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其其他形成成品牌写真真的方法AtoZPhotomontage图片集锦AToZ-AVerbalBankUsingwordassociationtoarticulatesuppressedfeelingsandemotions运用词汇联联系来表达达潜在的感感觉和情绪绪CanbeusedinadditiontoBrandAudittoenrichvocabulary除了可以运运用在品牌牌检验，还还可以丰富富词汇e.g.BMW(NewZealand)HowItWorks如如何运用用GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown将字母A开头的与本本品牌有关关的词汇都都写下来ThenfortheletterB,thenforletterCetcetctoZ接着字母B，字母C……到字母ZReviewyourWordBank重新检视你你的词汇银银行Selectoneassociationforeachletter每一个字母母选择一个个有联系的的内容Writeasummary写下小结AdultBlitzkriegCulturedDriveableEnvyFlatOutGruntHandlingIndependentJumpingKrautLookOutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEngineeredFashionableGlamourHitechIntelligentJazzKillerLuxuryManlyNotoldAmbitiousBetterConservativeDrivemeExpensiveFastGermanHotIntegrityKnowledgeLongtermMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcuseMe0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippy PositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZArrogant,aspirationalBallsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNotold,notslowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWesawaBMWas:HavingpowerundercontrolAfeelingofsuperiorityachievedbybeingthetamerofapowerful,passionatebeastAperfectsenseofharmonyandbalanceinacarwhichhaspurepowerandpassionunderitsskinTheBrandPrintwascraftedfromthispointPhotomontage-AVisualBank图图片集锦锦视觉银行行Capturesspontaneous/implicitperceptions抓住自发的的、有暗示示意义的认认知Veryusefulinunderstandingcompetitivedifferences在理解竞争性性差异时非常常有用Canbeusedinadditiontoothertechniquestoenrichvisualimages可以运用在其其他技术上以以丰富视觉形形象HowItWorks

如何运运用Takeapileofoldmagazinesofalltypes找出一对旧的的各式各样的的杂志Issueeveryonewithscissors发给每个人一一把剪刀Getthegrouptocutoutpicturesofimagesthatseemrelevanttothebrandandformthemintocollages让小组建下与与品牌有关的的图片，并将将他们贴起来来Askeachindividualtoexplaintheircollage让每个人解释释他们的图片片Summarise总结Useforcompetitorstoo对竞争品牌用用同样的方法法WhatABrandprintIs什什么是品牌牌写真Avividstatementoftheuniquerelationshipthatexistsbetweenaconsumerandabrand一句有关消费费者和品牌间间独特关系的的生动的陈述述TheBrand’sDNAofitsfingerprint品牌指纹的DNAThecoretruthandspirit核心事实和精精神Uniquetothebrand.Impossibletotransfer具有独特性，，无法被转让让ABrandprintIsNot品品牌写真不是是…...Adescriptionofthebrand一个关于品牌牌的描述Adescriptionoftheadvertising一个关于广告告的描述Amarketingobjective一个市场目标标Astrategy一个策略Abrief一份简报Awishlist一份愿望表AGoodBrandPrint好的品品牌写真PoetrynotProse-27DraftsEveryoneattempts,butone(usuallycreative)personisresponsibleforthefinalwords每个人的努力力，一个人（（通常是创意意人员）负责责形成最后文文字Preparationisimportant.Takealongwalk,abath,aglass(ortwoorthree)ofwine…准备工作很重重要。散步、、冲凉、喝几几杯葡萄酒……….Mindsetiscritical.Lockuptheleftbrain,unlocktheright思维设定很重重要。锁上上左脑，打开开右脑。Exploreallsensorydimensions-look,sound,smell,touch,taste探索所有感官官的方面－看看、声音、味味道、触摸、、品尝Feelingsfirst,imagesnext,descriptiveslast第一是感觉、、其次是形象象、最后是描描述WritingaBrandPrint撰撰写品牌写写真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龄人群Avoidcliché……避免官腔Inthisfast-pacedmodernworld,it’’snicetoknowthatBrandYisstillofferingZbenefit在这个快节奏奏的现代社会会，品牌Y还可以提供Z这样的好处真真是太好Watchtiredlanguage注意滥用的词词语PowerfulORReliablyeffectiveORLight,fineconsistency强有力的，或或者可靠的效效果，或者轻轻，精美的的结合AvoidTiredLanguage……GetSomeFreshnessinYourWords避免滥用的词词语－－你的的词汇应具有有新意Orange,loud,aggressivehellbentongettingridofdirt,stainsandodours(Radion)Hopewithoutthehypeacreamyconcoction...ahandshakebargain(Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds)ATestforRecognisingAGoodBrandPrint

