某公司活动策划与360度品牌管理教材

•全方位品牌策划•品牌全方位的价值提升•资源合作伙伴•丰富媒介资源—网媒、报媒、记者编辑•央视资源的整合者•公关和营销策划汉马传播业务范围360 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 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Direct related tonew distributionHigh endPRCEOBrandManager品牌经理Marketing Dir...