360度全方位品牌(ppt)
360 Degrees Brand Cascad
June 30th- July1st Shanghai
Do 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(xí)：
Based on what you know now about 360 Degree Branding, write 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(rèn)為帶來成功的三個主要觀點(diǎn)
An issue is something we have to do something about 觀點(diǎn)是一些我們必須要做的事情, 它包含
An opportunity 機(jī)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(yùn)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 pushed 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
Needs需求
We are in the knowledge 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 Unlimited 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\(yùn)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
Since That Initial Task Force: Worldwide
Absorb philosophy 吸收哲學(xué)
Period of debate - keep individual disciplines 保持獨(dú)立的原則
Experiments on how to work together differently 嘗試如何共同協(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)
Ogilvy Resources in Asia Pacific 奧美在亞太區(qū)的資源
Structural and Attitudinal Obstacles to Implementing 360 Degree Branding 實(shí)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(jié)構(gòu)
Brand Teams 品牌團(tuán)隊
Brand Profit & Loss (P&L) 品牌損益
Agreed Structure for a 360 Degree Agency（360度代理商的結(jié)構(gòu)）
The Brand Team 品牌團(tuán)隊
A leader who leads 一個品牌領(lǐng)導(dǎo)者
Team members who connect 接觸緊密的成員
Sitting together, ideally 理想狀況下，應(yīng)該坐在一起
The Brand P&L 品牌損益
Share of client target 分享客戶的目標(biāo)
A P&L which reports horizontally 垂直報告的損益
Jobs tracked at an individual level 工作遵循獨(dú)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(fèi)進(jìn)行分配
Agreed Structure for a 360 Degree Agency（360度代理商結(jié)構(gòu)）

What 360 Degree Does For Us 360度可以為我們做什么？
What is the Territory of a Brand? 一個品牌的版圖是什么？

In 360 Degree 在360度過程中
You have to anticipate every encounter a customer is going to have with your brand 你必須預(yù)見消費(fèi)者與品牌的每一次接觸機(jī)會
You must customize the message for each encounter 針對每一次機(jī)會，設(shè)計需要傳達(dá)的信息
You are arranging the encounters to make sure they enrich the customer's overall experience with a brand 設(shè)計安排這樣的機(jī)會，以保證可以增加消費(fèi)者與品牌的經(jīng)驗
Scraps and Straws That Add up to the Most Valuable Asset a Company Has
360 Degree Brand Stewardship 360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(fèi)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 efforts 選擇最有效的接觸點(diǎn)，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(qiáng)客戶和消費(fèi)者之間的關(guān)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(qū)動新的機(jī)會來增加未來客戶價值
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 Thinking 360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 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 China

In 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 Same 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(yīng)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
So Different Shaped Heads Were Required 導(dǎo)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？
Plus Other Sorts of Briefs 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(dǎo)專業(yè)中發(fā)展（通常是廣告）
The lead discipline develops its idea (usually television) 主導(dǎo)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 produce 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）
What’s Changed 引起哪些變化？
Rising cost of television 抬高電視的費(fèi)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(diǎn)播錄像
Importance of endorsement 背書的重要性
Search for better 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(shí)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 BrandPrint 開始即以品牌團(tuán)隊進(jìn)行工作，在一個原則下進(jìn)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 people's lives 選擇接觸點(diǎn)，加強(qiáng)品牌在人們生活中的融入度


The best chance of being 360 Degree is when you have a very strong idea. If it's strong, it will start to happen naturally
“成為360度的最大機(jī)會是當(dāng)你有一個很強(qiáng)的IDEA， 如果IDEA夠強(qiáng)， 它會很自然成為360度。”

Shelly Lazarus

To 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(yùn)用品牌團(tuán)隊的所有資源
avoid wheel-spinning and duplication of effort 避免重復(fù)勞動
maximise our creativity 最大化我們的創(chuàng)造力

