度品牌管理写真idear课件.ppt

1、Revised Brand Audit Questions修正后的品牌检验问题Thinking about the specific things that trigger this brands identity in your mind想象一下哪些可以让你辨认出这个品牌的一些特定的事务When you hear the brands name,what immediately springs to mind?当你听到这个牌子的名字，那些东西会立刻出现在你的脑海中？What else?还有呢？visuals or images?视觉和形象？packaging or product eleme

2、nts?包装和产品元素？bits of communication?传播的片断？signs or symbols?标志和符号？other brand lore?其他有关品牌的部分？What kind of people do you associate with the brand,and how do you feel about them?哪种类型的人会让你与这个品牌联系起来？你对这些人的感觉如何？Thinking about the feelings and emotions the brand evokes in you 想象一下这个品牌给你带来的感受和情绪What specific

3、feelings and emotions do you experience in connection with using this brand?当你和这个品牌有联系时，你体验到那些特别的感受和情绪？What personal memories,experiences or associations does this brand bring to mind?这个品牌让你回忆起哪些个人的记忆、体验或联想？What does this brand do for you in your life that other brands dont?这个品牌在你的生活中做了哪些其他品牌无法做的事情？

4、what unique contribution does it make?它带来哪些独特的地方？what special perspective does it give you about using the category?它带给你哪些有关试用这个类别产品的特殊的观感？Now stepping out of the role of the brands user,and considering all the implications of these insights 现在走出品牌使用者的角色，考虑所有这些消费者洞察的启示 What do these insights suggest

5、 or signal about the brand?这些消费者洞察暗示了这个品牌的哪些方面？What is the mood of the brand?这个品牌的情绪是怎样的？How do the feelings and emotions this brand evokes differ from those its leading competitor evokes?这个品牌引起的感受和情绪与其它主要竞争品牌带来的有哪些不同的方面？Brand Audit Helps Us Define the Unique Relationship Between the Customer and th

6、e Brand品牌检验帮助我们确定消费者与品牌之间的独特关系The brands DNAexpressed in a written书面表达的品牌DNA BrandPrint品牌写真When You Write a Brandprint You Will Almost Certainly Start With Have Too Many Words当你开始写品牌写真时，你开始几乎一定会从运用很多词句进行描述Chivas Regal:ThailandChiivas is the night.A palet of flickering neon and blinking car lights.Th

7、e 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

8、of.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当你细看及评估品牌写真时 Remember Neil Frenchs story of the brilliant carver of woode

9、n elephants记住Neil French 关于伟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它创造完美大象的秘诀是，去掉所有不是大象的部分Examples of Shorter BrandPrints精悍的品牌写真-例如 Jaguar Original Impulse The Economist Bank of China American ExpressJaguar(USA)The difference between Jaguar

10、 and other cars runs deeper than sheet metal and engineering:Its about soul,passion and originalityA Jaguar is a copy of nothing.just like its ownersJaguar和其他轿车的差别不仅在钢板和引擎技术在于精神、热情和原创性Jaguar都是独一无二的就象它的主人Impulse(Europe)Impulse gives me the confidence to explore and enjoy the sometimes bumpy journey i

11、nto womanhoodAs 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 opinionsB

12、eholden 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

13、for those who think bigger thoughts,do bigger things,and paint bigger picturesAmerican ExpressAdditional Ways to Approach Writing a BrandPrint其他形成品牌写真的方法 A to Z Photomontage 图片集锦A To Z -A Verbal Bank Using word association to articulate suppressed feelings and emotions运用词汇联系来表达潜在的感觉和情绪 Can be used i

14、n addition to Brand Audit to enrich vocabulary除了可以运用在品牌检验，还可以丰富词汇e.g.BMW(New Zealand)How It Works如何运用 Generate word associations for the brand beginning with the letter A and write them down 将字母A开头的与本品牌有关的词汇都写下来 Then for the letter B,then for letter C etc etc to Z 接着字母B，字母C到字母Z Review your Word Bank

15、 重新检视你的词汇银行 Select one association for each letter 每一个字母选择一个有联系的内容 Write a summary 写下小结AdultBlitzkriegCulturedDriveableEnvyFlat OutGruntHandlingIndependentJumpingKrautLook OutModernNoticedActiveBoldClassicDynamicEnergeticFastGermanHarmonyIndividualJiveKingLoverMuscleNotoriousArrogantBallsyConfidentD

