360度全方位品牌(ppt)
360 Degrees Brand Cascad
June 30th- July1st Shanghai
Do 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?
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
Needs需求
We are in the knowledge business 我们处在一个需要知识的行业
We need more knowledge 我们需要更多的知识
We are in the ideas business 我们处在一个需要想法的行业
We need more ideas 我们需要更多的想法
We are in the brand business 我们处在一个建立品牌的行业
We need more influence on the total brand 我们需要在整个品牌上有更多的影响力
What Sort of Company Do We Want to Be? 我们希望成为一个怎样的公司？
The Unlimited Brand Company
无限品牌公司
Unlimited
We cross disciplines in a 360 Degree way 通过360度思考跨越专业
We cross borders 跨越边界
We challenge barriers 挑战障碍
We take it all the way through 我们全方位运用
Insight...Ideas ...Execution ...Evaluation 洞察…IDEA…执行…评估
We build the brand to its full potential 我们将品牌建立至极限
Since That Initial Task Force: Worldwide
Absorb philosophy 吸收哲学
Period of debate - keep individual disciplines 保持独立的原则
Experiments on how to work together differently 尝试如何共同协作
Gains on key accounts 来自重要客户的经验
Amex business partnership Amex 商业伙伴
IBM increase share of client total budget (key measure)
Ogilvy Resources in Asia Pacific 奥美在亚太区的资源
Structural and Attitudinal Obstacles to Implementing 360 Degree Branding 实行360度品牌管理的障碍
Three tools to help remove the obstacles
三个帮助消除障碍的工具
Changed structure 改变的结构
Brand Teams 品牌团队
Brand Profit & Loss (P&L) 品牌损益
Agreed Structure for a 360 Degree Agency（360度代理商的结构）
The Brand Team 品牌团队
A leader who leads 一个品牌领导者
Team members who connect 接触紧密的成员
Sitting together, ideally 理想状况下，应该坐在一起
The Brand P&L 品牌损益
Share of client target 分享客户的目标
A P&L which reports horizontally 垂直报告的损益
Jobs tracked at an individual level 工作遵循独立的层面
Income distributed and profit distributed pro rata versus hours spent 收入和利润根据时间花费进行分配
Agreed Structure for a 360 Degree Agency（360度代理商结构）

What 360 Degree Does For Us 360度可以为我们做什么？
What is the Territory of a Brand? 一个品牌的版图是什么？

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
Scraps and Straws That Add up to the Most Valuable Asset a Company Has
360 Degree Brand Stewardship 360度品牌管家
Creates great ideas that move our brands ahead at each point of contact between the brand and its customers 创造伟大的“IDEA”，让我们的品牌在与消费者的每一次接触中都可以向前发展
Selects the richest points of customer involvement on which to focus our efforts 选择最有效的接触点，将我们的努力集中在这些方面
360 Degree Brand Stewardship 360度品牌管家
Improves the relationship between clients and their customers 增强客户和消费者之间的关系
Increases Client value in terms of market share, profit and share price 增加客户的市场份额，利润和股票价格
Adds future Client value by driving new opportunities 通过驱动新的机会来增加未来客户价值
Allows us to be well paid for using our creativity in the pursuit of this cause 让我们得到更好的利润回报
Our 360 Degree Brand Thinking 360度品牌思考
Cracks the non-traditional customer in Singapore
Generates profits from dreams in Taipei
Milks sport for all it is worth in Thailand
Silences a Whisper with confidence in Korea
Makes money out of striptease in the Philippines
Turns an advertising property into a populist slogan in Indonesia
Discovers the power of self discovery in China

