奧美 360度品牌管理(ppt 90頁)45779

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1、Revised Brand Audit Questions修正后的品牌檢驗(yàn)問題Thinking about the specific things that trigger this brands identity in your mind想象一下哪些可以讓你辨認(rèn)出這個(gè)品牌的一些特定的事務(wù)When you hear the brands name,what immediately springs to mind?當(dāng)你聽到這個(gè)牌子的名字，那些東西會(huì)立刻出現(xiàn)在你的腦海中？What else?還有呢？visuals or images?視覺和形象？packaging or product eleme

2、nts?包裝和產(chǎn)品元素？bits of communication?傳播的片斷？signs or symbols?標(biāo)志和符號(hào)？other brand lore?其他有關(guān)品牌的部分？What kind of people do you associate with the brand,and how do you feel about them?哪種類型的人會(huì)讓你與這個(gè)品牌聯(lián)系起來？你對(duì)這些人的感覺如何？Thinking about the feelings and emotions the brand evokes in you 想象一下這個(gè)品牌給你帶來的感受和情緒What specific

3、feelings and emotions do you experience in connection with using this brand?當(dāng)你和這個(gè)品牌有聯(lián)系時(shí)，你體驗(yàn)到那些特別的感受和情緒？What personal memories,experiences or associations does this brand bring to mind?這個(gè)品牌讓你回憶起哪些個(gè)人的記憶、體驗(yàn)或聯(lián)想？What does this brand do for you in your life that other brands dont?這個(gè)品牌在你的生活中做了哪些其他品牌無法做的事情？

4、what unique contribution does it make?它帶來哪些獨(dú)特的地方？what special perspective does it give you about using the category?它帶給你哪些有關(guān)試用這個(gè)類別產(chǎn)品的特殊的觀感？Now stepping out of the role of the brands user,and considering all the implications of these insights 現(xiàn)在走出品牌使用者的角色，考慮所有這些消費(fèi)者洞察的啟示W(wǎng)hat do these insights suggest

5、or signal about the brand?這些消費(fèi)者洞察暗示了這個(gè)品牌的哪些方面？What is the mood of the brand?這個(gè)品牌的情緒是怎樣的？How do the feelings and emotions this brand evokes differ from those its leading competitor evokes?這個(gè)品牌引起的感受和情緒與其它主要競(jìng)爭(zhēng)品牌帶來的有哪些不同的方面？Brand Audit Helps Us Define the Unique Relationship Between the Customer and the

6、 Brand品牌檢驗(yàn)幫助我們確定消費(fèi)者與品牌之間的獨(dú)特關(guān)系The brands DNAexpressed in a written書面表達(dá)的品牌DNA BrandPrint品牌寫真When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words當(dāng)你開始寫品牌寫真時(shí)，你開始幾乎一定會(huì)從運(yùn)用很多詞句進(jìn)行描述Chivas Regal:ThailandChiivas is the night.A palet of flickering neon and blinking car lights.The

7、 blast of raw music as you swing through the doors of a crowdedfriendly pub.Chivas is never wanting the night to end.Because Chivas is camaradie.A clutch of true friends forever.The subtle splash of Chivas over ice underlining a burst of uninhibited laughter.The stuff our fondest memories are made o

8、f.And Chivas is irrevocably right.it imparts an elitist spirit to the people who drink itThe whisky preferred by contenporary,affluent young men.which women are only too happy to shareWhen Looking at and Evaluating BrandPrints當(dāng)你細(xì)看及評(píng)估品牌寫真時(shí)Remember Neil Frenchs story of the brilliant carver of wooden

9、elephants記住Neil French 關(guān)于偉大的木象雕刻匠的故事His secret for making perfect elephants was to cut away everything that was not elephant它創(chuàng)造完美大象的秘訣是，去掉所有不是大象的部分Examples of Shorter BrandPrints精悍的品牌寫真-例如Jaguar OriginalImpulse The EconomistBank of ChinaAmerican ExpressJaguar(USA)The difference between Jaguar and ot

