360度品牌管理-奧美廣告培訓

1、1 360 Degrees Brand Cascade June 30th- July1st ShanghaiDo You Feel That You Are.你是否覺得你是. In the right industry? 在一個正確的行業(yè)工作? With the right agency? 在一個正確的公司工作? At the right time? 在正確的時間?Individual Pre-session Exercise:Framing the Agenda個人練習：Based on what you know now about 360 Degree Branding, write

2、down on the card what you believe to be the three key issues we need to address to be successful 基于你對360度品牌管理的了解，在卡片上寫下你認為帶來成功的三個主要觀點 An issue is something we have to do something about 觀點是一些我們必須要做的事情, 它包含An opportunity 機會A problem 問題A balance we need to make between two or more things在幾件事情之間我們需要做的平

3、衡Agenda議程 Introduction- the why and the what為什么會有360度，什么是360度 The How- four parts of 360 thinking如何運用 （360度思考的四個部分）Challenge 挑戰(zhàn)Brand Print 品牌寫真Idea 想法Brand World 品牌世界Why 360 Degree Branding?為什么產(chǎn)生360度品牌管理？Worldwide Task Force Report: Two Years Ago We operate in silos 我們在井中作業(yè) Our business is being pus

4、hed downstream 我們的事業(yè)正走向下游 Management consultancy threat with CEO level contacts 管理顧問公司威脅到CEO層面的接觸Direct related tonew distributionHigh endPRCEOBrandManager品牌經(jīng)理品牌經(jīng)理Marketing Director行銷總監(jiān)行銷總監(jiān)Strategic策略的策略的Operational運作的運作的Tactical戰(zhàn)術的戰(zhàn)術的DirectAdvertisingSales PromotionLow endPRNeeds需求 We are in the kn

5、owledge business 我們處在一個需要知識的行業(yè)We need more knowledge 我們需要更多的知識 We are in the ideas business 我們處在一個需要想法的行業(yè) We need more ideas 我們需要更多的想法 We are in the brand business 我們處在一個建立品牌的行業(yè)We need more influence on the total brand 我們需要在整個品牌上有更多的影響力What Sort of Company Do We Want to Be?我們希望成為一個怎樣的公司？ The Unlimit

6、ed Brand Company 無限品牌公司Unlimited We cross disciplines in a 360 Degree way 通過360度思考跨越專業(yè) We cross borders 跨越邊界 We challenge barriers 挑戰(zhàn)障礙 We take it all the way through 我們?nèi)轿贿\用Insight.Ideas .Execution .Evaluation 洞察IDEA執(zhí)行評估 We build the brand to its full potential 我們將品牌建立至極限Imagine all communications

7、reflecting the same deep insight試想一下, 所有的傳播都反映到相同深度的洞察Imagineall media contributing to the campaignas a whole試想一下, 所有媒介都整體貢獻在傳播活動上Since That Initial Task Force: Worldwide Absorb philosophy 吸收哲學 Period of debate - keep individual disciplines 保持獨立的原則 Experiments on how to work together differently 嘗試如

8、何共同協(xié)作 Gains on key accounts 來自重要客戶的經(jīng)驗Amex business partnership Amex 商業(yè)伙伴IBM increase share of client total budget (key measure) Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia BangladeshChina Hong Kong India Indonesia JapanMalaysia New Zealand Pakistan Phi

9、lippines Singapore South Korea Sri Lanka Taiwan Thailand VietnamOgilvy Resources in Asia Pacific奧美在亞太區(qū)的資源Structural and Attitudinal Obstacles to Implementing 360 Degree Branding實行360度品牌管理的障礙Three tools to help remove the obstacles三個幫助消除障礙的工具 Changed structure 改變的結構 Brand Teams 品牌團隊 Brand Profit &

10、; Loss (P&L) 品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance, Admin and IT partners （財務、行政、IT部門）SalesPromotion銷售推廣 Head主管 Head主管 Head主管 Head主管One直效行銷Public Relations公共關系Identity視覺設計 Head主管HEAD OF COUNTRY（地區(qū)主管）ConsultingAgreed Structure for a 360 Degree Agency（360度代理商的結構）The Brand Team品牌團隊 A leader who leads 一個品牌領導

11、者 Team members who connect 接觸緊密的成員 Sitting together, ideally 理想狀況下，應該坐在一起The Brand P&L品牌損益 Share of client target 分享客戶的目標 A P&L which reports horizontally 垂直報告的損益 Jobs tracked at an individual level 工作遵循獨立的層面 Income distributed and profit distributed pro rata versus hours spent 收入和利潤根據(jù)時間花費進行

