奧美-度品牌管理內(nèi)培訓(xùn)

1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺得你是…...Intherightindustry? 在一個(gè)正確的行業(yè)工作?Withtherightagency? 在一個(gè)正確的公司工作?Attherighttime? 在正確的時(shí)間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對(duì)品牌、客戶和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì)

IndividualPre-sessionExercise:

FramingtheAgenda

個(gè)人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對(duì)360度品牌管理的了解，在卡片上寫下你認(rèn)為帶來成功的三個(gè)主要觀點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是一些我們必須要做的事情,它包含Anopportunity機(jī)會(huì)Aproblem問題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡Agenda

議程Introduction-thewhyandthewhat 為什么會(huì)有360度，什么是360度TheHow-fourpartsof360thinking 如何運(yùn)用（360度思考的四個(gè)部分）Challenge

挑戰(zhàn)BrandPrint品牌寫真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們?cè)诰凶鳂I(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問公司威脅到CEO層面的接觸Recommendation

建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集中到360度品牌思考,以增加我們的價(jià)值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷總監(jiān)Strategic策略的Operational運(yùn)作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個(gè)需要知識(shí)的行業(yè)

Weneedmoreknowledge 我們需要更多的知識(shí)Weareintheideasbusiness 我們處在一個(gè)需要想法的行業(yè)

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個(gè)建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個(gè)品牌上有更多的影響力

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個(gè)怎樣的公司？TheUnlimitedBrandCompany無限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過360度思思考跨跨越專專業(yè)Wecrossborders跨越邊邊界Wechallengebarriers挑戰(zhàn)障障礙Wetakeitallthewaythrough我們?nèi)轿晃贿\(yùn)用用Insight...Ideas...Execution...Evaluation洞察……IDEA……執(zhí)行行…評(píng)估估Webuildthebrandtoitsfullpotential我們將將品牌牌建立立至極極限Imagineallcommunicationsreflectingthesamedeepinsight試想一下,所有的傳播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole試想一下,所有媒介都整體貢獻(xiàn)在傳播活動(dòng)上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲哲學(xué)Periodofdebate-keepindividualdisciplines保持獨(dú)獨(dú)立的的原則則Experimentsonhowtoworktogetherdifferently嘗試如如何共共同協(xié)協(xié)作Gainsonkeyaccounts來自重重要客客戶的的經(jīng)驗(yàn)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia??????Bangladesh??China??????????HongKong????????????India ??? ??? ???Indonesia ??? ???????Japan ???Malaysia?? ??? ?????NewZealand?? ?????Pakistan????Philippines?? ?????Singapore ??? ??? ???SouthKorea?? ?????SriLanka ???Taiwan ??? ???????Thailand?? ??? ???Vietnam??OgilvyResourcesinAsiaPacific奧奧美在亞亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度品牌管管理的障礙礙Threetoolstohelpremovetheobstacles三個(gè)幫助消消除障礙的的工具Changedstructure改變的結(jié)構(gòu)構(gòu)BrandTeams品牌團(tuán)隊(duì)BrandProfit&Loss(P&L)品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（（財(cái)務(wù)、行政政、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PublicRelations公共關(guān)系Identity視覺設(shè)計(jì)Head主管HEADOFCOUNTRY（地區(qū)主管））IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（（360度度代理商的的結(jié)構(gòu)）TheBrandTeam

品牌牌團(tuán)隊(duì)Aleaderwholeads一個(gè)品牌領(lǐng)領(lǐng)導(dǎo)者Teammemberswhoconnect接觸緊密的的成員Sittingtogether,ideally理想狀況下下，應(yīng)該坐坐在一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的的目標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告的的損益Jobstrackedatanindividuallevel工作遵循獨(dú)獨(dú)立的層面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤(rùn)潤(rùn)根據(jù)時(shí)間間花費(fèi)進(jìn)行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益AgreedStructurefora360DegreeAgency（（360度度代理商結(jié)結(jié)構(gòu)）What360DegreeDoesForUs360度可以為我我們做什么么？WhatistheTerritoryofaBrand?

