奥美 度品牌管理

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？Thinkingaboutthefeelingsandemotionsthebrandevokesinyou… 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？Nowsteppingoutoftheroleofthebrand’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？

BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

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WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords

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ChivasRegal:ThailandChiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondestmemoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen...whichwomenareonlytoohappytoshareWhenLookingatandEvaluatingBrandPrints

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ExamplesofShorterBrandPrints

精悍的品牌写真例如JaguarOriginalImpulse TheEconomistBankofChinaAmericanExpressJaguar(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Impulse(Europe)

ImpulsegivesmetheconfidencetoexploreandenjoythesometimesbumpyjourneyintowomanhoodAsIexperimentwiththeemergingme,Impulsesurroundsmewithanenergyfieldfilledwithvitality,spontaneityandthecouragetobemyselfTheEconomist(Asia)TheEconomistisredanddaringItsboldcovershintatwhatlieswithin:provocative,brutallyhonestandnon-conformistopinionsBeholdentonoone,itrefusesto‘kowtow’topopularity,andseesthroughthenewclothesofemperors,politiciansandtaipansalikeBankOfChina(Singapore)TheBankofChinaistheWiseOldManItbringswisdomtodealingswithyourassets...theWisdomofWealthAmericanExpress…isnotforeverybody.Itisforthosewhothinkbiggerthoughts,dobiggerthings,andpaintbiggerpicturesAmericanExpressAdditionalWaystoApproachWritingaBrandPrint其其他他形成成品牌牌写真真的方方法AtoZPhotomontage图片集集锦AToZ-AVerbalBankUsingwordassociationtoarticulatesuppressedfeelingsandemotions运用词词汇联联系来来表达达潜在在的感感觉和和情绪绪CanbeusedinadditiontoBrandAudittoenrichvocabulary除了可可以运运用在在品牌牌检验验，还还可以以丰富富词汇汇e.g.BMW(NewZealand)HowItWorks如如何何运用用GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown将字母母A开头的的与本本品牌牌有关关的词词汇都都写下下来ThenfortheletterB,thenforletterCetcetctoZ接着字字母B，字母C………到字母母ZReviewyourWordBank重新检检视你你的词词汇银银行Selectoneassociationforeachletter每一个个字母母选择择一个个有联联系的的内容容Writeasummary写下小小结AdultBlitzkriegCulturedDriveableEnvyFlatOutGruntHandlingIndependentJumpingKrautLookOutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEngineeredFashionableGlamourHitechIntelligentJazzKillerLuxuryManlyNotoldAmbitiousBetterConservativeDrivemeExpensiveFastGermanHotIntegrityKnowledgeLongtermMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcuseMe0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippy PositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZArrogant,aspirationalBallsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNotold,notslowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWesawaBMWas:HavingpowerundercontrolAfeelingofsuperiorityachievedbybeingthetamerofapowerful,passionatebeastAperfectsenseofharmonyandbalanceinacarwhichhaspurepowerandpassionunderitsskinTheBrandPrintwascraftedfromthispointPhotomontage-AVisualBank图图片片集锦锦视觉觉银行行Capturesspontaneous/implicitperceptions抓住自自发的的、有有暗示示意义义的认认知Veryusefulinunderstandingcompetitivedifferences在理解解竞争争性差差异时时非常常有用用Canbeusedinadditiontoothertechniquestoenrichvisualimages可以运运用在在其他他技术术上以以丰富富视觉觉形象象HowItWorks如如何何运用用Takeapileofoldmagazinesofalltypes找出一一对旧旧的各各式各各样的的杂志志Issueeveryonewithscissors发给每每个人人一把把剪刀刀Getthegrouptocutoutpicturesofimagesthatseemrelevanttothebrandandformthemintocollages让小组组建下下与品品牌有有关的的图片片，并并将他他们贴贴起来来Askeachindividualtoexplaintheircollage让每个个人解解释他他们的的图片片Summarise总结Useforcompetitorstoo对竞争争品牌牌用同同样的的方法法WhatABrandprintIs什什么么是品品牌写写真Avividstatementoftheuniquerelationshipthatexistsbetweenaconsumerandabrand一句有有关消消费者者和品品牌间间独特特关系系的生生动的的陈述述TheBrand’sDNAofitsfingerprint品牌指指纹的的DNAThecoretruthandspirit核心事事实和和精神神Uniquetothebrand.Impossibletotransfer具有独独特性性，无无法被被转让让ABrandprintIsNot品品牌写写真不不是……...Adescriptionofthebrand一个关关于品品牌的的描述述Adescriptionoftheadvertising一个关关于广广告的的描述述Amarketingobjective一个市市场目目标Astrategy一个策策略Abrief一份简简报Awishlist一份愿愿望表表AGoodBrandPrint好好的品品牌写写真PoetrynotProse-27DraftsEveryoneattempts,butone(usuallycreative)personisresponsibleforthefinalwords每个人人的努努力，，一个个人（（通常常是创创意人人员））负责责形成成最后后文字字Preparationisimportant.Takealongwalk,abath,aglass(ortwoorthree)ofwine……准备工工作很很重要要。散散步、、冲凉凉、喝喝几杯杯葡萄萄酒……….Mindsetiscritical.Lockuptheleftbrain,unlocktheright思维设设定很很重要要。锁锁上上左脑脑，打打开右右脑。。Exploreallsensorydimensions-look,sound,smell,touch,taste探索所所有感感官的的方面面－看看、声声音、、味道道、触触摸、、品尝尝Feelingsfirst,imagesnext,descriptiveslast第一是是感觉觉、其其次是是形象象、最最后是是描述述WritingaBrandPrint撰撰写写品牌牌写真真Avoidyetismslike避免转转折语语Traditionalyetcuriouslymodern传统但现代Youngheartedyetappealingtoallages年轻人人的心心但适合所所有年年龄人人群Avoidcliché…………避免官官腔Inthisfast-pacedmodernworld,it’snicetoknowthatBrandYisstillofferingZbenefit在这这个个快快节节奏奏的的现现代代社社会会，，品品牌牌Y还可可以以提提供供Z这样样的的好好处处真真是是太太好好Watchtiredlanguage注意意滥滥用用的的词词语语PowerfulORReliablyeffectiveORLight,fineconsistency强有有力力的的，，或或者者可可靠靠的的效效果果，，或或者者轻轻，，精精美美的的结结合合AvoidTiredLanguage……GetSomeFreshnessinYourWords避免免滥滥用用的的词词语语－－－－你你的的词词汇汇应应具具有有新新意意Orange,loud,aggressivehellbentongettingridofdirt,stainsandodours(Radion)Hopewithoutthehypeacreamyconcoction...ahandshakebargain(Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds)ATestforRecognisingAGoodBrandPrint测测试试Distinctive与众众不不同同Clear清楚楚Colloquial通俗俗的的Truthful诚实实的的Colourful有色色彩彩Aha!CompetitiveAdvantagesOfBrandStewardship品品牌牌管管家家的的好好处处Openidea(notablackbox)开放放的的想想法法Participative参与与Intuitive直觉觉Relativelyinexpensive相对对不不昂昂贵贵GenuinelyOgilvy诚实实的的奥奥格格威威BeyondTheBrandPrint除除了了品品牌牌写写真真TheBrandPrintisonlythebeginning品牌牌写写真真仅仅是是开开始始Itshouldinfluenceeverythingyoudoonyourbrand它将将会会影影响响到到你你对对品品牌牌做做作作的的每每一一件件事事情情Itisnotre-writtenveryoften它并并不不会会经经常常被被修修改改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea当与与品品牌牌挑挑战战方方在在一一起起，，它它可可以以激激发发品品牌牌IDEATeamExercise1分分组组练练习习Pickthebrandassignedtoyourgroup根据据各各组组被被指指定定的的品品牌牌Reviewwhatyoualreadyknowaboutit重温温你你们们对对该该品品牌牌了了解解的的所所有有内内容容ConductaBrandAuditonit,针对对它它作作品品牌牌检检验验Definethebrandprint形成成品品牌牌写写真真Reportbackinonehourstime1小时时后后报报告告4Ideasina360ººWorld360度世世界界中中的的IDEAUnlessyouradvertisingisbuiltonaBigIdeaitwillpasslikeashipinthenightDavidOgilvy-HowtocreateAdvertisingthatSells360isjustacompassandanemptyoceanwithoutaBigIdeaWhy为为什什么么？？360ººonlyworksifthereisastrongideabehindit只有有背背后后存存在在一一个个很很强强的的IDEA时，，360才才会会起起作作用用Clientsbuyourideasnotourprocesses客户户买买的的是是我我们们的的IDEAS，，而不不是是过过程程Wemightwanttoshowourwivesourmuscularbodiesbutnotourexercisemachines我们想给给妻子看看的是我我们健美美的身体体，而不不是我们们练习时时用的机机器Unlesswehaveasenseofwhatanideaisitisveryhardtosaywhetheranyoneideaisgoodorbad除非我们们知道什什么是““IDEA”，我们很难难判断某某个人的的“IDEA”是好还是是坏Exercise1WhatIsanIdea?什么是IDEA？TheClassicDefinitionBisociationoftwoormorepreviouslyunconnectedthoughtmatrices两个或多多个以前前不相关关想法的的组合ArthurKoestlerParetoDidn’tOnlyThinkAbout80/20Rules……HisDefinition…...Anewcombinationofoldelements旧元素的的新组合合ParetoADefinitionFromTheCreativeDirectorofJWTintheNineteenTwentiesInadvertisinganidearesultsfromanewcombinationofspecificknowledgeaboutproductsandpeoplewithgeneralknowledgeaboutlifeandevents在广告中中，IDEA来自于对对产品知知识的了了解和对对生活和和事件有有常识的的人两部部分的组组合JamesWebbYoungPuttingtheElementsTogether….OurDefinition我们的定定义Anunexpectedcombinationofdifferentthoughtswhichputsaparticularthinginanewandinvolvingcontext不同想法法的一个个意想不不到的组组合，它它将一个个特定的的事物放放在一个个新的联联系中Or,ToPutItAnotherWay

