经典中的经典：奥美360度品牌管理咨询报告360shchi2.pptVIP

Ideas in a 360o World 360度世界中的IDEA Unless your advertising is built on a Big Idea it will pass like a ship in the night David Ogilvy - How to create Advertising that Sells Why 为什么？ 360o 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 bodies 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 1 What Is an Idea? 什么是IDEA？ The Classic Definition Bisociation of two or more previously unconnected thought matrices 两个或多个以前不相关想法的组合 Arthur Koestler Pareto Didn’t Only Think About 80/20 Rules… His Definition…... A new combination of old elements 旧元素的新组合 Pareto A Definition From The Creative Director of JWT in the Nineteen Twenties In advertising an idea results from a new combination of specific knowledge 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 Young Putting 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，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 Think of Some Examples Of 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 2 IBM Launch What Is an Idea? Show Films So What Was The IBM IdeaIBM的IDEA是什么？ IBM Idea Unexpected 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…... BrandPrint品牌写