10、her cars runs deeper than sheet metal and engineering:Its about soul,passion and originalityA Jaguar is a copy of nothing.just like its ownersJaguar和其他轎車的差別不僅在鋼板和引擎技術(shù)在于精神、熱情和原創(chuàng)性Jaguar都是獨(dú)一無二的就象它的主人Impulse(Europe)Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey into wom

11、anhoodAs I experiment with the emerging me,Impulse surrounds me with an energy field filled with vitality,spontaneity and the courage to be myselfThe Economist(Asia)The Economist is red and daringIts bold covers hint at what lies within:provocative,brutally honest and non-conformist opinionsBeholden

12、 to no one,it refuses to kow tow to popularity,and sees through the new clothes of emperors,politicians and taipans alikeBank Of China(Singapore)The Bank of China is the Wise Old Man It brings wisdom to dealings with your assets.the Wisdom of WealthAmerican Express is not for everybody.It is for tho

13、se who think bigger thoughts,do bigger things,and paint bigger picturesAmerican ExpressAdditional Ways to Approach Writing a BrandPrint其他形成品牌寫真的方法A to ZPhotomontage 圖片集錦A To Z -A Verbal BankUsing word association to articulate suppressed feelings and emotions運(yùn)用詞匯聯(lián)系來表達(dá)潛在的感覺和情緒Can be used in addition

14、to Brand Audit to enrich vocabulary除了可以運(yùn)用在品牌檢驗(yàn)，還可以豐富詞匯e.g.BMW(New Zealand)How It Works如何運(yùn)用Generate word associations for the brand beginning with the letter A and write them down 將字母A開頭的與本品牌有關(guān)的詞匯都寫下來Then for the letter B,then for letter C etc etc to Z 接著字母B，字母C到字母ZReview your Word Bank 重新檢視你的詞匯銀行Sel

15、ect one association for each letter 每一個(gè)字母選擇一個(gè)有聯(lián)系的內(nèi)容Write a summary 寫下小結(jié)AdultBlitzkriegCulturedDriveableEnvyFlat OutGruntHandlingIndependentJumpingKrautLook OutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentDiscerningEnginee

16、redFashionableGlamourHi techIntelligentJazzKillerLuxuryManlyNot oldAmbitiousBetterConservativeDrive meExpensiveFastGermanHotIntegrityKnowledgeLong termMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSuaveTrustworthyUnbeatableVampYouthXcu

17、se Me0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippyPositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZArrogant,aspirationalBallsy,boldCom/for

18、t,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNot old,not slowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWe saw a BMW as:Having power under controlA feeling of superi

19、ority achieved by being the tamer of a powerful,passionate beastA perfect sense of harmony and balance in a car which has pure power and passion under its skinThe Brand Print was crafted from this pointPhotomontage-A Visual Bank圖片集錦-視覺銀行Captures spontaneous/implicit perceptions抓住自發(fā)的、有暗示意義的認(rèn)知Very use

20、ful in understanding competitive differences在理解競(jìng)爭(zhēng)性差異時(shí)非常有用Can be used in addition to other techniques to enrich visual images可以運(yùn)用在其他技術(shù)上以豐富視覺形象How It Works如何運(yùn)用Take a pile of old magazines of all types 找出一對(duì)舊的各式各樣的雜志Issue everyone with scissors 發(fā)給每個(gè)人一把剪刀Get the group to cut out pictures of images that s

21、eem relevant to the brand and form them into collages 讓小組建下與品牌有關(guān)的圖片，并將他們貼起來Ask each individual to explain their collage 讓每個(gè)人解釋他們的圖片Summarise 總結(jié)Use for competitors too 對(duì)競(jìng)爭(zhēng)品牌用同樣的方法What A Brandprint Is什么是品牌寫真A vivid statement of the unique relationship that exists between a consumer and a brand一句有關(guān)消費(fèi)者和

22、品牌間獨(dú)特關(guān)系的生動(dòng)的陳述The Brands DNA of its fingerprint品牌指紋的DNAThe core truth and spirit核心事實(shí)和精神Unique to the brand.Impossible to transfer具有獨(dú)特性，無法被轉(zhuǎn)讓A Brandprint Is Not品牌寫真不是.A description of the brand 一個(gè)關(guān)于品牌的描述A description of the advertising 一個(gè)關(guān)于廣告的描述A marketing objective 一個(gè)市場(chǎng)目標(biāo)A strategy 一個(gè)策略A brief 一份簡(jiǎn)報(bào)A

