奧美360度品牌管理(ppt90頁)-免費閱讀

　　

【正文】 :16:3320:16:33January 23, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 2023年 1月 下午 8時 16分 :16January 23, 2023 ? 1少年十五二十時，步行奪得胡馬騎。 下午 8時 16分 33秒 下午 8時 16分 20:16: ? 沒有失敗，只有暫時停止成功！。 20:16:3320:16:3320:161/23/2023 8:16:33 PM ? 1以我獨沈久，愧君相見頻。 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。 鎖上左腦，打開右腦。 Communicatio 360度的傳播 ? Creates a Brand World which involves the customer 創造一個融入消費者的品牌世界 ? An experience of the brand, not just the delivery of a munication 品牌的體驗 , 非僅僅訊息的傳遞 Greater Involvement Is About 較強的融入度是關于 ? 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發光的接觸點 , 同時讓消費者融入更深 . ? Interplay相互影響 Different points of contact working together for greater overall involvement 不同接觸點共同作用 , 以達到最大的融入度 . Multiple Connections 多維聯系 The idea connects with the customer in multiple ways creating a sensory surround IDEA以多種方式與消費者相連接 , 創造整體感受 In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接觸點 , 消費者與品牌有不同的接觸狀況 We can create interplay between the encounters 我們可以創造它們之間的相互影響 We can use this interplay to intensify involvement 我們可以運用這些相互影響加強品牌的融入度 Launching a New Low Cost Credit Card :The Old Way 低費用信用卡上市 (舊方式 ) ? Launch TV mercial 上市電視廣告 ? Simultaneous press conference 同時舉辦新聞發布會 ? Mail pack carries still from TVC 郵件外表來自 TVC This may be integration: it is not 360186。 。 :16:3320:16:33January 23, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 :16:3320:16Jan2323Jan23 ? 1越是無能的人，越喜歡挑剔別人的錯兒。 2023年 1月 23日星期一 8時 16分 33秒 20:16:3323 January 2023 ? 1一個人即使已登上頂峰，也仍要自強不息。 , January 23, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 :16:3320:16Jan2323Jan23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 :16:3320:16:33January 23, 2023 ? 1他鄉生白發，舊國見青山。 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會被放棄， 大部分是在我們內部 5. Clients assess ideas relatively not absolutely 客戶不會絕對的評估相關的 IDEA 6. Research can kill good ideas but it can also save them 調研可以殺死好的 IDEA， 但也可以拯救它。Revised Brand Audit Questions 修正后的品牌檢驗問題 Thinking about the specific things that trigger this brand’ s identity in your mind… 想象一下哪些可以讓你辨認出這個品牌的一些特定的事務 ? When you hear the brand’ s name, what immediately springs to mind? 當你聽到這個牌子的名字，那些東西會立刻出現在你的腦海中？ ? What else?還有呢？ – visuals or images?視覺和形象？ – packaging or product elements?包裝和產品元素？ – bits of munication?傳播的片斷？ – signs or symbols?標志和符號？ – other brand lore?其他有關品牌的部分？ ? What kind of people do you associate with the brand, and how do you feel about them? 哪種類型的人會讓你與這個品牌聯系起來？你對這些人的感覺如何？ Thinking about the feelings and emotions the brand evokes in you … 想象一下這個品牌給你帶來的感受和情緒 …… What specific feelings and emotions do you experience in connection with using this brand? 當你和這個品牌有聯系時，你體驗到那些特別的感受和情緒？ ? What personal memories, experiences or associations does this brand bring to mind? 這個品牌讓你回憶起哪些個人的記憶、體驗或聯想？ ? What does this brand do for you in your life that other brands don’ t? 這個品牌在你的生活中做了哪些其他品牌無法做的事情？ – what unique contribution does it make? 它帶來哪些獨特的地方？ – what special perspective does it give you about using the category? 它帶給你哪些有關試用這個類別產品的特殊的觀感？ Now stepping out of the role of the brand’ s user, and considering all the implications of these insights … 現在走出品牌使用者的角色， 考慮所有這些消費者洞察的啟示 ? What do these insights suggest or signal about the brand? 這些消費者洞察暗示了這個品牌的哪些方面？ ? What is the mood of the brand? 這個品牌的情緒是怎樣的？ ? How do the feelings and emotions this brand evokes differ from those its leading petitor evokes? 這個品牌引起的感受和情緒與其它主要競爭品牌帶來的有哪些不同的方面？ Brand Audit Helps Us Define the Unique Relationship Between the Customer and the Brand 品牌檢驗幫助我們確定消費者與品牌之間的獨特關系 The brand’s DNA expressed in a written 書面表達的品牌 DNA BrandPrint 品牌寫真 When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words 當你開始寫品牌寫真時，你開始幾乎一定會從運用很多詞句進行描述 Chivas Regal: Thailand Chiivas is the night. A palet of flickering neon and blinking car lights. The blast of raw music as you swing through the doors of a crowded friendly pub. Chivas is never wanting the night to end. Because Chivas is camaradie. A clutch of true friends forever. The subtle splash of Chivas over ice underlining a burst of uninhibited laughter. The stuff our fondest memories are made of. And Chivas is irrevocably right. it imparts an elitist spirit to the people who drink it The whisky preferred by contenporary, affluent young men. . . which women are only too happy to share When Looking at and Evaluating BrandPrints 當你細看及評估品牌寫真時 ? Remember Neil French’s story of the brilliant carver of wooden elephants 記住 Neil French 關于偉大的木象雕刻匠的故事 ? His secret for making perfect elephants wa