1. Content for the Infomercial of an online merchandising brand EYANTRA:
Designed in the form of a business TV show BRAND NEW in which this interview is supposed to be
featuring EYANRA and its chief architect Phaniraj
ANCHOR: Hello and Welcome to BRAND NEW, the Business show on brands and the trends in the
corporate marketplace. The show that attempts to bridge the ever-growing gap between the
perceptions and the realities of Branding, the B and the C sides of it; Brand Equity and the increasing
focus on quantifying Brand’s contribution to the company’s bottom line etc.,
LOGO OF THE SHOW…
What makes the difference between a ho-hum brand and a truly great one…?
The company’s employees. Employees are the critical link between the company and customer.
Employees must actively deliver the company’s unique brand promise every day, all day. According
to a study by ‘The Conference Board’ two-thirds of corporate communications directors were
planning to increase their budgets for employee brand development or Internal Brand Building.
Perhaps the benefit of internal brand alignment can be summed up in a simple equation: Engaged,
productive and focused employees = delighted, loyal customer = business / shareholder value
In this BRAND NEW episode, we will focus on CORPORATE MERCHANDISING and how effective it is
as an Employer Branding and Corporate communication tool.We have in our studio a very special
guest, Mr. Phaniraj, the brain behind EYANTRA, India’s first Brand Merchandising Company.
Anc: Please tell us Mr. Phaniraj, how does brand merchandise communicate the corporate message
to the employees or the client
Phani Raj: Corporate Merchandise is about much more than just your logo on a shirt. On a macro
view point, it's about leveraging the power of your brand and building better relationships - with
your people, your clients and your community. Corporate Merchandise is an integral marketing tool,
an essential way to increase brand recognition through relationship marketing. And look at a micro
level, with the growing number of MNCs, the T Shirt as a garment has become a popular lifestyle
statement communicating the corporate message and helping adding value to the brand
… To Be Continued