1360DegreesBrandCascadeJune30th-July1stShanghaiDoYouFeelThatYouAre…….

你是否覺得你是…...Intherightindustry? 在一個(gè)正確的行業(yè)工作?Withtherightagency? 在一個(gè)正確的公司工作?Attherighttime? 在正確的時(shí)間?360DegreeBrandingisaterrificopportunityforourbrands,ourclients&forourselves對品牌、客戶和我們自己而言，360度品牌管理是一個(gè)巨大的機(jī)會(huì)

IndividualPre-sessionExercise:

FramingtheAgenda

個(gè)人練習(xí)：Basedonwhatyouknownowabout360DegreeBranding,writedownonthecardwhatyoubelievetobethethreekeyissuesweneedtoaddresstobesuccessful

基于你對360度品牌管理的了解，在卡片上寫下你認(rèn)為帶來成功的三個(gè)主要觀點(diǎn)Anissueissomethingwehavetodosomethingabout觀點(diǎn)是一些我們必須要做的事情,它包含Anopportunity機(jī)會(huì)Aproblem問題Abalanceweneedtomakebetweentwoormorethings在幾件事情之間我們需要做的平衡Agenda

議程Introduction-thewhyandthewhat 為什么會(huì)有360度，什么是360度TheHow-fourpartsof360thinking 如何運(yùn)用（360度思考的四個(gè)部分）Challenge

挑戰(zhàn)BrandPrint品牌寫真Idea想法BrandWorld

品牌世界Why360DegreeBranding? 為什么產(chǎn)生360度品牌管理？WorldwideTaskForceReport:TwoYearsAgoWeoperateinsilos 我們在井中作業(yè)Ourbusinessisbeingpusheddownstream 我們的事業(yè)正走向下游ManagementconsultancythreatwithCEOlevelcontacts 管理顧問公司威脅到CEO層面的接觸Recommendation

建議Focustheagencyon360DegreeBrandingasawayofaddingvalueandgettingbackupstream將公司集中到360度品牌思考,以增加我們的價(jià)值,讓事業(yè)重新走向上游DirectrelatedtonewdistributionHighendPRCEOBrandManager品牌經(jīng)理MarketingDirector行銷總監(jiān)Strategic策略的Operational運(yùn)作的Tactical戰(zhàn)術(shù)的DirectAdvertisingSales

PromotionLowendPRNeeds需求Weareintheknowledgebusiness 我們處在一個(gè)需要知識的行業(yè)

Weneedmoreknowledge 我們需要更多的知識Weareintheideasbusiness 我們處在一個(gè)需要想法的行業(yè)

Weneedmoreideas 我們需要更多的想法Weareinthebrandbusiness 我們處在一個(gè)建立品牌的行業(yè)

Weneedmoreinfluenceonthetotalbrand 我們需要在整個(gè)品牌上有更多的影響力

WhatSortofCompanyDoWeWanttoBe?

我們希望成為一個(gè)怎樣的公司？TheUnlimitedBrandCompany無限品牌公司UnlimitedWecrossdisciplinesina360Degreeway通過360度度思考跨越專專業(yè)Wecrossborders跨越邊界Wechallengebarriers挑戰(zhàn)障礙Wetakeitallthewaythrough我們?nèi)轿贿\(yùn)運(yùn)用Insight...Ideas...Execution...Evaluation洞察…IDEA…執(zhí)執(zhí)行…評估Webuildthebrandtoitsfullpotential我們將品牌建建立至極限Imagineallcommunicationsreflectingthesamedeepinsight試想一下,所有的傳播都反映到相同深度的洞察Imagineallmediacontributingtothecampaignasawhole試想一下,所有媒介都整體貢獻(xiàn)在傳播活動(dòng)上SinceThatInitialTaskForce:WorldwideAbsorbphilosophy吸收哲學(xué)Periodofdebate-keepindividualdisciplines保持獨(dú)立的原原則Experimentsonhowtoworktogetherdifferently嘗試如何共同同協(xié)作Gainsonkeyaccounts來自重要客戶戶的經(jīng)驗(yàn)AmexbusinesspartnershipAmex商業(yè)伙伴IBMincreaseshareofclienttotalbudget(keymeasure)AdverOnetoPublicDesign/Media-tisingOneRelationsIdentityPromotionBuyingAustralia?? ???BanglChina ? ? ? ? ?HongKong ? ? ? ? ? ?India ? ? ? ? ? ?Indonesia ? ? ? ? ? ?Japan ? ? Malaysia ? ? ? ? ? ?NewZealand ? ? ? ?Pakistan ? ?Philippines ? ? ? ?Singapore ? ? ? ? ? ?SouthKorea ? ? ? ?SriLanka ? ? Taiwan ? ? ? ? ? ?Thailand ? ? ? ? ?Vietnam ?OgilvyResourcesinAsiaPacific

奧美在在亞太區(qū)的資資源StructuralandAttitudinalObstaclestoImplementing360DegreeBranding實(shí)行360度度品牌管理的的障礙Threetoolstohelpremovetheobstacles三個(gè)幫助消除除障礙的工具具Changedstructure改變的結(jié)構(gòu)BrandTeams品牌團(tuán)隊(duì)BrandProfit&Loss(P&L)品牌損益CREATIVE（創(chuàng)意）Adv廣告Finance,AdminandITpartners（（財(cái)務(wù)、行政政、IT部門）SalesPromotion銷售推廣Head主管Head主管Head主管Head主管One直效行銷PublicRelations公共關(guān)系Identity視覺設(shè)計(jì)Head主管HEADOFCOUNTRY（地區(qū)主管））IMAGINEERSMulti-disciplinaryBrandTeams