16、iscerningEngineeredFashionableGlamourHi techIntelligentJazzKillerLuxuryManlyNot oldAmbitiousBetterConservativeDrive meExpensiveFastGermanHotIntegrityKnowledgeLong termMeticulousNurturedAchievementCompetitiveEliteGoalImportantLeaderMeNuanceABCDEFGHIJKLMNOvertPrestigiousQuickRevsSuaveTrustworthyUnbeat

17、ableVampYouthXcuse Me0-100OverdrivePassionateQualityRefinedStylishThrustingUniqueVibrantWealthSeXyYoungZoomPrideRedSleekTailoredUnderstandVirileWaywardXcitingYearnZealotPleasureReliableSilentThroatyVerveWishXuberantYesZippyPositiveSelfishTorqueValuesWantonXcellenceOPQRSTUVWXYZArrogant,aspirationalBa

18、llsy,boldCom/fort,classy,confidentDemanding,discerningExclusive,engineeredFashionGlamourHotIndividual,intelligentJazzKillerLoversManlyNot old,not slowOvertPassionateQualityRedSleek(Tailored)UniqueVirileWealthXcitingYearningZealotABCDEFGHIJKLMNOPQRSTUVWXYZWe saw a BMW as:Having power under controlA f

19、eeling of superiority 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图片集锦-视觉银行 Captures spontaneous/implicit perceptions抓住自发的

20、、有暗示意义的认知 Very useful in understanding competitive differences在理解竞争性差异时非常有用 Can be used in addition to other techniques to enrich visual images可以运用在其他技术上以丰富视觉形象How It Works如何运用 Take a pile of old magazines of all types 找出一对旧的各式各样的杂志 Issue everyone with scissors 发给每个人一把剪刀 Get the group to cut out pic

21、tures of images that seem relevant to the brand and form them into collages 让小组建下与品牌有关的图片，并将他们贴起来 Ask each individual to explain their collage 让每个人解释他们的图片 Summarise 总结 Use for competitors too 对竞争品牌用同样的方法What A Brandprint Is什么是品牌写真A vivid statement of the unique relationship that exists between a con

22、sumer and a brand一句有关消费者和品牌间独特关系的生动的陈述The Brands DNA of its fingerprint品牌指纹的DNAThe core truth and spirit核心事实和精神Unique to the brand.Impossible to transfer具有独特性，无法被转让A Brandprint Is Not品牌写真不是.A description of the brand 一个关于品牌的描述 A description of the advertising 一个关于广告的描述 A marketing objective一个市场目标 A

23、strategy 一个策略 A brief 一份简报 A wish list一份愿望表A Good BrandPrint 好的品牌写真Poetry not Prose-27 Drafts Everyone attempts,but one(usually creative)person is responsible for the final words每个人的努力，一个人（通常是创意人员）负责形成最后文字 Preparation is important.Take a long walk,a bath,a glass(or two or three)of wine.准备工作很重要。散步、冲凉

24、、喝几杯葡萄酒.Mindset is critical.Lock up the left brain,unlock the right思维设定很重要。锁上左脑，打开右脑。Explore all sensory dimensions-look,sound,smell,touch,taste探索所有感官的方面看、声音、味道、触摸、品尝 Feelings first,images next,descriptives last第一是感觉、其次是形象、最后是描述Writing a BrandPrint撰写品牌写真Avoid yetisms like 避免转折语Traditional yet curiou

25、sly modern 传统但现代Young hearted yet appealing to all ages 年轻人的心但适合所有年龄人群Avoid clich 避免官腔In this fast-paced modern world,its nice to know that Brand Y is still offering Z benefit 在这个快节奏的现代社会，品牌Y还可以提供Z这样的好处真是太好Watch tired language注意滥用的词语Powerful OR Reliably effective OR Light,fine consistency 强有力的，或者可靠的

26、效果，或者轻，精美的结合Avoid Tired Language Get Some Freshness in Your Words避免滥用的词语你的词汇应具有新意 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

