Siegel+Gale at CEA: Creating Strong Brands Through Stories and Experiences
•
0 recomendaciones•1,839 vistas
Creating Strong Brands Through Stories and Experiences 通过故事和体验来创造有感染力的品牌
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (15)
Similar a Siegel+Gale at CEA: Creating Strong Brands Through Stories and Experiences
Similar a Siegel+Gale at CEA: Creating Strong Brands Through Stories and Experiences (20)
Más de Siegel+Gale
Más de Siegel+Gale (20)
Último
Último (20)
Siegel+Gale at CEA: Creating Strong Brands Through Stories and Experiences
- 1. 通过故事和体验来创 造有感染力的品 Creating Strong Brands Through Stories and Experiences Presented by David Srere July 2013
- 2. 2 始讲吧 思睿高的简介 品 趋势 3个基本因素 问答环节 Let’s Talk About S+G Emerging Trends 3 Essential Principles Q&A
- 3. 3 思睿高拥有44年的 历史，也是宏盟集 团旗下公司 S+G is 44 years old and part of Omnicom
- 4. 4 9 个办公室! 4 纽约 洛杉矶 旧金山 伦敦 汉堡 迪拜 北京 上海 9 global offices New York Los Angeles San Francisco Dubai London Hamburg Riyadh Beijing Shanghai
- 6. 6 Research Brand strategy Brand architecture Customer journeys Innovation Simplification Content strategy Storytelling Naming Visual identity Environments Interactive Guidelines Training Activation 6 品牌调研 品牌策略 品牌架构 命名 品牌声音 视觉标识 包装设计 创新战略 环境设计 数字互动 简化 品牌发布 我们的服务
- 8. 8 始讲吧 思睿高的简介 品 趋势 3个基本因素 问答环节 Let’s Talk About S+G Emerging Trends 3 Essential Principles Q&A
- 9. 9 + New markets + New competition + New channels + New regulations + New technologies + New startups 经历不断变化的世界 An increasingly complex world
- 10. 10 存在简约的需求 A global call for simplicity 60% 的消费者愿意为创造简 约体验的品 支付更多费用 60% of people said they’re willing to pay more for simplified experiences
- 11. Confidential and proprietary 走向品 体验的趋势 A shift to brand experiences
- 12. 12 始讲吧 思睿高的简介 品 趋势 3个基本因素 问答环节 Let’s Talk About S+G Emerging Trends 3 Essential Principles Q&A
- 13. Three Essential Principles 品牌三准则 1. Unite the company around a clear sense of purpose 以一个清晰的理念激励企业 2. Define a clear, credible and compelling brand promise 确定一个清晰、可信同时引人入胜的品牌承诺 3. Bring the story to life consistently across every touch point in the brand experience! 将品牌故事带入生活，并在品牌历程的每一个接触点 保持一致
- 14. 1 Unite the company around ! a clear sense of purpose 以一个清晰的理念激励企业
- 15. Purpose: + The essential reason for which an organization exists + An internal rallying cry that inspires, unites and guides the organization 理念： + 一个组织之所以能够存在的最根本的原因 + 一个激励和团结整个组织的内在精神
- 16. Help people be their best in the moments that matter. 摩托罗拉解决方案帮助人们 在关键时刻做到最好 Create innovative solutions to the world’s challenges 为世界面临的挑战提供创新的 解决方法 Help the world work better through forward thinking 用前瞻性的思维，帮助世界 更好的运转 Enhance people’s lives with intuitive, simple, elegant design 用直观，简洁和优雅的设计 提升人们的生活 Improve the lives of the world’s consumers, now and for generations to come 改善全世界消费者的生活，不仅 是现在，还有他们的子孙后代 Help the world run better in order to create enduring prosperity for people everywhere 为了世界各地的人们，帮助世界! 更好的运转以创造持久的繁荣 Great Brands are Driven by a Purpose 成功的品牌都由一个理念驱动
- 17. 17 Benefits of a Strong Purpose 一个清晰的品牌理念所帶來的正面影响 Motivates and ! Inspires Employees 激励和鼓舞员工 Gives Leaders a ! Personal Platform 给领导者一个展现自我的 平台 Creates Sustainable Advantage 建立持续的增长 “I’m part of something that really matters.” “我是至关重要的事中的一部 分” “I understand and believe in what my company is trying to achieve.” “我了解并认同公司所希望实 现的目标” “I know where I want to take my company.” “我知道我将把我的公司引向 何方” “I want us to accomplish something significant that endures beyond us.” “我希望我们能够取得超出我 们想象范围的成就” Organizations driven by purpose and values: + Outperformed the general market 15:1 + Outperformed comparison companies 6:1 由理念和价值驱动的组织： + 优于整体市场15:1 + 优于对比公司6:1
- 20. 20 摩托罗拉解决方案帮助人 们在关键时刻做到最好 A New Purpose is Driving Motorola Forward 全新的品牌理念驱动摩托罗拉不断前进
- 23. 2 Define a clear, credible and compelling brand promise 确定一个清晰、可信同时 引人入胜的品牌承诺
- 24. + What do I stand for? 我信守什么? + How am I different? 我如何与众不同? + Why should anyone care? 为什么别人要在意我? A Great Brand Promise Answers Three Questions! 好的品牌理念回答了以下三个问题