In the Beginning Was a Blank Sheet of White Paper on Which a Press Ad Was Written 最初的广告是写在报纸上的平面广告
Along Came TV Which Worked to the Same Basic Shape 伴随电视的诞生，广告工作仍然保持基本形状
So Heads Started to Become the Same Shape 因此，头脑也逐渐变成同样的形状
To Fit the Briefs Which Were the Same Shape - Square Pegs Into Square Holes 以适应同样形状的广告简报
So Adman Looked Like This 所以，广告人看起来都是这个样子的
Then Along Came Some Other Sorts of Briefs 随着其他类型简报的产生
So Different Shaped Heads Were Required 导致对不同形状头脑的需求
To Make up the Full Orchestra of Disciplines 为建立整个管弦乐队
Specialisation Can Create Walls & Silos 专业化创造墙和井
Silo? 井？
Plus Other Sorts of Briefs 加上其他类型的简报
Old Integration 以前的整合
Each discipline sits in a silo 每个专业都坐在井里面
Strategy is developed in a lead discipline (usually advertising) 策略在主导专业中发展（通常是广告）
The lead discipline develops its idea (usually television) 主导专业发展它的“IDEA”（通常是电视）
Other disciplines are given the idea and asked follow it to produce a uniform look and feel (usually very close to a deadline) 其他专业在既定的“IDEA”下， 被要求根据它发展统一的外观和感受（通常离最后期限很接近）
What’s Changed 引起哪些变化？
Rising cost of television 抬高电视的费用
Media fragmentation 媒介破碎分离
New media - Internet, cable, video on demand 新媒体的诞生----互联网、有线电视、点播录像
Importance of endorsement 背书的重要性
Search for better value from brand spending 在品牌投资中寻求更好的价值

We Need to Change the Shape of Our Heads to Approach 360 Degree Brand Thinking 为实行360品牌思考，我们需要改变我们头脑的形状
The New 360 Degree Branding Approach 新的360度品牌建立方式
Work as a Brand Team from the start so thinking develops in a discipline - rich way and is anchored in the BrandPrint 开始即以品牌团队进行工作，在一个原则下进行思考--------多样的方法，以品牌写真为依据
Come up with a big Idea 产出一个“BIG IDEA”
Chose points of contact to intensify the involvement of the brand in people's lives 选择接触点，加强品牌在人们生活中的融入度


The best chance of being 360 Degree is when you have a very strong idea. If it's strong, it will start to happen naturally
“成为360度的最大机会是当你有一个很强的IDEA， 如果IDEA够强， 它会很自然成为360度。”

Shelly Lazarus

To Go Along With Our New Heads We Need 为了配合我们的新头脑，我们需要：
Stimuli to provoke new thinking 激发新思维的工具
New ways of working together that 新的协作方式
use the full resources of the Brand Team 运用品牌团队的所有资源
avoid wheel-spinning and duplication of effort 避免重复劳动
maximise our creativity 最大化我们的创造力

Biggest Recipe for Disaster 导致灾难的最大因素
Believing it is an end in itself
losing sight of the end result by getting obsessed with the process 丧失对结果的预见，沉迷在过程中间
thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题，填完一些表格即可让工作得以完成

Other Recipes for Disaster 其他导致灾难的因素
Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己个人作业要比品牌团队作业来得快
Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples' real lives 罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序
Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法

Differences Between Old Fashioned Integration and 360 Degree Brand Thinking 360度品牌思考与整合概念的差异性
Integration整合
Laundry list of opportunities all of which would be nice to do but don't necessarily solve the critical issue 罗列所有的机会点，有些可能还不错，但并不是解决关键问题所需要的
No strategic guiding principle 没有策略指导原则
Idea acts as superficial badging device IDEA仅作为表面的东西
360 Degree Brand Thinking
Solving the critical challenge of the brand 解决品牌面临的主要挑战
Operating within a strategic framework, with different roles to achieve the goal 在策略框架下运作，从不同角度达到目的
Driven by an idea, which it extends 以可延伸的IDEA为指导
We Assume That We Have Already Done Our Homework 我们假设我们已经做完我们该做的功课
Some agencies scorn research, marketing and homework. They skid around on the surface of irrelevant brilliance
At Ogilvy we ask you to do your homework and create brilliant campaigns

David Ogilvy
Sequence Of 360 Degree Brand Thinking 360度品牌思考的顺序
In 360 Degree thinking everything connects with everything else 在360度思考中，每件事情之间都有关联
There is a natural sequence for the team to move through 存在一个自然顺序
But we need to check back to insights from previous stages to provide stimulus and ensure that everything fits together and is consistent 但我们仍然需要不是回顾前阶段的洞察，以提供刺激材料和确保每件事配合得很好，确保他们的一致性。

