【正文】 in mind e up with a brand idea 現(xiàn)在產(chǎn)出一個(gè)品牌 IDEA ? Report back in half an hour 半小時(shí)后報(bào)告 Seven Secrets for Great Ideas 杰出的 IDEA得七個(gè)秘訣 1. Defining the characteristics of great ideas in the abstract will not help you create one in the slightest 從理論上去定義杰出的 IDEA的特性，不會(huì)幫助你創(chuàng)造出杰出的 IDEA。 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)。 Seven Secrets for Great Ideas 4. There are a hundred stages during which good ideas can be lost, most of them internal 有很多階段，好的 IDEA會(huì)被放棄， 大部分是在我們內(nèi)部 5. Clients assess ideas relatively not absolutely 客戶不會(huì)絕對(duì)的評(píng)估相關(guān)的 IDEA 6. Research can kill good ideas but it can also save them 調(diào)研可以殺死好的 IDEA， 但也可以拯救它。 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。 Communicatio 360度的傳播 ? Creates a Brand World which involves the customer 創(chuàng)造一個(gè)融入消費(fèi)者的品牌世界 ? An experience of the brand, not just the delivery of a munication 品牌的體驗(yàn) , 非僅僅訊息的傳遞 Greater Involvement Is About 較強(qiáng)的融入度是關(guān)于 ? Intensity 密集度 A particular point of contact making the idea shine brighter and thus involving the customer more 可以讓品牌 IDEA發(fā)光的接觸點(diǎn) , 同時(shí)讓消費(fèi)者融入更深 . ? Interplay相互影響 Different points of contact working together for greater overall involvement 不同接觸點(diǎn)共同作用 , 以達(dá)到最大的融入度 . Multiple Connections 多維聯(lián)系 The idea connects with the customer in multiple ways creating a sensory surround IDEA以多種方式與消費(fèi)者相連接 , 創(chuàng)造整體感受 In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接觸點(diǎn) , 消費(fèi)者與品牌有不同的接觸狀況 We can create interplay between the encounters 我們可以創(chuàng)造它們之間的相互影響 We can use this interplay to intensify involvement 我們可以運(yùn)用這些相互影響加強(qiáng)品牌的融入度 Launching a New Low Cost Credit Card :The Old Way 低費(fèi)用信用卡上市 (舊方式 ) ? Launch TV mercial 上市電視廣告 ? Simultaneous press conference 同時(shí)舉辦新聞發(fā)布會(huì) ? Mail pack carries still from TVC 郵件外表來(lái)自 TVC This may be integration: it is not 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 custom