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360度品牌管理
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- 2. 360 Degrees Brand Cascade June 30th- July1st Shanghai
- 8. Direct related to new distribution High end PR CEO Brand Manager 品牌经理 Marketing Director 行销总监 Strategic 策略的 Operational 运作的 Tactical 战术的 Direct Advertising Sales Promotion Low end PR
- 10. What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司？ The Unlimited Brand Company 无限品牌公司
- 12. Imagine all communications reflecting the same deep insight 试想一下 , 所有的传播 都反映到相同深度的 洞察 Imagine all media contributing to the campaign as a whole 试想一下 , 所有媒介都 整体贡献在传播活动上
- 14. Ogilvy Resources in Asia Pacific 奥美在亚太区的资源 Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia • • • Bangladesh • China • • • • • Hong Kong • • • • • • India • • • • • • Indonesia • • • • • • Japan • • Malaysia • • • • • • New Zealand • • • • Pakistan • • Philippines • • • • Singapore • • • • • • South Korea • • • • Sri Lanka • • Taiwan • • • • • • Thailand • • • • • Vietnam •
- 16. Agreed Structure for a 360 Degree Agency （ 360 度代理商的结构） CREATIVE （创意） Adv 广告 Finance, Admin and IT partners （ 财务、行政、 IT 部门） Sales Promotion 销售推广 Head 主管 Head 主管 Head 主管 Head 主管 One 直效行销 Public Relations 公共关系 Identity 视觉设计 Head 主管 HEAD OF COUNTRY （地区主管） Consulting IMAGINEERS Multi-disciplinary Brand Teams 多元化品牌团队
- 19. Agreed Structure for a 360 Degree Agency （ 360 度代理商结构） Finance, Admin and IT partners Head Head Head Head Head HEAD OF COUNTRY Multi-disciplinary Brand Teams Consulting Adv Sales Promotion One Public Relations Identity CREATIVE Country P&L 地区损益 IMAGINEERS Brand P&L 品牌损益
- 21. What is the Territory of a Brand? 一个品牌的版图是什么？ Six inches wide 6 英寸宽 Grey and wet Mysterious
- 22. A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和 Line extensions 产品延伸 Sales promotion 促销活动 Service experience 服务经验 Word of mouth 口碑 Receptionists style 接待人员的风格 Prejudices 偏见 Quality 质量 Design and colour 设计和色彩 Packaging 包装 Retail environment 零售环境 Delivery trucks 送货车 Your showrooms 展示厅 Corporate reputation 企业声誉 Telemarketing scripts 电话行销记录 Taste 口味 Price 价格 The way the telephone is answered Social attitudes 社会态度 Collective memory 记忆累计 Government endorsement 政府认可 News media 新闻媒体 Employee relations 雇员关系
- 24. Scraps and Straws That Add up to the Most Valuable Asset a Company Has A 360 Degree Brand
- 28. In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written 最初的广告是写在报纸上的平面广告
- 29. Along Came TV Which Worked to the Same Basic Shape 伴随电视的诞生，广告工作仍然保持基本形状
- 30. So Heads Started to Become the Same Shape 因此，头脑也逐渐变成同样的形状
- 31. To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes 以适应同样形状的广告简报
- 32. So Adman Looked Like This 所以，广告人看起来都是这个样子的
- 33. Then Along Came Some Other Sorts of Briefs 随着其他类型简报的产生 Direct 直效行销 Public Relations 公共关系
- 34. So Different Shaped Heads Were Required 导致对不同形状头脑的需求
- 35. To Make up the Full Orchestra of Disciplines 为建立整个管弦乐队
- 36. Specialisation Can Create Walls & Silos 专业化创造墙和井
- 37. Silo? 井？ A large tower for the storage of grain or cement 一个储藏谷物或水泥的塔形建筑 No windows to look in or out of 没有窗可以从里面看到外面 或从里面看到外面
- 38. Plus Other Sorts of Briefs 加上其他类型的简报
- 41. We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 为实行 360 品牌思考，我们需要改变我们头脑的形状 ?
