365度品牌培训讲义

Victoria’sSecret:ObjectiveGetmentobuywomen’’sunderwear..让男人去买女女人的内衣.…..asgiftsforwomen……作为给女人的的礼物Sowherecanwefindattentivemen?哪里可以找到到专心的男人人？AndnowforsomethingcompletelydifferentFashionshow时装秀Webcast网络SuperbowladSuperbowl广告Doaworld’’sfirstandpubliciseit..开创先例，并并且让公众知道LeadIdeasIntensificationbyweavingtheideastogether将将不同的IDEA组织在在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl在Superbowl期间发布广告告，告知公公众世界上第第一个网上市市装秀Problem:responselevelscrashedthesystem!难题： 系统统崩溃！Summary小结Interplayandintensificationimproveresults相互影响和强强化提升最终终结果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem品牌世界时一一个感觉的世世界，它通通过选择不同同有相互影响响的接触点，，加强消费者者对品牌的投投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools各种360度度思考的工具具GroupExercise3

分组练习习Gobackintoyourgroups回到你的小组组ExploretheBrandWorldforyourbrand发掘你们品牌牌的品牌世界界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix产出接触点并并运用策略矩矩阵加以评估估Reportbackinonehourstime1小时后报告Conclusion结论DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我们学学习了什么？？IdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere

如何得到到？Sequence顺序序BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt为为什么我们这这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消费费者的每个接接触点，创创造可以让品品牌前进的伟伟大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消费者投投入度最高的的接触点，让让我们将力力量集中在那那里Thus因因此Improvedtherelationshipbetweenclientsandtheircustomers提升客户和他他们消费者之之间的关系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客户的价价值，通过市市场份额、利利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新的的机会增加客客户未来的价价值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更好好的回报WhyWeHaveDoneIt为为什么我们这这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消费费者的每个接接触点，创创造可以让品品牌前进的伟伟大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消费者投投入度最高的的接触点，让让我们将力力量集中在那那里Thus因因此Improvedtherelationshipbetweenclientsandtheircustomers提升客户和他他们消费者之之间的关系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客户的价价值，通过市市场份额、利利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新新的机会增增加客户未未来的价值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更更好的回报报WasItWorthit?它它值得吗吗？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素素健是否有有相互影响响？Areweintensifyingtheidea?IDEA有增增强强吗吗？？Isitpracticalandaffordable?它实实际际吗吗？？负负担担得得起起吗吗？？Willitbuildthebrand?它是是否否会会建建立立品品牌牌？？IfnotstartagainPuttingItAllTogether将将所所有有的的东东西西放放在在一一起起Drawamaptoshowhoweverythingfitstogether画个图图看一一下，，每件件事如如何相相互配配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下下，如如何何与你你的客客户沟沟通CurrentRetrospectiveCases案案例回回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交交谈3.Knowenough足够了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Focusonoutputnotprocess重点是产出出不是过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一样样的事情Keymessagestotakefromfromthissession本次课程的的主要讯息Closing结束束语360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有点复杂杂，但并不不是很复杂杂Thebasisistwogroupmeetings-frontandback基础是两次次团队的会会议（前期期和后期））Itdoesn’’thappennaturally它不会自然然的发生Thebigenemyisintegration最大的敌人人是整合RedFireisthepassionthatdrivesus红色色火火焰焰是是驱驱动动我我们们的的热热情情Pre-eminentcreativeforce卓越越的的创创意意力力量量Bestpeople最好好的的人人员员Mostvaluedbythosewhomostvaluebrands被珍珍惜惜品品牌牌的的人人所所赏赏识识360DegreewithoutRedFirerevertsbacktointegration没有有红红色色火火焰焰的的360度度将将会会回回到到整整合合的的阶阶段段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要要成成功功运运用用360度度品品牌牌思思考考，，我我么么必必须须清清楚楚Think360Degreefromthebeginning从一开始就从从360度角角度思考问题题360Degreethinkingisnotlinear360度思考不是线线性的focusonoutputnotprocess重点在产出，，而不是过程程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表表或跟随流程程Thinkintheround-everythingconnectswitheverythingelse每件事情之间间都有联系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最终传播活动动可能不会用用到所有的方方法，会选择择哪些最合适适的方法BiggestRecipeforDisaster

导致灾灾难的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去对结果的的预见，沉迷迷在过程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答答一系列问题题，填完一些些列表格，工工作就可以完完成OtherRecipesforDisaster

其他导致致灾难的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己进行行比整个团队队作业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件事情情，不从品牌牌融入消费者者生活的角度度来考虑优先先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度看看作跨领域销销售或仅仅作作为瓜分预算算的方法WasItWorthit?它值得吗吗？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健健是否有相互互影响？Areweintensifyingtheidea?IDEA有增强吗？Isitpracticalandaffordable?它实际吗？负负担得起吗？？Willitbuildthebrand?它是否会建立立品牌？IfnotstartagainPuttingItAllTogether

将所所有的东西放放在一起Drawamaptoshowhoweverythingfitstogether画个图看一下下，每件事如如何相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何与你的客客户沟通CurrentRetrospectiveCases

案例回回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinK