奥美360度品牌管理教学提纲.ppt

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1、奥美360度品牌管理DoYouFeelThatYouAre.你是否觉得你是.Intherightindustry?在一个正确的行业工作?Withtherightagency?在一个正确的公司工作?Attherighttime?在正确的时间?360360DegreeBrandingisaterrificopportunityforDegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselvesourbrands,ourclients&forourselves对品牌、客户和我们自己而言，对品牌、客户和我们自己而言，36

2、0360度品牌管理是一个巨大的机会度品牌管理是一个巨大的机会 IndividualPre-sessionExercise:FramingtheAgenda个人练习：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful基于你对360度品牌管理的了解，在卡片上写下你认为带来成功的三个主要观点Anissueissomethingwehavetodosomethingabout观点是一些我们必须要做的事情

3、,它包含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件事情之间我们需要做的平衡Agenda议程Introduction-thewhyandthewhat为什么会有360度，什么是360度TheHow-fourpartsof360thinking如何运用（360度思考的四个部分）Challenge挑战BrandPrint品牌写真Idea想法BrandWorld品牌世界Why360DegreeBranding?为什么产生360度品牌管理？WorldwideTaskForceReport:TwoYearsA

4、goWeoperateinsilos我们在井中作业Ourbusinessisbeingpusheddownstream我们的事业正走向下游ManagementconsultancythreatwithCEOlevelcontacts管理顾问公司威胁到CEO层面的接触RecommendationRecommendation 建议建议Focustheagencyon360DegreeBrandingasawayofaddingFocustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstreamvalueandgetti

5、ngbackupstream将公司集中到将公司集中到360360度品牌思考度品牌思考,以增加我们的价值以增加我们的价值,让事业重新走让事业重新走向上游向上游Direct relatedtonewdistributionHighendPRCEOBrandManager品牌经理品牌经理Marketing Director行销总监行销总监Strategic策略的策略的Operational运作的运作的Tactical战术的战术的DirectAdvertisingSalesPromotionLowendPRNeeds需求Weareintheknowledgebusiness我们处在一个需要知识的行业W

6、eneedmoreknowledge我们需要更多的知识Weareintheideasbusiness我们处在一个需要想法的行业Weneedmoreideas我们需要更多的想法Weareinthebrandbusiness我们处在一个建立品牌的行业Weneedmoreinfluenceonthetotalbrand我们需要在整个品牌上有更多的影响力WhatSortofCompanyDoWeWanttoBe?我们希望成为一个怎样的公司？TheUnlimitedBrandCompany无限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通过360度思考跨越

7、专业Wecrossborders跨越边界Wechallengebarriers挑战障碍Wetakeitallthewaythrough我们全方位运用Insight.Ideas.Execution.Evaluation洞察IDEA执行评估Webuildthebrandtoitsfullpotential我们将品牌建立至极限Imagine all communications reflecting the same deep insight试想一下,所有的传播都反映到相同深度的洞察Imagineall media contributing to the campaignas a whole试想一下

8、,所有媒介都整体贡献在传播活动上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲学Periodofdebate-keepindividualdisciplines保持独立的原则Experimentsonhowtoworktogetherdifferently尝试如何共同协作Gainsonkeyaccounts来自重要客户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media

9、-tisingOneRelationsIdentityPromotionBuyingAustraliaBangladeshChinaHongKongIndiaIndonesiaJapanMalaysiaNewZealandPakistanPhilippinesSingaporeSouthKoreaSriLankaTaiwanThailandVietnamOgilvyResourcesinAsiaPacific奥美在亚太区的资源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行360度品牌管理的障碍Threetoo

10、lstohelpremovetheobstacles三个帮助消除障碍的工具Changedstructure改变的结构BrandTeams品牌团队BrandProfit&Loss(P&L)品牌损益CREATIVE（创意）Adv广告Finance,AdminandITpartners（财务、行政、IT部门）SalesPromotion销售推广Head主管Head主管Head主管Head主管One直效行销PublicRelations公共关系Identity视觉设计Head主管HEADOFCOUNTRY（地区主管）IMAGINEERSIMAGINEERSMulti-disciplinaryMulti