23、wish list一份愿望表A Good BrandPrint 好的品牌寫真Poetry not Prose-27 DraftsEveryone attempts,but one(usually creative)person is responsible for the final words每個(gè)人的努力，一個(gè)人（通常是創(chuàng)意人員）負(fù)責(zé)形成最后文字Preparation is important.Take a long walk,a bath,a glass(or two or three)of wine.準(zhǔn)備工作很重要。散步、沖涼、喝幾杯葡萄酒.Mindset is critical.Loc

24、k up the left brain,unlock the right思維設(shè)定很重要。鎖上左腦，打開右腦。Explore all sensory dimensions-look,sound,smell,touch,taste探索所有感官的方面看、聲音、味道、觸摸、品嘗Feelings first,images next,descriptives last第一是感覺、其次是形象、最后是描述Writing a BrandPrint撰寫品牌寫真Avoid yetisms like 避免轉(zhuǎn)折語Traditional yet curiously modern 傳統(tǒng)但現(xiàn)代Young hearted ye

25、t appealing to all ages 年輕人的心但適合所有年齡人群Avoid clich 避免官腔In this fast-paced modern world,its nice to know that Brand Y is still offering Z benefit 在這個(gè)快節(jié)奏的現(xiàn)代社會(huì)，品牌Y還可以提供Z這樣的好處真是太好Watch tired language注意濫用的詞語Powerful OR Reliably effective OR Light,fine consistency 強(qiáng)有力的，或者可靠的效果，或者輕，精美的結(jié)合Avoid Tired Language

26、 Get Some Freshness in Your Words避免濫用的詞語你的詞匯應(yīng)具有新意 Orange,loud,aggressive.hell bent on getting rid of dirt,stains and odours(Radion)Hope without the hype.a creamy concoction.a handshake bargain(Dove)Squeaky clean powder that makes a noise like footsteps in crisp white snow (Birds)A Test for Recognisi

27、ng A Good BrandPrint測(cè)試 Distinctive與眾不同 Clear清楚 Colloquial通俗的 Truthful誠(chéng)實(shí)的 Colourful有色彩Aha!Competitive Advantages Of Brand Stewardship品牌管家的好處Open idea(not a black box)開放的想法Participative參與Intuitive直覺Relatively inexpensive相對(duì)不昂貴Genuinely Ogilvy誠(chéng)實(shí)的奧格威Beyond The BrandPrint除了品牌寫真The BrandPrint is only the b

28、eginning 品牌寫真僅是開始It should influence everything you do on your brand它將會(huì)影響到你對(duì)品牌做作的每一件事情It is not re-written very often它并不會(huì)經(jīng)常被修改When put together with the Challenge it should provoke the Brand Idea 當(dāng)與品牌挑戰(zhàn)方在一起，它可以激發(fā)品牌IDEATeam Exercise 1分組練習(xí)Pick the brand assigned to your group根據(jù)各組被指定的品牌Review what you

29、already know about it重溫你們對(duì)該品牌了解的所有內(nèi)容Conduct a Brand Audit on it,針對(duì)它作品牌檢驗(yàn)Define the brand print形成品牌寫真Report back in one hours time1小時(shí)后報(bào)告 Ideas in a 360 World360度世界中的IDEAUnless your advertising is built on a Big Idea it will pass like a ship in the nightDavid Ogilvy-How to create Advertising that Sell

30、s 360 is just a compass and an empty ocean without a Big IdeaWhy 為什么？360 only works if there is a strong idea behind it只有背后存在一個(gè)很強(qiáng)的IDEA時(shí)，360 才會(huì)起作用Clients buy our ideas not our processes客戶買的是我們的IDEAS，而不是過程We might want to show our wives our muscular bodies but not our exercise machines我們想給妻子看的是我們健美的身體

