1、Victorias Secret: Objective,Get men to buy womens underwear. 讓男人去買女人的內(nèi)衣.,.as gifts for women 作為給女人的禮物,So where can we find attentive men? 哪里可以找到專心的男人？,And now for something completely different,Fashion show 時裝秀,Webcast 網(wǎng)絡(luò),Superbowl ad Superbowl 廣告,Do a worlds first and publicise it. 開創(chuàng)先例，并且 讓公眾知道,Le

2、ad Ideas,Intensification by weaving the ideas together將不同的IDEA組織在一起,Publicise unheard-of response to worlds first online fashion show advertised during the SuperBowl 在Superbowl期間發(fā)布廣告， 告知公眾世界上第一個網(wǎng)上市裝秀,Problem: response levels crashed the system! 難題：系統(tǒng)崩潰！,Summary小結(jié),Interplay and intensification improv

3、e results 相互影響和強(qiáng)化提升最終結(jié)果 Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界時一個感覺的世界， 它通過選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對品牌的投入度 Day in a Life, Snap, Points of Contact and the Strategic Impact M

4、atrix are 360 tools 各種360度思考的工具,Group Exercise 3分組練習(xí),Go back into your groups 回到你的小組 Explore the Brand World for your brand發(fā)掘你們品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評估 Report back in one hours time 1小時后報告,Conclusion結(jié)論,Discovered

5、the Challenge facing the brand in a 360 Degree way,Described the Brands DNA,Challenge 挑戰(zhàn),BrandPrint 品牌寫真,Brand World 品牌世界,Created a world which maximises the interplay between the brand and its customers at various points of contact,What We Have Done我們學(xué)習(xí)了什么？,Idea,Brand Audit 品牌檢驗,Brand Scan 品牌掃描,Poi

6、nts of contact 接觸點(diǎn),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 peoples lives,How We Got There如何得到？,Sequence 順序,Brand Scan

7、品牌掃描,Brand Audit 品牌檢驗,Points of contact 接觸點(diǎn),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

8、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 pai

9、d for using our creativity in the pursuit of this cause 讓我們有更好的回報,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 f

10、ocus 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 All

11、owed us to be well paid for using our creativity in the pursuit of this cause 讓我們有更好的回報,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? 它實際嗎？負(fù)擔(dān)得起嗎？ Will it build the bran

12、d? 它是否會建立品牌？,If not start again,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

13、in China Left Bank Caf in Taiwan Mild Seven In China Milo in Thailand Ponds Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea,2. Talk to each other 彼此交談,3. Know enough 足夠了解,1.Attitude, Attitude, Attitude 態(tài)度,7. Just do it,4. Focus on output not process 重點(diǎn)

14、是產(chǎn)出 不是過程,6. Rebuild the plane as you fly it,5. Do things differently 做些不一樣 的事情,Key messages to take from from this session 本次課程的 主要訊息,Closing結(jié)束語,360 Degree Branding is more complicated but not that complicated360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

15、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,

16、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 dont think about it as filling out a form or slavishly following a process不

17、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

18、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 ourse

19、lves 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

20、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? 它實際嗎？負(fù)擔(dān)得起嗎？ Will it build the brand? 它是否會建立品牌？,If not start again,Putting It All Togethe

21、r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 Caf in Taiwan Mild Seven In China Milo in Thailand Ponds Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea,2. Talk to eac