PPT详细内容

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第2页：360 Degrees Brand Cascade June 30th- July1st Shanghai
第3页：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?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
第4页：Individual Pre-session Exercise: Framing the Agenda 个人练习：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 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
第5页：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
第6页： Why 360 Degree Branding? 为什么产生360度品牌管理？
第7页：Worldwide Task Force Report: Two Years AgoWe 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 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
第8页：Direct related to new distributionHigh end PRCEOBrand Manager 品牌经理Marketing Director 行销总监Strategic 策略的Operational 运作的Tactical 战术的DirectAdvertisingSales PromotionLow end PR
第9页：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
第10页：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
第11页：UnlimitedWe 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
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第13页：Since That Initial Task Force: WorldwideAbsorb 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 Amex business partnership Amex 商业伙伴 IBM increase share of client total budget (key measure)
第14页： Adver One to Public Design/ Media -tising One Relations Identity Promotion Buying Australia ? ? ? Bangladesh ? China ? ? ? ? ? Hong Kong ? ? ? ? ? ? India ? ? ? ? ? ? Indonesia ? ? ? ? ? ? Japan ? ? Malaysia ? ? ? ? ? ? New Zealand ? ? ? ? Pakistan ? ? Philippines ? ? ? ? Singapore ? ? ? ? ? ? South Korea ? ? ? ? Sri Lanka ? ? Taiwan ? ? ? ? ? ? Thailand ? ? ? ? ? Vietnam ?Ogilvy Resources in Asia Pacific 奥美在亚太区的资源
第15页：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
第16页：CREATIVE（创意）Adv 广告Finance, Admin and IT partners （财务、行政、IT部门）Sales Promotion 销售推广 Head 主管 Head 主管 Head 主管 Head 主管One 直效行销Public Relations 公共关系Identity 视觉设计 Head 主管HEAD OF COUNTRY （地区主管）ConsultingAgreed Structure for a 360 Degree Agency（360度代理商的结构）
第17页：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 Sitting together, ideally 理想状况下，应该坐在一起
第18页：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
第19页： Finance, Admin and IT partners Head Head Head Head HeadHEAD OF COUNTRYMulti-disciplinary Brand Teams ConsultingAdvSales Promotion OnePublic RelationsIdentityCREATIVECountry P&L 地区损益Agreed Structure for a 360 Degree Agency（360度代理商结构）
第20页：What 360 Degree Does For Us 360度可以为我们做什么？
第21页：What is the Territory of a Brand? 一个品牌的版图是什么？Six inches wide 6英寸宽 Grey and wet Mysterious
第22页：A Brand Is The Totality Of What The Customer Experiences 一个品牌是消费者所经历的总和
第23页：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 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 the customer‘s overall experience with a brand 设计安排这样的机会，以保证可以增加消费者与品牌的经验
第24页：A 360 Degree BrandScraps and Straws That Add up to the Most Valuable Asset a Company Has
第25页：360 Degree Brand Stewardship 360度品牌管家 Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展 Selects the richest points of customer involvement on which to focus our efforts 选择最有效的接触点，将我们的努力集中在这些方面
第26页：360 Degree Brand Stewardship 360度品牌管家 Improves the relationship between clients and their customers 增强客户和消费者之间的关系 Increases Client value in terms of market share, profit and share price 增加客户的市场份额，利润和股票价格 Adds future Client value by driving new opportunities 通过驱动新的机会来增加未来客户价值 Allows us to be well paid for using our creativity in the pursuit of this cause 让我们得到更好的利润回报
