ogilvy360brandtraining0301品牌揭开密奥美.pptx

;360 Degrees Brand Cascade June 30th- July1st Shanghai;Do You Feel That You Are…….你是否觉得你是…...;Individual Pre-session Exercise:Framing the Agenda个人练习：;Agenda议程; Why 360 Degree Branding? 为什么产生360度品牌管理？;Worldwide Task Force Report: Two Years Ago;Direct related to new distribution;Needs需求;What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司？;; ;Since That Initial Task Force: Worldwide; 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 ?;Structural and Attitudinal Obstacles to Implementing 360 Degree Branding实行360度品牌管理的障碍;;The Brand Team品牌团队;The Brand PL品牌损益;;What 360 Degree Does For Us 360度可以为我们做什么？;What is the Territory of a Brand?一个品牌的版图是什么？;Line extensions 产品延伸;In 360 Degree在360度过程中;A 360 Degree Brand;360 Degree Brand Stewardship360度品牌管家 ;360 Degree Brand Stewardship  360度品牌管家 ;Our 360 Degree Brand Thinking360度品牌思考 ;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;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;So Heads Started to Become the Same Shape因此，头脑也逐渐变成同样的形状;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;;Then Along Came Some Other Sorts of Briefs随着其他类型简报的产生;So Different Shaped Heads Were Required导致对不同形状头脑的需求 ;To Make up the Full Orchestra of Disciplines为建立整个管弦乐队;;Silo?井？;Plus Other Sorts of Briefs加上其他类型的简报 ;Old Integration以前的整合;What’s Changed引起哪些变化？;We Need to Cha