成都大世界商业公园整合行销传播企划.pdf

1 Do You Feel That You Are . 你是否觉得你是 ... • In the right industry? 在一个正确的行业工作? • With the right agency? 在一个正确的公司工作? • At the right time? 在正确的时间? 360 Degree Branding is a terrific opportunity for 360 Degree Branding is a terrific opportunity for our brands, our clients for ourselves our brands, our clients for ourselves 对品牌、客户和我们自己而言， 对品牌、客户和我们自己而言， 360度品牌管理是一个巨大的机会 360度品牌管理是一个巨大的机会 Individual Pre-session Exercise: Framing the Agenda 个人练习： • Based on what you know now about 360 Degree Branding, write down on the card what you believe to be the three key issues we need to address to be successful 基于你对360度品牌管理的了解，在卡片上写下你认为带 来成功的三个主要观点 • An issue is something we have to do something about 观点是一些我们必须要做的事情, 它包含 – An opportunity 机会 – A problem 问题 – A balance we need to make between two or more things 在几件事情之间我们需要做的平衡 Agenda 议程 • Introduction- the why and the what 为什么会有360度，什么是360度 • The How- four parts of 360 thinking 如何运用（360度思考的四个部分 –Challenge 挑战 –Brand Print 品牌写真 – Idea 想法 –Brand World 品牌世界 Why 360 Degree Branding? 为什么产生360度品牌管理？ Worldwide Task Force Report: Two Years Ago • We operate in silos 我们在井中作业 • Our business is being pushed downstream 我们的事业正走向下游 • Management consultancy threat with CEO level contacts 管理顾问公司威胁到CEO层面的接触 Recommendation 建议 Recommendation 建议 Focus the agency on 360 Degree Branding as a way of adding Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream value and getting back upstream 将公司集中到360度品牌思考, 以增加我们的价值, 让事业重新走向 将公司集中到360度品牌思考, 以增加我们的价值, 让事业重新走向 上游 上游 Strategic Oper