What Creates a BIG
     Brand?
BRAND –
Collectively
what PEOPLE
SAY, FEEL and
THINK about
your
product, service
s and company.

                   3
A STRONG
BRAND –
A collection of
coherent ideas
and
experiences(?)
with a product or
service over
time.
                  ...
A GREAT
BRAND –
A great
STORY…
mostly written
by the people
outside your
organization!

                 5
CREATING A
GREAT
BRAND-

Campaign or
Commitment?



              6
CAMPAIGN-
Changing the
core brand
message to fit
to what people
want to hear
TODAY so that
they buy your
product or
servic...
CAMPAIGNING-
Marketing for
Short term gains.

Leads to a constantly
changing STORY

People not sure what
to think of you?
...
CAMPAIGNING-
You don’t really have
a brand!

You have a product or
service with some
potentially interesting
Marketing…

W...
COMMITTING-

Building your
brand on core
principles that
NEVER change.

Marketing for long
term GROWTH.
                  ...
COMMITTING-

Creating an
coherent
collection of
brand ideas and
experiences over
time.

This creates Brand Loyalists.   11
So how do we
start?



               12
Baby Steps-
- Do I know my brand?

- Do I believe in my
product or service?

- What about my
employees?

                 ...
Baby Steps @PAPAM




   A Case Study on Employee Behavior        A Case Study conducted by
            Source: Internet  ...
Baby Steps-
- Auxiliary
products, snapshot
services.

- Filling the (in)significant
gap

- Target Audience
               ...
Baby Steps @PAPAM



• First of its kind – provides a medium for users to stay connected with their fri
 family by sending...
Baby Steps @PAPAM
Baby Steps @PAPAM
The bigger Picture-
- The bigger value
proposition

- Filling the (in)significant
gap

- Creating the market

- A great vi...
Bigger Picture @PAPAM

           A comprehensive Employee Connect Program aimed at

           Creating             loyal...
Bigger Picture @PAPAM
Manish Pathak, Brand Building
Manish Pathak, Brand Building
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Brand Building

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Manish Pathak, Brand Building

  1. 1. What Creates a BIG Brand?
  2. 2. BRAND – Collectively what PEOPLE SAY, FEEL and THINK about your product, service s and company. 3
  3. 3. A STRONG BRAND – A collection of coherent ideas and experiences(?) with a product or service over time. 4
  4. 4. A GREAT BRAND – A great STORY… mostly written by the people outside your organization! 5
  5. 5. CREATING A GREAT BRAND- Campaign or Commitment? 6
  6. 6. CAMPAIGN- Changing the core brand message to fit to what people want to hear TODAY so that they buy your product or services. 7
  7. 7. CAMPAIGNING- Marketing for Short term gains. Leads to a constantly changing STORY People not sure what to think of you? 8
  8. 8. CAMPAIGNING- You don’t really have a brand! You have a product or service with some potentially interesting Marketing… With no LOYALTY. 9
  9. 9. COMMITTING- Building your brand on core principles that NEVER change. Marketing for long term GROWTH. 10
  10. 10. COMMITTING- Creating an coherent collection of brand ideas and experiences over time. This creates Brand Loyalists. 11
  11. 11. So how do we start? 12
  12. 12. Baby Steps- - Do I know my brand? - Do I believe in my product or service? - What about my employees? 13
  13. 13. Baby Steps @PAPAM A Case Study on Employee Behavior A Case Study conducted by Source: Internet Tim Cohen – Google Sales Professional Active Employee Connect Active Customer Connect Program (AECP™) Program (ACCP™) 14 14
  14. 14. Baby Steps- - Auxiliary products, snapshot services. - Filling the (in)significant gap - Target Audience 15
  15. 15. Baby Steps @PAPAM • First of its kind – provides a medium for users to stay connected with their fri family by sending personalized Greeting Card without visiting a card shop • Users can chose, design, write as per their choice and place an order to sen physical address anywhere across the globe On-Demand, On-Time unique products in minimum effort resulting in m Products • Personalized Posters • Personalized Greeting Cards • Personalized Bookmarks • Personalized Wedding Cards • Personalized Calendars • Personalized Invitation Cards • Personalized Unique Gifts
  16. 16. Baby Steps @PAPAM
  17. 17. Baby Steps @PAPAM
  18. 18. The bigger Picture- - The bigger value proposition - Filling the (in)significant gap - Creating the market - A great vision.. 19
  19. 19. Bigger Picture @PAPAM A comprehensive Employee Connect Program aimed at Creating loyal employees. Employee behavior is driven by purpose, from the achievement of a financial goal to an emotional state of happiness. We believe success is maximized when a well-run formalized program is aimed at creating emotional connect with employees. 20
  20. 20. Bigger Picture @PAPAM

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