度品牌管理写真idear课件

RevisedBrandAuditQuestions

修正后的品牌检验问题Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind… 想象一下哪些可以让你辨认出这个品牌的一些特定的事务Whenyouhearthebrand’sname,whatimmediatelyspringstomind? 当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？Whatelse?还有呢？visualsorimages?视觉和形象？packagingorproductelements?包装和产品元素？bitsofcommunication?传播的片断？signsorsymbols?标志和符号？otherbrandlore?其他有关品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem? 哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？RevisedBrandAuditQuestions

1Thinkingaboutthefeelingsandemotionsthebrandevokesinyou… 想象一下这个品牌给你带来的感受和情绪……Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand? 当你和这个品牌有联系时，你体验到那些特别的感受和情绪？Whatpersonalmemories,experiencesor associationsdoesthisbrandbringtomind? 这个品牌让你回忆起哪些个人的记忆、体验或联想？Whatdoesthisbranddoforyouinyourlifethatotherbrandsdon’t? 这个品牌在你的生活中做了哪些其他品牌无法做的事情？whatuniquecontributiondoesitmake?

它带来哪些独特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?

它带给你哪些有关试用这个类别产品的特殊的观感？Thinkingaboutthefeelingsan2Nowsteppingoutoftheroleofthebrand’suser,andconsideringalltheimplicationsoftheseinsights… 现在走出品牌使用者的角色，考虑所有这些消费者洞察的启示Whatdotheseinsightssuggestorsignalaboutthebrand? 这些消费者洞察暗示了这个品牌的哪些方面？Whatisthemoodofthebrand? 这个品牌的情绪是怎样的？Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes? 这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同的方面？

Nowsteppingoutoftheroleo3BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

品牌检验帮助我们确定消费者与品牌之间的独特关系

Thebrand’sDNAexpressedinawritten书面表达的品牌DNA

BrandPrint品牌写真BrandAuditHelpsUsDefineth4WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords

当你开始写品牌写真时，你开始几乎一定会从运用很多词句进行描述WhenYouWriteaBrandprintYo5ChivasRegal:ThailandChiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondestmemoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen...whichwomenareonlytoohappytoshareChivasRegal:ThailandChiivas6WhenLookingatandEvaluatingBrandPrints

当你细看及评估品牌写真时RememberNeilFrench’sstoryofthebrilliantcarverofwoodenelephants 记住NeilFrench关于伟大的木象雕刻匠的故事Hissecretformakingperfectelephantswastocutawayeverythingthatwasnotelephant 它创造完美大象的秘诀是，去掉所有不是大象的部分WhenLookingatandEvaluating7ExamplesofShorterBrandPrints

精悍的品牌写真例如JaguarOriginalImpulse TheEconomistBankofChinaAmericanExpressExamplesofShorterBrandPrin8Jaguar(USA)ThedifferencebetweenJaguarandothercarsrunsdeeperthansheetmetalandengineering:It’saboutsoul,passionandoriginality AJaguarisacopyofnothing...justlikeitsownersJaguar和其他轿车的差别不仅在钢板和引擎技术在于精神、热情和原创性Jaguar都是独一无二的就象它的主人Jaguar(USA)Thedifferencebet9Impulse(Europe)

ImpulsegivesmetheconfidencetoexploreandenjoythesometimesbumpyjourneyintowomanhoodAsIexperimentwiththeemergingme,Impulsesurroundsmewithanenergyfieldfilledwithvitality,spontaneityandthecouragetobemyselfImpulse(Europe) Impulsegives10TheEconomist(Asia)

TheEconomistisredanddaringItsboldcovershintatwhatlieswithin:provocative,brutallyhonestandnon-conformistopinionsBeholdentonoone,itrefusesto‘kowtow’topopularity,andseesthroughthenewclothesofemperors,politiciansandtaipansalikeTheEconomist(Asia) TheEcono11度品牌管理写真idear课件12度品牌管理写真idear课件13BankOfChina(Singapore)TheBankofChinaistheWiseOldManItbringswisdomtodealingswithyourassets...theWisdomofWealthBankOfChina(Singapore)TheB14

AmericanExpress …isnotforeverybody.Itisforthosewhothink biggerthoughts,dobiggerthings,andpaint biggerpicturesAmericanExpressAmericanExpress15AdditionalWaystoApproachWritingaBrandPrint