Biggest Recipe for Disaster 導(dǎo)致災(zāi)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(jié)果的預(yù)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(rèn)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 for Disaster 其他導(dǎo)致災(zāi)難的因素
Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認(rèn)為自己個人作業(yè)要比品牌團(tuán)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，不從品牌融入消費(fèi)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(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法

Differences Between Old Fashioned Integration and 360 Degree Brand Thinking 360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 don't necessarily solve the critical issue 羅列所有的機(jī)會點(diǎn)，有些可能還不錯，但并不是解決關(guān)鍵問題所需要的
No strategic guiding principle 沒有策略指導(dǎo)原則
Idea acts as superficial badging device IDEA僅作為表面的東西
360 Degree Brand Thinking
Solving 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 achieve the goal 在策略框架下運(yùn)作，從不同角度達(dá)到目的
Driven by an idea, which it extends 以可延伸的IDEA為指導(dǎo)
We Assume That We Have Already Done Our Homework 我們假設(shè)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 brilliance
At Ogilvy we ask you to do your homework and create brilliant campaigns

David Ogilvy
Sequence Of 360 Degree Brand Thinking 360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(guān)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 provide 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
What We Need
How We Get There 如何達(dá)到？

From Brand Scan to Challenge 從品牌掃描到挑戰(zhàn)
Where the Brand's Problems Lie 品牌的問題在哪里？
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(guān)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(yùn)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 就像品牌的健康檢查，我們得到每個方面品牌的優(yōu)勢和弱點(diǎn)


A Composite of Six Interrelated Equities 6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 brand's image is strong and engaging 是否品牌形象很強(qiáng)并且吸引消費(fèi)者？
Customer消費(fèi)者
How strong the brand's customer franchise is 品牌消費(fèi)者的特權(quán)有多強(qiáng)？

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(yù)
Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影響者”和社會團(tuán)體所認(rèn)可？
Recognise this Brand? 辨認(rèn)這個品牌
What Are Its Equities? 什么是它的資產(chǎn)？
Health Check: Amex versus Diners in Hong Kong Amex 和Diners 品牌健康檢查
Health Check: Amex versus HSBC Visa in Hong Kong Amex 和HSBC 品牌健康檢查
Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有當(dāng)我們了解品牌在6個方面的強(qiáng)、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(qiáng)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, different 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(yùn)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(guān)于品牌的功課
A facilitated meeting of the Brand Team including MindShare 具有促進(jìn)作用的品牌團(tuán)隊會議（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 “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(guān)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？

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 unusual place
Stimuli 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(guān)？
Does the brand lead or follow trends set in the market place? 品牌是否引領(lǐng)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(fēng)格獨(dú)特到哪種程度？

Example: Ponds Skin Lightening in Japan
Weighed down with a 'grandmother's cold cream' reputation 重負(fù)“祖母的冷霜”的形象
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 Pond's once again seem an innovator (after following the trends for a generation) 雙重美白霜讓Pond's又一次被看作創(chuàng)新者
Stimuli for Customer Equity 消費(fèi)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(diǎn)？基于何種原因？消費(fèi)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 targeting its best volume opportunity? 在尋求新的消費(fèi)者時，品牌目標(biāo)達(dá)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？

In Most Countries Nestlé Enjoys Unique Customer Equity 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 customer 's life (unlike Unilever) 品牌擴(kuò)展到消費(fèi)者生活的很多方面
Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消費(fèi)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 brand's 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 Visual Equity 視覺方面
To what extent is the brand's 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(yuǎn)景及價值觀的緊密程度如何？
Is the relationship between corporate and product brands working optimally? 公司品牌與產(chǎn)品品牌之間融合得是否最好？
Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 與品牌有關(guān)的色彩、logo、符號等是否闡述得夠清楚？
Do all the visual aspects of the brand give a contemporary feel? Or a category - leading impression? 品牌所有的視覺方面是否有當(dāng)今的感覺？或者是否覺得有一個品類領(lǐng)導(dǎo)者的感覺？