第27页：Our 360 Degree Brand Thinking 360度品牌思考 Cracks the non-traditional customer in Singapore Generates profits from dreams in Taipei Milks sport for all it is worth in Thailand Silences a Whisper with confidence in Korea Makes money out of striptease in the Philippines Turns an advertising property into a populist slogan in Indonesia Discovers the power of self discovery in China
第28页：In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written 最初的广告是写在报纸上的平面广告
第29页：Along Came TV Which Worked to the Same Basic Shape 伴随电视的诞生，广告工作仍然保持基本形状
第30页：So Heads Started to Become the Same Shape 因此，头脑也逐渐变成同样的形状
第31页：To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes 以适应同样形状的广告简报
第32页：So Adman Looked Like This 所以，广告人看起来都是这个样子的
第33页：Then Along Came Some Other Sorts of Briefs 随着其他类型简报的产生Direct 直效行销Public Relations 公共关系
第34页：So Different Shaped Heads Were Required 导致对不同形状头脑的需求
第35页：To Make up the Full Orchestra of Disciplines 为建立整个管弦乐队
第36页：Specialisation Can Create Walls & Silos 专业化创造墙和井
第37页：Silo? 井？A large tower for the storage of grain or cement 一个储藏谷物或水泥的塔形建筑 No windows to look in or out of 没有窗可以从里面看到外面 或从里面看到外面
第38页：Plus Other Sorts of Briefs 加上其他类型的简报
第39页：Old Integration 以前的整合Each discipline sits in a silo 每个专业都坐在井里面 Strategy is developed in a lead discipline (usually advertising) 策略在主导专业中发展（通常是广告） The lead discipline develops its idea (usually television) 主导专业发展它的“IDEA”（通常是电视） Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他专业在既定的“IDEA”下， 被要求根据它发展统一的外观和感受（通常离最后期限很接近）
第40页：What’s Changed 引起哪些变化？Rising cost of television 抬高电视的费用 Media fragmentation 媒介破碎分离 New media - Internet, cable, video on demand 新媒体的诞生----互联网、有线电视、点播录像 Importance of endorsement 背书的重要性 Search for better value from brand spending 在品牌投资中寻求更好的价值
第41页：We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 为实行360品牌思考，我们需要改变我们头脑的形状?
第42页：The New 360 Degree Branding Approach 新的360度品牌建立方式Work as a Brand Team from the start so thinking develops in a discipline - rich way and is anchored in the BrandPrint 开始即以品牌团队进行工作，在一个原则下进行思考--------多样的方法，以品牌写真为依据 Come up with a big Idea 产出一个“BIG IDEA” Chose points of contact to intensify the involvement of the brand in people’s lives 选择接触点，加强品牌在人们生活中的融入度
第43页：The New 360 Degree Branding Approach 新的360度品牌建立方式Ensure interplay between all executional elements to bring the Brand Idea alive whether 确保所有可执行元素间的相互影响， 以使品牌IDEA诞生，无论 single, dual or multiple disciplines are used 是否运用到单一、双重还是多元的专业 Ogilvy companies deliver all the executions or not 是否所有的执行工作都由奥美的公司完成
第44页： The best chance of being 360 Degree is when you have a very strong idea. If it’s strong, it will start to happen naturally “成为360度的最大机会是当你有一个很强的IDEA， 如果IDEA够强， 它会很自然成为 360度。” Shelly Lazarus
第45页：To Go Along With Our New Heads We Need 为了配合我们的新头脑，我们需要：Stimuli to provoke new thinking 激发新思维的工具 New ways of working together that 新的协作方式 use the full resources of the Brand Team 运用品牌团队的所有资源 avoid wheel-spinning and duplication of effort 避免重复劳动 maximise our creativity 最大化我们的创造力
第46页：To Go Along With Our New Heads We Need 为了配合我们的新头脑，我们需要：Practice to ensure we can 锻炼可以保证我们 pick the rough diamonds from the river gravel 在沙砾中筛选出钻石 cut and polish them to give our brands true brilliance 切割、打磨，给予我们的品牌真正的光彩 Cases to inspire us along the way 案例可以激发我们
第47页：Biggest Recipe for Disaster 导致灾难的最大因素Believing it is an end in itself losing sight of the end result by getting obsessed with the process 丧失对结果的预见，沉迷在过程中间 thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题，填完一些表格即可让工作得以完成
第48页：Other Recipes for Disaster 其他导致灾难的因素Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己个人作业要比品牌团队作业来得快 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 罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序 Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法
