【文章內(nèi)容簡介】 Aha! Competitive Advantages Of Brand Stewardship 品牌管家的好處 ? Open idea (not a black box) 開放的想法 ? Participative 參與 ? Intuitive 直覺 ? Relatively inexpensive 相對不昂貴 ? Genuinely Ogilvy 誠實(shí)的奧格威 Beyond The BrandPrint 除了品牌寫真 ? The BrandPrint is only the beginning 品牌寫真僅是開始 ? It should influence everything you do on your brand 它將會(huì)影響到你對品牌做作的每一件事情 ? It is not rewritten very often 它并不會(huì)經(jīng)常被修改 ? When put together with the Challenge it should provoke the Brand Idea 當(dāng)與品牌挑戰(zhàn)方在一起，它可以激發(fā)品牌 IDEA Team Exercise 1 分組練習(xí) ? Pick the brand assigned to your group 根據(jù)各組被指定的品牌 ? Review what you already know about it 重溫你們對該品牌了解的所有內(nèi)容 ? Conduct a Brand Audit on it, 針對它作品牌檢驗(yàn) ? Define the brand print 形成品牌寫真 ? Report back in one hours time 1小時(shí)后報(bào)告 Ideas in a 360186。 World 360度世界中的 IDEA Unless your advertising is built on a Big Idea it will pass like a ship in the night David Ogilvy How to create Advertising that Sells 360? is just a pass and an empty ocean without a Big Idea Why 為什么？ ? 360186。 only works if there is a strong idea behind it只有背后存在一個(gè)很強(qiáng)的 IDEA時(shí)， 360 才會(huì)起作用 ? Clients buy our ideas not our processes 客戶買的是我們的 IDEAS， 而不是過程 We might want to show our wives our muscular bodies but not our exercise machines 我們想給妻子看的是我們健美的身體，而不是我們練習(xí)時(shí)用的機(jī)器 Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我們知道什么是“ IDEA”， 我們很難判斷某個(gè)人的“ IDEA”是好還是壞 Exercise 1 What Is an Idea? 什么是 IDEA？ The Classic Definition Bisociation of two or more previously unconnected thought matrices 兩個(gè)或多個(gè)以前不相關(guān)想法的組合 Arthur Koestler Pareto Didn’t Only Think About 80/20 Rules… His Definition…... A new bination of old elements 舊元素的新組合 Pareto A Definition From The Creative Director of JWT in the Nieen Twenties In advertising an idea results from a new bination of specific knowledge about products and people with general knowledge about life and events 在廣告中， IDEA來自于對產(chǎn)品知識的了解和對生活和事件有常識的人兩部分的組合 James Webb Young Putting the Elements Together…. Our Definition我們的定義 An unexpected bination of different thoughts which puts a particular thing in a new and involving context 不同想法的一個(gè)意想不到的組合，它將一個(gè)特定的事物放在一個(gè)新的聯(lián)系中 Or, To Put It Another Way 或者從另一個(gè)角度 Making the familiar 讓熟悉的事務(wù) and the strange familiar 和陌生的事物變得熟悉 Think of Some Examples Of ideas that grew out of ? bining familiar things in an unfamiliar way or 將熟悉的事物用不熟悉的方法組合起來 ? seeing the familiar in an unfamiliar way 用不熟悉的方法看熟悉的事物 Exercise 2 IBM Launch What Is an Idea? Show Films So What Was The IBM Idea IBM的 IDEA是什么？ IBM Idea Unexpected users, everywhere, are enfranchised by technology 意想不到的使用者， 在任何地方，被技術(shù)賦予同樣的權(quán)利 Putting This into the Context of 360 Degree Brand Thinking 將這些放在 360度思考的框架內(nèi) ? Challenge挑戰(zhàn) – In order to meet our objective we have to… 為了達(dá)到我們的目標(biāo)，我們必須 …... ? BrandPrint品牌寫真 – a description of the Brand’s DNA 品牌 DNA的描述 ? Idea – the unexpected bination of different thoughts which puts the brand in a new and involving context ? Execution執(zhí)行 – the techniques, properties and production values which convey the idea 可以傳達(dá) IDEA的技術(shù)、道具、制作等 IBM ? Challenge挑戰(zhàn) – IBM as the underlying fabric of the information age IBM作為信息時(shí)代的基石 ? BrandPrint品牌寫真 – magic I can trust 我可以相信的魔力 IBM ? Idea – unexpected users, everywhere, are enfranchised by technology 出乎意料的使用者 , 在任何地方 , 被技術(shù)賦予同樣的權(quán)利 ? Execution (advertising) 執(zhí)行 (廣告 ) – subtitles provide a vehicle for overlaying technospeak on ordinary speak Exercise 3 in Pairs How would you translate the IBM creative idea into a poster? 如何將 IBM創(chuàng)意 IDEA轉(zhuǎn)化成 海報(bào) ? Taking Ideas Across Disciplines or Media ? Translation adaptation only 轉(zhuǎn)化 ? Stretching extending the idea in some 延展性 way, or using the new context to present the idea in a different light ? Interplay making the Idea have impact in a 相互影響 different or deeper way Execution 執(zhí)行 ? Techniques are not ideas 技術(shù)不是 IDEA – demonstration展示 – slice of life生活片斷 – endorsement by personality 個(gè)性的背書 A property is an executional ponent that in time starts to signify the idea Ideas and Execution Idea Weak弱 Strong強(qiáng) Execution Great 杰出 Poor 較差 Exercise 4 ? Pick the brand assigned to your group 根據(jù)每組指定的品牌 ? You have already identified the key challenge facing the brand and have established its brand print. 你們已經(jīng)確定品牌所面臨的挑戰(zhàn)，同時(shí)完成其品牌寫真 ? Not keeping that in m