如何創(chuàng)造品牌管理-免費(fèi)閱讀
【正文】 Victoria’s Secret: Objective Get men to buy women’s underwear.. 讓男人去買(mǎi)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(zhuān)心的男人？ And now for something pletely different Fashion show 時(shí)裝秀 Webcast 網(wǎng)絡(luò) Superbowl ad Superbowl 廣告 Do a world’s first and publicise it.. 開(kāi)創(chuàng)先例，并且 讓公眾知道 Lead Ideas Intensification by weaving the ideas together將不同的 IDEA組織在一起 ? Publicise unheardof response to world’s 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(gè)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 improve 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(shí)一個(gè)感覺(jué)的世界， 它通過(guò)選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對(duì)品牌的投入度 ? Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360176。 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(píng)估 ? Report back in one hours time 1小時(shí)后報(bào)告 Conclusion 結(jié)論 Discovered the Challenge facing the brand in a 360 Degree way Described the Brand’s DNA Challenge 挑戰(zhàn) BrandPrint 品牌寫(xiě)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
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