一個(gè)品品牌的版圖圖是什么？？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷活動(dòng)Serviceexperience服務(wù)經(jīng)驗(yàn)Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見Quality質(zhì)量Designandcolour設(shè)計(jì)和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話行銷記錄Taste口味Price價(jià)格ThewaythetelephoneisansweredSocialattitudes社會(huì)態(tài)度Collectivememory記憶累計(jì)Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個(gè)品牌是是消費(fèi)者所所經(jīng)歷的總總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)見見消費(fèi)者與與品牌的每每一次接觸觸機(jī)會(huì)Youmustcustomizethemessageforeachencounter針對(duì)每一次次機(jī)會(huì)，設(shè)設(shè)計(jì)需要傳傳達(dá)的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)計(jì)安排這這樣的機(jī)會(huì)會(huì)，以保證證可以增加加消費(fèi)者與與品牌的經(jīng)經(jīng)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的的“IDEA””，讓我們的品品牌在與消消費(fèi)者的每每一次接觸觸中都可以以向前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效效的接觸點(diǎn)點(diǎn)，將我們們的努力集集中在這些些方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)客戶和和消費(fèi)者之之間的關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的的市場(chǎng)份額額，利潤(rùn)和和股票價(jià)格格AddsfutureClientvaluebydrivingnewopportunities通過驅(qū)動(dòng)新的的機(jī)會(huì)來增加加未來客戶價(jià)價(jià)值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們得到更更好的利潤(rùn)回回報(bào)Our360DegreeBrandThinking360度品牌牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的廣告是是寫在報(bào)紙上上的平面廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電視的誕誕生，廣告工工作仍然保持持基本形狀SoHeadsStartedtoBecometheSameShape

因此，頭頭腦也逐漸變變成同樣的形形狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)同樣樣形狀的廣告告簡(jiǎn)報(bào)SoAdmanLookedLikeThis所所以，廣告告人看起來都都是這個(gè)樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其他類型型簡(jiǎn)報(bào)的產(chǎn)生生Direct直效行銷PublicRelations公共關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對(duì)不同形形狀頭腦的需需求ToMakeuptheFullOrchestraofDisciplines為為建立整個(gè)管管弦樂隊(duì)SpecialisationCanCreateWalls&Silos專專業(yè)化創(chuàng)造墻墻和井Silo?井井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)藏谷物物或水泥的塔塔形建筑Nowindowstolookinoroutof沒有窗可以從從里面看到外外面或從里面看到到外面PlusOtherSortsofBriefs

