度品牌管理寫真idear課件

RevisedBrandAuditQuestions

修正后的品牌檢驗(yàn)問題Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind… 想象一下哪些可以讓你辨認(rèn)出這個(gè)品牌的一些特定的事務(wù)Whenyouhearthebrand’sname,whatimmediatelyspringstomind? 當(dāng)你聽到這個(gè)牌子的名字，那些東西會(huì)立刻出現(xiàn)在你的腦海中？Whatelse?還有呢？visualsorimages?視覺和形象？packagingorproductelements?包裝和產(chǎn)品元素？bitsofcommunication?傳播的片斷？signsorsymbols?標(biāo)志和符號(hào)？otherbrandlore?其他有關(guān)品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem? 哪種類型的人會(huì)讓你與這個(gè)品牌聯(lián)系起來？你對(duì)這些人的感覺如何？RevisedBrandAuditQuestions

1Thinkingaboutthefeelingsandemotionsthebrandevokesinyou… 想象一下這個(gè)品牌給你帶來的感受和情緒……Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand? 當(dāng)你和這個(gè)品牌有聯(lián)系時(shí)，你體驗(yàn)到那些特別的感受和情緒？Whatpersonalmemories,experiencesor associationsdoesthisbrandbringtomind? 這個(gè)品牌讓你回憶起哪些個(gè)人的記憶、體驗(yàn)或聯(lián)想？Whatdoesthisbranddoforyouinyourlifethatotherbrandsdon’t? 這個(gè)品牌在你的生活中做了哪些其他品牌無法做的事情？whatuniquecontributiondoesitmake?

它帶來哪些獨(dú)特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?

它帶給你哪些有關(guān)試用這個(gè)類別產(chǎn)品的特殊的觀感？Thinkingaboutthefeelingsan2Nowsteppingoutoftheroleofthebrand’suser,andconsideringalltheimplicationsoftheseinsights… 現(xiàn)在走出品牌使用者的角色，考慮所有這些消費(fèi)者洞察的啟示W(wǎng)hatdotheseinsightssuggestorsignalaboutthebrand? 這些消費(fèi)者洞察暗示了這個(gè)品牌的哪些方面？Whatisthemoodofthebrand? 這個(gè)品牌的情緒是怎樣的？Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes? 這個(gè)品牌引起的感受和情緒與其它主要競(jìng)爭(zhēng)品牌帶來的有哪些不同的方面？

Nowsteppingoutoftheroleo3BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

品牌檢驗(yàn)幫助我們確定消費(fèi)者與品牌之間的獨(dú)特關(guān)系

Thebrand’sDNAexpressedinawritten書面表達(dá)的品牌DNA

BrandPrint品牌寫真BrandAuditHelpsUsDefineth4WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords

當(dāng)你開始寫品牌寫真時(shí)，你開始幾乎一定會(huì)從運(yùn)用很多詞句進(jìn)行描述WhenYouWriteaBrandprintYo5ChivasRegal:ThailandChiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondestmemoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen...whichwomenareonlytoohappytoshareChivasRegal:ThailandChiivas6WhenLookingatandEvaluatingBrandPrints

當(dāng)你細(xì)看及評(píng)估品牌寫真時(shí)RememberNeilFrench’sstoryofthebrilliantcarverofwoodenelephants 記住NeilFrench關(guān)于偉大的木象雕刻匠的故事Hissecretformakingperfectelephantswastocutawayeverythingthatwasnotelephant 它創(chuàng)造完美大象的秘訣是，去掉所有不是大象的部分WhenLookingatandEvaluating7ExamplesofShorterBrandPrints

精悍的品牌寫真例如JaguarOriginalImpulse TheEconomistBankofChinaAmericanExpressExamplesofShorterBrandPrin8Jaguar(USA)ThedifferencebetweenJaguarandothercarsrunsdeeperthansheetmetalandengineering:It’saboutsoul,passionandoriginality AJaguarisacopyofnothing...justlikeitsownersJaguar和其他轎車的差別不僅在鋼板和引擎技術(shù)在于精神、熱情和原創(chuàng)性Jaguar都是獨(dú)一無二的就象它的主人Jaguar(USA)Thedifferencebet9Impulse(Europe)

ImpulsegivesmetheconfidencetoexploreandenjoythesometimesbumpyjourneyintowomanhoodAsIexperimentwiththeemergingme,Impulsesurroundsmewithanenergyfieldfilledwithvitality,spontaneityandthecouragetobemyselfImpulse(Europe) Impulsegives10TheEconomist(Asia)

