365度品牌
Victoria’s Secret: Objective
Get men to buy women’s underwear..
讓男人去買(mǎi)女人的內(nèi)衣.


Intensification by weaving the ideas together將不同的IDEA組織在一起
Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl 在Superbowl期間發(fā)布廣告， 告知公眾世界上第一個(gè)網(wǎng)上市裝秀

Summary小結(jié)
Interplay and intensification improve results 相互影響和強(qiáng)化提升最終結(jié)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 品牌世界時(shí)一個(gè)感覺(jué)的世界， 它通過(guò)選擇不同有相互影響的接觸點(diǎn)，加強(qiáng)消費(fèi)者對(duì)品牌的投入度
Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360° tools 各種360度思考的工具

Group Exercise 3 分組練習(xí)
Go back into your groups 回到你的小組
Explore the Brand World for your brand 發(fā)掘你們品牌的品牌世界
Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 產(chǎn)出接觸點(diǎn)并運(yùn)用策略矩陣加以評(píng)估
Report back in one hours time 1小時(shí)后報(bào)告




Conclusion 結(jié)論
What We Have Done 我們學(xué)習(xí)了什么？
How We Got There 如何得到？
Sequence 順序
Why We Have Done It 為什么我們這樣做？
Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消費(fèi)者的每個(gè)接觸點(diǎn)， 創(chuàng)造可以讓品牌前進(jìn)的偉大IDEA
Selected the richest points of customer involvement on which to focus our efforts 選擇消費(fèi)者投入度最高的接觸點(diǎn)， 讓我們將力量集中在那里


Thus 因此
Improved the relationship between clients and their customers 提升客戶(hù)和他們消費(fèi)者之間的關(guān)系
Increased Client value in terms of market share, profit and share price 提升客戶(hù)的價(jià)值，通過(guò)市場(chǎng)份額、利潤(rùn)和股價(jià)
Added future Client value by driving new opportunities 通過(guò)驅(qū)動(dòng)新的機(jī)會(huì)增加客戶(hù)未來(lái)的價(jià)值
Allowed us to be well paid for using our creativity in the pursuit of this cause 讓我們有更好的回報(bào)
Why We Have Done It 為什么我們這樣做？
Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消費(fèi)者的每個(gè)接觸點(diǎn)， 創(chuàng)造可以讓品牌前進(jìn)的偉大IDEA
Selected the richest points of customer involvement on which to focus our efforts 選擇消費(fèi)者投入度最高的接觸點(diǎn)， 讓我們將力量集中在那里


Thus 因此
Improved the relationship between clients and their customers 提升客戶(hù)和他們消費(fèi)者之間的關(guān)系
Increased Client value in terms of market share, profit and share price 提升客戶(hù)的價(jià)值，通過(guò)市場(chǎng)份額、利潤(rùn)和股價(jià)
Added future Client value by driving new opportunities 通過(guò)驅(qū)動(dòng)新的機(jī)會(huì)增加客戶(hù)未來(lái)的價(jià)值
Allowed us to be well paid for using our creativity in the pursuit of this cause 讓我們有更好的回報(bào)
Was It Worth it? 它值得嗎？ Is there a 360 Degree Plus?
Is there interplay between the elements? 在主要元素健是否有相互影響？
Are we intensifying the idea? IDEA有增強(qiáng)嗎？
Is it practical and affordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？
Will it build the brand? 它是否會(huì)建立品牌？
Putting It All Together 將所有的東西放在一起
Draw a map to show how everything fits together 畫(huà)個(gè)圖看一下，每件事如何相互配合
Think how you can communicate to your client in a compelling way 想一下， 如何與你的客戶(hù)溝通
Current Retrospective Cases 案例回顧
Amex Blue in Singapore
A Mild in Indonesia
IBM e business in China
Left Bank Café in Taiwan
Mild Seven In China
Milo in Thailand
Pond’s Pore Strip in the Philippines
Sanyuan Milk in China
SpeedPost in Hong Kong
Kotex White in Korea