加上其他他類型的簡(jiǎn)報(bào)報(bào)OldIntegration以以前的的整合合Eachdisciplinesitsinasilo每個(gè)專專業(yè)都都坐在在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在在主導(dǎo)導(dǎo)專業(yè)業(yè)中發(fā)發(fā)展（（通常常是廣廣告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專專業(yè)發(fā)發(fā)展它它的““IDEA””（通常是是電視視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專專業(yè)在在既定定的““IDEA””下，被被要要求根根據(jù)它它發(fā)展展統(tǒng)一一的外外觀和和感受受（通通常離離最后后期限限很接接近））What’’sChanged引引起起哪些些變化化？Risingcostoftelevision抬高電電視的的費(fèi)用用Mediafragmentation媒介破破碎分分離Newmedia-Internet,cable,videoondemand新媒體體的誕誕生----互互聯(lián)網(wǎng)網(wǎng)、有有線電電視、、點(diǎn)播播錄像像Importanceofendorsement背書的的重要要性Searchforbettervaluefrombrandspending在品牌牌投資資中尋尋求更更好的的價(jià)值值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行行360品品牌思思考，，我們們需要要改變變我們們頭腦腦的形形狀?TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即即以品品牌團(tuán)團(tuán)隊(duì)進(jìn)進(jìn)行工工作，，在一一個(gè)原原則下下進(jìn)行行思考考--------多樣樣的方方法，，以品品牌寫寫真為為依據(jù)據(jù)ComeupwithabigIdea產(chǎn)出一一個(gè)““BIGIDEA””Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’slives選擇接接觸點(diǎn)點(diǎn)，加加強(qiáng)品品牌在在人們們生活活中的的融入入度TheNew360DegreeBrandingApproach新新的的360度度品牌牌建立立方式式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所所有可可執(zhí)行行元素素間的的相互互影響響，以以使使品牌牌IDEA誕生，，無論論single,dualormultipledisciplinesareused是否運(yùn)運(yùn)用到到單一一、雙雙重還還是多多元的的專業(yè)業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所所有的的執(zhí)行行工作作都由由奧美美的公公司完完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’’sstrong,itwillstarttohappennaturally“成為為360度度的最最大機(jī)機(jī)會(huì)是是當(dāng)你你有一一個(gè)很很強(qiáng)的的IDEA，，如果IDEA夠強(qiáng)，，它它會(huì)很很自然然成為為360度。?！盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed為為了了配合合我們們的新新頭腦腦，我我們需需要：：Stimulitoprovokenewthinking激發(fā)新新思維維的工工具Newwaysofworkingtogetherthat新的協(xié)協(xié)作方方式usethefullresourcesoftheBrandTeam運(yùn)用品品牌團(tuán)團(tuán)隊(duì)的的所有有資源源avoidwheel-spinningandduplicationofeffort避免重重復(fù)勞勞動(dòng)maximiseourcreativity最大化化我們們的創(chuàng)創(chuàng)造力力ToGoAlongWithOurNewHeadsWeNeed為為了了配合合我們們的新新頭腦腦，我我們需需要：：Practicetoensurewecan鍛煉可可以保保證我我們picktheroughdiamondsfromtherivergravel在沙礫礫中篩篩選出出鉆石石cutandpolishthemtogiveourbrandstruebrilliance切割、、打磨磨，給給予我我們的的品牌牌真正正的光光彩Casestoinspireusalongtheway案例可可以激激發(fā)我我們BiggestRecipeforDisaster導(dǎo)導(dǎo)致災(zāi)災(zāi)難的的最大大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對(duì)對(duì)結(jié)果果的預(yù)預(yù)見，，沉迷迷在過過程中中間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅僅回回答一一系列列問題題，填填完一一些表表格即即可讓讓工作作得以以完成成OtherRecipesforDisaster其其他他導(dǎo)致致災(zāi)難難的因因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己己個(gè)人作作業(yè)要比比品牌團(tuán)團(tuán)隊(duì)作業(yè)業(yè)來得快快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件件事情，，不從品品牌融入入消費(fèi)者者生活的的角度來來考慮優(yōu)優(yōu)先順序序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作作跨領(lǐng)域域銷售或或僅僅作作為瓜分分預(yù)算的的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思思考與整整合概念念的差異異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’tnecessarilysolvethecriticalissue羅列所有有的機(jī)會(huì)會(huì)點(diǎn)，有有些可能能還不錯(cuò)錯(cuò)，但并并不是解解決關(guān)鍵鍵問題所所需要的的Nostrategicguidingprinciple沒有策略略指導(dǎo)原原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表表面的東東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌牌面臨的的主要挑挑戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框框架下運(yùn)運(yùn)作，從從不同角角度達(dá)到到目的Drivenbyanidea,whichitextends以可延伸伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)設(shè)我們已已經(jīng)做完完我們?cè)撛撟龅墓φnSomeagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品品牌思考考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考考中，每每件事情情之間都都有關(guān)聯(lián)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)個(gè)自然順順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀匀恍枰皇腔鼗仡櫱半A階段的洞洞察，以以提供刺刺激材料料和確保保每件事事配合得得很好，，確保他他們的一一致性。。TheElements主主要元元素BrandScan品牌掃描描BrandAudit品牌檢驗(yàn)驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度的角角度，發(fā)發(fā)掘品牌面臨臨的挑戰(zhàn)戰(zhàn)DescribetheBrand’’sDNA描述品牌牌的DNAChallenge挑戰(zhàn)BrandPrint品牌寫真真BrandWorld品牌世界界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)個(gè)世界，，讓品牌牌和它的的消費(fèi)者者之間在在各個(gè)不不同接觸觸點(diǎn)的相相互影響響達(dá)到最最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)驗(yàn)BrandScan品牌掃描描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度的角角度，收收集、整整理、解解釋關(guān)于于品牌的的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)者與與品牌的獨(dú)特特關(guān)系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’slives確定品牌可以以增強(qiáng)其對(duì)人人們生活影響響的接觸點(diǎn)HowWeGetThere

如何達(dá)到到？2FromBrandScantoChallenge從品牌掃描到到挑戰(zhàn)WheretheBrand’’sProblemsLie品品牌的問題題在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities

資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度度的品牌是不不同內(nèi)在相關(guān)關(guān)的優(yōu)勢(shì)和資資產(chǎn)的組合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用六個(gè)個(gè)方面來觀察察一個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健健康檢查，我我們得到每個(gè)個(gè)方面品牌的的優(yōu)勢(shì)和弱點(diǎn)點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個(gè)方面資資產(chǎn)的組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)如如何支持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形象象很強(qiáng)并且吸吸引消費(fèi)者？？Customer消費(fèi)費(fèi)者者Howstrongthebrand’’scustomerfranchiseis品牌牌消消費(fèi)費(fèi)者者的的特特權(quán)權(quán)有有多多強(qiáng)強(qiáng)？？TheBrandTeamNeedsToKnowChannel銷售售渠渠道道Howwellthebrandisleveragedinthetradeenvironment通路路環(huán)環(huán)境境對(duì)對(duì)品品牌牌的的影影響響如如何何？？Visual視覺覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否否品品牌牌具具有有清清晰晰、、持持續(xù)續(xù)和和差差異異化化視視覺覺形形象象Goodwill商譽(yù)譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否否品品牌牌被被““影影響響者者””和和社社會(huì)會(huì)團(tuán)團(tuán)體體所所認(rèn)認(rèn)可可？？RecognisethisBrand?辨辨認(rèn)認(rèn)這這個(gè)個(gè)品品牌牌WhatAreItsEquities?什什么么是是它它的的資資產(chǎn)產(chǎn)？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌牌健健康康檢檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌牌健健康康檢檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有有當(dāng)當(dāng)我我們們了了解解品品牌牌在在6個(gè)個(gè)方方面面的的強(qiáng)強(qiáng)、、弱弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們們才才能能決決定定做做些些什什么么可可以以讓讓品品牌牌變變得得更更強(qiáng)強(qiáng)大大AndcanwedefinetheChallengefacingthebrand我們們才才能能確確定定品品牌牌面面臨臨的的挑挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)產(chǎn)不不是是一一群群公公司司或或多多種種傳傳播播方方法法的的偽偽裝裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而而，，不不同同的的方方法法在在某某些些資資產(chǎn)產(chǎn)方方面面會(huì)會(huì)比比其其他他的的方方法法更更有有影影響響力力WhatWeUsetoHelpDiscovery我我們們運(yùn)運(yùn)用用什什么么來來幫幫助助發(fā)發(fā)掘掘？？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們們的的基基本本知知識(shí)識(shí)背背景景和和關(guān)關(guān)于于品品牌牌的的功功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有有促促進(jìn)進(jìn)作作用用的的品品牌牌團(tuán)團(tuán)隊(duì)隊(duì)會(huì)會(huì)議議（（包包括括傳傳立立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考考和討論論的“撲撲克牌””AndtheCompassDialasavisualprompt視覺化工工具“指南針””StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌””中的問問題：產(chǎn)產(chǎn)品層面面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品品優(yōu)于競(jìng)競(jìng)爭(zhēng)品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的表表現(xiàn)符合合在所有有方面的的期望？？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在在有關(guān)這這個(gè)產(chǎn)品品的某些些事情，，如果大大家都知知道，可可以增加加這個(gè)產(chǎn)產(chǎn)品的吸吸引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌””中的問問題：產(chǎn)產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)個(gè)產(chǎn)品具具有最佳佳的價(jià)格格--價(jià)價(jià)值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一一系列產(chǎn)產(chǎn)品，他他們是否否讓主張張變得更更清晰或或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可可以自由由發(fā)揮，，是否否有任何何你希望望改變的的方面，，（包括括：設(shè)計(jì)計(jì)、尺寸寸等），，讓這個(gè)個(gè)產(chǎn)品更更具吸引引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一個(gè)詭異異的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁擁有的態(tài)態(tài)度和價(jià)價(jià)值是否否與今天天的市場(chǎng)場(chǎng)有關(guān)？？