奧美360度品牌管理(ppt90頁)(完整版)

　　

【正文】 ip with the brand? 現實生活中發生的哪些事情，會影響到消費者與本品牌的關系 ? Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他們所認可的人或事本品牌可以學習、利用？ ? What is new in the marketplace that may influence the way they feel about the brand? 市場中的哪些新發展可能會影響到消費者對本品牌的感受？ ? What do you imagine the petition could get up to that could damage that relationship? 你想象一下， 競爭者做什么可能危及消費者與本品牌之間的關系？ Blue Deck Thinking About Where the Brand Could Identify With the Customer 思考在哪里品牌可以融入消費者 ? When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些時間，品牌的消費者對媒體最投入？（時間、地點、行為、態度） ? Is there a natural media fit between the brand and its customers’ lifestyles? 是否存在自然的媒介，讓品牌和消費者生活相聯系？ ? What is changing in the way the brand’s customers consume media? 本品牌消費者消費媒體的行為是否有所改變？ ? In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target audiences? 哪些方式可以讓媒體度身定做以加強消費者與品牌的關系？ a) 不同的訊息 b) 不同的目標對象 ? Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在選擇和運用媒體上，是否存在自然的順序，加強消費者對品牌的投入度 Red Deck More Obvious Points of Contact 明顯的接觸點 The outer rim of the dial 羅盤的外層 Less Obvious Points of Contact 不太明顯的接觸點 ? Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何讓品牌與消費者品牌世界產生聯系的東西都是媒體 For Example例如 ? Seagram Four Roses giveaway tattoos紋身 ? A potted plant 盆景 A Wine Cork 葡萄酒軟木塞 Have a Break 小憩片刻 Fun Fitness in an MTR Mirror Long, long, long, long life Duracell Duracell Placed After Weather Reports on a Pager Moving Through At this stage we have a number of possible points of contact through which the idea can connect with the customer 我們有一系列與 IDEA有關的品牌接觸點 How do we then pick the best bination of points of contact the Brand World we are creating? 我們如何選擇接觸點的最佳組合？ Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially Shelly Lazarus Evaluation 評估 ? Intensity of involvement 投入強度 How can a point of contact make the idea shine brighter? 接觸點如何讓 IDEA變得更精彩？ ? Interplay相互聯系 How can different points of contact work together for greater overall involvement? 不同的接觸點如何共同作用，讓整體品牌投入度最大化？ ? 靜夜四無鄰，荒居舊業貧。 ? Explore all sensory dimensions look, sound, smell, touch, taste探索所有感官的方面－看、聲音、味道、觸摸、品嘗 ? Feelings first, images next, descriptives last 第一是感覺、其次是形象、最后是描述 Writing a BrandPrint 撰寫品牌寫真 ? Avoid yetisms like 避免轉折語 – Traditional yet curiously modern 傳統 但 現代 – Young hearted yet appealing to all ages 年輕人的心 但 適合所有年齡人群 ? Avoid clich233。 …… 避免官腔 – In this fastpaced modern world, it’s nice to know that Brand Y is still offering Z benefit 在這個快節奏的現代社會， 品牌 Y還可以提供 Z這樣的好處真是太好 ? Watch tired language注意濫用的詞語 – Powerful OR Reliably effective OR Light, fine consistency 強有力的，或者可靠的效果，或者輕， 精美的結合 Avoid Tired Language… Get Some Freshness in Your Words 避免濫用的詞語－－你的詞匯應具有新意 ? Orange, loud, aggressive .... hell bent on getting rid of dirt, stains and odours (Radion) ? Hope without the hype .... a creamy concoction ... a handshake bargain (Dove) ? Squeaky clean powder that makes a noise like footsteps in crisp white snow (Birds) A Test for Recognising A Good BrandPrint 測試 ? Distinctive與眾不同 ? Clear清楚 ? Colloquial通俗的 ? Truthful誠實的 ? Colourful 有色彩 Aha! Competitive Advantages Of Brand Stewardship 品牌管家的好處 ? Open idea (not a black box) 開放的想法 ? Participative 參與 ? Intuitive 直覺 ? Relatively inexpensive 相對不昂貴 ? Genuinely Ogilvy 誠實的奧格威 Beyond The BrandPrint 除了品牌寫真 ? The BrandPrint is only the beginning 品牌寫真僅是開始 ? It should influence everything you do on your brand 它將會影響到你對品牌做作的每一件事情 ? It is not rewritten very often 它并不會經常被修改 ? When put together with the Challenge it should provoke the Brand Idea 當與品牌挑戰方在一起，它可以激發品牌 IDEA Team Exercise 1 分組練習 ? Pick the brand assigned to your group 根據各組被指定的品牌 ? Review what you already know about it 重溫你們對該品牌了解的所有內容 ? Conduct a Brand Audit on it, 針對它作品牌檢驗 ? Define the brand print 形成品牌寫真 ? Report back in one hours time 1小時后報告 Ideas in a 360186。 , January 23, 2023 ? 雨中黃葉樹，燈下白頭人。 2023年 1月 23日星期一 8時 16分 33秒 20:16:3323 January 2023 ? 1做前，能夠環視四周；做時，你只能或者最好沿著以腳為起點的射線向前。 。勝人者有力，自勝者強。 2023年 1月 23日星期一 下午 8時 16分 33秒 20:16: ? 1最具挑戰性的挑戰莫過于提升自我。 2023年 1月 23日星期一 8時 16分 33秒 20:16:3323 January 2023 ? 1空山新雨后，天氣晚來秋。 , January 23, 2023 ? 很多事情努力了未必有結果，但是不努力卻什么改變也沒有。 :16:3320:16Jan2323Jan23 ? 1故人江海別，幾度隔山川。 only works if there is a strong idea behind it只有背后存在一個很強的 IDEA時， 360 才會起作用 ? Clients buy our ideas not our processes 客戶買的是我們的 IDEAS， 而不是過程 We might want to show our wives our muscular bodies but not our exercise machines