【正文】 Communicatio 360度的傳播 ? Creates a Brand World which involves the customer 創(chuàng)造一個(gè)融入消費(fèi)者的品牌世界 ? An experience of the brand, not just the delivery of a munication 品牌的體驗(yàn) , 非僅僅訊息的傳遞 Greater Involvement Is About 較強(qiáng)的融入度是關(guān)于 ? Intensity 密集度 A particular point of contact making the idea shine brighter and thus involving the customer more 可以讓品牌 IDEA發(fā)光的接觸點(diǎn) , 同時(shí)讓消費(fèi)者融入更深 . ? Interplay相互影響 Different points of contact working together for greater overall involvement 不同接觸點(diǎn)共同作用 , 以達(dá)到最大的融入度 . Multiple Connections 多維聯(lián)系 The idea connects with the customer in multiple ways creating a sensory surround IDEA以多種方式與消費(fèi)者相連接 , 創(chuàng)造整體感受 In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接觸點(diǎn) , 消費(fèi)者與品牌有不同的接觸狀況 We can create interplay between the encounters 我們可以創(chuàng)造它們之間的相互影響 We can use this interplay to intensify involvement 我們可以運(yùn)用這些相互影響加強(qiáng)品牌的融入度 Launching a New Low Cost Credit Card :The Old Way 低費(fèi)用信用卡上市 (舊方式 ) ? Launch TV mercial 上市電視廣告 ? Simultaneous press conference 同時(shí)舉辦新聞發(fā)布會(huì) ? Mail pack carries still from TVC 郵件外表來自 TVC This may be integration: it is not 360186。 Seven Secrets for Great Ideas 4. There are a hundred stages during which good ideas can be lost, most of them internal 有很多階段，好的 IDEA會(huì)被放棄， 大部分是在我們內(nèi)部 5. Clients assess ideas relatively not absolutely 客戶不會(huì)絕對的評(píng)估相關(guān)的 IDEA 6. Research can kill good ideas but it can also save them 調(diào)研可以殺死好的 IDEA， 但也可以拯救它。 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(shí)的了解和對生活和事件有常識(shí)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