360度品牌管理-奥美广告培训

1、1 360 Degrees Brand Cascade June 30th- July1st ShanghaiDo You Feel That You Are.你是否觉得你是. In the right industry? 在一个正确的行业工作? With the right agency? 在一个正确的公司工作? At the right time? 在正确的时间?Individual Pre-session Exercise:Framing the Agenda个人练习：Based on what you know now about 360 Degree Branding, write

2、down on the card what you believe to be the three key issues we need to address to be successful 基于你对360度品牌管理的了解，在卡片上写下你认为带来成功的三个主要观点 An issue is something we have to do something about 观点是一些我们必须要做的事情, 它包含An opportunity 机会A problem 问题A balance we need to make between two or more things在几件事情之间我们需要做的平

3、衡Agenda议程 Introduction- the why and the what为什么会有360度，什么是360度 The How- four parts of 360 thinking如何运用 （360度思考的四个部分）Challenge 挑战Brand Print 品牌写真Idea 想法Brand World 品牌世界Why 360 Degree Branding?为什么产生360度品牌管理？Worldwide Task Force Report: Two Years Ago We operate in silos 我们在井中作业 Our business is being pus

4、hed downstream 我们的事业正走向下游 Management consultancy threat with CEO level contacts 管理顾问公司威胁到CEO层面的接触Direct related tonew distributionHigh endPRCEOBrandManager品牌经理品牌经理Marketing Director行销总监行销总监Strategic策略的策略的Operational运作的运作的Tactical战术的战术的DirectAdvertisingSales PromotionLow endPRNeeds需求 We are in the kn

5、owledge business 我们处在一个需要知识的行业We need more knowledge 我们需要更多的知识 We are in the ideas business 我们处在一个需要想法的行业 We need more ideas 我们需要更多的想法 We are in the brand business 我们处在一个建立品牌的行业We need more influence on the total brand 我们需要在整个品牌上有更多的影响力What Sort of Company Do We Want to Be?我们希望成为一个怎样的公司？ The Unlimit

6、ed Brand Company 无限品牌公司Unlimited We cross disciplines in a 360 Degree way 通过360度思考跨越专业 We cross borders 跨越边界 We challenge barriers 挑战障碍 We take it all the way through 我们全方位运用Insight.Ideas .Execution .Evaluation 洞察IDEA执行评估 We build the brand to its full potential 我们将品牌建立至极限Imagine all communications

7、reflecting the same deep insight试想一下, 所有的传播都反映到相同深度的洞察Imagineall media contributing to the campaignas a whole试想一下, 所有媒介都整体贡献在传播活动上Since That Initial Task Force: Worldwide Absorb philosophy 吸收哲学 Period of debate - keep individual disciplines 保持独立的原则 Experiments on how to work together differently 尝试如

8、何共同协作 Gains on key accounts 来自重要客户的经验Amex business partnership Amex 商业伙伴IBM increase share of client total budget (key measure) Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia BangladeshChina Hong Kong India Indonesia JapanMalaysia New Zealand Pakistan Phi

9、lippines Singapore South Korea Sri Lanka Taiwan Thailand VietnamOgilvy Resources in Asia Pacific奥美在亚太区的资源Structural and Attitudinal Obstacles to Implementing 360 Degree Branding实行360度品牌管理的障碍Three tools to help remove the obstacles三个帮助消除障碍的工具 Changed structure 改变的结构 Brand Teams 品牌团队 Brand Profit &

10、; Loss (P&L) 品牌损益CREATIVE（创意）Adv广告Finance, Admin and IT partners （财务、行政、IT部门）SalesPromotion销售推广 Head主管 Head主管 Head主管 Head主管One直效行销Public Relations公共关系Identity视觉设计 Head主管HEAD OF COUNTRY（地区主管）ConsultingAgreed Structure for a 360 Degree Agency（360度代理商的结构）The Brand Team品牌团队 A leader who leads 一个品牌领导