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否否引領(lǐng)或或追隨在在市場(chǎng)中中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人與與品牌最最接近？？部分人人群還是是廣泛的的人群？？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競(jìng)爭(zhēng)品品牌相比比，品牌牌的風(fēng)格格獨(dú)特到到哪種程程度？StimuliforImageEquity形形象層層面Isthereastrongideaunderpinningthebrand’’simage?在品牌的的形象背背后，是是否存在在一個(gè)很很強(qiáng)的““IDEA”？Towhatextentisthebrand’’sshareofvoiceaninfluenceonitsimagestrength?品牌的““SOV””對(duì)品牌強(qiáng)強(qiáng)弱的影影響有多多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在在形象上上的弱點(diǎn)點(diǎn)，是因因?yàn)槠放婆埔藻e(cuò)誤誤的方式式被呈現(xiàn)現(xiàn)，還是是沒有以以正確的的方式被被支持？？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重負(fù)“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過過一代，，讓品牌牌形象得得以重生生。并且且直接吸吸引新一一代的年年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白白霜讓Pond’s又一次被被看作創(chuàng)創(chuàng)新者StimuliforCustomerEquity消消費(fèi)者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中中的哪些些點(diǎn)？基基于何種種原因？？消費(fèi)者者開始接接觸品牌牌或不再再接觸本本品牌？？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的的自然使使用者中中，本品品牌是否否被廣為為接受？？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新新的消費(fèi)費(fèi)者時(shí)，，品牌目目標(biāo)達(dá)到到它潛力力的多少少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對(duì)品牌牌更有影影響力？？品牌牌使用者者還是品品牌的購(gòu)購(gòu)買者？？StimuliforCustomerEquity消消費(fèi)者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)實(shí)消費(fèi)者者對(duì)品牌牌的價(jià)值值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品品牌過分分依賴于于忠實(shí)消消費(fèi)者和和新進(jìn)消消費(fèi)者？？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品品牌得到到其應(yīng)該該得到的的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品品牌對(duì)待待它最好好的消費(fèi)費(fèi)者如同同生活中中的消費(fèi)費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范范圍的家家庭生活活所需，，從母親親到高級(jí)級(jí)成人營(yíng)營(yíng)養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴(kuò)展展到消費(fèi)費(fèi)者生活活的很多多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了了解消費(fèi)費(fèi)者的價(jià)價(jià)值StimuliforChannelEquity銷銷售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不不同銷售售渠道的的組合，，是否否給品牌牌的銷售售和形象象帶來最最大的好好處Aretherenewpotentialchannelstoexplore?是否有潛潛在的銷銷售渠道道可以發(fā)發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的的銷售渠渠道，品品牌是是否被有有效的鋪鋪貨及展展示？Dosalesforceandchannelactivityworkwelltogether?銷售力量量和渠道道活動(dòng)是是否配合合得很好好？StimuliforChannelEquity銷銷售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡跡是否可可以被追追蹤到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對(duì)對(duì)銷售渠渠道的重重要性如如何？銷銷售渠道道對(duì)品牌牌的意見見如何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)費(fèi)者是否否知道在在哪里可可以買得得到本品品牌？這這是否足足夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是否否給本品牌最最大的益處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)如何何有效地支持持本品牌？StimuliforVisualEquity視視覺方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀和和感受與公司司遠(yuǎn)景及價(jià)值值觀的緊密程程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與產(chǎn)產(chǎn)品品牌之間間融合得是否否最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關(guān)的的色彩、logo、符號(hào)等是否闡闡述得夠清楚楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的視視覺方面是否否有當(dāng)今的感感覺？或者是是否覺得有一一個(gè)品類領(lǐng)導(dǎo)導(dǎo)者的感覺？？StimuliforVisualEquity視視覺方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外部部世界是否得得可以看得見見？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭的的視覺沖擊力力有多強(qiáng)？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺各個(gè)個(gè)方面的一致致性如何？StimuliforGoodwillEquity

