Comprehensive Brand Management

Less Obvious Points of Contact 不太明显的接触点• Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何让品牌与消费者品牌世界产生联系的东西都 是媒体 For Example例如 • Seagram Four Roses giveaway tattoos纹身 • A potted plant 盆景

A Wine Cork 葡萄酒软木塞I came upon this wine cork at a party. I was sniffingit, and lo and behold -- I discovered a message,literally right under my nose. It says \"Please visitour Web site at www.heron.com\"So nowadays, this... ... is no longer just somethingthat plugs up a bottle. It must suddenly be viewedas a communications vehicle... and yet anotherplace for the consumer to experience the brandRick Boyko

Have a Break小憩片刻

Fun & Fitnessin an MTR Mirror

Duracell Placed After Weather Reportson a Pager Long, long, long, long life - Duracell

Moving ThroughAt this stage we have a How do we then pick thenumber of possible best combination ofpoints of contact through points of contact - thewhich the idea can Brand World we areconnect with the creating?customer 我们如何选择接触点的最我们有一系列与IDEA有关 佳组合？的品牌接触点

Our ability to surround the consumer with thebrand in ways that work effectively increases thevalue of what we offer exponentially Shelly Lazarus

Evaluation 评估• Intensity of involvement 投入强度 How can a point of contact make the idea shine brighter? 接触点如何让IDEA变得更精彩？• Interplay相互联系 How can different points of contact work together for greater overall involvement? 不同的接触点如何共同作用，让整体品牌投入度 最大化？

Interplay of Messages 讯息间的相互影响 Umbrella Message主要讯息IT can sharpen your business’ competitive edge. IBM understands, and is leading the way in biz transformation through e-business solutionsIT 可以增加你业务上的竞争力，IBM了解这一点，并且通过 电子商务解决方案，引领biz领域的发展

Underneath the Umbrella Message e-biz is here and Supporting Compatible, now in China - Messages open architecture tried and tested 支持讯息 兼容的开放平台 e-biz在中国进行试验 IBM combines localIBM offers solutions expertise with strong tailored to China international heritage businesses IBM将国际形象和当地 IBM为中国企业 经验相结合提供定制的解决方案Individual Product Messages 独立的产品讯息

Prioritising Points of Contact As a Team Using a Strategic Impact Matrix运用策略矩阵选择接触点 Intensity of involvement ->融入强度 123 456 789Interplay 1 2potential 3相互影响 的潜力 4 5 6 7 8 9

Possible Points of Contact for Pore Strip LaunchPore Strip上市的可能接触点 1. In store demonstration店头展示 2. Magazine sampling杂志样本 3. Mall event购物商场活动 4. Magazine feature杂志 5. Take one sampling in store店头样品

Scoring Intensity of involvement ->得分 123 4 56 7 89 Interplay potential 11. In store demonstration 7.8 242. Magazine sampling 3.3 33. Mall event 9.9 2 4 5 6 75 81 934. Magazine feature 5.25. Take one sampling in store 5.7

Summary小结• Interplay and intensification improve results 相互影响和强化提升最终结果• 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• 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



Conclusion 结论

What We Have Done我们学习了什么？Discovered the Challenge Described the Brand’s DNAfacing the brand ina 360 Degree way BrandPrint 品牌写真Challenge Idea 挑战 Brand World 品牌世界Created a world which maximises the interplay between the brandand its customers at various points of contact

How We Got There如何得到？Gathered, ordered Understood the uniqueand interpretedinformation about the relationship betweenbrand in a 360Degree way Brand Audit the brand and 品牌检验 its customers Brand Scan 品牌扫描 Points of contact 接触点Defined the areas where the brand can intensify theimpact it has on people’s lives

Sequence 顺序 Brand Scan Idea Brand Audit 品牌扫描 品牌检验 Brand World Challenge 品牌世界 BrandPrint 挑战 品牌写真Points of contact Executions 接触点 执行

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 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

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 share price 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 pursuit of this cause 让我们有更好的回报

To Be Successful at 360 Degree BrandingYou 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 从一开始就从360度角度思考问题 • 360 Degree thinking is not linear 360度思考不是线性的 – 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 • The final communications programme may not necessarily use all the disciplines available - only those that are appropriate最终传播活动可能不会用到所有的方法 ，会选择哪些最合适的方法

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 失去对结果的预见，沉迷在过程中 – 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，填完一些列表格，工 作就可以完成

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 认为自己进行比整个团队作业更快• 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

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？• 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