11、者 Team members who connect 接触紧密的成员 Sitting together, ideally 理想状况下，应该坐在一起The Brand P&L品牌损益 Share of client target 分享客户的目标 A P&L which reports horizontally 垂直报告的损益 Jobs tracked at an individual level 工作遵循独立的层面 Income distributed and profit distributed pro rata versus hours spent 收入和利润根据时间花费进行

12、分配 Finance, Admin and IT partners Head Head Head Head HeadHEAD OF COUNTRYMulti-disciplinary Brand Teams ConsultingIMAGINEERSAdvSalesPromotion OnePublic RelationsIdentityCREATIVEAgreed Structure for a 360 Degree Agency（360度代理商结构）What 360 Degree Does For Us360度可以为我们做什么？What is the Territory of a Brand

13、?一个品牌的版图是什么？Six inches wide6英寸宽Grey and wetMysteriousLine extensions产品延伸Sales promotion促销活动Service experience服务经验Word of mouth口碑Receptionists style接待人员的风格Prejudices偏见Quality质量Design and colour设计和色彩Packaging包装Retail environment零售环境Delivery trucks送货车Your showrooms展示厅Corporate reputation企业声誉Telemarketi

14、ng scripts电话行销记录Taste口味Price价格The way the telephone is answeredSocial attitudes社会态度Collective memory记忆累计Government endorsement政府认可News media新闻媒体Employeerelations雇员关系A Brand Is The Totality Of What The Customer Experiences一个品牌是消费者所经历的总和In 360 Degree在360度过程中You have to anticipate every encounter a cus

15、tomer is going to have with your brand 你必须预见消费者与品牌的每一次接触机会You must customize the message for each encounter 针对每一次机会，设计需要传达的信息 You are arranging the encounters to make sure they enrich the customers overall experience with a brand 设计安排这样的机会，以保证可以增加消费者与品牌的经验A 360 Degree BrandScraps and Straws That Add

16、 up to the Most Valuable Asset a Company Has360 Degree Brand Stewardship360度品牌管家 Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展Selects the richest points of customer involvement on which to focus our e

17、fforts选择最有效的接触点，将我们的努力集中在这些方面360 Degree Brand Stewardship 360度品牌管家 Improves the relationship between clients and their customers 增强客户和消费者之间的关系Increases Client value in terms of market share, profit and share price增加客户的市场份额，利润和股票价格Adds future Client value by driving new opportunities通过驱动新的机会来增加未来客户价值

18、Allows us to be well paid for using our creativity in the pursuit of this cause 让我们得到更好的利润回报Our 360 Degree Brand Thinking360度品牌思考 Cracks the non-traditional customer in Singapore Generates profits from dreams in Taipei Milks sport for all it is worth in Thailand Silences a Whisper with confidence in

19、 Korea Makes money out of striptease in the Philippines Turns an advertising property into a populist slogan in Indonesia Discovers the power of self discovery in ChinaIn the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written最初的广告是写在报纸上的平面广告Along Came TV Which Worked to the S

20、ame Basic Shape伴随电视的诞生，广告工作仍然保持基本形状So Heads Started to Become the Same Shape因此，头脑也逐渐变成同样的形状To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes以适应同样形状的广告简报So Adman Looked Like This所以，广告人看起来都是这个样子的Then Along Came Some Other Sorts of Briefs随着其他类型简报的产生Direct直效行销Public Relations公共

21、关系So Different Shaped Heads Were Required导致对不同形状头脑的需求 To Make up the Full Orchestra of Disciplines为建立整个管弦乐队Specialisation Can Create Walls & Silos专业化创造墙和井Silo?井？A large tower for the storage of grain or cement一个储藏谷物或水泥的塔形建筑No windows to lookin or out of没有窗可以从里面看到外面或从里面看到外面Plus Other Sorts of Bri

22、efs加上其他类型的简报 Old Integration以前的整合Each discipline sits in a silo 每个专业都坐在井里面Strategy is developed in a lead discipline (usually advertising) 策略在主导专业中发展（通常是广告）The lead discipline develops its idea (usually television) 主导专业发展它的“IDEA”（通常是电视）Other disciplines are given the idea and asked follow it to prod

