【正文】 ? 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 mind e up with a brand idea 現(xiàn)在產(chǎn)出一個品牌 IDEA ? Report back in half an hour 半小時(shí)后報(bào)告 Seven Secrets for Great Ideas 杰出的 IDEA得七個秘訣 1. Defining the characteristics of great ideas in the abstract will not help you create one in the slightest 從理論上去定義杰出的 IDEA的特性，不會幫助你創(chuàng)造出杰出的 IDEA。 …… 避免官腔 – In this fastpaced modern world, it’s nice to know that Brand Y is still offering Z benefit 在這個快節(jié)奏的現(xiàn)代社會， 品牌 Y還可以提供 Z這樣的好處真是太好 ? Watch tired language注意濫用的詞語 – Powerful OR Reliably effective OR Light, fine consistency 強(qiáng)有力的，或者可靠的效果，或者輕， 精美的結(jié)合 Avoid Tired Language… Get Some Freshness in Your Words 避免濫用的詞語－－你的詞匯應(yīng)具有新意 ? Orange, loud, aggressive .... hell bent on getting rid of dirt, stains and odours (Radion) ? Hope without the hype .... a creamy concoction ... a handshake bargain (Dove) ? Squeaky clean powder that makes a noise like footsteps in crisp white snow (Birds) A Test for Recognising A Good BrandPrint 測試 ? Distinctive與眾不同 ? Clear清楚 ? Colloquial通俗的 ? Truthful誠實(shí)的 ? Colourful 有色彩 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。 鎖上左腦，打開右腦。Revised Brand Audit Questions 修正后的品牌檢驗(yàn)問題 Thinking about the specific things that trigger this brand’ s identity in your mind… 想象一下哪些可以讓你辨認(rèn)出這個品牌的一些特定的事務(wù) ? When you hear the brand’ s name, what immediately springs to mind? 當(dāng)你聽到這個牌子的名字，那些東西會立刻出現(xiàn)在你的腦海中？ ? What else?還有呢？ – visuals or images?視覺和形象？ – packaging or product elements?包裝和產(chǎn)品元素？ – bits of munication?傳播的片斷？ – signs or symbols?標(biāo)志和符號？ – other brand lore?其他有關(guān)品牌的部分？ ? What kind of people do you associate with the brand, and how do you feel about them? 哪種類型的人會讓你與這個品牌聯(lián)系起來？你對這些人的感覺如何？ Thinking about the feelings and emotions the brand evokes in you … 想象一下這個品牌給你帶來的感受和情緒 …… What specific feelings and emotions do you experience in connection with using this brand? 當(dāng)你和這個品牌有聯(lián)系時(shí)，你體驗(yàn)到那些特別的感受和情緒？ ? What personal memories, experiences or associations does this brand bring to mind? 這個品牌讓你回憶起哪些個人的記憶、體驗(yàn)或聯(lián)想？ ? What does this brand do for you in your life that other brands don’ t? 這個品牌在你的生活中做了哪些其他品牌無法做的事情？ – what unique contribution does it make? 它帶來哪些獨(dú)特的地方？ – what special perspective does it give you about using the category? 它帶給你哪些有關(guān)試用這個類別產(chǎn)品的特殊的觀感？ Now stepping out of the role of the brand’ s user, and considering all the implications of these insights … 現(xiàn)在走出品牌使用者的角色， 考慮所有這些消費(fèi)者洞察的啟示 ? What do these insights suggest or signal about the brand? 這些消費(fèi)者洞察暗示了這個品牌的哪些方面？ ? What is the mood of the brand? 這個品牌的情緒是怎樣的？ ? How do the feelings and emotions this brand evokes differ from those its leading petitor evokes? 這個品牌引起的感受和情緒與其它主要競爭品牌帶來的有哪些不同的方面？ Brand Audit Helps Us Define the Unique Relationship Between the Customer and the Brand 品牌檢驗(yàn)幫助我們確定消費(fèi)者與品牌之間的獨(dú)特關(guān)系 The brand’s DNA expressed in a written 書面表達(dá)的品牌 DNA BrandPrint 品牌寫真 When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 當(dāng)你開始寫品牌寫真時(shí)，你開始幾乎一定會從運(yùn)用很多詞句進(jìn)行描述 Chivas Regal: Thailand Chiivas is the night. A palet of flickering neon and blinking car lights. The blast of raw music as you swing through the doors of a crowded friendly pub. Chivas is never wanting the night to end. Because Chivas is camaradie. A clutch of true friends forever. The subtle splash of Chivas over ice underlining a burst of uninhibited laughter. The stuff our fondest memories are made of. And Chivas is irrevocably right. it imparts an elitist spirit to the people who drink it The whisky pref