building an iconic brand - abcd model
DESCRIPTION
This deck talks about building an iconic brand by first understanding what makes a brand tick and then using a simple framework. Presented at Servion Custommerce National Convention 2014, Jaipur by Jessie Paul, author of No Money marketingTRANSCRIPT
Building Iconic Brands
About Paul Writer• Paul Writer’s vision is to raise the bar for marketing in India by
providing a community platform for marketers to develop and share best practices
• Paul Writer was founded in 2010 by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE
• Through its website, e-newsletter, marketing magazine and social media presence, Paul Writer has a reach of 30,000+ marketers and senior executives
• 1000+ senior executives have attended a Paul Writer conference in the past 24 months
• To recognize excellence in marketing, Paul Writer hosts award programs such as Hall of Fame, Futurist CMO Awards, Real Estate Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100), Chennai Hot 50 Brands
“The highest manifestation of life consists in this: that a being governs its own actions. A thing which is always subject to the direction of another is somewhat of a dead thing.”
St. Thomas Aquinas
Why Paul Writer
• Has the ability to track consumer preferences at the individual level. Can customize offerings as per these preferences
• Can predict purchases, using analytics and customer data
• On-the-fly pricing strategies are possible
• Wide variety of communication options available - digital, print, outdoor, wireless, direct, context-sensitive....
• Access to sophisticated tools to listen to the customer
Brands circa 2014
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• Youth (infants/children/teens/young adults)
• Women
• Senior citizens/Silver Spenders
• Newly affluent
• Health conscious (heart/diabetes/age/fitness)
• Nuclear families, singles, migrants
• Illiterate/semi-literate
• Luxury consumer, aspirant, value-seeker
Consumer Segments are Exploding
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• Whom am I?
• Why buy me?
• Why not buy someone else?
3 Simple Questions
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Defining who you are
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“Be more dedicated to making solid
achievements than in running after swift but synthetic happiness.”
- Abdul Kalam
Mindshare
Marketshare
Profitshare
A - Added Value B - Behavioral Change
C - Complexity D- Diffusion
It’s as easy as ABC
What is it that you, and only you bring to the customer?
On time (Indigo)Convenience (Uber)Longlasting (Bata)Intuitive Design (Apple)
A - Added Value
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“The middle of the road is a good place to get run over”
• Given sufficient reason, people will change their behavior. But it’s easier if they don’t have to.
• Across your touchpoints, do you measure ease of interaction? Or just ease of business?
• Are you a habit? A good habit or a bad habit?
B- Behavioral Change - How easy is it to work with you?
• The customer is not a moron. But we’d like to be.
• Iconic brands simplify things. Even difficult things. eg IBM, GE
C- Complexity
• How visible is usage?• How easy is sharing?• Are you embracing social
commerce?• Are you afraid of social
media?
D - Diffusion
You pull, not push.You have a brand story, not a sales pitch.Your customers are your friends.You are happy.
You know you’re an icon when
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“The middle of the road is a good place to get run over”
Thank You
Jessie [email protected]
+91 98451 33198
www.paulwriter.com
Paul Writer Strategic Services Pvt Ltd102, Trump Tower, 5/2 Eagle Street, Langford Town, Bangalore - 560 025
T: 080 4096 [email protected]