11、-disciplinaryBrandTeamsBrandTeams 多元化品牌团队多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（360度代理商的结构）TheBrandTeam品牌团队Aleaderwholeads一个品牌领导者Teammemberswhoconnect接触紧密的成员Sittingtogether,ideally理想状况下，应该坐在一起TheBrandP&L品牌损益Shareofclienttarget分享客户的目标AP&Lwhichreportshorizontally垂直报告的损益Jobstrackedatanindi

12、viduallevel工作遵循独立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根据时间花费进行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&LBrandP&L品牌损益品牌损益CountryCountry P&LP&L地区

13、损益地区损益地区损益地区损益AgreedStructurefora360DegreeAgency（360度代理商结构）What360DegreeDoesForUs360度可以为我们做什么？WhatistheTerritoryofaBrand?一个品牌的版图是什么？Sixincheswide6英寸宽GreyandwetMysteriousLineextensions产品延伸Salespromotion促销活动Serviceexperience服务经验Wordofmouth口碑Receptionistsstyle接待人员的风格Prejudices偏见Quality质量Designandcolour

14、设计和色彩Packaging包装Retailenvironment零售环境Deliverytrucks送货车Yourshowrooms展示厅Corporatereputation企业声誉Telemarketingscripts电话行销记录Taste口味Price价格ThewaythetelephoneisansweredSocialattitudes社会态度Collectivememory记忆累计Governmentendorsement政府认可Newsmedia新闻媒体Employeerelations雇员关系ABrandIsTheTotalityOfWhatTheCustomerExper

15、iences一个品牌是消费者所经历的总和In360Degree在360度过程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消费者与品牌的每一次接触机会Youmustcustomizethemessageforeachencounter针对每一次机会，设计需要传达的信息Youarearrangingtheencounterstomakesuretheyenrichthecustomersoverallexperiencewithabrand设计安排这样的机会，以保证可以增加消费者与品牌的经验A3

16、60DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度品牌管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最

17、有效的接触点，将我们的努力集中在这些方面360DegreeBrandStewardship360度品牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和消费者之间的关系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客户的市场份额，利润和股票价格AddsfutureClientvaluebydrivingnewopportunities通过驱动新的机会来增加未来客户价值Allowsustobewellpaidforusingourcreativit

18、yinthepursuitofthiscause让我们得到更好的利润回报Our360DegreeBrandThinking360度品牌思考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsl

19、oganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的广告是写在报纸上的平面广告AlongCameTVWhichWorkedtotheSameBasicShape伴随电视的诞生，广告工作仍然保持基本形状SoHeadsStartedtoBecometheSameShape因此，头脑也逐渐变成同样的形状ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquar

20、eHoles以适应同样形状的广告简报SoAdmanLookedLikeThis所以，广告人看起来都是这个样子的ThenAlongCameSomeOtherSortsofBriefs随着其他类型简报的产生Direct直效行销PublicRelations公共关系SoDifferentShapedHeadsWereRequired导致对不同形状头脑的需求ToMakeuptheFullOrchestraofDisciplines为建立整个管弦乐队SpecialisationCanCreateWalls&Silos专业化创造墙和井Silo?井？Alargetowerforthestorageofgra

21、inorcement一个储藏谷物或水泥的塔形建筑Nowindowstolookinoroutof没有窗可以从里面看到外面或从里面看到外面PlusOtherSortsofBriefs加上其他类型的简报OldIntegration以前的整合Eachdisciplinesitsinasilo每个专业都坐在井里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在主导专业中发展（通常是广告）Theleaddisciplinedevelopsitsidea(usuallytelevision)主导专业发展它的“IDEA”（通常是电视）Ot

22、herdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他专业在既定的“IDEA”下，被要求根据它发展统一的外观和感受（通常离最后期限很接近）WhatsChanged引起哪些变化？Risingcostoftelevision抬高电视的费用Mediafragmentation媒介破碎分离Newmedia-Internet,cable,videoondemand新媒体的诞生-互联网、有线电视、点播录像Importanceofendorsement背书

23、的重要性Searchforbettervaluefrombrandspending在品牌投资中寻求更好的价值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking为实行360品牌思考，我们需要改变我们头脑的形状?TheNew360DegreeBrandingApproach新的360度品牌建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint开始即以品牌团队进行工作，在一个原则下

