【正文】 ? 是否這個(gè)產(chǎn)品具有最佳的價(jià)格 價(jià)值比？ ? If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列產(chǎn)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(shè)計(jì)、尺寸等），讓這個(gè)產(chǎn)品更具吸引力？ Example: Jaguar Is a Quirky Brand 例子： Jaguar 是一個(gè)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(jià)值是否與今天的市場(chǎng)有關(guān)？ ? Does the brand lead or follow trends set in the market place? 品牌是否引領(lǐng)或追隨在市場(chǎng)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(jìng)爭(zhēng)品牌相比，品牌的風(fēng)格獨(dú)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(gè)很強(qiáng)的“ IDEA”？ ? To what extent is the brand?s share of voice an influence on its image strength? 品牌的“ SOV”對(duì)品牌強(qiáng)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(diǎn)，是因?yàn)槠放埔藻e(cuò)誤的方式被呈現(xiàn)，還是沒(méi)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(fù)“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(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） Sales P