630度品牌管理方案分析(ppt 255页)

630度品牌管理方案分析目录：
一、为什么产生360度品牌管理？
二、360度可以为我们做什么？
三、从品牌扫描到挑战
四、360度世界中的IDEA
五、什么是IDEA？

 

630度品牌管理方案分析内容提要：
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
……

Worldwide Task Force Report: Two Years Ago
We 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
……

In 360 Degree在360度过程中：
You have to anticipate every encounter a customer is going to have with your brand  你必须预见消费者与品牌的每一次接触机会
You must customize the message  for each encounter 针对每一次机会，设计需要传达的信息
 You are arranging the encounters to make sure they enrich the customer‘s overall experience with a brand  设计安排这样的机会，以保证可以增加消费者与品牌的经验。

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