其他形成品牌写真的方法AtoZPhotomontage图片集锦AdditionalWaystoApproachWr16AToZ-AVerbalBankUsingwordassociationtoarticulatesuppressedfeelingsandemotions 运用词汇联系来表达潜在的感觉和情绪CanbeusedinadditiontoBrandAudittoenrichvocabulary 除了可以运用在品牌检验，还可以丰富词汇

e.g.BMW(NewZealand)AToZ-AVerbalBankUsing17HowItWorks

如何运用GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown 将字母A开头的与本品牌有关的词汇都写下来ThenfortheletterB,thenforletterCetcetctoZ 接着字母B，字母C……到字母ZReviewyourWordBank 重新检视你的词汇银行Selectoneassociationforeachletter 每一个字母选择一个有联系的内容Writeasummary 写下小结HowItWorks

如何运用Generateword18AdultBlitzkriegCulturedDriveableEnvyFlatOutGruntHandlingIndependentJumpingKrautLookOutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEngineeredFashionableGlamourHitechIntelligentJazzKillerLuxuryManlyNotoldAmbitiousBetterConservativeDrivemeExpensiveFastGermanHotIntegrityKnowledgeLongtermMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNAdultActiveArrogantAmbitiousAc19OvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcuseMe0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippy PositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZOvertOverdriveO20Arrogant,aspirationalBallsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNotold,notslowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWesawaBMWas:

HavingpowerundercontrolAfeelingofsuperiorityachievedbybeingthetamerofapowerful,passionatebeastAperfectsenseofharmonyandbalanceinacarwhichhaspurepowerandpassionunderitsskinTheBrandPrintwascraftedfromthispointArrogant,aspirationalAWesaw21Photomontage-AVisualBank

图片集锦视觉银行Capturesspontaneous/implicitperceptions 抓住自发的、有暗示意义的认知Veryusefulinunderstandingcompetitivedifferences 在理解竞争性差异时非常有用Canbeusedinadditiontoothertechniquestoenrichvisualimages 可以运用在其他技术上以丰富视觉形象Photomontage-AVisualBank

图22HowItWorks

如何运用Takeapileofoldmagazinesofalltypes 找出一对旧的各式各样的杂志Issueeveryonewithscissors 发给每个人一把剪刀Getthegrouptocutoutpicturesofimagesthatseemrelevanttothebrandandformthemintocollages 让小组建下与品牌有关的图片，并将他们贴起来Askeachindividualtoexplaintheircollage 让每个人解释他们的图片Summarise总结Useforcompetitorstoo对竞争品牌用同样的方法HowItWorks

如何运用Takeapileo23WhatABrandprintIs

什么是品牌写真Avividstatementoftheuniquerelationshipthatexistsbetweenaconsumerandabrand 一句有关消费者和品牌间独特关系的生动的陈述TheBrand’sDNAofitsfingerprint 品牌指纹的DNAThecoretruthandspirit 核心事实和精神Uniquetothebrand.Impossibletotransfer 具有独特性，无法被转让WhatABrandprintIs

什么是品牌写真A24ABrandprintIsNot

品牌写真不是…...Adescriptionofthebrand一个关于品牌的描述Adescriptionoftheadvertising一个关于广告的描述Amarketingobjective 一个市场目标Astrategy一个策略Abrief一份简报Awishlist一份愿望表ABrandprintIsNot

品牌写真不是…...25AGoodBrandPrint好的品牌写真

PoetrynotProse-27DraftsEveryoneattempts,butone(usuallycreative)personisresponsibleforthefinalwords 每个人的努力，一个人（通常是创意人员）负责形成最后文字Preparationisimportant.Takealongwalk,abath,aglass(ortwoorthree)ofwine… 准备工作很重要。散步、冲凉、喝几杯葡萄酒…….Mindsetiscritical.Lockuptheleftbrain,unlocktheright 思维设定很重要。锁上左脑，打开右脑。Exploreallsensorydimensions-look,sound,smell,touch,taste探索所有感官的方面－看、声音、味道、触摸、品尝Feelingsfirst,imagesnext,descriptiveslast 第一是感觉、其次是形象、最后是描述AGoodBrandPrint好的品牌写真

