度品牌管理寫真idear課件

RevisedBrandAuditQuestions

修正后的品牌檢驗問題Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind… 想象一下哪些可以讓你辨認出這個品牌的一些特定的事務Whenyouhearthebrand’sname,whatimmediatelyspringstomind? 當你聽到這個牌子的名字，那些東西會立刻出現(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?標志和符號？otherbrandlore?其他有關(guān)品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem? 哪種類型的人會讓你與這個品牌聯(lián)系起來？你對這些人的感覺如何？RevisedBrandAuditQuestions

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

它帶來哪些獨特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?

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

Nowsteppingoutoftheroleo3BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

品牌檢驗幫助我們確定消費者與品牌之間的獨特關(guān)系

Thebrand’sDNAexpressedinawritten書面表達的品牌DNA

BrandPrint品牌寫真BrandAuditHelpsUsDefineth4WhenYouWriteaBrandprintYouWillAlmostCertainlyStartWithHaveTooManyWords

當你開始寫品牌寫真時，你開始幾乎一定會從運用很多詞句進行描述WhenYouWriteaBrandprintYo5ChivasRegal:ThailandChiivasisthenight.Apaletofflickeringneonandblinkingcarlights.Theblastofrawmusicasyouswingthroughthedoorsofacrowdedfriendlypub.Chivasisneverwantingthenighttoend.BecauseChivasiscamaradie.Aclutchoftruefriendsforever.ThesubtlesplashofChivasovericeunderliningaburstofuninhibitedlaughter.Thestuffourfondestmemoriesaremadeof.AndChivasisirrevocablyright.itimpartsanelitistspirittothepeoplewhodrinkitThewhiskypreferredbycontenporary,affluentyoungmen...whichwomenareonlytoohappytoshareChivasRegal:ThailandChiivas6WhenLookingatandEvaluatingBrandPrints

當你細看及評估品牌寫真時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 運用詞匯聯(lián)系來表達潛在的感覺和情緒CanbeusedinadditiontoBrandAudittoenrichvocabulary 除了可以運用在品牌檢驗，還可以豐富詞匯

e.g.BMW(NewZealand)AToZ-AVerbalBankUsing17HowItWorks

如何運用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 每一個字母選擇一個有聯(lián)系的內(nèi)容Writeasummary 寫下小結(jié)HowItWorks

如何運用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、有暗示意義的認知Veryusefulinunderstandingcompetitivedifferences 在理解競爭性差異時非常有用Canbeusedinadditiontoothertechniquestoenrichvisualimages 可以運用在其他技術(shù)上以豐富視覺形象Photomontage-AVisualBank

圖22HowItWorks

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

如何運用Takeapileo23WhatABrandprintIs

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

什么是品牌寫真A24ABrandprintIsNot

品牌寫真不是…...Adescriptionofthebrand一個關(guān)于品牌的描述Adescriptionoftheadvertising一個關(guān)于廣告的描述Amarketingobjective 一個市場目標Astrategy一個策略Abrief一份簡報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 每個人的努力，一個人（通常是創(chuàng)意人員）負責形成最后文字Preparationisimportant.Takealongwalk,abath,aglass(ortwoorthree)ofwine… 準備工作很重要。散步、沖涼、喝幾杯葡萄酒…….Mindsetiscritical.Lockuptheleftbrain,unlocktheright 思維設定很重要。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 在這個快節(jié)奏的現(xiàn)代社會，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－－你的詞匯應具有新意Orange,loud,aggressivehellbentongettingridofdirt,stainsandodours(Radion) Hopewithoutthehypeacreamyconcoction...ahandshakebargain (Dove)Squeakycleanpowderthatmakesanoiselikefootstepsincrispwhitesnow(Birds)AvoidTiredLanguage…GetSome28ATestforRecognisingAGoodBrandPrint

測試

Distinctive與眾不同

Clear清楚

Colloquial通俗的

Truthful誠實的

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相對不昂貴GenuinelyOgilvy誠實的奧格威CompetitiveAdvantagesOf

