The 360 Degree Brand in Asia: Creating More Effective Marketing CommunicationsA professional's guide to forecasting budget allocations and planning brand marketing campaigns 360° 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° 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, Nestlé, 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. |
Contents
The 360 Degree Imperative | 11 |
Integration Redefined | 25 |
Orientating Around a Brand Challenge | 39 |
Copyright | |
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Common terms and phrases
360 Degree brand 360 Degree communications achieve activities advertising agency American Express Asia Asian brands become beer behavior Beijing Bicycles Bonding Brand Challenge brand equity brand experience Brand Idea brand marketing broadband build buyers campaign Cerebos channels China Chinese clients coffee companies consumer corporate create creative culture customers Degree brand communications deliver disciplines e-Society emotional loyalty example executional ideas feel global Hong Kong i-mode important Indonesia influence Insight integrated interaction Internet interplay involvement Left Bank Café lives look marketplace medium Milo multinational Northwest Airlines offer Ogilvy & Mather opportunities points of contact positioning problem programs promotions public relations purchase relationship relevant role Sammy selling Shelly Lazarus simple Singapore solutions South Korea Star Ferry strategy target Thailand things traditional understanding unique users