23、uce a uniform look and feel (usually very close to a deadline) 其他专业在既定的“IDEA”下， 被要求根据它发展统一的外观和感受（通常离最后期限很接近）Whats Changed引起哪些变化？ Rising cost of television抬高电视的费用 Media fragmentation 媒介破碎分离 New media - Internet, cable, video on demand新媒体的诞生-互联网、有线电视、点播录像 Importance of endorsement背书的重要性 Search for bet

24、ter value from brand spending在品牌投资中寻求更好的价值We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking为实行360品牌思考，我们需要改变我们头脑的形状?The New 360 Degree Branding Approach新的360度品牌建立方式 Work as a Brand Team from the start so thinking develops in a discipline - rich way and is anchored in the

25、 BrandPrint 开始即以品牌团队进行工作，在一个原则下进行思考-多样的方法，以品牌写真为依据 Come up with a big Idea 产出一个“BIG IDEA” Chose points of contact to intensify the involvement of the brand in peoples lives 选择接触点，加强品牌在人们生活中的融入度The New 360 Degree Branding Approach新的360度品牌建立方式 Ensure interplay between all executional elements to bring

26、 the Brand Idea alive whether 确保所有可执行元素间的相互影响， 以使品牌IDEA诞生，无论single, dual or multiple disciplines are used 是否运用到单一、双重还是多元的专业Ogilvy companies deliver all the executions or not 是否所有的执行工作都由奥美的公司完成The best chance of being 360 Degree is when you have a very strong idea. If its strong, it will start to hap

27、pen naturally“成为360度的最大机会是当你有一个很强的IDEA， 如果IDEA够强， 它会很自然成为 360度。” Shelly LazarusTo Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要： Stimuli to provoke new thinking激发新思维的工具 New ways of working together that 新的协作方式use the full resources of the Brand Team 运用品牌团队的所有资源avoid wheel-spinning and duplicati

28、on of effort避免重复劳动maximise our creativity最大化我们的创造力To Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要： Practice to ensure we can锻炼可以保证我们pick the rough diamonds from the river gravel在沙砾中筛选出钻石cut and polish them to give our brands true brilliance切割、打磨，给予我们的品牌真正的光彩 Cases to inspire us along the way 案

29、例可以激发我们Biggest Recipe for Disaster导致灾难的最大因素 Believing it is an end in itself losing sight of the end result by getting obsessed with the process 丧失对结果的预见，沉迷在过程中间thinking that the job can be done if we just answer a set of questions and complete a set of forms认为仅仅回答一系列问题，填完一些表格即可让工作得以完成Other Recipes

30、for Disaster其他导致灾难的因素Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己个人作业要比品牌团队作业来得快Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples real lives 罗列每件事情，不从品牌融

31、入消费者生活的角度来考虑优先顺序Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法Differences Between Old Fashioned Integration and 360 Degree Brand Thinking360度品牌思考与整合概念的差异性度品牌思考与整合概念的差异性Integration整合Laundry list of opportunities all of which would be nice to do but dont necess

32、arily solve the critical issue 罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的No strategic guiding principle 没有策略指导原则Idea acts as superficial badging device IDEA仅作为表面的东西360 Degree Brand ThinkingSolving the critical challenge of the brand 解决品牌面临的主要挑战Operating within a strategic framework, with different roles to ach

33、ieve the goal 在策略框架下运作，从不同角度达到目的Driven by an idea, which it extends 以可延伸的IDEA为指导We Assume That We Have Already Done Our Homework我们假设我们已经做完我们该做的功课Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brillianceAt Ogilvy we ask you to do your homework and

34、create brilliant campaignsDavid OgilvySequence Of 360 Degree Brand Thinking360度品牌思考的顺序 In 360 Degree thinking everything connects with everything else 在360度思考中，每件事情之间都有关联 There is a natural sequence for the team to move through 存在一个自然顺序 But we need to check back to insights from previous stages to p

