365度品牌管理(英文)

To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功运用360度品牌思考，我么必须清楚
Think 360 Degree from the beginning 从一开始就从360度角度思考问题 360 Degree thinking is not linear 360度思考不是线 性的
Thuationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股 价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价 值 Allowed us to be well paid for using our creativity in the pursuit of this cause
Why We Have Done It 为什么我们这样做？
Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点， 创造可以让品牌前进的伟大IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我们 将力量集中在那里
品牌检验
Brand Scan 品牌扫描 Points of contact 接触点
Defined the areas where the brand can intensify the impact it has on people’s lives
Sequence 顺序
Brand Scan 品牌扫描 Challenge 挑战 Points of contact 接触点 Brand World 品牌世界 Executions 执行 Idea Brand Audit 品牌检验 BrandPrint 品牌写真
Intensification by weaving the ideas together将不同的IDEA组织在 一起
Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl 在Superbowl期间发布广告， 告知公众世界 上第一个网上市装秀 Problem: response levels crashed the system! 难题： 系统崩溃！
Thus 因此
Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股 价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价 值 Allowed us to be well paid for using our creativity in the pursuit of this cause
2. Talk to each other 彼此交谈 1.Attitude, Attitude, Attitude 态度
3. Know enough 足够了解
Key messages to take from from this session 本次课程的 主要讯息
4. Focus on output not process 重点是产出 不是过程
Current Retrospective Cases 案例回顾
Amex Blue in Singapore A Mild in Indonesia IBM e business in China Left Bank Café in Taiwan Mild Seven In China Milo in Thailand Pond’s Pore Strip in the Philippines Sanyuan Milk in China SpeedPost in Hong Kong Kotex White in Korea
Was It Worth it? 它值得吗？ Is there a 360 Degree Plus?
Is there interplay between the elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the brand? 它是否会建立品牌？ If not start again
7. Just do it
5. Do things differently 做些不一样 的事情 6. Rebuild the plane as you fly it
Closing结束语
360 Degree Branding is more complicated but not that complicated 360度有点复杂，但并不是很复杂 The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期） It doesn’t happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情
Conclusion 结论
What We Have Done 我们学习了什么？
Described the Brand’s DNA Discovered the Challenge facing the brand in a 360 Degree way
BrandPrint 品牌写真 Idea Brand World 品牌世界
Group Exercise 3 分组练习
Go back into your groups 回到你的小组 Explore the Brand World for your brand 发掘你们品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 产出接触点并运用策略矩阵加以 评估 Report back in one hours time 1小时后报告
–focus on output not process重点在产出，而不是过程 –don’t think about it as filling out a form or slavishly following a process不要看作填表或跟随流程
Think in the round - every thing connects with everything else 每件事情之间都有联系 The final communications programme may not necessarily use all the disciplines available only those that are appropriate最终传播活动可能不会
Summary小结
Interplay and intensification improve results 相互影响和强化提升最终结果 Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界时一个感觉的世界， 它通过 选择不同有相互影响的接触点，加强消费者对品牌的投 入度 Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360° tools 各种360度思考的工具
Why We Have Done It 为什么我们这样做？
Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点， 创造可以让品牌前进的伟大IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我们 将力量集中在那里
– Pre-eminent creative force 卓越的创意力量 – Best people最好的人员 – Most valued by those who most value brands被珍惜品牌的人所赏识
360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段