Br30BeyondTheBrandPrint

除了品牌寫真TheBrandPrintisonlythebeginning 品牌寫真僅是開始Itshouldinfluenceeverythingyoudoonyourbrand 它將會影響到你對品牌做作的每一件事情Itisnotre-writtenveryoften 它并不會經(jīng)常被修改WhenputtogetherwiththeChallengeitshouldprovoketheBrandIdea 當與品牌挑戰(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Pickthebrandassignedtoyourgroup 根據(jù)各組被指定的品牌Reviewwhatyoualreadyknowaboutit 重溫你們對該品牌了解的所有內(nèi)容ConductaBrandAuditonit, 針對它作品牌檢驗Definethebrandprint 形成品牌寫真Reportbackinonehourstime 1小時后報告TeamExercise1

分組練習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只有背后存在一個很強的IDEA時，360才會起作用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，而不是我們練習時用的機器Why為什么？360oonlyworksifthe37

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

Bisociationoftwoormorepreviouslyunconnectedthoughtmatrices

兩個或多個以前不相關(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來自于對產(chǎn)品知識的了解和對生活和事件有常識的人兩部分的組合

JamesWebbYoungADefinitionFromTheCreative42PuttingtheElementsTogether….

OurDefinition我們的定義

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

或者從另一個角度Makingthefamiliar讓熟悉的事務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… 為了達到我們的目標，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IDEA的技術(shù)、道具、制作等PuttingThisintotheContext49IBMChallenge挑戰(zhàn)IBMastheunderlyingfabricoftheinformationage IBM作為信息時代的基石 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?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個性的背書A"property"isanexecutionalcomponentthatintimestartstosignifytheideaExecution執(zhí)行Techniquesaren54IdeasandExecutionIdeaWeak弱Strong強ExecutionGreat杰出Poor較差IdeasandExecutionIdeaWeak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)，同時完成其品牌寫真Notkeepingthatinmindcomeupwithabrandidea 現(xiàn)在產(chǎn)出一個品牌IDEA

Reportbackinhalfanhour 半小時后報告Exercise4Pickthebrandassig56SevenSecretsforGreatIdeas

杰出的IDEA得七個秘訣1. Definingthecharacteristicsofgreatideasintheabstractwillnothelpyoucreateoneintheslightest 從理論上去定義杰出的IDEA的特性，不會幫助你創(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。SevenSecretsforGreatIdeas

57SevenSecretsforGreatIdeas4. Thereareahundredstagesduringwhichgoodideascan belost,mostoftheminternal 有很多階段，好的IDEA會被放棄，大部分是在我們內(nèi)部5. Clientsassessideasrelativelynotabsolutely 客戶不會絕對的評估相關(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帶入消費者的世界,讓品牌與消費者的融入度達到最大化WhereHaveWeGotto?

我們已經(jīng)知道什么60CreatingaBrandWorld

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

創(chuàng)造一個品牌世61WhatWeAreTryingtoDoDifferently

我們試圖有哪些不同的做法?

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

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

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

較強的融入度是關(guān)于Intensity密集度

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

Differentpointsofcontactworkingtogetherforgreateroverallinvolvement 不同接觸點共同作用,以達到最大的融入度.GreaterInvolvementIsAbout

較63MultipleConnections

多維聯(lián)系

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

多維聯(lián)系Th64InTheDifferentEncounterstheCustomerHasWiththeBrandatDifferentPointsofContact不同的接觸點,消費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我們可以運用這些相互影響加強品牌的融入度InTheDifferentEncountersth65LaunchingaNewLowCostCreditCard:TheOldWay

低費用信用卡上市(舊方式)LaunchTVcommercial 上市電視廣告Simultaneouspressconference 同時舉辦新聞發(fā)布會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引導反應Level38wks

Activation&usage 行動和使用PR公關(guān)

Outdoor戶外

Posters海報

Events事件

PrintAds平面

Radio

電臺Buses車身

DRTVDRTVTelemarketing電話行銷

SolicitationPacksTake-OnesWeb-Site網(wǎng)站

FSIWelcomePackWelcomeCallBalanceTransferMGMMembershipRewardsX-SellInterplayThroughTime

時間上的相互影69GettingtheBrandTeamtogether

集合所有品牌團隊成員Thesecondpointwhenthewholeteamhavetomeet,includingMindshare 第二次所有成員必須參加,包括傳立Atanktreatmenttoimmerseourselvesintheworldofthecustomer

讓我們進入消費者的世界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Explorethepossiblepointsofcontactbetweenthebrandanditscustomers 探究品牌與其消費者之間的可能接觸點Thinkaboutcustomers’everydaylives-wheredotheymostoftenthinkaboutandusethebrand 仔細想一下消費者每天的生活,在哪里他們會經(jīng)常想到或用到這個品牌PointsofContact

