度品牌培訓(xùn)講義

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時裝秀Webcast網(wǎng)絡(luò)SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開創(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 相互影響和強化提升最終結(jié)果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 品牌世界時一個感覺的世界，它通過選擇不同有相互影響的接觸點，加強消費者對品牌的投入度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)出接觸點并運用策略矩陣加以評估Reportbackinonehourstime 1小時后報告Conclusion 結(jié)論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學(xué)習(xí)了什么？

IdeaBrandAudit品牌牌檢檢驗驗BrandScan品牌牌掃掃描描Pointsofcontact接觸觸點點Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’’slivesHowWeGotThere如如何何得得到到？？Sequence順順序序BrandScan品牌牌掃掃描描BrandAudit品牌牌檢檢驗驗Pointsofcontact接觸觸點點Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行WhyWeHaveDoneIt為為什什么么我我們們這這樣樣做做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品品牌牌和和消消費費者者的的每每個個接接觸觸點點，，創(chuàng)創(chuàng)造造可可以以讓讓品品牌牌前前進進的的偉偉大大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(guān)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(qū)動新的的機會增加客客戶未來的價價值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause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(guān)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(qū)動新的的機會增加客客戶未來的價價值A(chǔ)llowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更好好的回報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?它實際際嗎？？負擔(dān)擔(dān)得起起嗎？？Willitbuildthebrand?它是否否會建建立品品牌？？IfnotstartagainPuttingItAllTogether將將所有有的東東西放放在一一起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足夠了了解1.Attitude,Attitude,Attitude態(tài)度7.Justdoit4.Focusonoutputnotprocess重點是是產(chǎn)出出不是過過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不不一樣樣的事情情Keymessagestotakefromfromthissession本次次課課程程的的主要要訊訊息息Closing結(jié)結(jié)束束語語360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有有點點復(fù)復(fù)雜雜，，但但并并不不是是很很復(fù)復(fù)雜雜Thebasisistwogroupmeetings-frontandback基礎(chǔ)礎(chǔ)是是兩兩次次團團隊隊的的會會議議（（前前期期和和后后期期））Itdoesn’’thappennaturally它不不會會自自然然的的發(fā)發(fā)生生Thebigenemyisintegration最大大的的敵敵人人是是整整合合RedFireisthepassionthatdrivesus紅色色火火焰焰是是驅(qū)驅(qū)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要要成功功運用360度度品牌思思考，我我么必須須清楚Think360Degreefromthebeginning從一開始始就從360度度角度思思考問題題360Degreethinkingisnotlinear360度思考不不是線性性的focusonoutputnotprocess重點在產(chǎn)產(chǎn)出，而而不是過過程don’’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作作填表或或跟隨流流程Thinkintheround-everythingconnectswitheverythingelse每件事情情之間都都有聯(lián)系系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播播活動可可能不會會用到所所有的方方法，會會選擇哪哪些最合合適的方方法BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)災(zāi)難的最最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去對結(jié)結(jié)果的預(yù)預(yù)見，沉沉迷在過過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅回回答一系列列問題，填填完一些列列表格，工工作就可以以完成OtherRecipesforDisaster

其他他導(dǎo)致災(zāi)難難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己進進行比整個個團隊作業(yè)業(yè)更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事事情，不從從品牌融入入消費者生生活的角度度來考慮優(yōu)優(yōu)先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度度看作跨領(lǐng)領(lǐng)域銷售或或僅僅作為為瓜分預(yù)算算的方法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有增強嗎？？Isitpracticalandaffordable?它實際嗎？？負擔(dān)得起起嗎？Willitbuildthebrand?它是否會建建立品牌？？IfnotstartagainPuttingItAllTogether將將所有的東東西放在一一起Drawamaptoshowhoweverythingfitstogether畫個圖看一一下，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案案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交談3.Kn