24、进行思考-多样的方法，以品牌写真为依据ComeupwithabigIdea产出一个“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeopleslives选择接触点，加强品牌在人们生活中的融入度TheNew360DegreeBrandingApproach新的360度品牌建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether确保所有可执行元素间的相互影响，以使品牌IDEA诞生，无论single,dualorm

25、ultipledisciplinesareused是否运用到单一、双重还是多元的专业Ogilvycompaniesdeliveralltheexecutionsornot是否所有的执行工作都由奥美的公司完成The best chance of being 360 Degree is when you have a very strong idea.If its strong,it will start to happen naturally“成为360度的最大机会是当你有一个很强的IDEA，如果IDEA够强，它会很自然成为 360度。”ShellyLazarusToGoAlongWithOur

26、NewHeadsWeNeed为了配合我们的新头脑，我们需要：Stimulitoprovokenewthinking激发新思维的工具Newwaysofworkingtogetherthat新的协作方式usethefullresourcesoftheBrandTeam运用品牌团队的所有资源avoidwheel-spinningandduplicationofeffort避免重复劳动maximiseourcreativity最大化我们的创造力ToGoAlongWithOurNewHeadsWeNeed为了配合我们的新头脑，我们需要：Practicetoensurewecan锻炼可以保证我们pickt

27、heroughdiamondsfromtherivergravel在沙砾中筛选出钻石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，给予我们的品牌真正的光彩Casestoinspireusalongtheway案例可以激发我们BiggestRecipeforDisaster导致灾难的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess丧失对结果的预见，沉迷在过程中间thinkingthatthejobcanbedoneif

28、wejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答一系列问题，填完一些表格即可让工作得以完成OtherRecipesforDisaster其他导致灾难的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己个人作业要比品牌团队作业来得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebr

29、andmoreinvolvedinpeoplesreallives罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序Seeing360Degreeascross-sellingorjustcarvingupabudget 将360度看作跨领域销售或仅仅作为瓜分预算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考与整合概念的差异性度品牌思考与整合概念的差异性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodob

30、utdontnecessarilysolvethecriticalissue罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的Nostrategicguidingprinciple没有策略指导原则IdeaactsassuperficialbadgingdeviceIDEA仅作为表面的东西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解决品牌面临的主要挑战Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下运作，从不

31、同角度达到目的Drivenbyanidea,whichitextends以可延伸的IDEA为指导WeAssumeThatWeHaveAlreadyDoneOurHomework我们假设我们已经做完我们该做的功课Some agencies scorn research,marketing and homework.They skid around on the surface of irrelevant brillianceAt Ogilvy we ask you to do your homework and create brilliant campaignsDavidOgilvySeque

32、nceOf360DegreeBrandThinking360度品牌思考的顺序In360Degreethinkingeverythingconnectswitheverythingelse在360度思考中，每件事情之间都有关联Thereisanaturalsequencefortheteamtomovethrough存在一个自然顺序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我们仍然需要不是回顾前阶段的洞察，以

33、提供刺激材料和确保每件事配合得很好，确保他们的一致性。TheElements主要元素BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点ChallengeChallenge挑战挑战BrandPrintBrandPrint品牌写真品牌写真IdeaBrandBrandWorldWorld品牌世界品牌世界ExecutionsExecutions执行执行DiscovertheChallengefacingthebrandina360Degreeway从360度的角度，发掘品牌面临的挑战DescribetheBrandsDNA描述品牌的DNAChallenge挑战B

34、randPrint品牌写真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化WhatWeNeedIdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway从360度的角度，收集、整理

35、、解释关于品牌的各种讯息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消费者与品牌的独特关系Definingtheareaswherethebrandcanintensifytheimpactithasonpeopleslives确定品牌可以增强其对人们生活影响的接触点HowWeGetThere如何达到？2FromBrandScantoChallenge从品牌扫描到挑战WheretheBrandsProblemsLie品牌的问题在哪里？BrandScan品牌扫描Challenge挑战Equities资产A36