多元化品牌團(tuán)隊(duì)ConsultingAgreedStructurefora360DegreeAgency（（360度度代理商的的結(jié)構(gòu)）TheBrandTeam

品牌牌團(tuán)隊(duì)Aleaderwholeads一個(gè)品牌領(lǐng)領(lǐng)導(dǎo)者Teammemberswhoconnect接觸緊密的的成員Sittingtogether,ideally理想狀況下下，應(yīng)該坐坐在一起TheBrandP&L品牌損益Shareofclienttarget分享客戶的的目標(biāo)AP&Lwhichreportshorizontally垂直報(bào)告的的損益Jobstrackedatanindividuallevel工作遵循獨(dú)獨(dú)立的層面面Incomedistributedandprofitdistributedprorataversushoursspent收入和利潤潤根據(jù)時(shí)間間花費(fèi)進(jìn)行行分配Finance,AdminandITpartnersHeadHeadHeadHeadHeadHEADOFCOUNTRYMulti-disciplinaryBrandTeamsConsultingIMAGINEERSAdvSalesPromotionOnePublicRelationsIdentityCREATIVEBrandP&L品牌損益CountryP&L地區(qū)損益AgreedStructurefora360DegreeAgency（（360度度代理商結(jié)結(jié)構(gòu)）What360DegreeDoesForUs360度可以為我我們做什么么？WhatistheTerritoryofaBrand?

一個(gè)品品牌的版圖圖是什么？？Sixincheswide6英寸寬GreyandwetMysteriousLineextensions產(chǎn)品延伸Salespromotion促銷活動(dòng)Serviceexperience服務(wù)經(jīng)驗(yàn)Wordofmouth口碑Receptionistsstyle接待人員的風(fēng)格Prejudices偏見Quality質(zhì)量Designandcolour設(shè)計(jì)和色彩Packaging包裝Retailenvironment零售環(huán)境Deliverytrucks送貨車Yourshowrooms展示廳Corporatereputation企業(yè)聲譽(yù)Telemarketingscripts電話行銷記錄Taste口味Price價(jià)格ThewaythetelephoneisansweredSocialattitudes社會(huì)態(tài)度Collectivememory記憶累計(jì)Governmentendorsement政府認(rèn)可Newsmedia新聞媒體Employeerelations雇員關(guān)系A(chǔ)BrandIsTheTotalityOfWhatTheCustomerExperiences一個(gè)品牌是是消費(fèi)者所所經(jīng)歷的總總和In360Degree

