品牌体验讲义ppt课件.ppt

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1、品牌体验课程提报：北京联广讲师：黄亦珍Question1你想选哪一杯?BrandXBrandYQuestion2二家广告公司你会选哪一家?AgencyAAgencyBQuestion3二家顾问公司你会选哪家?FirmAFirmBQuestion4二份企划案你选哪一案?ObjectiveofMediaStrategyWhyweshouldworksohard?Forwhat?Whyweshouldworksohard?Forwhat?Whyweshouldworksohard?Whyweshouldworksohard?ForthecompanyfortheshareholdersForthe

2、companyfortheshareholdersMywifegotangryAndnowthereisnoroomFormeathomeMywifegotangryIntheofficeEitherWhereIshouldbe?Whylifeshouldbedull?SteakpizzahotdogpastasushitenpuraNoodlefriedpotatobeerSteakpizzahotdogpastaSteakpizzahotdogpastasushitenpuraNoodlefriedpotatobeerSolution!ObjectiveTochangetheorderb

3、eforetheystartcookingFrommediumraretowell-doneMediumRareWellDoneTheWorldisFilledwithTouchpoints传播触媒存在于生活周遭，有些是被刻意设计，有些则是自然存在营销人员的重要任务就在于为品牌创造多元且具吸引力令消费者有愉悦感受的触媒ObjectiveofMediaStrategyWhyweshouldworksohard?Forwhat?Whyweshouldworksohard?Forwhat?Whyweshouldworksohard?Whyweshouldworksohard?Forthecompa

4、nyfortheshareholdersForthecompanyfortheshareholdersMywifegotangryAndnowthereisnoroomFormeathomeMywifegotangryIntheofficeEitherWhereIshouldbe?Whylifeshouldbedull?SteakpizzahotdogpastasushitenpuraNoodlefriedpotatobeerSteakpizzahotdogpastaSteakpizzahotdogpastasushitenpuraNoodlefriedpotatobeerSolution!

5、ObjectiveTochangetheorderbeforetheystartcookingFrommediumraretowell-doneMediumRareWellDoneColorAtmospherePeopleVisualShapeTextureServiceStoryWhatthe“EX-Branding”isallabout透过更多元的触媒创造愉悦且印象深刻的消费者体验ObjectiveofMediaStrategyWhyweshouldworksohard?Forwhat?Whyweshouldworksohard?Forwhat?Whyweshouldworksohard

6、?Whyweshouldworksohard?ForthecompanyfortheshareholdersForthecompanyfortheshareholdersMywifegotangryAndnowthereisnoroomFormeathomeMywifegotangryIntheofficeEitherWhereIshouldbe?Whylifeshouldbedull?SteakpizzahotdogpastasushitenpuraNoodlefriedpotatobeerSteakpizzahotdogpastaSteakpizzahotdogpastasushiten

7、puraNoodlefriedpotatobeerSolution!ObjectiveTochangetheorderbeforetheystartcookingFrommediumraretowell-doneMediumRareWellDoneColorAtmospherePeopleVisualShapeTextureServiceStory品牌体验为什么“体验”当道？新价值源泉经济行为和经济价值的