第49页：Differences Between Old Fashioned Integration and 360 Degree Brand Thinking 360度品牌思考与整合概念的差异性Integration整合 Laundry list of opportunities all of which would be nice to do but don’t necessarily solve the critical issue 罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的 No strategic guiding principle 没有策略指导原则 Idea acts as superficial badging device IDEA仅作为表面的东西360 Degree Brand Thinking Solving the critical challenge of the brand 解决品牌面临的主要挑战 Operating within a strategic framework, with different roles to achieve the goal 在策略框架下运作，从不同角度达到目的 Driven by an idea, which it extends 以可延伸的IDEA为指导
第50页：We Assume That We Have Already Done Our Homework 我们假设我们已经做完我们该做的功课Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brilliance At Ogilvy we ask you to do your homework and create brilliant campaigns David Ogilvy
第51页：Sequence Of 360 Degree Brand Thinking 360度品牌思考的顺序In 360 Degree thinking everything connects with everything else 在360度思考中，每件事情之间都有关联 There is a natural sequence for the team to move through 存在一个自然顺序 But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我们仍然需要不是回顾前阶段的洞察，以提供刺激材料和确保每件事配合得很好，确保他们的一致性。
第52页：The Elements 主要元素Brand Scan 品牌扫描Brand Audit 品牌检验Points of contact 接触点
第53页：Discover the Challenge facing the brand in a 360 Degree way 从360度的角度，发掘 品牌面临的挑战Describe the Brand’s DNA 描述品牌的DNAChallenge 挑战BrandPrint 品牌写真Brand World 品牌世界Create a world which maximises the interplay between the brand and its customers at various points of contact创造一个世界，让品牌和它的消费者之间在各个不同接触点的相互影响达到最大化What We Need Idea
第54页：Brand Audit 品牌检验Brand Scan 品牌扫描Points of contact 接触点Gathering, ordering and interpreting information about the brand in a 360 Degree way 从360度的角度，收集、整理、解释关于品牌的各种讯息Understanding the unique relationship between the brand and its customers 了解消费者与品牌的独特关系Defining the areas where the brand can intensify the impact it has on people’s lives 确定品牌可以增强其对人们生活影响的接触点How We Get There 如何达到？
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第56页：From Brand Scan to Challenge 从品牌扫描到挑战
第57页：Where the Brand’s Problems Lie 品牌的问题在哪里？Brand Scan 品牌扫描Challenge 挑战
第58页：Equities 资产A 360 Degree brand is a composite of different, inter-related strengths or equities 一个360度的品牌是不同内在相关的优势和资产的组合 We use six equities to look at a brand in a comprehensive way 我们运用六个方面来观察一个品牌 We assess the strengths and weaknesses on each as a health check on the brand 就像品牌的健康检查，我们得到每个方面品牌的优势和弱点
第59页：Image 形象Goodwill 商誉Product 产品Customer 消费者Visual 视觉Channel 销售渠道A Composite of Six Interrelated Equities 6个方面资产的组合
第60页：The Brand Team Needs To KnowProduct产品 How the product performance supports the brand 产品的表现如何支持品牌？ Image形象 Whether the brand’s image is strong and engaging 是否品牌形象很强并且吸引消费者？ Customer消费者 How strong the brand’s customer franchise is 品牌消费者的特权有多强？
第61页：The Brand Team Needs To Know Channel销售渠道 How well the brand is leveraged in the trade environment 通路环境对品牌的影响如何？ Visual视觉 Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持续和差异化视觉形象 Goodwill商誉 Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影响者”和社会团体所认可？
第62页：Recognise this Brand? 辨认这个品牌
第63页：What Are Its Equities? 什么是它的资产？
第64页：Health Check: Amex versus Diners in Hong Kong Amex 和 Diners 品牌健康检查 ImageGoodwillProductCustomerVisualChannelGoodwillProductCustomerVisualChannel
第65页：Health Check: Amex versus HSBC Visa in Hong Kong Amex 和 HSBC 品牌健康检查ImageGoodwillProductCustomerVisualChannelGoodwillProductCustomerVisualChannel
第66页：Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有当我们了解品牌在6个方面的强、弱Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大 And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战
