O&M策略思考白皮书.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,奥美策略思考白皮书,Ogilvy,&,mather,in china,Confidential,This is a copy for lion68,Shanghai,Ogilvy,&,Mather,奥美的策略思考白皮书,品牌检验,/品牌远景摘要,Brand Audit,/brand Vision summary,整体品牌摘要,Overall brand summary,品牌策略摘要,Brand Strategy Summary,目标消费者摘要,Target Consumer Summary,媒介简报摘要,Media Brief summary,广告简报摘要,Advertising Brief summary,由品牌检验（旧品牌）及品牌远景（新品牌）写出该品牌的品牌写真,产品的基本叙述,品牌定位,品牌写真（,Brand Print）,品牌个性,我们现在何处,将往何处,传播写真,不同传播技能的任务,未来可能的目标消费者,整合传播,对目标消费群的真切详细的描述,媒介目标对象,媒介策略要素,九阴真经,品牌检验,the brand audit,品牌检验是一种芸集有形与无形资讯的方式，以便在产品及其与消费者之间的关系上，引发出洞察力、直觉、与了解而品牌既是经由这样的关系所架构出来的,请从品牌使用者的角度，运用所有你的品牌知识回答这些问题,品牌：,1、想一想在你脑海中勾起品牌识别的特定事物,A、,当你听到品牌名，立即想到什么？,B、,还有呢？,视觉或影像？,包装或产品元素？,广告片段？,标志或符号？,其他品牌事迹,C、,这些刺激对品牌有何暗示或代表什么？,2、想一想品牌所勾起你的感受与情感,A、,在使用本品牌时，你所经验的特定感受与情感,B、,这个品牌让你觉得自己如何？,C、,当你看到别人用这个品牌时，你觉得如何？,D、,这个品牌的情绪如何？,E、,本品牌所引发你的感受与情感和主要竞争者所引发的有何不同？,品牌检验,the brand audit,3、因为使用一个品牌也构成生活中的一部分，品牌附有个人的记忆或联想,A、,这品牌带来何种个人的记忆或联想？,B、,请描述你生活中或你亲近的某个人生活中的一段插曲，以利说明,4、不只是实际的特定功用，品牌在我们生活中发挥更多的效果,A、,除了实际功效，这个品牌为你还作了什么别的品牌所无法达成的事？,它有何独特的贡献,对使用本产品类别，它带给你何种特殊的眼界与看法？,B、,你自己行为的哪一层面或思考事情的方法，强化了这个品牌为你所作的一切？,5、现在暂且抛开使用者的角度,刚才你对这个品牌的描述，是不是理想的状况？,我们可以怎么做？如果对品牌的描述是模糊的或不存在，,我们希望它变成什么样子？,品牌远景摘要,brand vision summary,主要的品牌引爆点,Key brand triggers,想想看，你会期望本品牌在消费者心里浮现什么？,Think about how you would want the brand to spring to mind,A、,别人听见这个品牌名时，会有什么感觉？,When the brand is heard,what world we have dart through people”s minds?,B、,还有呢？,What else?,视觉？印象？,Visuals or images?,包装或产品元素？,Packaging or product elements,广告片段?,Bits of advertising?,标示或记号？,Signs or symbols,其他的期望?,Othe,brand wishers?,C、,上述的刺激，对本品牌有什么隐含的意义或启示？,What,coule,these stimuli suggest or signal about the brand?,品牌远景摘要,brand vision summary,主要的情感及感觉,Key feelings and emotions,许愿池,Wish list,Stepping out of the role of the brand”s user,描绘出你心目中理想的品牌图象,Paint the ideal picture you would like the brand to hold,在完美的状况下，你会期望人们怎么描述这个品牌？,In a perfect world how would you people speak of the brand?What phrases would they use?,品牌写真,The brand print,根据前面的综述，请发展一段兼具洞察力与想象力的词语,来描述未来消费者与本品牌间独特的关系,Reflecting upon what you”,ve,written,develop an,insighful,and imaginative articulation of the,unipue,relationship which users one day will have with this brand.,你的文字需反映对此关系最基本重要的部分,You statement should,reflcet,only what is essential to the relationship,不只是描述，应能生动的激发情感,It should be written in a way that does not simply describe,but vividly evokes the feeling of this relationship,整体品牌摘要,overall brand summary,本产品/服务的基本描述,Basic description of,prdduct,or service,他是什么？能做什么？如何发挥功能？为什么？,写下完整的事实叙述，从消费者的观点来思考,What is it?what dose it do?what is it used for?how does it work?Why does it work?give as full a,desvription,of the essential details of the product or service as possible.,Think it,thrrough,from the consumer”,spoint,of view.,品牌定位,Brand positioning,就像本品牌的职务描述一样定义这个品牌角色，对哪一群消费者而言，它可满足哪一种需求？还有哪些替代品可满足同一需求,The definition of a brand”s role;specifically,which needs,among,which consumers,versus,which alternatives,does it aim,to satisfy?,品牌写真,Brand print,品牌与消费者间的独特关系,The insightful and imaginative articulation of the unique relationship which users have with this brand,整体品牌摘要,overall brand summary,品牌个性,Brand personality based on research?Or best guess?Please tick,如果是活生生的人，它是什么样子？,品牌个性的哪些部分可有助于了解消费者与我们之间的关系？,Who would this brand be if it came to life?what personality characteristics are helpful in understanding the consumer”s relationship with the brand,广告资产,What is the core idea behind the current advertising?are there any advertising properties?what are hey?,品牌策略摘要,brand strategy summary,影响“我们现在何处”最重要的议题是什么？,Most critical issue affecting“where we are”in the marketplace?,哪一个因素对本品牌目前的状况要负最大责任？,(,what is the single most important factor,for the current status of the brand in the marketplace),为什么我们的现状是如此？