360 Degrees Brand Cascade June 30th-July1st Shanghai资料.pptVIP

Closing结束语 360 Degree Branding is more complicated but not that complicated 360度有点复杂，但并不是很复杂 The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期） It doesn’t happen naturally 它不会自然的发生 The big enemy is integration 最大的敌人是整合 Red Fire is the passion that drives us 红色火焰是驱动我们的热情 Pre-eminent creative force 卓越的创意力量 Best people最好的人员 Most valued by those who most value brands被珍惜品牌的人所赏识 360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段 欢迎交流 PPCCN搜索营销社区: 所有在线营销的主题，都可以在PPCCN社区讨论 QQ客服: 800025460 提供在线营销答疑，需要什么资料也可以向他要 欢迎加入我们的QQ群 /?page_id=65 常用微博地址： /dsdhcom 电商导航腾讯微博 /ppccn PPCCN新浪微博 * * * * * the set up of a proprietary database coordinated use of the database for singleand multibrand communications * * Whether the Brand’s Image Is Strong and Engaging在哪些方面品牌形象较强 Image 形象 Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持续性，但被认为过时 Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品需要让年轻消费群进入本品牌 How Strong the Brand’s Customer Franchise Is Customer People come late to the brand an old man’s drink 人们接触品牌较晚，是一个老年男性的品牌 Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下 How Well the Brand Is Leveraged in the Trade Environment Channel 销售渠道 Focuses on extremes (hawker centres Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在终端 Younger drinkers surprised if Guinness is not available - but forgive outlet switch brands 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌 Whether the Brand Presents a Clear Consistent and Differentiating Presence Visual 视觉 Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异， 意味着男性 In-bar signage is dusty 酒吧内的象征是灰尘 Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives Goodwill 商誉 Campaign approach irreverent, but doesn’t do much for the community at large 广告方式有点叛逆、不尊重的感觉，但并没有太过分 But awareness o