2. The Branding Landscape
Corporate Product/Service
Grow the market or market share
Crystallize unifying brand identity dimensions across Increase trial per capita consumption,
multiple businesses repurchase, adoption
Define brand architecture Brand profitability
Position the brand with multiple stake holders Arrest brand decline
Build differentiation through people and service Service excellence
New market entry
Alignment of individual sub brands to larger business
Create brand portfolio

3. Brand DNA
DIAGNOSE DESIGN DIRECT
Develop consumer Develop product and Supporting the
understanding of consumer service strategy brand during the
their life-space and and crystallize long term initial phases of
category service and objectives development
1 2 3 4 5 6
DIFFERENTIATE DEVELOP DETECT
Create a desired Manage the creative Facilitate the brands
brand identity and execution on the sustainability through
marketing mix brand strategy with regular brand audits
the advertising
agency

4. Brand Genesis
BRAND & MARKETING STRATERGY
Benefits
Personality &
Value
Business
STAKEHOLDER UNDERSTANDING
Infrastructure
ORGANISING READINESS
Discrimination
Consumer People
Essence
Competitive
BUSINESS ROADMAP
Vision Segment
BRAND IDENTITY
Process
scenario Name & logo
Mission Proposition
Objectives Marketing
Initiatives

5. Brand Realisation

6. Travelled the path
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
Strategy to turn around falling revenues of a business in
the educational space by identifying and fixing brand
and organizational issues

7. 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

8. Breaking through the clutter
An Iconic cinema
going experience
360 degree stake holder
branding
Nurturing Heroes
A Brave new
conference The Texas Instruments
Internship program
Global Education
in India
Redefining the brand through
creative packaging
Powerful regional brand

9. A brave new HR conference

10. A brave new HR conference

11. Whose business is people?

12. A brave new HR conference

13. A brave new HR conference

14. 360 degree stakeholder branding
• Isteel is a Chennai-based construction grade steel manufacturer, now known for
establishing itself as a premium brand in its cluttered category
• The challenge here was to make the brand relevant to every stakeholder, using
economical, yet effective, marketing channels.

15. 360 degree stakeholder branding
Home Owners
Striking outdoor hoardings
strategically placed across
the city maximized reach
and optimized media costs
Quality home grade construction steel that would last for generations

16. 360 degree stakeholder branding
Contractors / Architects / Engineers /Bar Benders
The „forever partnership‟
delivered through the
“UngalUyirThozan”
Isteel Mobile Testing Van program that provided
A novel concept of a mini-lab on wheels to LIC Life Insurance policies
validate the promise of Quality. Contractors, to bar benders.
architects and engineers could run quality tests Technical training,
on their steel at their construction sites. The Meets & manuals on
van also doubled up as a mobile ad-canvas. construction techniques
by industry experts

17. An iconic in cinema experience

18. An iconic in cinema experience

19. An iconic in cinema experience
“ Escape is going to be the hottest entertainment option in Chennai. It beats all the
other cinemas” - User review, mouthshut.com

20. An iconic in cinema experience

21. Developing a powerful regional brand
Hoardings in local language spread across key towns in AP

22. Developing a powerful regional brand
Use of popular local media such as radio to communicate quality and value for money proposition

23. Global Education in India

24. Redefining the brand through packaging
Packaging that would go unnoticed on shelf, began getting the notice of shoppers amongst the clutter

25. Redefining the brand through packaging

26. Web
www.isteel.in www.sathyamcinemas.com www.pronatureorganic.com
www.escapecinemas.com www.bluesteel.in www.hrconference2011.com
We‟ve designed each of these websites (even developed the logos for all the brands)

27. Nurturing Heroes
Taking the Employer Brand to Management Graduates …

28. Nurturing Heroes
Taking the Employer Brand to Management Graduates …

29. Nurturing Heroes
Taking the Employer Brand to Management Graduates …

30. The Texas Instruments Internship program