测试Distinctive与众不同Clear清楚Colloquial通俗的Truthful诚实的Colourful有色彩Aha!CompetitiveAdvantagesOfBrandStewardship品品牌管家的的好处Openidea(notablackbox)开放的想法Participative参与Intuitive直觉Relativelyinexpensive相对不昂贵GenuinelyOgilvy诚实的奥格威威BeyondTheBrandPrint

除了品牌牌写真TheBrandPrintisonlythebeginning品牌写真仅是是开始Itshouldinfluenceeverythingyoudoonyourbrand它将会影响到到你对品牌做做作的每一件件事情Itisnotre-writtenveryoften它并不会经常常被修改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea当与品牌挑战战方在一起，，它可以激发发品牌IDEATeamExercise1分分组练习Pickthebrandassignedtoyourgroup根据各组被指指定的品牌Reviewwhatyoualreadyknowaboutit重温你们对该该品牌了解的的所有内容ConductaBrandAuditonit,针对它作品牌牌检验Definethebrandprint形成品牌写真真Reportbackinonehourstime1小时后报告4Ideasina360ºWorld360度世界中的IDEAUnlessyouradvertisingisbuiltonaBigIdeaitwillpasslikeashipinthenightDavidOgilvy-HowtocreateAdvertisingthatSells360isjustacompassandanemptyoceanwithoutaBigIdeaWhy为什什么？360ºonlyworksifthereisastrongideabehindit只有背后存在在一个很强的的IDEA时，360才才会起作用用Clientsbuyourideasnotourprocesses客户买的是我我们的IDEAS，，而不是过程Wemightwanttoshowourwivesourmuscularbodiesbutnotourexercisemachines我们想给妻子子看的是我们们健美的身体体，而不是我我们练习时用用的机器Unlesswehaveasenseofwhatanideaisitisveryhardtosaywhetheranyoneideaisgoodorbad除非我们知道道什么是“IDEA”，，我们很难判断断某个人的““IDEA”是好还是坏Exercise1WhatIsanIdea?什么是IDEA？TheClassicDefinitionBisociationoftwoormorepreviouslyunconnectedthoughtmatrices两个或多个以以前不相关想想法的组合ArthurKoestlerParetoDidn’tOnlyThinkAbout80/20Rules…HisDefinition…...Anewcombinationofoldelements旧元素的新组组合ParetoADefinitionFromTheCreativeDirectorofJWTintheNineteenTwentiesInadvertisinganidearesultsfromanewcombinationofspecificknowledgeaboutproductsandpeoplewithgeneralknowledgeaboutlifeandevents在广告中，IDEA来自于对产品品知识的了解解和对生活和和事件有常识识的人两部分分的组合JamesWebbYoungPuttingtheElementsTogether….OurDefinition我们的定义Anunexpectedcombinationofdifferentthoughtswhichputsaparticularthinginanewandinvolvingcontext不同想法的一一个意想不到到的组合，它它将一个特定定的事物放在在一个新的联联系中Or,ToPutItAnotherWay或或者从另一一个角度Makingthefamiliar让熟悉的事务务andthestrangefamiliar和陌生的事物物变得熟悉StrangeThinkofSomeExamplesOfideasthatgrewoutofcombiningfamiliarthingsinanunfamiliarwayor将熟悉的事物物用不熟悉的的方法组合起起来seeingthefamiliarinanunfamiliarway用不熟悉的方方法看熟悉的的事物Exercise2IBMLaunchWhatIsanIdea?ShowFilmsSoWhatWasTheIBMIdeaIBM的IDEA是什么么？IBMIdeaUnexpectedusers,everywhere,areenfranchisedbytechnology意想不到的使使用者，在任何地方，，被技术赋予予同样的权利利PuttingThisintotheContextof360DegreeBrandThinking将这些放在360度思考考的框架内Challenge挑战Inordertomeetourobjectivewehaveto…为了达到我们们的目标，我我们必须…...BrandPrint品牌写真adescriptionoftheBrand’sDNA品牌DNA的描述IdeatheunexpectedcombinationofdifferentthoughtswhichputsthebrandinanewandinvolvingcontextExecution执行thetechniques,propertiesandproductionvalueswhichconveytheidea可以传达IDEA的技术、道具具、制作等IBMChallenge挑战IBMastheunderlyingfabricoftheinformationageIBM作为信信息时时代的的基石石BrandPrint品牌写写真magicIcantrust我可以以相信信的魔魔力IBMIdeaunexpectedusers,everywhere,areenfranchisedbytechnology出乎意意料的的使用用者,在在任何何地方方,被被技技术赋赋予同同样的的权利利Execution(advertising)执行(广告告)subtitlesprovideavehicleforoverlayingtechno-speakonordinaryspeakExercise3inPairsHowwouldyoutranslatetheIBMcreativeideaintoaposter?