商譽(yù)方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在任何何社會(huì)趨勢(shì)，，在將來會(huì)影影響到對(duì)本品品牌的需求增增減？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部觀觀點(diǎn)會(huì)影響到到本品牌？（（正面的或或負(fù)面的觀點(diǎn)點(diǎn)）能否創(chuàng)造造這樣的觀點(diǎn)點(diǎn)？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對(duì)這個(gè)品牌牌有最大的影影響力？對(duì)消消費(fèi)者購(gòu)買決決定有影響力力？StimuliforGoodwillEquity

商譽(yù)方方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌得到到的媒體方面面的照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦這這個(gè)品牌時(shí)的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)品牌牌符合它的承承諾？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一個(gè)良好的的社會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌有有聯(lián)系時(shí)，品品牌自己雇雇員的感受如如何？Xerox施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤（指指南針）Isavisualprompttohelp360Degreethinking幫助360度度思考的視覺覺刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部部分，每個(gè)部部分涵蓋該部部分的主要元元素Atthecentretheelementsaremorestrategic中心部分是較較戰(zhàn)略性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌使用用者相比，什什么是品牌針針對(duì)目前消費(fèi)費(fèi)群的策略？？TheCompassDial

羅盤（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，元元素變得越來來越可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活動(dòng)的的質(zhì)量；品品牌“IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊緣緣，是與消消費(fèi)者的接觸觸點(diǎn)；是品牌牌呈現(xiàn)自己的的物理地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方面有關(guān)的主要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫助助我們?cè)\斷品品牌的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有照顧顧好的主要客客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建立立更強(qiáng)關(guān)系的的地方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消費(fèi)費(fèi)者在各個(gè)不不同聯(lián)系點(diǎn)上上的不一致性性UsingtheCompassDial

運(yùn)用羅羅盤（指南針針）Useitasachecklistoftheanatomyofabrand作為解剖品牌牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)方面面，你的品牌牌與競(jìng)爭(zhēng)品牌牌的比較如何何？UsingtheCompassDial

運(yùn)用羅羅盤（指南針針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤上上得以發(fā)揮，，各元素間的的相互影響達(dá)達(dá)到哪種程度度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的品牌牌是否存在弱弱點(diǎn)？羅盤不不會(huì)告訴你解解決方法，但但可以幫助助你了解問題題的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨的的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力士士，新加坡））HowtheProduct’’sPerformanceSupportstheBrand

產(chǎn)品品的表現(xiàn)如何何支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒的的標(biāo)準(zhǔn)來判斷斷Guinness，發(fā)現(xiàn)它的味道道太苦，不易易接受WhethertheBrand’sImageIsStrongandEngaging

在哪哪些方面品牌牌形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，但但被認(rèn)為過時(shí)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品---需要讓年年輕消費(fèi)群進(jìn)進(jìn)入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品牌牌較晚，是一一個(gè)老年男性性的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜓蜓點(diǎn)水般嘗試試一下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有“Guinness”年輕人會(huì)很驚驚訝，但會(huì)原原諒?fù)范D(zhuǎn)轉(zhuǎn)換品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是視覺差差異，意味味著男性In-barsignageisdusty酒吧內(nèi)的象征征是灰塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽(yù)Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge廣告方式有點(diǎn)點(diǎn)叛逆、不尊尊重的感覺，，但并沒有太太過分ButawarenessofIrishpubsintroducesan‘a(chǎn)uthentic’feelwhichappealstotheyoung愛爾蘭酒吧帶帶來可信的感感覺，并且吸吸引年輕人ImageWhethertheBrand’sImageIsStrongandEngaging是否品品牌形形象夠夠強(qiáng)且且吸引引人CustomerHowStrongtheBrand’’sCustomerFranchiseIs品牌消消費(fèi)者者的特特權(quán)有有多強(qiáng)強(qiáng)ChannelHowWelltheBrandIsLeveragedintheTradeEnvironment品牌在在銷售售環(huán)境境中的的調(diào)節(jié)節(jié)作用用有多多強(qiáng)ProductWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否品品牌保保持清清晰的的、持持續(xù)的的，并并且具具有差異化化的呈呈現(xiàn)VisualWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否品品牌保保持清清晰的的、持持續(xù)的的，并并且具具有差差異化化的呈呈現(xiàn)GoodwillWhethertheBrandIsEndorsedbyInfl