360品牌管家-精品·公开课件.pptVIP

360 Brand StewardshipCore Module Version 6 07/04/99 360o Brand Stewardship Both a philosophy and a mandate for change Superior to old-style ‘integration’ Why 360o Is Better Than ‘Integration’ New way of working, involving multi-discipline teams from the outset versus silo-driven strategic development Develop ideas in discipline-neutral way, then take it into specialist communications versus lead discipline approach Find genuine Brand Involvement Ideas, executed to suit strengths of each medium versus consistent look and feel across media 360o Brand Stewardship Gets us to think about the whole brand, and identify the real challenges Illuminates the potential inputs of individual disciplines in attacking those challenges Helps us intensify the involvement of the brand in the lives of customers at each point of contact Ensures the final solution is brand sensitive whether single, dual or multiple discipline Ogilvy companies deliver all the executions or not What It Is Not Set of strategy forms Work list of everything that possibly could be done Processes we show to clients Way to turn specialists in each discipline into generalists A Simple Framework Where do the brand’s problems lie? What is the brand-consumer relationship like? How do we build the brand in the outside world? Sequence There is a natural sequence for the team to move through the process in three stages leading to three outputs But, 360o thinking is holistic. There is an imperative to refer to insights from previous stages to provide stimulus and a check on overall coherence Process Outputs The Way Of Working - Workshops Brand Scan : Gather the team to interrogate the equities of the brand and determine the challenge must include MindShare may include creatives (if they have a close affinity with the brand) Brand Audit : Gather insights using ‘fingerprinting’ and other techniques via direct contact with customers Brand World : Re-assemble the team to define the Involvement Area