Insight...Ideas ...Execution ...Evaluation 洞察…IDEA…执行…评估 • We build the brand to its full potential 品牌建立至极限
通过360 跨越边 挑 我们全
我们将
Imagine
all communications
• We are in the brand business 一个建立品牌的行业 We need more influence on the total brand 我们需要在整个品牌上有更多的影响力
我们处在 我们需要 我们处在
What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司？
Low end PR
Needs需求
• We are in the knowledge business 我们处在一个需要知识的行业 We need more knowledge 我们需要更多的知识
• We are in the ideas business 一个需要想法的行业 We need more ideas 更多的想法
• Absorb philosophy 吸收哲学
• Period of debate - keep individual disciplines 立的原则
保持独
• Experiments on how to work together differently 尝试如 何共同协作
• Gains on key accounts 来自重要客户的经验
– Amex business partnership Amex 商业伙伴
1
360 Degrees Brand Cascade June 30th- July1st Shanghai
Do You Feel That You Are……. 你是否觉得你是…...
• In the right industry? 一个正确的行业工作?
• With the right agency? 一个正确的公司工作?
The Unlimited Brand Company 无限品牌公司
Unlimited
• We cross disciplines in a 360 Degree way 度思考跨越专业
• We cross borders 界
• We challenge barriers 战障碍
• We take it all the way through 方位运用
successful
基于你对360
度品牌管理的了解，在卡片上写下你认为带来成功的三
个主要观点
• An issue is something we have to do something about 观点 是一些我们必须要做的事情, 它包含
– An opportunity 机会 – A problem 问题
reflecting the same
deep insight
试想一下, 所有的传播
都反映到相同深度的
洞察
Imagine
all media contributing
to the campaign
as a whole
试想一下, 所nce That Initial Task Force: Worldwide
– A balance we need to make between two or more things在几 件事情之间我们需要做的平衡
Agenda 议程
• Introduction- the why and the what 为什么会有360度，什么是360度
• The How- four parts of 360 thinking 如何运用 （360度思考的四个部分）
• At the right time? 的时间?
在 在 在正确
360 Degree Branding is a terrific opportunity for our brands, our clients & for ourselves 对品牌、客户和我们自己而言，
360度品牌管理是一个巨大的机会
Individual Pre-session Exercise:
Framing the Agenda 个人练习：
• Based on what you know now about 360 Degree Branding, write down on the
card what you believe to be the three key issues we need to address to be
CEO
Marketing Director 行销总监
Brand Manager 品牌经理
Strategic 策略的
Operational 运作的
High end
PR
Direct
related to
new distribution
Direct Advertising
Tactical 战术的
Sales Promotion
• Our business is being pushed downstream 事业正走向下游
我们的
• Management consultancy threat with CEO level contacts 管理顾问公
司威胁到CEO层面的接触
Recommendation 建议 Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream 将公司集中到360度品牌思考, 以增加我们的价值, 让事业重新走向 上游
– Challenge 挑战 – Brand Print 品牌写真 – Idea 想法 – Brand World 品牌世界
Why 360 Degree Branding? 为什么产生360度品牌管理？
Worldwide Task Force Report: Two Years Ago
• We operate in silos 我们在井中作业