Anisha Motwani on Brand Building

Published on 2020-08-22 by Ashok Be

Brand Building

• output is an art
• process is a science

3 parts

"You can't top pigs with pigs!"

Trust Code

Old companies

• Lineage/heritage
• Size
• Honesty

New age companies

• Performance / Efficiency
• Differentiation (topping pigs with pigs, NOT)
• Reliability

Trust has become very fragile...

Branding, Marketing, Advert

• branding is about creating a pull
  • strategic marketing
• marketing is about creating a push
  • tactile marketing

Branding

• It is what they talk about you when you are not in the room!
• What is the 3 words that captures what your brand means
  • you are not building your brand if you just advertise with a problem statement in mind

Brand Journey

• why do you exist? Reason for being?

  • if you don't exist tomorrow, who will it impact and how?
  • craft your purpose
    • "our purpose is to give happiness to families" - Disney

• "Make India defecation free"

  • how do you do it?
    • stakeholders - women
    • village panchayat heads
    • 300,000 lives have been saved - 4 years in the running

• Aravind was inspired by McDonald

  • why can't we Mcdonaldize the eye care - now only Rs 800 - to give site to everybody?
    • if you pay Rs 2500 - you can fund the operation of two other patients
    • 100 surgeries in a day

Volvo - how they have positioned themselves as the "SAFE CAR" - when they are willing to buy, think only about "safety"

• use a car crash survivor to become the salesperson
• a parking space in the mind of the customer? which one have you occupied?

POSITIONING - is one or two words. It is your emotions or feelings or words that are invoked when you speak about it - that's your filter - do you want to change it - it is a journey - but begin it

Storm the Norm Way

The workshop that makes this happen - without burning a whole in the pocket

• 10 marketing shortcuts

  1. no management book will teach you

     • leverage your logos
       • in 64 years, they have emphasized social distancing

  2. use your physicals / packaging to tell a story - thanking COVID warriors - use your own assets

  3. Be sensitive and be topical - Stay top of mind - staying relevant

  4. open new market segments - the bowling alley approach

     • different ideas - broadbasing the market - but scheduling is important (don't confuse it)

  5. Trigger an infectious meme for your brand

     • alcohol is very bitter - tequila
     • Rs 442 for a whole room - eyes and ears open to what is already popular in the marketplace ...how does your brand ride on it?

  6. Leverage the "halo" effect

     • be in their vicinity - and it will have an effect

  7. Every touchpoint is a medium

     • insurance dealers' homes was used to put the logo

  8. co-promotional partnerships

     • complimentary products

  9. PR - an important part of your strategy

     • become your own brand influencer

  10. Cause marketing, fastest route to gaining trust

      • don't be shy to promote your CSR activity