27、snow (Birds)A Test for Recognising A Good BrandPrint测试 Distinctive与众不同 Clear清楚 Colloquial通俗的 Truthful诚实的 Colourful有色彩Aha!Competitive Advantages Of Brand Stewardship品牌管家的好处 Open idea(not a black box)开放的想法 Participative参与 Intuitive直觉 Relatively inexpensive相对不昂贵 Genuinely Ogilvy诚实的奥格威Beyond The BrandPr

28、int除了品牌写真 The BrandPrint is only the beginning 品牌写真仅是开始 It should influence everything you do on your brand它将会影响到你对品牌做作的每一件事情 It is not re-written very often它并不会经常被修改 When put together with the Challenge it should provoke the Brand Idea 当与品牌挑战方在一起，它可以激发品牌IDEATeam Exercise 1分组练习 Pick the brand assign

29、ed to your group根据各组被指定的品牌 Review what you already know about it重温你们对该品牌了解的所有内容 Conduct a Brand Audit on it,针对它作品牌检验 Define the brand print形成品牌写真 Report back in one hours time1小时后报告 4 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 night

30、David Ogilvy-How to create Advertising that Sells 360 is just a compass and an empty ocean without a Big IdeaWhy 为什么？360 only works if there is a strong idea behind it只有背后存在一个很强的IDEA时，360 才会起作用 Clients buy our ideas not our processes客户买的是我们的IDEAS，而不是过程We might want to show our wives our muscular bod

31、ies but not our exercise machines我们想给妻子看的是我们健美的身体，而不是我们练习时用的机器Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我们知道什么是“IDEA”，我们很难判断某个人的“IDEA”是好还是坏Exercise 1What Is an Idea?什么是IDEA？The Classic DefinitionBisociation of two or more previously unconn

32、ected thought matrices两个或多个以前不相关想法的组合Arthur KoestlerPareto Didnt Only Think About 80/20 Rules His Definition.A new combination of old elements旧元素的新组合ParetoA Definition From The Creative Director of JWT in the Nineteen TwentiesIn advertising an idea results from a new combination of specific knowledg

33、e about products and people with general knowledge about life and events在广告中，IDEA来自于对产品知识的了解和对生活和事件有常识的人两部分的组合James Webb YoungPutting the Elements Together.Our Definition我们的定义 An unexpected combination of different thoughts which puts a particular thing in a new and involving context 不同想法的一个意想不到的组合，

34、它将一个特定的事物放在一个新的联系中Or,To Put It Another Way或者从另一个角度Making the familiar让熟悉的事务and the strange familiar和陌生的事物变得熟悉StrangeThink of Some ExamplesOf ideas that grew out of combining familiar things in an unfamiliar way or 将熟悉的事物用不熟悉的方法组合起来 seeing the familiar in an unfamiliar way用不熟悉的方法看熟悉的事物Exercise 2IBM L

35、aunchWhat Is an Idea?Show FilmsSo What Was The IBM 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，被技术赋予同样的权利Putting This into the Context of 360 Degree Brand Thinking将这些放在360度思考的框架内 Challenge挑战In order to meet our objective we have to为了达到我们的目标，我们必须.B

36、randPrint品牌写真a description of the Brands DNA品牌DNA的描述 Ideathe unexpected combination of different thoughts which puts the brand in a new and involving context Execution执行the techniques,properties and production values which convey the idea可以传达IDEA的技术、道具、制作等IBM Challenge挑战IBM as the underlying fabric

37、of the information age IBM作为信息时代的基石 BrandPrint品牌写真magic I can trust 我可以相信的魔力IBM Ideaunexpected users,everywhere,are enfranchised by technology 出乎意料的使用者,在任何地方,被技术赋予同样的权利 Execution(advertising)执行(广告)subtitles provide a vehicle for overlaying techno-speak on ordinary speakExercise 3 in PairsHow would y

38、ou translate the IBM creative idea into a poster?如何将IBM创意IDEA转化成海报?Taking Ideas Across Disciplines or Media Translation-adaptation only 转化 Stretching-extending the idea in some 延展性 way,or using the new context to present the idea in a different light Interplay-making the Idea have impact in a 相互影响di

39、fferent or deeper wayExecution 执行 Techniques are not ideas 技术不是IDEAdemonstration展示slice of life生活片断endorsement by personality 个性的背书A property is an executional component that in time starts to signify the ideaIdeas and ExecutionIdeaWeak弱 Strong强ExecutionGreat 杰出Poor较差Exercise 4 Pick the brand assign

