（精）365度品牌

《（精）365度品牌》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、Victoria’sSecret:ObjectiveGetmentobuywomen’sunderwear..让男人去买女人的内衣.…..asgiftsforwomen……作为给女人的礼物Sowherecanwefindattentivemen?哪里可以找到专心的男人？AndnowforsomethingcompletelydifferentFashionshow时装秀Webcast网络SuperbowladSuperbowl广告Doaworld’sfirstandpubliciseit..开创先例，并且让公众知道LeadIdeasIntensificationbyweav

2、ingtheideastogether将不同的IDEA组织在一起Publiciseunheard-ofresponsetoworld’sfirstonlinefashionshowadvertisedduringtheSuperBowl在Superbowl期间发布广告，告知公众世界上第一个网上市装秀Problem:responselevelscrashedthesystem!难题：系统崩溃！Summary小结Interplayandintensificationimproveresults相互影响和强化提升最终结果BrandWorldisasensorysurroundth

3、atmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem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DayinaLife,Snap,PointsofContactandtheStrategicImpactMatrixare360°tools各种360度思考的工具GroupExercise3分组练习Gobackintoyourgroups回到你的小组Explorethe

4、BrandWorldforyourbrand发掘你们品牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix产出接触点并运用策略矩阵加以评估Reportbackinonehourstime1小时后报告Conclusion结论DiscoveredtheChallengefacingthebrandina360DegreewayDescribedtheBrand’sDNAChallenge挑战BrandPrint品牌写真BrandWorld品牌世界Createdaworld

5、whichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontactWhatWeHaveDone我们学习了什么？IdeaBrandAudit品牌检验BrandScan品牌扫描Pointsofcontact接触点Gathered,orderedandinterpretedinformationaboutthebrandina360DegreewayUnderstoodtheuniquerelationshipbetweenthebrandanditscustomersDefinedth

6、eareaswherethebrandcanintensifytheimpactithasonpeople’slivesHowWeGotThere如何得到？Sequence顺序BrandScan品牌扫描BrandAudit品牌检验Pointsofcontact接触点Challenge挑战BrandPrint品牌写真IdeaBrandWorld品牌世界Executions执行WhyWeHaveDoneIt为什么我们这样做？Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandandi

7、tscustomers在品牌和消费者的每个接触点，创造可以让品牌前进的伟大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消费者投入度最高的接触点，让我们将力量集中在那里Thus因此Improvedtherelationshipbetweenclientsandtheircustomers提升客户和他们消费者之间的关系IncreasedClientvalueintermsofmarketshare,profitan