- 52. The Elements 主要元素 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行
- 53. What We Need Discover the Challenge facing the brand in a 360 Degree way 从 360 度的角度，发掘 品牌面临的挑战 Describe the Brand’s DNA 描述品牌的 DNA Challenge 挑战 BrandPrint 品牌写真 Brand World 品牌世界 Create a world which maximises the interplay between the brand and its customers at various points of contact 创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化 Idea
- 54. How We Get There 如何达到？ Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Gathering, ordering and interpreting information about the brand in a 360 Degree way 从 360 度的角度，收集、整理、解释关于品牌的各种讯息 Understanding the unique relationship between the brand and its customers 了解消费者与品牌的独特关系 Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点
- 55. 2
- 56. From Brand Scan to Challenge 从品牌扫描到挑战
- 57. Where the Brand’s Problems Lie 品牌的问题在哪里？ Brand Scan 品牌扫描 Challenge 挑战
- 59. A Composite of Six Interrelated Equities 6 个方面资产的组合 Image 形象 Goodwill 商誉 Product 产品 Customer 消费者 Visual 视觉 Channel 销售渠道
- 62. Recognise this Brand? 辨认这个品牌
- 63. What Are Its Equities? 什么是它的资产？ Unusually this Brand was built with no advertising support 通常这个品牌没有广告的支持
- 64. Health Check: Amex versus Diners in Hong Kong Amex 和 Diners 品牌健康检查 Image Goodwill Product Customer Visual Channel Goodwill Product Customer Visual Channel Image
- 65. Health Check: Amex versus HSBC Visa in Hong Kong Amex 和 HSBC 品牌健康检查 Image Goodwill Product Customer Visual Channel Goodwill Product Customer Visual Channel Image
- 83. Before Enterprise Developed a New Visual Identity for HK Post, Name Cards Were All Different 香港邮政 （视觉整合以前）
- 84. By Contrast, the Strong Visual Equity of Amex 相反，美国运通卡有很强的视觉资产
- 87. Example
- 93. List of elements associated with each equity 与每个方面 有关的主要 元素列表
- 97. Distilling the Discovery Discussion 将讨论进行过滤 Into a single Challenge 挑战 The biggest challenge the brand faces 品牌所面临的 最大挑战
- 98. Summarising a Brand Scan Discussion: Guinness Singapore 品牌扫描小结（健力士，新加坡） Image Goodwill Product Customer Visual Channel
- 105. Image Whether the Brand’s Image Is Strong and Engaging 是否品牌形象够强且吸引人 Customer How Strong the Brand’s Customer Franchise Is 品牌消费者的特权有多强 Channel How Well the Brand Is Leveraged in the Trade Environment 品牌在销售环境中的调节作用有多强 Product Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的，并且具有 差异化的呈现 Visual Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的，并且具有差异化的呈现 Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可
- 107. Challenge 挑战 Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit 寻求一些方法，鼓励年轻消费者尝试“ Guinness” ， 并且将其尝试经验保留成为饮用习惯
- 118. 3
- 119. To be most valued by those who most value brands The Ultimate Brand Company
- 124. Within every brand there is 每个品牌后面 都有一个 产 品 不是每个产品 都可以成为品牌
- 128. A Brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history, reputation, and the way it’s advertised. A Brand is also defined by consumers’ impressions of the people who use it, as well as their own experience” David Ogilvy : 1955
- 129. What the Brand-Customer Relationship Is Like 品牌 - 消费者关系是怎样的 Brand Audit 品牌检验 Brand Print 品牌写真 This is the established core of current Brand Stewardship 这是目前品牌管家的核心
- 135. When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 当你开始写品牌写真时，你开始几乎一定会从运用很多词句进行描述
- 149. Adult Blitzkrieg Cultured Driveable Envy Flat Out Grunt Handling Independent Jumping Kraut Look Out Modern Noticed Active Bold Classic Dynamic Energetic Fast German Harmony Individual Jive King Lover Muscle Notorious Arrogant Ballsy Confident Discerning Engineered Fashionable Glamour Hi tech Intelligent Jazz Killer Luxury Manly Not old Ambitious Better Conservative Drive me Expensive Fast German Hot Integrity Knowledge Long term Meticulous Nurtured Achievement Competitive Elite Goal Important Leader Me Nuance A B C D E F G H I J K L M N
- 150. Overt Prestigious Quick Revs Suave Trustworthy Unbeatable Vamp Youth Xcuse Me 0 - 100 Overdrive Passionate Quality Refined Stylish Thrusting Unique Vibrant Wealth SeXy Young Zoom Pride Red Sleek Tailored Understand Virile Wayward Xciting Yearn Zealot Pleasure Reliable Silent Throaty Verve Wish Xuberant Yes Zippy Positive Selfish Torque Values Wanton Xcellence O P Q R S T U V W X Y Z
- 151. We saw a BMW as: Having power under control A feeling of superiority achieved by being the tamer of a powerful, passionate beast A perfect sense of harmony and balance in a car which has pure power and passion under its skin The Brand Print was crafted from this point Arrogant, aspirational Ballsy, bold Com/fort, classy, confident Demanding, discerning Exclusive, engineered Fashion Glamour Hot Individual, intelligent Jazz Killer Lovers Manly Not old, not slow Overt Passionate Quality Red Sleek (Tailored) Unique Virile Wealth Xciting Yearning Zealot A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
- 163. 4
- 166. 360 is just a compass and an empty ocean without a Big Idea
- 177. So What Was The IBM Idea IBM 的 IDEA 是什么？
- 185. Ideas and Execution Idea Weak 弱 Strong 强 Execution Great 杰出 Poor 较差
- 189. 5
- 191. Creating a Brand World 创造一个品牌世界 Brand World 品牌世界 Points of Contact 接触点 Idea
- 198. Interplay 相互影响 Creating an issue 创造话题 Offering a solution 提供解决 方案 Making an offer Low Interest Rates 低利率
- 202. Being a Fish, Not Seeing a Fish 变成鱼 , 而不是看着鱼
- 205. Helping Thai kids fulfil their sporting dreams 帮助泰国孩子完成体育的梦想
- 208. Possible Stimuli 可能的刺激 Logo board of brands 品牌 Logo 班 Chart history of category Colours 色彩 CD collection 收集的 CD Bookshelf 书架 Framed family photos 家庭相册 Diary of a day in the life words, film or photos 一天的日记、录影、照片 Workplace noises 工作场所的声音 Photos 相片 Logos of business partners 商业伙伴的 Logo Their magazines 他们的杂志 Signals of their interests & activities 感兴趣事情和活动 Tools of their trade 交易工具 Bookshelf 书架 Contents of their handbags 手提袋中的内容 Videoclips & vox pops Competitive products 竞争产品 Articles on competitors 竞争者的文章 Holiday snaps 假日 Photos of bedroom or kitchen 居室、厨房的照片
- 212. More Obvious Points of Contact 明显的接触点 The outer rim of the dial 罗盘的外层
- 215. Have a Break 小憩片刻
- 216. Fun & Fitness in an MTR Mirror
- 217. Duracell Placed After Weather Reports on a Pager Long, long, long, long life - Duracell
- 221. Interplay of Messages 讯息间的相互影响 Umbrella Message 主要讯息 IT can sharpen your business’ competitive edge. IBM understands, and is leading the way in biz transformation through e-business solutions IT 可以增加你业务上的竞争力， IBM 了解这一点，并且通过电子商务解决方案，引领 biz 领域的发展
- 222. Underneath the Umbrella Message Individual Product Messages 独立的产品讯息 Supporting Messages 支持讯息 IBM offers solutions tailored to China businesses IBM 为中国企业 提供定制的解决方案 e-biz is here and now in China - tried and tested e-biz 在中国进行试验 IBM combines local expertise with strong international heritage IBM 将国际形象和当地 经验相结合 Compatible, open architecture 兼容的开放平台
- 223. Prioritising Points of Contact As a Team Using a Strategic Impact Matrix 运用策略矩阵选择接触点 Interplay potential 相互影响 的潜力 7 8 9 4 5 6 1 2 3 1 2 3 4 5 6 7 8 9 Intensity of involvement -> 融入强度
- 225. Scoring 得分 1 2 3 4 5 6 7 8 9 Intensity of involvement -> Interplay potential 7 8 9 4 5 6 1 2 3 1 1. In store demonstration 7.8 2 2. Magazine sampling 3.3 3 3. Mall event 9.9 4 4. Magazine feature 5.2 5 5. Take one sampling in store 5.7
- 226. Ponds (Philippines) Stripping Intensifying the Idea
- 228. And now for something completely different
- 229. Fashion show 时装秀 Webcast 网络 Superbowl ad Superbowl 广告 Do a world’s first and publicise it.. 开创先例，并且 让公众知道 Lead Ideas
- 236. What We Have Done 我们学习了什么？ Discovered the Challenge facing the brand in a 360 Degree way Described the Brand’s DNA Challenge 挑战 BrandPrint 品牌写真 Brand World 品牌世界 Created a world which maximises the interplay between the brand and its customers at various points of contact Idea
- 237. How We Got There 如何得到？ Brand Audit 品牌检验 Brand Scan 品牌扫描 Points of contact 接触点 Gathered, ordered and interpreted information about the brand in a 360 Degree way Understood the unique relationship between the brand and its customers Defined the areas where the brand can intensify the impact it has on people’s lives
- 238. Sequence 顺序 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行
- 246. 2. Talk to each other 彼此交谈 3. Know enough 足够了解 1.Attitude, Attitude, Attitude 态度 7. Just do it 4. Focus on output not process 重点是产出 不是过程 6. Rebuild the plane as you fly it 5. Do things differently 做些不一样 的事情 Key messages to take from from this session 本次课程的 主要讯息
- 254. 2. Talk to each other 彼此交谈 3. Know enough 足够了解 1.Attitude, Attitude, Attitude 态度 7. Just do it 4. Focus on output not process 重点是产出 不是过程 6. Rebuild the plane as you fly it 5. Do things differently 做些不一样 的事情 Key messages to take from from this session 本次课程的 主要讯息
Notas do Editor
- the set up of a proprietary database coordinated use of the database for single and multibrand communications
