奧美360度品牌管理(ppt90頁)(更新版)

　　

【正文】 我們想給妻子看的是我們健美的身體，而不是我們練習時用的機器 Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我們知道什么是“ IDEA”， 我們很難判斷某個人的“ IDEA”是好還是壞 Exercise 1 What Is an Idea? 什么是 IDEA？ The Classic Definition Bisociation of two or more previously unconnected thought matrices 兩個或多個以前不相關想法的組合 Arthur Koestler Pareto Didn’t Only Think About 80/20 Rules… His Definition…... A new bination of old elements 舊元素的新組合 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來自于對產品知識的了解和對生活和事件有常識的人兩部分的組合 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 不同想法的一個意想不到的組合，它將一個特定的事物放在一個新的聯系中 Or, To Put It Another Way 或者從另一個角度 Making the familiar 讓熟悉的事務 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 ? 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，被技術賦予同樣的權利 Putting This into the Context of 360 Degree Brand Thinking 將這些放在 360度思考的框架內 ? Challenge挑戰 – In order to meet our objective we have to… 為了達到我們的目標，我們必須 …... ? BrandPrint品牌寫真 – 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執行 – the techniques, properties and production values which convey the idea 可以傳達 IDEA的技術、道具、制作等 IBM ? Challenge挑戰 – IBM as the underlying fabric of the information age IBM作為信息時代的基石 ? BrandPrint品牌寫真 – 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 , 被技術賦予同樣的權利 ? Execution (advertising) 執行 (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創意 IDEA轉化成 海報 ? Taking Ideas Across Disciplines or Media ? Translation adaptation only 轉化 ? 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 執行 ? Techniques are not ideas 技術不是 IDEA – demonstration展示 – slice of life生活片斷 – endorsement by personality 個性的背書 A property is an executional ponent that in time starts to signify the idea Ideas and Execution Idea Weak弱 Strong強 Execution Great 杰出 Poor 較差 Exercise 4 ? Pick the brand assigned to your group 根據每組指定的品牌 ? You have already identified the key challenge facing the brand and have established its brand print. 你們已經確定品牌所面臨的挑戰，同時完成其品牌寫真 ? Not keeping that in mind e up with a brand idea 現在產出一個品牌 IDEA ? Report back in half an hour 半小時后報告 Seven Secrets for Great Ideas 杰出的 IDEA得七個秘訣 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，不會幫助你創造出杰出的 IDEA。散步、沖涼、喝幾杯葡萄酒 ……. ? Mindset is critical. Lock up the left brain, unlock the right 思維設定很重要。 7. The best creative ideas bee strategic ideas rather than vice versa 最好的創意 IDEA可以成為策略 IDEA， 相反的情況則不多 5 Where Have We Got to? 我們已經知道什么？ ? We have interrogated the brand in a 360 way to find out its weaknesses the Challenge 我們已經從 360度角度審視品牌 , 尋找它的弱點 品牌挑戰 ? We have explored the subjective aspects of the brand to arrive at a BrandPrint 我們已經發掘出品牌的主要方面 , 形成品牌寫真 ? Putting the BrandPrint together with the Challenge sparks the Idea 品牌寫真與品牌挑戰一起 , 激發出品牌 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帶入消費者的世界 , 讓品牌與消費者的融入度達到最大化 Creating a Brand World 創造一個品牌世界 Brand World 品牌世界 Points of Contact 接觸點 Idea What We Are Trying to Do Differently 我們試圖有哪些不同的做法 ? Conventional Communication 傳統的傳播 ? Single unconnected shots 單純 \無聯系 360186。 2023年 1月 23日星期一 下午 8時 16分 33秒 20:16: ? 1比不了得就不比，得不到的就不要。 20:16:3320:16:3320:16Monday, January 23, 2023 ? 1不知香積寺，數里入云峰。 20:16:3320:16:3320:161/23/2023 8:16:33 PM ? 1越是沒有本領的就越加自命不凡。 下午 8時 16分 33秒 下午 8時 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 專家告訴