第67页：Equities 资产 Equities are not disguises for group companies or communication disciplines 资产不是一群公司或多种传播方法的伪装 However, different disciplines clearly have more impact on some equities than on others 然而，不同的方法在某些资产方面会比其他的方法更有影响力
第68页：What We Use to Help Discovery 我们运用什么来帮助发掘？ The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课 A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会议（包括传立） Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激发思考和讨论的“扑克牌” And the Compass Dial as a visual prompt 视觉化工具“指南针”
第69页：Stimuli Questions in the Shuffle Deck: Product Equity “扑克牌”中的问题：产品层面What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些？ Does the product performance live up to expectations in all its aspects? 产品的表现符合在所有方面的期望？ Are there things about this product which, if better known, would enhance its appeal? 是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？
第70页：Stimuli Questions in the Shuffle Deck: Product Equity “扑克牌”中的问题：产品层面Does this product have the optimum price-value equation? 是否这个产品具有最佳的价格--价值比？ If there is a range of products, how do they clarify or confuse the proposition? 如果有一系列产品，他们是否让主张变得更清晰或者更混乱？ If you had a free hand, are there any things about the product (presentation/design/size etc) you would change to make it more attractive? 如果你可以自由发挥， 是否有任何你希望改变的方面，（包括：设计、尺寸等），让这个产品更具吸引力？
第71页：Example: Jaguar Is a Quirky Brand 例子：Jaguar 是一个诡异的品牌The engineers built back features into the product to reinforce this product equity e.g. an instrument dial in a unusual placeOr the rubber duck on the side of the bath in the Conrad Hotel
第72页：Stimuli for Image Equity 形象层面Are the values or attitudes this brand owns relevant to the market today? 品牌所拥有的态度和价值是否与今天的市场有关？ Does the brand lead or follow trends set in the market place? 品牌是否引领或追随在市场中的潮流？ Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人与品牌最接近？部分人群还是广泛的人群？ To what extent is the brand presented in a distinctive manner compared to the competition? 与竞争品牌相比，品牌的风格独特到哪种程度？
第73页：Stimuli for Image Equity 形象层面Is there a strong idea underpinning the brand’s image? 在品牌的形象背后，是否存在一个很强的“IDEA”？ To what extent is the brand’s share of voice an influence on its image strength? 品牌的“SOV”对品牌强弱的影响有多大？ If there is image weakness, is it because the brand is being wrongly presented or not supported in the right way? 如果存在形象上的弱点，是因为品牌以错误的方式被呈现，还是没有以正确的方式被支持？
第74页：Example: Ponds Skin Lightening in JapanWeighed down with a ‘grandmother’s cold cream’ reputation 重负“祖母的冷霜”的形象 Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性 Double White skin lightening cream made Pond’s once again seem an innovator (after following the trends for a generation) 双重美白霜让Pond’s又一次被看作创新者
第75页：Stimuli for Customer Equity 消费者层面At what point in their lives, and for what reasons, do customers start and stop coming to the brand? 在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？ Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中，本品牌是否被广为接受？ In looking for new customers, to what extent is the brand targeting its best volume opportunity? 在寻求新的消费者时，品牌目标达到它潜力的多少？ Who is more important to influence, the purchaser or user of this brand? 谁对品牌更有影响力？ 品牌使用者还是品牌的购买者？
第76页：Stimuli for Customer Equity 消费者层面What is the value to the brand of its best or most loyal customers? 品牌忠实消费者对品牌的价值是什么？ Is the brand over-dependent either on its loyal customers or a constant arrival of new users? 是否本品牌过分依赖于忠实消费者和新进消费者？ Is this brand getting its fair share of the customer’s wallet? 是否本品牌得到其应该得到的份额？ Does this brand treat its best customers as customers for life? 是否该品牌对待它最好的消费者如同生活中的消费者？
