Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011. Structured approach to building a frugal brand plan spanning legacy and new media.

1. Frugal Branding
Jessie Paul
CEO, Paul Writer
Wednesday 29 June 2011

2. About Us
! Paul Writer is an advisory firm that helps define your marketing, Paul Writer is founded by Jessie Paul,
branding and communications strategy.
considered an expert in brand
! We provide frameworks, processes, expert support, and creative internationalization and frugal
insights to enable you to translate who you are into a cohesive marketing. In 2009, Jessie published No
marketing plan. Money Marketing, Tata McGraw-Hill’s
fastest selling professional book on
! Paul Writer brings expertise on marketing innovations across the
marketing.
spectrum of offline and online to reposition and communicate brand
values in a frugal, yet effective manner.
As Chief Marketing Officer of Wipro’s IT
business and as Global Brand Manager at
! Services offered are Infosys, she has been recognized for her
! Marketing Strategy Design contribution towards putting the Indian
! Validation & Advisory Services
IT industry on the global map.
With over 15 years in services marketing,
! Our clients include: including a stint with Ogilvy & Mather,
! Ramco Systems Jessie has been named one of the most
! Aujas Networks influential business women in India. She
! Allied Digital Services Ltd. runs a popular blog on marketing and
Wednesday 29 June 2011
was India’s first CMO on Twitter.
! Venkataramanan Associates

3. How can customers find you?
Marketing is about Pull, not Push
Image: Bill Ward via Flickr
Wednesday 29 June 2011

4. The Marketing Process
Discovery Position Expression Action
Where are we How do we Creating and Sustaining and
today? want to be delivering our measuring our
! Baseline current perceived? brand promise brand presence
Perceptions ! Based on ! Articulating the over time
through brand company manifestations ! Go to market
audit vision, brand of the attributes strategy
! Current state of attributes
! Identifying the ! Translating this to
client mining ! Identifying a channels for each identified
! Map the di!erentiated communicating segment, as a
competition position to stakeholders marketing plan &
landscape/ ! Defining our calendar
mindscape priorities – ! Auditing &
! Strategic Intent o!erings, Calibrating
of the CEO customers, against identified
regions, metrics
industries
The Writer’s Way: Paul Writer’s Approach to Marketing
Wednesday 29 June 2011

5. Defining Your
Brand
SYMBOLS
HEROES
RITUALS
VALUES
PRACTICES
SOURCE: GEERT HOFSTEDE
Friday 3 December 2010
Wednesday 29 June 2011

6. Elements of a marketing plan
1 2 3 4 5 6 7 8 9
MEDIA INFLUENCER CUSTOMER THOUGHT PROSPECT PARTNER
AWARENESS COLLATERAL DIGITAL
RELATIONS RELATIONS MINING LEADERSHIP MINING MARKETING
Wednesday 29 June 2011

7. Go-to-market strategy
AWARENESS EVENTS, AWARDS, COMMUNITY (ONLINE+OFFLINE)
MEDIA QUOTES IN INDUSTRY STORIES, PROFILES, OP-ED, BLOGS
INFLUENCER HAVE A SHORTLIST OF 3 DREAM JOBS/FIRMS. MEET POTENTIAL JOB-GIVERS THERE.
RELATIONS CREATE A CAREER ADVISORY PANEL OF MENTORS
THOUGHT PERSONAL BLOG, LEADERSHIP ROLE IN INDUSTRY ASSOCIATIONS, ARTICLES ON
LEADERSHIP COMPANY SITE/NEWSLETTER, BOOK, CITATIONS
LINKEDIN PROFILE 100% COMPLETE, PDF RESUME, PROFESSIONAL PHOTO, WEBSITE,
COLLATERAL
YOUTUBE VIDEO, SLIDESHARE DECKS
ONLINE CRISP - COHERENT, RELEVANT, INTERACTIVE, SIMPLE, PERVASIVE
Friday 3 December 2010
Wednesday 29 June 2011

8. What does success look like?
Acknowledged expert in that field
Known by name not by org title
Personal reputation = > company reputation
day 3 December June 2011
Wednesday 29 2010

9. Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and
operational management. A trusted advisor of the
estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
West African symbol or adinkra for “help me
and let me help you”
Thank You
jessie@paulwriter.com
312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India
The frameworks and concepts in this discussion are elaborated in No
Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009.
Please visit www.nomoneymarketing.org for more information
All rights reserved.
No portion of this presentation may be excerpted or reused without the author’s written permission Photo Courtesy Powru, Flickr
Wednesday 29 June 2011