或者者从另一一个角度度Makingthefamiliar让熟悉的的事务andthestrangefamiliar和陌生的的事物变变得熟悉悉StrangeThinkofSomeExamplesOfideasthatgrewoutofcombiningfamiliarthingsinanunfamiliarwayor将熟悉的的事物用用不熟悉悉的方法法组合起起来seeingthefamiliarinanunfamiliarway用不熟悉悉的方法法看熟悉悉的事物物Exercise2IBMLaunchWhatIsanIdea?ShowFilmsSoWhatWasTheIBMIdeaIBM的IDEA是是什么？？IBMIdeaUnexpectedusers,everywhere,areenfranchisedbytechnology意想不到到的使用用者，在任何地地方，被被技术赋赋予同样样的权利利PuttingThisintotheContextof360DegreeBrandThinking将这些放放在360度思思考的框框架内Challenge挑战Inordertomeetourobjectivewehaveto…为了达到到我们的的目标，，我们必必须…...BrandPrint品牌写真真adescriptionoftheBrand’sDNA品牌DNA的描述IdeatheunexpectedcombinationofdifferentthoughtswhichputsthebrandinanewandinvolvingcontextExecution执行thetechniques,propertiesandproductionvalueswhichconveytheidea可以传达达IDEA的技术、、道具、、制作等等IBMChallenge挑战IBMastheunderlyingfabricoftheinformationageIBM作为信息息时代的的基石BrandPrint品牌写真真magicIcantrust我可以相相信的魔魔力IBMIdeaunexpectedusers,everywhere,areenfranchisedbytechnology出乎意料料的使用用者,在在任何何地方,被技技术赋予予同样的的权利Execution(advertising)执行(广广告)subtitlesprovideavehicleforoverlayingtechno-speakonordinaryspeakExercise3inPairsHowwouldyoutranslatetheIBMcreativeideaintoaposter?如何将IBM创意IDEA转化成海报?TakingIdeasAcrossDisciplinesorMediaTranslation-adaptationonly转化Stretching-extendingtheideainsome延展性way,orusingthenewcontexttopresenttheideainadifferentlightInterplay-makingtheIdeahaveimpactina相互影响响differentordeeperwayExecution执执行Techniquesarenotideas技术不是是IDEAdemonstration展示sliceoflife生活片断断endorsementbypersonality个性的背背书A"property"isanexecutionalcomponentthatintimestartstosignifytheideaIdeasandExecutionIdeaWeak弱Strong强ExecutionGreat杰出Poor较差Exercise4Pickthebrandassignedtoyourgroup根据每组组指定的的品牌Youhavealreadyidentifiedthekeychallengefacingthebrandandhaveestablisheditsbrandprint.你们已经经确定品品牌所面面临的挑挑战，同同时完成成其品牌牌写真Notkeepingthatinmindcomeupwithabrandidea现在产出出一个品品牌IDEAReportbackinhalfanhour半小时后后报告SevenSecretsforGreatIdeas杰杰出的IDEA得七个个秘诀1.Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest从理论上去去定义杰出出的IDEA的特性，不不会帮助你你创造出杰杰出的IDEA。。2. Thebestideascomeoutofaprocessof““emotionalsmothering”ofthecreativeteam最好的IDEA来自于创意意小组的““情感窒息息”3.Thecreatoroftheideaoftendoesnotalwaysrecognizeitassuchhimself杰出IDEA的创造者，，经常自己己无法辨识识。SevenSecretsforGreatIdeas4.Thereareahundredstagesduringwhichgoodideascanbelost,mostoftheminternal有很多阶段段，好的IDEA会被放弃，，大部分分是在我们们内部5.Clientsassessideasrelativelynotabsolutely客户不会绝绝对的评估估相关的IDEA6.Researchcankillgoodideasbutitcanalsosavethem调研可以杀杀死好的IDEA，，但也可以拯拯救它。7.Thebestcreativeideasbecomestrategicideasratherthanviceversa最好的创意意IDEA可以成为策策略IDEA，，相反的情况况则不多5WhereHaveWeGotto?