Stimuli for Goodwill Equity 商譽(yù)方面
Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社會趨勢，在將來會影響到對本品牌的需求增減？
Are there any external issues which affect this brand, either positively or negatively? Can any be created? 是否有外部觀點(diǎn)會影響到本品牌？ （正面的或負(fù)面的觀點(diǎn)）能否創(chuàng)造這樣的觀點(diǎn)？
Who in the world at large has a big influence on this brand or the decision-making of its consumers? 誰對這個品牌有最大的影響力？對消費(fèi)者購買決定有影響力？

Xerox 施樂
30 minutes after a deranged employee had taken a gun to his collegues last year a company statement was on the Xerox web site

The Compass Dial 羅盤（指南針）
Is a visual prompt to help 360 Degree thinking 幫助360度思考的視覺刺激
Divided into six segments - each covering the elements associated with one of the six equities 分割為6個部分，每個部分涵蓋該部分的主要元素
At the centre the elements are more strategic 中心部分是較戰(zhàn)略性的
What is the brand's strategy towards current users versus non-users 與非品牌使用者相比，什么是品牌針對目前消費(fèi)群的策略？



Using the Compass Dial 運(yùn)用羅盤（指南針）
Use it as a checklist of the anatomy of a brand 作為解剖品牌的“checklist”
See how your brand stacks up against a competitor brand in each equity 在每一個方面，你的品牌與競爭品牌的比較如何？

Distilling the Discovery Discussion 將討論進(jìn)行過濾
Summarising a Brand Scan Discussion: Guinness Singapore 品牌掃描小結(jié)（健力士，新加坡）
How the Product's Performance Supports the Brand 產(chǎn)品的表現(xiàn)如何支持品牌
Product 產(chǎn)品
People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人們以啤酒的標(biāo)準(zhǔn)來判斷Guinness，發(fā)現(xiàn)它的味道太苦，不易接受


Whether the Brand's Image Is Strong and Engaging 在哪些方面品牌形象較強(qiáng)
Image 形象
Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持續(xù)性，但被認(rèn)為過時
Serious drink - needs to lighten up to invite younger drinkers into the brand 嚴(yán)肅飲品---需要讓年輕消費(fèi)群進(jìn)入本品牌


How Strong the Brand’s Customer Franchise Is
Customer
People come late to the brand an old man's drink 人們接觸品牌較晚，是一個老年男性的品牌
Young tend to dip in and out of brand 年輕人如蜻蜓點(diǎn)水般嘗試一下
How Well the Brand Is Leveraged in the Trade Environment
Channel 銷售渠道
Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在終端
Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands 沒有“Guinness”年輕人會很驚訝，但會原諒?fù)范D(zhuǎn)換品牌

Whether the Brand Presents a Clear Consistent and Differentiating Presence
Visual 視覺
Blackness is visibly different, striking and signifies masculinity 黑色是視覺差異， 意味著男性
In-bar signage is dusty 酒吧內(nèi)的象征是灰塵

Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives
Goodwill 商譽(yù)
Campaign approach irreverent, but doesn't do much for the community at large 廣告方式有點(diǎn)叛逆、不尊重的感覺，但并沒有太過分
But awareness of Irish pubs introduces an 'authentic' feel which appeals to the young 愛爾蘭酒吧帶來可信的感覺，并且吸引年輕人


Challenge 挑戰(zhàn)
A Challenge Is Not An Objective 挑戰(zhàn)不是目標(biāo)
Is not a marketing objective 不是市場目標(biāo)
Increase share by 10% 提升10%的市場份額
It is not a communication objective 也不是傳播目標(biāo)
Raise brand awareness from 45% to 70% 將品牌知名度從45%提升至70%
A Challenge helps us redefine the way people experience the brand 挑戰(zhàn)幫助我們重新定義人們接觸品牌的方式

….in order to do this (objective)為了做到這樣（目標(biāo)）
….we have to do that (Challenge)我們必須那樣做（挑戰(zhàn)）
Amex Blue Singapore
Objective... in order to
目標(biāo)…為了
Launch an Amex credit card into an already saturated market during a depression 在經(jīng)濟(jì)消沉的時期，在一個信用卡成熟市場上市一個“Amex”信用卡
Challenge…we have to do to
挑戰(zhàn)…我們必須做的
Redefine the status of status symbols in a recession-hit world 重新定義在經(jīng)濟(jì)不景氣打擊下的社會中，代表社會地位的代表符號
A Mild Indonesia
Objective ... in order to 目標(biāo)…為了
Revive the brand's image as daring and different 讓品牌恢復(fù)到大膽、差異化的品牌形象
Challenge …we have to挑戰(zhàn)…我們必須
Keep one step ahead of an enthusiastic but critical reformasi-minded consumer 比“熱情”更進(jìn)一步，但重要的是重塑消費(fèi)者的頭腦
Ponds Pore Strip Philippines
Objective ... in order to 目標(biāo)…為了
Launch a breakthrough product and establish it quickly 上市切入市場的產(chǎn)品，并且快速建立起來
Challenge …we have to挑戰(zhàn)…我們必須
Direct and control trial (amongst the notoriously fickle 13-19 year olds) to prevent misuse (which will make the product ineffective) 指導(dǎo)并控制嘗試，以避免濫用產(chǎn)品
Kotex White Korea
Objective ... in order to 目標(biāo)…挑戰(zhàn)
Replace Whisper as the brand of choice for teens and young women 在青少年和年輕婦女中， 成為替代“護(hù)舒寶”的選擇品牌
Challenge …we have to挑戰(zhàn)…我們必須
Find the benefit behind the generic benefits of absorbency and leakage protection 在一般的吸收力和側(cè)漏保護(hù)等利益點(diǎn)背后，尋找消費(fèi)者利益點(diǎn)
Left Bank Café Taiwan
Objective ... in order to 目標(biāo)…為了
Create a new ready to drink coffee brand (targeted at young women) to sell at a huge price premium in convenience stores 創(chuàng)造一個新的易飲咖啡品牌，在便利商店可以以較高的價格銷售
Challenge …we have to挑戰(zhàn)…我們必須
Make the experience of the brand as sophisticated and artistic in real life as in the dreams of its customers在真實(shí)生活中，將品牌的經(jīng)驗變得更具現(xiàn)實(shí)性和藝術(shù)性，就象消費(fèi)者的夢想一樣。
Milo Thailand
Objective ... in order to 目標(biāo)…為了
Become the #1 Tonic drink by becoming more relevant to the lives of Thai Kids, particularly in rural areas 通過更接近泰國兒童、特別是農(nóng)村地區(qū)的兒童的生活，讓Milo成為第一品牌
Challenge …we have to挑戰(zhàn)…我們必須
Make Thai kids feel that Milo can help them fulfil their sporting dreams 讓泰國兒童感受到， Milo 可以幫助他們滿足體育的夢想
Summary
Objective 目標(biāo)
In order to do this 為了做到這樣
Challenge 挑戰(zhàn)
We have to do that 我們必須那樣做
The Challenge helps us refine the way people experience the brand 挑戰(zhàn)幫助我們重新定義人們經(jīng)歷品牌的方式
Difference in the Way We Work 工作方法的差異性
Thinking alone in
a silo
Reading research reports at our desks
在井中思考
在自己桌上
閱讀調(diào)研報告
Team Exercise 1 分組練習(xí)
Pick the brand assigned to your group 根據(jù)指定的品牌
Review what you already know about it 重溫你們所知道的關(guān)于品牌的所有一切
Conduct a Brand Scan on it, using as stimuli 運(yùn)用工具做“品牌掃描”
provocative questions selected from the shuffle card deck “撲克牌”中的問題
the Compass Dial - working from the inside out 指南針---從那到外作業(yè)
Define the key Challenge facing the brand 定義品牌面臨的挑戰(zhàn)
Report back in one and a half hours time 一個半小時后回來報告



Conclusion 結(jié)論
What We Have Done 我們學(xué)習(xí)了什么？
How We Got There 如何得到？
Sequence 順序
Why We Have Done It 為什么我們這樣做？
Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消費(fèi)者的每個接觸點(diǎn)， 創(chuàng)造可以讓品牌前進(jìn)的偉大IDEA
Selected the richest points of customer involvement on which to focus our efforts 選擇消費(fèi)者投入度最高的接觸點(diǎn)， 讓我們將力量集中在那里


Thus 因此
Improved the relationship between clients and their customers 提升客戶和他們消費(fèi)者之間的關(guān)系
Increased Client value in terms of market share, profit and share price 提升客戶的價值，通過市場份額、利潤和股價
Added future Client value by driving new opportunities 通過驅(qū)動新的機(jī)會增加客戶未來的價值
Allowed us to be well paid for using our creativity in the pursuit of this cause 讓我們有更好的回報
To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功運(yùn)用360度品牌思考，我么必須清楚
Think 360 Degree from the beginning 從一開始就從360度角度思考問題
360 Degree thinking is not linear 360度思考不是線性的
focus on output not process重點(diǎn)在產(chǎn)出，而不是過程
don't think about it as filling out a form or slavishly following a process不要看作填表或跟隨流程
Think in the round - every thing connects with everything else 每件事情之間都有聯(lián)系
The final communications programme may not necessarily use all the disciplines available - only those that are appropriate最終傳播活動可能不會用到所有的方法，會選擇哪些最合適的方法
Biggest Recipe for Disaster 導(dǎo)致災(zāi)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 失去對結(jié)果的預(yù)見，沉迷在過程中
thinking that the job can be done if we just answer a set of questions and complete a set of forms 認(rèn)為僅僅回答一系列問題，填完一些列表格，工作就可以完成

Other Recipes for Disaster 其他導(dǎo)致災(zāi)難的因素
Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認(rèn)為自己進(jìn)行比整個團(tuán)隊作業(yè)更快
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，不從品牌融入消費(fèi)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(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法
Was It Worth it? 它值得嗎？ Is there a 360 Degree Plus?
Is there interplay between the elements? 在主要元素健是否有相互影響？
Are we intensifying the idea? IDEA有增強(qiáng)嗎？
Is it practical and affordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？
Will it build the brand? 它是否會建立品牌？
Putting It All Together 將所有的東西放在一起
Draw a map to show how everything fits together 畫個圖看一下，每件事如何相互配合
Think how you can communicate to your client in a compelling way 想一下， 如何與你的客戶溝通
Current Retrospective Cases 案例回顧
Amex Blue in Singapore
A Mild in Indonesia
IBM e business in China
Left Bank Café in Taiwan
Mild Seven In China
Milo in Thailand
Pond’s Pore Strip in the Philippines
Sanyuan Milk in China
SpeedPost in Hong Kong
Kotex White in Korea

Closing結(jié)束語
360 Degree Branding is more complicated but not that complicated 360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜
The basis is two group meetings - front and back 基礎(chǔ)是兩次團(tuán)隊的會議（前期和后期）
It doesn't happen naturally 它不會自然的發(fā)生
The big enemy is integration 最大的敵人是整合
Red Fire is the passion that drives us 紅色火焰是驅(qū)動我們的熱情
Pre-eminent creative force 卓越的創(chuàng)意力量
Best people最好的人員
Most valued by those who most value brands被珍惜品牌的人所賞識
360 Degree without Red Fire reverts back to integration 沒有紅色火焰的360度將會回到整合的階段

360度全方位品牌(ppt)