nullnull360 Degrees BrandingDo You Feel That You Are…….
你是否觉得你是…...Do You Feel That You Are…….
你是否觉得你是…...In the right industry? 在一个正确的行业工作?
With the right agency? 在一个正确的公司工作?
At the right time? 在正确的时间?360 Degree Branding is a terrific opportunity for
our brands, our clients & for ourselves
对品牌、客户和我们自己而言,
360度品牌管理是一个巨大的机会 Individual Pre-session Exercise:
Framing the Agenda
个人练习:Individual Pre-session Exercise:
Framing the Agenda
个人练习: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 基于你对360度品牌管理的了解,在卡片上写下你认为带来成功的三个主要观点
An issue is something we have to do something about 观点是一些我们必须要做的事情, 它包含
An opportunity 机会
A problem 问题
A balance we need to make between two or more things在几件事情之间我们需要做的平衡Agenda
议程Agenda
议程Introduction- the why and the what 为什么会有360度,什么是360度
The How- four parts of 360 thinking 如何运用 (360度思考的四个部分)
Challenge 挑战
Brand Print 品牌写真
Idea 想法
Brand World 品牌世界null
Why 360 Degree Branding? 为什么产生360度品牌管理?Worldwide Task Force Report: Two Years AgoWorldwide Task Force Report: Two Years AgoWe operate in silos 我们在井中作业
Our business is being pushed downstream 我们的事业正走向下游
Management consultancy threat with CEO level contacts 管理顾问公司威胁到CEO层面的接触
Recommendation 建议
Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream
将公司集中到360度品牌思考, 以增加我们的价值, 让事业重新走向上游nullDirect
related to
new distributionHigh end
PRCEOBrand
Manager
品牌经理Marketing
Director
行销总监Strategic
策略的Operational
运作的Tactical
战术的DirectAdvertisingSales
PromotionLow end
PRNeeds需求Needs需求We are in the knowledge business 我们处在一个需要知识的行业
We need more knowledge 我们需要更多的知识
We are in the ideas business 我们处在一个需要想法的行业
We need more ideas 我们需要更多的想法
We are in the brand business 我们处在一个建立品牌的行业
We need more influence on the total brand 我们需要在整个品牌上有更多的影响力 What Sort of Company Do We Want to Be?
我们希望成为一个怎样的公司?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UnlimitedUnlimitedWe cross disciplines in a 360 Degree way 通过360度思考跨越专业
We cross borders 跨越边界
We challenge barriers 挑战障碍
We take it all the way through 我们全方位运用
Insight...Ideas ...Execution ...Evaluation 洞察…IDEA…执行…评估
We build the brand to its full potential 我们将品牌建立至极限
null
Since That Initial Task Force: WorldwideSince That Initial Task Force: WorldwideAbsorb philosophy 吸收哲学
Period of debate - keep individual disciplines 保持独立的原则
Experiments on how to work together differently 尝试如何共同协作
Gains on key accounts 来自重要客户的经验
Amex business partnership Amex 商业伙伴
IBM increase share of client total budget (key measure) Ogilvy Resources in Asia Pacific
奥美在亚太区的资源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 •Structural and Attitudinal Obstacles to Implementing 360 Degree Branding
实行360度品牌管理的障碍Structural and Attitudinal Obstacles to Implementing 360 Degree Branding
实行360度品牌管理的障碍Three tools to help remove the obstacles
三个帮助消除障碍的工具
Changed structure 改变的结构
Brand Teams 品牌团队
Brand Profit & Loss (P&L) 品牌损益Agreed Structure for a 360 Degree Agency(360度代理商的结构)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
Head
主管HEAD OF COUNTRY
(地区主管)ConsultingThe Brand Team
品牌团队The Brand Team
品牌团队A leader who leads 一个品牌领导者
Team members who connect 接触紧密的成员
Sitting together, ideally 理想状况下,应该坐在一起The Brand P&L
品牌损益The Brand P&L
品牌损益Share of client target 分享客户的目标
A P&L which reports horizontally 垂直
的损益
Jobs tracked at an individual level 工作遵循独立的层面
Income distributed and profit distributed pro rata versus hours spent 收入和利润根据时间花费进行分配Agreed Structure for a 360 Degree Agency(360度代理商结构)Agreed Structure for a 360 Degree Agency(360度代理商结构) Finance, Admin and IT partners Head Head Head Head HeadHEAD OF COUNTRYMulti-disciplinary Brand Teams ConsultingAdvSales
Promotion OnePublic RelationsIdentityCREATIVECountry P&L
地区损益nullWhat 360 Degree Does For Us 360度可以为我们做什么? What is the Territory of a Brand?