,Why are we there?,What combination of factors contribute to the brand“s current status?social,economic and technological factors?Market factors?consumer factors?Competitive activity?Company factors?,我们应往何处？,Where should we be?,时间表和目标，不只是“我们期望如何”，换有“实际上能抵达何处”及“时间表”,Where could our brand be in relation to the market.consumer and competitors within the period for which we are planning?not only where would it be desirable to be?but“where is it realistic to be?”and“when”,品牌策略摘要,brand strategy summary,全传播目的,Overall communication objective,在计划的时间内，传播的主要火力应集中与何处？,What should be central focus of all communications for the brand for the period for which we are planning?how does this relate to most critical issue affecting where we are in,the marketplace,不同的传播技能扮演什么角色？,What role will each discipline play in achieving this objective?,广告?,advertising?,直效,Direct relations?,公关,Public relations?,促销,Sales promotion,其他（如包装）,Other?(for examplepackaging),谁与本品牌未来息息相关？,Who are the key target groups for the brand”s future,在计划的时间表内，与本品牌相关的所有目标消费者直接与非直接,Who are all the target audiences relevant to the fortunes of the brand during the period we are planning?,They may be directly or indirectly relevant_for example,as buyers,as buyers,users or influencers.,(for each target a detailed target consumer,desciption,must be completed.),品牌策略摘要,brand strategy summary,主要传播任务,Key communications tasks,East all the agreed communications tasks for the period for which we are planning.this may be different tasks for the same target audience,or tasks for different target audiences.,按照优先顺序，列出针对不同目标消费群的任务,List them by order of importance(as per results of impact matrix analysis).and clearly indicate the communication discipline(s)involved and the share of total budget),目标对象、任务、何种技能可达此目的 预算的分配,Target audience task discipline share of budget,目标消费者摘要,target consumer summary,可以散文方式书写，但必须包含所有的下列元素,This may be written prose style,but should address all the elements below,基于市调 或推测 请打勾,Is this based on,reserch,?Or best guess please tick,基本描述,Basic description,简要的推述人口统计资料、价值观、态度和生活型态,Shorthand description of target group.demographics.values,attitudes and lifestyles.,消费者与本品类的关系态度，使用模式及动机,Cosumer,”s relationship with the category,(attitudes and usage patterns&motivations),类别风险,Category risks,这群消费者在选择此类品牌时风险认知如何？,What are the risks this target group sees in choosing a brand in this category?,功能性风险（它会不会期望中一样好用？）,Performance risks(will it perform up to expectations?),目标消费者摘要,target consumer summary,社会性风险（若我选了这个品牌，别人会怎么想我？）,Social risks(what will others think about my choice of this brand),自我形象风险（选了这个牌子，我自己的感觉是什么？）,Self-image risks(how will I feel about my choice of this brand?),目标消费者要解决的问题,“,problem“target consumer seeks to solve,我们可满足的主要欲求,(,key need or want which our brand could satisfy),竞争范畴,Competitive framework,从消费者观点，可满足同样需求的品牌有如些？,Principal brands which,form this target group”s perspective,could solve the same,problem and be in the target group”s considered set of brands,消费者现在与品牌的关系,Consumer”s relationship with the advertising,消费者与广告的关系,Consumer”s relationship whit advertising,如何和这群消费者沟通？他们如何看广告？,What do we know about how to talk to this target group,消费者与不同传播管道之间的关系,Consumer”s relationship with the channels of communication,目标消费者摘要,target consumer summary,如何才能有效的将讯息送到这群人眼前,What do we know about how to most effectively reach this target group?,Implications for choice of channel of communication,(for,examle,:media choice),Implications for use of channel of communication,(for example time slots.,programme,selection),Creative implications of choice of channel of communication,(for example:editorial,contexf,.role of media chosen in target”s life,),媒介简报,media brief summary,媒介目标对象,Target audience,Refer to