【正文】 ” 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(yùn)用品牌團(tuán)隊(duì)的所有資源 – avoid wheelspinning and duplication of effort 避免重復(fù)勞動(dòng) – 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(dǎo)致災(zāi)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(duì)結(jié)果的預(yù)見(jiàn)，沉迷在過(guò)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(rèn)為僅僅回答一系列問(wèn)題，填完一些表格即可讓工作得以完成 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 ourselves without involving the Brand Team 認(rèn)為自己個(gè)人作業(yè)要比品牌團(tuán)隊(duì)作業(yè)來(lái)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(fèi)者生活的角度來(lái)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(lǐng)域銷(xiāo)售或僅僅作為瓜分預(yù)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(jī)會(huì)點(diǎn)，有些可能還不錯(cuò)，但并不是解決關(guān)鍵問(wèn)題所需要的 ? No strategic guiding principle 沒(méi)有策略指導(dǎo)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(yùn)作，從不同角度達(dá)到目的 ? Driven by an idea, which it extends 以可延伸的 IDEA為指導(dǎo) We Assume That We Have Already Done Our Homework 我們假設(shè)我們已經(jīng)做完我們?cè)撟龅墓φn 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度思考中，每件事情之間都有關(guān)聯(lián) ? There is a natural sequence for the team to move through 存在一個(gè)自然順序 ? But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我們?nèi)匀恍枰皇腔仡櫱半A段的洞察，以提供刺激材料和確保每件事配合得很好，確保他們的一致性。 Enjoys Unique Customer Equity Advantages Linked to Its Product Portfolio ? A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵蓋大范圍的家庭生活所需，從母親到高級(jí)成人營(yíng)養(yǎng) ? Umbrella branding extending into many aspects of the customer ?s life (unlike Unilever) 品牌擴(kuò)展到消費(fèi)者生活的很多方面 ? Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消費(fèi)者的價(jià)值 Stimuli for Channel Equity 銷(xiāo)售渠道方面 ? Does the existing mix of different channels work to the best advantage of the brand?s sales and image? 現(xiàn)有的不同銷(xiāo)售渠道的組合， 是否給品牌的銷(xiāo)售和形象帶來(lái)最大的好處 ? Are there new potential channels to explore? 是否有潛在的銷(xiāo)售渠道可以發(fā)展？ ? Within the critical channels, is the brand effectively distributed and displayed? 在重要的銷(xiāo)售渠道， 品牌是否被有效的鋪貨及展示？ ? Do sales force and channel activity work well together? 銷(xiāo)售力量和渠道活動(dòng)是否配合得很好？ Stimuli for Channel Equity 銷(xiāo)售渠道方面 ? Can sales leads be traced if they are sold through the channel? 銷(xiāo)售痕跡是否可以被追蹤到？ ? How important is the brand to the channel, and how does the Trade feel about the brand? 本品牌對(duì)銷(xiāo)售渠道的重要性如何？銷(xiāo)售渠道對(duì)品牌的意見(jiàn)如何？ ? What do potential customers know about where to find the brand, and is it enough? 潛在消費(fèi)者是否知道在哪里可以買(mǎi)得到本品牌？這是否足夠？ ? Are Business Partners working to the best advantage of the brand? 商業(yè)伙伴是否給本品牌最大的益處？ ? How effectively does aftersales service support the brand? 售后服務(wù)如何有效地支持本品牌？ Stimuli for Visual Equity 視覺(jué)方面 ? To what extent is the brand?s look and feel aligned to the corporate vision values which underpin the brand? 品牌的外觀和感受與公司遠(yuǎn)景及價(jià)值觀的緊密程度如何？ ? Is the relationship between corporate and product brands working optimally? 公司品牌與產(chǎn)品品牌之間融合得是否最好 ？ ? Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 與品牌有關(guān)的色彩、 logo、 符號(hào)等是否闡述得夠清楚？ ? Do all the visual aspects of the brand give a contemporary feel? Or a category leading impression? 品牌所有的視覺(jué)方面是否有當(dāng)今的感覺(jué)？或者是否覺(jué)得有一個(gè)品類(lèi)領(lǐng)導(dǎo)者的感覺(jué)？ Stimuli for Visual Equity 視覺(jué)方面 ? Is the brand present everywhere in the outside world? 本品牌在外部世界是否得可以看得見(jiàn)？ ? How strong is the visual impact of the brand in store? 品牌在店頭的視覺(jué)沖擊力有多強(qiáng)？ ? To what degree are all the aspects of the brand?s visual presence consistent with each other? 品牌視覺(jué)各個(gè)方面的一致性如何？ Stimuli for Goodwill Equity 商譽(yù)方面 ? Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社會(huì)趨勢(shì)，在將來(lái)會(huì)影響到對(duì)本品牌的需求增減？ ? Are there any external issues which affect this brand, either positively or negatively? Can any be created? 是否有外部觀點(diǎn)會(huì)影響到本品牌？ （正面的或負(fù)面的觀點(diǎn)）能否創(chuàng)造這樣的觀點(diǎn)？ ? Who in the world at large has a big influence on this brand or the decisionmaking of its consumers? 誰(shuí)對(duì)這個(gè)品牌有最大的影響力？對(duì)消費(fèi)者購(gòu)買(mǎi)決定有影響力？ Stimuli for Goodwill Equity 商譽(yù)方面 ? How favourable is the media coverage this brand receives? 這個(gè)品牌得到的媒體方面的照顧有多好？ ? How do profe