31、，而不是我們練習(xí)時(shí)用的機(jī)器Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我們知道什么是“IDEA”，我們很難判斷某個(gè)人的“IDEA”是好還是壞Exercise 1What Is an Idea?什么是IDEA？The Classic DefinitionBisociation of two or more previously unconnected thought matrices兩個(gè)或多個(gè)以前不相關(guān)想法的組合Arthur Koest

32、lerPareto Didnt Only Think About 80/20 Rules His Definition.A new combination of old elements舊元素的新組合ParetoA Definition From The Creative Director of JWT in the Nineteen TwentiesIn advertising an idea results from a new combination of specific knowledge about products and people with general knowledg

33、e about life and events在廣告中，IDEA來自于對(duì)產(chǎn)品知識(shí)的了解和對(duì)生活和事件有常識(shí)的人兩部分的組合James Webb YoungPutting the Elements Together.Our Definition我們的定義 An unexpected combination of different thoughts which puts a particular thing in a new and involving context 不同想法的一個(gè)意想不到的組合，它將一個(gè)特定的事物放在一個(gè)新的聯(lián)系中Or,To Put It Another Way或者從另一個(gè)角

34、度Making the familiar讓熟悉的事務(wù)and the strange familiar和陌生的事物變得熟悉StrangeThink of Some ExamplesOf ideas that grew out ofcombining familiar things in an unfamiliar way or 將熟悉的事物用不熟悉的方法組合起來seeing the familiar in an unfamiliar way用不熟悉的方法看熟悉的事物Exercise 2IBM LaunchWhat Is an Idea?Show FilmsSo What Was The IBM

35、IdeaIBM的IDEA是什么？IBM IdeaUnexpected users,everywhere,are enfranchised by technology意想不到的使用者，在任何地方，被技術(shù)賦予同樣的權(quán)利Putting This into the Context of 360 Degree Brand Thinking將這些放在360度思考的框架內(nèi)Challenge挑戰(zhàn)In order to meet our objective we have to為了達(dá)到我們的目標(biāo)，我們必須.BrandPrint品牌寫真a description of the Brands DNA品牌DNA的描述

36、Ideathe unexpected combination of different thoughts which puts the brand in a new and involving contextExecution執(zhí)行the techniques,properties and production values which convey the idea可以傳達(dá)IDEA的技術(shù)、道具、制作等IBMChallenge挑戰(zhàn)IBM as the underlying fabric of the information age IBM作為信息時(shí)代的基石BrandPrint品牌寫真magic

37、I can trust 我可以相信的魔力IBMIdeaunexpected users,everywhere,are enfranchised by technology 出乎意料的使用者,在任何地方,被技術(shù)賦予同樣的權(quán)利Execution(advertising)執(zhí)行(廣告)subtitles provide a vehicle for overlaying techno-speak on ordinary speakExercise 3 in PairsHow would you translate the IBM creative idea into a poster?如何將IBM創(chuàng)意I

38、DEA轉(zhuǎn)化成海報(bào)?Taking Ideas Across Disciplines or MediaTranslation-adaptation only 轉(zhuǎn)化Stretching-extending the idea in some 延展性 way,or using the new context to present the idea in a different lightInterplay-making the Idea have impact in a 相互影響different or deeper wayExecution 執(zhí)行 Techniques are not ideas 技術(shù)

39、不是IDEAdemonstration展示slice of life生活片斷endorsement by personality 個(gè)性的背書A property is an executional component that in time starts to signify the ideaIdeas and ExecutionIdeaWeak弱 Strong強(qiáng)ExecutionGreat 杰出Poor較差Exercise 4Pick the brand assigned to your group 根據(jù)每組指定的品牌You have already identified the key

40、challenge facing the brand and have established its brand print.你們已經(jīng)確定品牌所面臨的挑戰(zhàn)，同時(shí)完成其品牌寫真Not keeping that in mind come up with a brand idea 現(xiàn)在產(chǎn)出一個(gè)品牌IDEA Report back in half an hour 半小時(shí)后報(bào)告Seven Secrets for Great Ideas杰出的IDEA得七個(gè)秘訣1.Defining the characteristics of great ideas in the abstract will not he

