Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
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
Upcoming SlideShare
Loading in …5
×

Manish Pathak, Brand Building

731 views

Published on

Brand Building

Published in: Business
  • Be the first to comment

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

×