12、分配 Finance, Admin and IT partners Head Head Head Head HeadHEAD OF COUNTRYMulti-disciplinary Brand Teams ConsultingIMAGINEERSAdvSalesPromotion OnePublic RelationsIdentityCREATIVEAgreed Structure for a 360 Degree Agency（360度代理商結構）What 360 Degree Does For Us360度可以為我們做什么？What is the Territory of a Brand

13、?一個品牌的版圖是什么？Six inches wide6英寸寬Grey and wetMysteriousLine extensions產(chǎn)品延伸Sales promotion促銷活動Service experience服務經(jīng)驗Word of mouth口碑Receptionists style接待人員的風格Prejudices偏見Quality質量Design and colour設計和色彩Packaging包裝Retail environment零售環(huán)境Delivery trucks送貨車Your showrooms展示廳Corporate reputation企業(yè)聲譽Telemarketi

14、ng scripts電話行銷記錄Taste口味Price價格The way the telephone is answeredSocial attitudes社會態(tài)度Collective memory記憶累計Government endorsement政府認可News media新聞媒體Employeerelations雇員關系A Brand Is The Totality Of What The Customer Experiences一個品牌是消費者所經(jīng)歷的總和In 360 Degree在360度過程中You have to anticipate every encounter a cus

15、tomer is going to have with your brand 你必須預見消費者與品牌的每一次接觸機會You must customize the message for each encounter 針對每一次機會，設計需要傳達的信息 You are arranging the encounters to make sure they enrich the customers overall experience with a brand 設計安排這樣的機會，以保證可以增加消費者與品牌的經(jīng)驗A 360 Degree BrandScraps and Straws That Add

16、 up to the Most Valuable Asset a Company Has360 Degree Brand Stewardship360度品牌管家 Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 創(chuàng)造偉大的“IDEA”，讓我們的品牌在與消費者的每一次接觸中都可以向前發(fā)展Selects the richest points of customer involvement on which to focus our e

17、fforts選擇最有效的接觸點，將我們的努力集中在這些方面360 Degree Brand Stewardship 360度品牌管家 Improves the relationship between clients and their customers 增強客戶和消費者之間的關系Increases Client value in terms of market share, profit and share price增加客戶的市場份額，利潤和股票價格Adds future Client value by driving new opportunities通過驅動新的機會來增加未來客戶價值

18、Allows us to be well paid for using our creativity in the pursuit of this cause 讓我們得到更好的利潤回報Our 360 Degree Brand Thinking360度品牌思考 Cracks the non-traditional customer in Singapore Generates profits from dreams in Taipei Milks sport for all it is worth in Thailand Silences a Whisper with confidence in

19、 Korea Makes money out of striptease in the Philippines Turns an advertising property into a populist slogan in Indonesia Discovers the power of self discovery in ChinaIn the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written最初的廣告是寫在報紙上的平面廣告Along Came TV Which Worked to the S

20、ame Basic Shape伴隨電視的誕生，廣告工作仍然保持基本形狀So Heads Started to Become the Same Shape因此，頭腦也逐漸變成同樣的形狀To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes以適應同樣形狀的廣告簡報So Adman Looked Like This所以，廣告人看起來都是這個樣子的Then Along Came Some Other Sorts of Briefs隨著其他類型簡報的產(chǎn)生Direct直效行銷Public Relations公共

21、關系So Different Shaped Heads Were Required導致對不同形狀頭腦的需求 To Make up the Full Orchestra of Disciplines為建立整個管弦樂隊Specialisation Can Create Walls & Silos專業(yè)化創(chuàng)造墻和井Silo?井？A large tower for the storage of grain or cement一個儲藏谷物或水泥的塔形建筑No windows to lookin or out of沒有窗可以從里面看到外面或從里面看到外面Plus Other Sorts of Bri

22、efs加上其他類型的簡報 Old Integration以前的整合Each discipline sits in a silo 每個專業(yè)都坐在井里面Strategy is developed in a lead discipline (usually advertising) 策略在主導專業(yè)中發(fā)展（通常是廣告）The lead discipline develops its idea (usually television) 主導專業(yè)發(fā)展它的“IDEA”（通常是電視）Other disciplines are given the idea and asked follow it to prod

23、uce a uniform look and feel (usually very close to a deadline) 其他專業(yè)在既定的“IDEA”下， 被要求根據(jù)它發(fā)展統(tǒng)一的外觀和感受（通常離最后期限很接近）Whats Changed引起哪些變化？ Rising cost of television抬高電視的費用 Media fragmentation 媒介破碎分離 New media - Internet, cable, video on demand新媒體的誕生-互聯(lián)網(wǎng)、有線電視、點播錄像 Importance of endorsement背書的重要性 Search for bet