TheEconomistisredanddaringItsboldcovershintatwhatlieswithin:provocative,brutallyhonestandnon-conformistopinionsBeholdentonoone,itrefusesto‘kowtow’topopularity,andseesthroughthenewclothesofemperors,politiciansandtaipansalikeTheEconomist(Asia) TheEcono11度品牌管理寫真idear課件12度品牌管理寫真idear課件13BankOfChina(Singapore)TheBankofChinaistheWiseOldManItbringswisdomtodealingswithyourassets...theWisdomofWealthBankOfChina(Singapore)TheB14

AmericanExpress …isnotforeverybody.Itisforthosewhothink biggerthoughts,dobiggerthings,andpaint biggerpicturesAmericanExpressAmericanExpress15AdditionalWaystoApproachWritingaBrandPrint

其他形成品牌寫真的方法AtoZPhotomontage圖片集錦AdditionalWaystoApproachWr16AToZ-AVerbalBankUsingwordassociationtoarticulatesuppressedfeelingsandemotions 運(yùn)用詞匯聯(lián)系來表達(dá)潛在的感覺和情緒CanbeusedinadditiontoBrandAudittoenrichvocabulary 除了可以運(yùn)用在品牌檢驗(yàn)，還可以豐富詞匯

e.g.BMW(NewZealand)AToZ-AVerbalBankUsing17HowItWorks

如何運(yùn)用GeneratewordassociationsforthebrandbeginningwiththeletterAandwritethemdown 將字母A開頭的與本品牌有關(guān)的詞匯都寫下來ThenfortheletterB,thenforletterCetcetctoZ 接著字母B，字母C……到字母ZReviewyourWordBank 重新檢視你的詞匯銀行Selectoneassociationforeachletter 每一個(gè)字母選擇一個(gè)有聯(lián)系的內(nèi)容Writeasummary 寫下小結(jié)HowItWorks

如何運(yùn)用Generateword18AdultBlitzkriegCulturedDriveableEnvyFlatOutGruntHandlingIndependentJumpingKrautLookOutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEngineeredFashionableGlamourHitechIntelligentJazzKillerLuxuryManlyNotoldAmbitiousBetterConservativeDrivemeExpensiveFastGermanHotIntegrityKnowledgeLongtermMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNAdultActiveArrogantAmbitiousAc19OvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcuseMe0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippy PositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZOvertOverdriveO20Arrogant,aspirationalBallsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNotold,notslowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWesawaBMWas:

HavingpowerundercontrolAfeelingofsuperiorityachievedbybeingthetamerofapowerful,passionatebeastAperfectsenseofharmonyandbalanceinacarwhichhaspurepowerandpassionunderitsskinTheBrandPrintwascraftedfromthispointArrogant,aspirationalAWesaw21Photomontage-AVisualBank

圖片集錦視覺銀行Capturesspontaneous/implicitperceptions 抓住自發(fā)的、有暗示意義的認(rèn)知Veryusefulinunderstandingcompetitivedifferences 在理解競(jìng)爭(zhēng)性差異時(shí)非常有用Canbeusedinadditiontoothertechniquestoenrichvisualimages 可以運(yùn)用在其他技術(shù)上以豐富視覺形象Photomontage-AVisualBank

圖22HowItWorks

如何運(yùn)用Takeapileofoldmagazinesofalltypes 找出一對(duì)舊的各式各樣的雜志Issueeveryonewithscissors 發(fā)給每個(gè)人一把剪刀Getthegrouptocutoutpicturesofimagesthatseemrelevanttothebrandandformthemintocollages 讓小組建下與品牌有關(guān)的圖片，并將他們貼起來Askeachindividualtoexplaintheircollage 讓每個(gè)人解釋他們的圖片Summarise總結(jié)Useforcompetitorstoo對(duì)競(jìng)爭(zhēng)品牌用同樣的方法HowItWorks

如何運(yùn)用Takeapileo23WhatABrandprintIs

什么是品牌寫真Avividstatementoftheuniquerelationshipthatexistsbetweenaconsumerandabrand 一句有關(guān)消費(fèi)者和品牌間獨(dú)特關(guān)系的生動(dòng)的陳述TheBrand’sDNAofitsfingerprint 品牌指紋的DNAThecoretruthandspirit 核心事實(shí)和精神Uniquetothebrand.Impossibletotransfer 具有獨(dú)特性，無法被轉(zhuǎn)讓W(xué)hatABrandprintIs

