BRAND STRATEGY

• BRAND BLUEPRINT

  Actionable Brand Framework

  BrandScape^®

  A Proprietary Brand Blueprinting Tool:

  • Better target group understanding
  • Precise identification of relevant brand benefits, equities, brand purpose & charter and brand character
  • Synchronisation of all brand elements
  • Clear directions for marketing plan that help evaluate which initiatives are in sync or out of sync with the brand strategy
  • Identify gaps/opportunities to strengthen brand performance

   

  This has been deployed across 4 big MNC organisations

  Brand Synthesis^®

  It’s a single page synthesis of the brand strategy that focuses on key strategic elements to help everyone in the organisation understand and appreciate the brand and its strategy better.

• BRAND ARCHITECTURE

  Meaningful and Synergistic Extensions/ Nomenclature

  RubberBrand^®

  • Extension possibilities to generate new sources of revenue
  • Brand elasticity to define stretch and no-go areas, given the current BrandScape
  • Looks at extension and stretch possibilities across functional attributes, form, values and emotions

  ArchiSieve^®

  • Mother-brand/sub-brand relationship to optimize marketing resources
  • Nomenclature strategy for easy consumer navigation
  • Graphic and design theme to build brand synergies

  BaseAudit^®

  • An audit of existing brand extensions to see their alignment with overall brand vision
  • Refinement/realignment of portfolio and clarify the role of each extension within the overall strategy

• COMMUNICATION STRATEGY

  Sustained Brand Platform and winning Media Neutral Idea

  • Extension possibilities to generate new sources of revenue
  • Brand elasticity to define stretch and no-go areas given the current BrandSacpe
  • Looks at extension and stretch possibilities across functional attributes, form, values and emotions

• Insight Mining

  

MARKETING STRATEGY

• MARKET ENTRY STRATEGY

  Where to play; Size of prize; Right to win; Best practices; Initiative Planning

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  COMPETITIVE SHADOW MAPPING

  Competitive mapping; SWOT; Game changing strategies

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  PROFIT IMPACT MEASUREMENT

  Measurement; Refinement and Reapplication

MARKETING INNOVATION

• MARKETING INNOVATIONS

  Breakthrough ideas and innovative concepts

  • Defining innovation challenge and platform
  • Structured ideation process IICQI that employs BIG and IdeaFunnel, our proprietary idea generating tool
  • Bank of qualified, tested and approved ideas
  • Monitoring and Review

• UNCONVENTIONAL MARKETING

  Unconventional engines to push strong brand building ideas at high ROI

  • Help build sustainable brand properties that can become strong brand engines in times to come
  • Proprietary 5 step process - FIGSI
  • Bringing the campaign idea to life beyond TV and print
  • Superior marketing ROI

• SHOPPER MARKETING

  Winning with Shoppers at the point of sale

  • Tested in-store communication solutions / prototypes in line with shopper marketing best practices, shopper understanding, brand equity and channel acceptability
  • We use our proprietary tools like ShadowShopper^® and SEEC^® to unravel shopper insights and develop retail solutions

CAPABILITY & COACHING

• COACHING & TRAINING

  Brand Building, Insight Mining, Communication Development, Market Research and Shopper Marketing

  • Skill gap identification in line with role and responsibilities – current and future
  • Development and deployment of aligned training program
  • 1 on 1 coaching for fine tuning knowledge and developing action plans
  • Development of draft brand blueprints and marketing plans with coaches

   

  We have run training sessions at various MNCs for marketing teams of over 30 people.

• TALENT SPOTTING AND DEPLOYMENT

  Spotting, evaluating and deploying right marketing talent at client organisations

  • Unlike placement firms, we have strong functional capabilities and a deep understanding of the subject of marketing and marketing services
  • Given that, we also do leadership mentoring. We also have a very good understanding of leadership traits that are sought and we evaluate the candidates on the same as well
  • Therefore, our ability to spot and evaluate talent is definitely better, even before the resume is sent to the client

• MARKETING LEADERSHIP OUTSOURCING

  End to end marketing solutions for SME enterprises, New entrants and IT Cos.

  • This service is focused on SMEs, IT cos. and foreign brands that need marketing support and direction. We believe that it is very difficult and/or very expensive for these organisations to attract/ retain pedigreed, proven talent. Hence, we step in as CMO for a pre-identified timeframe and groom talent from within to take over from us.
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  • As part of our responsibilities, we look at the following:
    • Alignment of marketing and business goals
    • Complete plan development in alignment with management
    • Identification, selection and management of execution partners
    • Total execution of plan with measurement and results