24、ter value from brand spending在品牌投資中尋求更好的價值We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking為實行360品牌思考，我們需要改變我們頭腦的形狀?The New 360 Degree Branding Approach新的360度品牌建立方式 Work as a Brand Team from the start so thinking develops in a discipline - rich way and is anchored in the

25、 BrandPrint 開始即以品牌團隊進行工作，在一個原則下進行思考-多樣的方法，以品牌寫真為依據(jù) Come up with a big Idea 產(chǎn)出一個“BIG IDEA” Chose points of contact to intensify the involvement of the brand in peoples lives 選擇接觸點，加強品牌在人們生活中的融入度The New 360 Degree Branding Approach新的360度品牌建立方式 Ensure interplay between all executional elements to bring

26、 the Brand Idea alive whether 確保所有可執(zhí)行元素間的相互影響， 以使品牌IDEA誕生，無論single, dual or multiple disciplines are used 是否運用到單一、雙重還是多元的專業(yè)Ogilvy companies deliver all the executions or not 是否所有的執(zhí)行工作都由奧美的公司完成The best chance of being 360 Degree is when you have a very strong idea. If its strong, it will start to hap

27、pen naturally“成為360度的最大機會是當你有一個很強的IDEA， 如果IDEA夠強， 它會很自然成為 360度?！?Shelly LazarusTo Go Along With Our New Heads We Need為了配合我們的新頭腦，我們需要： Stimuli to provoke new thinking激發(fā)新思維的工具 New ways of working together that 新的協(xié)作方式use the full resources of the Brand Team 運用品牌團隊的所有資源avoid wheel-spinning and duplicati

28、on of effort避免重復勞動maximise our creativity最大化我們的創(chuàng)造力To Go Along With Our New Heads We Need為了配合我們的新頭腦，我們需要： Practice to ensure we can鍛煉可以保證我們pick the rough diamonds from the river gravel在沙礫中篩選出鉆石cut and polish them to give our brands true brilliance切割、打磨，給予我們的品牌真正的光彩 Cases to inspire us along the way 案

29、例可以激發(fā)我們Biggest Recipe for Disaster導致災難的最大因素 Believing it is an end in itself losing sight of the end result by getting obsessed with the process 喪失對結果的預見，沉迷在過程中間thinking that the job can be done if we just answer a set of questions and complete a set of forms認為僅僅回答一系列問題，填完一些表格即可讓工作得以完成Other Recipes

30、for Disaster其他導致災難的因素Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認為自己個人作業(yè)要比品牌團隊作業(yè)來得快Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples real lives 羅列每件事情，不從品牌融

31、入消費者生活的角度來考慮優(yōu)先順序Seeing 360 Degree as cross-selling or just carving up a budget 將360度看作跨領域銷售或僅僅作為瓜分預算的方法Differences Between Old Fashioned Integration and 360 Degree Brand Thinking360度品牌思考與整合概念的差異性度品牌思考與整合概念的差異性Integration整合Laundry list of opportunities all of which would be nice to do but dont necess

32、arily solve the critical issue 羅列所有的機會點，有些可能還不錯，但并不是解決關鍵問題所需要的No strategic guiding principle 沒有策略指導原則Idea acts as superficial badging device IDEA僅作為表面的東西360 Degree Brand ThinkingSolving the critical challenge of the brand 解決品牌面臨的主要挑戰(zhàn)Operating within a strategic framework, with different roles to ach

33、ieve the goal 在策略框架下運作，從不同角度達到目的Driven by an idea, which it extends 以可延伸的IDEA為指導We Assume That We Have Already Done Our Homework我們假設我們已經(jīng)做完我們該做的功課Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brillianceAt Ogilvy we ask you to do your homework and

34、create brilliant campaignsDavid OgilvySequence Of 360 Degree Brand Thinking360度品牌思考的順序 In 360 Degree thinking everything connects with everything else 在360度思考中，每件事情之間都有關聯(lián) There is a natural sequence for the team to move through 存在一個自然順序 But we need to check back to insights from previous stages to p

35、rovide stimulus and ensure that everything fits together and is consistent 但我們?nèi)匀恍枰皇腔仡櫱半A段的洞察，以提供刺激材料和確保每件事配合得很好，確保他們的一致性。 The Elements主要元素Brand Scan品牌掃描Brand Audit品牌檢驗Points of contact接觸點Discover the Challengefacing the brand in a 360 Degree way從360度的角度，發(fā)掘品牌面臨的挑戰(zhàn)Describe the Brands DNA描述品牌的DNACreate