41、lp you create one in the slightest 從理論上去定義杰出的IDEA的特性，不會(huì)幫助你創(chuàng)造出杰出的IDEA。2.The best ideas come out of a process of“emotional smothering”of the creative team 最好的IDEA來自于創(chuàng)意小組的“情感窒息”3.The creator of the idea often does not always recognize it as such himself 杰出IDEA的創(chuàng)造者，經(jīng)常自己無法辨識(shí)。Seven Secrets for Great Ideas

42、4.There are a hundred stages during which good ideas can be lost,most of them internal有很多階段，好的IDEA會(huì)被放棄，大部分是在我們內(nèi)部5.Clients assess ideas relatively not absolutely客戶不會(huì)絕對(duì)的評(píng)估相關(guān)的IDEA6.Research can kill good ideas but it can also save them調(diào)研可以殺死好的IDEA，但也可以拯救它。7.The best creative ideas become strategic idea

43、s rather than vice versa最好的創(chuàng)意IDEA可以成為策略IDEA，相反的情況則不多5Where Have We Got to?我們已經(jīng)知道什么？We have interrogated the brand in a 360 way to find out its weaknesses-the Challenge 我們已經(jīng)從360度角度審視品牌,尋找它的弱點(diǎn)-品牌挑戰(zhàn)We have explored the subjective aspects of the brand to arrive at a BrandPrint我們已經(jīng)發(fā)掘出品牌的主要方面,形成品牌寫真Puttin

44、g the BrandPrint together with the Challenge sparks the Idea品牌寫真與品牌挑戰(zhàn)一起,激發(fā)出品牌IDEAWe now have to take the Idea out into the world of the customer and maximise their involvement 我們必須將品牌IDEA帶入消費(fèi)者的世界,讓品牌與消費(fèi)者的融入度達(dá)到最大化Creating a Brand World創(chuàng)造一個(gè)品牌世界Brand World品牌世界Points of Contact接觸點(diǎn)IdeaWhat We Are Trying

45、to Do Differently我們?cè)噲D有哪些不同的做法?Conventional Communication 傳統(tǒng)的傳播Single unconnected shots 單純無聯(lián)系360 Communicatio360度的傳播Creates a Brand World which involves the customer 創(chuàng)造一個(gè)融入消費(fèi)者的品牌世界An experience of the brand,not just the delivery of a communication品牌的體驗(yàn),非僅僅訊息的傳遞Greater Involvement Is About較強(qiáng)的融入度是關(guān)于Int

46、ensity 密集度A particular point of contact making the idea shine brighter and thus involving the customer more 可以讓品牌IDEA發(fā)光的接觸點(diǎn),同時(shí)讓消費(fèi)者融入更深.Interplay相互影響Different points of contact working together for greater overall involvement 不同接觸點(diǎn)共同作用,以達(dá)到最大的融入度.Multiple Connections多維聯(lián)系 The idea connects with the cus

47、tomer in multiple ways-creating a sensory surroundIDEA以多種方式與消費(fèi)者相連接,創(chuàng)造整體感受In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接觸點(diǎn),消費(fèi)者與品牌有不同的接觸狀況 We can create interplay between the encounters我們可以創(chuàng)造它們之間的相互影響We can use this interplay to intensify involvement我們可

48、以運(yùn)用這些相互影響加強(qiáng)品牌的融入度Launching a New Low Cost Credit Card:The Old Way低費(fèi)用信用卡上市(舊方式)Launch TV commercial 上市電視廣告Simultaneous press conference同時(shí)舉辦新聞發(fā)布會(huì)Mail pack carries still from TVC 郵件外表來自TVCThis may be integration:it is not 360 thinking這可能市整合的思考,但不是360度的思考Launching a New Low Cost Credit Card:The New Way低

49、費(fèi)用信用卡上市(新方式)In editorial columns,a specially commissioned external report on the high cost of borrowing receives high coverage-creating an issue 專欄創(chuàng)造話題Launch TV advertising majors on a new kind of low interest card-capitalizing on the concern電視廣告形成關(guān)注A mail shot makes an early bird offer and provides