第77页：In Most Countries Nestlé Enjoys Unique Customer Equity Advantages Linked to Its Product PortfolioA range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵盖大范围的家庭生活所需，从母亲到高级成人营养 Umbrella branding extending into many aspects of the customer?’s life (unlike Unilever) 品牌扩展到消费者生活的很多方面 Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消费者的价值
第78页：Stimuli for Channel Equity 销售渠道方面Does the existing mix of different channels work to the best advantage of the brand’s sales and image? 现有的不同销售渠道的组合， 是否给品牌的销售和形象带来最大的好处 Are there new potential channels to explore? 是否有潜在的销售渠道可以发展？ Within the critical channels, is the brand effectively distributed and displayed? 在重要的销售渠道， 品牌是否被有效的铺货及展示？ Do sales force and channel activity work well together? 销售力量和渠道活动是否配合得很好？
第79页：Stimuli for Channel Equity 销售渠道方面Can sales leads be traced if they are sold through the channel? 销售痕迹是否可以被追踪到？ How important is the brand to the channel, and how does the Trade feel about the brand? 本品牌对销售渠道的重要性如何？销售渠道对品牌的意见如何？ What do potential customers know about where to find the brand, and is it enough? 潜在消费者是否知道在哪里可以买得到本品牌？这是否足够？ Are Business Partners working to the best advantage of the brand? 商业伙伴是否给本品牌最大的益处？ How effectively does after-sales service support the brand? 售后服务如何有效地支持本品牌？
第80页：Stimuli for Visual Equity 视觉方面To what extent is the brand’s look and feel aligned to the corporate vision & values which underpin the brand? 品牌的外观和感受与公司远景及价值观的紧密程度如何？ Is the relationship between corporate and product brands working optimally? 公司品牌与产品品牌之间融合得是否最好？ Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 与品牌有关的色彩、logo、符号等是否阐述得够清楚？ Do all the visual aspects of the brand give a contemporary feel? Or a category - leading impression? 品牌所有的视觉方面是否有当今的感觉？或者是否觉得有一个品类领导者的感觉？
第81页：Stimuli for Visual Equity 视觉方面Is the brand present everywhere in the outside world? 本品牌在外部世界是否得可以看得见？ How strong is the visual impact of the brand in store? 品牌在店头的视觉冲击力有多强？ To what degree are all the aspects of the brand’s visual presence consistent with each other? 品牌视觉各个方面的一致性如何？
第82页：Stimuli for Goodwill Equity 商誉方面Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社会趋势，在将来会影响到对本品牌的需求增减？ Are there any external issues which affect this brand, either positively or negatively? Can any be created? 是否有外部观点会影响到本品牌？ （正面的或负面的观点）能否创造这样的观点？ Who in the world at large has a big influence on this brand or the decision-making of its consumers? 谁对这个品牌有最大的影响力？对消费者购买决定有影响力？
第83页：Stimuli for Goodwill Equity 商誉方面How favourable is the media coverage this brand receives? 这个品牌得到的媒体方面的照顾有多好？ How do professional experts feel about recommending the brand to others? 专家在推荐这个品牌时的感受如何？ Does the brand publicly live up to its promises? 是否这个品牌符合它的承诺？ Is the brand a good citizen of the community? 本品牌是否是一个良好的社会公民？ How do the brand’s own employees feel about being associated with the brand? Is their behaviour aligned with the CEO’s vision? 当与本品牌有联系时， 品牌自己雇员的感受如何？
第84页：Xerox 施乐30 minutes after a deranged employee had taken a gun to his collegues last year a company statement was on the Xerox web site
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第86页：The Compass Dial 罗盘（指南针）Is a visual prompt to help 360 Degree thinking 帮助360度思考的视觉刺激 Divided into six segments - each covering the elements associated with one of the six equities 分割为6个部分，每个部分涵盖该部分的主要元素 At the centre the elements are more strategic 中心部分是较战略性的 What is the brand’s strategy towards current users versus non-users 与非品牌使用者相比，什么是品牌针对目前消费群的策略？
