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The 360 Degree Brand in Asia: Creating More Effective Marketing Communications Hardcover – 21 Mar 2003


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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.

About the Author

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.

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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9ba1b6f0) out of 5 stars 5 reviews
4 of 5 people found the following review helpful
HASH(0xa36bdcf4) out of 5 stars 360-Degree Puffery 27 Aug. 2003
By A Customer - Published on Amazon.com
Format: Hardcover
This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.
Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.
The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.
If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.
Save your money. Use your common sense.
3 of 4 people found the following review helpful
HASH(0x9bc39504) out of 5 stars 360-Degree Puffery 27 Aug. 2003
By A Customer - Published on Amazon.com
Format: Hardcover
This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.
Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.
The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.
If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.
Save your money. Use your common sens.
2 of 3 people found the following review helpful
HASH(0x9bd39cfc) out of 5 stars A book that really know the Asians 19 Jun. 2003
By Yeung See Ming Kevin - Published on Amazon.com
Format: Hardcover
The book is a really easy reading and the best thing is about its understanding of Asians. The 360 degree branding concept is especially good at simulating readers to think about the unlimited possibilities of what a brand can do. Being an Asian, I am tired of reading books from Westeners who actually don't recognize the characteristics of people living here. This book, on the contrary, impresses me by discussing some interesting differences of Asians against Western people in the first chapter. The observations are deep and valid. And I truly believe that this understanding is crucial to every one working in the Asian branding industry.
0 of 1 people found the following review helpful
HASH(0x9bb36744) out of 5 stars Concepts Universal. Brief case studies Asian. 29 Aug. 2003
By A Customer - Published on Amazon.com
Format: Hardcover
"in Asia" is a bit limiting/misleading.
The book is a great read and thoroughly explains the concepts behind 360 Branding. It presents a clear vision of where branding has been, and how branding anywhere must evolve and expand right now for the future. The Asia aspect comes at the end of each chapter with a short 1-3 page application/case study of that chapter's material "in Asia." It basically says, "Hey, this stuff works. Look what happened in Asia."
Yes, your communications need to be "integrated." But this shows book shows what that concept will mean in the future.
0 of 2 people found the following review helpful
HASH(0x9bc39528) out of 5 stars A great read for anyone even vaguely interested in branding 1 Mar. 2003
By A Customer - Published on Amazon.com
Format: Hardcover
I really enjoyed the book, and thought that it was a very easy to read, easy to understand book about branding in Asia. It's examples are entertaining and sometimes surprising, and what has been achieved in the Asian market is a good example of the future of world-wide branding. If anyone is even vaguely interested in branding, and not just in Asia, I recommend you read this book.
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