如何将将IBM创意IDEA转化成成海报?TakingIdeasAcrossDisciplinesorMediaTranslation-adaptationonly转化Stretching-extendingtheideainsome延展性性way,orusingthenewcontexttopresenttheideainadifferentlightInterplay-makingtheIdeahaveimpactina相互影影响differentordeeperwayExecution执执行Techniquesarenotideas技术不不是IDEAdemonstration展示sliceoflife生活片片断endorsementbypersonality个性的的背书书A"property"isanexecutionalcomponentthatintimestartstosignifytheideaIdeasandExecutionIdeaWeak弱Strong强ExecutionGreat杰出Poor较差Exercise4Pickthebrandassignedtoyourgroup根据每每组指指定的的品牌牌Youhavealreadyidentifiedthekeychallengefacingthebrandandhaveestablisheditsbrandprint.你们已已经确确定品品牌所所面临临的挑挑战，，同时时完成成其品品牌写写真Notkeepingthatinmindcomeupwithabrandidea现在产产出一一个品品牌IDEAReportbackinhalfanhour半小时时后报报告SevenSecretsforGreatIdeas杰杰出的的IDEA得七七个秘秘诀1.Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest从理论论上去去定义义杰出出的IDEA的特性性，不不会帮帮助你你创造造出杰杰出的的IDEA。。2.Thebestideascomeoutofaprocessof““emotionalsmothering”ofthecreativeteam最好的的IDEA来自于于创意意小组组的““情感感窒息息”3.Thecreatoroftheideaoftendoesnotalwaysrecognizeitassuchhimself杰出IDEA的创造造者，，经常常自己己无法法辨识识。SevenSecretsforGreatIdeas4.Thereareahundredstagesduringwhichgoodideascanbelost,mostoftheminternal有很多多阶段段，好好的IDEA会被放放弃，，大大部分分是在在我们们内部部5.Clientsassessideasrelativelynotabsolutely客户不不会绝绝对的的评估估相关关的IDEA6.Researchcankillgoodideasbutitcanalsosavethem调研可可以杀杀死好好的IDEA，，但也可可以拯拯救它它。7.Thebestcreativeideasbecomestrategicideasratherthanviceversa最好的的创意意IDEA可以成成为策策略IDEA，，相反的的情况况则不不多5WhereHaveWeGotto?我我们已已经知知道什什么？？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge我们已已经从从360度度角度度审视视品牌牌,寻寻找找它的的弱点点品品牌挑挑战WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint我们们已已经经发发掘掘出出品品牌牌的的主主要要方方面面,形形成成品品牌牌写写真真PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea品牌牌写写真真与与品品牌牌挑挑战战一一起起,激激发发出出品品牌牌IDEAWenowhavetotaketheIdeaoutintotheworldofthecustomerandmaximisetheirinvolvement我们们必必须须将将品品牌牌IDEA带入入消消费费者者的的世世界界,让让品品牌牌与与消消费费者者的的融融入入度度达达到到最最大大化化CreatingaBrandWorld创创造造一一个个品品牌牌世世界界BrandWorld品牌牌世世界界PointsofContact接触触点点IdeaWhatWeAreTryingtoDoDifferently我我们们试试图图有有哪哪些些不不同同的的做做法法?ConventionalCommunication传统统的的传传播播Singleunconnectedshots单纯纯\无无联联系系360ººCommunicatio360度的的传传播播CreatesaBrandWorldwhichinvolvesthecustomer创造造一一个个融融入入消消费费者者的的品品牌牌世世界界Anexperienceofthebrand,notjustthedeliveryofacommunication品牌的体体验,非非仅仅仅讯息的的传递GreaterInvolvementIsAbout

