• Is it practical and affordable? 它实际吗？负担得起吗？
• Will it build the brand? 它是否会建立品牌？
If not start again
Putting It All Together 将所有的东西放在一起
• Draw a map to show how everything fits together 画个图看一
• Day in a Life, Snap, Points of Contact and the Strategic Impact
Matrix are 360° tools
各种360度思
考的工具
Group Exercise 3 分组练习
• Go back into your groups 的小组
回到你
பைடு நூலகம்
And now for something completely different
Superbowl ad Superbowl 广告
Fashion show 时装秀
Lead Ideas
Webcast 网络
Do a world’s first and publicise it.. 开创先例，并且 让公众知道
• The final communications programme may not necessarily
• The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期）
• It doesn’t happen naturally 它不会自然的发生 • The big enemy is integration 最大的敌人是整合 • Red Fire is the passion that drives us 红色火焰是驱动我们的热情
Brand Audit 品牌检验
the brand and its customers
Points of contact 接触点
Defined the areas where the brand can intensify the impact it has on people’s lives
Sequence 顺序
pursuit of this cause 让我们有更好的回报
Why We Have Done It 为什么我们这样做？
• Created great ideas that move our brands ahead at
each point of contact between the brand and its
– focus on output not process重点在产出，而不是过程
– don’t think about it as filling out a form or slavishly following a process不要看作填表或跟随流程
• Think in the round - every thing connects with everything else 每件事情之间都有联系
– Pre-eminent creative force 卓越的创意力量 – Best people最好的人员 – Most valued by those who most value brands被珍惜品牌的人所赏识
• 360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段
提升客
户的价值，通过市场份额、利润和股价
• Added future Client value by driving new opportunities 通 过驱动新的机会增加客户未来的价值
• Allowed us to be well paid for using our creativity in the
Victoria’s Secret: Objective
Get men to buy women’s underwear.. 让男人去买女人的内衣.
…..as gifts for women ……作为给女人的礼物 So where can we find attentive men? 哪里可以找到专心的男人？
Brand Scan 品牌扫描
Challenge 挑战
Points of contact 接触点
Idea
Brand World 品牌世界
Brand Audit 品牌检验
BrandPrint 品牌写真
Executions 执行
Why We Have Done It 为什么我们这样做？
• Created great ideas that move our brands ahead at
• Report back in one hours time 1小时后报告
Conclusion 结论
What We Have Done 我们学习了什么？
Discovered the Challenge facing the brand in a 360 Degree way
Described the Brand’s DNA
each point of contact between the brand and its
customers 在品牌和消费者的每个接触点， 创造可以让品牌
前进的伟大IDEA
• Selected the richest points of customer involvement
on which to focus our efforts
Intensification by weaving the ideas together将不同的IDEA组织在一起
• Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl 在Superbowl期间 发布广告， 告知公众世界上第一个网上市装秀
下，每件事如何相互配合
• Think how you can communicate to your client in a
compelling way
想一
下， 如何与你的客户沟通
Current Retrospective Cases 案例回顾
• Amex Blue in Singapore • A Mild in Indonesia • IBM e business in China • Left Bank Café in Taiwan • Mild Seven In China • Milo in Thailand • Pond’s Pore Strip in the Philippines • Sanyuan Milk in China • SpeedPost in Hong Kong • Kotex White in Korea
选择消费者
投入度最高的接触点， 让我们将力量集中在那里
Thus 因此
• Improved the relationship between clients and their
customers
提升客
户和他们消费者之间的关系
• Increased Client value in terms of market share, profit and
How We Got There 如何得到？
Gathered, ordered and interpreted information about the brand in a 360
Degree way Brand Scan 品牌扫描
Understood the unique
relationship between
pursuit of this cause 让我们有更好的回报
Was It Worth it? 它值得吗？ Is there a 360 Degree Plus?
• Is there interplay between the elements? 在主要元素健是否有相互影响？
• Are we intensifying the idea? IDEA有增强吗？
customers 在品牌和消费者的每个接触点， 创造可以让品牌
前进的伟大IDEA
• Selected the richest points of customer involvement
on which to focus our efforts
选择消费者
投入度最高的接触点， 让我们将力量集中在那里
To Be Successful at 360 Degree Branding You
Have to Be Clear About 要成功运用360度品牌思考，我么必须清楚
• Think 360 Degree from the beginning 始就从360度角度思考问题
从一开
• 360 Degree thinking is not linear 360度思考不是线性的
Problem: response levels crashed the system! 难题： 系统崩溃！
Summary小结
• Interplay and intensification improve results 响和强化提升最终结果
相互影
• Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界时一个感觉的世界， 它通过选择不同有相互影 响的接触点，加强消费者对品牌的投入度