【正文】 Recognise this Brand? 辨認這個品牌 What Are Its Equities? 什么是它的資產？ Unusually this Brand was built with no advertising support 通常這個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 只有當我們了解品牌在 6個方面的強、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 ? Equities are not disguises for group panies or munication disciplines 資產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方面會比其他的方法更有影響力 What We Use to Help Discovery 我們運用什么來幫助發(fā)掘？ ? The background of our basic knowledge and homework about the brand 我們的基本知識背景和關于品牌的功課 ? A facilitated meeting of the Brand Team including MindShare 具有促進作用的品牌團隊會議（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：產品層面 ? What makes this product superior to the petition? 這個產品優(yōu)于競爭品牌的原因有哪些？ ? Does the product performance live up to expectations in all its aspects? 產品的表現符合在所有方面的期望？ ? Are there things about this product which, if better known, would enhance its appeal? 是否存在有關這個產品的某些事情，如果大家都知道，可以增加這個產品的吸引力？ Stimuli Questions in the Shuffle Deck: Product Equity “ 撲克牌”中的問題：產品層面 ? Does this product have the optimum pricevalue equation? 是否這個產品具有最佳的價格 價值比？ ? If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列產品，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：設計、尺寸等），讓這個產品更具吸引力？ Example: Jaguar Is a Quirky Brand 例子： Jaguar 是一個詭異的品牌 ? The engineers built back features into the product to reinforce this product equity . an instrument dial in a unusual place Or the rubber duck on the side of the bath in the Conrad Hotel Stimuli for Image Equity 形象層面 ? Are the values or attitudes this brand owns relevant to the market today? 品牌所擁有的態(tài)度和價值是否與今天的市場有關？ ? Does the brand lead or follow trends set in the market place? 品牌是否引領或追隨在市場中的潮流？ ? Who feels closest to the brand a discrete group, or a wide range of people? 哪些人與品牌最接近？部分人群還是廣泛的人群？ ? To what extent is the brand presented in a distinctive manner pared to the petition? 與競爭品牌相比，品牌的風格獨特到哪種程度？ Stimuli for Image Equity 形象層面 ? Is there a strong idea underpinning the brand’s image? 在品牌的形象背后，是否存在一個很強的“ IDEA” ？ ? To what extent is the brand’s share of voice an influence on its image strength? 品牌的“ SOV” 對品牌強弱的影響有多大？ ? If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱點，是因為品牌以錯誤的方式被呈現，還是沒有以正確的方式被支持？ Example: Ponds Skin Lightening in Japan ? Weighed down with a ‘grandmother’s cold cream’ reputation 重負“祖母的冷霜”的形象 ? Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳過一代，讓品牌形象得以重生。 Silos 專業(yè)化創(chuàng)造墻和井 Silo? 井？ A large tower for the storage of grain or cement 一個儲藏谷物或水泥的塔形建筑 No windows to look in or out of 沒有窗可以從里面看到外面 或從里面看到外面 Plus Other Sorts of Briefs 加上其他類型的簡報 Old Integration 以前的整合 ? Each discipline sits in a silo 每個專業(yè)都坐在井里面 ? Strategy is developed in a lead discipline (usually advertising) 策略在主導專業(yè)中發(fā)展（通常是廣告） ? The lead discipline develops its idea (usually television) 主導專業(yè)發(fā)展它的“ IDEA” （ 通常是電視） ? Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他專業(yè)在既定的“ IDEA” 下， 被要求根據它發(fā)展統(tǒng)一的外觀和感受（通常離最后期限很接近） What’s Changed 引起哪些變化？ ? Rising cost of television 抬高電視的費用 ? Media fragmentation 媒介破碎分離 ? New media Inter, cable, video on demand 新媒體的誕生 互聯網、有線電視、點播錄像 ? Importance of endorsement 背書的重要性 ? Search for better value from brand spending 在品牌投資中尋求更好的價值 We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 為實行 360品牌思考，我們需要改變我們頭腦的形狀 ? The New 360 Degree Branding Approach 新的 360度品牌建立方式 ? Work as a Brand Team from the start so thinking develops in a discipline rich way and is anchored in the BrandPrint 開始即以品牌團隊進行工作，在一個原則下進行思考 多樣的方法，以品牌寫真為依據 ? Come up with a big Idea 產出一個“ BIG IDEA” ? Chose points of contact to intensify the involvement of the brand in people’s lives 選擇接觸點，加強品牌在人們生活中的融入度 The New 360 Degree Branding Approach 新的 360度品牌建立方式 ? Ensure interplay between all executional elements to bring the Brand Idea alive whether 確保所有可執(zhí)行元素間的相互影響， 以使品牌 IDEA誕生，無論 – single, dual or multiple disciplines are used 是否運用到單一、雙重還是多元的專業(yè) – Ogilvy panies deliver all the executions or not 是否所有的執(zhí)行工作都由奧美的公司完成 The best chance of being 360 Degree is when you have a very strong idea. If it’s strong, it will start to happen natural