度品牌管理课件

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品牌检检验BrandScan品牌扫扫描Pointsofcontact接触点点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere如何得得到？？Sequence顺序BrandScan品牌扫扫描BrandAudit品牌检检验Pointsofcontact接触点点Challenge挑战BrandPrint品牌写真

IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt为什么么我们们这样样做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌牌和消消费者者的每每个接接触点点，创创造造可以以让品品牌前前进的的伟大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消消费者者投入入度最最高的的接触触点，，让让我们们将力力量集集中在在那里里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客客户和和他们们消费费者之之间的的关系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客客户的的价值值，通通过市市场份份额、、利润润和股股价AddedfutureClientvaluebydrivingnewopportunities通过驱驱动新新的机机会增增加客客户未未来的的价值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们们有更更好的的回报报WhyWeHaveDoneIt为什么么我们们这样样做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌牌和消消费者者的每每个接接触点点，创创造造可以以让品品牌前前进的的伟大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消消费者者投入入度最最高的的接触触点，，让让我们们将力力量集集中在在那里里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客客户和和他们们消费费者之之间的的关系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客户的的价值，通通过市场份份额、利润润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新新的机会增增加客户未未来的价值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更更好的回报报WasItWorthit?它值得吗？？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重点是产出出不是过程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一样样的事情Keymessagestotakefromfromthissession本次课程的的主要讯息Closing结束语360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有点复杂杂，但并不不是很复杂杂Thebasisistwogroupmeetings-frontandback基础是两次次团队的会会议（前期期和后期））Itdoesn’’thappennaturally它不会自然然的发生Thebigenemyisintegration最大的敌人人是整合RedFireisthepassionthatdrivesus红色火焰是是驱动我们们的热情Pre-eminentcreativeforce卓越的创意意力量Bestpeople最好的人员员Mostvaluedbythosewhomostvaluebrands被珍惜品牌牌的人所赏赏识360DegreewithoutRedFirerevertsbacktointegration没有红色火火焰的360度将会会回到整合合的阶段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功运用用360度度品牌思考考，我么必必须清楚Think360Degreefromthebeginning从一开始就就从360度角度思思考问题360Degreethinkingisnotlinear360度思考不是是线性的focusonoutputnotprocess重点在产出出，而不是是过程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填填表或跟随随流程Thinkintheround-everythingconnectswitheverythingelse每件事情之之间都有联联系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最终传播活活动可能不不会用到所所有的方法法，会选择择哪些最合合适的方法法BiggestRecipeforDisaster导致灾难的的最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去对结果果的预见，，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其他导致灾灾难的因素素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.T