- 25. It’s based on truth It’s based on truth 它应该基于事实
- 26. It’s not just about what your organization does—it’s about what your organization does for others 不是你的企业能做什么——而是你的企业能为别人 做什么
- 27. So what?What? Moving from the “What” to the “So What?” 从“是什么”到“意味着什么”? 是什么 意味着什么
- 28. From A company that manufactures computer chips 一个製造晶片的生产公司 To The company that defines the future through technology 一个以科技引领未来的企业 28 Moving from the “What” to the “So What?” 从做什么到为何而做? 由 到
- 29. 3 Bring the Story to Life Across ! the Entire Brand Experience 将品牌故事带入生活，并在品牌历 程的每一个接触点保持一致
- 30. Today, the world’s finest brands are no longer defined by the eloquence of their strategy or the beauty and consistency of their identity. They are defined by the brand experience their employees, partners and customers have, and create, together with them. 今天，世界上最出色的品 已经不是 因为战略多富有文采或是视觉识 多 么美观或一致而定义的。 它们是通过组织的员工，合 人，消 费者感受和创造的品 体验而定义。
- 31. Brands were once defined solely by products 曾几何时，品牌仅由产品定义 PRODUCT 产品 Early Days 早期 + Availability = differentiation 可用性=差异性 + Focused on functional utility 专注功能应用 + Logos 注重标识设计
- 32. Later, communications shaped how we viewed brands 后来，传播开始影响我们对品牌的看法 Recent Years 近些年 + Image = differentiation 形象=差异性 + Focused on emotional utility 专注情感应用 + Mass communications 大众传播 Early Days 早期 + Availability = differentiation 可用性=差异性 + Focused on functional utility 专注功能应用 + Logos 注重标识设计 PRODUCT 产品 UNINFORMED ! CONSUMER 一无所知的消费者 COMMUNICATIONS 传播 PRODUCT 产品
- 33. Recent Years 近些年 + Image = differentiation 形象=差异性 + Focused on emotional utility 专注情感应用 + Mass communications 大众传播 Early Days 早期 + Availability = differentiation 可用性=差异性 + Focused on functional utility 专注功能应用 + Logos 注重标识设计 PRODUCT 产品 EXPERIENCE 体验 COMMUNICATIONS 传播 PRODUCT 产品 The Next Era 新纪元 + Total experience = differentiation 全部体验=差异性 + Focused on experiential utility 专注体验应用 + Multi-way channels 多种渠道 UNINFORMED ! CONSUMER 一无所知的消费者 INFORMED ! CONSUMER 知悉详情的消费者 We’re entering a new era of brand-building 我们进入了品牌建设的新纪元 COMMUNICATIONS 传播 PRODUCT 产品
- 34. + Creates differentiation in the marketplace 在市场中独树一帜 + Increases customer engagement, satisfaction and loyalty 提高消费者的参与度、满意度和 忠诚度 + Drives purchasing decisions 影响购买决策 + Commands a premium 掌握溢价 The benefits of a great brand experience 优秀的品牌体验将带来诸多益处 60% of surveyed consumers the overall brand experience is the single biggest factor in deciding to purchase a product or service 60%参与调查的消费者表示， 在决定是否购买一个商品或服 务时，整体的品牌体验是他们 考虑的最重要的因素 58%of Asian consumers are willing to pay a premium price for a product or service delivered through a unique experience 58%的亚洲消费者表示，会为 那些拥有独特体验的商品或服 务支付额外的费用
- 38. 38
- 39. È Create a simpler, more compelling way to talk about SAP 用一种更精简、更动人的方式诉说SAP品牌 È Connect on a human level to make SAP more accessible 打造更人性的SAP，使它更为人所近 È Pursue radical simplicity across all touchpoints 追求以最精简的方式呈现于所有品牌接触点上 È Don’t just tell people; build experiences that inform, empower, and inspire them 不要只是告诉人们。而是建立一个能告知、并使他们能够融入、并获得 启发的体验 Strategies to Transform the SAP Brand Experience 策略性地将SAP品牌转换成一种体验
- 40. SAP helps our world run better in order to create enduring prosperity ! for people everywhere. An uplifting new story 令人振奋的新目标 SAP帮助我们的世界变得更美好，为在 各地的人们创建一个历久不衰的成功
- 41. The brand experience is born from the way you look… 品牌体验是由你的外观开始…
- 42. 42 …the way you speak... …你如何表述…
- 46. 46 …and everywhere you have the ability to tell your distinctive story! …以及每一个你有能力诉说你独特故事的地方
- 47. Three Essential Principles 品牌三准则 1. Unite the company around a clear sense of purpose 以一个清晰的理念激励企业 2. Define a clear, credible and compelling brand promise 确定一个清晰、可信同时引人入胜的品牌承诺 3. Bring the story to life consistently across every touch point in the brand experience! 将品牌故事带入生活，并在品牌历程的每一个接触点 保持一致
- 48. 48 始讲吧 思睿高的简介 品 趋势 3个基本因素 问答环节 Let’s Talk About S+G Emerging Trends 3 Essential Principles Q&A