Poetr26WritingaBrandPrint

撰写品牌写真Avoidyetismslike 避免转折语Traditionalyetcuriouslymodern传统但现代Youngheartedyetappealingtoallages 年轻人的心但适合所有年龄人群Avoidcliché……避免官腔Inthisfast-pacedmodernworld,it’snicetoknowthatBrandYisstillofferingZbenefit 在这个快节奏的现代社会，品牌Y还可以提供Z这样的好处真是太好Watchtiredlanguage注意滥用的词语PowerfulORReliablyeffectiveORLight,fineconsistency 强有力的，或者可靠的效果，或者轻，精美的结合WritingaBrandPrint

撰写品牌写真Avo27AvoidTiredLanguage…GetSomeFreshnessinYourWords

避免滥用的词语－－你的词汇应具有新意Orange,loud,aggressivehellbentongettingridofdirt,stainsandodours(Radion) Hopewithoutthehypeacreamyconcoction...ahandshakebargain (Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds)AvoidTiredLanguage…GetSome28ATestforRecognisingAGoodBrandPrint

测试

Distinctive与众不同

Clear清楚

Colloquial通俗的

Truthful诚实的

Colourful 有色彩

Aha!ATestforRecognisingAGood29CompetitiveAdvantagesOf

BrandStewardship

品牌管家的好处Openidea(notablackbox)开放的想法Participative参与Intuitive直觉Relativelyinexpensive相对不昂贵GenuinelyOgilvy诚实的奥格威CompetitiveAdvantagesOf

Br30BeyondTheBrandPrint

除了品牌写真TheBrandPrintisonlythebeginning 品牌写真仅是开始Itshouldinfluenceeverythingyoudoonyourbrand 它将会影响到你对品牌做作的每一件事情Itisnotre-writtenveryoften 它并不会经常被修改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea 当与品牌挑战方在一起，它可以激发品牌IDEABeyondTheBrandPrint

除了品牌写真Th31TeamExercise1

分组练习Pickthebrandassignedtoyourgroup 根据各组被指定的品牌Reviewwhatyoualreadyknowaboutit 重温你们对该品牌了解的所有内容ConductaBrandAuditonit, 针对它作品牌检验Definethebrandprint 形成品牌写真Reportbackinonehourstime 1小时后报告TeamExercise1

分组练习Picktheb32

44

Ideasina360ºWorld360度世界中的IDEA

34UnlessyouradvertisingisbuiltonaBigIdeaitwillpasslikeashipinthenightDavidOgilvy-HowtocreateAdvertisingthatSells

度品牌管理写真idear课件35360isjustacompassandanemptyoceanwithoutaBigIdea度品牌管理写真idear课件36Why为什么？360ºonlyworksifthereisastrongideabehindit只有背后存在一个很强的IDEA时，360才会起作用Clientsbuyourideasnotourprocesses 客户买的是我们的IDEAS，而不是过程

Wemightwanttoshowourwivesourmuscularbodiesbutnotourexercisemachines 我们想给妻子看的是我们健美的身体，而不是我们练习时用的机器Why为什么？360ºonlyworksifthe37

Unlesswehaveasenseofwhatanideaisitisveryhardtosaywhetheranyoneideaisgoodorbad 除非我们知道什么是“IDEA”，我们很难判断某个人的“IDEA”是好还是坏 Unlesswehaveasenseofwha38Exercise1WhatIsanIdea?什么是IDEA？Exercise139TheClassicDefinition

Bisociationoftwoormorepreviouslyunconnectedthoughtmatrices

两个或多个以前不相关想法的组合ArthurKoestlerTheClassicDefinition40ParetoDidn’tOnlyThinkAbout80/20Rules…HisDefinition…...Anewcombinationofoldelements 旧元素的新组合ParetoParetoDidn’tOnlyThinkAbout41ADefinitionFromTheCreativeDirectorofJWTintheNineteenTwenties

Inadvertisinganidearesultsfromanewcombinationofspecificknowledgeaboutproductsandpeoplewithgeneralknowledgeaboutlifeandevents 在广告中，IDEA来自于对产品知识的了解和对生活和事件有常识的人两部分的组合

JamesWebbYoungADefinitionFromTheCreative42PuttingtheElementsTogether….

OurDefinition我们的定义

Anunexpectedcombinationofdifferentthoughtswhichputsaparticularthinginanewandinvolvingcontext 不同想法的一个意想不到的组合，它将一个特定的事物放在一个新的联系中PuttingtheElementsTogether…43Or,ToPutItAnotherWay

或者从另一个角度Makingthefamiliar让熟悉的事务andthestrangefamiliar和陌生的事物变得熟悉StrangeOr,ToPutItAnotherWay

或者从另44ThinkofSomeExamplesOfideasthatgrewoutofcombiningfamiliarthingsinanunfamiliarwayor将熟悉的事物用不熟悉的方法组合起来seeingthefamiliarinanunfamiliarway 用不熟悉的方法看熟悉的事物

ThinkofSomeExamplesOfideas45Exercise2IBMLaunchWhatIsanIdea?ShowFilmsExercise2IBMLaunch46SoWhatWasTheIBMIdea

IBM的IDEA是什么？SoWhatWasTheIBMIdea

IBM的I47IBMIdeaUnexpectedusers,everywhere,areenfranchisedbytechnology意想不到的使用者，在任何地方，被技术赋予同样的权利IBMIdeaUnexpectedusers,ever48PuttingThisintotheContextof360DegreeBrandThinking

将这些放在360度思考的框架内Challenge挑战Inordertomeetourobjectivewehaveto… 为了达到我们的目标，我们必须…...BrandPrint品牌写真adescriptionoftheBrand’sDNA 品牌DNA的描述Ideatheunexpectedcombinationofdifferentthoughtswhichputsthebrandinanewandinvolvingcontext Execution执行thetechniques,propertiesandproductionvalueswhichconveytheidea 可以传达IDEA的技术、道具、制作等PuttingThisintotheContext49IBMChallenge挑战IBMastheunderlyingfabricoftheinformationage IBM作为信息时代的基石 BrandPrint品牌写真magicIcantrust 我可以相信的魔力IBMChallenge挑战50IBMIdeaunexpectedusers,everywhere,areenfranchisedbytechnology 出乎意料的使用者,在任何地方,被技术赋予同样的权利Execution(advertising)执行(广告)subtitlesprovideavehicleforoverlayingtechno-speakonordinaryspeakIBMIdea51Exercise3inPairsHowwouldyoutranslatetheIBMcreativeideaintoaposter? 如何将IBM创意IDEA转化成海报?Exercise3inPairsHowwouldy52TakingIdeasAcrossDisciplinesorMediaTranslation-adaptationonly转化

Stretching -extendingtheideainsome 延展性

way,orusingthenewcontext topresenttheideainadifferentlightInterplay - makingtheIdeahaveimpactina相互影响

differentordeeperwayTakingIdeasAcrossDiscipline53Execution执行

Techniquesarenotideas技术不是IDEAdemonstration展示sliceoflife生活片断endorsementbypersonality个性的背书A"property"isanexecutionalcomponentthatintimestartstosignifytheideaExecution执行Techniquesaren54IdeasandExecutionIdeaWeak弱Strong强ExecutionGreat杰出Poor较差IdeasandExecutionIdeaWeak弱55Exercise4Pickthebrandassignedtoyourgroup 根据每组指定的品牌Youhavealreadyidentifiedthekeychallengefacingthebrandandhaveestablisheditsbrandprint. 你们已经确定品牌所面临的挑战，同时完成其品牌写真Notkeepingthatinmindcomeupwithabrandidea 现在产出一个品牌IDEA

Reportbackinhalfanhour 半小时后报告Exercise4Pickthebrandassig56SevenSecretsforGreatIdeas

杰出的IDEA得七个秘诀1. Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest 从理论上去定义杰出的IDEA的特性，不会帮助你创造出杰出的IDEA。2. Thebestideascomeoutofaprocessof “emotionalsmothering”ofthecreativeteam 最好的IDEA来自于创意小组的“情感窒息”3. Thecreatoroftheideaoftendoesnotalwaysrecognizeitassuchhimself 杰出IDEA的创造者，经常自己无法辨识。SevenSecretsforGreatIdeas

57SevenSecretsforGreatIdeas4. Thereareahundredstagesduringwhichgoodideascan belost,mostoftheminternal 有很多阶段，好的IDEA会被放弃，大部分是在我们内部5. Clientsassessideasrelativelynotabsolutely 客户不会绝对的评估相关的IDEA6. Researchcankillgoodideasbutitcanalsosavethem 调研可以杀死好的IDEA，但也可以拯救它。7. Thebestcreativeideasbecomestrategicideasrather thanviceversa 最好的创意IDEA可以成为策略IDEA，相反的情况则不多SevenSecretsforGreatIdeas45855WhereHaveWeGotto?

