The way people do business is changing. The new customer is interested in the ideals you present to the world.
What has been the evolution of company strategies over time? What changes have occurred in the meanings of brands and strategies?
From this project, we conclude that users of autorickshaws have more trust in the Bajaj brand as compared to others.
The brand is one of the important tools that occupy the target market by the marketer.
How to combine product management with marketingStefania Borchia
Four steps on how to integrate your product management analysis into marketing. Because any successful marketing strategy requires to know the product's features and how they benefits the targeted audience.
From this project, we conclude that users of autorickshaws have more trust in the Bajaj brand as compared to others.
The brand is one of the important tools that occupy the target market by the marketer.
How to combine product management with marketingStefania Borchia
Four steps on how to integrate your product management analysis into marketing. Because any successful marketing strategy requires to know the product's features and how they benefits the targeted audience.
How to manage mass communication? by Jay Shah.Jay Shah
All the top successful brands have done it absolutely right when it comes to communicate their message with the mass target audience. In this presentation i have mention the tools and techniques with the help of which mass communication can be easily managed.
Mass communication is a process in which a person, group of people, or an organization sends a message through a channel of communication to a large group of anonymous and heterogeneous people and organizations. You can think of a large group of anonymous and heterogeneous people as either the general public or a segment of the general public. Channels of communication include broadcast television, radio, social media, and print. The sender of the message is usually a professional communicator that often represents an organization. Mass communication is an expensive process. Unlike interpersonal communication, feedback for mass communication is usually slow and indirect.
The Fundamentals of Trade Marketing
Trade marketing is a form of business-to-business (B2B) marketing, in which companies attempt to market and sell their products to wholesalers, distributors, or retailers, rather than directly to consumers. Profitable trade marketing is contingent on a number of factors, from an awareness of retailer and consumer needs to the ability to formulate innovative and modern sales techniques. What follows are some of the fundamentals of trade marketing practices.
Marketing PowerPoint PPT Content Modern SampleAndrew Schwartz
139 slides include: Defining elements of Marketing, developing key positioning statements and messages for your products/services, a 3-step process for market research, Internet marketing, marketing models, strategy and programs including branding, steps to market research, effective marketing, branding your business, developing your brand position, your marketing plan, customer feedback with examples, naming your product, company and service. Finally slides covering marketing materials, internet marketing, search engine optimization, the future of marketing and much more.
entrepreneurial marketing. New marketing, innovation in marketing, 21st centu...Jorge Saguinsin
this presentation compares the old marketing against new marketing paradigm. There are subtle but important disruptive changes that the entrepreneur or the marketer must sharply note. Old marketing practices, while still functional, might not work very well in this 21st century. This presentation is a lecture at the entrepreneurship elective subject at the Ateneo Grad School of Business in the Phil, a leading university in MBA, education and has been uploaded for the convenience and ease of access by the present and past students of the said elective. The lectures have been upgraded and updated, and thus would update what the students have learned in the past.
How to manage mass communication? by Jay Shah.Jay Shah
All the top successful brands have done it absolutely right when it comes to communicate their message with the mass target audience. In this presentation i have mention the tools and techniques with the help of which mass communication can be easily managed.
Mass communication is a process in which a person, group of people, or an organization sends a message through a channel of communication to a large group of anonymous and heterogeneous people and organizations. You can think of a large group of anonymous and heterogeneous people as either the general public or a segment of the general public. Channels of communication include broadcast television, radio, social media, and print. The sender of the message is usually a professional communicator that often represents an organization. Mass communication is an expensive process. Unlike interpersonal communication, feedback for mass communication is usually slow and indirect.
The Fundamentals of Trade Marketing
Trade marketing is a form of business-to-business (B2B) marketing, in which companies attempt to market and sell their products to wholesalers, distributors, or retailers, rather than directly to consumers. Profitable trade marketing is contingent on a number of factors, from an awareness of retailer and consumer needs to the ability to formulate innovative and modern sales techniques. What follows are some of the fundamentals of trade marketing practices.
Marketing PowerPoint PPT Content Modern SampleAndrew Schwartz
139 slides include: Defining elements of Marketing, developing key positioning statements and messages for your products/services, a 3-step process for market research, Internet marketing, marketing models, strategy and programs including branding, steps to market research, effective marketing, branding your business, developing your brand position, your marketing plan, customer feedback with examples, naming your product, company and service. Finally slides covering marketing materials, internet marketing, search engine optimization, the future of marketing and much more.
entrepreneurial marketing. New marketing, innovation in marketing, 21st centu...Jorge Saguinsin
this presentation compares the old marketing against new marketing paradigm. There are subtle but important disruptive changes that the entrepreneur or the marketer must sharply note. Old marketing practices, while still functional, might not work very well in this 21st century. This presentation is a lecture at the entrepreneurship elective subject at the Ateneo Grad School of Business in the Phil, a leading university in MBA, education and has been uploaded for the convenience and ease of access by the present and past students of the said elective. The lectures have been upgraded and updated, and thus would update what the students have learned in the past.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Some of the world's biggest brands are giving the public a sneak peek of the day-to-day operations at the company. Here are a few examples of brands doing this to perfection.
Advertisement Class, Third session
Based on the book: Contemporary Advertising and Integrated Marketing Communications, 15th edition
(All photos/videos - copied from the internet, used only for educational purpose)
With businesses now accelerating their goal to becoming a whole cloud-native interface in the
coming years, with a ground cloud-based disaster recovery strategy, they must also be embedded
within their management plans. Otherwise, every business risks losing vital data and having
its systems, operations, and services shut down by natural and artificial disasters, hardware
failures, power outages, and security risks.
5 Pillars Of Effective Data Management In Modern Data Systems.pdfaNumak & Company
Due to low data allocations, many business organizations have lost their basic and essential customer relationship details due to defrauding and insecure data compliance.
All organizations must possess a reliable data source for their better functionality and vast workflow in transparency and effective relationships with customers and business partners. Else, they might lose their value.
How CFOs Are Helping Corporations Integrate ESG Into Their Business Strategie...aNumak & Company
Many high executives have not yet incorporated ESG reporting in their annual
reports and businesses, while others have just started to do so. While many companies made
no commitments, they struggled to deliver perfect reporting in all their involvements. To redefine
your organization’s ESG goal and scrutiny purposes, engaging with the CFOs strategic plans
for flourishing business growth is essential.
Impact Of Industry 4.0 Technologies On Business Development And Management.pdfaNumak & Company
Once the industry 4.0 techniques are well adopted in business, it is usually challenging to dissolve
because the organs won’t, for its effectiveness, cost reduction, and most especially, business
transformation. Heads of businesses must intricate the technical tools to ensure that they
adhere to their tunes regardless of their business size, ethics, or environment. Nevertheless, a
significant revolution must be adopted for business growth.
The Future Of Smart Technology And Its Effect On Business performance.pdfaNumak & Company
They say that being a top-notch is the head; for businesses to remain at the top of their industry,
management has to strictly adhere to the rule of the intelligent technology system to dearly embrace
the development and technological advancement that it would bring to their businesses.
Nonetheless, the head of business and operations needs to ensure that all responsibilities are
adequately shared among workers/employees, so it doesn’t hinder the growth of possessions in
the industry. As long as we all live for a specific reason, on an unknown journey whereby you
have to figure it out yourself, innovative technology will always live because it focuses on the
future.
Collaboration between humans and robots does not necessarily imply that humans are undervalued; on the contrary, it ensures excellent production and efficiency in the long run.
As a critical trend to assure high productivity and efficiency, the Industry 5.0 revolution applies to various industries, including banking, health, agriculture, and many others. It is practical for many industries to embrace Industry 5.0 as a continuity of the fourth industrial revolution to operate on high technological innovation to offer the best possible customer experience and better working conditions.
Importance Of The Dignity Of Compliance Risk In Organizations.pdfaNumak & Company
Many companies will lose their focus if management does not indulge in risk compliance because the primary goal of risk compliance is to ensure that no company or organization goes beyond its code of conduct. Thus, businesses must refrain from outbound resources for the existing ones to grow. Nonetheless, companies now initially add the risk management function to their team for cross sections and internal and external compliance, which seems to be the best means to aggregate and wave failure.
Corporate development plays a huge role in next-generation software development, especially in organizations. The management can make decisions that either incorporate the advancements and place the company at an advantage or experience a new phase of software development and miss out. The next-generation software development in organizations is primarily affected by these decisions, and progress can be hindered in that organization.
Getting Through the Fear Factor When Hiring Tech Talents.pdfaNumak & Company
The more profound constraint is a further factor in making a perfect selection when hunting for tech talents. While recruiters are focused and determined on hiring competent candidates for vacant spaces, they should also consider reducing strictness in the process, for example, the years of experience and compulsory finished education level. Since the American survey tells that most candidates' educational backgrounds are not in-line with their experience because they acquire knowledge of other skills while holding a post.
Perhaps, since these candidates are well experienced, they should be considered, while employers cut down a little to test their knowledge.
Rebuilding social capital and improving business performance.pdfaNumak & Company
Now more than ever, social connections are required to improve business performance, especially in a post-pandemic environment. Unfortunately, since the onset of COVID-19, there have been fewer opportunities to create social connections. However, if organizations can encourage work sharing, motivate casual relationships, and promote social opportunities outside the workplace, it will lead to a strong sense of social capital. This, in turn, will improve business performance by ensuring a greater level of trust, networking, and stronger relationships.
How Advanced Connectivity__ affects the prospects of the market trends today.pdfaNumak & Company
Numerous studies have been conducted on 5G/6G wireless
networks, drones and urban air mobility connectivity, autonomous vehicle systems, security and
cyberattacks, artificial intelligence, and smart grid technology to encourage effective internet
connectivity worldwide. The collaboration and integration of different products with advanced
connectivity serve the consumer highly flexible user experience.
How Praise And recognition affect bottom line.pdfaNumak & Company
Praise and recognition help employees do better. The employees strive for more and take the organization to the next level. Their dedication and commitment double hence increasing the profit of the organization. This gives the organization more visibility as regards its business niche. The employees develop a sense of loyalty to the organization and go the extra mile, increasing profit.
A toxic workplace significantly impacts job productivity and increases the job burnout level of employees. When employees feel pessimistic about organizations, their productivity level is compromised. This can affect the organization’s performance significantly. Toxic workplace behavior harms employees and the organization in the long run. To a large extent, the performance of an organization is proportional to the thriving work environment in which its employees are placed.
How To Build Mentally Resilience Workforce for An Organization.pdfaNumak & Company
Lately, resilience has shown to be a significant factor in creating a skilled and workforce through consistency. In addition, it helps employees upgrade their skills. Perhaps, this is not a day job, which is why it is locked up in character.
FUTURE OF RETAIL WILL LOOK LIKE WHAT'S HAPPENED IN THE MUSIC INDUSTRY.pdfaNumak & Company
One similarity between the changes that have occurred in the music industry and the changes
still ongoing in retail is TECHNOLOGY.
With every improvement in technology, the music industry boomed as it adjusted. So far, with
every revision, retail has taken advantage and is already rising.
Technology has constantly been a game changer in the music industry. Could that be doing the
same for the retail sector, seeing that it is towing the same path that the music industry did?
Is retail going to experience the same boom as the music industry, seeing that the technological
advancement processes are somewhat similar?
Localization of data privacy laws creates opportunities for competition.pdfaNumak & Company
Each of the opportunities discussed above helps to boost competition within the country in
which data is stored as well as throughout the world. A country that protects data localization
strategies indirectly contributes to that country’s overall competitiveness in digital industries.
While data localization has its challenges, organizations that can balance data protection
through innovation are well-positioned to capitalize on consumer demands for personalized
data storage, job creation and incentivized benefits for employees, growth of local digital industries,
accelerated data sharing, and reputational advantage.
The ultimate benefit of data localization is that it enables control over personal and financial
information. Therefore, the localization of data privacy carries the potential for safeguarding
the country’s national and international economic interests while allowing local organizations to
gain a competitive advantage.
How a Revamped Data Analytics Approach Can Mitigate Healthcare Disparities.pdfaNumak & Company
The healthcare industry has learned an unwelcome lesson because of the COVID-19 outbreak.
In addition to putting a significant load on the healthcare system, it has helped us understand
how crucial it is to update data to lessen healthcare inequity. Therefore, selecting the ideal
healthcare analytics consulting partner is essential if we want to advance long-term equity in
healthcare and eliminate bias from the data.
Effects of High Inflation on Private Equity Performance in Business.pdfaNumak & Company
Inflation is the rate of change in prices. Rising inflation means you have to pay more for the same goods and services. This can help you in the form of income inflation or asset inflation, such as in housing or stocks, if you own the assets before prices rise, but if your income doesn’t keep pace with inflation, your buying power declines. Over time, inflation increases your cost of living. If the inflation rate is high enough, it hurts the economy.
The effect depends on the type of inflation. For example, walking inflation is 3% to 10% per year. Creeping inflation is milder than walking inflation while running inflation implies a more aggressive rise in prices that could be a precursor to hyperinflation.1
Rising prices may be an indication of an economy growing very fast. People buy more than they need to avoid tomorrow's higher prices fuels demand for goods and services. Suppliers can't keep up. More importantly, neither can wages. As a result, everyday goods and services are priced out of most people's reach.
How Low-code Can Help Businesses Automate IoT In Their Business.pdfaNumak & Company
IoT comes with several challenges but once generated, it becomes more amplifying in order. Low code platforms also can amplify work done by developers.
Realizing that low code is a trail to grasping the significant possibilities is very important. Especially businesses owner owners who believe IoT is out-of-reach as a result of data complexity.
IT professionals are meant to maintain tech operations to bridge technical debt that may devour IT projects. However, it is to avoid increasing pressure and automate a streamlined workflow, which requires time, and investment resources to create an adequate system.
How the CEO's visionary leadership can tip the scales in favor of success in ...aNumak & Company
Technological evolution plays a significant role in the leadership and management of business organizations worldwide. Many companies are coping with the digital age to ensure
they can successfully participate and compete in the global market. Usually, the ultimate
responsibility of the CEO is to manage a company’s overall operations and implement longterm strategies to help the company to thrive. According to research, close to half of the total
performance of an organization is determined by the CEO, and they must recognize and utilize
workable instruments for the growth and development of the company. Embracing digital transition as a long-term core vision by the company’s top leadership in this age is paramount to
building a stable business ecosystem.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...
Brand Strategy
1. BRAND STRATEGY
A new roadmap to developing a holistic
Business Strategy
Pranesh Patel
Strategic Consultant
Written By
2. A New Customer is arising on a global scale. Someone who has a
strikingly different appearance and demeanor. They are tech-savvy,
have shifted their values, and expect brands to emphasize integrity
and purpose over profit. In addition, customers demand an answer
to the question – "What good does your brand bring to the world?"
On top of this, brands will be expected to contribute to the
environmental, social, and governance agenda. “These drastic
changes have had a significant influence on the customer's
decision making and will continue to do so as we progress further,
to make the customers more ambiguous for the businesses than
ever before.
The term 'Business' is often co-related to profits; however, this is
changing. Business is no longer just about making money, but it's
much more than that. It's about consumer satisfaction, consumer
experience, sustainability, respecting people's voices, giving back to
society, and solving problems. Similarly, the term 'Brand' has also
evolved over time.
The term, which was originally referred to as the practice of making
a mark onto something to designate ownership, has come a long
way. Nowadays, people see a brand as something that depicts the
values of an organization, which tells you a story, and more
importantly, something that connects with people's emotions.
The industrial revolution triggered a new phase of the evolution of
the term brand. When the manufacturing business was booming
at that time, it brought a new trust challenge as to which
producers manufactured quality goods. On top of these, many
players in the market made the business environment a
competitive one. Therefore, to gain the trust and loyalty of their
customers, the producers introduced brand symbols or signs to
differentiate their products from other players. This helped the
consumer differentiate and choose the quality products over
others, and the producers were able to gain a loyal customer base.
"WHAT GOOD DOES YOUR BRAND
BRING TO THE WORLD?"
anumak.com
3. Why do you think Starbucks – an American multinational chain of coffeehouses,
entered the Indian market by partnering with Tata? Tata is a trusted name, Tata
(company's name) has become a brand.
If a company wanted to be successful back then (during the industrial revolution), they would
have to distinguish their product in terms of quality and make them look different or unique
from the rest. This introduced the concept of Unique Selling Proposition (USP), and soon this
became the basis on which different brands (Companies recognized by their symbols) were
being differentiated. After which the scope of new products and inventions was reduced, this
introduced the Emotional Selling Proposition (ESP) concept. Soon, brands were able to
distinguish themselves on the basis of emotional appeal. It was probably this time when
companies started using psychological tactics to lure customers.
Gradually, people started to shift from the brand names to the overall companies themselves,
which paved the way to what is known as Organization Selling Proposition (OSP). Since the
organization became the critical factor of recognition for their customers, the company name
began to play a considerable role rather than the product or brand name. The rise in the usage
of various social media platforms has enabled companies to directly interact with the end
consumer with a click of a button. This brought the evolution of the Experience Selling
Proposition (XSP), creating the need to personalize the user experience. This is the point where
industries changed from product-centric to consumer-centric, making various decisions
keeping the consumer in mind. All of these have completely changed the definition of the
term 'Brand' forever.
Let's understand the term 'Strategy.' It is all about developing a plan that can be used to
achieve something or, in other words, the action of planning how to achieve something. I am
sure all of us have developed some of the other strategies in our daily lives—a strategy to win a
football game, or ace an exam, or outperform in a competition. Similarly, businesses also
formulate various 'Business Strategies' in order to meet the set goals. It is nothing but a master
plan laid out by the management of an organization to be a market leader, carry out its
operation, satisfy its customers and achieve the planned goals of the business.
One of the significant factors that affect these business strategies is the brand strategy of a
company. Depending upon what brand strategy the company decides to implement, the
business strategy also changes. Historically, we all have seen these changes as and when the
term brand has evolved. During the industrial age, there was a boom in manufacturing
products; hence all the companies focussed on producing as many goods as possible.
Companies also started to deploy technological innovations like steam engines in order to
boost their production by increasing the efficiency of the manufacturing process. This led to
large-scale employment where people received good wages.
Once there were enough players in the manufacturing industry with plenty of products, it was
difficult for the companies to sustain themselves because of stiff competition. This brought the
introduction of USPs, and companies shifted their focus on bringing unique products so that
they can attract more and more customers. Similarly, with the ESPs in play, it got a whole new
aspect of psychology. Companies began to look at human psychology to understand the
consumers. Soon the company's name became a critical factor. People did not focus on the
product much compared to the name of the company. If it was a trusted company, then
people blindly purchased its products.
anumak.com
4. GAP
Gap, a well–known & well–established clothing and accessories retailer founded in 1969. It is
one of the largest global specialty retailers due to the fact that it is popular amongst a broad
demographic of consumers. Gap decided to redesign its logo (which is also the company's
name), which had been there for 20 long years after the 2008 financial crisis. The retailer
changed their logo on October 6th, 2010, which featured a much smaller blue box compared
to the old logo and had the 'Gap' name written in bold fonts. The vice president of Gap stated
that "We believe this is more contemporary, modern expression. The only nod to the past is
that there's still a blue box, but it looks forward."
Immediately after the announcement of the change in the logo, consumers backlashed.
According to an article by the branding journal, it was reported that within just 24 hours, one
online blog had generated 2000 negative comments, a protesting Twitter account gathered
5000 followers, and the "make your Gap logo" site went viral, collating almost 14000 parody
logo redesigns. Why did all of these happen?
The Brand image, brand recognition, and emotional connection with the brand.
Although Gap wanted to reposition itself as much more contemporary and modern,
the consumers weren't ready to accept this. Hence, on October 12th, 2010, the
retailer returned back to its old logo.
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5. The company had to alter its strategy to reposition itself in the market just because the
consumers did not want that. Did you notice something in the above-mentioned example? If
you see the consumers were able to express their opinion and emotions directly with the
company through the social media platforms. This brings a whole new set of challenges and
benefits for companies. If they do something good, it might get them a fortune, but if they
make a mistake, they pay for it significantly. Recently, a cricketer from Zimbabwe took to
Twitter how he had to glue his cricket shoes since their entire team had no sponsors. Puma – a
German multinational corporation that designs and manufactures athletic and casual
footwear, apparel, and accessories, took the opportunity and twitted to sponsor the entire
team for their shoes.
This started a new chain of tweets that appreciated Puma for sponsoring the Zimbabwe
cricket team when there was no one to sponsor them. This made Puma the heroin people's
eyes, which indirectly positioned themselves as being good. Why do brands have celebrity
ambassadors to promote their brand? It is found that people tend to copy celebrities, so when
a celebrity endorses a brand, the sales tend to increase for that particular brand—companies
leveraging the emotional aspect of the consumers to their benefit. The branding strategy
definitely affects the overall business strategy formulation.
Look around at the luxury industry; you will find the only way their set themselves apart is by
providing a unique consumer experience with cutting edge quality of the products. The way
they package the product, the after-sale services, the in-store experience all bring a premium
experience for the customers. That is what the Experience Selling Proposition (XPS) is all about.
Luxury brands often position themselves as independent companies and try not to associate
themselves with their parent company in public to maintain their Brand image in the market.
For instance, the British luxury automobile maker – Rolls-Royce Motor never associated
themselves with the BMW Group, which is their parent company, even though BMW Group is
looked upon as a group that manufactures luxury automobiles.
Upon closely looking at the evolution of the term 'Brand' and how that has affected the
formulation of business strategies, something evident that I see is that every time evolution
has taken place, it has to majorly do with what people care for and how special they feel. The
USP concept, the ESP concept, and the XSP concept all reflect that same trend.
So, going forward, I see the evolution taking place on two major trends—one on the lines of
people feeling special (new features or products or new experience). Today, when you hold the
latest model of iPhone in your hand – you feel special. Secondly, it is sustainable – a concept
that has, for the good, become popular among people. People have started to care more and
more about mother Earth than ever before.
Brand strategy is that part of a business strategy equation, which can change the potential
solution to the business problems. I am really excited about what the future holds about our
new perception of the term 'Brand' and how differently it changes the existing ways of
developing new business strategies in order to make a business successful.
THE FUTURE OF BUSINESS STRATEGIES
METRICS
Measure Everything that Results in Customer Satisfaction
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