Comprehensive Brand Management

Writing a BrandPrint 撰写品牌写真• Avoid yetisms like 避免转折语 – Traditional yet curiously modern 传统但现代 – Young hearted yet appealing to all ages 年轻人的心但适合所有年龄人群• Avoid cliché ……避免官腔 – In this fast-paced modern world, it’s nice to know that Brand Y is still offering Z benefit 在这个快节奏的现代社会， 品牌Y还可以提供Z这样的好处真是太好• Watch tired language注意滥用的词语 – Powerful OR Reliably effective OR Light, fine consistency 强有力的，或者可靠的效果，或者轻， 精美的结合

Avoid Tired Language… Get Some Freshness in YourWords避免滥用的词语－－你的词汇应具有新意• Orange, loud, aggressive .... hell bent on gettingrid of dirt, stains and odours (Radion)• Hope without the hype .... a creamy concoction... a handshake bargain (Dove)• Squeaky clean powder that makes a noise likefootsteps in crisp white snow(Birds)

A Test for Recognising A GoodBrandPrint测试 • Distinctive与众不同 • Clear清楚 • Colloquial通俗的 • Truthful诚实的 • Colourful 有色彩

Competitive Advantages Of Brand Stewardship 品牌管家的好处• Open idea (not a black box) 开放的想法• Participative 参与• Intuitive 直觉• Relatively inexpensive 相对不昂贵• Genuinely Ogilvy 诚实的奥格威

Beyond The BrandPrint除了品牌写真• The BrandPrint is only the beginning 品牌写真仅是开始• It should influence everything you do on your brand 它将会影响到你对品牌做作的每一件事情• It is not re-written very often 它并不 会经常被修改• When put together with the Challenge it should provokethe Brand Idea 当与品牌挑战方在一起，它可以激发品牌IDEA

Team Exercise 1 分组练习• Pick the brand assigned to your group 根据各组被指定的品牌• Review what you already know about it 重温你们对该品牌了解的所有内容• Conduct a Brand Audit on it, 针对它作品牌检验• Define the brand print 形成品牌写真• Report back in one hours time 1小时后报告

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Ideas in a 360º World360度世界中的IDEA

Unless your advertising is built on a Big Idea it will pass like a ship in the night David Ogilvy - How to create Advertising that Sells

360° is just a compass and an empty ocean without a Big Idea

Why 为什么？• 360º only works if there is a strong idea behind it 只有背后存在一个很强的IDEA时，360 才会起作 用• Clients buy our ideas not our processes 客户买的是我们的IDEAS，而不是过程 We might want to show our wives our muscular bodies but not our exercise machines 我们想给妻子看的是我们健美的身体，而不是 我们练习时用的机器

Unless we have a sense of what an idea is it isvery hard to say whether any one idea is goodor bad除非我们知道什么是“IDEA”， 我们很难判断某个人的“IDEA”是好还是坏

The Classic DefinitionBisociation of two or more previouslyunconnected thought matrices两个或多个以前不相关想法的组合 Arthur Koestler

Pareto Didn’t Only Think About 80/20Rules… His Definition…...A new combination of old elements 旧元素的新组合 Pareto

A Definition From The CreativeDirector of JWT in the NineteenTwentiesIn advertising an idea results from a newcombination of specific knowledge aboutproducts and people with general knowledgeabout life and events 在广告中，IDEA来自于对产品知识的了解和对生活和事件有常识的人两部分的组合 James Webb Young

Putting the Elements Together….Our Definition我们的定义An unexpected combination of different thoughtswhich puts a particular thing in a new andinvolving context不同想法的一个意想不到的组合，它将一个特定的事物放在一个新的联系中

StrangeOr, To Put It Another Way 或者从另一个角度Making the familiar让熟悉的事务and the strange familiar和陌生的事物变得熟悉

Think of Some ExamplesOf ideas that grew out of• combining familiar things in an unfamiliar way or 将熟悉的事物用不熟悉的方法组合起来• seeing the familiar in an unfamiliar way 用不熟悉的方法看熟悉的事物

IBM IdeaUnexpected users, everywhere, are enfranchised by technology 意想不到的使用者， 在任何地方，被技术赋予同样的权利

Putting This into the Context of 360 DegreeBrand Thinking将这些放在360度思考的框架内 • Challenge挑战 – In order to meet our objective we have to… 为了达到我们的目标，我们必须…... • BrandPrint品牌写真 – a description of the Brand’s DNA 品牌DNA的描述 • Idea – the unexpected combination of different thoughts which puts the brand in a new and involving context • Execution执行 – the techniques, properties and production values which convey the idea 可以传达IDEA的技术、道具、制作等

IBM• Challenge挑战 – IBM as the underlying fabric of the information age IBM作为信息时代的基石• BrandPrint品牌写真 – magic I can trust 我可以相信的魔力

IBM• Idea – unexpected users, everywhere, are enfranchised by technology 出乎意料的使用者, 在任何地方, 被技术赋予同样 的权利• Execution (advertising) 执行(广告) – subtitles provide a vehicle for overlaying techno- speak on ordinary speak

Taking Ideas Across Disciplines or Media• Translation - adaptation only 转化• Stretching - extending the idea in some 延展性 way, or using the new context to present the idea in a different light• Interplay - making the Idea have impact in a 相互影响 different or deeper way

Execution 执行• Techniques are not ideas 技术不是IDEA – demonstration展示 – slice of life生活片断 – endorsement by personality 个性的背书A \"property\" is an executional component that intime starts to signify the idea

Ideas and Execution Idea Weak弱 Strong强Execution Great 杰出 Poor 较差

Seven Secrets for Great Ideas 杰出的IDEA得七个秘诀1. Defining the characteristics of great ideas in the abstract will not help you create one in the slightest 从理论上去定义杰出的IDEA的特性，不会帮助你创造出 杰出的IDEA。2. The best ideas come out of a process of “emotional smothering” of the creative team 最好的IDEA来自于创意小组的“情感窒息”3. The creator of the idea often does not always recognize it as such himself 杰出IDEA的创造者，经常自己无法辨识。

Seven Secrets for Great Ideas4. There are a hundred stages during which good ideas can be lost, most of them internal 有很多阶段，好的IDEA会被放弃， 大部分是在我们内部5. Clients assess ideas relatively not absolutely 客户不会绝对的评估相关的IDEA6. Research can kill good ideas but it can also save them 调研可以杀死好的IDEA，但也可以拯救它。7. The best creative ideas become strategic ideas rather than vice versa 最好的创意IDEA可以成为策略IDEA，相反的情况则不多

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Where Have We Got to? 我们已经知道什么？• We have interrogated the brand in a 360 way to find out its weaknesses - the Challenge 我们已经从360度角度审视品牌, 寻找它的弱点---品牌挑战• We have explored the subjective aspects of the brand to arrive at a BrandPrint 我们已经发掘出品牌的主要方面, 形成品牌写真• Putting the BrandPrint together with the Challenge sparks the Idea 品牌写真与品牌挑战一起, 激发出品牌IDEA• We now have to take the Idea out into the world of the customer and maximise their involvement 我们必须将品牌IDEA带入消费者的世界, 让品牌与消费者的融 入度达到最大化

Creating a Brand World创造一个品牌世界 Idea Brand World 品牌世界Points of Contact 接触点

What We Are Trying to Do Differently我们试图有哪些不同的做法? Conventional 360º Communicatio Communication 传统的传播 360度的传播• Single unconnected • Creates a Brand World which shots 单纯\无联系 involves the customer 创造一个融入消费者 的品牌世界 • An experience of the brand, not just the delivery of a communication 品牌的体验, 非仅仅 讯息的传递

Greater Involvement Is About 较强的融入度是关于• Intensity 密集度 A particular point of contact making the idea shine brighter and thus involving the customer more 可以让品牌IDEA发光的接触点, 同时让消费者融入更深.• Interplay相互影响 Different points of contact working together for greater overall involvement 不同接触点共同作用, 以达到最大的融入度.

Multiple Connections多维联系The idea connects with the customer in multipleways - creating a sensory surround IDEA以多种方式与消费者相连接, 创造整体感受

In The Different Encounters the Customer HasWith the Brand at Different Points of Contact不同的接触点, 消费者与品牌有不同的接触状况 We can create interplay between the encounters 我们可以创造它们之间的相互影响 We can use this interplay to intensify involvement 我们可以运用这些相互影响加强品牌的融入度

Launching a New Low Cost Credit Card :The Old Way 低费用信用卡上市 (旧方式)• Launch TV commercial 上市电视广告• Simultaneous press conference 同时举办新闻发布会• Mail pack carries still from TVC 邮件外表来自TVC This may be integration: it is not 360º thinking 这可能市整合的思考, 但不是360度的思考

Launching a New Low Cost Credit Card: The New Way 低费用信用卡上市(新方式)• In editorial columns, a specially commissioned external report on the high cost of borrowing receives high coverage - creating an issue 专栏创造话题• Launch TV advertising majors on a new kind of low interest card - capitalizing on the concern 电视广告形成关注• A mail shot makes an early bird offer and provides detailed competitive comparisons 邮件提供详细的比较

Interplay相互影响Creating Low Makingan issue Interest an offer创造话题 Rates 低利率 Offering a solution 提供解决 方案