50、 detailed competitive comparisons 郵件提供詳細(xì)的比較Interplay相互影響Creating an issue創(chuàng)造話題Offering a solution提供解決方案Making an offerLow Interest Rates低利率Interplay Through Time時(shí)間上的相互影響 Level 13 wks Create issue創(chuàng)造話題 Establish idea建立IDEA Create desire創(chuàng)造需求Level 25 wks Inform&educate告知教育 Drive response 引導(dǎo)反應(yīng)Level 38 wks

51、 Activation&usage行動(dòng)和使用PRPR公關(guān)公關(guān)公關(guān)公關(guān) OutdoorOutdoor戶外戶外戶外戶外 PostersPosters海報(bào)海報(bào)海報(bào)海報(bào) EventsEvents事件事件事件事件 Print AdsPrint Ads平面平面平面平面 Radio Radio 電臺(tái)電臺(tái)電臺(tái)電臺(tái) BusesBuses車身車身車身車身 DRTV DRTV DRTV TelemarketingDRTV Telemarketing電話行銷電話行銷電話行銷電話行銷 Solicitation Packs Take-OnesSolicitation Packs Take-OnesWeb-Site Web

52、-Site 網(wǎng)站網(wǎng)站網(wǎng)站網(wǎng)站 FSI FSI Welcome Pack Welcome CallWelcome Pack Welcome Call Balance Transfer MGM Balance Transfer MGM Membership Rewards X-Sell Membership Rewards X-SellGetting the BrandTeam together集合所有品牌團(tuán)隊(duì)成員The second point when the whole team have to meet,including Mindshare 第二次所有成員必須參加,包括傳立A tank

53、treatment toimmerse ourselves in the world of the customer 讓我們進(jìn)入消費(fèi)者的世界and explore how the brand can get involved in peoples real lives 探究品牌如何更多融入人們的生活Close Your Eyes and Imagine Seeing a Fish閉上眼睛,想象你正看到一條魚Now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛,想象你自己變成一條魚Being a Fish,Not Seeing a

54、 Fish變成魚,而不是看著魚Points of Contact接觸點(diǎn)Explore the possible points of contact between the brand and its customers探究品牌與其消費(fèi)者之間的可能接觸點(diǎn)Think about customers everyday lives-where do they most often think about and use the brand仔細(xì)想一下消費(fèi)者每天的生活,在哪里他們會(huì)經(jīng)常想到或用到這個(gè)品牌For Instance,the Brand World for Milo in Thailand例子:

55、Milo的品牌世界,泰國(guó)Milo is there whenever and where ever the customers are 無論何時(shí)何地,Milo都存在in school at home在學(xué)校在家中 in rural areas at local sporting events 在鄉(xiāng)村田野在當(dāng)?shù)伢w育活動(dòng)中in coffee shops.in the media在咖啡店在媒體上And where Milo is,it gives them and surrounds them with things that help them win at sportMilo提供給的,都可以幫助他

56、們?cè)隗w育活動(dòng)中贏得勝利的Helping Thai kids fulfil their sporting dreams幫助泰國(guó)孩子完成體育的夢(mèng)想Some Techniques To Stimulate Point of Contact Opportunities 一些幫助激發(fā)接觸點(diǎn)的技術(shù)Day in the life生活中的一天Snap shuffle deck撲克牌The Compass dial指南針A Day in the Life生活中的一天A stage-managed experience 一種體驗(yàn)Surrounding the team with the environment,e

57、motions and expressions of the customer/brand relationship讓品牌團(tuán)隊(duì)感受品牌與消費(fèi)者關(guān)系的環(huán)境、情感和表情等Stimulating all their senses-sound,sight,touch,smell,taste刺激他們所有的感官-聽覺、視覺、觸覺、味覺等Possible Stimuli可能的刺激Logo board of brands品牌Logo班 Chart history of categoryColours色彩CD collection收集的CDBookshelf書架Framed family photos家庭相冊(cè)D

