Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..讓男人去買女人的內衣.…..asgiftsforwomen……作為給女人的禮物Sowherecanwefindattentivemen?哪里可以找到專心的男人？AndnowforsomethingcompletelydifferentFashionshow時裝秀Webcast網絡SuperbowladSuperbowl廣告Doaworld’sfirstandpubliciseit..開創先例，并且讓公眾知道LeadIdeasIntensificationbyweavingtheideastogether將不同的IDEA組織在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl 在Superbowl期間發布廣告，告知公眾世界上第一個網上市裝秀Problem:responselevelscrashedthesystem!難題： 系統崩潰！Summary小結Interplayandintensificationimproveresults 相互影響和強化提升最終結果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem 品牌世界時一個感覺的世界，它通過選擇不同有相互影響的接觸點，加強消費者對品牌的投入度DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools 各種360度思考的工具GroupExercise3

分組練習Gobackintoyourgroups 回到你的小組ExploretheBrandWorldforyourbrand 發掘你們品牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix 產出接觸點并運用策略矩陣加以評估Reportbackinonehourstime 1小時后報告Conclusion 結論DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑戰BrandPrint品牌寫真BrandWorld品牌世界CreatedaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone

我們學習了什么？

IdeaBrandAudit品牌檢驗BrandScan品牌掃描Pointsofcontact接觸點Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedtheareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere

如何得到？Sequence順序BrandScan品牌掃描BrandAudit品牌檢驗Pointsofcontact接觸點Challenge挑戰BrandPrint品牌寫真

IdeaBrandWorld品牌世界Executions執行WhyWeHaveDoneIt

為什么我們這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 在品牌和消費者的每個接觸點，創造可以讓品牌前進的偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 選擇消費者投入度最高的接觸點，讓我們將力量集中在那里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客戶和他們消費者之間的關系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客戶的價值，通過市場份額、利潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新的機會增加客戶未來的價值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們有更好的回報WhyWeHaveDoneIt

為什么我們這樣做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers 在品牌和消費者的每個接觸點，創造可以讓品牌前進的偉大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts 選擇消費者投入度最高的接觸點，讓我們將力量集中在那里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers 提升客戶和他們消費者之間的關系IncreasedClientvalueintermsofmarketshare,profitandshareprice 提升客戶的價值，通過市場份額、利潤和股價AddedfutureClientvaluebydrivingnewopportunities通過驅動新的機會增加客戶未來的價值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause

讓我們有更好的回報WasItWorthit?它值得嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影響？Areweintensifyingtheidea? IDEA有增強嗎？Isitpracticalandaffordable? 它實際嗎？負擔得起嗎？Willitbuildthebrand? 它是否會建立品牌？IfnotstartagainPuttingItAllTogether

將所有的東西放在一起Drawamaptoshowhoweverythingfitstogether 畫個圖看一下，每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway 想一下，如何與你的客戶溝通

CurrentRetrospectiveCases

案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態度7.Justdoit4.Focusonoutputnotprocess重點是產出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣的事情Keymessagestotakefromfromthissession本次課程的主要訊息Closing結束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated 360度有點復雜，但并不是很復雜Thebasisistwogroupmeetings-frontandback 基礎是兩次團隊的會議（前期和后期）Itdoesn’thappennaturally它不會自然的發生Thebigenemyisintegration最大的敵人是整合RedFireisthepassionthatdrivesus紅色火焰是驅動我們的熱情Pre-eminentcreativeforce卓越的創意力量Bestpeople最好的人員Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所賞識360DegreewithoutRedFirerevertsbacktointegration 沒有紅色火焰的360度將會回到整合的階段ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout

要成功運用360度品牌思考，我么必須清楚Think360Degreefromthebeginning 從一開始就從360度角度思考問題360Degreethinkingisnotlinear360度思考不是線性的focusonoutputnotprocess重點在產出，而不是過程don’tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表或跟隨流程Thinkintheround-everythingconnectswitheverythingelse每件事情之間都有聯系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable-onlythosethatareappropriate最終傳播活動可能不會用到所有的方法，會選擇哪些最合適的方法BiggestRecipeforDisaster

導致災難的最大因素Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess 失去對結果的預見，沉迷在過程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms 認為僅僅回答一系列問題，填完一些列表格，工作就可以完成OtherRecipesforDisaster

其他導致災難的因素FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam 認為自己進行比整個團隊作業更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples’reallives羅列每件事情，不從品牌融入消費者生活的角度來考慮優先順序Seeing360Degreeascross-sellingorjustcarvingupabudget將360度看作跨領域銷售或僅僅作為瓜分預算的方法WasItWorthit?它值得嗎？

Istherea360DegreePlus?Isthereinterplaybetweentheelements? 在主要元素健是否有相互影響？Areweintensifyingtheidea? IDEA有增強嗎？Isitpracticalandaffordable? 它實際嗎？負擔得起嗎？Willitbuildthebrand? 它是否會建立品牌？IfnotstartagainPuttingItAllTogether

將所有的東西放在一起Drawamaptoshowhoweverythingfitstogether 畫個圖看一下，每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway 想一下，如何與你的客戶溝通

CurrentRetrospectiveCases

案例回顧AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaféinTaiwanMildSevenInChinaMiloinThailandPond’sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea2.Talktoeachother彼此交談3.Knowenough足夠了解1.Attitude,Attitude,Attitude態度7.Justdoit4.Focusonoutputnotprocess重點是產出不是過程6.Rebuildtheplaneasyouflyit5.Dothingsdifferently做些不一樣的事情Keymessagestotakefromfromthissession本次課程的主要訊息Closing結束語360DegreeBrandingismorecomplicatedbutnotthatcomplicated 360度有點復雜，但并不是很復雜Thebasisistwogroupmeetings-frontandback 基礎是兩次團隊的會議（前期和后期）Itdoesn’thappennaturally它不會自然的發生Thebigenemyisintegration最大的敵人是整合RedFireisthepassionthatdrivesus紅色火焰是驅動我們的熱情Pre-eminentcreativeforce卓越的創意力量Bestpeople最好的人員Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所賞識360DegreewithoutRedFirerevertsbacktointegration 沒有紅色火焰的360度將會回到整合的階段9、春去春又回，新桃換舊符。在那桃花盛開的地方，在這醉人芬芳的季節，愿你生活像春天一樣陽光，心情