品牌管理讲座3.pptxVIP

Victoria’s Secret: ObjectiveGet men to buy women’s underwear..让男人去买女人的内衣.…..as gifts for women……作为给女人的礼物So where can we find attentive men?哪里可以找到专心的男人？And now for something completely differentWebcast网络Superbowl adSuperbowl 广告Lead IdeasFashion show时装秀Do a world’s first and publicise it..开创先例，并且让公众知道Intensification by weaving the ideas together将不同的IDEA组织在一起Publicise unheard-of response to world’s first online fashion show advertised during the SuperBowl在Superbowl期间发布广告， 告知公众世界上第一个网上市装秀Problem: response levels crashed the system!难题： 系统崩溃！Summary小结Interplay and intensification improve results相互影响和强化提升最终结果Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them品牌世界时一个感觉的世界， 它通过选择不同有相互影响的接触点，加强消费者对品牌的投入度Day in a Life, Snap, Points of Contact and the Strategic Impact Matrix are 360° tools各种360度思考的工具Group Exercise 3分组练习Go back into your groups回到你的小组Explore the Brand World for your brand 发掘你们品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix产出接触点并运用策略矩阵加以评估Report back in one hours time1小时后报告Conclusion 结论What We Have Done我们学习了什么？ Discovered the Challengefacing the brand in a 360 Degree wayDescribed the Brand’s DNABrandPrint品牌写真 IdeaChallenge挑战Brand World品牌世界Created a world which maximises the interplay between the brand and its customers at various points of contactHow We Got There如何得到？Gathered, ordered and interpreted information about thebrand in a 360Degree wayUnderstood the uniquerelationship between the brand and its customersBrand Audit品牌检验Brand Scan品牌扫描Points of contact接触点Defined the areas where the brand can intensify the impact it has on people’s lives IdeaChallenge挑战BrandPrint品牌写真Brand World品牌世界Executions执行Sequence 顺序Brand Scan品牌扫描Brand Audit品牌检验Points of contact接触点Why We Have Done It为什么我们这样做？ Created great ideas that move our brands ahead at each point of contact between the brand and its customers在品牌和消费者的每个接触点