A professional's guide to forecasting budget allocations and planning brand marketing campaigns 360 degrees marketing is a proprietary method of looking at brand marketing developed by Ogilvy & Mather's international partners. As companies seek new ways to globalize, this original concept offers a useful and dynamic framework from which companies can effectively plan their brand marketing and budget allocation. In 360 degrees Brand, Mike Murphy and Mark Blair-both seasoned Ogilvy & Mather employees-reveal this new method to readers and explain in simple, straightforward terms how it works. Filled with a variety of case studies including IBM, American Express, Pond's Institute, Nestle, and Milo, this book is a practical and useful guide for all marketers. Expert advice and in-depth insights will help marketers and advertisers allocate their resources and combine all elements of the communication mix in an effective and cohesive manner. Mike Murphy (Singapore) and Mark Blair (Tokyo) are both part of Ogilvy & Mather, Asia-Pacific.
Every point of contact builds the brand.
Imagine all communciations reflecting the same deep insight. Imagine all media, from TV to packaging, from web sites to water wells, contributing to the brand.
The 360 Degree Brand in Asia decribes Ogilvy's proven sucess in helping both Asia-based to achieve greater success through its model of 360 Degree Brand Stewardship. This practical book offers valuable advice by taking a holitic look at communications and applying the necessary guidelines from each discipline to build a stronger and more profitable brand.
With 30 years, experience in the the Asian marketplace between them, the authors argee that the old, often derided concept of "intergration" should be given new life, and the long accepted, but little understood concepts of "loyalty" and "influence" be given special prominence in Asia. In addition, new concepts such as "brand challenge", "interplay" and "contextual creativity" are introduced as a way of illustrating how the idea becomes central to all thinking and action on behalf of the brand.
360 Degree branding is not for the faint hearted. An organization must embrace the thinking and overcome the practical difficulties in order to create the collaborative partnerships required to make it a reality. This unique book does not simply present a rosty philosophy, but it tackles many of the tough practical issues that make something that seems inherently simple, so hard to implement.
Supported by a wealth of impressive results-driven case studies including those from American Express, IBM Cerebos and Nestle. The 360 Degree Brand in Asia is a compelling manifesto for companies and agencies which want to build successful and more profitable brands in this region.
Über den Autor und weitere Mitwirkende
Mark Blair is the Managing Director of Ogilvy and Mather in Japan. He came to Asia in 1996. As Director of Strategy of the Ogilvy Group in Asia-Pacific, he has been a key player in the development of the theory of 360 Degree brand thinking, bringing coherence and consistency to the application of the new mantra across Ogilvy's many different specialist disciplines.Richard Armstrong is a Regional Planning Director (Asia Pacific). Richard has been in Asia for five years, and with Ogilvy for three of those. His role has taken him all over the region, developing brand and marketing strategies for multinational and local clients alike, and he has been keenly involved in the implementation of 360 Degree brand communications in all its guises.Mike Murphy is the CEO Asia-Pacific of New Networks and Chairman of Enterprise IG Asia Pacific. Mike has worked for Ogilvy and Mather for over 24 years and the last 18 in Asia-Pacific. Mike has lived in London, Hong Kong, Indonesia, Malaysia and Singapore. He has run two of Ogilvy's businesses across the world, and has vast experience working with Asian and international clients in every market in Asia Pacific.