40、ed to your group 根据每组指定的品牌 You have already identified the key challenge facing the brand and have established its brand print.你们已经确定品牌所面临的挑战，同时完成其品牌写真 Not keeping that in mind come up with a brand idea 现在产出一个品牌IDEA Report back in half an hour 半小时后报告Seven Secrets for Great Ideas杰出的IDEA得七个秘诀1.Definin

41、g the characteristics of great ideas in the abstract will not help you create one in the slightest 从理论上去定义杰出的IDEA的特性，不会帮助你创造出杰出的IDEA。2.The best ideas come out of a process of“emotional smothering”of the creative team 最好的IDEA来自于创意小组的“情感窒息”3.The creator of the idea often does not always recognize it a

42、s such himself 杰出IDEA的创造者，经常自己无法辨识。Seven Secrets for Great Ideas4.There are a hundred stages during which good ideas can be lost,most of them internal有很多阶段，好的IDEA会被放弃，大部分是在我们内部5.Clients assess ideas relatively not absolutely客户不会绝对的评估相关的IDEA6.Research can kill good ideas but it can also save them调研可以

43、杀死好的IDEA，但也可以拯救它。7.The best creative ideas become strategic ideas rather than vice versa最好的创意IDEA可以成为策略IDEA，相反的情况则不多5Where Have We Got to?我们已经知道什么？We have interrogated the brand in a 360 way to find out its weaknesses-the Challenge 我们已经从360度角度审视品牌,寻找它的弱点-品牌挑战We have explored the subjective aspects o

44、f the brand to arrive at a BrandPrint我们已经发掘出品牌的主要方面,形成品牌写真Putting the BrandPrint together with the Challenge sparks the Idea品牌写真与品牌挑战一起,激发出品牌IDEAWe now have to take the Idea out into the world of the customer and maximise their involvement 我们必须将品牌IDEA带入消费者的世界,让品牌与消费者的融入度达到最大化Creating a Brand World创造

45、一个品牌世界Points of Contact接触点What We Are Trying to Do Differently我们试图有哪些不同的做法?Conventional Communication 传统的传播 Single unconnected shots 单纯无联系360 Communicatio360度的传播Creates a Brand World which involves the customer 创造一个融入消费者的品牌世界An experience of the brand,not just the delivery of a communication品牌的体验,非仅

46、仅讯息的传递Greater Involvement Is About较强的融入度是关于 Intensity 密集度A particular point of contact making the idea shine brighter and thus involving the customer more 可以让品牌IDEA发光的接触点,同时让消费者融入更深.Interplay相互影响Different points of contact working together for greater overall involvement 不同接触点共同作用,以达到最大的融入度.Multiple

47、 Connections多维联系 The idea connects with the customer in multiple ways-creating a sensory surroundIDEA以多种方式与消费者相连接,创造整体感受In The Different Encounters the Customer Has With the Brand at Different Points of Contact 不同的接触点,消费者与品牌有不同的接触状况 We can create interplay between the encounters我们可以创造它们之间的相互影响We can

48、 use this interplay to intensify involvement我们可以运用这些相互影响加强品牌的融入度Launching a New Low Cost Credit Card:The Old Way低费用信用卡上市(旧方式)Launch TV commercial 上市电视广告 Simultaneous press conference同时举办新闻发布会 Mail pack carries still from TVC 邮件外表来自TVCLaunching a New Low Cost Credit Card:The New Way低费用信用卡上市(新方式)In ed

49、itorial columns,a specially commissioned external report on the high cost of borrowing receives high coverage-creating an issue专栏创造话题 Launch TV advertising majors on a new kind of low interest card-capitalizing on the concern电视广告形成关注 A mail shot makes an early bird offer and provides detailed compet

50、itive comparisons邮件提供详细的比较Interplay相互影响Creating an issue创造话题Offering a solution提供解决方案Making an offerInterplay Through Time时间上的相互影响 Level 13 wks Create issue创造话题 Establish idea建立IDEA Create desire创造需求Level 25 wks Inform&educate告知教育 Drive response 引导反应Level 38 wks Activation&usage行动和使用Getting the Bran