【正文】 sors 發(fā)給每個(gè)人一把剪刀 ? Get the group to cut out pictures of images that seem relevant to the brand and form them into collages 讓小組建下與品牌有關(guān)的圖片，并將他們貼起來(lái) ? Ask each individual to explain their collage 讓每個(gè)人解釋他們的圖片 ? Summarise 總結(jié) ? Use for petitors too 對(duì)競(jìng)爭(zhēng)品牌用同樣的方法 What A Brandprint Is 什么是品牌寫真 ?A vivid statement of the unique relationship that exists between a consumer and a brand 一句有關(guān)消費(fèi)者和品牌間獨(dú)特關(guān)系的生動(dòng)的陳述 ?The Brand’s DNA of its fingerprint 品牌指紋的 DNA ?The core truth and spirit 核心事實(shí)和精神 ?Unique to the brand. Impossible to transfer 具有獨(dú)特性，無(wú)法被轉(zhuǎn)讓 A Brandprint Is Not 品牌寫真不是 …... ? A description of the brand 一個(gè)關(guān)于品牌的描述 ? A description of the advertising 一個(gè)關(guān)于廣告的描述 ? A marketing objective 一個(gè)市場(chǎng)目標(biāo) ? A strategy 一個(gè)策略 ? A brief 一份簡(jiǎn)報(bào) ? A wish list一份愿望表 A Good BrandPrint 好的品牌寫真 Poetry not Prose 27 Drafts ? Everyone attempts, but one (usually creative) person is responsible for the final words 每個(gè)人的努力，一個(gè)人（通常是創(chuàng)意人員）負(fù)責(zé)形成最后文字 ? Preparation is important. Take a long walk, a bath, a glass (or two or three) of wine ......… 準(zhǔn)備工作很重要。散步、沖涼、喝幾杯葡萄酒 ……. ? Mindset is critical. Lock up the left brain, unlock the right 思維設(shè)定很重要。 ? Explore all sensory dimensions look, sound, smell, touch, taste探索所有感官的方面－看、聲音、味道、觸摸、品嘗 ? Feelings first, images next, descriptives last 第一是感覺(jué)、其次是形象、最后是描述 Writing a BrandPrint 撰寫品牌寫真 ? Avoid yetisms like 避免轉(zhuǎn)折語(yǔ) – Traditional yet curiously modern 傳統(tǒng) 但 現(xiàn)代 – Young hearted yet appealing to all ages 年輕人的心 但 適合所有年齡人群 ? Avoid clich233。 World 360度世界中的 IDEA Unless your advertising is built on a Big Idea it will pass like a ship in the night David Ogilvy How to create Advertising that Sells 360? is just a pass and an empty ocean without a Big Idea Why 為什么？ ? 360186。 2. The best ideas e out of a process of “emotional smothering” of the creative team 最好的 IDEA來(lái)自于創(chuàng)意小組的“情感窒息” 3. The creator of the idea often does not always recognize it as such himself 杰出 IDEA的創(chuàng)造者，經(jīng)常自己無(wú)法辨識(shí)。 7. The best creative ideas bee strategic ideas rather than vice versa 最好的創(chuàng)意 IDEA可以成為策略 IDEA， 相反的情況則不多 5 Where Have We Got to? 我們已經(jīng)知道什么？ ? We have interrogated the brand in a 360 way to find out its weaknesses the Challenge 我們已經(jīng)從 360度角度審視品牌 , 尋找它的弱點(diǎn) 品牌挑戰(zhàn) ? We have explored the subjective aspects of the brand to arrive at a BrandPrint 我們已經(jīng)發(fā)掘出品牌的主要方面 , 形成品牌寫真 ? Putting the BrandPrint together with the Challenge sparks the Idea 品牌寫真與品牌挑戰(zhàn)一起 , 激發(fā)出品牌 IDEA ? We now have to take the Idea out into the world of the customer and maximise their involvement 我們必須將品牌 IDEA帶入消費(fèi)者的世界 , 讓品牌與消費(fèi)者的融入度達(dá)到最大化 Creating a Brand World 創(chuàng)造一個(gè)品牌世界 Brand World 品牌世界 Points of Contact 接觸點(diǎn) Idea What We Are Trying to Do Differently 我們?cè)噲D有哪些不同的做法 ? Conventional Communication 傳統(tǒng)的傳播 ? Single unconnected shots 單純 \無(wú)聯(lián)系 360186。 thinking 這可能市整合的思考 , 但不是 360度的思考 Launching a New Low Cost Credit Card: The New Way 低費(fèi)用信用卡上市 (新方式 ) ? In editorial columns, a specially missioned external report on the high cost of borrowing receives high coverage creating an issue 專欄創(chuàng)造話題 ? Launch TV advertising majors on a new kind of low interest card capitalizing on the concern 電視廣告形成關(guān)注 ? A mail shot makes an early bird offer and provides detailed petitive parisons 郵件提供詳細(xì)的比較 Interplay相互影響 Creating an issue 創(chuàng)造話題 Offering a solution 提供解決 方案 Making an offer Low Interest Rates 低利率 Interplay Through Time 時(shí)間上的相互影響 Level 1 3 wks ? Create issue創(chuàng)造話題 ? Establish idea建立 IDEA ? Create desire創(chuàng)造需求 Level 2 5 wks ? Inform educate告知 \教育 ? Drive response 引導(dǎo)反應(yīng) Level 3 8 wks ? Activation usage 行動(dòng)和使用 PR公關(guān) Outdoor戶外 Posters海報(bào) Events事件 Print Ads平面 Radio 電臺(tái) Buses車身 DRTV DRTV Telemarketing電話行銷 Solicitation Packs TakeOnes WebSite 網(wǎng)站 FSI Wele Pack Wele Call Balance Transfer MGM Membership Rewards XSell Getting the BrandTeam together 集合所有品牌團(tuán)隊(duì)成員 ? The second point when the whole team have to meet, including Mindshare 第二次所有成員必須參加 , 包括傳立 ? A tank treatment to – immerse ourselves in the world of the customer 讓我們進(jìn)入消費(fèi)者的世界 – and explore how the brand can get involved in peoples’ real lives 探究品牌如何更多融入人們的生活 Close Your Eyes and Imagine Seeing a Fish 閉上眼睛 , 想象你正看到一條魚 ? Now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛 , 想象你自己變成一條魚 Being a Fish, Not Seeing a Fish 變成魚 , 而不是看著魚 Points of Contact 接觸點(diǎn) ? Explore the possible points of contact between the brand and its customers 探究品牌與其消費(fèi)者之間的可能接觸點(diǎn) ? Think about customers’ ev