在360度過程程中Youhavetoanticipateeveryencounteracustomerisgoingtohavewithyourbrand你必須預(yù)見見消費(fèi)者與與品牌的每每一次接觸觸機(jī)會(huì)Youmustcustomizethemessageforeachencounter針對每一次次機(jī)會(huì)，設(shè)設(shè)計(jì)需要傳傳達(dá)的信息息Youarearrangingtheencounterstomakesuretheyenrichthecustomer‘soverallexperiencewithabrand設(shè)計(jì)安排這這樣的機(jī)會(huì)會(huì)，以保證證可以增加加消費(fèi)者與與品牌的經(jīng)經(jīng)驗(yàn)A360DegreeBrandScrapsandStrawsThatAdduptotheMostValuableAssetaCompanyHas360DegreeBrandStewardship360度度品牌管家家Createsgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers創(chuàng)造偉大的的“IDEA””，讓我們的品品牌在與消消費(fèi)者的每每一次接觸觸中都可以以向前發(fā)展展Selectstherichestpointsofcustomerinvolvementonwhichtofocusourefforts選擇最有效效的接觸點(diǎn)點(diǎn)，將我們們的努力集集中在這些些方面360DegreeBrandStewardship360度品牌牌管家Improvestherelationshipbetweenclientsandtheircustomers增強(qiáng)客戶和和消費(fèi)者之之間的關(guān)系系IncreasesClientvalueintermsofmarketshare,profitandshareprice增加客戶的的市場份額額，利潤和和股票價(jià)格格AddsfutureClientvaluebydrivingnewopportunities通過過驅(qū)驅(qū)動(dòng)動(dòng)新新的的機(jī)機(jī)會(huì)會(huì)來來增增加加未未來來客客戶戶價(jià)價(jià)值值A(chǔ)llowsustobewellpaidforusingourcreativityinthepursuitofthiscause讓我我們們得得到到更更好好的的利利潤潤回回報(bào)報(bào)Our360DegreeBrandThinking360度度品品牌牌思思考考Cracksthenon-traditionalcustomerinSingaporeGeneratesprofitsfromdreamsinTaipeiMilkssportforallitisworthinThailandSilencesaWhisperwithconfidenceinKoreaMakesmoneyoutofstripteaseinthePhilippinesTurnsanadvertisingpropertyintoapopulistsloganinIndonesiaDiscoversthepowerofselfdiscoveryinChinaIntheBeginningWasaBlankSheetofWhitePaperonWhichaPressAdWasWritten最初的的廣告告是寫寫在報(bào)報(bào)紙上上的平平面廣廣告AlongCameTVWhichWorkedtotheSameBasicShape伴隨電電視的的誕生生，廣廣告工工作仍仍然保保持基基本形形狀SoHeadsStartedtoBecometheSameShape因因此，，頭腦腦也逐逐漸變變成同同樣的的形狀狀ToFittheBriefsWhichWeretheSameShape-SquarePegsIntoSquareHoles以以適應(yīng)應(yīng)同樣樣形狀狀的廣廣告簡簡報(bào)SoAdmanLookedLikeThis所所以，，廣告告人看看起來來都是是這個(gè)個(gè)樣子子的ThenAlongCameSomeOtherSortsofBriefs隨著其其他類類型簡簡報(bào)的的產(chǎn)生生Direct直效行行銷PublicRelations公共關(guān)關(guān)系SoDifferentShapedHeadsWereRequired導(dǎo)致對對不同同形狀狀頭腦腦的需需求ToMakeuptheFullOrchestraofDisciplines為為建建立整整個(gè)管管弦樂樂隊(duì)SpecialisationCanCreateWalls&Silos專專業(yè)化化創(chuàng)造造墻和和井Silo?井井？Alargetowerforthestorageofgrainorcement一個(gè)儲(chǔ)儲(chǔ)藏谷谷物或或水泥泥的塔塔形建建筑Nowindowstolookinoroutof沒有窗窗可以以從里里面看看到外外面或從里里面看看到外外面PlusOtherSortsofBriefs加加上上其他他類型型的簡簡報(bào)OldIntegration以以前的的整合合Eachdisciplinesitsinasilo每個(gè)專專業(yè)都都坐在在井里里面Strategyisdevelopedinaleaddiscipline(usuallyadvertising)策略在在主導(dǎo)導(dǎo)專業(yè)業(yè)中發(fā)發(fā)展（（通常常是廣廣告））Theleaddisciplinedevelopsitsidea(usuallytelevision)主導(dǎo)專專業(yè)發(fā)發(fā)展它它的““IDEA””（通常是是電視視）Otherdisciplinesaregiventheideaandaskedfollowittoproduceauniformlookandfeel(usuallyveryclosetoadeadline)其他專業(yè)在既既定的“IDEA”下，被要求求根據(jù)它發(fā)展展統(tǒng)一的外觀觀和感受（通通常離最后期期限很接近））What’sChanged引引起哪些變化化？Risingcostoftelevision抬高電視的費(fèi)費(fèi)用Mediafragmentation媒介破碎分離離Newmedia-Internet,cable,videoondemand新媒體的誕生生----互互聯(lián)網(wǎng)、有線線電視、點(diǎn)播播錄像Importanceofendorsement背書的重要性性Searchforbettervaluefrombrandspending在品牌投資中中尋求更好的的價(jià)值WeNeedtoChangetheShapeofOurHeadstoApproach360DegreeBrandThinking為實(shí)行360品牌思考，，我們需要改改變我們頭腦腦的形狀?TheNew360DegreeBrandingApproach

新的360度品牌建建立方式WorkasaBrandTeamfromthestartsothinkingdevelopsinadiscipline-richwayandisanchoredintheBrandPrint開始即以品牌牌團(tuán)隊(duì)進(jìn)行工工作，在一個(gè)個(gè)原則下進(jìn)行行思考--------多樣的方法法，以品牌寫寫真為依據(jù)ComeupwithabigIdea產(chǎn)出一個(gè)“BIGIDEA”Chosepointsofcontacttointensifytheinvolvementofthebrandinpeople’’slives選擇接觸點(diǎn)，，加強(qiáng)品牌在在人們生活中中的融入度TheNew360DegreeBrandingApproach

新的360度品牌建建立方式EnsureinterplaybetweenallexecutionalelementstobringtheBrandIdeaalivewhether確保所有可執(zhí)執(zhí)行元素間的的相互影響，，以使品牌牌IDEA誕生，無論single,dualormultipledisciplinesareused是否運(yùn)用到單單一、雙重還還是多元的專專業(yè)Ogilvycompaniesdeliveralltheexecutionsornot是否所有的執(zhí)執(zhí)行工作都由由奧美的公司司完成Thebestchanceofbeing360Degreeiswhenyouhaveaverystrongidea.Ifit’sstrong,itwillstarttohappennaturally“成為360度的最最大機(jī)會(huì)是是當(dāng)你有一一個(gè)很強(qiáng)的的IDEA，，如果IDEA夠強(qiáng)，它它會(huì)很自然然成為360度。?！盨hellyLazarusToGoAlongWithOurNewHeadsWeNeed

為了了配合我們們的新頭腦腦，我們需需要：Stimulitoprovokenewthinking激發(fā)新思維維的工具Newwaysofworkingtogetherthat新的協(xié)作方方式usethefullresourcesoftheBrandTeam運(yùn)用品牌團(tuán)團(tuán)隊(duì)的所有有資源avoidwheel-spinningandduplicationofeffort避免重復(fù)勞勞動(dòng)maximiseourcreativity最大大化化我我們們的的創(chuàng)創(chuàng)造造力力ToGoAlongWithOurNewHeadsWeNeed為為了了配配合合我我們們的的新新頭頭腦腦，，我我們們需需要要：：Practicetoensurewecan鍛煉可以保證證我們picktheroughdiamondsfromtherivergravel在沙礫中篩選選出鉆石cutandpolishthemtogiveourbrandstruebrilliance切割、打磨，，給予我們的的品牌真正的的光彩Casestoinspireusalongtheway案例可以激發(fā)發(fā)我們BiggestRecipeforDisaster