36、0Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一个360度的品牌是不同内在相关的优势和资产的组合Weusesixequitiestolookatabrandinacomprehensiveway我们运用六个方面来观察一个品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健康检查，我们得到每个方面品牌的优势和弱点Image形象Goodwill商誉Product产品Customer消费者Visual视觉Channel销售

37、渠道ACompositeofSixInterrelatedEquities6个方面资产的组合TheBrandTeamNeedsToKnowProduct产品Howtheproductperformancesupportsthebrand产品的表现如何支持品牌？Image形象Whetherthebrandsimageisstrongandengaging是否品牌形象很强并且吸引消费者？Customer消费者Howstrongthebrandscustomerfranchiseis品牌消费者的特权有多强？TheBrandTeamNeedsToKnowChannel销售渠道Howwellthebra

38、ndisleveragedinthetradeenvironment通路环境对品牌的影响如何？Visual视觉Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否品牌具有清晰、持续和差异化视觉形象Goodwill商誉Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否品牌被“影响者”和社会团体所认可？RecognisethisBrand?辨认这个品牌WhatAreItsEquities?什么是它的资产？Unusuallyt

39、hisBrandwasbuiltwithnoadvertisingsupport通常这个品牌没有广告的支持HealthCheck:AmexversusDinersinHongKongAmex和Diners品牌健康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和HSBC品牌健康检查ImageGoodwillProductCustomerVisualChannelImageGoodwillP

40、roductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有当我们了解品牌在6个方面的强、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我们才能决定做些什么可以让品牌变得更强大AndcanwedefinetheChallengefacingthebrand我们才能确定品牌面临的挑战Equities资产Equitiesarenotdisguisesforgroupcompan

41、iesorcommunicationdisciplines资产不是一群公司或多种传播方法的伪装However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的方法在某些资产方面会比其他的方法更有影响力WhatWeUsetoHelpDiscovery我们运用什么来帮助发掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我们的基本知识背景和关于品牌的功课AfacilitatedmeetingoftheBrandTeamincluding

42、MindShare具有促进作用的品牌团队会议（包括传立）Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激发思考和讨论的“扑克牌”AndtheCompassDialasavisualprompt视觉化工具“指南针”StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌”中的问题：产品层面Whatmakesth

43、isproductsuperiortothecompetition?这个产品优于竞争品牌的原因有哪些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?产品的表现符合在所有方面的期望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？StimuliQuestionsintheShuffleDeck:ProductEquity“扑克牌”中的问题：产品层面Doe

44、sthisproducthavetheoptimumprice-valueequation?是否这个产品具有最佳的价格-价值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系列产品，他们是否让主张变得更清晰或者更混乱？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以自由发挥，是否有任何你希望改变的方面，（包括

45、：设计、尺寸等），让这个产品更具吸引力？Example:JaguarIsaQuirkyBrand例子：Jaguar是一个诡异的品牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形象层面Arethevaluesorattitudesthisbrandownsrelevanttothemarket

46、today?品牌所拥有的态度和价值是否与今天的市场有关？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引领或追随在市场中的潮流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人与品牌最接近？部分人群还是广泛的人群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?与竞争品牌相比，品牌的风格独特到哪种程度？StimuliforImageEquity形象层

47、面Isthereastrongideaunderpinningthebrandsimage?在品牌的形象背后，是否存在一个很强的“IDEA”？Towhatextentisthebrandsshareofvoiceaninfluenceonitsimagestrength?品牌的“SOV”对品牌强弱的影响有多大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？Example:Pon

48、dsSkinLighteninginJapanWeigheddownwithagrandmotherscoldcreamreputation重负“祖母的冷霜”的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性DoubleWhiteskinlighteningcreammadePondsonceagainseemaninnovator(afterfollowingthetrendsforageneration)双重美白

49、霜让Ponds又一次被看作创新者StimuliforCustomerEquity消费者层面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的自然使用者中，本品牌是否被广为接受？Inlookingfornewcustomers,towhatextentisthebrandtargetingi

50、tsbestvolumeopportunity?在寻求新的消费者时，品牌目标达到它潜力的多少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?谁对品牌更有影响力？品牌使用者还是品牌的购买者？StimuliforCustomerEquity消费者层面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠实消费者对品牌的价值是什么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalof