Marketer, Brand Thyself!

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Presentation by Jessie Paul, Managing Director, Paul Writer Strategic Services at The Great Indian B2B Marketing Summit (3rd December, Bangalore)

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Marketer, Brand Thyself!

  1. 1. Marketer, Brand Thyself! GREAT INDIAN MARKETING SUMMIT 3 December, 2010. Photo Courtesy Rama V, FlickrFriday 3 December 2010
  2. 2. In the land of 1 billion people... DOING LEADING THINKING CXO Middle Management Junior Execs ??? Courtesy: Kacey, Flickr Renaissance ChambaraFriday 3 December 2010
  3. 3. Defining Your Brand SYMBOLS HEROES RITUALS VALUES PRACTICESSOURCE: GEERT HOFSTEDEFriday 3 December 2010
  4. 4. What facets can we show? DESIRED MESSAGE PASSION PERFECTION PUBLIC INTEREST PROCESSES, BEST ENTRY-LEVEL PRACTICES, METRICS, EXECS CREATION OPINIONS, FORWARD- MIDDLE LOOKING STATEMENTS, MANAGEMENT PROFITABLE HR ISSUES, ORG VIEWS VISION FOR THE C-SUITE INDUSTRY, FRAMEWORKS, CONTENDERS POLICY ISSUESFriday 3 December 2010
  5. 5. Creating your marketing program Media Influencer Awareness Relations Relations Government Analysts Friends & Family Employees Other Customers Journalists Thought Collateral Online Leadership Buyer Sales Consumer Guides Trade Consulting Associations Companies Expert Buying Users Advisors Academics Bloggers Sample Marketing Ecosystem Source: No Money Marketing, by Jessie Paul, Tata McGraw-Hill, 2009Friday 3 December 2010
  6. 6. Go-to-market strategy AWARENESS EVENTS, AWARDS, COMMUNITY (ONLINE+OFFLINE) MEDIA QUOTES IN INDUSTRY STORIES, PROFILES, OP-ED, BLOGS INFLUENCER HAVE A SHORTLIST OF 3 DREAM JOBS/FIRMS. MEET POTENTIAL JOB-GIVERS THERE. RELATIONS CREATE A CAREER ADVISORY PANEL OF MENTORS THOUGHT PERSONAL BLOG, LEADERSHIP ROLE IN INDUSTRY ASSOCIATIONS, ARTICLES ON LEADERSHIP COMPANY SITE/NEWSLETTER, BOOK, CITATIONS LINKEDIN PROFILE 100% COMPLETE, PDF RESUME, PROFESSIONAL PHOTO, WEBSITE, COLLATERAL YOUTUBE VIDEO, SLIDESHARE DECKS ONLINE CRISP - COHERENT, RELEVANT, INTERACTIVE, SIMPLE, PERVASIVEFriday 3 December 2010
  7. 7. What does success look like? Acknowledged expert in that field Known by name not by org title Personal reputation = > company reputationFriday 3 December 2010
  8. 8. Avoiding the mines Drive a written, well-defined communications policy Avoid mainline publications initially, and stay with niche publications (avoid perception that you are hogging PR bandwidth) Do not circulate coverage received within the organization (to avoid the perception of immodesty) Politely but firmly move ghosting requests to co-author requests (unless ghosting was part of your job definition) Create brand maps for other senior execs tooFriday 3 December 2010
  9. 9. About Us ✤ Paul Writer is an advisory firm that helps define your marketing, Paul Writer is founded by Jessie Paul, branding and communications strategy. considered an expert in brand ✤ We provide frameworks, processes, expert support, and creative internationalization and frugal insights to enable you to translate who you are into a cohesive marketing. In 2009, Jessie published No marketing plan. Money Marketing, Tata McGraw-Hill’s fastest selling professional book on ✤ Paul Writer brings expertise on marketing innovations across the marketing. spectrum of offline and online to reposition and communicate brand values in a frugal, yet effective manner. As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at ✤ Services offered are Infosys, she has been recognized for her ✤ Marketing Strategy Design contribution towards putting the Indian ✤ Validation & Advisory Services IT industry on the global map. With over 15 years in services marketing, ✤ Our clients include: including a stint with Ogilvy & Mather, ✤ Ramco Systems Jessie has been named one of the most ✤ Aujas Networks influential business women in India. She ✤ Allied Digital Services Ltd. runs a popular blog on marketing and was India’s first CMO on Twitter. ✤ Venkataramanan Associates ✤ NIIT Technologies ✤ IDS SoftwaresFriday 3 December 2010
  10. 10. Thank You Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English. Paul Writer: n A trusted advisor to brand owners. West African symbol or adinkra for “help me and let me help you”Friday 3 December 2010

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