一个品牌的版图是什么?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
nullA Brand Is The Totality Of What
The Customer Experiences
一个品牌是消费者所经历的总和In 360 Degree
在360度过程中In 360 Degree
在360度过程中You have to anticipate every encounter a customer is going to have with your brand 你必须预见消费者与品牌的每一次接触机会
You must customize the message for each encounter 针对每一次机会,设计需要传达的信息
You are arranging the encounters to make sure they enrich the customer‘s overall experience with a brand 设计安排这样的机会,以保证可以增加消费者与品牌的经验Scraps and Straws That Add up to the Most Valuable Asset a Company HasScraps and Straws That Add up to the Most Valuable Asset a Company HasA
360 Degree
Brand360 Degree Brand Stewardship
360度品牌管家 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 创造伟大的“IDEA”,让我们的品牌在与消费者的每一次接触中都可以向前发展
Selects the richest points of customer involvement on which to focus our efforts 选择最有效的接触点,将我们的努力集中在这些方面
360 Degree Brand Stewardship
360度品牌管家 360 Degree Brand Stewardship
360度品牌管家 Improves the relationship between clients and their customers 增强客户和消费者之间的关系
Increases Client value in terms of market share, profit and share price 增加客户的市场份额,利润和股票价格
Adds future Client value by driving new opportunities 通过驱动新的机会来增加未来客户价值
Allows us to be well paid for using our creativity in the pursuit of this cause 让我们得到更好的利润回报Our 360 Degree Brand Thinking
360度品牌思考 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
最初的广告是写在报纸上的平面广告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So Heads Started to Become the Same Shape
因此,头脑也逐渐变成同样的形状So Heads Started to Become the Same Shape
因此,头脑也逐渐变成同样的形状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So Adman Looked Like This
所以,广告人看起来都是这个样子的So Adman Looked Like This
所以,广告人看起来都是这个样子的Then Along Came Some Other Sorts of Briefs
随着其他类型简报的产生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So Different Shaped Heads Were Required
导致对不同形状头脑的需求 So Different Shaped Heads Were Required
导致对不同形状头脑的需求 To Make up the Full Orchestra of Disciplines
为建立整个管弦乐队To Make up the Full Orchestra of Disciplines
为建立整个管弦乐队Specialisation Can Create Walls & Silos
专业化创造墙和井Specialisation Can Create Walls & Silos
专业化创造墙和井Silo?
井?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Plus Other Sorts of Briefs
加上其他类型的简报 Plus Other Sorts of Briefs
加上其他类型的简报 Old Integration
以前的整合Old Integration
以前的整合Each discipline sits in a silo 每个专业都坐在井里面
Strategy is developed in a lead discipline (usually advertising) 策略在主导专业中发展(通常是广告)
The lead discipline develops its idea (usually television) 主导专业发展它的“IDEA”(通常是电视)
Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他专业在既定的“IDEA”下, 被要求根据它发展统一的外观和感受(通常离最后期限很接近)What’s Changed
引起哪些变化?What’s Changed
引起哪些变化?Rising cost of television 抬高电视的费用
Media fragmentation 媒介破碎分离
New media - Internet, cable, video on demand 新媒体的诞生----互联网、有线电视、点播录像
Importance of endorsement 背书的重要性
Search for better value from brand spending 在品牌投资中寻求更好的价值
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?The New 360 Degree Branding Approach
新的360度品牌建立方式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 开始即以品牌团队进行工作,在一个原则下进行思考--------多样的方法,以品牌写真为依据
Come up with a big Idea 产出一个“BIG IDEA”
Chose points of contact to intensify the involvement of the brand in people’s lives 选择接触点,加强品牌在人们生活中的融入度The New 360 Degree Branding Approach
新的360度品牌建立方式The New 360 Degree Branding Approach
新的360度品牌建立方式Ensure interplay between all executional elements to bring the Brand Idea alive whether 确保所有可执行元素间的相互影响, 以使品牌IDEA诞生,无论
single, dual or multiple disciplines are used 是否运用到单一、双重还是多元的专业
Ogilvy companies deliver all the executions or not 是否所有的执行工作都由奥美的公司完成null 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
“成为360度的最大机会是当你有一个很强的IDEA, 如果IDEA够强, 它会很自然成为 360度。”
Shelly Lazarus
To Go Along With Our New Heads We Need
为了配合我们的新头脑,我们需要:To Go Along With Our New Heads We Need
为了配合我们的新头脑,我们需要:Stimuli to provoke new thinking 激发新思维的工具
New ways of working together that 新的协作方式
use the full resources of the Brand Team 运用品牌团队的所有资源
avoid wheel-spinning and duplication of effort 避免重复劳动
maximise our creativity 最大化我们的创造力To Go Along With Our New Heads We Need
为了配合我们的新头脑,我们需要:To Go Along With Our New Heads We Need
为了配合我们的新头脑,我们需要:Practice to ensure we can 锻炼可以保证我们
pick the rough diamonds from the river gravel 在沙砾中筛选出钻石
cut and polish them to give our brands true brilliance 切割、打磨,给予我们的品牌真正的光彩
Cases to inspire us along the way 案例可以激发我们Biggest Recipe for Disaster
导致灾难的最大因素Biggest Recipe for Disaster
导致灾难的最大因素Believing it is an end in itself
losing sight of the end result by getting obsessed with the process 丧失对结果的预见,沉迷在过程中间
thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题,填完一些表格即可让工作得以完成
Other Recipes for Disaster
其他导致灾难的因素Other Recipes for Disaster
其他导致灾难的因素Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己个人作业要比品牌团队作业来得快
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 罗列每件事情,不从品牌融入消费者生活的角度来考虑优先顺序
Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法
Differences Between Old Fashioned Integration and 360 Degree Brand Thinking
360度品牌思考与整合概念的差异性Differences Between Old Fashioned Integration and 360 Degree Brand Thinking
360度品牌思考与整合概念的差异性Integration整合
Laundry list of opportunities all of which would be nice to do but don’t necessarily solve the critical issue 罗列所有的机会点,有些可能还不错,但并不是解决关键问题所需要的
No strategic guiding principle 没有策略指导原则
Idea acts as superficial badging device IDEA仅作为表面的东西360 Degree Brand Thinking
Solving the critical challenge of the brand 解决品牌面临的主要挑战
Operating within a strategic framework, with different roles to achieve the goal 在策略框架下运作,从不同角度达到目的
Driven by an idea, which it extends 以可延伸的IDEA为指导We Assume That We Have Already Done Our Homework
我们假设我们已经做完我们该做的功课We Assume That We Have Already Done Our Homework
我们假设我们已经做完我们该做的功课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 OgilvySequence Of 360 Degree Brand Thinking
360度品牌思考的顺序Sequence Of 360 Degree Brand Thinking
360度品牌思考的顺序In 360 Degree thinking everything connects with everything else 在360度思考中,每件事情之间都有关联
There is a natural sequence for the team to move through 存在一个自然顺序
But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我们仍然需要不是回顾前阶段的洞察,以提供刺激材料和确保每件事配合得很好,确保他们的一致性。
The Elements
主要元素The Elements
主要元素Brand Scan
品牌扫描Brand Audit
品牌检验Points of
contact
接触点What We NeedWhat We NeedDiscover 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DNAChallenge
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 IdeaHow We Get There
如何达到?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 2From Brand Scan to Challenge
从品牌扫描到挑战
From Brand Scan to Challenge
从品牌扫描到挑战
Where the Brand’s Problems Lie
品牌的问题在哪里?Where the Brand’s Problems Lie
品牌的问题在哪里?Brand Scan
品牌扫描Challenge
挑战Equities
资产Equities
资产A 360 Degree brand is a composite of different, inter-related strengths or equities 一个360度的品牌是不同内在相关的优势和资产的组合
We use six equities to look at a brand in a comprehensive way 我们运用六个方面来观察一个品牌
We assess the strengths and weaknesses on each as a health check on the brand 就像品牌的健康检查,我们得到每个方面品牌的优势和弱点
A Composite of Six Interrelated Equities
6个方面资产的组合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The Brand Team Needs To KnowThe Brand Team Needs To KnowProduct产品
How the product performance supports the brand 产品的表现如何支持品牌?
Image形象
Whether the brand’s image is strong and engaging 是否品牌形象很强并且吸引消费者?
Customer消费者
How strong the brand’s customer franchise is 品牌消费者的特权有多强?
The Brand Team Needs To Know The Brand Team Needs To Know Channel销售渠道
How well the brand is leveraged in the trade environment 通路环境对品牌的影响如何?
Visual视觉
Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持续和差异化视觉形象
Goodwill商誉
Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影响者”和社会团体所认可?Recognise this Brand?
辨认这个品牌Recognise this Brand?
辨认这个品牌What Are Its Equities?