the target consumer description for a complete statement of the consumer.what do we know about the consumer”s media,comsumption,patterns that should influence,meadia,selection and how to use that,meadia,地理性考量,Geographic spending,Guidelines for geographic allocation of weight or spending,季节与时程,Seasonality,scheduling,Seasonal considerations,factors affecting duration or pattern of,flighting,媒介比重,Media weight,delivery,The basis on which targets will be established.what qualitative,onsiderations,need to be,bulit,in to allow for what we know about the consumer”s,meadia consumpition,patterns.And which,eatablished,ratings or readership,cannat,measure？,媒介简报,media brief summary,创意考量,Creative considerations,(opportunities.needs or limitations affecting,selectiong,or use of,meadia,),竞争考量,Competitive considerations,(what actions if any,need to be taken in recognition of competitive activity?),限制,Constraints,(,are there any legal constraints.or client mandates which would affect media planning?),媒介策略的议题与启示,Issues and implications of strategy,As they relate to the selection or deployment of media,媒介选择,Media selection,(in general terms.Which media would probably be selected based on this strategy,and the importance of each N.B.this is not a formal plan),广告创意简报,advertising summary,品牌定义,Brand,defintion,如果本品牌已存在，应有一个个性，是否有具像化的方式可以描绘它？如果是个复杂的品牌其个性的哪一部分应被表达？也可以是你的品牌写真？总之，这一段的作用是在为创意人员定义品牌究竟是什么？,If the brand exists,what is its personality?Is there a picturesque way of defining it?If not admit the fact.for brands with complex personalities,what aspect of the brand”s personality should the advertising express?refer to overall brand summary for a full brand personality description,广告扮演的角色,The role of advertising?,广告想达成什么目的？广告应考虑反映哪个机会和问题？实际而言，广告能如何促成本品牌及消费者之间的关系？,What are we trying to achieve?what is the key,opportuity,or problem which the advertising must address?what are we realistically wanting the advertising to do to the relationship between the brand and its consumer?Be realistic here.do not over-promise.,donot,expect advertising,alone,to,creat,sales.advertising is but one part of the marketing-mix.,广告创意简报,advertising summary,竞争范畴,Competition,还有谁对消费者的荷包虎视眈眈？小心潜伏的竞争者从消费者的角度来检视,别忘了分析,竞争者的广告片对我们有什么影响和启示,who is competing with our brand for the end-consumer”s dollar?think carefully about this.there may be implications of the competition”s advertising for this brief?,目标对象,Target audience,简要的写下我们究竟要销售给谁？创意人员需要知道的哪些细节，才能对这群人发出有效的沟通讯息？把他/她写成真真实实、活生生有血有肉的人，他的喜好、态度、憎恶。,In summary.who are we selling to?What are the key points the creative team should know in order to communicate effectively with them?The essential point here is to paint a word picture of the person we”re talking to.Make him or her real.refer to the target consumer description for a full description for a full description of our consumer,广告创意简报,advertising summary,我们现在何处,Where are we?,消费者此刻如何看待本品牌？用第一人称的日常语文写下来,消费者如何看我们的竞争/他们的广告是否有效？不要避开坏消息,What does our consumer think about our brand at the moment?put this in real.everyday,language,and just as importantly.what are his opinions about our competitor”s brands.what about their advertising?Does it grab him?if so why not?Note:this is where the bad news,comse,out.we must not side-step the truth at this stage.if we do,we”,ll,be doing,ourselces,and,clints,a terrible,desservice,.,我们将往何处去,Where are we going,看完广告后，我们期望消费者有何感受？实际些，几则广告改变某人的一生，不要放进些不可能的热情在你的文字里,Now that we know him so well.How do we want this,consummer,to feel after he”s seen our ads?be reasonable!don”t claim that a few ads can change,somcine,”s life.Don”t try and put words of unalloyed joy and enthusiasm into their mouth.life is not like that.,广告创意简报,advertising summary,按钮,Button,支持点,Royalist,调性与个性,Tone and,marme,必须点,necessarily,