接觸點Exploret73ForInstance,theBrandWorldforMiloinThailand

例子:Milo的品牌世界,泰國Miloistherewheneverandwhereeverthecustomersare 無論何時何地,Milo都存在inschool……athome 在學?！诩抑?/p>

inruralareas……atlocalsportingevents

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

一些幫助激發(fā)接觸點的技術(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Surroundingtheteamwiththeenvironment,emotionsandexpressionsofthecustomer/brandrelationship 讓品牌團隊感受品牌與消費者關(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Diaryofadayinthelifewords,filmorphotos一天的日記、錄影、照片Workplacenoises工作場所的聲音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Toolsoftheirtrade交易工具Bookshelf書架Contentsoftheirhandbags手提袋中的內(nèi)容

Videoclips&voxpopsCompetitiveproducts競爭產(chǎn)品Articlesoncompetitors競爭者的文章Holidaysnaps假日Photosofbedroomorkitchen居室、廚房的照片PossibleStimuli

可能的刺激Logoboa78SnapCarddeck

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

運用你自己的印象

Whatdoyoufeelishappeninginpeople’slivesthatmightaffect theirrelationshipwiththebrand? 現(xiàn)實生活中發(fā)生的哪些事情，會影響到消費者與本品牌的關(guān)系Whoorwhatdotheyspecificallyidentifywithintheworldatlargethatthebrandcouldpickupon? 哪些他們所認可的人或事本品牌可以學習、利用？Whatisnewinthemarketplacethatmayinfluencethewaytheyfeelaboutthebrand? 市場中的哪些新發(fā)展可能會影響到消費者對本品牌的感受？Whatdoyouimaginethecompetitioncouldgetuptothatcoulddamagethatrelationship? 你想象一下，競爭者做什么可能危及消費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者Whenarethebrand’scustomersmostinvolvedinthemediatheyconsume(time,place,behaviourandattitudeofmind)? 在哪些時間，品牌的消費者對媒體最投入？（時間、地點、行為、態(tài)度）Isthereanaturalmediafitbetweenthebrandanditscustomers’lifestyles?是否存在自然的媒介，讓品牌和消費者生活相聯(lián)系？Whatischanginginthewaythebrand’scustomersconsumemedia? 本品牌消費者消費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消費者與品牌的關(guān)系？ a)不同的訊息 b)

不同的目標對象Isthereanaturalsequencetothechoiceoruseofmediainbuildinggreaterinvolvementwiththebrand? 在選擇和運用媒體上，是否存在自然的順序，加強消費者對品牌的投入度RedDeckThinkingAboutWheretheBrand81MoreObviousPointsofContact

明顯的接觸點Theouterrimofthedial羅盤的外層MoreObviousPointsofContact82LessObviousPointsofContact

不太明顯的接觸點AnythingthatallowsustolinkthebrandtothecustomerinhisorherBrandWorldisamedium任何讓品牌與消費者品牌世界產(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

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

Ourabilitytosurroundtheconsumerwiththebrandinwaysthatworkeffectivelyincreasesthevalueofwhatweofferexponentially ShellyLazarusOurabilitytosurroundthe89Evaluation

評估Intensityofinvolvement投入強度

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

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

評估Intensityofinvo90RevisedBrandAuditQuestions

修正后的品牌檢驗問題Thinkingaboutthespecificthingsthattriggerthisbrand’sidentityinyourmind… 想象一下哪些可以讓你辨認出這個品牌的一些特定的事務Whenyouhearthebrand’sname,whatimmediatelyspringstomind? 當你聽到這個牌子的名字，那些東西會立刻出現(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?標志和符號？otherbrandlore?其他有關(guān)品牌的部分？Whatkindofpeopledoyouassociatewiththebrand,andhowdoyoufeelaboutthem? 哪種類型的人會讓你與這個品牌聯(lián)系起來？你對這些人的感覺如何？RevisedBrandAuditQuestions

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

它帶來哪些獨特的地方？whatspecialperspectivedoesitgiveyouaboutusingthecategory?

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

Nowsteppingoutoftheroleo93BrandAuditHelpsUsDefinetheUniqueRelationshipBetweentheCustomerandtheBrand

品牌檢驗幫助我們確定消