The Elements 主要元素
What We Need
How We Get There 如何达到？

From Brand Scan to Challenge 从品牌扫描到挑战
Where the Brand's Problems Lie 品牌的问题在哪里？
Equities 资产
A 360 Degree brand is a composite of different, inter-related strengths or equities 一个360度的品牌是不同内在相关的优势和资产的组合
We use six equities to look at a brand in a comprehensive way 我们运用六个方面来观察一个品牌
We assess the strengths and weaknesses on each as a health check on the brand 就像品牌的健康检查，我们得到每个方面品牌的优势和弱点


A Composite of Six Interrelated Equities 6个方面资产的组合
The Brand Team Needs To Know
Product产品
How the product performance supports the brand 产品的表现如何支持品牌？
Image形象
Whether the brand's image is strong and engaging 是否品牌形象很强并且吸引消费者？
Customer消费者
How strong the brand's customer franchise is 品牌消费者的特权有多强？

The Brand Team Needs To Know
Channel销售渠道
How well the brand is leveraged in the trade environment 通路环境对品牌的影响如何？
Visual视觉
Whether the brand presents a clear, consistent and differentiating presence是否品牌具有清晰、持续和差异化视觉形象
Goodwill商誉
Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被“影响者”和社会团体所认可？
Recognise this Brand? 辨认这个品牌
What Are Its Equities? 什么是它的资产？
Health Check: Amex versus Diners in Hong Kong Amex 和Diners 品牌健康检查
Health Check: Amex versus HSBC Visa in Hong Kong Amex 和HSBC 品牌健康检查
Not Until We Have Assessed Where the Strengths and Weaknesses of the Brand Are on These Six Equities 只有当我们了解品牌在6个方面的强、弱
Can we start to determine what the brand could do to be stronger 我们才能决定做些什么可以让品牌变得更强大
And can we define the Challenge facing the brand 我们才能确定品牌面临的挑战
Equities 资产

Equities are not disguises for group companies or communication disciplines 资产不是一群公司或多种传播方法的伪装
However, different disciplines clearly have more impact on some equities than on others 然而，不同的方法在某些资产方面会比其他的方法更有影响力

What We Use to Help Discovery 我们运用什么来帮助发掘？
The background of our basic knowledge and homework about the brand 我们的基本知识背景和关于品牌的功课
A facilitated meeting of the Brand Team including MindShare 具有促进作用的品牌团队会议（包括传立）
Stimuli selected from a shuffle deck of questions across the equities to provoke thinking and focus discussion (it does not matter which equity we start the discussion with) 激发思考和讨论的“扑克牌”
And the Compass Dial as a visual prompt 视觉化工具“指南针”
Stimuli Questions in the Shuffle Deck: Product Equity “扑克牌”中的问题：产品层面
What makes this product superior to the competition? 这个产品优于竞争品牌的原因有哪些？
Does the product performance live up to expectations in all its aspects? 产品的表现符合在所有方面的期望？
Are there things about this product which, if better known, would enhance its appeal? 是否存在有关这个产品的某些事情，如果大家都知道，可以增加这个产品的吸引力？

Example: Jaguar Is a Quirky Brand 例子：Jaguar 是一个诡异的品牌
The engineers built back features into the product to reinforce this product equity
e.g. an instrument dial in a unusual place
Stimuli for Image Equity 形象层面
Are the values or attitudes this brand owns relevant to the market today? 品牌所拥有的态度和价值是否与今天的市场有关？
Does the brand lead or follow trends set in the market place? 品牌是否引领或追随在市场中的潮流？
Who feels closest to the brand - a discrete group, or a wide range of people? 哪些人与品牌最接近？部分人群还是广泛的人群？
To what extent is the brand presented in a distinctive manner compared to the competition? 与竞争品牌相比，品牌的风格独特到哪种程度？

Example: Ponds Skin Lightening in Japan
Weighed down with a 'grandmother's cold cream' reputation 重负“祖母的冷霜”的形象
Needed to skip a generation to rejuvenate image, and appeal directly to a new group of young women 需要跳过一代，让品牌形象得以重生。并且直接吸引新一代的年轻女性
Double White skin lightening cream made Pond's once again seem an innovator (after following the trends for a generation) 双重美白霜让Pond's又一次被看作创新者
Stimuli for Customer Equity 消费者层面
At what point in their lives, and for what reasons, do customers start and stop coming to the brand? 在生活中的哪些点？基于何种原因？消费者开始接触品牌或不再接触本品牌？
Is the brand popular amongst the people who should be its natural users? 在品牌的自然使用者中，本品牌是否被广为接受？
In looking for new customers, to what extent is the brand targeting its best volume opportunity? 在寻求新的消费者时，品牌目标达到它潜力的多少？
Who is more important to influence, the purchaser or user of this brand? 谁对品牌更有影响力？品牌使用者还是品牌的购买者？

