【正文】 of young women 需要跳過(guò)一代，讓品牌形象得以重生。 1 ? 360 Degrees Brand Cascade ? June 30th July1st Shanghai Do You Feel That You Are……. 你是否覺(jué)得你是 …... ? In the right industry? 在一個(gè)正確的行業(yè)工作 ? ? With the right agency? 在一個(gè)正確的公司工作 ? ? At the right time? 在正確的時(shí)間 ? 360 Degree Branding is a terrific opportunity for our brands, our clients for ourselves 對(duì)品牌、客戶和我們自己而言， 360度品牌管理是一個(gè)巨大的機(jī)會(huì) Individual Presession Exercise: Framing the Agenda 個(gè)人練習(xí)： ? Based on what you know now about 360 Degree Branding, write down on the card what you believe to be the three key issues we need to address to be successful 基于你對(duì) 360度品牌管理的了解，在卡片上寫(xiě)下你認(rèn)為帶來(lái)成功的三個(gè)主要觀點(diǎn) ? An issue is something we have to do something about 觀點(diǎn)是一些我們必須要做的事情 , 它包含 – An opportunity 機(jī)會(huì) – A problem 問(wèn)題 – A balance we need to make between two or more things在幾件事情之間我們需要做的平衡 Agenda 議程 ? Introduction the why and the what 為什么會(huì)有 360度，什么是 360度 ? The How four parts of 360 thinking 如何運(yùn)用 （ 360度思考的四個(gè)部分） – Challenge 挑戰(zhàn) – Brand Print 品牌寫(xiě)真 – Idea 想法 – Brand World 品牌世界 Why 360 Degree Branding? 為什么產(chǎn)生 360度品牌管理？ Worldwide Task Force Report: Two Years Ago ? We operate in silos 我們?cè)诰凶鳂I(yè) ? Our business is being pushed downstream 我們的事業(yè)正走向下游 ? Management consultancy threat with CEO level contacts 管理顧問(wèn)公司威脅到 CEO層面的接觸 Remendation 建議 Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream 將公司集中到 360度品牌思考 , 以增加我們的價(jià)值 , 讓事業(yè)重新走向上游 Direct related to new distribution High end PR CEO Brand Manager 品牌經(jīng)理 Marketing Director 行銷總監(jiān) Strategic 策略的 Operational 運(yùn)作的 Tactical 戰(zhàn)術(shù)的 Direct Advertising Sales Promotion Low end PR Needs需求 ? We are in the knowledge business 我們處在一個(gè)需要知識(shí)的行業(yè) We need more knowledge 我們需要更多的知識(shí) ? We are in the ideas business 我們處在一個(gè)需要想法的行業(yè) We need more ideas 我們需要更多的想法 ? We are in the brand business 我們處在一個(gè)建立品牌的行業(yè) We need more influence on the total brand 我們需要在整個(gè)品牌上有更多的影響力 What Sort of Company Do We Want to Be? 我們希望成為一個(gè)怎樣的公司？ ? The Unlimited Brand Company ? 無(wú)限品牌公司 Unlimited ? We cross disciplines in a 360 Degree way 通過(guò) 360度思考跨越專業(yè) ? We cross borders 跨越邊界 ? We challenge barriers 挑戰(zhàn)障礙 ? We take it all the way through 我們?nèi)轿贿\(yùn)用 Insight...Ideas ...Execution ...Evaluation 洞察 … IDEA… 執(zhí)行 … 評(píng)估 ? We build the brand to its full potential 我們將品牌建立至極限 Imagine all munications reflecting the same deep insight 試想一下 , 所有的傳播 都反映到相同深度的 洞察 Imagine all media contributing to the campaign as a whole 試想一下 , 所有媒介都 整體貢獻(xiàn)在傳播活動(dòng)上 Since That Initial Task Force: Worldwide ? Absorb philosophy 吸收哲學(xué) ? Period of