【正文】 rand Is The Totality Of What The Customer Experiences 一個(gè)品牌是消費(fèi)者所經(jīng)歷的總和 In 360 Degree 在 360度過程中 ? You have to anticipate every encounter a customer is going to have with your brand 你必須預(yù)見消費(fèi)者與品牌的每一次接觸機(jī)會(huì) ? You must customize the message for each encounter 針對(duì)每一次機(jī)會(huì)，設(shè)計(jì)需要傳達(dá)的信息 ? You are arranging the encounters to make sure they enrich the customer?s overall experience with a brand 設(shè)計(jì)安排這樣的機(jī)會(huì)，以保證可以增加消費(fèi)者與品牌的經(jīng)驗(yàn) A 360 Degree Brand Scraps and Straws That Add up to the Most Valuable Asset a Company Has 360 Degree Brand Stewardship 360度品牌管家 ? Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 創(chuàng)造偉大的“ IDEA”， 讓我們的品牌在與消費(fèi)者的每一次接觸中都可以向前發(fā)展 ? Selects the richest points of customer involvement on which to focus our efforts 選擇最有效的接觸點(diǎn)，將我們的努力集中在這些方面 360 Degree Brand Stewardship 360度品牌管家 ? Improves the relationship between clients and their customers 增強(qiáng)客戶和消費(fèi)者之間的關(guān)系 ? Increases Client value in terms of market share, profit and share price 增加客戶的市場(chǎng)份額，利潤(rùn)和股票價(jià)格 ? Adds future Client value by driving new opportunities 通過驅(qū)動(dòng)新的機(jī)會(huì)來增加未來客戶價(jià)值 ? Allows us to be well paid for using our creativity in the pursuit of this cause 讓我們得到更好的利潤(rùn)回報(bào) Our 360 Degree Brand Thinking 360度品牌思考 ? Cracks the nontraditional customer in Singapore ? Generates profits from dreams in Taipei ? Milks sport for all it is worth in Thailand ? Silences a Whisper with confidence in Korea ? Makes money out of striptease in the Philippines ? Turns an advertising property into a populist slogan in Indonesia ? Discovers the power of self discovery in China In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written 最初的廣告是寫在報(bào)紙上的平面廣告 Along Came TV Which Worked to the Same Basic Shape 伴隨電視的誕生，廣告工作仍然保持基本形狀 So Heads Started to Bee the Same Shape 因此，頭腦也逐漸變成同樣的形狀 To Fit the Briefs Which Were the Same Shape Square Pegs Into Square Holes 以適應(yīng)同樣形狀的廣告簡(jiǎn)報(bào) So Adman Looked Like This 所以，廣告人看起來都是這個(gè)樣子的 Then Along Came Some Other Sorts of Briefs 隨著其他類型簡(jiǎn)報(bào)的產(chǎn)生 Direct 直效行銷 Public Relations 公共關(guān)系 So Different Shaped Heads Were Required 導(dǎo)致對(duì)不同形狀頭腦的需求 To Make up the Full Orchestra of Disciplines 為建立整個(gè)管弦樂隊(duì) Specialisation Can Create Walls 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(gè)儲(chǔ)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(jiǎn)報(bào) Old Integration 以前的整合 ? Each discipline sits in a silo 每個(gè)專業(yè)都坐在井里面 ? Strategy is developed in a lead discipline (usually advertising) 策略在主導(dǎo)專業(yè)中發(fā)展（通常是廣告） ? The lead discipline develops its idea (usually television) 主導(dǎo)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(jù)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(fèi)用 ? Media fragmentation 媒介破碎分離 ? New media Inter, cable, video on demand 新媒體的誕生 互聯(lián)網(wǎng)、有線電視、點(diǎn)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(jià)值 We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 為實(shí)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(tuán)隊(duì)進(jìn)行工作，在一個(gè)原則下進(jìn)行思考 多樣的方法，以品牌寫真為依據(jù) ? Come up with a big Idea 產(chǎn)出一個(gè)“ BIG IDEA” ? Chose points of contact to intensify the involvement of the brand in people?s lives 選擇接觸點(diǎn)，加強(qiáng)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(yùn)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 naturally “成為 360度的最大機(jī)會(huì)是當(dāng)你有一個(gè)很強(qiáng)的IDEA， 如果 IDEA夠強(qiáng)， 它會(huì)很自然成為 360度。” Shelly Lazarus To Go Along With Our New Heads We Need 為了配合我們的新頭腦，我們需要： ? Stimuli to provoke new thinking 激發(fā)新思維的工具 ? New ways of working together that 新的協(xié)作方式 – use the full resources of the Brand Team 運(yùn)用品牌團(tuán)隊(duì)的所有資源 – avoid wheelspinning and duplication of effort 避免重復(fù)勞動(dòng) – maximise our creativity 最大化我們的創(chuàng)造力 To Go Along With Our New Heads We Need 為了配合我們的新頭腦，我們需要： ? Practice to ensure we can 鍛煉可以保證我們 – pick the rough diamonds from the river gravel 在沙礫中篩選出鉆石 – cut and polish them to give our brands true brilliance 切割、打磨，給予我們的品牌真正的光彩 ? Cases to inspire us along the way 案例可以激發(fā)我們 Biggest Recipe for Disaster 導(dǎo)致災(zāi)難的最大因素 ? Believing it is an end in itself – losing sight of the end result by getting obsessed with the process 喪失對(duì)結(jié)果的預(yù)見，沉迷在過程中間 – thinking that the job can be done if we just answer a set of questions and plete a set of forms 認(rèn)為僅僅回答一系列問題，填完一些表格即可讓工作得以完成 Other Recipes for Disaster 其他導(dǎo)致災(zāi)難的因素 ? Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認(rèn)為自己個(gè)人作業(yè)要比品牌團(tuán)隊(duì)作業(yè)來得快 ? Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples? real lives 羅列每件事情，不從品牌融入消費(fèi)者生活的角度來考慮優(yōu)先順序 ? Seeing 360 Degree as crossselling or just carving up a budget 將 360度看作跨領(lǐng)域銷售或僅僅作為瓜分預(yù)算的方法 Differences Between Old