【正文】 romotion 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 視覺設(shè)計 Head 主管 HEAD OF COUNTRY （ 地區(qū)主管） IMAGINEERS Multidisciplinary Brand Teams 多元化品牌團隊 Consulting Agreed Structure for a 360 Degree Agency（ 360度代理商的結(jié)構(gòu)） The Brand Team 品牌團隊 ? A leader who leads 一個品牌領(lǐng)導者 ? Team members who connect 接觸緊密的成員 ? Sitting together, ideally 理想狀況下，應該坐在一起 The Brand PL 品牌損益 ? Share of client target 分享客戶的目標 ? A PL which reports horizontally 垂直報告的損益 ? Jobs tracked at an individual level 工作遵循獨立的層面 ? Ine distributed and profit distributed pro rata versus hours spent 收入和利潤根據(jù)時間花費進行分配 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 Service experience 服務(wù)經(jīng)驗 Word of mouth 口碑 Receptionists style 接待人員的風格 Prejudices偏見 Quality 質(zhì)量 Design and colour 設(shè)計和色彩 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 Telemarketing scripts電話行銷記錄 Taste 口味 Price 價格 The way the telephone is answered Social attitudes社會態(tài)度 Collective memory 記憶累計 Government endorsement 政府認可 News media新聞媒體 Employee relations 雇員關(guān)系 A Brand Is The Totality Of What The Customer Experiences 一個品牌是消費者所經(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 你必須預見消費者與品牌的每一次接觸機會 ? You must customize the message for each encounter 針對每一次機會，設(shè)計需要傳達的信息 ? You are arranging the encounters to make sure they enrich the customer?s overall experience with a brand 設(shè)計安排這樣的機會，以保證可以增加消費者與品牌的經(jīng)驗 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，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 增強客戶和消費者之間的關(guān)系 ? Increases Client value in terms of market share, profit and share price 增加客戶的市場份額，利潤和股票價格 ? Adds future Client value by driving new opportunities 通過驅(qū)動新的機會來增加未來客戶價值 ? 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回報 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 以適應同樣形狀的廣告簡報 So Adman Looked Like This 所以，廣告人看起來都是這個樣子的 Then Along Came Some Other Sorts of Briefs 隨著其他類型簡報的產(chǎn)生 Direct 直效行銷 Public Relations 公共關(guān)系 So Different Shaped Heads Were Required 導致對不同形狀頭腦的需求 To Make up the Full Orchestra of Disciplines 為建立整個管弦樂隊 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(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(jù) ? Come up with a big Idea 產(chǎn)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 naturally “成為 360度的最大機會是當你有一個很強的IDEA， 如果 IDEA夠強， 它會很自然成為 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 way