Comprehensive Brand Management

Product •Image• People measure Guinness against beer, therefore are •GIGFY persists and is seen as old-fashionedcontinually surprised by its bitterness •Serious drink - needs to lighten up to invite younger drinkers into the brand人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受 •“Guinness is good for you ”有持续性，但被认为过时 •严肃饮品---需要让年轻消费群进入本品牌Goodwill Customer • People come late to the brand an old man’s drinkCampaign approach irreverent, but doesn’t do much forthe community at large • Young tend to dip in and out of brandBut awareness of Irish pubs introduces an ‘authentic’feel which appeals to the young •人们接触品牌较晚，是一个老年男性的品牌•广告方式有点叛逆、不尊重的感觉，但并没有太过分 •年轻人如蜻蜓点水般尝试一下•爱尔兰酒吧带来可信的感觉，并且吸引年轻人Visual Channel• Blackness is visibly different, striking andsignifies masculinity •Focuses on extremes (hawker centres & Western-•In-bar signage is dusty style pubs), leaving middle ground Chinese night spots under-leveraged•黑色是视觉差异， 意味着男性 •Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands•酒吧内的象征是灰尘 •集中在终端 •没有“Guinness”年轻人会很惊讶，但会 原谅通路而转换品牌

Challenge 挑战 Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit寻求一些方法，鼓励年轻消费者尝试“Guinness”， 并且将其尝试经验保留成为饮用习惯

A Challenge Is Not An Objective挑战不是目标• Is not a marketing objective 不是市场目标 – Increase share by 10% 提升10%的市场份额• It is not a communication objective 也不是传播目标 – Raise brand awareness from 45% to 70% 将品牌知名度从 45%提升至70%• A Challenge helps us redefine the way people experience the brand 挑战帮助我们重新定义人们接触品牌的方式 ….in order to do this (objective)为了做到这样（目标） ….we have to do that (Challenge)我们必须那样做（挑战）

Amex Blue Singapore Objective... in order to Challenge…we have to do to 目标…为了 挑战…我们必须做的• Launch an Amex credit • Redefine the status of card into an already status symbols in a saturated market during recession-hit world a depression 重新定义在经济不景气打击 在经济消沉的时期，在一 下的社会中，代表社会地位 个信用卡成熟市场上市一 的代表符号 个 “Amex”信用卡

A Mild Indonesia Objective ... in order to Challenge …we have to 目标…为了 挑战…我们必须• Revive the brand’s image • Keep one step ahead of an enthusiastic but as daring and different critical reformasi-minded 让品牌恢复到大胆、差异 化的品牌形象 consumer 比“热情”更进一步，但 重要的是重塑消费者的头 脑

Ponds Pore Strip Philippines Objective ... in order to Challenge …we have to 目标…为了 挑战…我们必须• Launch a breakthrough • Direct and control trial product and establish it (amongst the notoriously fickle 13-19 year olds) to quickly prevent misuse (which 上市切入市场的产品，并 will make the product 且快速建立起来 ineffective) 指导并控制尝试，以避免 滥用产品

Kotex White Korea Objective ... in order to Challenge …we have to 目标…挑战 挑战…我们必须• Replace Whisper as the • Find the benefit behind the generic benefits of brand of choice for teens absorbency and leakage and young women protection 在青少年和年轻妇女中， 在一般的吸收力和侧漏保 成为替代“护舒宝”的选 护等利益点背后，寻找消 择品牌 费者利益点

Left Bank Café Taiwan Objective ... in order to Challenge …we have to 目标…为了 挑战…我们必须• Create a new ready to • Make the experience of drink coffee brand the brand as (targeted at young sophisticated and artistic women) to sell at a huge price premium in in real life as in the convenience stores dreams of its customers 创造一个新的易饮咖啡品 在真实生活中，将品牌的 牌，在便利商店可以以较 经验变得更具现实性和艺 高的价格销售 术性，就象消费者的梦想 一样。

Milo Thailand Objective ... in order to Challenge …we have to 目标…为了 挑战…我们必须• Become the #1 Tonic • Make Thai kids feel that drink by becoming more Milo can help them fulfil relevant to the lives of their sporting dreams Thai Kids, particularly in 让泰国儿童感受到， Milo 可以帮助他们满足体育的 rural areas 梦想 通过更接近泰国儿童、特 别是农村地区的儿童的生 活，让Milo成为第一品牌