導(dǎo)致災(zāi)災(zāi)難的最大因因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess喪失對結(jié)果的的預(yù)見，沉迷迷在過程中間間thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms認(rèn)為僅僅回答答一系列問題題，填完一些些表格即可讓讓工作得以完完成OtherRecipesforDisaster

其他導(dǎo)致致災(zāi)難的因素素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam認(rèn)為自己個(gè)人人作業(yè)要比品品牌團(tuán)隊(duì)作業(yè)業(yè)來得快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情情，不從品牌牌融入消費(fèi)者者生活的角度度來考慮優(yōu)先先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看看作跨領(lǐng)域銷銷售或僅僅作作為瓜分預(yù)算算的方法DifferencesBetweenOldFashionedIntegrationand360DegreeBrandThinking360度品牌思考與與整合概念的的差異性Integration整合Laundrylistofopportunitiesallofwhichwouldbenicetodobutdon’’tnecessarilysolvethecriticalissue羅列所有的機(jī)機(jī)會(huì)點(diǎn)，有些些可能還不錯(cuò)錯(cuò)，但并不是是解決關(guān)鍵問問題所需要的的Nostrategicguidingprinciple沒有策略指導(dǎo)導(dǎo)原則IdeaactsassuperficialbadgingdeviceIDEA僅作為表面的的東西360DegreeBrandThinkingSolvingthecriticalchallengeofthebrand解決品牌面臨臨的主要挑戰(zhàn)戰(zhàn)Operatingwithinastrategicframework,withdifferentrolestoachievethegoal在策略框架下下運(yùn)作，從不不同角度達(dá)到到目的Drivenbyanidea,whichitextends以可延伸的IDEA為指導(dǎo)WeAssumeThatWeHaveAlreadyDoneOurHomework我們假設(shè)我們們已經(jīng)做完我我們該做的功功課Someagenciesscornresearch,marketingandhomework.TheyskidaroundonthesurfaceofirrelevantbrillianceAtOgilvyweaskyoutodoyourhomeworkandcreatebrilliantcampaignsDavidOgilvySequenceOf360DegreeBrandThinking

360度品牌思考考的順序In360Degreethinkingeverythingconnectswitheverythingelse在360度思思考中，每件件事情之間都都有關(guān)聯(lián)Thereisanaturalsequencefortheteamtomovethrough存在一個(gè)自然然順序Butweneedtocheckbacktoinsightsfrompreviousstagestoprovidestimulusandensurethateverythingfitstogetherandisconsistent但我們?nèi)匀恍栊枰皇腔仡欘櫱半A段的洞洞察，以提供供刺激材料和和確保每件事事配合得很好好，確保他們們的一致性。。TheElements

主要元元素BrandScan品牌掃描BrandAudit品牌檢驗(yàn)Pointsofcontact接觸點(diǎn)Challenge挑戰(zhàn)BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執(zhí)行DiscovertheChallengefacingthebrandina360Degreeway從360度的的角度，發(fā)掘掘品牌面臨的挑挑戰(zhàn)DescribetheBrand’sDNA描述品品牌的的DNAChallenge挑戰(zhàn)BrandPrint品牌寫寫真BrandWorld品牌世界Createaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact創(chuàng)造一個(gè)世世界，讓品品牌和它的的消費(fèi)者之之間在各個(gè)個(gè)不同接觸觸點(diǎn)的相互互影響達(dá)到到最大化WhatWeNeedIdeaBrandAudit品牌檢驗(yàn)BrandScan品牌掃描Pointsofcontact接觸點(diǎn)Gathering,orderingandinterpretinginformationaboutthebrandina360Degreeway從360度度的角度，，收集、整整理、解釋釋關(guān)于品牌牌的各種訊訊息Understandingtheuniquerelationshipbetweenthebrandanditscustomers了解消費(fèi)者者與品牌的的獨(dú)特關(guān)系系Definingtheareaswherethebrandcanintensifytheimpactithasonpeople’’slives確定品牌可以以增強(qiáng)其對人人們生活影響響的接觸點(diǎn)HowWeGetThere

如何達(dá)到到？2FromBrandScantoChallenge從品牌掃描到到挑戰(zhàn)WheretheBrand’’sProblemsLie品品牌的問題題在哪里？BrandScan品牌掃描Challenge挑戰(zhàn)Equities