Interplay Through Time时间上的相互影响Level 1 • Create issue创造话题 PR公关 Outdoor户外 Posters海报3 wks • Establish idea建立IDEA Events事件 Print Ads平面 RadioLevel 2 • Create desire创造需求 电台 Buses车身 DRTV5 wks • Inform & educate告知\教育 DRTV Telemarketing电话行销 • Drive response 引导反应 Solicitation Packs Take-Ones Web-Site 网站 FSILevel 3 Welcome Pack Welcome Call8 wks • Activation & usage Balance Transfer MGM 行动和使用 Membership Rewards X-Sell

Getting the BrandTeam together 集合所有品牌团队成员• The second point when the whole team have to meet, including Mindshare 第二次所有成员必须参加, 包括传立• A tank treatment to – immerse ourselves in the world of the customer 让我们进入消费者的世界 – and explore how the brand can get involved in peoples’ real lives 探究品牌如何更多融入人们的生活

Close Your Eyes and Imagine Seeing a Fish闭上眼睛, 想象你正看到一条鱼 • Now close your eyes again and imagine being a fish 现在再次闭上眼睛, 想象你自己变成一条鱼

Being a Fish, Not Seeing a Fish变成鱼, 而不是看着鱼

Points of Contact 接触点• Explore the possible points of contact between the brand and its customers 探究品牌与其消费者之间的可能接触点• Think about customers’ everyday lives - where do they most often think about and use the brand 仔细想一下消费者每天的生活, 在哪里他们会 经常想到或用到这个品牌

For Instance, the Brand World for Milo in Thailand 例子: Milo的品牌世界, 泰国• Milo is there whenever and where ever the customers are 无论何时何地, Milo都存在 – in school …… at home 在学校……在家中 – in rural areas …… at local sporting events 在乡村田野……在当地体育活动中 – in coffee shops ……. in the media 在咖啡店……在媒体上• And where Milo is, it gives them and surrounds them with things that help them win at sport Milo提供给的, 都可以帮助他们在体育活动中赢得胜 利的

Some Techniques To Stimulate Point ofContact Opportunities一些帮助激发接触点的技术 • Day in the life 生活中的一天 • Snap shuffle deck 扑克牌 • The Compass dial 指南针

A Day in the Life 生活中的一天• A stage-managed experience 一种体验• Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 让品牌团队感受品牌与消费者关系的环境、情 感和表情等• Stimulating all their senses - sound, sight, touch, smell, taste 刺激他们所有的感官---听觉、视觉、触觉、味 觉等

Possible Stimuli可能的刺激 Logo board of brands Workplace noises工作场所的声音Bookshelf 品牌Logo班 Framed family photos家庭相册 CD collection 收集的CD书架 Holiday snaps 假日 Videoclips & vox popsPhotos Chart history of category 相片 Tools of their trade Logos of business partners 交易工具 Colours 商业伙伴的Logo 色彩Bookshelf Diary of a day in the life 书架 words, film or photos Articles on competitors竞争者的文章 一天的日记、录影、照片Contents of their handbags 手提袋中的内容 Competitive products 竞争产品 Their magazines他们的杂志Photos of bedroom or kitchen Signals of their interests & activities 感兴趣事情和活动 居室、厨房的照片

Snap CarddeckPick two cards, one from each deck每个盒子内抽出一张卡片 Blue Deck + Red Deck 蓝色盒子 红色盒子What is happening Where they could in their lives be most involved 在他们的生活中 在那里他们会被 发生了什么？ 融入得最深Come up with possible points of contact 形成可能的接触点

Using Your Impression of What Is Happening inthe World at Large …运用你自己的印象Blue• What do you feel is happening in people’s lives that might affectDeck their relationship with the brand? 现实生活中发生的哪些事情，会影响到消费者与本品牌的关系 • Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他们所认可的人或事本品牌可以学习、利用？ • What is new in the marketplace that may influence the way they feel about the brand? 市场中的哪些新发展可能会影响到消费者对本品牌的感受？ • What do you imagine the competition could get up to that could damage that relationship? 你想象一下， 竞争者做什么可能危及消费者与本品牌之间的关系？

Red Thinking About Where the Brand Could Identify With the CustomerDeck 思考在哪里品牌可以融入消费者• When are the brand’s customers most involved in the media they consume(time, place, behaviour and attitude of mind)?在哪些时间，品牌的消费者对媒体最投入？（时间、地点、行为、态度）• Is there a natural media fit between the brand and its customers’ lifestyles? 是否存在自然的媒介，让品牌和消费者生活相联系？• What is changing in the way the brand’s customers consume media? 本品牌消费者消费媒体的行为是否有所改变？• In what way could the use of media be tailored to intensify the relationshipbetween : a) different messages? b) different target audiences? 哪些方式可以让媒体度身定做以加强消费者与品牌的关系？ a) 不同的讯息 b) 不同的目标对象• Is there a natural sequence to the choice or use of media in building greaterinvolvement with the brand?在选择和运用媒体上，是否存在自然的顺序，加强消费者对品牌的投入度

More Obvious Points of Contact明显的接触点 The outer rim of the dial 罗盘的外层