Closing結(jié)束語(yǔ)
360 Degree Branding is more complicated but not that complicated 360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜
The basis is two group meetings - front and back 基礎(chǔ)是兩次團(tuán)隊(duì)的會(huì)議（前期和后期）
It doesn’t happen naturally 它不會(huì)自然的發(fā)生
The big enemy is integration 最大的敵人是整合
Red Fire is the passion that drives us 紅色火焰是驅(qū)動(dòng)我們的熱情
Pre-eminent creative force 卓越的創(chuàng)意力量
Best people最好的人員
Most valued by those who most value brands被珍惜品牌的人所賞識(shí)
360 Degree without Red Fire reverts back to integration 沒(méi)有紅色火焰的360度將會(huì)回到整合的階段
To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功運(yùn)用360度品牌思考，我么必須清楚
Think 360 Degree from the beginning 從一開(kāi)始就從360度角度思考問(wèn)題
360 Degree thinking is not linear 360度思考不是線(xiàn)性的
focus on output not process重點(diǎn)在產(chǎn)出，而不是過(guò)程
don’t think about it as filling out a form or slavishly following a process不要看作填表或跟隨流程
Think in the round - every thing connects with everything else 每件事情之間都有聯(lián)系
The final communications programme may not necessarily use all the disciplines available - only those that are appropriate最終傳播活動(dòng)可能不會(huì)用到所有的方法，會(huì)選擇哪些最合適的方法
Biggest Recipe for Disaster 導(dǎo)致災(zāi)難的最大因素
Believing it is an end in itself
losing sight of the end result by getting obsessed with the process 失去對(duì)結(jié)果的預(yù)見(jiàn)，沉迷在過(guò)程中
thinking that the job can be done if we just answer a set of questions and complete a set of forms 認(rèn)為僅僅回答一系列問(wèn)題，填完一些列表格，工作就可以完成

Other Recipes for Disaster 其他導(dǎo)致災(zāi)難的因素
Feeling that it is quicker if we do it by ourselves without involving the Brand Team 認(rèn)為自己進(jìn)行比整個(gè)團(tuán)隊(duì)作業(yè)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 羅列每件事情，不從品牌融入消費(fèi)者生活的角度來(lái)考慮優(yōu)先順序
Seeing 360 Degree as cross-selling or just carving up a budget 將360度看作跨領(lǐng)域銷(xiāo)售或僅僅作為瓜分預(yù)算的方法
Was It Worth it? 它值得嗎？ Is there a 360 Degree Plus?
Is there interplay between the elements? 在主要元素健是否有相互影響？
Are we intensifying the idea? IDEA有增強(qiáng)嗎？
Is it practical and affordable? 它實(shí)際嗎？負(fù)擔(dān)得起嗎？
Will it build the brand? 它是否會(huì)建立品牌？
Putting It All Together 將所有的東西放在一起
Draw a map to show how everything fits together 畫(huà)個(gè)圖看一下，每件事如何相互配合
Think how you can communicate to your client in a compelling way 想一下， 如何與你的客戶(hù)溝通
Current Retrospective Cases 案例回顧
Amex Blue in Singapore
A Mild in Indonesia
IBM e business in China
Left Bank Café in Taiwan
Mild Seven In China
Milo in Thailand
Pond’s Pore Strip in the Philippines
Sanyuan Milk in China
SpeedPost in Hong Kong
Kotex White in Korea

Closing結(jié)束語(yǔ)
360 Degree Branding is more complicated but not that complicated 360度有點(diǎn)復(fù)雜，但并不是很復(fù)雜
The basis is two group meetings - front and back 基礎(chǔ)是兩次團(tuán)隊(duì)的會(huì)議（前期和后期）
It doesn’t happen naturally 它不會(huì)自然的發(fā)生
The big enemy is integration 最大的敵人是整合
Red Fire is the passion that drives us 紅色火焰是驅(qū)動(dòng)我們的熱情
Pre-eminent creative force 卓越的創(chuàng)意力量
Best people最好的人員
Most valued by those who most value brands被珍惜品牌的人所賞識(shí)
360 Degree without Red Fire reverts back to integration 沒(méi)有紅色火焰的360度將會(huì)回到整合的階段

365度品牌