branding methodology
TRANSCRIPT
Crystallize unifying brand identity dimensions across multiple businesses
Define brand architecture
Position the brand with multiple stake holders
Build differentiation through people and service
Alignment of individual sub brands to larger business
Corporate
Grow the market or market share
Increase trial per capita consumption, repurchase, adoption
Brand profitability
Arrest brand decline
Service excellence
New market entry
Create brand portfolio
Product/Service
The Branding Landscape
DIAGNOSE
Develop consumer understanding of their life-space and category
DESIGN DIRECT
DIFFERENTIATE DEVELOP DETECT
Supporting the brand during the initial phases of development
Create a desired brand identity and marketing mix
Facilitate the brands sustainability through regular brand audits
Develop product and consumer service strategy and crystallize long term service and objectives
Manage the creative execution on the brand strategy with the advertising agency
Brand DNA
1 2 3 4 5 6
Brand GenesisS
TA
KEH
OLD
ER
U
ND
ER
STA
ND
ING
BU
SIN
ESS
R
OA
DM
AP
BR
AN
D
IDEN
TIT
Y
BR
AN
D &
MA
RK
ETIN
G
STR
ATER
GY
OR
GA
NIS
ING
R
EA
DIN
ESS
Business
Consumer
Competitive scenario
Vision
Mission
Objectives
Segment
Proposition
Marketing Initiatives
Benefits
Personality & Value
Discrimination
Essence
Name & logo
Infrastructure
People
Process
Brand Realisation
Travelled the path
Strategy to turn around falling revenues of a business in the educational space by identifying and fixing brand and organizational issues
Developed marketing strategy, advertising and communication to aid 3 residential projects being booked out on day of launch in the throes of the downturn in 2009
Evolved customer and channel based market activation plans that grew an organic foods business by 25% in 2010
3 of our clients are the top rated brands in the public domain in their industry categories
Brand identity and strategy to migrate customer acquisition from word of mouth to brand pull driven for a wealth management firm
A few journeys we are on
Manage a premium steel brand in the states of Tamil Nadu and Kerala, which has brought incremental annualized revenue of 150 crores to the business
Developing a rural marketing and communication strategy for a business in the rural solar lighting space
Masterbrand architecture, service design and marketing strategy for a cinema business that is becoming multi-locational; with the objective of sustaining positioning of offering a unique cinema going experience
Building the Employer Brand for 4 reputed global business enterprises
Nurturing a start up brand that markets exquisite crafts from the Silk Route
Adapt product and service mix for a middle east based mts provider to the Indian market