品牌管理座.ppt

* * * Victoria’s Secret: Objective Get men to buy women’s underwear.. 让男人去买女人的内衣. …..as gifts for women ……作为给女人的礼物 So where can we find attentive men? 哪里可以找到专心的男人？ And now for something completely different Fashion show 时装秀 Webcast 网络 Superbowl ad Superbowl 广告 Do a world’s first and publicise it.. 开创先例，并且 让公众知道 Lead Ideas Intensification by weaving the ideas together将不同的IDEA组织在一起 Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl 在Superbowl期间发布广告， 告知公众世界上第一个网上市装秀 Problem: response levels crashed the system! 难题： 系统崩溃！ Summary小结 Interplay and intensification improve results 相互影响和强化提升最终结果 Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界时一个感觉的世界， 它通过选择不同有相互影响的接触点，加强消费者对品牌的投入度 Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360° tools 各种360度思考的工具 Group Exercise 3分组练习 Go back into your groups 回到你的小组 Explore the Brand World for your brand 发掘你们品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 产出接触点并运用策略矩阵加以评估 Report back in one hours time 1小时后报告 Conclusion 结论 Discovered the Challenge facing the brand in a 360 Degree way Described the Brand’s DNA Challenge 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 contact What We Have Done我们学习了什么？ Idea 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 way Understood the unique relationship between the brand and its customers Defined the areas where the brand can intensify the impact it has on people’s lives How We Got There如何得到？ Sequence 顺序 Brand Scan 品牌扫描 Brand Audit 品牌检验 Points of contact 接触点 Challenge 挑战 BrandPrint 品牌写真 Idea Brand World 品牌世界 Executions 执行 Why We Ha