SummaryObjective 目标 Challenge 挑战• In order to do this 为 • We have to do that 了做到这样 我们必须那样做 • The Challenge helps us refine the way people experience the brand 挑战帮助我们重新定义人 们经历品牌的方式

Difference in the Way We Work工作方法的差异性 Before 360 Degree 以前 360度 Thinking alone in Thinking together in a Brand a silo TeamReading research reports at Participating by listening, talking our desks and experiencing 在井中思考 在品牌团队中一起思考 在自己桌上 通过聆听、交谈、体验 阅读调研报告 等方式加入其中

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To be most valued by those who most value brands The Ultimate Brand Company

Value 价值观We work not for ourselves, not for thecompany, not even for our clientsWe work for Brands我们不是为自己工作，也不是为公司，甚至不是为了我们的客户。我们为品牌而工作。

Value价值观We expect our clients to hold usaccountable for our Stewardship of theirBrandsOnly if we have built, nourished anddeveloped prosperous Brands, only if wehave made them more valuable both to theirusers and to their owners, may we judgeourselves successful

Derivation of Steward 管家的出处 = Stig Ward = Keeper of the Sty• Responsible for the breeding, feeding, health, market value and eventual disposal of every animal given in his care• Ultimately responsible for the good name and fortune of the owner• A responsibility that, if lightly taken or abused, was rewarded with death Our equivalent of death is being fired

Brand Steward 品牌管家 Anyone who takes on total responsibility for aBrand; its birth, growth, health and market value 肩负品牌所有责任的人，包括品牌的诞生、成长、健康和市场价值

Within every 不是每个产品brand there is 都可以成为品牌每个品牌后面都有一个 产品

Product 产品• Tangible: you can touch it, feel it, see it 实际的：你可以触摸得到、感受得到、看得到• Has physical attributes: styles, models, features, price 有物理的特性：样式、模型、外表、价格• Has the right features to meet customer expectations of performance and value 有可以满足消费者要求的正确特性• But this is not sufficient … 但这还不够…...

Brand 品牌The total experience of a product:一个产品的所有体验 – Personality 个性 – Trust信赖 – Reliability可靠性 – Confidence信心 – A friend 朋友 – Status 地位 – Shared experiences 经验的分享

Brand 品牌A Brand is a product which has earned a place in customers lives 品牌是在消费者生活中占得一席之地的产品 through perception, experience, beliefs, feelings 通过认知、体验、信任、感受 ....... until a relationship is built …...直到关系的建立 It is the sum of how customers feel about a product 它是消费者如何感受一个产品的总和

A Brand is a complex symbol. It is the intangible sum of aproduct’s attributes, its name, packaging, and price, itshistory, reputation, and the way it’s advertised. A Brand isalso defined by consumers’ impressions of the people whouse it, as well as their own experience” David Ogilvy : 1955

What the Brand-CustomerRelationship Is Like品牌-消费者关系是怎样的Brand Audit Brand Print 品牌检验 品牌写真This is the established core of current Brand Stewardship 这是目前品牌管家的核心

Brand Audit品牌检验• Identifies the intangible feelings, impressions, connections, opinions, memories the customer associates with the brand 确定消费者与品牌之间的无形的感受、印象、联系、观念、记忆等 – where we are in the hearts of the brand’s customers 在品牌消费者的心中，我们在哪里？• Is informed by research among customers; but filled in by ourselves 信息通过调研来自消费者，但有我们自己填写 – Projective techniques elicit deeper associations 投射技术得出深层的联系• Gathers insights that draw us into the heart of the customer-brand relationship : the brand’s DNA, which is expressed as the BrandPrint 收集消费者洞察让我们进入消费者--品牌关系的核心：品牌DNA，它通过品 牌写真来表述

Revised Brand Audit Questions 修正后的品牌检验问题Thinking about the specific things that trigger this brand’s identity in your mind… 想象一下哪些可以让你辨认出这个品牌的一些特定的事务• When you hear the brand’s name, what immediately springs to mind? 当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？• What else?还有呢？ – visuals or images?视觉和形象？ – packaging or product elements?包装和产品元素？ – bits of communication?传播的片断？ – signs or symbols?标志和符号？ – other brand lore?其他有关品牌的部分？• What kind of people do you associate with the brand, and how do you feel about them? 哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？

Thinking about the feelings and emotions the brand evokes in you … 想象一下这个品牌给你带来的感受和情绪……What specific feelings and emotions do you experience in connection with using this brand? 当你和这个品牌有联系时，你体验到那些特别的感受和情绪？• What personal memories, experiences or associations does thisbrand bring to mind?这个品牌让你回忆起哪些个人的记忆、体验或联想？• What does this brand do for you in your life that other brands don’t? 这个品牌在你的生活中做了哪些其他品牌无法做的事情？– what unique contribution does it make? 它带来哪些独特的地方？– what special perspective does it give you about using the category? 它带给你哪些有关试用这个类别产品的特殊的观感？

Now stepping out of the role of the brand’s user, and considering all the implications of these insights … 现在走出品牌使用者的角色， 考虑所有这些消费者洞察的启示• What do these insights suggest or signal about the brand? 这些消费者洞察暗示了这个品牌的哪些方面？• What is the mood of the brand? 这个品牌的情绪是怎样的？• How do the feelings and emotions this brand evokes differ from those its leading competitor evokes? 这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同 的方面？

Brand Audit Helps Us Define the Unique RelationshipBetween the Customer and the Brand品牌检验帮助我们确定消费者与品牌之间的独特关系 The brand’s DNA expressed in a written 书面表达的品牌DNA BrandPrint 品牌写真

When You Write a Brandprint YouWill Almost Certainly Start With HaveToo Many Words当你开始写品牌写真时，你开始几乎一定会从运用很多词句进行描述

Chivas Regal: Thailand Chiivas is the night. A palet of flickering neon and blinking car lights. The blast of raw music as you swing through the doors of a crowded friendly pub. Chivas is never wanting the night to end. Because Chivas is camaradie. A clutch of true friends forever.The subtle splash of Chivas over ice underlining a burst of uninhibited laughter. The stuff our fondest memories are made of. And Chivas is irrevocably right. it imparts an elitist spirit to the people who drink it The whisky preferred by contenporary, affluent young men. . . which women are only too happy to share

When Looking at and EvaluatingBrandPrints当你细看及评估品牌写真时 • Remember Neil French’s story of the brilliant carver of wooden elephants 记住Neil French 关于伟大的木象雕刻匠的故 事 • His secret for making perfect elephants was to cut away everything that was not elephant 它创造完美大象的秘诀是，去掉所有不是大象 的部分

Examples of Shorter BrandPrints 精悍的品牌写真------例如• Jaguar Original• Impulse• The Economist• Bank of China• American Express

Jaguar (USA) The difference between Jaguar and other cars runs deeper than sheet metal and engineering: It’s about soul, passion and originality A Jaguar is a copy of nothing ... just like its owners Jaguar和其他轿车的差别不仅在钢板和引擎技术 在于精神、热情和原创性 Jaguar都是独一无二的 就象它的主人

Impulse (Europe) Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into womanhood As I experiment with the emerging me, Impulse surrounds me with an energy field filled with vitality, spontaneity and the courage to be myself

The Economist (Asia) The Economist is red and daring Its bold covers hint at what lies within: provocative, brutally honest and non- conformist opinionsBeholden to no one, it refuses to ‘kow tow’ to popularity, and sees through the new clothes of emperors, politicians and taipans alike





Bank Of China (Singapore) The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets ... the Wisdom of Wealth

American Express American Express… is not for everybody. It is for those who think bigger thoughts, do bigger things, and paint bigger pictures

Additional Ways to Approach Writing a BrandPrint 其他形成品牌写真的方法• A to Z• Photomontage 图片集锦

A To Z - A Verbal Bank• Using word association to articulate suppressed feelings and emotions 运用词汇联系来表达潜在的感觉和情绪• Can be used in addition to Brand Audit to enrich vocabulary 除了可以运用在品牌检验，还可以丰富词汇 e.g. BMW (New Zealand)