35、rovide stimulus and ensure that everything fits together and is consistent 但我们仍然需要不是回顾前阶段的洞察，以提供刺激材料和确保每件事配合得很好，确保他们的一致性。 The Elements主要元素Brand Scan品牌扫描Brand Audit品牌检验Points of contact接触点Discover the Challengefacing the brand in a 360 Degree way从360度的角度，发掘品牌面临的挑战Describe the Brands DNA描述品牌的DNACreate

36、 a world which maximises the interplay between the brand and its customers at various points of contact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化What We NeedBrand Audit品牌检验Brand Scan品牌扫描Points of contact接触点Gathering, ordering and interpreting information about the brand in a 360 Degree way从360度的角度，收集、整理、解

37、释关于品牌的各种讯息Understanding the unique relationship between the brand and its customers 了解消费者与品牌的独特关系Defining the areas where the brand can intensify the impact it has on peoples lives确定品牌可以增强其对人们生活影响的接触点How We Get There如何达到？ 2From Brand Scan to Challenge从品牌扫描到挑战Where the Brands Problems Lie品牌的问题在哪里？Bra

38、nd Scan品牌扫描Challenge挑战Equities资产 A 360 Degree brand is a composite of different, inter-related strengths or equities一个360度的品牌是不同内在相关的优势和资产的组合 We use six equities to look at a brand in a comprehensive way 我们运用六个方面来观察一个品牌 We assess the strengths and weaknesses on each as a health check on the brand 就像

39、品牌的健康检查，我们得到每个方面品牌的优势和弱点 Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售渠道A Composite of Six Interrelated Equities6个方面资产的组合The Brand Team Needs To Know Product产品How the product performance supports the brand产品的表现如何支持品牌？ Image形象Whether the brands image is strong and engaging是否品牌形象很强并且吸引消费者？ Cu

40、stomer消费者How strong the brands customer franchise is品牌消费者的特权有多强？The Brand Team Needs To Know Channel销售渠道How well the brand is leveraged in the trade environment 通路环境对品牌的影响如何？ Visual视觉Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持续和差异化视觉形象 Goodwill商誉Whether the

41、brand is endorsed by influencers and the communities in which it lives 是否品牌被“影响者”和社会团体所认可？Recognise this Brand?辨认这个品牌What Are Its Equities?什么是它的资产？ Unusually thisBrand was built with no advertising support通常这个品牌没有广告的支持Health Check: Amex versus Diners in Hong KongAmex 和 Diners 品牌健康检查 ImageGoodwillPro

42、ductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealth Check: Amex versus HSBC Visa in Hong KongAmex 和 HSBC 品牌健康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNot Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on Thes

43、e Six Equities 只有当我们了解品牌在6个方面的强、弱 Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大 And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战Equities资产 Equities are not disguises for group companies or communication disciplines资产不是一群公司或多种传播方法的伪装 However, diff

44、erent disciplines clearly have more impact on some equities than on others然而，不同的方法在某些资产方面会比其他的方法更有影响力What We Use to Help Discovery我们运用什么来帮助发掘？ The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课 A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会

45、议（包括传立） Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激发思考和讨论的“扑克牌” And the Compass Dial as a visual prompt 视觉化工具“指南针”Stimuli Questions in the Shuffle Deck: Product Equity“

46、扑克牌”中的问题：产品层面 What makes this product superior to the competition?这个产品优于竞争品牌的原因有哪些？ Does the product performance live up to expectations in all its aspects?产品的表现符合在所有方面的期望？ Are there things about this product which, if better known, would enhance its appeal?是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？Stimu

47、li Questions in the Shuffle Deck: Product Equity“扑克牌”中的问题：产品层面 Does this product have the optimum price-value equation?是否这个产品具有最佳的价格-价值比？ If there is a range of products, how do they clarify or confuse the proposition?如果有一系列产品，他们是否让主张变得更清晰或者更混乱？ If you had a free hand, are there any things about the

48、 product (presentation/design/size etc) you would change to make it more attractive?如果你可以自由发挥， 是否有任何你希望改变的方面，（包括：设计、尺寸等），让这个产品更具吸引力？Example: Jaguar Is a Quirky Brand例子：Jaguar 是一个诡异的品牌 The engineers built back features into the product to reinforce this product equity e.g. an instrument dial in a unu