第87页：The Compass Dial 罗盘（指南针）As we move outwards the elements become more tangible 越往外部，元素变得越来越可操作 The quality of the loyalty programme, the strength of the brand idea 忠诚度活动的质量； 品牌“IDEA”的力度 On the outer rim are the points of contact themselves - the physical places where the brand presents itself to the customer 最外面的边缘， 是与消费者的接触点；是品牌呈现自己的物理地点
第88页： List of elements associated with each equity 与每个方面 有关的主要 元素列表
第89页：Brand Scan Helps Us Diagnose the Areas of Sickness in the Brand 品牌扫描帮助我们诊断品牌的弱点For example 例如 Key customers whom the brand is not addressing properly品牌没有照顾好的主要客户 Where the brand needs to build stronger relationships品牌需要建立更强关系的地方 Inconsistencies in the various points of contact between the brand and its customers 品牌与其消费者在各个不同联系点上的不一致性
第90页：Using the Compass Dial 运用罗盘（指南针）Use it as a checklist of the anatomy of a brand 作为解剖品牌的“checklist” See how your brand stacks up against a competitor brand in each equity 在每一个方面，你的品牌与竞争品牌的比较如何？
第91页：Using the Compass Dial 运用罗盘（指南针）Explore whether the creative idea is leveraged throughout the compass and what the scope is for interplay between the elements 探索创意IDEA是否在罗盘上得以发挥，各元素间的相互影响达到哪种程度？ Ask yourself whether your brand has weaknesses that need to be addressed - the compass dial will not tell you the solution. But it will point you to a definition of what the problem is 自问你的品牌是否存在弱点？罗盘不会告诉你解决方法， 但可以帮助你了解问题的所在。
第92页：Distilling the Discovery Discussion 将讨论进行过滤Into a single Challenge 挑战The biggest challenge the brand faces 品牌所面临的 最大挑战
第93页：ImageGoodwillProductCustomerVisualChannelSummarising a Brand Scan Discussion: Guinness Singapore 品牌扫描小结（健力士，新加坡）
第94页：How the Product’s Performance Supports the Brand 产品的表现如何支持品牌Product 产品 People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受
第95页：Whether the Brand’s Image Is Strong and Engaging 在哪些方面品牌形象较强Image 形象 Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持续性，但被认为过时 Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品---需要让年轻消费群进入本品牌
第96页：How Strong the Brand’s Customer Franchise IsCustomer People come late to the brand an old man’s drink 人们接触品牌较晚，是一个老年男性的品牌 Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下
第97页：How Well the Brand Is Leveraged in the Trade EnvironmentChannel 销售渠道 Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在终端 Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌
第98页：Whether the Brand Presents a Clear Consistent and Differentiating PresenceVisual 视觉 Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异， 意味着男性 In-bar signage is dusty 酒吧内的象征是灰尘
第99页：Whether the Brand Is Endorsed by Influencers and the Communities in Which It LivesGoodwill 商誉 Campaign approach irreverent, but doesn’t do much for the community at large 广告方式有点叛逆、不尊重的感觉，但并没有太过分 But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young 爱尔兰酒吧带来可信的感觉，并且吸引年轻人
第100页：Image Whether the Brand’s Image Is Strong and Engaging 是否品牌形象够强且吸引人Customer How Strong the Brand’s Customer Franchise Is 品牌消费者的特权有多强Channel How Well the Brand Is Leveraged in the Trade Environment 品牌在销售环境中的调节作用有多强Product Whether the Brand Presents a Clear Consistent and Differentiating Presence 是否品牌保持清晰的、持续的，并且具有 差异化的呈现Visual Whether the Brand Presents a Clear Consistent and Differentiating Presence是否品牌保持清晰的、持续的，并且具有差异化的呈现Goodwill Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives 品牌是否被影响者或在所生活的社会所认可
