【正文】 s of working together that 新的協(xié)作方式 – use the full resources of the Brand Team 運用品牌團隊的所有資源 – avoid wheelspinning and duplication of effort 避免重復勞動 – 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 導致災難的最大因素 ? Believing it is an end in itself – losing sight of the end result by getting obsessed with the process 喪失對結(jié)果的預見，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 其他導致災難的因素 ? Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認為自己個人作業(yè)要比品牌團隊作業(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算的方法 Differences Between Old Fashioned Integration and 360 Degree Brand Thinking 360度品牌思考與整合概念的差異性 Integration整合 ? Laundry list of opportunities all of which would be nice to do but don?t necessarily solve the critical issue 羅列所有的機會點，有些可能還不錯，但并不是解決關(guān)鍵問題所需要的 ? No strategic guiding principle 沒有策略指導原則 ? Idea acts as superficial badging device IDEA僅作為表面的東西 360 Degree Brand Thinking ? Solving the critical challenge of the brand 解決品牌面臨的主要挑戰(zhàn) ? Operating within a strategic framework, with different roles to achieve the goal 在策略框架下運作，從不同角度達到目的 ? Driven by an idea, which it extends 以可延伸的 IDEA為指導 We Assume That We Have Already Done Our Homework 我們假設(shè)我們已經(jīng)做完我們該做的功課 Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brilliance At Ogilvy we ask you to do your homework and create brilliant campaigns David Ogilvy Sequence Of 360 Degree Brand Thinking 360度品牌思考的順序 ? In 360 Degree thinking everything connects with everything else 在 360度思考中，每件事情之間都有關(guān)聯(lián) ? There is a natural sequence for the team to move through 存在一個自然順序 ? But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我們?nèi)匀恍枰皇腔仡櫱半A段的洞察，以提供刺激材料和確保每件事配合得很好，確保他們的一致性。并且直接吸引新一代的年輕女性 ? Double White skin lightening cream made Pond?s once again seem an innovator (after following the trends for a generation) 雙重美白霜讓 Pond?s又一次被看作創(chuàng)新者 Stimuli for Customer Equity 消費者層面 ? At what point in their lives, and for what reasons, do customers start and stop ing to the brand? 在生活中的哪些點？基于何種原因？消費者開始接觸品牌或不再接觸本品牌？ ? Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中，本品牌是否被廣為接受？ ? In looking for new customers, to what extent is the brand targeting its best volume opportunity? 在尋求新的消費者時，品牌目標達到它潛力的多少？ ? Who is more important to influence, the purchaser or user of this brand? 誰對品牌更有影響力？ 品牌使用者還是品牌的購買者？ Stimuli for Customer Equity 消費者層面 ? What is the value to the brand of its best or most loyal customers? 品牌忠實消費者對品牌的價值是什么？ ? Is the brand overdependent either on its loyal customers or a constant arrival of new users? 是否本品牌過分依賴于忠實消費者和新進消費者？ ? Is this brand getting its fair share of the customer?s wallet? 是否本品牌得到其應(yīng)該得到的份額？ ? Does this brand treat its best customers as customers for life? 是否該品牌對待它最好的消費者如同生活中的消費者？ In Most Countries Nestl233。 Distilling the Discovery Discussion 將討論進行過濾 Into a single Challenge 挑戰(zhàn) The biggest challenge the brand faces 品牌所面臨的 最大挑戰(zhàn) Image Goodwill Product Customer Visual Channel Summarising a Brand Scan Discussion: Guinness Singapore 品牌掃描小結(jié)（健力士，新加坡） How the Product?s Performance Supports the Brand 產(chǎn)品的表現(xiàn)如何支持品牌 Product 產(chǎn)品 ? People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人們以啤酒的標準來判斷 Guinness， 發(fā)現(xiàn)它的味道太苦，不易接受 Whether the Brand?s Image Is Strong and Engaging 在哪些方面品牌形象較強 Image 形象 ? Guinness is good for you persists and is seen as oldfashioned “Guinness is good for you ”有持續(xù)性，但被認為過時 ? Serious drink needs to lighten up to invite younger drinkers into the brand 嚴肅飲品 需要讓年輕消費群進入本品牌 How Strong the Brand?s Customer Franchise Is Customer ? People e late to the brand an old man?s drink 人們接觸品牌較晚，是一個老年男性的品牌 ? Young tend to dip in and out of brand 年輕人如蜻蜓點水般嘗試一下 How Well the Brand Is Leveraged in the Trade Environment Channel 銷售渠道 ? Focuses on extremes (hawker centres Westernstyle pubs), leaving middle ground Chinese night spots underleveraged 集中在終端 ? Younger drinkers surprised if Guinness is not available but five outlet switch brands 沒有“ Guinness”年輕人會很驚訝，但會原諒通路而轉(zhuǎn)換品牌 Whether the Brand Presents a Clear Consistent and Differentiating Presence Visual 視覺 ? Blackness is visibly different, striking and signifies masculinity 黑色是視覺差異， 意味著男性 ? Inbar signage is dusty 酒吧內(nèi)的象征是灰塵 Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives Goodwill 商譽 ? Campaign approach irreverent, but doesn?t do much for the munity at large 廣告方式有點叛逆、不尊重的感覺，但并沒有太過分 ? But awareness of Irish pubs introduces an ?authentic? feel which appeals to the young 愛爾蘭酒吧帶來可信的感覺，