In Most Countries Nestlé Enjoys Unique Customer Equity Advantages Linked to Its Product Portfolio
A range covering a wide set of needs across family lifestages, from mothers to be to senior adult nutrition涵盖大范围的家庭生活所需，从母亲到高级成人营养
Umbrella branding extending into many aspects of the customer 's life (unlike Unilever) 品牌扩展到消费者生活的很多方面
Therefore the ability to realise the value of the customer in portfolio and through time 有能力了解消费者的价值
Stimuli for Channel Equity 销售渠道方面
Does the existing mix of different channels work to the best advantage of the brand's sales and image? 现有的不同销售渠道的组合， 是否给品牌的销售和形象带来最大的好处
Are there new potential channels to explore? 是否有潜在的销售渠道可以发展？
Within the critical channels, is the brand effectively distributed and displayed? 在重要的销售渠道， 品牌是否被有效的铺货及展示？
Do sales force and channel activity work well together? 销售力量和渠道活动是否配合得很好？

Stimuli for Visual Equity 视觉方面
To what extent is the brand's look and feel aligned to the corporate vision & values which underpin the brand? 品牌的外观和感受与公司远景及价值观的紧密程度如何？
Is the relationship between corporate and product brands working optimally? 公司品牌与产品品牌之间融合得是否最好？
Looking at the product brand, how well articulated are colours, logos, symbols associated with the brand? 与品牌有关的色彩、logo、符号等是否阐述得够清楚？
Do all the visual aspects of the brand give a contemporary feel? Or a category - leading impression? 品牌所有的视觉方面是否有当今的感觉？或者是否觉得有一个品类领导者的感觉？

Stimuli for Goodwill Equity 商誉方面
Are there any social trends which are likely to increase or decrease demand for the brand in the future? 是否存在任何社会趋势，在将来会影响到对本品牌的需求增减？
Are there any external issues which affect this brand, either positively or negatively? Can any be created? 是否有外部观点会影响到本品牌？ （正面的或负面的观点）能否创造这样的观点？
Who in the world at large has a big influence on this brand or the decision-making of its consumers? 谁对这个品牌有最大的影响力？对消费者购买决定有影响力？

Xerox 施乐
30 minutes after a deranged employee had taken a gun to his collegues last year a company statement was on the Xerox web site

The Compass Dial 罗盘（指南针）
Is a visual prompt to help 360 Degree thinking 帮助360度思考的视觉刺激
Divided into six segments - each covering the elements associated with one of the six equities 分割为6个部分，每个部分涵盖该部分的主要元素
At the centre the elements are more strategic 中心部分是较战略性的
What is the brand's strategy towards current users versus non-users 与非品牌使用者相比，什么是品牌针对目前消费群的策略？



Using the Compass Dial 运用罗盘（指南针）
Use it as a checklist of the anatomy of a brand 作为解剖品牌的“checklist”
See how your brand stacks up against a competitor brand in each equity 在每一个方面，你的品牌与竞争品牌的比较如何？

Distilling the Discovery Discussion 将讨论进行过滤
Summarising a Brand Scan Discussion: Guinness Singapore 品牌扫描小结（健力士，新加坡）
How the Product's Performance Supports the Brand 产品的表现如何支持品牌
Product 产品
People measure Guinness against beer, therefore are unpleasantly surprised by its bitterness 人们以啤酒的标准来判断Guinness，发现它的味道太苦，不易接受


Whether the Brand's Image Is Strong and Engaging 在哪些方面品牌形象较强
Image 形象
Guinness is good for you persists and is seen as old-fashioned “Guinness is good for you ”有持续性，但被认为过时
Serious drink - needs to lighten up to invite younger drinkers into the brand 严肃饮品---需要让年轻消费群进入本品牌