什么是品牌寫真A24ABrandprintIsNot

品牌寫真不是…...Adescriptionofthebrand一個(gè)關(guān)于品牌的描述Adescriptionoftheadvertising一個(gè)關(guān)于廣告的描述Amarketingobjective 一個(gè)市場(chǎng)目標(biāo)Astrategy一個(gè)策略Abrief一份簡(jiǎn)報(bào)Awishlist一份愿望表ABrandprintIsNot

品牌寫真不是…...25AGoodBrandPrint好的品牌寫真

PoetrynotProse-27DraftsEveryoneattempts,butone(usuallycreative)personisresponsibleforthefinalwords 每個(gè)人的努力，一個(gè)人（通常是創(chuàng)意人員）負(fù)責(zé)形成最后文字Preparationisimportant.Takealongwalk,abath,aglass(ortwoorthree)ofwine… 準(zhǔn)備工作很重要。散步、沖涼、喝幾杯葡萄酒…….Mindsetiscritical.Lockuptheleftbrain,unlocktheright 思維設(shè)定很重要。鎖上左腦，打開右腦。Exploreallsensorydimensions-look,sound,smell,touch,taste探索所有感官的方面－看、聲音、味道、觸摸、品嘗Feelingsfirst,imagesnext,descriptiveslast 第一是感覺、其次是形象、最后是描述AGoodBrandPrint好的品牌寫真

Poetr26WritingaBrandPrint

撰寫品牌寫真Avoidyetismslike 避免轉(zhuǎn)折語Traditionalyetcuriouslymodern傳統(tǒng)但現(xiàn)代Youngheartedyetappealingtoallages 年輕人的心但適合所有年齡人群Avoidcliché……避免官腔Inthisfast-pacedmodernworld,it’snicetoknowthatBrandYisstillofferingZbenefit 在這個(gè)快節(jié)奏的現(xiàn)代社會(huì)，品牌Y還可以提供Z這樣的好處真是太好Watchtiredlanguage注意濫用的詞語PowerfulORReliablyeffectiveORLight,fineconsistency 強(qiáng)有力的，或者可靠的效果，或者輕，精美的結(jié)合WritingaBrandPrint

撰寫品牌寫真Avo27AvoidTiredLanguage…GetSomeFreshnessinYourWords

避免濫用的詞語－－你的詞匯應(yīng)具有新意Orange,loud,aggressivehellbentongettingridofdirt,stainsandodours(Radion) Hopewithoutthehypeacreamyconcoction...ahandshakebargain (Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds)AvoidTiredLanguage…GetSome28ATestforRecognisingAGoodBrandPrint

測(cè)試

Distinctive與眾不同

Clear清楚

Colloquial通俗的

Truthful誠(chéng)實(shí)的

Colourful 有色彩

Aha!ATestforRecognisingAGood29CompetitiveAdvantagesOf

BrandStewardship

品牌管家的好處Openidea(notablackbox)開放的想法Participative參與Intuitive直覺Relativelyinexpensive相對(duì)不昂貴GenuinelyOgilvy誠(chéng)實(shí)的奧格威CompetitiveAdvantagesOf

Br30BeyondTheBrandPrint

除了品牌寫真TheBrandPrintisonlythebeginning 品牌寫真僅是開始Itshouldinfluenceeverythingyoudoonyourbrand 它將會(huì)影響到你對(duì)品牌做作的每一件事情Itisnotre-writtenveryoften 它并不會(huì)經(jīng)常被修改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea 當(dāng)與品牌挑戰(zhàn)方在一起，它可以激發(fā)品牌IDEABeyondTheBrandPrint

除了品牌寫真Th31TeamExercise1

分組練習(xí)Pickthebrandassignedtoyourgroup 根據(jù)各組被指定的品牌Reviewwhatyoualreadyknowaboutit 重溫你們對(duì)該品牌了解的所有內(nèi)容ConductaBrandAuditonit, 針對(duì)它作品牌檢驗(yàn)Definethebrandprint 形成品牌寫真Reportbackinonehourstime 1小時(shí)后報(bào)告TeamExercise1

分組練習(xí)Picktheb32

44

Ideasina360oWorld360度世界中的IDEA

34UnlessyouradvertisingisbuiltonaBigIdeaitwillpasslikeashipinthenightDavidOgilvy-HowtocreateAdvertisingthatSells

度品牌管理寫真idear課件35360isjustacompassandanemptyoceanwithoutaBigIdea度品牌管理寫真idear課件36Why為什么？360oonlyworksifthereisastrongideabehindit只有背后存在一個(gè)很強(qiáng)的IDEA時(shí)，360才會(huì)起作用Clientsbuyourideasnotourprocesses 客戶買的是我們的IDEAS，而不是過程

