360度品牌管理培训.pptxVIP

1360 Degrees Brand Cascade June 30th- July1st ShanghaiDo 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 our brands, our clients for ourselves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 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 AgoWe 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Focus the agency on 360 Degree Branding as a way of adding 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, 让事业重新走向上游Strategic策略的Operational运作的Tactical战术的High endPRCEODirect related tonew distributionDirectMarketing Director行销总监AdvertisingSales PromotionLow endPRBrandManager品牌经理Needs需求We are in the knowledge business我们处在一个需要知识的行业 We need more knowledge我们需要更多的知识We are in the ideas business我们处在一个需要想法的行业 We need more ideas我们需要更多的想法We are in the brand business我们处在一个建立品牌的行业 We need more influence on the total brand我们需要在整个品牌上有更多的影响力 What Sort of Company Do We Want to Be?我们希望成为一个怎样的公司？The Unlimited Brand Company无限品牌公司UnlimitedWe cross disciplines in a 360 Degree way通过360度思考跨越专业We cross borders跨越边界We challenge barriers挑战障碍We take it all the way through我们全方位运用 Insight...Ideas ...Execution ...Evaluation洞察…IDEA…执行…评估We build the brand to its full potential我们将品牌建立至