58、iary of a day in the lifewords,film or photos 一天的日記、錄影、照片Workplace noises工作場(chǎng)所的聲音Photos相片 Logos of business partners商業(yè)伙伴的LogoTheir magazines他們的雜志Signals of their interests&activities感興趣事情和活動(dòng)Tools of their trade交易工具Bookshelf書架Contents of their handbags手提袋中的內(nèi)容 Videoclips&vox popsCompetitive products競(jìng)爭(zhēng)產(chǎn)

59、品Articles on competitors競(jìng)爭(zhēng)者的文章Holiday snaps假日Photos of bedroom or kitchen居室、廚房的照片Snap Carddeck Pick two cards,one from each deck 每個(gè)盒子內(nèi)抽出一張卡片 Red DeckRed Deck紅色盒子紅色盒子Where they could Where they could be most involvedbe most involved在那里他們會(huì)被在那里他們會(huì)被融入得最深融入得最深Blue DeckBlue Deck藍(lán)色盒子藍(lán)色盒子What is happeningWh

60、at is happening in their lives in their lives在他們的生活中在他們的生活中發(fā)生了什么？發(fā)生了什么？+Come up with possible points of contact形成可能的接觸點(diǎn)Using Your Impression of What Is Happening in the World at Large 運(yùn)用你自己的印象 What do you feel is happening in peoples lives that might affect their relationship with the brand?現(xiàn)實(shí)生活中發(fā)生的

61、哪些事情，會(huì)影響到消費(fèi)者與本品牌的關(guān)系Who or what do they specifically identify with in the world at large that the brand could pick up on?哪些他們所認(rèn)可的人或事本品牌可以學(xué)習(xí)、利用？What is new in the marketplace that may influence the way they feel about the brand?市場(chǎng)中的哪些新發(fā)展可能會(huì)影響到消費(fèi)者對(duì)本品牌的感受？What do you imagine the competition could get up

62、 to that could damage that relationship?你想象一下，競(jìng)爭(zhēng)者做什么可能危及消費(fèi)者與本品牌之間的關(guān)系？BlueDeckThinking About Where the Brand Could Identify With the Customer思考在哪里品牌可以融入消費(fèi)者 When are the brands customers most involved in the media they consume(time,place,behaviour and attitude of mind)?在哪些時(shí)間，品牌的消費(fèi)者對(duì)媒體最投入？（時(shí)間、地點(diǎn)、行為、態(tài)度）

63、Is there a natural media fit between the brand and its customers lifestyles?是否存在自然的媒介，讓品牌和消費(fèi)者生活相聯(lián)系？What is changing in the way the brands customers consume media?本品牌消費(fèi)者消費(fèi)媒體的行為是否有所改變？In what way could the use of media be tailored to intensify the relationship between:a)different messages?b)different

64、target audiences?哪些方式可以讓媒體度身定做以加強(qiáng)消費(fèi)者與品牌的關(guān)系？a)不同的訊息b)不同的目標(biāo)對(duì)象Is there a natural sequence to the choice or use of media in building greater involvement with the brand?在選擇和運(yùn)用媒體上，是否存在自然的順序，加強(qiáng)消費(fèi)者對(duì)品牌的投入度RedDeckMore Obvious Points of Contact明顯的接觸點(diǎn)The outer rim of the dial羅盤的外層Less Obvious Points of Contact不

65、太明顯的接觸點(diǎn)Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何讓品牌與消費(fèi)者品牌世界產(chǎn)生聯(lián)系的東西都是媒體For ExampleFor Example例如例如 Seagram Four Roses giveaway tattoosSeagram Four Roses giveaway tattoos紋身紋身 A potted plant A potted plant 盆景盆景A Wine Cork葡萄酒軟木塞Have a Break小憩片刻Fun&

66、Fitnessin an MTR MirrorLong,long,long,long life-DuracellDuracell Placed After Weather Reports on a PagerMoving ThroughAt this stage we have a number of possible points of contact through which the idea can connect with the customer 我們有一系列與IDEA有關(guān)的品牌接觸點(diǎn)How do we then pick the best combination of points of contact-the Brand World we are creating?我們?nèi)绾芜x擇接觸點(diǎn)的最佳組合？Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentiallyShelly L