【正文】 – 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 Remendation 建議 Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream 將公司集中到 360度品牌思考 , 以增加我們的價值 , 讓事業(yè)重新走向上游 Direct related to new distribution High end PR CEO Brand Manager 品牌經(jīng)理 Marketing Director 行銷總監(jiān) Strategic 策略的 Operational 運作的 Tactical 戰(zhàn)術的 Direct Advertising Sales Promotion Low end PR 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\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 Imagine all munications reflecting the same deep insight 試想一下 , 所有的傳播 都反映到相同深度的 洞察 Imagine all media contributing to the campaign as a whole 試想一下 , 所有媒介都 整體貢獻在傳播活動上 Since That Initial Task Force: Worldwide ? Absorb philosophy 吸收哲學 ? Period of debate keep individual disciplines 保持獨立的原則 ? 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) 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 ? 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 改變的結構 ? Brand Teams 品牌團隊 ? Brand Profit amp。L which reports horizontally 垂直報告的損益 ? Jobs tracked at an individual level 工作遵循獨立的層面 ? Ine distributed and profit distributed pro rata versus hours spent 收入和利潤根據(jù)時間花費進行分配 Finance, Admin and IT partners Head Head Head Head Head HEAD OF COUNTRY Multidisciplinary Brand Teams Consulting IMAGINEERS Adv Sales Promotion One Public Relations Identity CREATIVE Brand Pamp?！? 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 運用品牌團隊的所有資源 – avoid wheelspinning and duplication of effort 避免重復勞動 – maximise our creativity 最大化我們的創(chuàng)造力 To Go Along With Our New Heads We Need 為了配合我們的新頭腦，我們需要： ? Practice to ensure we can 鍛煉可以保證我們 – pick the rough diamonds from the river gravel 在沙礫中篩選出鉆石 – cut and polish them to give our brands true brilliance 切割、打磨，給予我們的品牌真正的光彩 ? Cases to inspire us along the way 案例可以激發(fā)我們 Biggest Recipe for Disaster 導致災難的最大因素 ? Believing it is an end in itself – losing sight of the end result by getting obsessed with the process 喪失對結果的預見，沉迷在過程中間 – thinking that the job can be done if we just answer a set of questions and plete a set of forms 認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 其他導致災難的因素 ? Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認為自己個人作業(yè)要比品牌團隊作業(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，不從品牌融入消費者生活的角度來考慮優(yōu)先順序 ? Seeing 360 Degree as crossselling or just carving up a budget 將 360度看作跨領域銷售或僅僅作為瓜分預算的方法 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 羅列所有的機會點，有些可能還不錯，但并不是解決關鍵問題所需要的 ? No strategic guiding principle 沒有策略指導原則 ? 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 在策略框架下運作，從不同角度達到目的 ? Driven by an idea, which it extends 以可延伸的 IDEA為指導 We Assume That We Have Already Done Our Homework 我們假設我們已經(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