Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..讓男人去買女人的內衣.…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？AndnowforsomethingcompletelydifferentFashionshow時裝秀Webcast網絡SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開創先例，并且讓公眾知道LeadIdeasIntensificationbyweavingtheideastogether將不同的IDEA組織在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 在Superbowl期間發布廣告，告知公眾世界上第一個網上市裝秀Problem:responselevelscrashedthesystem!難題： 系統崩潰！Summary小結Interplayandintensificationimproveresults 相互影響和強化提升最終結果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 品牌世界時一個感覺的世界，它通過選擇不同有相互影響的接觸點，加強消費者對品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具GroupExercise3

分組練習Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發掘你們品牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產出接觸點并運用策略矩陣加以評估Reportbackinonehourstime 1小時后報告Conclusion 結論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學習了什么？

IdeaBrandAudit品牌檢檢驗BrandScan品牌掃掃描Pointsofcontact接觸點點Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere如何得得到？？Sequence順序BrandScan品牌掃掃描BrandAudit品牌檢檢驗Pointsofcontact接觸點點Challenge挑戰BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執行WhyWeHaveDoneIt為什么么我們們這樣樣做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌牌和消消費者者的每每個接接觸點點，創創造造可以以讓品品牌前前進的的偉大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消消費者者投入入度最最高的的接觸觸點，，讓讓我們們將力力量集集中在在那里里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客客戶和和他們們消費費者之之間的的關系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客客戶的的價值值，通通過市市場份份額、、利潤潤和股股價AddedfutureClientvaluebydrivingnewopportunities通過驅驅動新新的機機會增增加客客戶未未來的的價值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們們有更更好的的回報報WhyWeHaveDoneIt為什么么我們們這樣樣做？？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌牌和消消費者者的每每個接接觸點點，創創造造可以以讓品品牌前前進的的偉大大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇消消費者者投入入度最最高的的接觸觸點，，讓讓我們們將力力量集集中在在那里里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客客戶和和他們們消費費者之之間的的關系系IncreasedClientvalueintermsofmarketshare,profitandshareprice提升客戶的的價值，通通過市場份份額、利潤潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新新的機會增增加客戶未未來的價值值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause讓我們有更更好的回報報WasItWorthit?它值得嗎？？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素素健是否有有相互影響響？Areweintensifyingtheidea?IDEA有增強嗎？？Isitpracticalandaffordable?它實際嗎？？負擔得起起嗎？Willitbuildthebrand?它是否會建建立品牌？？IfnotstartagainPuttingItAllTogether將所有的東東西放在一一起Drawamaptoshowhoweverythingfitstogether畫個圖看一一下，每件件事如何相相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何與你你的客戶溝溝通CurrentRetrospectiveCases案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態度7.Justdoit4.Focusonoutputnotprocess重點是產出出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣樣的事情Keymessagestotakefromfromthissession本次課程的的主要訊息Closing結束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有點復雜雜，但并不不是很復雜雜Thebasisistwogroupmeetings-frontandback基礎是兩次次團隊的會會議（前期期和后期））Itdoesn’’thappennaturally它不會自然然的發生Thebigenemyisintegration最大的敵人人是整合RedFireisthepassionthatdrivesus紅色火焰是是驅動我們們的熱情Pre-eminentcreativeforce卓越的創意意力量Bestpeople最好的人員員Mostvaluedbythosewhomostvaluebrands被珍惜品牌牌的人所賞賞識360DegreewithoutRedFirerevertsbacktointegration沒有紅色火火焰的360度將會會回到整合合的階段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功運用用360度度品牌思考考，我么必必須清楚Think360Degreefromthebeginning從一開始就就從360度角度思思考問題360Degreethinkingisnotlinear360度思考不是是線性的focusonoutputnotprocess重點在產出出，而不是是過程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填填表或跟隨隨流程Thinkintheround-everythingconnectswitheverythingelse每件事情之之間都有聯聯系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活活動可能不不會用到所所有的方法法，會選擇擇哪些最合合適的方法法BiggestRecipeforDisaster導致災難的的最大因素素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去對結果果的預見，，沉迷在過過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認為僅僅回回答一系列列問題，填填完一些列列表格，工工作就可以以完成OtherRecipesforDisaster其他導致災災難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認為自己進進行比整個個團隊作業業更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費者者生活的角度度來考慮優先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領域銷銷售或僅僅作作為瓜分預算算的方法WasItWorthit?它值得嗎？Istherea360DegreePlus?Isthereinterplaybetweentheelements?在主要元素健健是否有相互互影響？Areweintensifyingtheidea?IDEA有增強嗎？Isitpracticalandaffordable?它實際嗎？負負擔得起嗎？？Willitbuildthebrand?它是否會建立立品牌？IfnotstartagainPuttingItAllTogether將所有的東西西放在一起Drawamaptoshowhoweverythingfitstogether畫個圖看一下下，每件事如如何相互配合合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下，如如何與你的客客戶溝通CurrentRetrospectiveCases案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.T