我们已经知道什么？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge 我们已经从360度角度审视品牌,寻找它的弱点品牌挑战WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint 我们已经发掘出品牌的主要方面,形成品牌写真PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea 品牌写真与品牌挑战一起,激发出品牌IDEAWenowhavetotaketheIdeaoutintotheworld

ofthecustomerandmaximisetheirinvolvement 我们必须将品牌IDEA带入消费者的世界,让品牌与消费者的融入度达到最大化WhereHaveWeGotto?

我们已经知道什么60CreatingaBrandWorld

创造一个品牌世界BrandWorld品牌世界PointsofContact接触点IdeaCreatingaBrandWorld

创造一个品牌世61WhatWeAreTryingtoDoDifferently

我们试图有哪些不同的做法?

ConventionalCommunication 传统的传播Singleunconnectedshots 单纯\无联系360ºCommunicatio 360度的传播CreatesaBrandWorldwhichinvolvesthecustomer

创造一个融入消费者的品牌世界Anexperienceofthebrand,notjustthedeliveryofacommunication

品牌的体验,非仅仅讯息的传递WhatWeAreTryingtoDoDiffe62GreaterInvolvementIsAbout

较强的融入度是关于Intensity密集度

Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore 可以让品牌IDEA发光的接触点,同时让消费者融入更深.Interplay相互影响

Differentpointsofcontactworkingtogetherforgreateroverallinvolvement 不同接触点共同作用,以达到最大的融入度.GreaterInvolvementIsAbout

较63MultipleConnections

多维联系

Theideaconnectswiththecustomerinmultipleways-creatingasensorysurround IDEA以多种方式与消费者相连接,创造整体感受MultipleConnections

多维联系Th64InTheDifferentEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接触点,消费者与品牌有不同的接触状况

Wecancreateinterplaybetweentheencounters我们可以创造它们之间的相互影响Wecanusethisinterplaytointensifyinvolvement我们可以运用这些相互影响加强品牌的融入度InTheDifferentEncountersth65LaunchingaNewLowCostCreditCard:TheOldWay

低费用信用卡上市(旧方式)LaunchTVcommercial 上市电视广告Simultaneouspressconference 同时举办新闻发布会MailpackcarriesstillfromTVC 邮件外表来自TVCThismaybeintegration:itisnot360ºthinking这可能市整合的思考,但不是360度的思考LaunchingaNewLowCostCredi66LaunchingaNewLowCostCreditCard:TheNewWay

低费用信用卡上市(新方式)Ineditorialcolumns,aspeciallycommissionedexternalreportonthehighcostofborrowingreceiveshighcoverage-creatinganissue 专栏创造话题LaunchTVadvertisingmajorsonanewkindoflowinterestcard-capitalizingontheconcern 电视广告形成关注Amailshotmakesanearlybirdofferandprovidesdetailedcompetitivecomparisons 邮件提供详细的比较LaunchingaNewLowCostCredi67Interplay相互影响Creatinganissue创造话题Offeringasolution提供解决方案MakinganofferLowInterestRates低利率Interplay相互影响CreatingOffering68InterplayThroughTime

时间上的相互影响

Level13wks

Createissue创造话题

Establishidea建立IDEACreatedesire创造需求Level25wks

Inform&educate告知\教育

Driveresponse引导反应Level38wks

Activation&usage 行动和使用PR公关

Outdoor户外

Posters海报

Events事件

PrintAds平面

Radio

电台Buses车身

DRTVDRTVTelemarketing电话行销

SolicitationPacksTake-OnesWeb-Site网站

FSIWelcomePackWelcomeCallBalanceTransferMGMMembershipRewardsX-SellInterplayThroughTime

时间上的相互影69GettingtheBrandTeamtogether

集合所有品牌团队成员Thesecondpointwhenthewholeteamhavetomeet,includingMindshare 第二次所有成员必须参加,包括传立Atanktreatmenttoimmerseourselvesintheworldofthecustomer