How It Works 如何运用• Generate word associations for the brand beginning with the letter A and write them down 将字母A开头的与本品牌有关的词汇都写下来• Then for the letter B, then for letter C etc etc to Z 接着字母B，字母C……到字母Z• Review your Word Bank 重新检视你的词汇银行• Select one association for each letter 每一个字母选择一个有联系的内容• Write a summary 写下小结

A Adult Active Arrogant Ambitious AchievementB Blitzkrieg Bold Ballsy Better CompetitiveC Cultured Classic Confident Conservative EliteD Driveable Dynamic Discerning Drive me GoalE Envy Energetic Engineered Expensive ImportantF Flat Out Fast Fashionable FastG Grunt German Glamour German LeaderH Handling Harmony Hi tech Hot MeI Independent Individual Intelligent Integrity NuanceJ Jumping Jive JazzK Kraut King Killer KnowledgeL Look Out Lover Luxury Long termM Modern Muscle Manly MeticulousN Noticed Notorious Not old Nurtured

O Overt Overdrive Pride Pleasure PositiveP Prestigious PassionateQ Quick Quality Red Reliable SelfishR Revs Refined Sleek Silent TorqueS Suave Stylish Tailored ThroatyT Trustworthy Thrusting Understand ValuesU Unbeatable Unique Virile Verve WantonV Vamp Vibrant Wayward Wish XcellenceW Youth Wealth Xciting XuberantX Xcuse Me SeXy Yearn YesY Young Zealot ZippyZ 0 - 100 Zoom

A Arrogant, aspirational We saw a BMW as:B Ballsy, bold Having power under controlC Com/fort, classy, confidentD Demanding, discerning A feeling of superiority achievedE Exclusive, engineered by being the tamer of aF FashionG Glamour powerful, passionate beastH Hot A perfect sense of harmony and I Individual, intelligent balance in a car which has pureJ Jazz power and passion under its skinK Killer The Brand Print was crafted fromL Lovers this pointM ManlyN Not old, not slowO OvertP PassionateQ QualityR RedS SleekT (Tailored)U UniqueV VirileW WealthX XcitingY YearningZ Zealot

Photomontage - A Visual Bank 图片集锦----视觉银行• Captures spontaneous/implicit perceptions 抓住自发的、有暗示意义的认知• Very useful in understanding competitive differences 在理解竞争性差异时非常有用• Can be used in addition to other techniques to enrich visual images 可以运用在其他技术上以丰富视觉形象

How It Works 如何运用• Take a pile of old magazines of all types 找出一对旧的各式各样的杂志• Issue everyone with scissors 发给每个人一把剪刀• Get the group to cut out pictures of images that seem relevant to the brand and form them into collages 让小组建下与品牌有关的图片，并将他们贴起来• Ask each individual to explain their collage 让每个人解释他们的图片• Summarise 总结• Use for competitors too 对竞争品牌用同样的方法

What A Brandprint Is 什么是品牌写真•A vivid statement of the unique relationship that existsbetween a consumer and a brand 一句有关消费者和品牌间独特关系的生动的陈述•The Brand’s DNA of its fingerprint 品牌指纹的DNA•The core truth and spirit 核心事实和精神•Unique to the brand. Impossible to transfer 具有独特性，无法被转让

A Brandprint Is Not 品牌写真不是…...• A description of the brand 一个关于品牌的描述• A description of the advertising 一个关于广告的描述• A marketing objective 一个市场目标• A strategy 一个策略• A brief 一份简报• A wish list一份愿望表

A Good BrandPrint 好的品牌写真Poetry not Prose - 27 Drafts• Everyone attempts, but one (usually creative) person is responsible forthe final words 每个人的努力，一个人（通常是创意人员）负责形成最后文字• Preparation is important. Take a long walk, a bath, a glass (or two orthree) of wine ......… 准备工作很重要。散步、冲凉、喝几杯葡萄酒…….• Mindset is critical. Lock up the left brain, unlock the right 思维设 定很重要。 锁上左脑，打开右脑。• Explore all sensory dimensions - look, sound, smell, touch, taste探索所有感官的方面－看、声音、味道、触摸、品尝• Feelings first, images next, descriptives last 第一是感觉、其次是形象、最后是描述