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The 360 Degree Brand in Asia: Creating More Effective Marketing Communications
 
 
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The 360 Degree Brand in Asia: Creating More Effective Marketing Communications (Hardcover)

by Mark Blair (Author), Richard Armstrong (Author), Mike Murphy (Author) "It was in the 1950s and 1960s that the theory of brands and brand image evolved n the West, accompanying a period of tremendous economic..." (more)
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Product Description

Product Description

A 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.


From the Back Cover

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.

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It was in the 1950s and 1960s that the theory of brands and brand image evolved n the West, accompanying a period of tremendous economic growth. Read the first page
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