debate keep individual disciplines 保持獨(dú)立的原則 ? Experiments on how to work together differently 嘗試如何共同協(xié)作 ? Gains on key accounts 來(lái)自重要客戶的經(jīng)驗(yàn) – Amex business partnership Amex 商業(yè)伙伴 – IBM increase share of client total budget (key measure) Adver One to Public Design/ Media tising One Relations Identity Promotion Buying Australia ? ? ? Bangladesh ? China ? ? ? ? ? Hong Kong ? ? ? ? ? ? India ? ? ? ? ? ? Indonesia ? ? ? ? ? ? Japan ? ? Malaysia ? ? ? ? ? ? New Zealand ? ? ? ? Pakistan ? ? Philippines ? ? ? ? Singapore ? ? ? ? ? ? South Korea ? ? ? ? Sri Lanka ? ? Taiwan ? ? ? ? ? ? Thailand ? ? ? ? ? Vietnam ? Ogilvy Resources in Asia Pacific 奧美在亞太區(qū)的資源 Structural and Attitudinal Obstacles to Implementing 360 Degree Branding 實(shí)行 360度品牌管理的障礙 Three tools to help remove the obstacles 三個(gè)幫助消除障礙的工具 ? Changed structure 改變的結(jié)構(gòu) ? Brand Teams 品牌團(tuán)隊(duì) ? Brand Profit Loss (PL) 品牌損益 CREATIVE（ 創(chuàng)意） Adv 廣告 Finance, Admin and IT partners （ 財(cái)務(wù)、行政、 IT部門(mén)） Sales Promotion 銷售推廣 Head 主管 Head 主管 Head 主管 Head 主管 One 直效行銷 Public Relations 公共關(guān)系 Identity 視覺(jué)設(shè)計(jì) Head 主管 HEAD OF COUNTRY （ 地區(qū)主管） IMAGINEERS Multidisciplinary Brand Teams 多元化品牌團(tuán)隊(duì) Consulting Agreed Structure for a 360 Degree Agency（ 360度代理商的結(jié)構(gòu)） The Brand Team 品牌團(tuán)隊(duì) ? A leader who leads 一個(gè)品牌領(lǐng)導(dǎo)者 ? Team members who connect 接觸緊密的成員 ? Sitting together, ideally 理想狀況下，應(yīng)該坐在一起 The Brand PL 品牌損益 ? Share of client target 分享客戶的目標(biāo) ? A PL which reports horizontally 垂直報(bào)告的損益 ? Jobs tracked at an individual level 工作遵循獨(dú)立的層面 ? Ine distributed and profit distributed pro rata versus hours spent 收入和利潤(rùn)根據(jù)時(shí)間花費(fèi)進(jìn)行分配 Finance, Admin and IT partners Head Head Head Head Head HEAD OF COUNTRY Multidisciplinary Brand Teams Consulting IMAGINEERS Adv Sales Promotion One Public Relations Identity CREATIVE Brand PL 品牌損益 Country PL 地區(qū)損益 Agreed Structure for a 360 Degree Agency（ 360度代理商結(jié)構(gòu)） What 360 Degree Does For Us 360度可以為我們做什么？ What is the Territory of a Brand? 一個(gè)品牌的版圖是什么？ Six inches wide 6英寸寬 Grey and wet Mysterious Line extensions 產(chǎn)品延伸 Sales promotion 促銷活動(dòng) Service experience 服務(wù)經(jīng)驗(yàn) Word of mouth 口碑 Receptionists style 接待人員的風(fēng)格 Prejudices偏見(jiàn) Quality 質(zhì)量 Design and colour 設(shè)計(jì)和色彩 Packaging包裝 Retail environment零售環(huán)境 Delivery trucks送貨車 Your showrooms展示廳 Corporate reputation 企業(yè)聲譽(yù) Telemarketing scripts電話行銷記錄 Taste 口味 Price 價(jià)格 The way the telephone is answered Social attitudes社會(huì)態(tài)度 Collective memory 記憶累計(jì) Government endorsement 政府認(rèn)可 News media新聞媒體 Employee relations 雇員關(guān)系 A B