資產(chǎn)產(chǎn)A360Degreebrandisacompositeofdifferent,inter-relatedstrengthsorequities一個(gè)360度度的品牌是不不同內(nèi)在相關(guān)關(guān)的優(yōu)勢和資資產(chǎn)的組合Weusesixequitiestolookatabrandinacomprehensiveway我們運(yùn)用六個(gè)個(gè)方面來觀察察一個(gè)品牌Weassessthestrengthsandweaknessesoneachasahealthcheckonthebrand就像品牌的健健康檢查，我我們得到每個(gè)個(gè)方面品牌的的優(yōu)勢和弱點(diǎn)點(diǎn)Image形象Goodwill商譽(yù)Product產(chǎn)品Customer消費(fèi)者Visual視覺Channel銷售渠道ACompositeofSixInterrelatedEquities6個(gè)方面資資產(chǎn)的組合TheBrandTeamNeedsToKnowProduct產(chǎn)品Howtheproductperformancesupportsthebrand產(chǎn)品的的表現(xiàn)現(xiàn)如何何支持持品牌牌？Image形象Whetherthebrand’simageisstrongandengaging是否品品牌形形象很很強(qiáng)并并且吸吸引消消費(fèi)者者？Customer消費(fèi)者者Howstrongthebrand’scustomerfranchiseis品牌消消費(fèi)者者的特特權(quán)有有多強(qiáng)強(qiáng)？TheBrandTeamNeedsToKnowChannel銷售售渠渠道道Howwellthebrandisleveragedinthetradeenvironment通路路環(huán)環(huán)境境對對品品牌牌的的影影響響如如何何？？Visual視覺覺Whetherthebrandpresentsaclear,consistentanddifferentiatingpresence是否否品品牌牌具具有有清清晰晰、、持持續(xù)續(xù)和和差差異異化化視視覺覺形形象象Goodwill商譽(yù)譽(yù)Whetherthebrandisendorsedbyinfluencersandthecommunitiesinwhichitlives是否否品品牌牌被被““影影響響者者””和和社社會(huì)會(huì)團(tuán)團(tuán)體體所所認(rèn)認(rèn)可可？？RecognisethisBrand?辨辨認(rèn)認(rèn)這這個(gè)個(gè)品品牌牌WhatAreItsEquities?什什么么是是它它的的資資產(chǎn)產(chǎn)？？UnusuallythisBrandwasbuiltwithnoadvertisingsupport通常這個(gè)品牌沒有廣告的支持HealthCheck:AmexversusDinersinHongKongAmex和和Diners品品牌牌健健康康檢檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelHealthCheck:AmexversusHSBCVisainHongKongAmex和和HSBC品品牌健健康檢查查ImageGoodwillProductCustomerVisualChannelImageGoodwillProductCustomerVisualChannelNotUntilWeHaveAssessedWheretheStrengthsandWeaknessesoftheBrandAreonTheseSixEquities只有當(dāng)當(dāng)我們們了解解品牌牌在6個(gè)方方面的的強(qiáng)、、弱Canwestarttodeterminewhatthebrandcoulddotobestronger我們才能決決定做些什什么可以讓讓品牌變得得更強(qiáng)大AndcanwedefinetheChallengefacingthebrand我們才能確定定品牌面臨的的挑戰(zhàn)Equities

