365度品牌培訓講義

Victoria’sSecret:ObjectiveGetmentobuywomen’’sunderwear..讓男人去買女女人的內衣.…..asgiftsforwomen……作為給女人的的禮物Sowherecanwefindattentivemen?哪里可以找到到專心的男人人？AndnowforsomethingcompletelydifferentFashionshow時裝秀Webcast網絡SuperbowladSuperbowl廣告Doaworld’’sfirstandpubliciseit..開創(chuàng)先例，并并且讓公眾知道LeadIdeasIntensificationbyweavingtheideastogether將將不同的IDEA組織在在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl在Superbowl期間發(fā)布廣告告，告知公公眾世界上第第一個網上市市裝秀Problem:responselevelscrashedthesystem!難題： 系統(tǒng)統(tǒng)崩潰！Summary小結Interplayandintensificationimproveresults相互影響和強強化提升最終終結果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem品牌世界時一一個感覺的世世界，它通通過選擇不同同有相互影響響的接觸點，，加強消費者者對品牌的投投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools各種360度度思考的工具具GroupExercise3

分組練習習Gobackintoyourgroups回到你的小組組ExploretheBrandWorldforyourbrand發(fā)掘你們品牌牌的品牌世界界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix產出接觸點并并運用策略矩矩陣加以評估估Reportbackinonehourstime1小時后報告Conclusion結論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學學習了什么？？IdeaBrandAudit品牌檢驗BrandScan品牌掃描Pointsofcontact接觸點Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere

如何得到到？Sequence順序序BrandScan品牌掃描BrandAudit品牌檢驗Pointsofcontact接觸點Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行WhyWeHaveDoneIt為為什么我們這這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消費費者的每個接接觸點，創(chuàng)創(chuàng)造可以讓品品牌前進的偉偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消費者投投入度最高的的接觸點，讓讓我們將力力量集中在那那里Thus因因此Improvedtherelationshipbetweenclientsandtheircustomers提升客戶和他他們消費者之之間的關系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的價價值，通過市市場份額、利利潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新的的機會增加客客戶未來的價價值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更好好的回報WhyWeHaveDoneIt為為什么我們這這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消費費者的每個接接觸點，創(chuàng)創(chuàng)造可以讓品品牌前進的偉偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消費者投投入度最高的的接觸點，讓讓我們將力力量集中在那那里Thus因因此Improvedtherelationshipbetweenclientsandtheircustomers提升客戶和他他們消費者之之間的關系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的價價值，通過市市場份額、利利潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新新的機會增增加客戶未未來的價值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更更好的回報報WasItWorthit?它它值得嗎嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素素健是否有有相互影響響？Areweintensifyingtheidea?IDEA有增增強強嗎嗎？？Isitpracticalandaffordable?它實實際際嗎嗎？？負負擔擔得得起起嗎嗎？？Willitbuildthebrand?它是是否否會會建建立立品品牌牌？？IfnotstartagainPuttingItAllTogether將將所所有有的的東東西西放放在在一一起起Drawamaptoshowhoweverythingfitstogether畫個圖圖看一一下，，每件件事如如何相相互配配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下下，如如何何與你你的客客戶溝溝通CurrentRetrospectiveCases案案例回回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點是產出出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣樣的事情Keymessagestotakefromfromthissession本次課程的的主要訊息Closing結束束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有點復雜雜，但并不不是很復雜雜Thebasisistwogroupmeetings-frontandback基礎是兩次次團隊的會會議（前期期和后期））Itdoesn’’thappennaturally它不會自然然的發(fā)生Thebigenemyisintegration最大的敵人人是整合RedFireisthepassionthatdrivesus紅色色火火焰焰是是驅驅動動我我們們的的熱熱情情Pre-eminentcreativeforce卓越越的的創(chuàng)創(chuàng)意意力力量量Bestpeople最好好的的人人員員Mostvaluedbythosewhomostvaluebrands被珍珍惜惜品品牌牌的的人人所所賞賞識識360DegreewithoutRedFirerevertsbacktointegration沒有有紅紅色色火火焰焰的的360度度將將會會回回到到整整合合的的階階段段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要要成成功功運運用用360度度品品牌牌思思考考，，我我么么必必須須清清楚楚Think360Degreefromthebeginning從一開始就從從360度角角度思考問題題360Degreethinkingisnotlinear360度思考不是線線性的focusonoutputnotprocess重點在產出，，而不是過程程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表表或跟隨流程程Thinkintheround-everythingconnectswitheverythingelse每件事情之間間都有聯(lián)系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活動動可能不會用用到所有的方方法，會選擇擇哪些最合適適的方法BiggestRecipeforDisaster

導致災災難的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去對結果的的預見，沉迷迷在過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅回答答一系列問題題，填完一些些列表格，工工作就可以完完成OtherRecipesforDisaster

其他導致致災難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己進行行比整個團隊隊作業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費者者生活的角度度來考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領域銷銷售或僅僅作作為瓜分預算算的方法WasItWorthit?它值得嗎嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健健是否有相互互影響？Areweintensifyingtheidea?IDEA有增強嗎？Isitpracticalandaffordable?它實際嗎？負負擔得起嗎？？Willitbuildthebrand?它是否會建立立品牌？IfnotstartagainPuttingItAllTogether

將所所有的東西放放在一起Drawamaptoshowhoweverythingfitstogether畫個圖看一下下，每件事如如何相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何與你的客客戶溝通CurrentRetrospectiveCases

案例回回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinK