1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺(jué)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(lái)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(wèn)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(wèn)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(wú)限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過(guò)360度思考跨跨越專業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿晃贿\(yùn)用Insight...Ideas...Execution...Evaluation洞察…IDEA……執(zhí)行…評(píng)估Webuildthebrandtoitsfullpotential我們將品牌牌建立至極極限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吸收哲學(xué)Periodofdebate-keepindividualdisciplines保持持獨(dú)獨(dú)立立的的原原則則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協(xié)作Gainsonkeyaccounts來(lái)自重要客戶戶的經(jīng)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???Bangladesh??China?? ??? ???HongKong?? ? ??? ???India?? ??? ??? ?Indonesia?? ? ???????Japan?? ?Malaysia ??? ??? ???NewZealand ? ?????Pakistan ???Philippines ? ?????Singapore?? ? ??? ???SouthKorea ? ?????SriLanka?? ?Taiwan ? ??? ?????Thailand ??? ?????Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個(gè)幫助消除除障礙的工具具Changedstructure改變的結(jié)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、、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(jué)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度代代理商的結(jié)構(gòu)構(gòu)）TheBrandTeam品品牌團(tuán)隊(duì)Aleaderwholeads一個(gè)品牌領(lǐng)導(dǎo)導(dǎo)者Teammemberswhoconnect接觸緊密的成成員Sittingtogether,ideally理想狀況下，，應(yīng)該坐在一一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的目目標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告的損損益Jobstrackedatanindividuallevel工作遵循獨(dú)立立的層面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤(rùn)根根據(jù)時(shí)間花費(fèi)費(fèi)進(jìn)行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益AgreedStructurefora360DegreeAgency（（360度代代理商結(jié)構(gòu)））What360DegreeDoesForUs360度可以為我們們做什么？WhatistheTerritoryofaBrand?

一個(gè)個(gè)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(jiàn)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)品牌是消消費(fèi)者所經(jīng)歷歷的總和In360Degree

在360度過(guò)程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)見(jiàn)消消費(fèi)者與品牌牌的每一次接接觸機(jī)會(huì)Youmustcustomizethemessageforeachencounter針對(duì)每一次機(jī)機(jī)會(huì)，設(shè)計(jì)需需要傳達(dá)的信信息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘‘soverallexperiencewithabrand設(shè)計(jì)安排這樣樣的機(jī)會(huì)，以以保證可以增增加消費(fèi)者與與品牌的經(jīng)驗(yàn)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship

360度品牌管管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的““IDEA”，，讓我們的品牌牌在與消費(fèi)者者的每一次接接觸中都可以以向前發(fā)展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效的的接觸點(diǎn)，將將我們的努力力集中在這些些方面360DegreeBrandStewardship360度品品牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)強(qiáng)客客戶戶和和消消費(fèi)費(fèi)者者之之間間的的關(guān)關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加加客客戶戶的的市市場(chǎng)場(chǎng)份份額額，，利利潤(rùn)潤(rùn)和和股股票票價(jià)價(jià)格格AddsfutureClientvaluebydrivingnewopportunities通過(guò)過(guò)驅(qū)驅(qū)動(dòng)動(dòng)新新的的機(jī)機(jī)會(huì)會(huì)來(lái)來(lái)增增加加未未來(lái)來(lái)客客戶戶價(jià)價(jià)值值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我我們們得得到到更更好好的的利利潤(rùn)潤(rùn)回回報(bào)報(bào)Our360DegreeBrandThinking360度度品品牌牌思思考考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初初的的廣廣告告是是寫寫在在報(bào)報(bào)紙紙上上的的平平面面廣廣告告AlongCameTVWhichWorkedtotheSameBasicShape伴隨隨電電視視的的誕誕生生，，廣廣告告工工作作仍仍然然保保持持基基本本形形狀狀SoHeadsStartedtoBecometheSameShape因因此此，，頭頭腦腦也也逐逐漸漸變變成成同同樣樣的的形形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適適應(yīng)應(yīng)同同樣樣形形狀狀的的廣廣告告簡(jiǎn)簡(jiǎn)報(bào)報(bào)SoAdmanLookedLikeThis所所以以，，廣廣告告人人看看起起來(lái)來(lái)都都是是這這個(gè)個(gè)樣樣子子的的ThenAlongCameSomeOtherSortsofBriefs隨著著其其他他類類型型簡(jiǎn)簡(jiǎn)報(bào)報(bào)的的產(chǎn)產(chǎn)生生Direct直效效行行銷銷PublicRelations公共共關(guān)關(guān)系系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(lè)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(méi)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以以前的整合合Eachdisciplinesitsinasilo每個(gè)專業(yè)都坐坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主導(dǎo)專專業(yè)中發(fā)展（（通常是廣告告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專業(yè)發(fā)展展它的“IDEA”（（通常是電視））Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)在既既定的“IDEA”下，被要求求根據(jù)它發(fā)展展統(tǒng)一的外觀觀和感受（通通常離最后期期限很接近））What’sChanged引引起哪些變化化？Risingcostoftelevision抬高電視的費(fèi)費(fèi)用Mediafragmentation媒介破碎分離離Newmedia-Internet,cable,videoondemand新媒體的誕生生互互聯(lián)網(wǎng)、有線線電視、點(diǎn)播播錄像Importanceofendorsement背書的重要性性Searchforbettervaluefrombrandspending在品牌投資中中尋求更好的的價(jià)值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行360品牌思考，，我們需要改改變我們頭腦腦的形狀?TheNew360DegreeBrandingApproach

新的360度品牌建建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以品牌牌團(tuán)隊(duì)進(jìn)行工工作，在一個(gè)個(gè)原則下進(jìn)行行思考多樣的方法法，以品牌寫寫真為依據(jù)ComeupwithabigIdea產(chǎn)出一個(gè)“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸點(diǎn)，，加強(qiáng)品牌在在人們生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有可執(zhí)執(zhí)行元素間的的相互影響，，以使品牌牌IDEA誕生，無(wú)論single,dualormultipledisciplinesareused是否運(yùn)用到單單一、雙重還還是多元的專專業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有的執(zhí)執(zhí)行工作都由由奧美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最大機(jī)機(jī)會(huì)是當(dāng)你有有一個(gè)很強(qiáng)的的IDEA，如果IDEA夠強(qiáng)，它會(huì)會(huì)很自然成為為360度度?！盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Stimulitoprovokenewthinking激發(fā)新思維的的工具Newwaysofworkingtogetherthat新的協(xié)作方式式usethefullresourcesoftheBrandTeam運(yùn)用品牌團(tuán)隊(duì)隊(duì)的所有資源源avoidwheel-spinningandduplicationofeffort避免重復(fù)勞動(dòng)動(dòng)maximiseourcreativity最大化我們的的創(chuàng)造力ToGoAlongWithOurNewHeadsWeNeed

為了了配合我們的的新頭腦，我我們需要：Practicetoensurewecan鍛煉可以保證證我們picktheroughdiamondsfromtherivergravel在沙礫中篩選選出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，，給予我們的的品牌真正的的光彩Casestoinspireusalongtheway案例可以激發(fā)發(fā)我們BiggestRecipeforDisaster

導(dǎo)致災(zāi)災(zāi)難的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對(duì)結(jié)果的的預(yù)見(jiàn)，沉迷迷在過(guò)程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回答答一系列問(wèn)題題，填完一些些表格即可讓讓工作得以完完成OtherRecipesforDisaster

其他導(dǎo)致致災(zāi)難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己個(gè)人人作業(yè)要比品品牌團(tuán)隊(duì)作業(yè)業(yè)來(lái)得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費(fèi)者者生活的角度度來(lái)考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領(lǐng)域銷銷售或僅僅作作為瓜分預(yù)算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考與與整合概念的的差異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’’tnecessarilysolvethecriticalissue羅列所有的機(jī)機(jī)會(huì)點(diǎn)，有些些可能還不錯(cuò)錯(cuò)，但并不是是解決關(guān)鍵問(wèn)問(wèn)題所需要的的Nostrategicguidingprinciple沒(méi)有策略指導(dǎo)導(dǎo)原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面的的東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面臨臨的主要挑戰(zhàn)戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下下運(yùn)作，從不不同角度達(dá)到到目的Drivenbyanidea,whichitextends以可延伸的的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我我們已經(jīng)做做完我們?cè)撛撟龅墓φn課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思思考的順序序In360Degreethinkingeverythingconnectswitheverythingelse在360度度思考中，，每件事情情之間都有有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)自自然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀蝗恍枰皇鞘腔仡櫱半A階段的洞察察，以提供供刺激材料料和確保每每件事配合合得很好，，確保他們們的一致性性。TheElements主主要元素素BrandScan品牌掃描BrandAudit品牌檢驗(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度度的角度，，發(fā)掘品牌面臨的的挑戰(zhàn)DescribetheBrand’sDNA描述品牌的的DNAChallenge挑戰(zhàn)BrandPrint品牌寫真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)世世界，讓品品牌和它的的消費(fèi)者之之間在各個(gè)個(gè)不同接觸觸點(diǎn)的相互互影響達(dá)到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的角度，，收集、整整理、解釋釋關(guān)于品牌牌的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)者者與品牌的的獨(dú)特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定品牌可可以增強(qiáng)其其對(duì)人們生生活影響的的接觸點(diǎn)HowWeGetThere如如何達(dá)到到？2FromBrandScantoChallenge從品牌掃描描到挑戰(zhàn)WheretheBrand’sProblemsLie