資產(chǎn)產(chǎn)Equitiesarenotdisguisesforgroupcompaniesorcommunicationdisciplines資產(chǎn)不是一群群公司或多種種傳播方法的的偽裝However,differentdisciplinesclearlyhavemoreimpactonsomeequitiesthanonothers然而，不同的的方法在某些些資產(chǎn)方面會(huì)會(huì)比其他的方方法更有影響響力WhatWeUsetoHelpDiscovery我我們運(yùn)用什么么來幫助發(fā)掘掘？Thebackgroundofourbasicknowledgeandhomeworkaboutthebrand我們的基本知知識背景和關(guān)關(guān)于品牌的功功課AfacilitatedmeetingoftheBrandTeamincludingMindShare具有有促促進(jìn)進(jìn)作作用用的的品品牌牌團(tuán)團(tuán)隊(duì)隊(duì)會(huì)會(huì)議議（（包包括括傳傳立立））Stimuliselectedfromashuffledeckofquestionsacrosstheequitiestoprovokethinkingandfocusdiscussion(itdoesnotmatterwhichequitywestartthediscussionwith)激發(fā)思考考和討論論的“撲撲克牌””AndtheCompassDialasavisualprompt視覺化工工具“指南針””StimuliQuestionsintheShuffleDeck:ProductEquity““撲克牌””中的問問題：產(chǎn)產(chǎn)品層面面Whatmakesthisproductsuperiortothecompetition?這個(gè)產(chǎn)品品優(yōu)于競競爭品牌牌的原因因有哪些些？Doestheproductperformanceliveuptoexpectationsinallitsaspects?產(chǎn)品的的表現(xiàn)現(xiàn)符合合在所所有方方面的的期望望？Aretherethingsaboutthisproductwhich,ifbetterknown,wouldenhanceitsappeal?是否存存在有有關(guān)這這個(gè)產(chǎn)產(chǎn)品的的某些些事情情，如如果大大家都都知道道，可可以增增加這這個(gè)產(chǎn)產(chǎn)品的的吸引引力？？StimuliQuestionsintheShuffleDeck:ProductEquity“撲克牌”中中的問題：：產(chǎn)品層面面Doesthisproducthavetheoptimumprice-valueequation?是否這個(gè)產(chǎn)產(chǎn)品具有最最佳的價(jià)格格--價(jià)值值比？Ifthereisarangeofproducts,howdotheyclarifyorconfusetheproposition?如果有一系系列產(chǎn)品，，他們是否否讓主張變變得更清晰晰或者更混混亂？Ifyouhadafreehand,arethereanythingsabouttheproduct(presentation/design/sizeetc)youwouldchangetomakeitmoreattractive?如果你可以以自由發(fā)揮揮，是否否有任何你你希望改變變的方面，，（包括：：設(shè)計(jì)、尺尺寸等），，讓這個(gè)產(chǎn)產(chǎn)品更具吸吸引力？Example:JaguarIsaQuirkyBrand例例子：：Jaguar是一一個(gè)詭異異的品牌牌Theengineersbuiltbackfeaturesintotheproducttoreinforcethisproductequitye.g.aninstrumentdialinaunusualplaceOrtherubberduckonthesideofthebathintheConradHotelStimuliforImageEquity形形象層面Arethevaluesorattitudesthisbrandownsrelevanttothemarkettoday?品牌所擁有的的態(tài)度和價(jià)值值是否與今天天的市場有關(guān)關(guān)？Doesthebrandleadorfollowtrendssetinthemarketplace?品牌是否引領(lǐng)領(lǐng)或追隨在市市場中的潮流流？Whofeelsclosesttothebrand-adiscretegroup,orawiderangeofpeople?哪些人人與品品牌最最接近近？部部分人人群還還是廣廣泛的的人群群？Towhatextentisthebrandpresentedinadistinctivemannercomparedtothecompetition?與競爭爭品牌牌相比比，品品牌的的風(fēng)格格獨(dú)特特到哪哪種程程度？？StimuliforImageEquity形形象象層面面Isthereastrongideaunderpinningthebrand’simage?在品牌牌的形形象背背后，，是否否存在在一個(gè)個(gè)很強(qiáng)強(qiáng)的““IDEA””？Towhatextentisthebrand’sshareofvoiceaninfluenceonitsimagestrength?品牌的的“SOV”對品牌牌強(qiáng)弱弱的影影響有有多大大？Ifthereisimageweakness,isitbecausethebrandisbeingwronglypresentedornotsupportedintherightway?如果存存在形形象上上的弱弱點(diǎn)，，是因因?yàn)槠菲放埔砸藻e(cuò)誤誤的方方式被被呈現(xiàn)現(xiàn)，還還是沒沒有以以正確確的方方式被被支持持？Example:PondsSkinLighteninginJapanWeigheddownwitha‘grandmother’scoldcream’’reputation重負(fù)“祖祖母的冷冷霜”的的形象Neededtoskipagenerationtorejuvenateimage,andappealdirectlytoanewgroupofyoungwomen需要跳過過一代，，讓品牌牌形象得得以重生生。并且且直接吸吸引新一一代的年年輕女性性DoubleWhiteskinlighteningcreammadePond’sonceagainseemaninnovator(afterfollowingthetrendsforageneration)雙重美白白霜讓Pond’s又一次被被看作創(chuàng)創(chuàng)新者StimuliforCustomerEquity消消費(fèi)者者層面Atwhatpointintheirlives,andforwhatreasons,docustomersstartandstopcomingtothebrand?在生活中中的哪些些點(diǎn)？基基于何種種原因？？消費(fèi)者者開始接接觸品牌牌或不再再接觸本本品牌？？Isthebrandpopularamongstthepeoplewhoshouldbeitsnaturalusers?在品牌的的自然使使用者中中，本品品牌是否否被廣為為接受？？Inlookingfornewcustomers,towhatextentisthebrandtargetingitsbestvolumeopportunity?在尋求新新的消費(fèi)費(fèi)者時(shí)，，品牌目目標(biāo)達(dá)到到它潛力力的多少少？Whoismoreimportanttoinfluence,thepurchaseroruserofthisbrand?誰對品牌牌更有影影響力？？品牌牌使用者者還是品品牌的購購買者？？StimuliforCustomerEquity消消費(fèi)者者層面Whatisthevaluetothebrandofitsbestormostloyalcustomers?品牌忠實(shí)實(shí)消費(fèi)者者對品牌牌的價(jià)值值是什么么？Isthebrandover-dependenteitheronitsloyalcustomersoraconstantarrivalofnewusers?是否本品品牌過分分依賴于于忠實(shí)消消費(fèi)者和和新進(jìn)消消費(fèi)者？？Isthisbrandgettingitsfairshareofthecustomer’swallet?是否本品品牌得到到其應(yīng)該該得到的的份額？？Doesthisbrandtreatitsbestcustomersascustomersforlife?是否該品品牌對待待它最好好的消費(fèi)費(fèi)者如同同生活中中的消費(fèi)費(fèi)者？InMostCountriesNestléEnjoysUniqueCustomerEquityAdvantagesLinkedtoItsProductPortfolioArangecoveringawidesetofneedsacrossfamilylifestages,frommotherstobetosenioradultnutrition涵蓋大范圍的的家庭生活所所需，從母親親到高級成人人營養(yǎng)Umbrellabrandingextendingintomanyaspectsofthecustomer

’slife(unlikeUnilever)品牌擴(kuò)展到消消費(fèi)者生活的的很多方面Thereforetheabilitytorealisethevalueofthecustomerinportfolioandthroughtime有能力了解消消費(fèi)者的價(jià)值值StimuliforChannelEquity

銷售渠道道方面Doestheexistingmixofdifferentchannelsworktothebestadvantageofthebrand’ssalesandimage?現(xiàn)有的不同銷銷售渠道的組組合，是否否給品牌的銷銷售和形象帶帶來最大的好好處Aretherenewpotentialchannelstoexplore?是否有潛在的的銷售渠道可可以發(fā)展？Withinthecriticalchannels,isthebrandeffectivelydistributedanddisplayed?在重要的銷售售渠道，品品牌是否被有有效的鋪貨及及展示？Dosalesforceandchannelactivityworkwelltogether?銷售力量和渠渠道活動(dòng)是否否配合得很好好？StimuliforChannelEquity