什么是它的资产? What Are Its Equities?
什么是它的资产? Health Check: Amex versus Diners in Hong Kong
Amex 和 Diners 品牌健康检查 Health Check: Amex versus Diners in Hong Kong
Amex 和 Diners 品牌健康检查 ImageGoodwillProductCustomerVisualChannelGoodwillProductCustomerVisualChannelHealth Check: Amex versus HSBC Visa in Hong Kong
Amex 和 HSBC 品牌健康检查Health Check: Amex versus HSBC Visa in Hong Kong
Amex 和 HSBC 品牌健康检查ImageGoodwillProductCustomerVisualChannelGoodwillProductCustomerVisualChannelNot Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities
只有当我们了解品牌在6个方面的强、弱Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities
只有当我们了解品牌在6个方面的强、弱Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大
And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战
Equities
资产Equities
资产
Equities are not disguises for group companies or communication disciplines 资产不是一群公司或多种传播方法的伪装
However, different disciplines clearly have more impact on some equities than on others 然而,不同的方法在某些资产方面会比其他的方法更有影响力
What We Use to Help Discovery
我们运用什么来帮助发掘? What We Use to Help Discovery
我们运用什么来帮助发掘? The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课
A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会议(包括传立)
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) 激发思考和讨论的“扑克牌”
And the Compass Dial as a visual prompt 视觉化工具“指南针”Stimuli Questions in the Shuffle Deck: Product Equity
“扑克牌”中的问题:产品层面Stimuli Questions in the Shuffle Deck: Product Equity
“扑克牌”中的问题:产品层面What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些?
Does the product performance live up to expectations in all its aspects? 产品的表现符合在所有方面的期望?
Are there things about this product which, if better known, would enhance its appeal? 是否存在有关这个产品的某些事情,如果大家都知道,可以增加这个产品的吸引力?Stimuli Questions in the Shuffle Deck: Product Equity
“扑克牌”中的问题:产品层面Stimuli Questions in the Shuffle Deck: Product Equity
“扑克牌”中的问题:产品层面Does this product have the optimum price-value equation? 是否这个产品具有最佳的价格--价值比?
If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列产品,他们是否让主张变得更清晰或者更混乱?
If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive? 如果你可以自由发挥, 是否有任何你希望改变的方面,(包括:设计、尺寸等),让这个产品更具吸引力?Example: Jaguar Is a Quirky Brand
例子:Jaguar 是一个诡异的品牌Example: Jaguar Is a Quirky Brand
例子:Jaguar 是一个诡异的品牌The engineers built back features into the product to reinforce this product equity
e.g. an instrument dial in a unusual placeOr the rubber duck on the side of
the bath in the Conrad HotelStimuli for Image Equity
形象层面Stimuli for Image Equity
形象层面Are the values or attitudes this brand owns relevant to the market today? 品牌所拥有的态度和价值是否与今天的市场有关?
Does the brand lead or follow trends set in the market place? 品牌是否引领或追随在市场中的潮流?
Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人与品牌最接近?部分人群还是广泛的人群?
To what extent is the brand presented in a distinctive manner compared to the competition? 与竞争品牌相比,品牌的风格独特到哪种程度?Stimuli for Image Equity
形象层面Stimuli for Image Equity
形象层面Is there a strong idea underpinning the brand’s image? 在品牌的形象背后,是否存在一个很强的“IDEA”?
To what extent is the brand’s share of voice an influence on its image strength? 品牌的“SOV”对品牌强弱的影响有多大?
If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱点,是因为品牌以错误的方式被呈现,还是没有以正确的方式被支持?Example: Ponds Skin Lightening in JapanExample: Ponds Skin Lightening in JapanWeighed down with a ‘grandmother’s cold cream’ reputation 重负“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 需要跳过一代,让品牌形象得以重生。并且直接吸引新一代的年轻女性
Double White skin lightening cream made Pond’s once again seem an innovator (after following the trends for a generation) 双重美白霜让Pond’s又一次被看作创新者Stimuli for Customer Equity
消费者层面Stimuli for Customer Equity
消费者层面At what point in their lives, and for what reasons, do customers start and stop coming to the brand? 在生活中的哪些点?基于何种原因?消费者开始接触品牌或不再接触本品牌?
Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中,本品牌是否被广为接受?
In looking for new customers, to what extent is the brand targeting its best volume opportunity? 在寻求新的消费者时,品牌目标达到它潜力的多少?
Who is more important to influence, the purchaser or user of this brand? 谁对品牌更有影响力? 品牌