The document provides guidance on building a successful brand DNA and communication strategy. It outlines key elements for brand DNA including believability, relevance, adaptability, novelty, and delightful disruptive ability. It also discusses the importance of passion, permeability, pace, and being progressive. Additionally, the document outlines four pillars of brand success and sustainability: being customer obsessed, distinctly inspired, pervasively innovative, and consistently pragmatic. It stresses the importance of seamlessly integrating B2B, B2C, and B2B2C communications and embedding experiential, educative, engaging, enthusiastic, and empathetic "Es" into branding. Finally, it provides a five-step brand transformation roadmap and warnings about the need

1. BRANDNA
CHECKLIST
TO THRIVE
By
Anshumali Saxena

2. SUCCESSFUL BRAND DNA ELEMENTS
<<<<<<<<<<<<< B. R. A. N. D. >>>>>>>>>>>>>
• Believability
• Relevance
• Adaptability
• Novelty
• Delightful ‘disruptive-ability’

3. W>E>B
Wonderfully Engaged Businesses

4. vwww - Win With Web with Agility, Ability, Velocity, Positivity
Traditional 4Ps of Marketing
Product, Price, Place, Promotion
Additional 4Ps of WEBetter Biz
1.Passion
2.Permeability
3.Pace
4.Progressive
“Survival of Smartest Web Wisdom”: Size doesn't matter, Analytics-Adaptability
+ Customers’ Empowerment with “more for less” outcomes key to thriving
Earlier you had to be worldly wise to succeed, but now web - worldly -wise

5. BRAND COMUNICATIONS CONTINUUM
Corporate Product
/Services
Leadership Employees Customers Community Govt
Believability
Relevance
Adaptability
Novelty
Delightful
Disruptive-
ability
•Multichannel Brand Communications- Offline, Online, Mobile
•Create, share, engage & make viral - refreshingly useful & unique stories
•Leverage synergies between different channels & communication-themes

6. FOUR PILLARS OF BRAND-SUCCESS-SUSTAINABILITY
CUSTOMER
OBSESSED
DISTINCTIVELY
INSPIRED
PERVASIVELY
INNOVATIVE
CONSISTENTLY
PRAGMATIC

7. Do You Have a Cohesive Content Strategy?
Seamlessly integrate B2B, B2C & B2B2C brand communication success- necessities

8. Your Business Attitude + Aptitude Determines Your Brand Altitude
Embed these “Brand Communication E-s” in branding to succeed
Experiential, Educative, Engaging, Enthusiastic, Empathetic
Brand Communications’ Evolution-Revolution Necessities - Business &
People Transformation
Brand communications 1.0- Monologue
Brand communications 2.0 – Dialogue
What Next – Humans + Machine Interactivity

9. 1.Create your transformation vision & plan
2.Create & sustain market leadership
3.Innovate in the right place(s)
4.Build& nurture the transformation fleet
5.Adapt, align & continually refine culture to
changing customer needs, new regulations &
competitive essentials
BRAND TRANSFORMATION ROADMAP

10. WARNINGS: Ignore & Perish!!
We live in a Web Transparent world, where people
are ‘comparison-addicts’
In a brand-cluttered era with information overload,
‘brand pull’ wins & not ‘brand-push’
Everyone in the company & @ partners is a
walking, talking brand ambassador
Customer & brand experience is King & everyone in
the company is subservient to this KING