銷售渠道道方面Cansalesleadsbetracediftheyaresoldthroughthechannel?銷售痕跡是否否可以被追蹤蹤到？Howimportantisthebrandtothechannel,andhowdoestheTradefeelaboutthebrand?本品牌對銷售售渠道的重要要性如何？銷銷售渠道對品品牌的意見如如何？Whatdopotentialcustomersknowaboutwheretofindthebrand,andisitenough?潛在消費(fèi)者是是否知道在哪哪里可以買得得到本品牌？？這是否足夠夠？AreBusinessPartnersworkingtothebestadvantageofthebrand?商業(yè)伙伴是否否給本品牌最最大的益處？？Howeffectivelydoesafter-salesservicesupportthebrand?售后服務(wù)如何何有效地支持持本品牌？StimuliforVisualEquity視視覺方面Towhatextentisthebrand’slookandfeelalignedtothecorporatevision&valueswhichunderpinthebrand?品牌的外觀和和感受與公司司遠(yuǎn)景及價(jià)值值觀的緊密程程度如何？Istherelationshipbetweencorporateandproductbrandsworkingoptimally?公司品牌與與產(chǎn)品品牌牌之間融合合得是否最最好？Lookingattheproductbrand,howwellarticulatedarecolours,logos,symbolsassociatedwiththebrand?與品牌有關(guān)關(guān)的色彩、、logo、、符號等是否否闡述得夠夠清楚？Doallthevisualaspectsofthebrandgiveacontemporaryfeel?Oracategory-leadingimpression?品牌所有的的視覺方面面是否有當(dāng)當(dāng)今的感覺覺？或者是是否覺得有有一個(gè)品類類領(lǐng)導(dǎo)者的的感覺？StimuliforVisualEquity

視覺方方面Isthebrandpresenteverywhereintheoutsideworld?本品牌在外外部世界是是否得可以以看得見？？Howstrongisthevisualimpactofthebrandinstore?品牌在店頭頭的視覺沖沖擊力有多多強(qiáng)？Towhatdegreearealltheaspectsofthebrand’svisualpresenceconsistentwitheachother?品牌視覺各各個(gè)方面的的一致性如如何？StimuliforGoodwillEquity商商譽(yù)譽(yù)方方面面Arethereanysocialtrendswhicharelikelytoincreaseordecreasedemandforthebrandinthefuture?是否否存存在在任任何何社社會(huì)會(huì)趨趨勢勢，，在在將將來來會(huì)會(huì)影影響響到到對對本本品品牌牌的的需需求求增增減減？？Arethereanyexternalissueswhichaffectthisbrand,eitherpositivelyornegatively?Cananybecreated?是否否有有外外部部觀觀點(diǎn)點(diǎn)會(huì)會(huì)影影響響到到本本品品牌牌？？（（正正面面的的或或負(fù)負(fù)面面的的觀觀點(diǎn)點(diǎn)））能能否否創(chuàng)創(chuàng)造造這這樣樣的的觀觀點(diǎn)點(diǎn)？？Whointheworldatlargehasabiginfluenceonthisbrandorthedecision-makingofitsconsumers?誰對這個(gè)品牌牌有最大的影影響力？對消消費(fèi)者購買決決定有影響力力？StimuliforGoodwillEquity

商譽(yù)方方面Howfavourableisthemediacoveragethisbrandreceives?這個(gè)品牌得到到的媒體方面面的照顧有多多好？Howdoprofessionalexpertsfeelaboutrecommendingthebrandtoothers?專家在推薦這這個(gè)品牌時(shí)的的感受如何？？Doesthebrandpubliclyliveuptoitspromises?是否這個(gè)品牌牌符合它的承承諾？Isthebrandagoodcitizenofthecommunity?本品牌是否是是一個(gè)良好的的社會(huì)公民？？Howdothebrand’sownemployeesfeelaboutbeingassociatedwiththebrand?IstheirbehaviouralignedwiththeCEO’svision?當(dāng)與本品牌有有聯(lián)系時(shí)，品品牌自己雇雇員的感受如如何？Xerox施施樂30minutesafteraderangedemployeehadtakenaguntohiscollegueslastyearacompanystatementwasontheXeroxwebsiteTheCompassDial

羅盤（指指南針）Isavisualprompttohelp360Degreethinking幫助360度度思考的視覺覺刺激Dividedintosixsegments-eachcoveringtheelementsassociatedwithoneofthesixequities分割為6個(gè)部部分，每個(gè)部部分涵蓋該部部分的主要元元素Atthecentretheelementsaremorestrategic中心部部分是是較戰(zhàn)戰(zhàn)略性性的Whatisthebrand’sstrategytowardscurrentusersversusnon-users與非品品牌使使用者者相比比，什什么是是品牌牌針對對目前前消費(fèi)費(fèi)群的的策略略？TheCompassDial羅羅盤（指指南針）Aswemoveoutwardstheelementsbecomemoretangible越往外部，，元素變得得越來越可可操作Thequalityoftheloyaltyprogramme,thestrengthofthebrandidea忠誠度活動(dòng)動(dòng)的質(zhì)量；；品牌““IDEA””的力度Ontheouterrimarethepointsofcontactthemselves-thephysicalplaceswherethebrandpresentsitselftothecustomer最外面的邊邊緣，是是與消費(fèi)者者的接觸點(diǎn)點(diǎn)；是品牌牌呈現(xiàn)自己己的物理地地點(diǎn)Listofelementsassociatedwitheachequity與每個(gè)方面面有關(guān)的主要要元素列表BrandScanHelpsUsDiagnosetheAreasofSicknessintheBrand品牌掃描幫幫助我們診診斷品牌的的弱點(diǎn)Forexample例如Keycustomerswhomthebrandisnotaddressingproperly品牌沒有照照顧好的主主要客戶Wherethebrandneedstobuildstrongerrelationships品牌需要建建立更強(qiáng)關(guān)關(guān)系的地方方Inconsistenciesinthevariouspointsofcontactbetweenthebrandanditscustomers品牌與其消消費(fèi)者在各各個(gè)不同聯(lián)聯(lián)系點(diǎn)上的的不一致性性UsingtheCompassDial