How Strong the Brand’s Customer Franchise Is
Customer
People come late to the brand an old man's drink 人们接触品牌较晚，是一个老年男性的品牌
Young tend to dip in and out of brand 年轻人如蜻蜓点水般尝试一下
How Well the Brand Is Leveraged in the Trade Environment
Channel 销售渠道
Focuses on extremes (hawker centres & Western-style pubs), leaving middle ground Chinese night spots under-leveraged 集中在终端
Younger drinkers surprised if Guinness is not available - but forgive outlet & switch brands 没有“Guinness”年轻人会很惊讶，但会原谅通路而转换品牌

Whether the Brand Presents a Clear Consistent and Differentiating Presence
Visual 视觉
Blackness is visibly different, striking and signifies masculinity 黑色是视觉差异， 意味着男性
In-bar signage is dusty 酒吧内的象征是灰尘

Whether the Brand Is Endorsed by Influencers and the Communities in Which It Lives
Goodwill 商誉
Campaign approach irreverent, but doesn't do much for the community at large 广告方式有点叛逆、不尊重的感觉，但并没有太过分
But awareness of Irish pubs introduces an 'authentic' feel which appeals to the young 爱尔兰酒吧带来可信的感觉，并且吸引年轻人


Challenge 挑战
A Challenge Is Not An Objective 挑战不是目标
Is not a marketing objective 不是市场目标
Increase share by 10% 提升10%的市场份额
It is not a communication objective 也不是传播目标
Raise brand awareness from 45% to 70% 将品牌知名度从45%提升至70%
A Challenge helps us redefine the way people experience the brand 挑战帮助我们重新定义人们接触品牌的方式

….in order to do this (objective)为了做到这样（目标）
….we have to do that (Challenge)我们必须那样做（挑战）
Amex Blue Singapore
Objective... in order to
目标…为了
Launch an Amex credit card into an already saturated market during a depression 在经济消沉的时期，在一个信用卡成熟市场上市一个“Amex”信用卡
Challenge…we have to do to
挑战…我们必须做的
Redefine the status of status symbols in a recession-hit world 重新定义在经济不景气打击下的社会中，代表社会地位的代表符号
A Mild Indonesia
Objective ... in order to 目标…为了
Revive the brand's image as daring and different 让品牌恢复到大胆、差异化的品牌形象
Challenge …we have to挑战…我们必须
Keep one step ahead of an enthusiastic but critical reformasi-minded consumer 比“热情”更进一步，但重要的是重塑消费者的头脑
Ponds Pore Strip Philippines
Objective ... in order to 目标…为了
Launch a breakthrough product and establish it quickly 上市切入市场的产品，并且快速建立起来
Challenge …we have to挑战…我们必须
Direct and control trial (amongst the notoriously fickle 13-19 year olds) to prevent misuse (which will make the product ineffective) 指导并控制尝试，以避免滥用产品
Kotex White Korea
Objective ... in order to 目标…挑战
Replace Whisper as the brand of choice for teens and young women 在青少年和年轻妇女中， 成为替代“护舒宝”的选择品牌
Challenge …we have to挑战…我们必须
Find the benefit behind the generic benefits of absorbency and leakage protection 在一般的吸收力和侧漏保护等利益点背后，寻找消费者利益点
Left Bank Café Taiwan
Objective ... in order to 目标…为了
Create a new ready to drink coffee brand (targeted at young women) to sell at a huge price premium in convenience stores 创造一个新的易饮咖啡品牌，在便利商店可以以较高的价格销售
Challenge …we have to挑战…我们必须
Make the experience of the brand as sophisticated and artistic in real life as in the dreams of its customers在真实生活中，将品牌的经验变得更具现实性和艺术性，就象消费者的梦想一样。
Milo Thailand
Objective ... in order to 目标…为了
Become the #1 Tonic drink by becoming more relevant to the lives of Thai Kids, particularly in rural areas 通过更接近泰国儿童、特别是农村地区的儿童的生活，让Milo成为第一品牌
Challenge …we have to挑战…我们必须
Make Thai kids feel that Milo can help them fulfil their sporting dreams 让泰国儿童感受到， Milo 可以帮助他们满足体育的梦想
Summary
Objective 目标
In order to do this 为了做到这样
Challenge 挑战
We have to do that 我们必须那样做
The Challenge helps us refine the way people experience the brand 挑战帮助我们重新定义人们经历品牌的方式
Difference in the Way We Work 工作方法的差异性
Thinking alone in
a silo
Reading research reports at our desks
在井中思考
在自己桌上
阅读调研报告
Team Exercise 1 分组练习
Pick the brand assigned to your group 根据指定的品牌
Review what you already know about it 重温你们所知道的关于品牌的所有一切
Conduct a Brand Scan on it, using as stimuli 运用工具做“品牌扫描”
provocative questions selected from the shuffle card deck “扑克牌”中的问题
the Compass Dial - working from the inside out 指南针---从那到外作业
Define the key Challenge facing the brand 定义品牌面临的挑战
Report back in one and a half hours time 一个半小时后回来报告