让我们进入消费者的世界andexplorehowthebrandcangetinvolvedinpeoples’reallives

探究品牌如何更多融入人们的生活GettingtheBrandTeamtogether70CloseYourEyesandImagineSeeingaFish

闭上眼睛,想象你正看到一条鱼Nowcloseyoureyesagainandimaginebeingafish 现在再次闭上眼睛,想象你自己变成一条鱼CloseYourEyesandImagineSe71BeingaFish,NotSeeingaFish

变成鱼,而不是看着鱼BeingaFish,NotSeeingaFis72PointsofContact

接触点Explorethepossiblepointsofcontactbetweenthebrandanditscustomers 探究品牌与其消费者之间的可能接触点Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand 仔细想一下消费者每天的生活,在哪里他们会经常想到或用到这个品牌PointsofContact

接触点Exploret73ForInstance,theBrandWorldforMiloinThailand

例子:Milo的品牌世界,泰国Miloistherewheneverandwhereeverthecustomersare 无论何时何地,Milo都存在inschool……athome 在学校……在家中

inruralareas……atlocalsportingevents

在乡村田野……在当地体育活动中incoffeeshops…….inthemedia 在咖啡店……在媒体上AndwhereMilois,itgivesthemandsurroundsthemwiththingsthathelpthemwinatsport Milo提供给的,都可以帮助他们在体育活动中赢得胜利的ForInstance,theBrandWorld74HelpingThaikidsfulfiltheirsportingdreams帮助泰国孩子完成体育的梦想HelpingThaikidsfulfiltheir75SomeTechniquesToStimulatePointofContactOpportunities

一些帮助激发接触点的技术Dayinthelife 生活中的一天Snapshuffledeck 扑克牌

TheCompassdial 指南针SomeTechniquesToStimulateP76ADayintheLife

生活中的一天Astage-managedexperience一种体验Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship 让品牌团队感受品牌与消费者关系的环境、情感和表情等Stimulatingalltheirsenses-sound,sight,touch,smell,taste 刺激他们所有的感官听觉、视觉、触觉、味觉等ADayintheLife

生活中的一天Astag77PossibleStimuli

可能的刺激Logoboardofbrands品牌Logo班

CharthistoryofcategoryColours色彩CDcollection收集的CDBookshelf书架Framedfamilyphotos家庭相册Diaryofadayinthelifewords,filmorphotos一天的日记、录影、照片Workplacenoises工作场所的声音Photos相片

Logosofbusinesspartners商业伙伴的LogoTheirmagazines他们的杂志Signalsoftheirinterests&activities感兴趣事情和活动Toolsoftheirtrade交易工具Bookshelf书架Contentsoftheirhandbags手提袋中的内容

Videoclips&voxpopsCompetitiveproducts竞争产品Articlesoncompetitors竞争者的文章Holidaysnaps假日Photosofbedroomorkitchen居室、厨房的照片PossibleStimuli

可能的刺激Logoboa78SnapCarddeck

Picktwocards,onefromeachdeck 每个盒子内抽出一张卡片RedDeck红色盒子Wheretheycouldbemostinvolved在那里他们会被融入得最深BlueDeck蓝色盒子Whatishappeningintheirlives在他们的生活中发生了什么？+Comeupwithpossiblepointsofcontact形成可能的接触点SnapCarddeck Picktwocards,79UsingYourImpressionofWhatIsHappeningintheWorldatLarge…

运用你自己的印象

Whatdoyoufeelishappeninginpeople’slivesthatmightaffect theirrelationshipwiththebrand? 现实生活中发生的哪些事情，会影响到消费者与本品牌的关系Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon? 哪些他们所认可的人或事本品牌可以学习、利用？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand? 市场中的哪些新发展可能会影响到消费者对本品牌的感受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship? 你想象一下，竞争者做什么可能危及消费者与本品牌之间的关系？BlueDeckUsingYourImpressionofWhat80ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer

思考在哪里品牌可以融入消费者Whenarethebrand’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)? 在哪些时间，品牌的消费者对媒体最投入？（时间、地点、行为、态度）Isthereanaturalmediafitbetweenthebrandanditscustomers’lifestyles?是否存在自然的媒介，让品牌和消费者生活相联系？Whatischanginginthewaythebrand’scustomersconsumemedia? 本品牌消费者消费媒体的行为是否有所改变？Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)differenttargetaudiences? 哪些方式可以让媒体度身定做以加强消费者与品牌的关系？ a)不同的讯息 b)

不同的目标对象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand? 在选择和运用媒体上，是否存在自然的顺序，加强消费者对品牌的投入度RedDeckThinkingAboutWheretheBrand81MoreObviousPointsofContact

明显的接触点Theouterrimofthedial罗盘的外层MoreObviousPointsofContact82LessObviousPointsofContact

不太明显的接触点AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何让品牌与消费者品牌世界产生联系的东西都是媒体ForExample例如

SeagramFourRosesgiveawaytattoos纹身

Apottedplant盆景LessObviousPointsofContact83

Icameuponthiswinecorkataparty.Iwassniffingit,andloandbehold--Idiscoveredamessage,literallyrightundermynose.Itsays"PleasevisitourWebsiteat" Sonowadays,this......isnolongerjustsomethingthatplugsupabottle.Itmustsuddenlybeviewedasacommunicationsvehicle...andyetanotherplacefortheconsumertoexperiencethebrand

RickBoykoAWineCork

葡萄酒软木塞 Icameuponthiswinecorkat84HaveaBreak

小憩片刻HaveaBreak

小憩片刻85Fun&Fitness

inanMTRMirrorFun&Fitness

inanMTRMirror86Long,long,long,longlife-DuracellDuracellPlacedAfterWeatherReportsonaPagerLong,long,long,longlife-87MovingThrough

Atthisstagewehaveanumberofpossiblepointsofcontactthroughwhichtheideacanconnectwiththecustomer 我们有一系列与IDEA有关的品牌接触点

Howdowethenpickthebestcombinationofpointsofcontact-theBrandWorldwearecreating? 我们如何选择接触点的最佳组合？MovingThrough Atthisstagew88

Ourabilitytosurroundtheconsumerwiththebrandinwaysthatworkeffectivelyincreasesthevalueofwhatweofferexponentially ShellyLazarusOurabilitytosurroundthe89Evaluation

评估Intensityofinvolvement投入强度

Howcanapointofcontactmaketheideashinebrighter? 接触点如何让IDEA变得更精彩？Interplay相互联系

Howcandifferentpointsofcontactworktogetherforgreateroverallinvolvement? 不同的接触点如何共同作用，让整体品牌投入度最大化？Evaluation

评估Intensityofinvo90RevisedBrandAuditQuestions

修正后的品牌检验问题Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind… 想象一下哪些可以让你辨认出这个品牌的一些特定的事务Whenyouhearthebrand’sname,whatimmediatelyspringstomind? 当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？Whatelse?还有呢？visualsorimages?视觉和形象？packagingorproductelements?包装和产品元素？bitsofcommunication?传播的片断？signsorsymbols?标志和符号？otherbrandlore?其他有关品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem? 哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？RevisedBrandAuditQuestions

91Thinkingaboutthefeelingsandemotionsthebrandevokesinyou… 想象一下这个品牌给你带来的感受和情绪……Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand? 当你和这个品牌有联系时，你体验到那些特别的感受和情绪？Whatpersonalmemories,experiencesor associationsdoesthisbrandbringtomind? 这个品牌让你回忆起哪些个人的记忆、体验或联想？Whatdoesthisbranddoforyouinyourlifethatotherbrandsdon’t? 这个品牌在你的生活中做了哪些其他品牌无法做的事情？whatuniquecontributiondoesitmake?

它带来哪些独特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?

它带给你哪些有关试用这个类别产品的特殊的观感？Thinkingaboutthefeelingsan92Nowsteppingoutoftheroleofthebrand’suser,andconsideringalltheimplicationsoftheseinsights… 现在走出品牌使用者的角色，考虑所有这些消费者洞察的启示Whatdotheseinsightssuggestorsignalaboutthebrand? 这些消费者洞察暗示了这个品牌的哪些方面？Whatisthemoodofthebrand? 这个品牌的情绪是怎样的？Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes? 这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同的方面？

Nowsteppingoutoftheroleo93BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

品牌检验帮助我们确定消