365度品牌培训讲义

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,VictoriasSecret:Objective,Get men tobuywomen,s underwear.,让男人去买,女,女人的内衣.,.,as gifts for women,作为给女人,的,的礼物,So where can wefindattentivemen?,哪里可以找,到,到专心的男,人,人？,And now for something,completelydifferent,Fashion show,时装秀,Webcast,网络,Superbowlad,Superbowl,广告,Do aworld,s first,and publicise it.,开创先例，,并,并且,让公众知道,Lead,Ideas,Intensificationby weaving theideas together,将,将不同的IDEA组织,在,在一起,Publiciseunheard-ofresponseto worldsfirst online fashion show advertised duringthe SuperBowl,在,Superbowl,期间发布广,告,告，告知,公,公众世界上,第,第一个网上,市,市装秀,Problem:response levelscrashed the system!,难题：系,统,统崩溃！,Summary小结,Interplayand intensificationimprove results,相互影响和,强,强化提升最,终,终结果,BrandWorld isa sensorysurround that maximizes involvementthrough picking points of contactwhichwillintensifyinvolvement and workingthe interplay between them,品牌世界时,一,一个感觉的,世,世界，它,通,通过选择不,同,同有相互影,响,响的接触点,，,，加强消费,者,者对品牌的,投,投入度,Day in a Life,Snap,Points ofContact and the Strategic Impact Matrixare360tools,各种360,度,度思考的工,具,具,GroupExercise3分组练,习,习,Go back into your groups,回到你的小,组,组,Explore the Brand World for your brand,发掘你们品,牌,牌的品牌世,界,界,Generate Pointsof Contact optionsand evaluate them using the Strategic ImpactMatrix,产出接触点,并,并运用策略,矩,矩阵加以评,估,估,Report back inone hourstime1,小时后报告,Conclusion,结论,DiscoveredtheChallenge,facing thebrand in,a 360Degree way,Describedthe Brands DNA,Challenge,挑战,BrandPrint,品牌写真,BrandWorld,品牌世界,Created aworldwhich maximises theinterplaybetween the brand and its customers atvarious pointsof contact,WhatWe Have Done我们,学,学习了什么,？,？,Idea,BrandAudit,品牌检验,BrandScan,品牌扫描,Points ofcontact,接触点,Gathered,ordered,and interpreted,information about the,brandin a360,Degree way,Understoodtheunique,relationship between,the brandand,its customers,Defined the areas where the brand can intensify the impact it hason people,s lives,How We GotThere如何得,到,到？,Sequence 顺,序,序,BrandScan,品牌扫描,BrandAudit,品牌检验,Points ofcontact,接触点,Challenge,挑战,BrandPrint,品牌写真,Idea,Brand World,品牌世界,Executions,执行,Why We Have Done It,为,为什么我们,这,这样做？,Created great ideasthatmoveour brandsahead ateachpointof contact betweenthe brandand its customers,在品牌和消,费,费者的每个,接,接触点，,创,创造可以让,品,品牌前进的,伟,伟大,IDEA,Selected the richestpoints ofcustomerinvolvement onwhichto focusour efforts,选择消费者,投,投入度最高,的,的接触点，,让,让我们将,力,力量集中在,那,那里,Thus,因,因此,Improved the relationshipbetween clients andtheir customers,提升客户和,他,他们消费者,之,之间的关系,IncreasedClient value interms ofmarket share,profitandshareprice,提升客户的,价,价值，通过,市,市场份额、,利,利润和股价,Addedfuture Clientvalueby driving newopportunities,通过驱动新,的,的机会增加,客,客户未来的,价,价值,Allowed usto be well paid forusing ourcreativity inthe pursuit ofthiscause,让我们有更,好,好的回报,Why We Have Done It,为,为什么我们,这,这样做？,Created great ideasthatmoveour brandsahead ateachpointof contact betweenthe brandand its customers,在品牌和消,费,费者的每个,接,接触点，,创,创造可以让,品,品牌前进的,伟,伟大,IDEA,Selected the richestpoints ofcustomerinvolvement onwhichto focusour efforts,选择消费者,投,投入度最高,的,的接触点，,让,让我们将,力,力量集中在,那,那里,Thus,因,因此,Improved the relationshipbetween clients andtheir customers,提升客户和,他,他们消费者,之,之间的关系,IncreasedClient value interms ofmarket share,profitandshareprice,提升客户的,价,价值，通过,市,市场份额、,利,利润和股价,Addedfuture Clientvalueby driving newopportunities,通过驱动,新,新的机会,增,增加客户,未,未来的价,值,值,Allowedus to bewell paid for usingourcreativityin the pursuit of this cause,让我们有,更,更好的回,报,报,WasIt Worthit?,它,它值得,吗,吗？Is therea 360 DegreePlus?,Is thereinterplay between the elements?,在主要元,素,素健是否,有,有相互影,响,响？,Areweintensifyingtheidea?IDEA,有,增,增,强,强,吗,吗,？,？,Isitpracticalandaffordable?,它,实,实,际,际,吗,吗,？,？,负,负,担,担,得,得,起,起,吗,吗,？,？,Willitbuildthebrand?,它,是,是,否,否,会,会,建,建,立,立,品,品,牌,牌,？,？,Ifnotstartagain,PuttingItAllTogether,将,将,所,所,有,有,的,的,东,东,西,西,放,放,在,在,一,一,起,起,Draw amap to showhow everythingfitstogether,画个,图,图看,一,一下,，,，每,件,件事,如,如何,相,相互,配,配合,Thinkhowyoucancommunicatetoyourclientinacompellingway,想一,下,下，,如,如,何,何与,你,你的,客,客户,沟,沟通,CurrentRetrospectiveCases,案,案例,回,回顾,AmexBlueinSingapore,AMildinIndonesia,IBMebusinessinChina,LeftBankCafinTaiwan,MildSevenInChina,MiloinThailand,Pond,sPoreStripinthePhilippines,SanyuanMilkinChina,SpeedPostinHongKong,KotexWhiteinKorea,2.,Talkto,eachother,彼此,交,交谈,3.,Know,enough,足够了解,1.,Attitude,Attitude,Attitude,态度,7.,Justdoit,4.,Focus on,output not,process,重点是产,出,出,不是过程,6.,Rebuildthe,plane asyou,flyit,5.,Do things,differently,做些不一,样,样,的事情,Keymessages,to takefrom,fromthis session,本次课程,的,的,主要讯息,Closing结,束,束语,360,Degree Brandingis morecomplicatedbutnotthatcomplicated360,度有点复,杂,杂，但并,不,不是很复,杂,杂,Thebasis istwogroup meetings-frontandback,基础是两,次,次团队的,会,会议（前,期,期和后期,）,）,It doesn,t happen naturally,它不会自,然,然的发生,Thebigenemy isintegration,最大的敌,人,人是整合,RedFireisthepassionthatdrivesus,红,色,色,火,火,焰,焰,是,是,驱,驱,动,动,我,我,们,们,的,的,热,热,情,情,Pre-eminentcreativeforce,卓,越,越,的,的,创,创,意,意,力,力,量,量,Bestpeople,最,好,好,的,的,人,人,员,员,Mostvaluedbythosewhomostvaluebrands,被,珍,珍,惜,惜,品,品,牌,牌,的,的,人,人,所,所,赏,赏,识,识,360,DegreewithoutRedFirerevertsbacktointegration,没,有,有,红,红,色,色,火,火,焰,焰,的,的360,度,度,将,将,会,会,回,回,到,到,整,整,合,合,的,的,