運(yùn)用用羅盤（指指南針）Useitasachecklistoftheanatomyofabrand作為解剖品品牌的“checklist”Seehowyourbrandstacksupagainstacompetitorbrandineachequity在每一個(gè)方方面，你的的品牌與競競爭品牌的的比較如何何？UsingtheCompassDial

運(yùn)用用羅盤（指指南針）Explorewhetherthecreativeideaisleveragedthroughoutthecompassandwhatthescopeisforinterplaybetweentheelements探索索創(chuàng)創(chuàng)意意IDEA是否否在在羅羅盤盤上上得得以以發(fā)發(fā)揮揮，，各各元元素素間間的的相相互互影影響響達(dá)達(dá)到到哪哪種種程程度度？？Askyourselfwhetheryourbrandhasweaknessesthatneedtobeaddressed-thecompassdialwillnottellyouthesolution.Butitwillpointyoutoadefinitionofwhattheproblemis自問你的品牌牌是否存在弱弱點(diǎn)？羅盤不不會(huì)告訴你解解決方法，但但可以幫助助你了解問題題的所在。DistillingtheDiscoveryDiscussion將將討論進(jìn)行行過濾IntoasingleChallenge挑戰(zhàn)Thebiggestchallengethebrandfaces品牌所面臨的的最大挑戰(zhàn)ImageGoodwillProductCustomerVisualChannelSummarisingaBrandScanDiscussion:GuinnessSingapore品品牌掃描小小結(jié)（健力士士，新加坡））HowtheProduct’’sPerformanceSupportstheBrand

產(chǎn)品品的表現(xiàn)如何何支持品牌Product產(chǎn)品PeoplemeasureGuinnessagainstbeer,thereforeareunpleasantlysurprisedbyitsbitterness人們以啤酒的的標(biāo)準(zhǔn)來判斷斷Guinness，發(fā)現(xiàn)它的味道道太苦，不易易接受WhethertheBrand’sImageIsStrongandEngaging

在哪哪些方面品牌牌形象較強(qiáng)Image形象Guinnessisgoodforyoupersistsandisseenasold-fashioned“Guinnessisgoodforyou”有持續(xù)性，但但被認(rèn)為過時(shí)時(shí)Seriousdrink-needstolightenuptoinviteyoungerdrinkersintothebrand嚴(yán)肅飲品---需要讓年年輕消費(fèi)群進(jìn)進(jìn)入本品牌HowStrongtheBrand’’sCustomerFranchiseIsCustomerPeoplecomelatetothebrandanoldman’’sdrink人們接觸品牌牌較晚，是一一個(gè)老年男性性的品牌Youngtendtodipinandoutofbrand年輕人如蜻蜓蜓點(diǎn)水般嘗試試一下HowWelltheBrandIsLeveragedintheTradeEnvironmentChannel銷售渠道Focusesonextremes(hawkercentres&Western-stylepubs),leavingmiddlegroundChinesenightspotsunder-leveraged集中在終端YoungerdrinkerssurprisedifGuinnessisnotavailable-butforgiveoutlet&switchbrands沒有“Guinness”年輕人會(huì)很驚驚訝，但會(huì)原原諒?fù)范D(zhuǎn)轉(zhuǎn)換品牌WhethertheBrandPresentsaClearConsistentandDifferentiatingPresenceVisual視覺Blacknessisvisiblydifferent,strikingandsignifiesmasculinity黑色是視覺差差異，意味味著男性In-barsignageisdusty酒吧內(nèi)的象征征是灰塵WhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLivesGoodwill商譽(yù)Campaignapproachirreverent,butdoesn’tdomuchforthecommunityatlarge廣告方式有點(diǎn)點(diǎn)叛逆、不尊尊重的感覺，，但并沒有太太過分ButawarenessofIrishpubsintroducesan‘a(chǎn)uthentic’feelwhichappealstotheyoung愛爾蘭蘭酒吧吧帶來來可信信的感感覺，，并且且吸引引年輕輕人ImageWhethertheBrand’sImageIsStrongandEngaging是否品品牌形形象夠夠強(qiáng)且且吸引引人CustomerHowStrongtheBrand’’sCustomerFranchiseIs品牌消消費(fèi)者者的特特權(quán)有有多強(qiáng)強(qiáng)ChannelHowWelltheBrandIsLeveragedintheTradeEnvironment品牌在在銷售售環(huán)境境中的的調(diào)節(jié)節(jié)作用用有多多強(qiáng)ProductWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否否品品牌牌保保持持清清晰晰的的、、持持續(xù)續(xù)的的，，并并且且具具有有差異異化化的的呈呈現(xiàn)現(xiàn)VisualWhethertheBrandPresentsaClearConsistentandDifferentiatingPresence是否否品品牌牌保保持持清清晰晰的的、、持持續(xù)續(xù)的的，，并并且且具具有有差差異異化化的的呈呈現(xiàn)現(xiàn)GoodwillWhethertheBrandIsEndorsedbyInfluencersandtheCommunitiesinWhichItLives品牌牌是是否否被被影影響響者者或或在在所所生生活活的的社社會(huì)會(huì)所所認(rèn)認(rèn)可可ImageGIGFY