Wemightwanttoshowourwivesourmuscularbodiesbutnotourexercisemachines 我們想給妻子看的是我們健美的身體，而不是我們練習(xí)時(shí)用的機(jī)器Why為什么？360oonlyworksifthe37

Unlesswehaveasenseofwhatanideaisitisveryhardtosaywhetheranyoneideaisgoodorbad 除非我們知道什么是“IDEA”，我們很難判斷某個(gè)人的“IDEA”是好還是壞 Unlesswehaveasenseofwha38Exercise1WhatIsanIdea?什么是IDEA？Exercise139TheClassicDefinition

Bisociationoftwoormorepreviouslyunconnectedthoughtmatrices

兩個(gè)或多個(gè)以前不相關(guān)想法的組合ArthurKoestlerTheClassicDefinition40ParetoDidn’tOnlyThinkAbout80/20Rules…HisDefinition…...Anewcombinationofoldelements 舊元素的新組合ParetoParetoDidn’tOnlyThinkAbout41ADefinitionFromTheCreativeDirectorofJWTintheNineteenTwenties

Inadvertisinganidearesultsfromanewcombinationofspecificknowledgeaboutproductsandpeoplewithgeneralknowledgeaboutlifeandevents 在廣告中，IDEA來自于對(duì)產(chǎn)品知識(shí)的了解和對(duì)生活和事件有常識(shí)的人兩部分的組合

JamesWebbYoungADefinitionFromTheCreative42PuttingtheElementsTogether….

OurDefinition我們的定義

Anunexpectedcombinationofdifferentthoughtswhichputsaparticularthinginanewandinvolvingcontext 不同想法的一個(gè)意想不到的組合，它將一個(gè)特定的事物放在一個(gè)新的聯(lián)系中PuttingtheElementsTogether…43Or,ToPutItAnotherWay

或者從另一個(gè)角度Makingthefamiliar讓熟悉的事務(wù)andthestrangefamiliar和陌生的事物變得熟悉StrangeOr,ToPutItAnotherWay

或者從另44ThinkofSomeExamplesOfideasthatgrewoutofcombiningfamiliarthingsinanunfamiliarwayor將熟悉的事物用不熟悉的方法組合起來seeingthefamiliarinanunfamiliarway 用不熟悉的方法看熟悉的事物

ThinkofSomeExamplesOfideas45Exercise2IBMLaunchWhatIsanIdea?ShowFilmsExercise2IBMLaunch46SoWhatWasTheIBMIdea

IBM的IDEA是什么？SoWhatWasTheIBMIdea

IBM的I47IBMIdeaUnexpectedusers,everywhere,areenfranchisedbytechnology意想不到的使用者，在任何地方，被技術(shù)賦予同樣的權(quán)利IBMIdeaUnexpectedusers,ever48PuttingThisintotheContextof360DegreeBrandThinking

將這些放在360度思考的框架內(nèi)Challenge挑戰(zhàn)Inordertomeetourobjectivewehaveto… 為了達(dá)到我們的目標(biāo)，我們必須…...BrandPrint品牌寫真adescriptionoftheBrand’sDNA 品牌DNA的描述Ideatheunexpectedcombinationofdifferentthoughtswhichputsthebrandinanewandinvolvingcontext Execution執(zhí)行thetechniques,propertiesandproductionvalueswhichconveytheidea 可以傳達(dá)IDEA的技術(shù)、道具、制作等PuttingThisintotheContext49IBMChallenge挑戰(zhàn)IBMastheunderlyingfabricoftheinformationage IBM作為信息時(shí)代的基石 BrandPrint品牌寫真magicIcantrust 我可以相信的魔力IBMChallenge挑戰(zhàn)50IBMIdeaunexpectedusers,everywhere,areenfranchisedbytechnology 出乎意料的使用者,在任何地方,被技術(shù)賦予同樣的權(quán)利Execution(advertising)執(zhí)行(廣告)subtitlesprovideavehicleforoverlayingtechno-speakonordinaryspeakIBMIdea51Exercise3inPairsHowwouldyoutranslatetheIBMcreativeideaintoaposter? 如何將IBM創(chuàng)意IDEA轉(zhuǎn)化成海報(bào)?Exercise3inPairsHowwouldy52TakingIdeasAcrossDisciplinesorMediaTranslation-adaptationonly轉(zhuǎn)化

Stretching -extendingtheideainsome 延展性

way,orusingthenewcontext topresenttheideainadifferentlightInterplay - makingtheIdeahaveimpactina相互影響

differentordeeperwayTakingIdeasAcrossDiscipline53Execution執(zhí)行

Techniquesarenotideas技術(shù)不是IDEAdemonstration展示sliceoflife生活片斷endorsementbypersonality個(gè)性的背書A"property"isanexecutionalcomponentthatintimestartstosignifytheideaExecution執(zhí)行Techniquesaren54IdeasandExecutionIdeaWeak弱Strong強(qiáng)ExecutionGreat杰出Poor較差I(lǐng)deasandExecutionIdeaWeak弱55Exercise4Pickthebrandassignedtoyourgroup 根據(jù)每組指定的品牌Youhavealreadyidentifiedthekeychallengefacingthebrandandhaveestablisheditsbrandprint. 你們已經(jīng)確定品牌所面臨的挑戰(zhàn)，同時(shí)完成其品牌寫真Notkeepingthatinmindcomeupwithabrandidea 現(xiàn)在產(chǎn)出一個(gè)品牌IDEA

Reportbackinhalfanhour 半小時(shí)后報(bào)告Exercise4Pickthebrandassig56SevenSecretsforGreatIdeas

杰出的IDEA得七個(gè)秘訣1. Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest 從理論上去定義杰出的IDEA的特性，不會(huì)幫助你創(chuàng)造出杰出的IDEA。2. Thebestideascomeoutofaprocessof “emotionalsmothering”ofthecreativeteam 最好的IDEA來自于創(chuàng)意小組的“情感窒息”3. Thecreatoroftheideaoftendoesnotalwaysrecognizeitassuchhimself 杰出IDEA的創(chuàng)造者，經(jīng)常自己無法辨識(shí)。SevenSecretsforGreatIdeas

57SevenSecretsforGreatIdeas4. Thereareahundredstagesduringwhichgoodideascan belost,mostoftheminternal 有很多階段，好的IDEA會(huì)被放棄，大部分是在我們內(nèi)部5. Clientsassessideasrelativelynotabsolutely 客戶不會(huì)絕對(duì)的評(píng)估相關(guān)的IDEA6. Researchcankillgoodideasbutitcanalsosavethem 調(diào)研可以殺死好的IDEA，但也可以拯救它。7. Thebestcreativeideasbecomestrategicideasrather thanviceversa 最好的創(chuàng)意IDEA可以成為策略IDEA，相反的情況則不多SevenSecretsforGreatIdeas45855WhereHaveWeGotto?

我們已經(jīng)知道什么？Wehaveinterrogatedthebrandina360waytofindoutitsweaknesses-theChallenge 我們已經(jīng)從360度角度審視品牌,尋找它的弱點(diǎn)品牌挑戰(zhàn)WehaveexploredthesubjectiveaspectsofthebrandtoarriveataBrandPrint 我們已經(jīng)發(fā)掘出品牌的主要方面,形成品牌寫真PuttingtheBrandPrinttogetherwiththeChallengesparkstheIdea 品牌寫真與品牌挑戰(zhàn)一起,激發(fā)出品牌IDEAWenowhavetotaketheIdeaoutintotheworld

ofthecustomerandmaximisetheirinvolvement 我們必須將品牌IDEA帶入消費(fèi)者的世界,讓品牌與消費(fèi)者的融入度達(dá)到最大化WhereHaveWeGotto?

我們已經(jīng)知道什么60CreatingaBrandWorld

創(chuàng)造一個(gè)品牌世界BrandWorld品牌世界PointsofContact接觸點(diǎn)IdeaCreatingaBrandWorld

創(chuàng)造一個(gè)品牌世61WhatWeAreTryingtoDoDifferently

我們?cè)噲D有哪些不同的做法?

ConventionalCommunication 傳統(tǒng)的傳播Singleunconnectedshots 單純\無聯(lián)系360oCommunicatio 360度的傳播CreatesaBrandWorldwhichinvolvesthecustomer

創(chuàng)造一個(gè)融入消費(fèi)者的品牌世界Anexperienceofthebrand,notjustthedeliveryofacommunication

品牌的體驗(yàn),非僅僅訊息的傳遞WhatWeAreTryingtoDoDiffe62GreaterInvolvementIsAbout

較強(qiáng)的融入度是關(guān)于Intensity密集度

Aparticularpointofcontactmakingtheideashinebrighterandthusinvolvingthecustomermore 可以讓品牌IDEA發(fā)光的接觸點(diǎn),同時(shí)讓消費(fèi)者融入更深.Interplay相互影響

Differentpointsofcontactworkingtogetherforgreateroverallinvolvement 不同接觸點(diǎn)共同作用,以達(dá)到最大的融入度.GreaterInvolvementIsAbout

較63MultipleConnections

多維聯(lián)系

Theideaconnectswiththecustomerinmultipleways-creatingasensorysurround IDEA以多種方式與消費(fèi)者相連接,創(chuàng)造整體感受MultipleConnections

多維聯(lián)系Th64InTheDifferentEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接觸點(diǎn),消費(fèi)者與品牌有不同的接觸狀況

Wecancreateinterplaybetweentheencounters我們可以創(chuàng)造它們之間的相互影響Wecanusethisinterplaytointensifyinvolvement我們可以運(yùn)用這些相互影響加強(qiáng)品牌的融入度InTheDifferentEncountersth65LaunchingaNewLowCostCreditCard:TheOldWay

低費(fèi)用信用卡上市(舊方式)LaunchTVcommercial 上市電視廣告Simultaneouspressconference 同時(shí)舉辦新聞發(fā)布會(huì)MailpackcarriesstillfromTVC 郵件外表來自TVCThismaybeintegration:itisnot360othinking這可能市整合的思考,但不是360度的思考LaunchingaNewLowCostCredi66LaunchingaNewLowCostCreditCard:TheNewWay

低費(fèi)用信用卡上市(新方式)Ineditorialcolumns,aspeciallycommissionedexternalreportonthehighcostofborrowingreceiveshighcoverage-creatinganissue 專欄創(chuàng)造話題LaunchTVadvertisingmajorsonanewkindoflowinterestcard-capitalizingontheconcern 電視廣告形成關(guān)注Amailshotmakesanearlybirdofferandprovidesdetailedcompetitivecomparisons 郵件提供詳細(xì)的比較LaunchingaNewLowCostCredi67Interplay相互影響Creatinganissue創(chuàng)造話題Offeringasolution提供解決方案MakinganofferLowInterestRates低利率Interplay相互影響CreatingOffering68InterplayThroughTime

時(shí)間上的相互影響

Level13wks

Createissue創(chuàng)造話題

Establishidea建立IDEACreatedesire創(chuàng)造需求Level25wks

Inform&educate告知\教育

Driveresponse引導(dǎo)反應(yīng)Level38wks

Activation&usage 行動(dòng)和使用PR公關(guān)

Outdoor戶外

Posters海報(bào)

Events事件

PrintAds平面

Radio

電臺(tái)Buses車身

DRTVDRTVTelemarketing電話行銷

SolicitationPacksTake-OnesWeb-Site網(wǎng)站

FSIWelcomePackWelcomeCallBalanceTransferMGMMembershipRewardsX-SellInterplayThroughTime

時(shí)間上的相互影69GettingtheBrandTeamtogether

集合所有品牌團(tuán)隊(duì)成員Thesecondpointwhenthewholeteamhavetomeet,includingMindshare 第二次所有成員必須參加,包括傳立Atanktreatmenttoimmerseourselvesintheworldofthecustomer

讓我們進(jìn)入消費(fèi)者的世界andexplorehowthebrandcangetinvolvedinpeoples’reallives

探究品牌如何更多融入人們的生活GettingtheBrandTeamtogether70CloseYourEyesandImagineSeeingaFish

閉上眼睛,想象你正看到一條魚Nowcloseyoureyesagainandimaginebeingafish 現(xiàn)在再次閉上眼睛,想象你自己變成一條魚CloseYourEyesandImagineSe71BeingaFish,NotSeeingaFish

變成魚,而不是看著魚BeingaFish,NotSeeingaFis72PointsofContact

接觸點(diǎn)Explorethepossiblepointsofcontactbetweenthebrandanditscustomers 探究品牌與其消費(fèi)者之間的可能接觸點(diǎn)Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand 仔細(xì)想一下消費(fèi)者每天的生活,在哪里他們會(huì)經(jīng)常想到或用到這個(gè)品牌PointsofContact

接觸點(diǎn)Exploret73ForInstance,theBrandWorldforMiloinThailand

例子:Milo的品牌世界,泰國(guó)Miloistherewheneverandwhereeverthecustomersare 無論何時(shí)何地,Milo都存在inschool……athome 在學(xué)校……在家中

inruralareas……atlocalsportingevents

在鄉(xiāng)村田野……在當(dāng)?shù)伢w育活動(dòng)中incoffeeshops…….inthemedia 在咖啡店……在媒體上AndwhereMilois,itgivesthemandsurroundsthemwiththingsthathelpthemwinatsport Milo提供給的,都可以幫助他們?cè)隗w育活動(dòng)中贏得勝利的ForInstance,theBrandWorld74HelpingThaikidsfulfiltheirsportingdreams幫助泰國(guó)孩子完成體育的夢(mèng)想HelpingThaikidsfulfiltheir75SomeTechniquesToStimulatePointofContactOpportunities

一些幫助激發(fā)接觸點(diǎn)的技術(shù)Dayinthelife 生活中的一天Snapshuffledeck 撲克牌

TheCompassdial 指南針SomeTechniquesToStimulateP76ADayintheLife

生活中的一天Astage-managedexperience一種體驗(yàn)Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship 讓品牌團(tuán)隊(duì)感受品牌與消費(fèi)者關(guān)系的環(huán)境、情感和表情等Stimulatingalltheirsenses-sound,sight,touch,smell,taste 刺激他們所有的感官聽覺、視覺、觸覺、味覺等ADayintheLife

生活中的一天Astag77PossibleStimuli

可能的刺激Logoboardofbrands品牌Logo班

CharthistoryofcategoryColours色彩CDcollection收集的CDBookshelf書架Framedfamilyphotos家庭相冊(cè)Diaryofadayinthelifewords,filmorphotos一天的日記、錄影、照片Workplacenoises工作場(chǎng)所的聲音Photos相片

Logosofbusinesspartners商業(yè)伙伴的LogoTheirmagazines他們的雜志Signalsoftheirinterests&activities感興趣事情和活動(dòng)Toolsoftheirtrade交易工具Bookshelf書架Contentsoftheirhandbags手提袋中的內(nèi)容

Videoclips&voxpopsCompetitiveproducts競(jìng)爭(zhēng)產(chǎn)品Articlesoncompetitors競(jìng)爭(zhēng)者的文章Holidaysnaps假日Photosofbedroomorkitchen居室、廚房的照片PossibleStimuli

可能的刺激Logoboa78SnapCarddeck

Picktwocards,onefromeachdeck 每個(gè)盒子內(nèi)抽出一張卡片RedDeck紅色盒子Wheretheycouldbemostinvolved在那里他們會(huì)被融入得最深BlueDeck藍(lán)色盒子Whatishappeningintheirlives在他們的生活中發(fā)生了什么？+Comeupwithpossiblepointsofcontact形成可能的接觸點(diǎn)SnapCarddeck Picktwocards,79UsingYourImpressionofWhatIsHappeningintheWorldatLarge…

運(yùn)用你自己的印象

Whatdoyoufeelishappeninginpeople’slivesthatmightaffect theirrelationshipwiththebrand? 現(xiàn)實(shí)生活中發(fā)生的哪些事情，會(huì)影響到消費(fèi)者與本品牌的關(guān)系Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon? 哪些他們所認(rèn)可的人或事本品牌可以學(xué)習(xí)、利用？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand? 市場(chǎng)中的哪些新發(fā)展可能會(huì)影響到消費(fèi)者對(duì)本品牌的感受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship? 你想象一下，競(jìng)爭(zhēng)者做什么可能危及消費(fèi)者與本品牌之間的關(guān)系？BlueDeckUsingYourImpressionofWhat80ThinkingAboutWheretheBrandCouldIdentifyWiththeCustomer

思考在哪里品牌可以融入消費(fèi)者Whenarethebrand’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)? 在哪些時(shí)間，品牌的消費(fèi)者對(duì)媒體最投入？（時(shí)間、地點(diǎn)、行為、態(tài)度）Isthereanaturalmediafitbetweenthebrandanditscustomers’lifestyles?是否存在自然的媒介，讓品牌和消費(fèi)者生活相聯(lián)系？Whatischanginginthewaythebrand’scustomersconsumemedia? 本品牌消費(fèi)者消費(fèi)媒體的行為是否有所改變？Inwhatwaycouldtheuseofmediabetailoredtointensifytherelationshipbetween:a)differentmessages?b)differenttargetaudiences? 哪些方式可以讓媒體度身定做以加強(qiáng)消費(fèi)者與品牌的關(guān)系？ a)不同的訊息 b)

不同的目標(biāo)對(duì)象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand? 在選擇和運(yùn)用媒體上，是否存在自然的順序，加強(qiáng)消費(fèi)者對(duì)品牌的投入度RedDeckThinkingAboutWheretheBrand81MoreObviousPointsofContact

明顯的接觸點(diǎn)Theouterrimofthedial羅盤的外層MoreObviousPointsofContact82LessObviousPointsofContact

不太明顯的接觸點(diǎn)AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何讓品牌與消費(fèi)者品牌世界產(chǎn)生聯(lián)系的東西都是媒體ForExample例如

