360度品牌管理内培训

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
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 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
Imagine all communications reflecting the same deep 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
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
Are„„.
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，
Individual Pre-session Exercise: Framing the Agenda 个人练习：
–Amex business partnership Amex 商业伙伴 –IBM increase share of client total budget (key measure)
我们需
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
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
1
360 Degrees Brand Cascade June 30th- July1st Shanghai
Do You Feel That You 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?
• 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
High end PR
Direct related to new distribution
Operational 运作的
Tactical 战术的
Marketing Director ห้องสมุดไป่ตู้销总监
Direct Advertising Sales Promotion
Brand Manager 品牌经理
Low end PR
Recommendation 建议 Focus the agency on 360 Degree Branding as a way of adding value 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 策略的 CEO
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