【正文】 re the Brand Could Identify With the Customer 思考在哪里品牌可以被消費(fèi)者認(rèn)同 ? When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些時(shí)間，本品牌的消費(fèi)者對(duì)媒體最投入？（時(shí)間、地點(diǎn)、行為、態(tài)度） ? Is there a natural media fit between the brand and its customers’ lifestyles? 本品牌和消費(fèi)者生活方式之間，是否存在自然的媒體配合？ ? What is changing in the way the brand’s customers consume media? 本品牌消費(fèi)者處理媒體的行為是否有所改變？ .... . Thinking About Where the Brand Could Identify With the Customer 思考在哪里品牌可以被消費(fèi)者認(rèn)同 ? In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target groups? 如何可以把媒體運(yùn)用得更貼身， 以加強(qiáng)特別情況下消費(fèi)者與品牌的關(guān)系？ a) 不同的信息 b) 不同的目標(biāo)對(duì)象 ? Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在選擇和運(yùn)用媒體上，是否存在自然的順序，加強(qiáng)消費(fèi)者對(duì)品牌的投入度 .... . More Obvious Points of Contact 明顯的接觸點(diǎn) The outer rim of the dial 羅盤(pán)的外層 .... . Less Obvious Points of Contact 不太明顯的接觸點(diǎn) ? Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何讓品牌與消費(fèi)者品牌世界產(chǎn)生聯(lián)系的東西都是媒體 Example 例子 ? Seagram Four Roses giveaway tattoos 紋身 ? A potted plant 盆景 .... . I came upon this wine cork at a party. I was sniffing it, and look and behold I discovered a message, literally right under my nose. It says Please visit our Web site at ..heron. So nowadays, this... ... is no longer just something that plugs up a bottle. It must suddenly be viewed as a munications vehicle...yet another place for the consumer to experience the brand Rick Boyko A Wine Cork 葡萄酒軟木塞 .... . Have a Break 小憩片刻 .... . Fun Fitness in an MTR Mirror 輕松瘦身 .... . Long, long, long, long life Duracell Placed After Weather Reports on a Pager 傳呼機(jī)上天氣報(bào)告后 .... . Moving Through At this stage we have a number of possible points of contact through which the idea can connect with the customer 此刻我們有一系列與點(diǎn)子有關(guān)的品牌接觸點(diǎn) How do we then pick the best bination of points of contact the Brand World we are creating? 我們?cè)撊绾芜x擇接觸點(diǎn)的最佳組合？ .... . Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially 我們用有效的方法包圍消費(fèi)者的能力 ,令我們的服務(wù)價(jià)值以倍數(shù)上升 Shelly Lazarus .... . Evaluation 評(píng)估 ? Intensity of Involvement 投入強(qiáng)度 How can a point of contact make the idea shine brighter? 接觸點(diǎn)如何可讓點(diǎn)子變得更精彩？ ? Interplay相互聯(lián)系 How can different points of contact work together for greater overall involvement? 不同的接觸點(diǎn)可如何起共通作用，讓強(qiáng)化整體品牌投 入度？ .... . 7 8 9 4 5 6 1 2 3 1 2 3 4 5 6 7 8 9 Intensity of involvement 融入強(qiáng)度 Prioritising Points of Contact As a Team Using a Strategic Impact Matrix 運(yùn)用策略矩陣選擇接觸點(diǎn) Interplay potential 相互影響 的潛力 .... . Summary 小結(jié) ? Interplay and intensification improve results 相互影響和點(diǎn)子強(qiáng)化，可提升最終結(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 品牌世界是一個(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 the Life, Snap, Points of Contact and the Strategic Impact Matrix are 360176。 tools 生活中的一天 ,提示卡，接觸點(diǎn)和策略矩陣，都是 360度思考的工具 .... . ?郭偉瓊 Estela Kuo ? 奧美行動(dòng)營(yíng)銷(xiāo)中國(guó)董事總經(jīng)理 ? ogilvy. ? 13901234632 .... .