49、sual placeStimuli for Image Equity形象层面 Are the values or attitudes this brand owns relevant to the market today? 品牌所拥有的态度和价值是否与今天的市场有关？ Does the brand lead or follow trends set in the market place? 品牌是否引领或追随在市场中的潮流？ Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人与品牌

50、最接近？部分人群还是广泛的人群？ To what extent is the brand presented in a distinctive manner compared to the competition? 与竞争品牌相比，品牌的风格独特到哪种程度？Stimuli for Image Equity形象层面 Is there a strong idea underpinning the brands image? 在品牌的形象背后，是否存在一个很强的“IDEA”？ To what extent is the brands share of voice an influence on it

51、s image strength? 品牌的“SOV”对品牌强弱的影响有多大？ If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？Example: Ponds Skin Lightening in Japan Weighed down with a grandmothers cold cream reputation 重负“祖母的冷霜”的形象

52、 Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性 Double White skin lightening cream made Ponds once again seem an innovator (after following the trends for a generation) 双重美白霜让Ponds又一次被看作创新者Stimuli for Customer Equity

53、消费者层面 At what point in their lives, and for what reasons, do customers start and stop coming to the brand?在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？ Is the brand popular amongst the people who should be its natural users?在品牌的自然使用者中，本品牌是否被广为接受？ In looking for new customers, to what extent is the brand target

54、ing its best volume opportunity?在寻求新的消费者时，品牌目标达到它潜力的多少？ Who is more important to influence, the purchaser or user of this brand?谁对品牌更有影响力？ 品牌使用者还是品牌的购买者？Stimuli for Customer Equity消费者层面 What is the value to the brand of its best or most loyal customers?品牌忠实消费者对品牌的价值是什么？ Is the brand over-dependent e

55、ither on its loyal customers or a constant arrival of new users?是否本品牌过分依赖于忠实消费者和新进消费者？ Is this brand getting its fair share of the customers wallet?是否本品牌得到其应该得到的份额？ Does this brand treat its best customers as customers for life?是否该品牌对待它最好的消费者如同生活中的消费者？In Most Countries Nestl Enjoys Unique Customer E

56、quity Advantages Linked to Its Product Portfolio A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵盖大范围的家庭生活所需，从母亲到高级成人营养 Umbrella branding extending into many aspects of the customers life (unlike Unilever)品牌扩展到消费者生活的很多方面 Therefore the abili

57、ty to realise the value of the customer in portfolio and through time有能力了解消费者的价值Stimuli for Channel Equity销售渠道方面 Does the existing mix of different channels work to the best advantage of the brands sales and image?现有的不同销售渠道的组合， 是否给品牌的销售和形象带来最大的好处 Are there new potential channels to explore?是否有潜在的销售渠

58、道可以发展？ Within the critical channels, is the brand effectively distributed and displayed?在重要的销售渠道， 品牌是否被有效的铺货及展示？ Do sales force and channel activity work well together?销售力量和渠道活动是否配合得很好？Stimuli for Channel Equity销售渠道方面 Can sales leads be traced if they are sold through the channel?销售痕迹是否可以被追踪到？ How i

59、mportant is the brand to the channel, and how does the Trade feel about the brand?本品牌对销售渠道的重要性如何？销售渠道对品牌的意见如何？ What do potential customers know about where to find the brand, and is it enough?潜在消费者是否知道在哪里可以买得到本品牌？这是否足够？ Are Business Partners working to the best advantage of the brand?商业伙伴是否给本品牌最大的益处

60、？ How effectively does after-sales service support the brand?售后服务如何有效地支持本品牌？Amex Can show relatively weakness in channel equity Stimuli for Visual Equity视觉方面 To what extent is the brands look and feel aligned to the corporate vision & values which underpin the brand?品牌的外观和感受与公司远景及价值观的紧密程度如何？ Is the relationship betwe