度品牌培训讲义

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

分组练习Gobackintoyourgroups 回到你的小组ExploretheBrandWorldforyourbrand 发掘你们品牌的品牌世界

GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 产出接触点并运用策略矩阵加以评估Reportbackinonehourstime 1小时后报告Conclusion 结论DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我们学习了什么？

IdeaBrandAudit品牌牌检检验验BrandScan品牌牌扫扫描描Pointsofcontact接触触点点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere如如何何得得到到？？Sequence顺顺序序BrandScan品牌牌扫扫描描BrandAudit品牌牌检检验验Pointsofcontact接触触点点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt为为什什么么我我们们这这样样做做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品品牌牌和和消消费费者者的的每每个个接接触触点点，，创创造造可可以以让让品品牌牌前前进进的的伟伟大大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?它实际际吗？？负担担得起起吗？？Willitbuildthebrand?它是否否会建建立品品牌？？IfnotstartagainPuttingItAllTogether将将所有有的东东西放放在一一起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足够了了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Focusonoutputnotprocess重点是是产出出不是过过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不不一样样的事情情Keymessagestotakefromfromthissession本次次课课程程的的主要要讯讯息息Closing结结束束语语360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有有点点复复杂杂，，但但并并不不是是很很复复杂杂Thebasisistwogroupmeetings-frontandback基础础是是两两次次团团队队的的会会议议（（前前期期和和后后期期））Itdoesn’’thappennaturally它不不会会自自然然的的发发生生Thebigenemyisintegration最大大的的敌敌人人是是整整合合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要要成功功运用360度度品牌思思考，我我么必须须清楚Think360Degreefromthebeginning从一开始始就从360度度角度思思考问题题360Degreethinkingisnotlinear360度思考不不是线性性的focusonoutputnotprocess重点在产产出，而而不是过过程don’’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作作填表或或跟随流流程Thinkintheround-everythingconnectswitheverythingelse每件事情情之间都都有联系系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最终传播播活动可可能不会会用到所所有的方方法，会会选择哪哪些最合合适的方方法BiggestRecipeforDisaster导导致灾灾难的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去对结结果的预预见，沉沉迷在过过程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回回答一系列列问题，填填完一些列列表格，工工作就可以以完成OtherRecipesforDisaster

其他他导致灾难难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己进进行比整个个团队作业业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives罗列每件事事情，不从从品牌融入入消费者生生活的角度度来考虑优优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget将360度度看作跨领领域销售或或仅仅作为为瓜分预算算的方法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有增强吗？？Isitpracticalandaffordable?它实际吗？？负担得起起吗？Willitbuildthebrand?它是否会建建立品牌？？IfnotstartagainPuttingItAllTogether将将所有的东东西放在一一起Drawamaptoshowhoweverythingfitstogether画个图看一一下，每件件事如何相相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何与你你的客户沟沟通CurrentRetrospectiveCases案案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交谈3.Kn