Conclusion 结论
What We Have Done 我们学习了什么？
How We Got There 如何得到？
Sequence 顺序
Why We Have Done It 为什么我们这样做？
Created great ideas that move our brands ahead at each point of contact between the brand and its customers 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IDEA
Selected the richest points of customer involvement on which to focus our efforts 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
Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系
Increased Client value in terms of market share, profit and share price 提升客户的价值，通过市场份额、利润和股价
Added future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值
Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报
To Be Successful at 360 Degree Branding You Have to Be Clear About 要成功运用360度品牌思考，我么必须清楚
Think 360 Degree from the beginning 从一开始就从360度角度思考问题
360 Degree thinking is not linear 360度思考不是线性的
focus on output not process重点在产出，而不是过程
don't think about it as filling out a form or slavishly following a process不要看作填表或跟随流程
Think in the round - every thing connects with everything else 每件事情之间都有联系
The final communications programme may not necessarily use all the disciplines available - only those that are appropriate最终传播活动可能不会用到所有的方法，会选择哪些最合适的方法
Biggest Recipe for Disaster 导致灾难的最大因素
Believing it is an end in itself
losing sight of the end result by getting obsessed with the process 失去对结果的预见，沉迷在过程中
thinking that the job can be done if we just answer a set of questions and complete a set of forms 认为仅仅回答一系列问题，填完一些列表格，工作就可以完成

Other Recipes for Disaster 其他导致灾难的因素
Feeling that it is quicker if we do it by ourselves without involving the Brand Team 认为自己进行比整个团队作业更快
Generating lists of everything that could be done without prioritising those elements that will work together to get the brand more involved in peoples' real lives 罗列每件事情，不从品牌融入消费者生活的角度来考虑优先顺序
Seeing 360 Degree as cross-selling or just carving up a budget 将360度看作跨领域销售或仅仅作为瓜分预算的方法
Was It Worth it? 它值得吗？ Is there a 360 Degree Plus?
Is there interplay between the elements? 在主要元素健是否有相互影响？
Are we intensifying the idea? IDEA有增强吗？
Is it practical and affordable? 它实际吗？负担得起吗？
Will it build the brand? 它是否会建立品牌？
Putting It All Together 将所有的东西放在一起
Draw a map to show how everything fits together 画个图看一下，每件事如何相互配合
Think how you can communicate to your client in a compelling way 想一下， 如何与你的客户沟通
Current Retrospective Cases 案例回顾
Amex Blue in Singapore
A Mild in Indonesia
IBM e business in China
Left Bank Café in Taiwan
Mild Seven In China
Milo in Thailand
Pond’s Pore Strip in the Philippines
Sanyuan Milk in China
SpeedPost in Hong Kong
Kotex White in Korea

Closing结束语
360 Degree Branding is more complicated but not that complicated 360度有点复杂，但并不是很复杂
The basis is two group meetings - front and back 基础是两次团队的会议（前期和后期）
It doesn't happen naturally 它不会自然的发生
The big enemy is integration 最大的敌人是整合
Red Fire is the passion that drives us 红色火焰是驱动我们的热情
Pre-eminent creative force 卓越的创意力量
Best people最好的人员
Most valued by those who most value brands被珍惜品牌的人所赏识
360 Degree without Red Fire reverts back to integration 没有红色火焰的360度将会回到整合的阶段

360度全方位品牌(ppt)