奥美360度品牌管理

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One to Public Design/ Media One Relations Identity Promotion Buying
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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
Identity 视觉设计
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
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
Agreed Structure for a 360 Degree Agency（360度代理商的结构）
HEAD OF COUNTRY （地区主管）
Head 主管 Head 主管
Consulting
Head 主管
Head 主管
Head 主管
IMAGINEERS
Sales Promotion 销售推广 Adv 广告 Multi-disciplinary Brand Teams One 直效行销 Public Relations 公共关系
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
Word of mouth 口碑 Social attitudes社会态度 Retail environment零售环境 Price 价格 Government endorsement 政府认可 Delivery trucks送货车 News media新闻媒体
Your showrooms展示厅
Prejudices偏见 Quality 质量
Brand P&L 品牌损益
One
Public Relations
Identity
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？
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
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
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：
1
360 Degrees Brand Cascade June 30th- July1st Shanghai
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?
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
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
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• ••Βιβλιοθήκη • •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
Taste 口味
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
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
• 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
• 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 行销总监
Direct Advertising Sales Promotion
Brand Manager 品牌经理
Low end PR
Receptionists style Design and colour 接待人员的风格 设计和色彩 Line extensions Telemarketing scripts电话行销记录 产品延伸 Sales promotion Employee Service experience 促销活动 relations 服务经验 The way the telephone is answered 雇员关系
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
Australia Bangladesh China Hong Kong India Indonesia Japan Malaysia New Zealand Pakistan Philippines Singapore South Korea Sri Lanka Taiwan Thailand Vietnam
Six inches wide 6英寸宽 Grey and wet Mysterious
A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和
Corporate reputation Collective memory 企业声誉 Packaging包装 记忆累计
Agreed Structure for a 360 Degree Agency（360度代理商结构）
HEAD OF COUNTRY
Country P&L 地区损益
Head
Head
Consulting
Head
Head
Head
IMAGINEERS
Sales Promotion Adv Multi-disciplinary Brand Teams
– Amex business partnership Amex 商业伙伴 – IBM increase share of client total budget (key measure)
Ogilvy Resources in Asia Pacific 奥美在亚太区的资源
Adver -tising