The document discusses how to build a strong brand through commitment rather than short-term campaigns. It states that a great brand is created through a coherent story told by people outside the organization over time. Committing to core principles that never change allows a brand to build loyalty through consistent experiences versus constantly changing messages. The document advocates taking "baby steps" like focusing on auxiliary products and services that fill needs while targeting the right audience. It also stresses the importance of having a larger vision and value proposition to create the market and employee loyalty through a comprehensive connect program.

2. What Creates a BIG
Brand?

3. BRAND –
Collectively
what PEOPLE
SAY, FEEL and
THINK about
your
product, service
s and company.
3

4. A STRONG
BRAND –
A collection of
coherent ideas
and
experiences(?)
with a product or
service over
time.
4

5. A GREAT
BRAND –
A great
STORY…
mostly written
by the people
outside your
organization!
5

6. CREATING A
GREAT
BRAND-
Campaign or
Commitment?
6

7. CAMPAIGN-
Changing the
core brand
message to fit
to what people
want to hear
TODAY so that
they buy your
product or
services. 7

8. CAMPAIGNING-
Marketing for
Short term gains.
Leads to a constantly
changing STORY
People not sure what
to think of you?
8

9. CAMPAIGNING-
You don’t really have
a brand!
You have a product or
service with some
potentially interesting
Marketing…
With no LOYALTY. 9

10. COMMITTING-
Building your
brand on core
principles that
NEVER change.
Marketing for long
term GROWTH.
10

11. COMMITTING-
Creating an
coherent
collection of
brand ideas and
experiences over
time.
This creates Brand Loyalists. 11

12. So how do we
start?
12

13. Baby Steps-
- Do I know my brand?
- Do I believe in my
product or service?
- What about my
employees?
13

14. 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

15. Baby Steps-
- Auxiliary
products, snapshot
services.
- Filling the (in)significant
gap
- Target Audience
15

16. 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

17. Baby Steps @PAPAM

18. Baby Steps @PAPAM

19. The bigger Picture-
- The bigger value
proposition
- Filling the (in)significant
gap
- Creating the market
- A great vision.. 19

20. 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

21. Bigger Picture @PAPAM