This deck talks about building an iconic brand by first understanding what makes a brand tick and then using a simple framework. Presented at Servion Custommerce National Convention 2014, Jaipur by Jessie Paul, author of No Money marketing

1. Building Iconic Brands

2. About Paul Writer
•
Paul Writer’s vision is to raise the bar for marketing in India by
providing a community platform for marketers to develop and
share best practices
•
Paul Writer was founded in 2010 by Jessie Paul, author of No
Money Marketing (2009, Tata McGraw-Hill) and former CMO of
Wipro who has also held senior marketing positions in Infosys and
iGATE
•
Through its website, e-newsletter, marketing magazine and social
media presence, Paul Writer has a reach of 30,000+ marketers and
senior executives
•
1000+ senior executives have attended a Paul Writer conference
in the past 24 months
•
To recognize excellence in marketing, Paul Writer hosts award
programs such as Hall of Fame, Futurist CMO Awards, Real Estate
Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100),
Chennai Hot 50 Brands

3. Why Paul Writer
“The highest
manifestation of life
consists in this: that
a being governs its
own actions. A thing
which is always
subject to the
direction of another
is somewhat of a
dead thing.”
St. Thomas Aquinas

4. Brands circa 2014
•
Has the ability to track consumer
preferences at the individual level. Can
customize offerings as per these
preferences
•
Can predict purchases, using analytics
and customer data
•
On-the-fly pricing strategies are
possible
•
Wide variety of communication
options available - digital, print,
outdoor, wireless, direct, contextsensitive....
•
Access to sophisticated tools to listen
to the customer
Image: IndiaCircus.com

5. Consumer Segments are Exploding
•
Youth (infants/children/teens/
young adults)
•
•
•
•
Women
•
•
•
Nuclear families, singles, migrants
Senior citizens/Silver Spenders
Newly affluent
Health conscious (heart/diabetes/
age/fitness)
Illiterate/semi-literate
Luxury consumer, aspirant, valueseeker
Image: IndiaCircus.com

6. 3 Simple Questions
•
•
•
Whom am I?
Why buy me?
Why not buy someone else?
Image:
IndiaCircus.com

7. Defining who you are
Mindshare
Marketshare
Profitshare
“Be more dedicated to
making solid
achievements than in
running after swift but
synthetic happiness.”
- Abdul Kalam
Image: IndiaCircus.com

8. It’s as easy as ABC
A - Added Value
B - Behavioral Change
C - Complexity
D- Diffusion

9. A - Added Value
What is it that you, and only
you bring to the customer?
“The middle of the
road is a good
place to get run
over”
On time (Indigo)
Convenience (Uber)
Longlasting (Bata)
Intuitive Design (Apple)
Image: IndiaCircus.com

10. B- Behavioral Change - How easy is
it to work with you?
• Given sufficient reason, people
will change their behavior. But
it’s easier if they don’t have to.
• Across your touchpoints, do you
measure ease of interaction? Or
just ease of business?
• Are you a habit? A good habit or
a bad habit?

11. C- Complexity
• The customer is not a
moron. But we’d like to be.
• Iconic brands simplify
things. Even difficult things.
eg IBM, GE

12. D - Diffusion
• How visible is usage?
• How easy is sharing?
• Are you embracing social
commerce?
• Are you afraid of social
media?

13. You know you’re an icon
when
You pull, not push.
You have a brand story, not
a sales pitch.
Your customers are your
friends.
You are happy.
“The middle of the
road is a good
place to get run
over”
Image: IndiaCircus.com

14. Thank You
Jessie Paul
jessie@paulwriter.com
+91 98451 33198
www.paulwriter.com
Paul Writer Strategic Services Pvt Ltd
102, Trump Tower, 5/2 Eagle Street, Langford Town, Bangalore - 560 025
T: 080 4096 5053
paulwriter@paulwriter.com