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Victoria’s Secret: Objective
Get men to buy women’s underwear..
让男人去买女人的内衣.


Intensification 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

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
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
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
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
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

365度品牌