36、 a world which maximises the interplay between the brand and its customers at various points of contact創(chuàng)造一個世界，讓品牌和它的消費者之間在各個不同接觸點的相互影響達到最大化What We NeedBrand Audit品牌檢驗Brand Scan品牌掃描Points of contact接觸點Gathering, ordering and interpreting information about the brand in a 360 Degree way從360度的角度，收集、整理、解

37、釋關于品牌的各種訊息Understanding the unique relationship between the brand and its customers 了解消費者與品牌的獨特關系Defining the areas where the brand can intensify the impact it has on peoples lives確定品牌可以增強其對人們生活影響的接觸點How We Get There如何達到？ 2From Brand Scan to Challenge從品牌掃描到挑戰(zhàn)Where the Brands Problems Lie品牌的問題在哪里？Bra

38、nd Scan品牌掃描Challenge挑戰(zhàn)Equities資產(chǎn) A 360 Degree brand is a composite of different, inter-related strengths or equities一個360度的品牌是不同內(nèi)在相關的優(yōu)勢和資產(chǎn)的組合 We use six equities to look at a brand in a comprehensive way 我們運用六個方面來觀察一個品牌 We assess the strengths and weaknesses on each as a health check on the brand 就像

39、品牌的健康檢查，我們得到每個方面品牌的優(yōu)勢和弱點 Image形象Goodwill商譽Product產(chǎn)品Customer消費者Visual視覺Channel銷售渠道A Composite of Six Interrelated Equities6個方面資產(chǎn)的組合The Brand Team Needs To Know Product產(chǎn)品How the product performance supports the brand產(chǎn)品的表現(xiàn)如何支持品牌？ Image形象Whether the brands image is strong and engaging是否品牌形象很強并且吸引消費者？ Cu

40、stomer消費者How strong the brands customer franchise is品牌消費者的特權有多強？The Brand Team Needs To Know Channel銷售渠道How well the brand is leveraged in the trade environment 通路環(huán)境對品牌的影響如何？ Visual視覺Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持續(xù)和差異化視覺形象 Goodwill商譽Whether the

41、brand is endorsed by influencers and the communities in which it lives 是否品牌被“影響者”和社會團體所認可？Recognise this Brand?辨認這個品牌What Are Its Equities?什么是它的資產(chǎn)？ Unusually thisBrand was built with no advertising support通常這個品牌沒有廣告的支持Health Check: Amex versus Diners in Hong KongAmex 和 Diners 品牌健康檢查 ImageGoodwillPro

42、ductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealth Check: Amex versus HSBC Visa in Hong KongAmex 和 HSBC 品牌健康檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNot Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on Thes

43、e Six Equities 只有當我們了解品牌在6個方面的強、弱 Can we start to determine what the brand could do to be stronger 我們才能決定做些什么可以讓品牌變得更強大 And can we define the Challenge facing the brand 我們才能確定品牌面臨的挑戰(zhàn)Equities資產(chǎn) Equities are not disguises for group companies or communication disciplines資產(chǎn)不是一群公司或多種傳播方法的偽裝 However, diff

44、erent disciplines clearly have more impact on some equities than on others然而，不同的方法在某些資產(chǎn)方面會比其他的方法更有影響力What We Use to Help Discovery我們運用什么來幫助發(fā)掘？ The background of our basic knowledge and homework about the brand 我們的基本知識背景和關于品牌的功課 A facilitated meeting of the Brand Team including MindShare 具有促進作用的品牌團隊會

45、議（包括傳立） Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激發(fā)思考和討論的“撲克牌” And the Compass Dial as a visual prompt 視覺化工具“指南針”Stimuli Questions in the Shuffle Deck: Product Equity“

46、撲克牌”中的問題：產(chǎn)品層面 What makes this product superior to the competition?這個產(chǎn)品優(yōu)于競爭品牌的原因有哪些？ Does the product performance live up to expectations in all its aspects?產(chǎn)品的表現(xiàn)符合在所有方面的期望？ Are there things about this product which, if better known, would enhance its appeal?是否存在有關這個產(chǎn)品的某些事情，如果大家都知道，可以增加這個產(chǎn)品的吸引力？Stimu

47、li Questions in the Shuffle Deck: Product Equity“撲克牌”中的問題：產(chǎn)品層面 Does this product have the optimum price-value equation?是否這個產(chǎn)品具有最佳的價格-價值比？ If there is a range of products, how do they clarify or confuse the proposition?如果有一系列產(chǎn)品，他們是否讓主張變得更清晰或者更混亂？ If you had a free hand, are there any things about the

