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