奧美 360度品牌管理(ppt 90頁(yè))-預(yù)覽頁(yè)

　

【正文】 Pareto A Definition From The Creative Director of JWT in the Nieen Twenties In advertising an idea results from a new bination of specific knowledge about products and people with general knowledge about life and events 在廣告中， IDEA來(lái)自于對(duì)產(chǎn)品知識(shí)的了解和對(duì)生活和事件有常識(shí)的人兩部分的組合 James Webb Young Putting the Elements Together…. Our Definition我們的定義 An unexpected bination of different thoughts which puts a particular thing in a new and involving context 不同想法的一個(gè)意想不到的組合，它將一個(gè)特定的事物放在一個(gè)新的聯(lián)系中 Or, To Put It Another Way 或者從另一個(gè)角度 Making the familiar 讓熟悉的事務(wù) and the strange familiar 和陌生的事物變得熟悉 Think of Some Examples Of ideas that grew out of ? bining familiar things in an unfamiliar way or 將熟悉的事物用不熟悉的方法組合起來(lái) ? seeing the familiar in an unfamiliar way 用不熟悉的方法看熟悉的事物 Exercise 2 IBM Launch What Is an Idea? Show Films So What Was The IBM Idea IBM的 IDEA是什么？ IBM Idea Unexpected users, everywhere, are enfranchised by technology 意想不到的使用者， 在任何地方，被技術(shù)賦予同樣的權(quán)利 Putting This into the Context of 360 Degree Brand Thinking 將這些放在 360度思考的框架內(nèi) ? Challenge挑戰(zhàn) – In order to meet our objective we have to… 為了達(dá)到我們的目標(biāo)，我們必須 …... ? BrandPrint品牌寫(xiě)真 – a description of the Brand’s DNA 品牌 DNA的描述 ? Idea – the unexpected bination of different thoughts which puts the brand in a new and involving context ? Execution執(zhí)行 – the techniques, properties and production values which convey the idea 可以傳達(dá) IDEA的技術(shù)、道具、制作等 IBM ? Challenge挑戰(zhàn) – IBM as the underlying fabric of the information age IBM作為信息時(shí)代的基石 ? BrandPrint品牌寫(xiě)真 – magic I can trust 我可以相信的魔力 IBM ? Idea – unexpected users, everywhere, are enfranchised by technology 出乎意料的使用者 , 在任何地方 , 被技術(shù)賦予同樣的權(quán)利 ? Execution (advertising) 執(zhí)行 (廣告 ) – subtitles provide a vehicle for overlaying technospeak on ordinary speak Exercise 3 in Pairs How would you translate the IBM creative idea into a poster? 如何將 IBM創(chuàng)意 IDEA轉(zhuǎn)化成 海報(bào) ? Taking Ideas Across Disciplines or Media ? Translation adaptation only 轉(zhuǎn)化 ? Stretching extending the idea in some 延展性 way, or using the new context to present the idea in a different light ? Interplay making the Idea have impact in a 相互影響 different or deeper way Execution 執(zhí)行 ? Techniques are not ideas 技術(shù)不是 IDEA – demonstration展示 – slice of life生活片斷 – endorsement by personality 個(gè)性的背書(shū) A property is an executional ponent that in time starts to signify the idea Ideas and Execution Idea Weak弱 Strong強(qiáng) Execution Great 杰出 Poor 較差 Exercise 4 ? Pick the brand assigned to your group 根據(jù)每組指定的品牌 ? You have already identified the key challenge facing the brand and have established its brand print. 你們已經(jīng)確定品牌所面臨的挑戰(zhàn)，同時(shí)完成其品牌寫(xiě)真 ? Not keeping that 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。 鎖上左腦，打開(kāi)右腦。散步、沖涼、喝幾杯葡萄酒 ……. ? Mindset is critical. Lock up the left brain, unlock the right 思維設(shè)定很重要。 World 360度世界中的 IDEA Unless your advertising is built on a Big Idea it will pass like a ship in the night David Ogilvy How to create Advertising that Sells 360? is just a pass and an empty ocean without a Big Idea Why 為什么？ ? 360186。 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(xiě)真 ? Putting the BrandPrint together with the Challenge sparks the Idea 品牌寫(xiě)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。 20:16:3320:16:3320:161/23/2023 8:16:33 PM ? 1以我獨(dú)沈久，愧君相見(jiàn)頻。 2023年 1月 23日星期一 下午 8時(shí) 16分 33秒 20:16: ? 1比不了得就不比，得不到的就不要。 下午 8時(shí) 16分 33秒 下午 8時(shí) 16分 20:16: ? 沒(méi)有失敗，只有暫時(shí)停止成功！。 20:16:3320:16:3320:16Monday, January 23, 2023 ? 1不知香積寺，數(shù)里入云峰。 2023年 1月 下午 8時(shí) 16分 :16January 23, 2023 ? 1少年十五二十時(shí)，步行奪得胡馬騎。 20:16:3320:16:3320:161/23/2023 8:16:33 PM ? 1越是沒(méi)有本領(lǐng)的就越加自命不凡。 :16:3320:16:33January 23, 2023 ? 1意志堅(jiān)強(qiáng)的人能把世界放在手中像泥塊一樣任意揉捏。 下午 8時(shí) 16分 33秒 下午 8時(shí) 16分 20:16: MOMODA POWERPOINT Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus. 感 謝 您 的 下 載 觀 看 專(zhuān)家告訴