SeagramFourRosesgiveawaytattoos紋身

Apottedplant盆景LessObviousPointsofContact83

Icameuponthiswinecorkataparty.Iwassniffingit,andloandbehold--Idiscoveredamessage,literallyrightundermynose.Itsays"PleasevisitourWebsiteat" Sonowadays,this......isnolongerjustsomethingthatplugsupabottle.Itmustsuddenlybeviewedasacommunicationsvehicle...andyetanotherplacefortheconsumertoexperiencethebrand

RickBoykoAWineCork

葡萄酒軟木塞 Icameuponthiswinecorkat84HaveaBreak

小憩片刻HaveaBreak

小憩片刻85Fun&Fitness

inanMTRMirrorFun&Fitness

inanMTRMirror86Long,long,long,longlife-DuracellDuracellPlacedAfterWeatherReportsonaPagerLong,long,long,longlife-87MovingThrough

Atthisstagewehaveanumberofpossiblepointsofcontactthroughwhichtheideacanconnectwiththecustomer 我們有一系列與IDEA有關(guān)的品牌接觸點(diǎn)

Howdowethenpickthebestcombinationofpointsofcontact-theBrandWorldwearecreating? 我們?nèi)绾芜x擇接觸點(diǎn)的最佳組合？MovingThrough Atthisstagew88

Ourabilitytosurroundtheconsumerwiththebrandinwaysthatworkeffectivelyincreasesthevalueofwhatweofferexponentially ShellyLazarusOurabilitytosurroundthe89Evaluation

評(píng)估Intensityofinvolvement投入強(qiáng)度

Howcanapointofcontactmaketheideashinebrighter? 接觸點(diǎn)如何讓IDEA變得更精彩？Interplay相互聯(lián)系

Howcandifferentpointsofcontactworktogetherforgreateroverallinvolvement? 不同的接觸點(diǎn)如何共同作用，讓整體品牌投入度最大化？Evaluation

評(píng)估Intensityofinvo90RevisedBrandAuditQuestions

修正后的品牌檢驗(yàn)問題Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind… 想象一下哪些可以讓你辨認(rèn)出這個(gè)品牌的一些特定的事務(wù)Whenyouhearthebrand’sname,whatimmediatelyspringstomind? 當(dāng)你聽到這個(gè)牌子的名字，那些東西會(huì)立刻出現(xiàn)在你的腦海中？Whatelse?還有呢？visualsorimages?視覺和形象？packagingorproductelements?包裝和產(chǎn)品元素？bitsofcommunication?傳播的片斷？signsorsymbols?標(biāo)志和符號(hào)？otherbrandlore?其他有關(guān)品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem? 哪種類型的人會(huì)讓你與這個(gè)品牌聯(lián)系起來？你對(duì)這些人的感覺如何？RevisedBrandAuditQuestions

91Thinkingaboutthefeelingsandemotionsthebrandevokesinyou… 想象一下這個(gè)品牌給你帶來的感受和情緒……Whatspecificfeelingsandemotionsdoyouexperienceinconnectionwithusingthisbrand? 當(dāng)你和這個(gè)品牌有聯(lián)系時(shí)，你體驗(yàn)到那些特別的感受和情緒？Whatpersonalmemories,experiencesor associationsdoesthisbrandbringtomind? 這個(gè)品牌讓你回憶起哪些個(gè)人的記憶、體驗(yàn)或聯(lián)想？Whatdoesthisbranddoforyouinyourlifethatotherbrandsdon’t? 這個(gè)品牌在你的生活中做了哪些其他品牌無法做的事情？whatuniquecontributiondoesitmake?

它帶來哪些獨(dú)特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?

它帶給你哪些有關(guān)試用這個(gè)類別產(chǎn)品的特殊的觀感？Thinkingaboutthefeelingsan92Nowsteppingoutoftheroleofthebrand’suser,andconsideringalltheimplicationsoftheseinsights… 現(xiàn)在走出品牌使用者的角色，考慮所有這些消費(fèi)者洞察的啟示W(wǎng)hatdotheseinsightssuggestorsignalaboutthebrand? 這些消費(fèi)者洞察暗示了這個(gè)品牌的哪些方面？Whatisthemoodofthebrand? 這個(gè)品牌的情緒是怎樣的？Howdothefeelingsandemotionsthisbrandevokesdifferfromthoseitsleadingcompetitorevokes? 這個(gè)品牌引起的感受和情緒與其它主要競(jìng)爭(zhēng)品牌帶來的有哪些不同的方面？

Nowsteppingoutoftheroleo93BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

品牌檢驗(yàn)幫助我們確定消