Comprehensive Brand Management

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Do You Feel That You Are……. 你是否觉得你是…...• In the right industry? 在一个正确的行业工作?• With the right agency? 在一个正确的公司工作?• At the right time? 在正确的时间? 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 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 – 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） – 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• Our business is being pushed downstream 我们的事业正走向下游• 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 addingvalue 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

Strategic Operational Tactical 策略的 运作的 战术的CEO High end Sales PR Direct PromotionMarketing related toDirector new distribution Low end行销总监 PR DirectBrand AdvertisingManager品牌经理

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 我们处在一个需要想法的行业 We need more ideas 我们需要更多的想法• We are in the brand business 我们处在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

What Sort of Company Do We Want to Be?我们希望成为一个怎样的公司？ The Unlimited Brand Company 无限品牌公司

Unlimited• We cross disciplines in a 360 Degree way 通过360度思考跨越专业• We cross borders 跨越边界• We challenge barriers 挑战障碍• We take it all the way through 我们全方位运用 Insight...Ideas ...Execution ...Evaluation 洞察…IDEA…执行…评估• We build the brand to its full potential 我们将品牌建立至极限

Imagineall communicationsreflecting the samedeep 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, 所有媒介都 整体贡献在传播活动上

Since That Initial Task Force: Worldwide• Absorb philosophy 吸收哲学• Period of debate - keep individual disciplines 保持独立的原则• 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 – IBM increase share of client total budget (key measure)

Structural and Attitudinal Obstacles to Implementing 360 Degree Branding 实行360度品牌管理的障碍Three tools to help remove the obstacles三个帮助消除障碍的工具• Changed structure 改变的结构• Brand Teams 品牌团队• Brand Profit & Loss (P&L) 品牌损益

Agreed Structure for a 360 DegreeAgency（360度代理商的结构） HEAD OF COUNTRY （地区主管）Head Head Consulting Head Head Head主管 主管 主管 主管 主管 IMAGINEERS Sales Adv Multi-disciplinary One Public IdentityPromotion 广告 直效行销 Relations 视觉设计 Brand Teams 公共关系销售推广 多元化品牌团队 CREATIVE（创 意）Finance, Admin and IT partners （财务、行政、IT部门）

The Brand Team 品牌团队• A leader who leads 一个品牌领导者• Team members who connect 接触紧密的成员• Sitting together, ideally 理想状况下，应该坐在一起

The Brand P&L 品牌损益• Share of client target 分享客户的目标• A P&L which reports horizontally 垂直报告的损益• Jobs tracked at an individual level 工作遵循独立的层面• Income distributed and profit distributed pro rata versus hours spent 收入和利润根据时间花费进行分配

Agreed Structure for a 360 DegreeAgency（360度代理商结构） HEAD OF COUNTRYHead Head Country P&L Head Head Head 地区损益 Consulting IMAGINEERS Sales Adv Multi-disciplinary One Public IdentityPromotion Brand Teams Relations Brand P&L 品牌损益 CREATIVE Finance, Admin and IT partners

What 360 Degree Does For Us 360度可以为我们做什么？

What is the Territory of a Brand?一个品牌的版图是什么？ Six inches wide 6英寸宽 Grey and wet Mysterious

A Brand Is The Totality Of WhatThe Customer Experiences一个品牌是消费者所经历的总和 Government endorsementPrice 政府认可 Delivery trucks送货车价格 Corporate reputation News media新闻媒体Collective memory 企业声誉 Your showrooms展示厅 记忆累计 Packaging包装Word of mouth Social attitudes社会态度 Prejudices偏见 口碑 Retail environment零售环境 QualityTaste Receptionists style Design and colour 质量口味 接待人员的风格 设计和色彩 Line extensions Telemarketing scripts电话行销记录Sales promotion 产品延伸 Employee relations促销活动 Service experience 雇员关系The way the telephone is answered服务经验

In 360 Degree 在360度过程中• You have to anticipate every encounter a customer is going to have with your brand 你必须预见消费者与品牌的每一次接触机会• You must customize the message for each encounter 针对每一次机会，设计需要传达的信息• You are arranging the encounters to make sure they enrich the customer‘s overall experience with a brand 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

Scraps and Straws That Add up to theMost Valuable Asset a Company Has A 360 Degree Brand

360 Degree Brand Stewardship 360度品牌管家• Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 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• Selects the richest points of customer involvement on which to focus our efforts 选择最有效的接触点，将我们的努力集中在这 些方面

360 Degree Brand Stewardship 360度品牌管家• Improves the relationship between clients and their customers 增强客户和消费者之间的关系• Increases Client value in terms of market share, profit and share price 增加客户的市场份额，利润和股票价格• Adds future Client value by driving new opportunities 通过驱动新的机会来增加未来客户价值• Allows us to be well paid for using our creativity in the pursuit of this cause 让我们得到更好的利润回报

Our 360 Degree Brand Thinking 360度品牌思考• Cracks the non-traditional customer in Singapore• Generates profits from dreams in Taipei• Milks sport for all it is worth in Thailand• Silences a Whisper with confidence in Korea• Makes money out of striptease in the Philippines• Turns an advertising property into a populist slogan in Indonesia• Discovers the power of self discovery in China

In the Beginning Was a Blank Sheet of WhitePaper on Which a Press Ad Was Written最初的广告是写在报纸上的平面广告

Along Came TV Which Worked to the SameBasic Shape伴随电视的诞生，广告工作仍然保持基本形状

So Heads Started to Become theSame Shape因此，头脑也逐渐变成同样的形状

To Fit the Briefs Which Were the SameShape - Square Pegs Into Square Holes以适应同样形状的广告简报

So Adman Looked Like This所以，广告人看起来都是这个样子的

Then Along Came Some Other Sorts of Briefs随着其他类型简报的产生 Direct Public Relations直效行销 公共关系

So Different Shaped Heads Were Required导致对不同形状头脑的需求

To Make up the Full Orchestra ofDisciplines为建立整个管弦乐队

Specialisation Can Create Walls & Silos专业化创造墙和井

Silo?井？ A large tower for the storage of grain or cement 一个储藏谷物或水泥的塔形建筑 No windows to look in or out of 没有窗可以从里面看到外面 或从里面看到外面

Plus Other Sorts of Briefs加上其他类型的简报

Old Integration 以前的整合• Each discipline sits in a silo 每个专业都坐在井里面• Strategy is developed in a lead discipline (usually advertising) 策略在主导专业中发展（通常是广告）• The lead discipline develops its idea (usually television) 主导专业发展它的“IDEA”（通常是电视）• Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他专业在既定的“IDEA”下， 被要求根据它发展 统一的外观和感受（通常离最后期限很接近）

What’s Changed 引起哪些变化？• Rising cost of television 抬高电视的费用• Media fragmentation 媒介破碎分离• New media - Internet, cable, video on demand 新媒体的诞生----互联网、有线电视、点播录 像• Importance of endorsement 背书的重要性• Search for better value from brand spending 在品牌投资中寻求更好的价值

We Need to Change the Shape of Our Heads toApproach 360 Degree Brand Thinking为实行360品牌思考，我们需要改变我们头脑的形状

The New 360 Degree Branding Approach新的360度品牌建立方式 • Work as a Brand Team from the start so thinking develops in a discipline - rich way and is anchored in the BrandPrint 开始即以品牌团队进行工作，在一个原则下进行思考---- ----多样的方法，以品牌写真为依据 • Come up with a big Idea 产出一个“BIG IDEA” • Chose points of contact to intensify the involvement of the brand in people’s lives 选择接触点，加强品牌在人们生活中的融入度

The New 360 Degree Branding Approach新的360度品牌建立方式 • Ensure interplay between all executional elements to bring the Brand Idea alive whether 确保所有可执行元素间的相互影响， 以使品牌IDEA诞 生，无论 – single, dual or multiple disciplines are used 是否运用到单一、双重还是多元的专业 – Ogilvy companies deliver all the executions or not 是否所有的执行工作都由奥美的公司完成

The best chance of being 360 Degree is when you have a very strong idea. If it’s strong, it will start to happen naturally“成为360度的最大机会是当你有一个很强的 IDEA， 如果IDEA够强， 它会很自然成为 360度。” Shelly Lazarus

To Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要： • Stimuli to provoke new thinking 激发新思维的工具 • New ways of working together that 新的协作方式 – use the full resources of the Brand Team 运用品牌团队的所有资源 – avoid wheel-spinning and duplication of effort 避免重复劳动 – maximise our creativity 最大化我们的创造力

To Go Along With Our New Heads We Need为了配合我们的新头脑，我们需要： • Practice to ensure we can 锻炼可以保证我们 – pick the rough diamonds from the river gravel 在沙砾中筛选出钻石 – cut and polish them to give our brands true brilliance 切割、打磨，给予我们的品牌真正的光彩 • Cases to inspire us along the way 案例可以激发我们

Biggest Recipe for Disaster 导致灾难的最大因素• Believing it is an end in itself – losing sight of the end result by getting obsessed with the process 丧失对结果的预见，沉迷在过程中间 – thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题，填完一些表格即可让 工作得以完成

Other Recipes for Disaster 其他导致灾难的因素• Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己个人作业要比品牌团队作业来得快• Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples’ real lives 罗列每件事情，不从品牌融入消费者生活的角度来考虑 优先顺序• Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法

Differences Between Old Fashioned Integrationand 360 Degree Brand Thinking360度品牌思考与整合概念的差异性Integration整合 360 Degree Brand Thinking• Laundry list of opportunities all of • Solving the critical challenge of the which would be nice to do but don’t brandnecessarily solve the critical issue罗列所有的机会点，有些可能还不 解决品牌面临的主要挑战错，但并不是解决关键问题所需要 • Operating within a strategic的 framework, with different roles to• No strategic guiding principle achieve the goal 没有策略指导原则 在策略框架下运作，从不同角度达到• Idea acts as superficial badging 目的 device • Driven by an idea, which it extends IDEA仅作为表面的东西 以可延伸的IDEA为指导

We Assume That We Have Already Done OurHomework我们假设我们已经做完我们该做的功课 Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brilliance At Ogilvy we ask you to do your homework and create brilliant campaigns David Ogilvy

Sequence Of 360 Degree Brand Thinking360度品牌思考的顺序 • In 360 Degree thinking everything connects with everything else 在360度思考中，每件事情之间都有关联 • There is a natural sequence for the team to move through 存在一个自然顺序 • But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我们仍然需要不是回顾前阶段的洞察，以提供刺激材 料和确保每件事配合得很好，确保他们的一致性。

The Elements Brand Audit 主要元素 品牌检验Brand Scan BrandPrint 品牌扫描 品牌写真Challenge Idea Executions 挑战 执行 Brand Points of World contact 品牌世界 接触点