【文章內(nèi)容簡介】 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。 The Elements 主要元素 Brand Scan 品牌掃描 Brand Audit 品牌檢驗(yàn) Points of contact 接觸點(diǎn) Challenge 挑戰(zhàn) BrandPrint 品牌寫真 Idea Brand World 品牌世界 Executions 執(zhí)行 Discover the Challenge facing the brand in a 360 Degree way 從 360度的角度，發(fā)掘 品牌面臨的挑戰(zhàn) Describe the Brand?s DNA 描述品牌的 DNA Challenge 挑戰(zhàn) BrandPrint 品牌寫真 Brand World 品牌世界 Create a world which maximises the interplay between the brand and its customers at various points of contact創(chuàng)造一個(gè)世界，讓品牌和它的消費(fèi)者之間在各個(gè)不同接觸點(diǎn)的相互影響達(dá)到最大化 What We Need Idea Brand Audit 品牌檢驗(yàn) Brand Scan 品牌掃描 Points of contact 接觸點(diǎn) Gathering, ordering and interpreting information about the brand in a 360 Degree way 從 360度的角度，收集、整理、解釋關(guān)于品牌的各種訊息 Understanding the unique relationship between the brand and its customers 了解消費(fèi)者與品牌的獨(dú)特關(guān)系 Defining the areas where the brand can intensify the impact it has on people?s lives 確定品牌可以增強(qiáng)其對(duì)人們生活影響的接觸點(diǎn) How We Get There 如何達(dá)到？ 2 From Brand Scan to Challenge 從品牌掃描到挑戰(zhàn) Where the Brand?s Problems Lie 品牌的問題在哪里？ Brand Scan 品牌掃描 Challenge 挑戰(zhàn) Equities 資產(chǎn) ? A 360 Degree brand is a posite of different, interrelated strengths or equities 一個(gè) 360度的品牌是不同內(nèi)在相關(guān)的優(yōu)勢和資產(chǎn)的組合 ? We use six equities to look at a brand in a prehensive way 我們運(yùn)用六個(gè)方面來觀察一個(gè)品牌 ? We assess the strengths and weaknesses on each as a health check on the brand 就像品牌的健康檢查，我們得到每個(gè)方面品牌的優(yōu)勢和弱點(diǎn) Image 形象 Goodwill 商譽(yù) Product 產(chǎn)品 Customer 消費(fèi)者 Visual 視覺 Channel 銷售渠道 A Composite of Six Interrelated Equities 6個(gè)方面資產(chǎn)的組合 The Brand Team Needs To Know ? Product產(chǎn)品 How the product performance supports the brand 產(chǎn)品的表現(xiàn)如何支持品牌？ ? Image形象 Whether the brand?s image is strong and engaging 是否品牌形象很強(qiáng)并且吸引消費(fèi)者？ ? Customer消費(fèi)者 How strong the brand?s customer franchise is 品牌消費(fèi)者的特權(quán)有多強(qiáng)？ The Brand Team Needs To Know ? Channel銷售渠道 How well the brand is leveraged in the trade environment 通路環(huán)境對(duì)品牌的影響如何？ ? Visual視覺 Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持續(xù)和差異化視覺形象 ? Goodwill商譽(yù) Whether the brand is endorsed by influencers and the munities in which it lives 是否品牌被“影響者”和社會(huì)團(tuán)體所認(rèn)可？ Recognise this Brand? 辨認(rèn)這個(gè)品牌 What Are Its Equities? 什么是它的資產(chǎn)？ Unusually this Brand was built with no advertising support 通常這個(gè)品牌沒有廣告的支持 Health Check: Amex versus Diners in Hong Kong Amex 和 Diners 品牌健康檢查 Image Goodwill Product Customer Visual Channel Image Goodwill Product Customer Visual Channel Health Check: Amex versus HSBC Visa in Hong Kong Amex 和 HSBC 品牌健康檢查 Image Goodwill Product Customer Visual Channel Image Goodwill Product Customer Visual Channel Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有當(dāng)我們了解品牌在 6個(gè)方面的強(qiáng)、弱 ? Can we start to determine what the brand could do to be stronger 我們才能決定做些什么可以讓品牌變得更強(qiáng)大 ? And can we define the Challenge facing the brand 我們才能確定品牌面臨的挑戰(zhàn) Equities 資產(chǎn) ? Equities are not disguises for group panies or munication disciplines 資產(chǎn)不是一群公司或多種傳播方法的偽裝 ? However, different disciplines clearly have more impact on some equities than on others 然而，不同的方法在某些資產(chǎn)方面會(huì)比其他的方法更有影響力 What We Use to Help Discovery 我們運(yùn)用什么來幫助發(fā)掘？ ? The background of our basic knowledge and homework about the brand 我們的基本知識(shí)背景和關(guān)于品牌的功課 ? A facilitated meeting of the Brand Team including MindShare 具有促進(jìn)作用的品牌團(tuán)隊(duì)會(huì)議（包括傳立） ? 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) 激發(fā)思考和討論的“撲克牌” ? And the Compass Dial as a visual prompt 視覺化工具 “ 指南針” Stimuli Questions in the Shuffle Deck: Product Equity “撲克牌”中的問題：產(chǎn)品層面 ? What makes this product superior to the petition? 這個(gè)產(chǎn)品優(yōu)于競爭品牌的原因有哪些？ ? Does the product performance live up to expectations in all its aspects? 產(chǎn)品的表現(xiàn)符合在所有方面的期望？ ? Are there things about this product which, if better known, would enhance its appeal? 是否存在有關(guān)這個(gè)產(chǎn)品的某些事情，如果大家都知道，可以增加這個(gè)產(chǎn)品的吸引力？ Stimuli Questions in the Shuffle Deck: Product Equity “撲克牌”中的問題：產(chǎn)品層面 ? Does this product have the optimum pricevalue equation? 是否這個(gè)產(chǎn)品具有最佳的價(jià)格 價(jià)值比？ ? If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列產(chǎn)品，他們是否讓主張變得更清晰或者更混亂？ ? 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? 如果你可以自由發(fā)揮， 是否有任何你希望改變的方面，（包括：設(shè)計(jì)、尺寸等），讓這個(gè)產(chǎn)品更具吸引力？ Example: Jaguar Is a Quirky Brand 例子： Jaguar 是一個(gè)詭異的品牌 ? The engineers built back features into the product to reinforce this product equ