630度品牌管理方案分析(ppt 255頁)

630度品牌管理方案分析目錄：
一、為什麼產生360度品牌管理？
二、360度可以為我們做什麼？
三、從品牌掃描到挑戰
四、360度世界中的IDEA
五、什麼是IDEA？

630度品牌管理方案分析內容提要：
Individual Pre-session Exercise:Framing the Agenda個人練習：
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 基於你對360度品牌管理的了解，在卡片上寫下你認為帶來成功的三個主要觀點
An issue is something we have to do something about 觀點是一些我們必須要做的事情, 它包含
An opportunity 機會
A problem 問題
A balance we need to make between two or more things在幾件事情之間我們需要做的平衡
……

Worldwide Task Force Report: Two Years Ago
We operate in silos 我們在井中作業
Our business is being pushed downstream 我們的事業正走向下遊
Management consultancy threat with CEO level contacts 管理顧問公司威脅到CEO層麵的接觸
Recommendation 建議
Focus the agency on 360 Degree Branding as a way of adding value and getting back upstream
將公司集中到360度品牌思考, 以增加我們的價值, 讓事業重新走向上遊
……

In 360 Degree在360度過程中：
You have to anticipate every encounter a customer is going to have with your brand 你必須預見消費者與品牌的每一次接觸機會
You must customize the message for each encounter 針對每一次機會，設計需要傳達的信息
You are arranging the encounters to make sure they enrich the customer‘s overall experience with a brand 設計安排這樣的機會，以保證可以增加消費者與品牌的經驗。

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