第101页：Image GIGFY persists and is seen as old-fashioned Serious drink - needs to lighten up to invite younger drinkers into the brand “Guinness is good for you ”有持续性，但被认为过时 严肃饮品---需要让年轻消费群进入本品牌Customer People come late to the brand an old man’s drink Young tend to dip in and out of brand 人们接触品牌较晚，是一个老年男性的品牌 年轻人如蜻蜓点水般尝试一下Channel Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands 集中在终端 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌 Product People measure Guinness against beer, therefore are continually surprised by its bitterness 人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受Visual Blackness is visibly different, striking and signifies masculinity In-bar signage is dusty 黑色是视觉差异， 意味着男性 酒吧内的象征是灰尘 Goodwill Campaign approach irreverent, but doesn’t do much for the community at large But awareness of Irish pubs introduces an ‘authentic’ feel which appeals to the young 广告方式有点叛逆、不尊重的感觉，但并没有太过分 爱尔兰酒吧带来可信的感觉，并且吸引年轻人
第102页：Challenge 挑战Find ways to encourage young drinkers to experiment with Guinness and to sustain that experiment into a drinking habit 寻求一些方法，鼓励年轻消费者尝试“Guinness”， 并且将其尝试经验保留成为饮用习惯
第103页：A Challenge Is Not An Objective 挑战不是目标Is not a marketing objective 不是市场目标 Increase share by 10% 提升10%的市场份额 It is not a communication objective 也不是传播目标 Raise brand awareness from 45% to 70% 将品牌知名度从45%提升至70% A Challenge helps us redefine the way people experience the brand 挑战帮助我们重新定义人们接触品牌的方式 ….in order to do this (objective)为了做到这样（目标） ….we have to do that (Challenge)我们必须那样做（挑战）
第104页：Amex Blue Singapore Objective... in order to 目标…为了 Launch an Amex credit card into an already saturated market during a depression 在经济消沉的时期，在一个信用卡成熟市场上市一个 “Amex”信用卡Challenge…we have to do to 挑战…我们必须做的 Redefine the status of status symbols in a recession-hit world 重新定义在经济不景气打击下的社会中，代表社会地位的代表符号
第105页：A Mild Indonesia Objective ... in order to 目标…为了 Revive the brand’s image as daring and different 让品牌恢复到大胆、差异化的品牌形象 Challenge …we have to挑战…我们必须 Keep one step ahead of an enthusiastic but critical reformasi-minded consumer 比“热情”更进一步，但重要的是重塑消费者的头脑
第106页：Ponds Pore Strip Philippines Objective ... in order to 目标…为了 Launch a breakthrough product and establish it quickly 上市切入市场的产品，并且快速建立起来 Challenge …we have to挑战…我们必须 Direct and control trial (amongst the notoriously fickle 13-19 year olds) to prevent misuse (which will make the product ineffective) 指导并控制尝试，以避免滥用产品
第107页：Kotex White Korea Objective ... in order to 目标…挑战 Replace Whisper as the brand of choice for teens and young women 在青少年和年轻妇女中， 成为替代“护舒宝”的选择品牌 Challenge …we have to挑战…我们必须 Find the benefit behind the generic benefits of absorbency and leakage protection 在一般的吸收力和侧漏保护等利益点背后，寻找消费者利益点
第108页：Left Bank Café Taiwan Objective ... in order to 目标…为了 Create a new ready to drink coffee brand (targeted at young women) to sell at a huge price premium in convenience stores 创造一个新的易饮咖啡品牌，在便利商店可以以较高的价格销售 Challenge …we have to挑战…我们必须 Make the experience of the brand as sophisticated and artistic in real life as in the dreams of its customers在真实生活中，将品牌的经验变得更具现实性和艺术性，就象消费者的梦想一样。
第109页：Milo Thailand Objective ... in order to 目标…为了 Become the #1 Tonic drink by becoming more relevant to the lives of Thai Kids, particularly in rural areas 通过更接近泰国儿童、特别是农村地区的儿童的生活，让Milo成为第一品牌 Challenge …we have to挑战…我们必须 Make Thai kids feel that Milo can help them fulfil their sporting dreams 让泰国儿童感受到， Milo 可以帮助他们满足体育的梦想
第110页：SummaryObjective 目标 In order to do this 为了做到这样Challenge 挑战 We have to do that 我们必须那样做 The Challenge helps us refine the way people experience the brand 挑战帮助我们重新定义人们经历品牌的方式
第111页：Difference in the Way We Work 工作方法的差异性Thinking alone in a silo Reading research reports at our desks 在井中思考 在自己桌上 阅读调研报告 Thinking together in a Brand Team Participating by listening, talking and experiencing 在品牌团队中一起思考 通过聆听、交谈、体验 等方式加入其中Before 以前360 Degree 360度
第112页：Team Exercise 1 分组练习Pick the brand assigned to your group 根据指定的品牌 Review what you already know about it 重温你们所知道的关于品牌的所有一切 Conduct a Brand Scan on it, using as stimuli 运用工具做“品牌扫描” provocative questions selected from the shuffle card deck “扑克牌”中的问题 the Compass Dial - working from the inside out 指南针---从那到外作业 Define the key Challenge facing the brand 定义品牌面临的挑战 Report back in one and a half hours time 一个半小时后回来报告
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第114页： Conclusion 结论
第115页： Discovered the Challenge facing the brand in a 360 Degree wayDescribed the Brand’s DNAChallenge 挑战BrandPrint 品牌写真Brand World 品牌世界Created a world which maximises the interplay between the brand and its customers at various points of contactWhat We Have Done 我们学习了什么？ Idea
第116页：Brand Audit 品牌检验Brand Scan 品牌扫描Points of contact 接触点Gathered, ordered and interpreted information about the brand in a 360 Degree wayUnderstood the unique relationship between the brand and its customersDefined the areas where the brand can intensify the impact it has on people’s livesHow We Got There 如何得到？
第117页：Sequence 顺序Brand Scan 品牌扫描Brand Audit 品牌检验Points of contact 接触点
第118页：Why We Have Done It 为什么我们这样做？ Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点， 创造可以让品牌前进的伟大IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点， 让我们将力量集中在那里
第119页：Thus 因此 Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股价 Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报
第120页：To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功运用360度品牌思考，我么必须清楚Think 360 Degree from the beginning 从一开始就从360度角度思考问题 360 Degree thinking is not linear 360度思考不是线性的 focus on output not process重点在产出，而不是过程 don’t think about it as filling out a form or slavishly following a process不要看作填表或跟随流程 Think in the round - every thing connects with everything else 每件事情之间都有联系 The final communications programme may not necessarily use all the disciplines available - only those that are appropriate最终传播活动可能不会用到所有的方法，会选择哪些最合适的方法
第121页：Biggest Recipe for Disaster 导致灾难的最大因素Believing it is an end in itself losing sight of the end result by getting obsessed with the process 失去对结果的预见，沉迷在过程中 thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题，填完一些列表格，工作就可以完成
第122页：Other Recipes for Disaster 其他导致灾难的因素Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己进行比整个团队作业更快 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 罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序 Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法
第123页：Was It Worth it? 它值得吗？ Is there a 360 Degree Plus?Is there interplay between the elements? 在主要元素健是否有相互影响？ Are we intensifying the idea? IDEA有增强吗？ Is it practical and affordable? 它实际吗？负担得起吗？ Will it build the brand? 它是否会建立品牌？If not start again
第124页：Putting It All Together 将所有的东西放在一起Draw a map to show how everything fits together 画个图看一下，每件事如何相互配合 Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通
第125页： Current Retrospective Cases 案例回顾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
第126页：2. Talk to each other 彼此交谈3. Know enough 足够了解1.Attitude, Attitude, Attitude 态度7. Just do it4. Focus on output not process 重点是产出 不是过程6. Rebuild the plane as you fly it5. Do things differently 做些不一样 的事情Key messages to take from from this session 本次课程的 主要讯息
第127页：Closing结束语360 Degree Branding is more complicated but not that complicated 360度有点复杂，但并不是很复杂 The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期） It doesn’t happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情 Pre-eminent creative force 卓越的创意力量 Best people最好的人员 Most valued by those who most value brands被珍惜品牌的人所赏识 360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段