我们已已经知道什什么？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我们已经从从360度度角度审视视品牌,寻寻找它的的弱点品牌挑挑战WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我们已经发发掘出品牌牌的主要方方面,形形成品牌写写真PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea品牌写真与与品牌挑战战一起,激激发出品品牌IDEAWenowhavetotaketheIdeaoutintotheworldofthecustomerandmaximisetheirinvolvement我们必须将将品牌IDEA带入消费者者的世界,让品牌牌与消费者者的融入度度达到最大大化CreatingaBrandWorld

创造造一个品牌牌世界BrandWorld品牌世界PointsofContact接触点IdeaWhatWeAreTryingtoDoDifferently我我们试图图有哪些不不同的做法法?ConventionalCommunication传统的传播播Singleunconnectedshots单纯\无联联系360ºCommunicatio360度的传播CreatesaBrandWorldwhichinvolvesthecustomer创造一个融融入消费者者的品牌世世界Anexperienceofthebrand,notjustthedeliveryofacommunication品牌的体验验,非仅仅仅讯息的的传递GreaterInvolvementIsAbout较较强的融融入度是关关于Intensity密集度Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore可以让品牌牌IDEA发光的接触触点,同同时让消费费者融入更更深.Interplay相互影响Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接触点点共同作用用,以达达到最大的的融入度.MultipleConnections多多维联系系Theideaconnectswiththecustomerinmultipleways-creatingasensorysurroundIDEA以多种方式式与消费者者相连接,创造整整体感受InTheDifferentEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接触触点,消消费者与品品牌有不同同的接触状状况Wecancreateinterplaybetweentheencounters我们可以创创造它们之之间的相互互影响Wecanusethisinterplaytointensifyinvolvement我们可以运运用这些相相互影响加加强品牌的的融入度LaunchingaNewLowCostCreditCard:TheOldWay

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

低费用用信用卡上上市(新方方式)Ineditorialcolumns,aspeciallycommissionedexternalreportonthehighcostofborrowingreceiveshighcoverage-creatinganissue专栏创造话话题LaunchTVadvertisingmajorsonanewkindoflowinterestcard-capitalizingontheconcern电视广告形形成关注Amailshotmakesanearlybirdofferandprovidesdetailedcompetitivecomparisons邮件提供详详细的比较较Interplay相互影响响Creatinganissue创造话题Offeringasolution提供解决方案MakinganofferLowInterestRates低利率InterplayThroughTime时间上的相相互影响Level13wks

Createissue创造话题

Establishidea建立IDEACreatedesire创造需求Level25wksInform&educate告知知\教教育育Driveresponse引导导反反应应Level38wks

Activation&usage 行动和使用PR公关关Outdoor户外外Posters海报报Events事件件PrintAds平面面Radio电台台Buses车身身DRTVDRTVTelemarketing电话话行行销销SolicitationPacksTake-OnesWeb-Site网站站FSIWelcomePackWelcomeCallBalanceTransferMGMMembershipRewardsX-SellGettingtheBrandTeamtogether集集合合所所有有品品牌牌团团队队成成员员Thesecondpointwhenthewholeteamhavetomeet,includingMindshare第二二次次所所有有成成员员必必须须参参加加,包包括括传传立立Atanktreatmenttoimmerseourselvesintheworldofthecustomer让我我们们进进入入消消费费者者的的世世界界andexplorehowthebrandcangetinvolvedinpeoples’’reallives探究究品品牌牌如如何何更更多多融融入入人人们们的的生生活活CloseYourEyesandImagineSeeingaFish闭闭上上眼眼睛睛,想想象象你你正正看看到到一一条条鱼鱼Nowcloseyoureyesagainandimaginebeingafish现在在再再次次闭闭上上眼眼睛睛,想想象象你你自自己己变变成成一一条条鱼鱼BeingaFish,NotSeeingaFish

变成鱼,而不是看看着鱼PointsofContact

接触点点Explorethepossiblepointsofcontactbetweenthebrandanditscustomers探究品牌与其其消费者之间间的可能接触触点Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand仔细想一下消消费者每天的的生活,在在哪里他们会会经常想到或或用到这个品品牌ForInstance,theBrandWorldforMiloinThailand例例子:Milo的品品牌世界,泰泰国Miloistherewheneverandwhereeverthecustomersare无论何时何地地,Milo都存在inschool………athome在学校……在在家中inruralareas………atlocalsportingevents在乡村田野………在当地体体育活动中incoffeeshops……….inthemedia在咖啡店………在媒体上AndwhereMilois,itgivesthemandsurroundsthemwiththingsthathelpthemwinatsportMilo提供给的,都都可以帮助助他们在体育育活动中赢得得胜利的HelpingThaikidsfulfiltheirsportingdreams帮助泰国孩子子完成体育的的梦想SomeTechniquesToStimulatePointofContactOpportunities一一些帮助激激发接触点的的技术Dayinthelife生活中的一天天Snapshuffledeck扑克牌TheCompassdial指南针ADayintheLife

生活中中的一天Astage-managedexperience一种体验Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship让品牌团队感感受品牌与消消费者关系的的环境、情感感和表情等Stimulatingalltheirsenses-sound,sight,touch,smell,taste刺激他们所有有的感官听觉、视视觉、触觉、、味觉等PossibleStimuli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、照片片Workplacenoises工作场所的声声音Photos相片Logosofbusinesspartners商业伙伴的LogoTheirmagazines他们的杂志Signalsoftheirinterests&activities感兴趣事情和和活动Toolsoftheirtrade交易工具Bookshelf书架Contentsoftheirhandbags手提袋中的内内容Videoclips&voxpopsCompetitiveproducts竞争产品Articlesoncompetitors竞争者的文章章Holidaysnaps假日Photosofbedroomorkitchen居室、厨房的的照片SnapCarddeckPicktwocards,onefromeachdeck每个盒子内抽抽出一张卡片片RedDeck红色盒子Wheretheycouldbemostinvolved在那里他们会会被融入得最深BlueDeck蓝色盒子Whatishappeningintheirlives在他们的生活活中发生了什么？？+Comeupwithpossiblepointsofcontact形成可能的接接触点UsingYourImpressionofWhatIsHappeningintheWorldatLarge……运用你自己的的印象Whatdoyoufeelishappeninginpeople’slivesthatmightaffecttheirrelationshipwiththebrand?现实生活中发发生的哪些事事情，会影响响到消费者与与本品牌的关关系Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon?哪些他们所认认可的人或事事本品牌可以以学习、利用用？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand?市场中的哪些些新发展可能能会影响到消消费者对本品品牌的感受？？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship?你想象一下，，竞争者做做什么可能危危及消费者与与本品牌之间间的关系？BlueDeckThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer思考在哪里品品牌可以融入入消费者Whenarethebrand’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)?在哪些时间，，品牌的消费费者对媒体最最投入？（时时间、地点、、行为、态度度）Isthereanaturalmediafitbetweenthebrandanditscustomers’lifestyles?是否存在自然然的媒介，让让品牌和消费费者生活相联联系？Whatischanginginthewaythebrand’scustomersconsumemedia?本品牌消费者者消费媒体的的行为是否有有所改变？Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)differenttargetaudiences?哪些方式可以以让媒体度身身定做以加强强消费者与品品牌的关系？？a)不同的讯息b)不同的目标对对象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand?在选择和运用用媒体上，是是否存在自然然的顺序，加加强消费者对对品牌的投入入度RedDeckMoreObviousPointsofContact明明显的接触触点Theouterrimofthedial罗盘的外层LessObviousPointsofContact不不太明显的的接触点AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何让品牌与与消费者品牌牌世界产生联联系的东西都都是媒体ForExample例如SeagramFourRosesgiveawaytattoos纹身Apottedplant盆景AWineCork

葡萄酒软软木塞HaveaBreak

小憩片片刻Fun&Fitness

inanMTRMirrorLong,long,long,longlife-DuracellDuracellPlacedAfterWeatherReportsonaPagerMovingThroughAtthisstagewehaveanumberofpossiblepointsofcontactthroughwhichtheideacanconnectwiththecustomer我们有一系列列与IDEA有关的品牌接接触点Howdowethenpickthebestcombinationofpointsofcontact-theBrandWorldwearecreating?我们如何选择择接触点的最最佳组合？OurabilitytosurroundtheconsumerwiththebrandinwaysthatworkeffectivelyincreasesthevalueofwhatweofferexponentiallyShellyLazarusEvaluation评评估Intensityofinvolvement投入强度Howcanapointofcontactmaketheideashinebrighter?接触点如何让让IDEA变得更精彩？？Interplay相互联系Howcandifferentpointsofcontactworktogetherforgreateroverallinvolvement?不同的接触点点如何共同作作用，让整体体品牌投入度度最大化？9、静夜四无