如何创造品牌管理

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 differentFashion show时装秀Webcast网络Superbowl adSuperbowl 广告Do a world’s first and publicise it..开创先例，并且让公众知道Lead IdeasIntensification 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 time 1 小时后报告Conclusion 结论Discovered the Challengefacing the brand in a 360 Degree wayDescribed the Brand’s DNAChallenge挑战BrandPrint品牌写真Brand World品牌世界Created a world which maximises the interplay between the brand and its customers at various points of contactWhat We Have Done我们学习了什么？ IdeaBrand Audit品牌检验Brand Scan品牌扫描Points of contact接触点Gathered, ordered and interpreted information...