品牌牌的問(wèn)題在在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities資資產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度的品牌牌是不同內(nèi)內(nèi)在相關(guān)的的優(yōu)勢(shì)和資資產(chǎn)的組合合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用六六個(gè)方面來(lái)來(lái)觀察一個(gè)個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的的健康檢查查，我們得得到每個(gè)方方面品牌的的優(yōu)勢(shì)和弱弱點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺(jué)Channel銷售渠道ACompositeofSixInterrelatedEquities6個(gè)方面面資產(chǎn)的組組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的表現(xiàn)現(xiàn)如何支持持品牌？Image形象Whetherthebrand’simageisstrongandengaging是否品牌形形象很強(qiáng)并并且吸引消消費(fèi)者？Customer消費(fèi)者Howstrongthebrand’scustomerfranchiseis品牌消費(fèi)者者的特權(quán)有有多強(qiáng)？TheBrandTeamNeedsToKnowChannel銷售渠道Howwellthebrandisleveragedinthetradeenvironment通路環(huán)境對(duì)對(duì)品牌的影影響如何？？Visual視覺(jué)Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具具有清晰、、持續(xù)和差差異化視覺(jué)覺(jué)形象Goodwill商譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被被“影響者者”和社會(huì)會(huì)團(tuán)體所認(rèn)認(rèn)可？RecognisethisBrand?

辨認(rèn)這這個(gè)品牌WhatAreItsEquities?什什么么是它它的資資產(chǎn)？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒(méi)有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌健健康檢檢查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌牌健康康檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)當(dāng)我們們了解解品牌牌在6個(gè)方方面的的強(qiáng)、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才才能決決定做做些什什么可可以讓讓品牌牌變得得更強(qiáng)強(qiáng)大AndcanwedefinetheChallengefacingthebrand我們才才能確確定品品牌面面臨的的挑戰(zhàn)戰(zhàn)Equities資資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不不是一一群公公司或或多種種傳播播方法法的偽偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，，不同同的方方法在在某些些資產(chǎn)產(chǎn)方面面會(huì)比比其他他的方方法更更有影影響力力WhatWeUsetoHelpDiscovery我我們運(yùn)運(yùn)用什什么來(lái)來(lái)幫助助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的的基本本知識(shí)識(shí)背景景和關(guān)關(guān)于品品牌的的功課課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有促促進(jìn)作作用的的品牌牌團(tuán)隊(duì)隊(duì)會(huì)議議（包包括傳傳立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思思考和和討論論的““撲克克牌””AndtheCompassDialasavisualprompt視覺(jué)化化工具具“指南針針”StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌牌”中中的問(wèn)問(wèn)題：：產(chǎn)品品層面面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)產(chǎn)品優(yōu)優(yōu)于競(jìng)競(jìng)爭(zhēng)品品牌的的原因因有哪哪些？？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的的表現(xiàn)現(xiàn)符合合在所所有方方面的的期望望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存存在有有關(guān)這這個(gè)產(chǎn)產(chǎn)品的的某些些事情情，如如果大大家都都知道道，可可以增增加這這個(gè)產(chǎn)產(chǎn)品的的吸引引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌牌”中中的問(wèn)問(wèn)題：：產(chǎn)品品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這這個(gè)產(chǎn)產(chǎn)品具具有最最佳的的價(jià)格格--價(jià)值值比？？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有有一系系列產(chǎn)產(chǎn)品，，他們們是否否讓主主張變變得更更清晰晰或者者更混混亂？？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以以自由發(fā)揮揮，是否否有任何你你希望改變變的方面，，（包括：：設(shè)計(jì)、尺尺寸等），，讓這個(gè)產(chǎn)產(chǎn)品更具吸吸引力？Example:JaguarIsaQuirkyBrand

例子：：Jaguar是是一個(gè)詭異異的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層面面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有有的態(tài)度和和價(jià)值是否否與今天的的市場(chǎng)有關(guān)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(méi)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(guò)過(guò)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(shuí)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(guò)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涵蓋大大范圍圍的家家庭生生活所所需，，從母母親到到高級(jí)級(jí)成人人營(yíng)養(yǎng)養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer’’slife(unlikeUnilever)品牌擴(kuò)擴(kuò)展到到消費(fèi)費(fèi)者生生活的的很多多方面面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力力了解解消費(fèi)費(fèi)者的的價(jià)值值StimuliforChannelEquity銷銷售售渠道道方面面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的的不同同銷售售渠道道的組組合，，是是否給給品牌牌的銷銷售和和形象象帶來(lái)來(lái)最大大的好好處Aretherenewpotentialchannelstoexplore?是否有有潛在在的銷銷售渠渠道可可以發(fā)發(fā)展？？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要要的銷銷售渠渠道，，品品牌是是否被被有效效的鋪鋪貨及及展示示？Dosalesforceandchannelactivityworkwelltogether?銷售售力力量量和和渠渠道道活活動(dòng)動(dòng)是是否否配配合合得得很很好好？？StimuliforChannelEquity銷銷售售渠渠道道方方面面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售售痕痕跡跡是是否否可可以以被被追追蹤蹤到到？？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品品牌牌對(duì)對(duì)銷銷售售渠渠道道的的重重要要性性如如何何？？銷銷售售渠渠道道對(duì)對(duì)品品牌牌的的意意見(jiàn)見(jiàn)如如何何？？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在在消消費(fèi)費(fèi)者者是是否否知知道道在在哪哪里里可可以以買買得得到到本本品品牌牌？？這這是是否否足足夠夠？？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)業(yè)伙伙伴伴是是否否給給本本品品牌牌最最大大的的益益處處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后后服服務(wù)務(wù)如如何何有有效效地地支支持持本本品品牌牌？？AmexCanshowrelativelyweaknessinchannelequityStimuliforVisualEquity視視覺(jué)覺(jué)方方面面Towhatextentisthebrand’’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌牌的的外外觀觀和和感感受受與與公公司司遠(yuǎn)遠(yuǎn)景景及及價(jià)價(jià)值值觀觀的的緊緊密密程程度度如如何何？？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司司品品牌牌與與產(chǎn)產(chǎn)品品品品牌牌之之間間融融合合得得是是否否最最好好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品品牌牌有有關(guān)關(guān)的的色色彩彩、、logo、、符號(hào)號(hào)等等是是否否闡闡述述得得夠夠清清楚楚？？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌牌所所有有的的視視覺(jué)覺(jué)方方面面是是否否有有當(dāng)當(dāng)今今的的感感覺(jué)覺(jué)？？或或者者是是否否覺(jué)覺(jué)得得有有一一個(gè)個(gè)品品類類領(lǐng)領(lǐng)導(dǎo)導(dǎo)者者的的感感覺(jué)覺(jué)？？StimuliforVisualEquity視視覺(jué)覺(jué)方方面面Isthebrandpresenteverywhereintheoutsideworld?本品品牌牌在在外外部部世世界界是是否否得得可可以以看看得得見(jiàn)見(jiàn)？？Howstrongisthevisualimpactofthebrandinstore?品牌牌在在店店頭頭的的視視覺(jué)覺(jué)沖沖擊擊力力有有多多強(qiáng)強(qiáng)？？Towhatdegreearealltheaspectsofthebrand’’svisualpresenceconsistentwitheachother?品牌牌視視覺(jué)覺(jué)各各個(gè)個(gè)方方面面的的一一致致性性如如何何？？BeforeEnterpriseDevelopedaNewVisualIdentityforHKPost,NameCardsWereAllDifferent香港郵政政（視視覺(jué)整合合以前））ByContrast,theStrongVisualEquityofAmex相反，美美國(guó)運(yùn)通通卡有很很強(qiáng)的視視覺(jué)資產(chǎn)產(chǎn)StimuliforGoodwillEquity商商譽(yù)方方面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否存在在任何社社會(huì)趨勢(shì)勢(shì)，在將將來(lái)會(huì)影影響到對(duì)對(duì)本品牌牌的需求求增減？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否有外部部觀點(diǎn)會(huì)影影響到本品品牌？（（正面的或或負(fù)面的觀觀點(diǎn)）能否否創(chuàng)造這樣樣的觀點(diǎn)？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰(shuí)對(duì)這個(gè)品品牌有最大大的影響力力？對(duì)消費(fèi)費(fèi)者購(gòu)買決決定有影響響力？StimuliforGoodwillEquity商商譽(yù)方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌牌得到的的媒體方方面的照照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推推薦這個(gè)個(gè)品牌時(shí)時(shí)的感受受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)個(gè)品牌符符合它的的承諾？？Isthebrandagoodcitizenofthecommunity?本品牌是是否是一一個(gè)良好好的社會(huì)會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’’svision?當(dāng)與本品品牌有聯(lián)聯(lián)系時(shí)，，品牌牌自己雇雇員的感感受如何何？ExampleFrom:J.NasserSentFriday,November19,19991:41PMToFordEmployeesandothersYesterday,BillFordandIspentmuchofthedaywithagroupofourseniorleadershipdiscussingoneofourkeyareasofcompetitiveadvantage--corporatecitizenshipTraditionally,manyofushaveconsideredcorporatecitizenshipasphilanthropyandvolunteerprograms.Letmeassureyouitismuchmorethanthat.It’saboutwhoweare,whatweofferinthemarketplaceandhowweconductourbusiness.It’’sourreputation…..Expectationsforperformancebylargeglobalcompaniesaremuchgreaterthanever.Itisnolongerenoughforusjusttoproducegoodproductsandemployandtreatpeoplefairly.Weareexpectedtohelpfindsolutionstotheenvironmental,socialandeconomicproblemsfacingtheworldXerox施施樂(lè)30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤盤（指南南針）Isavisualprompttohelp360Degreethinking幫助360度思思考的視視覺(jué)刺激激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部分分，每個(gè)個(gè)部分涵涵蓋該部部分的主主要元素素Atthecentretheelementsaremorestrategic中心部分分是較戰(zhàn)戰(zhàn)略性的的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品牌牌使用者者相比，，什么是是品牌針針對(duì)目前前消費(fèi)群群的策略略？TheCompassDial

