308奥美360度品牌管理内培训.ppt

308奥美360度品牌管理内培训.ppt

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1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre.你是否觉得你是.Intherightindustry?

在一个正确的行业工作?

Withtherightagency?

在一个正确的公司工作?

Attherighttime?

在正确的时间?

360360DegreeBrandingisaterrificopportunityforDegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselvesourbrands,ourclients&forourselves对品牌、客户和我们自己而言，对品牌、客户和我们自己而言，360360度品牌管理是一个巨大的机会度品牌管理是一个巨大的机会IndividualPre-sessionExercise:

FramingtheAgenda个人练习：

Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful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Anissueissomethingwehavetodosomethingabout观点是一些我们必须要做的事情,它包含Anopportunity机会Aproblem问题Abalanceweneedtomakebetweentwoormorethings在几件事情之间我们需要做的平衡Agenda议程Introduction-thewhyandthewhat为什么会有360度，什么是360度TheHow-fourpartsof360thinking如何运用（360度思考的四个部分）Challenge挑战BrandPrint品牌写真Idea想法BrandWorld品牌世界Why360DegreeBranding?

为什么产生360度品牌管理？

WorldwideTaskForceReport:

TwoYearsAgoWeoperateinsilos我们在井中作业Ourbusinessisbeingpusheddownstream我们的事业正走向下游ManagementconsultancythreatwithCEOlevelcontacts管理顾问公司威胁到CEO层面的接触RecommendationRecommendation建议建议Focustheagencyon360DegreeBrandingasawayofaddingFocustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstreamvalueandgettingbackupstream将公司集中到将公司集中到360360度品牌思考度品牌思考,以增加我们的价值以增加我们的价值,让事业重新走让事业重新走向上游向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌经理品牌经理MarketingDirector行销总监行销总监Strategic策略的策略的Operational运作的运作的Tactical战术的战术的DirectAdvertisingSalesPromotionLowendPRNeeds需求Weareintheknowledgebusiness我们处在一个需要知识的行业Weneedmoreknowledge我们需要更多的知识Weareintheideasbusiness我们处在一个需要想法的行业Weneedmoreideas我们需要更多的想法Weareinthebrandbusiness我们处在一个建立品牌的行业Weneedmoreinfluenceonthetotalbrand我们需要在整个品牌上有更多的影响力WhatSortofCompanyDoWeWanttoBe?

我们希望成为一个怎样的公司？

TheUnlimitedBrandCompany无限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通过360度思考跨越专业Wecrossborders跨越边界Wechallengebarriers挑战障碍Wetakeitallthewaythrough我们全方位运用Insight.Ideas.Execution.Evaluation洞察IDEA执行评估Webuildthebrandtoitsfullpotential我们将品牌建立至极限Imagineallcommunicationsreflectingthesamedeepinsight试想一下,所有的传播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole试想一下,所有媒介都整体贡献在传播活动上SinceThatInitialTaskForce:

WorldwideAbsorbphilosophy吸收哲学Periodofdebate-keepindividualdisciplines保持独立的原则Experimentsonhowtoworktogetherdifferently尝试如何共同协作Gainsonkeyaccounts来自重要客户的经验AmexbusinesspartnershipAmex商业伙伴IBMincreaseshareofclienttotalbudget（keymeasure）AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustraliaBangladeshChinaHongKongIndiaIndonesiaJapanMalaysiaNewZealandPakistanPhilippinesSingaporeSouthKoreaSriLankaTaiwanThailandVietnamOgilvyResourcesinAsiaPacific奥美在亚太区的资源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding实行360度品牌管理的障碍Threetoolstohelpremovetheobstacles三个帮助消除障碍的工具Changedstructure改变的结构BrandTeams品牌团队BrandProfit&Loss（P&L）品牌损益CREATIVE（创意）Adv广告Finance,AdminandITpartners（财务、行政、IT部门）SalesPromotion销售推广Head主管Head主管Head主管Head主管One直效行销PublicRelations公共关系Identity视觉设计Head主管HEADOFCOUNTRY（地区主管）IMAGINEERSIMAGINEERSMulti-disciplinaryMulti-disciplinaryBrandTeamsBrandTeams多元化品牌团队多元化品牌团队ConsultingAgreedStructurefora360DegreeAgency（360度代理商的结构）TheBrandTeam品牌团队Aleaderwholeads一个品牌领导者Teammemberswhoconnect接触紧密的成员Sittingtogether,ideally理想状况下，应该坐在一起TheBrandP&L品牌损益Shareofclienttarget分享客户的目标AP&Lwhichreportshorizontally垂直报告的损益Jobstrackedatanindividuallevel工作遵循独立的层面Incomedistributedandprofitdistributedprorataversushoursspent收入和利润根据时间花费进行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&LBrandP&L品牌损益品牌损益CountryCountryP&LP&L地区损益地区损益地区损益地区损益AgreedStructurefora360DegreeAgency（360度代理商结构）What360DegreeDoesForUs360度可以为我们做什么？

WhatistheTerritoryofaBrand?

一个品牌的版图是什么？

Sixincheswide6英寸宽GreyandwetMysteriousLineextensions产品延伸Salespromotion促销活动Serviceexperience服务经验Wordofmouth口碑Receptionistsstyle接待人员的风格Prejudices偏见Quality质量Designandcolour设计和色彩Packaging包装Retailenvironment零售环境Deliverytrucks送货车Yourshowrooms展示厅Corporatereputation企业声誉Telemarketingscripts电话行销记录Taste口味Price价格ThewaythetelephoneisansweredSocialattitudes社会态度Collectivememory记忆累计Governmentendorsement政府认可Newsmedia新闻媒体Employeerelations雇员关系ABrandIsTheTotalityOfWhatTheCustomerExperiences一个品牌是消费者所经历的总和In360Degree在360度过程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必须预见消费者与品牌的每一次接触机会Youmustcustomizethemessageforeachencounter针对每一次机会，设计需要传达的信息Youarearrangingtheencounterstomakesuretheyenrichthecustomersoverallexperiencewithabrand设计安排这样的机会，以保证可以增加消费者与品牌的经验A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度品牌管家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择最有效的接触点，将我们的努力集中在这些方面360DegreeBrandStewardship360度品牌管家Improvestherelationshipbetweenclientsandtheircustomers增强客户和消费者之间的关系IncreasesClientvalueintermsofmarketshare,pr