奧美360度品牌管理(ppt90頁(yè))(專業(yè)版)

　　

【正文】 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。 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。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。 :16:3320:16Jan2323Jan23 ? 1故人江海別，幾度隔山川。 2023年 1月 23日星期一 8時(shí) 16分 33秒 20:16:3323 January 2023 ? 1空山新雨后，天氣晚來(lái)秋。勝人者有力，自勝者強(qiáng)。 2023年 1月 23日星期一 8時(shí) 16分 33秒 20:16:3323 January 2023 ? 1做前，能夠環(huán)視四周；做時(shí)，你只能或者最好沿著以腳為起點(diǎn)的射線向前。 …… 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(gè)快節(jié)奏的現(xiàn)代社會(huì)， 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(yǔ) – Powerful OR Reliably effective OR Light, fine consistency 強(qiáng)有力的，或者可靠的效果，或者輕， 精美的結(jié)合 Avoid Tired Language… Get Some Freshness in Your Words 避免濫用的詞語(yǔ)－－你的詞匯應(yīng)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(cè)試 ? Distinctive與眾不同 ? Clear清楚 ? Colloquial通俗的 ? Truthful誠(chéng)實(shí)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(kāi)放的想法 ? Participative 參與 ? Intuitive 直覺(jué) ? Relatively inexpensive 相對(duì)不昂貴 ? Genuinely Ogilvy 誠(chéng)實(shí)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(kāi)始 ? It should influence everything you do on your brand 它將會(huì)影響到你對(duì)品牌做作的每一件事情 ? It is not rewritten very often 它并不會(huì)經(jīng)常被修改 ? When put together with the Challenge it should provoke the Brand Idea 當(dāng)與品牌挑戰(zhàn)方在一起，它可以激發(fā)品牌 IDEA Team Exercise 1 分組練習(xí) ? Pick the brand assigned to your group 根據(jù)各組被指定的品牌 ? Review what you already know about it 重溫你們對(duì)該品牌了解的所有內(nèi)容 ? Conduct a Brand Audit on it, 針對(duì)它作品牌檢驗(yàn) ? Define the brand print 形成品牌寫真 ? Report back in one hours time 1小時(shí)后報(bào)告 Ideas in a 360186。 thinking 這可能市整合的思考 , 但不是 360度的思考 Launching a New Low Cost Credit Card: The New Way 低費(fèi)用信用卡上市 (新方式 ) ? In editorial columns, a specially missioned external report on the high cost of borrowing receives high coverage creating an issue 專欄創(chuàng)造話題 ? Launch TV advertising majors on a new kind of low interest card capitalizing on the concern 電視廣告形成關(guān)注 ? A mail shot makes an early bird offer and provides detailed petitive parisons 郵件提供詳細(xì)的比較 Interplay相互影響 Creating an issue 創(chuàng)造話題 Offering a solution 提供解決 方案 Making an offer Low Interest Rates 低利率 Interplay Through Time 時(shí)間上的相互影響 Level 1 3 wks ? Create issue創(chuàng)造話題 ? Establish idea建立 IDEA ? Create desire創(chuàng)造需求 Level 2 5 wks ? Inform educate告知 \教育 ? Drive response 引導(dǎo)反應(yīng) Level 3 8 wks ? Activation usage 行動(dòng)和使用 PR公關(guān) Outdoor戶外 Posters海報(bào) Events事件 Print Ads平面 Radio 電臺(tái) Buses車身 DRTV DRTV Telemarketing電話行銷 Solicitation Packs TakeOnes WebSite 網(wǎng)站 FSI Wele Pack Wele Call Balance Transfer MGM Membership Rewards XSell Getting the BrandTeam together 集合所有品牌團(tuán)隊(duì)成員 ? The second point when the whole team have to meet, including Mindshare 第二次所有成員必須參加 , 包括傳立 ? A tank treatment to – immerse ourselves in the world of the customer 讓我們進(jìn)入消費(fèi)者的世界 – and explore how the brand can get involved in peoples’ real lives 探究品牌如何更多融入人們的生活 Close Your Eyes and Imagine Seeing a Fish 閉上眼睛 , 想象你正看到一條魚(yú) ? Now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛 , 想象你自己變成一條魚(yú) Being a Fish, Not Seeing a Fish 變成魚(yú) , 而不是看著魚(yú) Points of Contact 接觸點(diǎn) ? Explore the possible points of contact between the brand and its customers 探究品牌與其消費(fèi)者之間的可能接觸點(diǎn) ? Think about customers’ everyday lives where do they most often think about and use the brand 仔細(xì)想一下消費(fèi)者每天的生活 , 在哪里他們會(huì)經(jīng)常想到或用到這個(gè)品牌 For Instance, the Brand World for Milo in Thailand 例子 : Milo的品牌世界 , 泰國(guó) ? Milo is there whenever and where ever the customers are 無(wú)論何時(shí)何地 , Milo都存在 – in school …… at home 在學(xué)校 …… 在家中 – in rural areas …… at local sporting events 在鄉(xiāng)村田野 …… 在當(dāng)?shù)伢w育活動(dòng)中 – in coffee shops ……. in the media 在咖啡店 …… 在媒體上 ? And where Milo is, it gives them and surrounds them with things that help them win at sport Milo提供給的 , 都可以幫助他們?cè)隗w育活動(dòng)中贏得勝利的 Helping Thai kids fulfil their sporting dreams 幫助泰國(guó)孩子完成體育的夢(mèng)想 Some Techniques To Stimulate Point of Contact Opportunities 一些幫助激發(fā)接觸點(diǎn)的技術(shù) ? Day in the life 生活中的一天 ? Snap shuffle deck 撲克牌 ? The Compass dial 指南針 A Day in the Life 生活中的一天 ? A stagemanaged experience 一種體驗(yàn) ? Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 讓品牌團(tuán)隊(duì)感受品牌與消費(fèi)者關(guān)系的環(huán)境、情感和表情等 ? Stimulating all their senses sound, sight, touch, smell, taste 刺激他們所有的感官 聽(tīng)覺(jué)、視覺(jué)、觸覺(jué)、味覺(jué)等 Possible Stimuli 可能的刺激 Logo board of brands 品牌 Logo班 Chart history of category Colours 色彩 CD collection 收集的 CD