羅盤盤（指南南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部部，元素素變得越越來(lái)越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠(chéng)度活活動(dòng)的質(zhì)質(zhì)量；品品牌““IDEA”的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的的邊緣，，是與與消費(fèi)者者的接觸觸點(diǎn)；是是品牌呈呈現(xiàn)自己己的物理理地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方方面有關(guān)的主主要元素列表表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描描幫助我我們?cè)\斷斷品牌的的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒(méi)有有照顧好好的主要要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要要建立更更強(qiáng)關(guān)系系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其其消費(fèi)者者在各個(gè)個(gè)不同聯(lián)聯(lián)系點(diǎn)上上的不一一致性UsingtheCompassDial

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

運(yùn)用用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索創(chuàng)意IDEA是否在羅盤盤上得以發(fā)發(fā)揮，各元元素間的相相互影響達(dá)達(dá)到哪種程程度？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問(wèn)你的品品牌是否存存在弱點(diǎn)？？羅盤不會(huì)會(huì)告訴你解解決方法，，但可以以幫助你了了解問(wèn)題的的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過(guò)濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨臨的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力力士，新加加坡）HowtheProduct’sPerformanceSupportstheBrand產(chǎn)產(chǎn)品的表表現(xiàn)如何支支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒酒的標(biāo)準(zhǔn)來(lái)來(lái)判斷Guinness，，發(fā)現(xiàn)它的味味道太苦，，不易接受受WhethertheBrand’sImageIsStrongandEngaging在在哪些方方面品牌形形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，，但被認(rèn)為為過(guò)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品需要要讓年輕消消費(fèi)群進(jìn)入入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品品牌較晚，，是一個(gè)老老年男性的的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜻蜓點(diǎn)水般般嘗試一下下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端端YoungerdrinkerssurprisedifGuinnessisnotavailable-