48、 product (presentation/design/size etc) you would change to make it more attractive?如果你可以自由發(fā)揮， 是否有任何你希望改變的方面，（包括：設計、尺寸等），讓這個產(chǎn)品更具吸引力？Example: Jaguar Is a Quirky Brand例子：Jaguar 是一個詭異的品牌 The engineers built back features into the product to reinforce this product equity e.g. an instrument dial in a unu

49、sual placeStimuli for Image Equity形象層面 Are the values or attitudes this brand owns relevant to the market today? 品牌所擁有的態(tài)度和價值是否與今天的市場有關？ Does the brand lead or follow trends set in the market place? 品牌是否引領或追隨在市場中的潮流？ Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人與品牌

50、最接近？部分人群還是廣泛的人群？ To what extent is the brand presented in a distinctive manner compared to the competition? 與競爭品牌相比，品牌的風格獨特到哪種程度？Stimuli for Image Equity形象層面 Is there a strong idea underpinning the brands image? 在品牌的形象背后，是否存在一個很強的“IDEA”？ To what extent is the brands share of voice an influence on it

51、s image strength? 品牌的“SOV”對品牌強弱的影響有多大？ If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱點，是因為品牌以錯誤的方式被呈現(xiàn)，還是沒有以正確的方式被支持？Example: Ponds Skin Lightening in Japan Weighed down with a grandmothers cold cream reputation 重負“祖母的冷霜”的形象

52、 Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳過一代，讓品牌形象得以重生。并且直接吸引新一代的年輕女性 Double White skin lightening cream made Ponds once again seem an innovator (after following the trends for a generation) 雙重美白霜讓Ponds又一次被看作創(chuàng)新者Stimuli for Customer Equity

53、消費者層面 At what point in their lives, and for what reasons, do customers start and stop coming to the brand?在生活中的哪些點？基于何種原因？消費者開始接觸品牌或不再接觸本品牌？ Is the brand popular amongst the people who should be its natural users?在品牌的自然使用者中，本品牌是否被廣為接受？ In looking for new customers, to what extent is the brand target

54、ing its best volume opportunity?在尋求新的消費者時，品牌目標達到它潛力的多少？ Who is more important to influence, the purchaser or user of this brand?誰對品牌更有影響力？ 品牌使用者還是品牌的購買者？Stimuli for Customer Equity消費者層面 What is the value to the brand of its best or most loyal customers?品牌忠實消費者對品牌的價值是什么？ Is the brand over-dependent e

55、ither on its loyal customers or a constant arrival of new users?是否本品牌過分依賴于忠實消費者和新進消費者？ Is this brand getting its fair share of the customers wallet?是否本品牌得到其應該得到的份額？ Does this brand treat its best customers as customers for life?是否該品牌對待它最好的消費者如同生活中的消費者？In Most Countries Nestl Enjoys Unique Customer E

56、quity Advantages Linked to Its Product Portfolio A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵蓋大范圍的家庭生活所需，從母親到高級成人營養(yǎng) Umbrella branding extending into many aspects of the customers life (unlike Unilever)品牌擴展到消費者生活的很多方面 Therefore the abili

57、ty to realise the value of the customer in portfolio and through time有能力了解消費者的價值Stimuli for Channel Equity銷售渠道方面 Does the existing mix of different channels work to the best advantage of the brands sales and image?現(xiàn)有的不同銷售渠道的組合， 是否給品牌的銷售和形象帶來最大的好處 Are there new potential channels to explore?是否有潛在的銷售渠

58、道可以發(fā)展？ Within the critical channels, is the brand effectively distributed and displayed?在重要的銷售渠道， 品牌是否被有效的鋪貨及展示？ Do sales force and channel activity work well together?銷售力量和渠道活動是否配合得很好？Stimuli for Channel Equity銷售渠道方面 Can sales leads be traced if they are sold through the channel?銷售痕跡是否可以被追蹤到？ How i

59、mportant is the brand to the channel, and how does the Trade feel about the brand?本品牌對銷售渠道的重要性如何？銷售渠道對品牌的意見如何？ What do potential customers know about where to find the brand, and is it enough?潛在消費者是否知道在哪里可以買得到本品牌？這是否足夠？ Are Business Partners working to the best advantage of the brand?商業(yè)伙伴是否給本品牌最大的益處

60、？ How effectively does after-sales service support the brand?售后服務如何有效地支持本品牌？Amex Can show relatively weakness in channel equity Stimuli for Visual Equity視覺方面 To what extent is the brands look and feel aligned to the corporate vision & values which underpin the brand?品牌的外觀和感受與公司遠景及價值觀的緊密程度如何？ Is the relationship betwe