度品牌管理課件

Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..讓男人去買女人的內(nèi)衣.…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？AndnowforsomethingcompletelydifferentFashionshow時(shí)裝秀Webcast網(wǎng)絡(luò)SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開(kāi)創(chuàng)先例，并且讓公眾知道LeadIdeasIntensificationbyweavingtheideastogether將不同的IDEA組織在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 在Superbowl期間發(fā)布廣告，告知公眾世界上第一個(gè)網(wǎng)上市裝秀Problem:responselevelscrashedthesystem!難題： 系統(tǒng)崩潰！Summary小結(jié)Interplayandintensificationimproveresults 相互影響和強(qiáng)化提升最終結(jié)果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 品牌世界時(shí)一個(gè)感覺(jué)的世界，它通過(guò)選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對(duì)品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具GroupExercise3

分組練習(xí)Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發(fā)掘你們品牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評(píng)估Reportbackinonehourstime 1小時(shí)后報(bào)告Conclusion 結(jié)論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫(xiě)真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學(xué)習(xí)了什么？

IdeaBrandAudit品牌檢檢驗(yàn)BrandScan品牌掃掃描Pointsofcontact接觸點(diǎn)點(diǎn)Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere如何得得到？？Sequence順序BrandScan品牌掃掃描BrandAudit品牌檢檢驗(yàn)Pointsofcontact接觸點(diǎn)點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫(xiě)真

IdeaBrandWorld品牌世界Executions執(zhí)行WhyWeHaveDoneIt為什么么我們們這樣樣做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌牌和消消費(fèi)者者的每每個(gè)接接觸點(diǎn)點(diǎn)，創(chuàng)創(chuàng)造造可以以讓品品牌前前進(jìn)的的偉大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消消費(fèi)者者投入入度最最高的的接觸觸點(diǎn)，，讓讓我們們將力力量集集中在在那里里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客客戶和和他們們消費(fèi)費(fèi)者之之間的的關(guān)系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客客戶的的價(jià)值值，通通過(guò)市市場(chǎng)份份額、、利潤(rùn)潤(rùn)和股股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)驅(qū)動(dòng)新新的機(jī)機(jī)會(huì)增增加客客戶未未來(lái)的的價(jià)值值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們們有更更好的的回報(bào)報(bào)WhyWeHaveDoneIt為什么么我們們這樣樣做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌牌和消消費(fèi)者者的每每個(gè)接接觸點(diǎn)點(diǎn)，創(chuàng)創(chuàng)造造可以以讓品品牌前前進(jìn)的的偉大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消消費(fèi)者者投入入度最最高的的接觸觸點(diǎn)，，讓讓我們們將力力量集集中在在那里里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客客戶和和他們們消費(fèi)費(fèi)者之之間的的關(guān)系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的的價(jià)值，通通過(guò)市場(chǎng)份份額、利潤(rùn)潤(rùn)和股價(jià)AddedfutureClientvaluebydrivingnewopportunities通過(guò)驅(qū)動(dòng)新新的機(jī)會(huì)增增加客戶未未來(lái)的價(jià)值值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更更好的回報(bào)報(bào)WasItWorthit?它值得嗎？？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素素健是否有有相互影響響？Areweintensifyingtheidea?IDEA有增強(qiáng)嗎？？Isitpracticalandaffordable?它實(shí)際嗎？？負(fù)擔(dān)得起起嗎？Willitbuildthebrand?它是否會(huì)建建立品牌？？IfnotstartagainPuttingItAllTogether將所有的東東西放在一一起Drawamaptoshowhoweverythingfitstogether畫(huà)個(gè)圖看一一下，每件件事如何相相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何與你你的客戶溝溝通CurrentRetrospectiveCases案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點(diǎn)是產(chǎn)出出不是過(guò)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(jié)束語(yǔ)360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有點(diǎn)復(fù)雜雜，但并不不是很復(fù)雜雜Thebasisistwogroupmeetings-frontandback基礎(chǔ)是兩次次團(tuán)隊(duì)的會(huì)會(huì)議（前期期和后期））Itdoesn’’thappennaturally它不會(huì)自然然的發(fā)生Thebigenemyisintegration最大的敵人人是整合RedFireisthepassionthatdrivesus紅色火焰是是驅(qū)動(dòng)我們們的熱情Pre-eminentcreativeforce卓越的創(chuàng)意意力量Bestpeople最好的人員員Mostvaluedbythosewhomostvaluebrands被珍惜品牌牌的人所賞賞識(shí)360DegreewithoutRedFirerevertsbacktointegration沒(méi)有紅色火火焰的360度將會(huì)會(huì)回到整合合的階段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功運(yùn)用用360度度品牌思考考，我么必必須清楚Think360Degreefromthebeginning從一開(kāi)始就就從360度角度思思考問(wèn)題360Degreethinkingisnotlinear360度思考不是是線性的focusonoutputnotprocess重點(diǎn)在產(chǎn)出出，而不是是過(guò)程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填填表或跟隨隨流程Thinkintheround-everythingconnectswitheverythingelse每件事情之之間都有聯(lián)聯(lián)系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活活動(dòng)可能不不會(huì)用到所所有的方法法，會(huì)選擇擇哪些最合合適的方法法BiggestRecipeforDisaster導(dǎo)致災(zāi)難的的最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去對(duì)結(jié)果果的預(yù)見(jiàn)，，沉迷在過(guò)過(guò)程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回回答一系列列問(wèn)題，填填完一些列列表格，工工作就可以以完成OtherRecipesforDisaster其他導(dǎo)致災(zāi)災(zāi)難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己進(jìn)進(jìn)行比整個(gè)個(gè)團(tuán)隊(duì)作業(yè)業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費(fèi)者者生活的角度度來(lái)考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領(lǐng)域銷銷售或僅僅作作為瓜分預(yù)算算的方法WasItWorthit?它值得嗎？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健健是否有相互互影響？Areweintensifyingtheidea?IDEA有增強(qiáng)嗎？Isitpracticalandaffordable?它實(shí)際嗎？負(fù)負(fù)擔(dān)得起嗎？？Willitbuildthebrand?它是否會(huì)建立立品牌？IfnotstartagainPuttingItAllTogether將所有的東西西放在一起Drawamaptoshowhoweverythingfitstogether畫(huà)個(gè)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案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.T