The Planning Cycle 企划循环，如何让品牌永远延续下去

The Planning Cycle
企划循环
A Continuous Process
一个持续不断的过程
Planning does not start when the agency is briefed… or when the creative team stroll in to work
企划不是当代理商接到简报才开始的，也不是当创意人员进入工作才开始的。
Nor does it end when the advertisement
    appears in the media
企划也不会在广告刊播于媒体之后就结束。
The Cycle
循环
Recognizes the process is continuous
      认知到这个过程是持续不断的
Prsmpts a re-examination of the questionbefore as you answer each question
      鼓励在回答每一个问题之前重新检视问题
Draws attention to sequence and nature of decisions that have to be made
      将注意力集中到必须决定的前因、后果以及本质
Indicates role and focus of research at each stage
     在每一阶段指出调研的角色和重点
Suggests how research can contrbute effectively to decision making
     建议调研如何有效的对决策做出贡献
Keeps the brand centre stage,as hero   品牌是舞台的核心和英雄
A Brand Has Many Components
一个品牌有许多组成要素
What Do We Do During The Cycle
在循环里我们作些什么？

Context
来龙去脉

What is the state of the matket?
市场状况为何？
What is the state of our brand vs,the market in inds&behavior of comsumers?
在消费者的心智与行为上，我们的品牌相较于市场是何状况？
What is the status of each competitive brand?
每一竞争品牌的现状为何？
Brand Considerations
品牌考量
Competitive line-up  竞争者排序
Market position         市场定位
Sales pattern              销售量模式
Distribution patterns  铺货模式
Brand salience            品牌特色
How the brand appeals 品牌如何吸引人
Marketing & advertising activity 行销及广告活动
Where Could We Be?
我们可以到达何处？
Market position:what share?Different sector
市场定位：什么样的占有率？不同的战场
Buyers/users:get current users to use more?
购买者/使用者：让现在的使用者用更多？
Attract new users?regain former users?
吸引新的消费者？找回以前的使用者？
Responses:could the brand be repositioned?
回应：本品牌可以重新定位吗？
What differences in responses could we get?
我们可以得到哪些不同的回应？
What if we re-examine the source of business or target audience?
如果我们重新检视生意的来源或是目标对象会有什么样的结果？
What if we narrow the comprtitive frame? Or broaden it?
     如果我们窄化或放宽竞争范畴，会有什么结果？
What if we focus in early adopters within existing users?
    如果我们将聚焦集中在现有使用者里的先驱者，会有什么样的结果？
What if we focus on the purchaser not the user(or vice versa)?
    如果我们将聚焦集中在购买者而不是使用者，会有什么样的结果？（反之亦然）
What if we re-examine the source of business or target audience?(cont”t)
如果我们重新检视生意的来源或是目标对象会有什么样的结果？
What if we focus on former users?
    如果我们把焦点集中在以前的使用者会有什么样的结果？
What if disassociate ourselves from our current users?
   如果我们不把自己和现有使用者联想在一起会有什么样的结果？
What if we re-examine the way in which we treat our proposition?
如果重新检视看待我们主张的方式结果会怎样呢？
Really exaggerate the benefit or attitude?
真正的夸大利益或态度？
Flatter our comsumers?
献媚我们的消费者？
Imagine life without the brand?
想象没有本品牌的生活？
What if we re-examine the way in which we treat our proposition?
如果重新检视看待我们主张的方式结果会怎样呢？
Create a radically different kind of product demonstration?
创造一种彻底不同的产品示范？
Change the tone of voice ?  改变说话的语调？
Focus on the solution not the problem?
将焦点集中在解决方式而非问题？
Focus on a product demonstration in a category where one has nat been used before
将焦点集中在以前从未被用过的产品示范？
Sources of brand growth
品牌成长来源
An example
举例
Four stages of advertising development
广告发展的四个阶段
Is the intended message executed clearly?
想说的讯息说清楚了没有？
Is the core advertising idea strong?
核心的创意点子够强了吗？
What adjustments to the creative execution are needed?
创意执行有否需要调整之处？
Four stages of advertising development
广告发展的四个阶段
How impactful is the advertising likely to be?
这个广告的冲击力如何？
How involving is the advertising likely to be?
这个广告的参与力如何？
Are any final adjustments apparent?
有没有任何最后的调整要作？
Does the campaign have any arder effect?
整个广告活动的效果有没有顺序性？
How confident are we that these results will be replicated in the real world?
我们对这个结果实现在真实世界中有多大的信心？
Qualitative vs Quantitative
质化V.S量化
Understanding 了解
Investigation审查
Why and how为什么/如何
Dig deeper into psyche
      挖掘到心灵深处
Emotional and rational
      感性和理性
Motivational动机导向
Strategy  策略
Creative 创意
Pre-testing事前测试
Investigative interviewing
有研究性的访问
Free fiowing自由的流程
Qualitative vs Quantitative
质化V.S量化
Understanding 了解
Investigation审查
Why and how为什么/如何
Dig deeper into psyche
      挖掘到心灵深处
Emotional and rational
      感性和理性
Motivational动机导向
Strategy  策略
Creative 创意
Pre-testing事前测试
Investigative interviewing
有研究性的访问
Free fiowing自由的流程