度品牌管理四

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如何得到？Sequence顺序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？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将所有的东西西放在一起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案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交谈3.Knowenough足够了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Focusonoutputnotprocess重点是产出不是过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一样的事情Keymessagestotakefromfromthissession本次课程的主要讯息Closing结束语360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有点复杂，，但并不是很很复杂Thebasisistwogroupmeetings-frontandback基础是两次团团队的会议（（前期和后期期）Itdoesn’thappennaturally它不会自然的的发生Thebigenemyisintegration最大的敌人是是整合RedFireisthepassionthatdrivesus红色火焰是驱驱动我们的热热情Pre-eminentcreativeforce卓越的创意力力量Bestpeople最好的人员Mostvaluedbythosewhomostvaluebrands被珍惜品牌的的人所赏识360DegreewithoutRedFirerevertsbacktointegration没有红色火焰焰的360度度将会回到整整合的阶段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功运用360度品牌牌思考，我么么必须清楚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导致灾难的最最大因素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其他导致灾难难的因素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？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将所有的东西西放在一起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案例回顾AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交交谈3.Knowenough足够了了解1.Attitude,Attitude,Attitude态度7.Justdoit4.Foc