Branding for Dummies, can't miss presentation Video

1. What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

5. Contents Branding Process Brand Building Understanding Branding

6. Module 1 Understanding Branding Understanding Branding Brand Building

9. Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

11. Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

12. Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty

13. Fevicol Case

14. Fevicol Case

15. Fevicol Case

19. Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name

22. Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape

24. Module 1 - Stage 2 Attributes

25. Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour

26. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

29. Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

30. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

33. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

34. Module 1 - Stage 2 Attributes

41. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

42. Possibly even a third or a fourth brand..

47. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus

48. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist

51. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.

52. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’

54. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

68. Contents Branding Process Brand Building Understanding Branding

69. Module 2 Brand Building Brand Building Understanding Branding

75. Module 2 - Stage 1 Brand Audit Mind Mapping Technique Draw An Egg Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

76. Module 2 - Stage 1 Brand Audit Mind Mapping Technique Put Ten Legs on It Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

77. Module 2 - Stage 1 Brand Audit Happiness  Mind Mapping Technique Put Happiness in Centre Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

78. Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

79. Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

85. Module 2 - Stage 1 Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS ‘ Memories of using it in my village fields during night’ TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES ‘ Was it a truck? Everything lights up’ AGE OLD ASSOCIATION ‘ Using it since a child…first used the white cell now use red’ PREFERRED BRAND ASSOCIATIONS ‘ lasts longer’,’does not melt in summer’, ‘leak proof’ ‘ Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

90. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle

101. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

102. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day

103. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break

109. Module 2 - Stage 2 Connection Triangle There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

111. Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy

112. Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?

115. Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome

116. Module 2 - Stage 3 Big Idea

125. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit “ What if?” A Brainstorming Tool that challenges convention

128. Module 2 - Stage 3 Big Idea

130. Module 2 - Stage 3 Big Idea What If.. we all go mad?

133. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mining Insight Drives powerful brand building

135. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit The springboard is ready for the creative agency to leap

139. Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

140. Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron,she is your wife

141. Final evaluation of brand building is whether it motivates her

142. “ You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani www.mastersun.in http://strategy-execution.blogspot.com [email_address] Sarvajeet Chandra: +91 9920803060 Jasravee Kaur : +91 9892301590

143. Profile of Sarvajeet Chandra Organizations Worked For : ICICI Bank, Renoir Consulting (UK), Baazee.com ( now Ebay), Ogilvy & Mather Sales & Distribution Operations/ Service Quality Brand Building Capability Development FMCG/Retail ITC( ITD Division) Eveready Travelport MSM Eveready Kodak Shringar Cinema (Fame) Infrastructure , Industrial & Real Estate Saurashtra Cement VNC Group Tata Steel Lavendor Group Mandala Asset Solutions Lion Group Tata Steel VNC Group Gujarat Glass Saurashtra Cement Pidilite (Fevicol, Fevikwik, Fevistik) VNC Group Tata Steel Textile, Leather & Commodities Tata International Indo Rama Texmaco Group Laxmi Machine Works Tata International ITC (IBD Division) World Gold Council Banking, Media, IT, Hospitality & Others Xenos Blue Star Cidade de Goa Tata Power Cidade de Goa ICICI Bank Thanjavur Hotel Residence Cidade de Goa STAR TV EBay India MIHMCT Vizualize LBi India Systime JW Mariott GTL Limited BST-Sayona