罗兰贝格的品牌观精编版课件.ppt

* Have you fully leveraged the prime prospects within your strategic target? * I want to comment on the approach weve taken in developing this framework. This project was led by the Marketing Innovation Group who received very extensive feedback from PG Marketers in all GBUs and MDOs via a MD-level user council. The user council representatives were selected by the GBU leaders. We were very pleased that the MDs on the user council not only gave their feedback, but also solicited and shared feedback from broad bases of marketers at all levels and in each GBU and MDO. We also got feedback from Agency representatives who were selected by Agency heads. And we tapped into a wide range of experts both within PG and outside via contacts with thought leading academics. Once we were quite far along, we shared the framework with all the GBU heads and Presidents, and have now reflected their input. Many MD’s on the user council took time to solicit General Manager feedback and, where offered, that feedback has been reflected. All GM’s (both GBU and MDO) have now received a copy of the framework. We have already heard from many of them who have offered their support for work. The feedback from the user council and agency partners was very positive. We also met with PRIDE leadership to ensure that the Marketing Framework and PRIDE’s DEPTH model were conceptually aligned. The RD leadership is strongly supportive of this work. It is very consistent with the DEPTH model and both flow from a deep understanding of the Desired Consumer Experience (DCE). There is strong Senior Management support for this work. * The first point Id like to make on Brand Equity and Communication Strategy is the importance of answering these questions with a very clear picture of the target audience in mind. It’s often best to first define the target and then define what you want your Brand to stand for in the mind and heart of your target. However, in practice, the target and equi