较强强的融入入度是关关于Intensity密集度Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore可以让品品牌IDEA发光的接接触点,同时时让消费费者融入入更深.Interplay相互影响响Differentpointsofcontactworkingtogetherforgreateroverallinvolvement不同接触触点共同同作用,以达达到最大大的融入入度.MultipleConnections多多维联系系Theideaconnectswiththecustomerinmultipleways-creatingasensorysurroundIDEA以多种方方式与消消费者相相连接,创造造整体感感受InTheDifferentEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接接触点,消费费者与品品牌有不不同的接接触状况况Wecancreateinterplaybetweentheencounters我们可以以创造它它们之间间的相互互影响Wecanusethisinterplaytointensifyinvolvement我们可以以运用这这些相互互影响加加强品牌牌的融入入度LaunchingaNewLowCostCreditCard:TheOldWay

低费费用信用用卡上市市(旧旧方式)LaunchTVcommercial上市电视视广告Simultaneouspressconference同时举办办新闻发发布会MailpackcarriesstillfromTVC邮件外表表来自TVCThismaybeintegration:itisnot360ºthinking这可能市市整合的的思考,但不是360度度的思考考LaunchingaNewLowCostCreditCard:TheNewWay

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

Createissue创造话题

Establishidea建立IDEACreatedesire创造需求Level25wksInform&educate告知\教教育Driveresponse引导反应应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电话行销销SolicitationPacksTake-OnesWeb-Site网站FSIWelcomePackWelcomeCallBalanceTransferMGMMembershipRewardsX-SellGettingtheBrandTeamtogether集集合所所有品牌牌团队成成员Thesecondpointwhenthewholeteamhavetomeet,includingMindshare第二次所有成成员必须参加加,包括传传立Atanktreatmenttoimmerseourselvesintheworldofthecustomer让我们进入消消费者的世界界andexplorehowthebrandcangetinvolvedinpeoples’reallives探究品牌如何何更多融入人人们的生活CloseYourEyesandImagineSeeingaFish

闭上眼睛睛,想象你你正看到一条条鱼Nowcloseyoureyesagainandimaginebeingafish现在再次闭上上眼睛,想想象你自己变变成一条鱼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?不同的接触触点如何共共同作用，，让整体品品牌投入度度最大化？？9、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Friday,December23,202210、雨中黄叶叶树，灯下下白头人。。。21:11:5921:11:5921:1112/23/2