- Vision and Values Ask if everyone has seen these statements/ are familiar with them Ask what they mean/ probe Ask what are their implications - immediate/ long term What should we be doing differently as a result? How have they changed us - People - Process - Profit Why have they not changed us as much as they should have? Link back to the ‘least interesting’ issues - draw connections
- Steward Explain definition
- Brand Steward What is its relevance in the Brand context How do people feel about being called ‘Steward’ Instill a sense of pride
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- 15
- Brand Explain definition Explain importance of ‘....earned a place...’ ‘ Brand-Building’ is much more than advertising
- A to Z Explain process Essentially about spontaneous word association Done by a small group (say 8 to 10) who know the brand/ consumer well, including client team. Helps to bring in articulate people who may not be involved directly with the brand Spontaneity helps in two ways - overcomes suppressed feelings and emotions - because of ‘ping-ponging’ articulacy improves Note: A trained facilitator is critical for the process to be productive
- Photo-montage Raguletto - Australia Explain key difference between A-Z (verbal bank) and Photomontage (visual bank) Main advantage lies in working with consumers to pull overlapping brands apart Explain case - Raguletto, Dolmio, Leggo all very similar brands - All focused on ‘Genuine Italian Taste’ - Technique revealed very distinct personalities/ associations - Show PhotoBoards - Dolmio - rustic Italian appeal, families, lots of hearty mood/ food - Leggos - focus on Food, more of an ingredient story - Raguletto - younger, more contemporary, quite fashionable. Lots of associations with young women. A clear element of fun and sensuality Show ‘Marcello’ campaign (3 TVC’s)
- BrandPrint Explain we are now at Step 2 of the process Go through definitions Check group’s understanding/ provoke a discussion Spend time on “What it does....” and implications for us
- BrandPrint Before presenting slide, ask group what they think is the process, how they have approached it in the past Talk through the process, reminding about flexibility, that this is so touchy-feely that it cannot be dictated Spend time on ‘Ownership’- one person must write but everybody must own The most important new idea here is exploring every sensory dimension consciously (e.g. how would a bank ‘smell’ .... cool/ professional or rich/ luxurious or warm/ homely?) Not everyone has the talent or ability to write good BrandPrints. Crucial to identify and treasure the few who can! Verbal articulation a must (it forces us to be absolutely precise). Other audio-visual expressions are add-ons, not substitutes
- BrandPrint Discuss examples of the kind of language to be used It must be sensory It must be very evocative It must spring from things consumers have said
- BrandPrint Explain each characteristic The real test is very subjective viz. the collective ‘AHA’ when the team instinctively knows that it is right. Difficulty/ frustration when the BrandPrint needs reworking again and again until it passes the ‘AHA’ test ; team must pull together and give writer enough time and encouragement One option is to research the finished BrandPrint among different consumer groups, to bring in objectivity
- Competitive Advantages There is enough feedback - from clients and from our own people that Brand Stewardship offers us a clear and relevant competitive edge Reiterate all the advantages; we often take them for granted!
- Beyond the Brand Print The big weakness of our current process is our assumption that writing the BrandPrint is the ultimate goal of Brand Stewardship Far more important is our ability to use the BrandPrint as our point of reference in everything we do The above only list some of the things we could use the BrandPrint for Enlisting the clients support is crucial; without it, the BrandPrint will remain words on a page
- Hong Kong launch of Kraft Lite Singles Target research revealed that mom was looking for a fun way to keep the family healthy & fit Needed a media idea that was “fun” and communicated the benefit (keeping the family fit) Solution MTR (subway) fun-house mirror
- Duracell Pager Advertising (July 1998) Pagers largest battery-operated appliances sector Media objective: impact with pager users MindShare solution? Place advertising ON pagers Ad followed pager-delivered weather reports via service providers in SH & BJ
- How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view
- How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view