This document discusses branding strategies and introduces the brand consulting firm Vertebrand. It makes the following key points:
1) Vertebrand believes branding should involve enhancing business value by strategically improving every customer touchpoint rather than just marketing and design.
2) The firm develops comprehensive brand strategies aimed at systematically increasing a brand's intrinsic valuation over time through consistent relationship building with stakeholders.
3) Vertebrand takes a 360 degree approach to branding, orchestrating all aspects of a business from product to people to ensure all elements are synergistically aligned with the brand DNA.
Internationally acclaimed management cartoonist, author and brand management expert Prof. Prriya Raj will be
conducting an innovative Management Development programme (MDP) on Brand Management sharing brand
management tools and techniques to create, develop, sustain and grow powerful brands.
Reap the benefits of strategic branding for long-term corporate advantage in this two day MDP by attending the MDP or
nominating your key-executives responsible for brand-building and brand-related activities.
This document outlines the branding process used by Carty Design + Media. It is a 5 phase process that includes conducting research, clarifying strategy, designing identity, creating touchpoints, and managing assets. The goal is to establish direction, purpose, and energy for a company's brand. It affects all communications and promises kept to key audiences. An effective corporate branding process conveys the essence and character of a company to determine its viability.
The document discusses the functions of a company's Research and Development department. The department analyzes market data, evaluates competition, and identifies new business opportunities to help develop long-term corporate strategies. It helps address issues like missed targets, process failures, and unclear strategic plans. The department assists with strategic corporate planning, portfolio management, and market research and analysis to support the company's business strategy and maximize value.
The document provides a framework for branding strategy called the Brand Wheel. It evaluates 6 key areas: clarity of business personality and purpose, strategic planning, external communications, internal systems, team alignment, and ideal clients. Each area has prompts to help rate performance on a scale of 1 to 5 and identify strengths and weaknesses to improve brand messaging and positioning.
The document discusses a brand architecture model created by The Strategic Planning Group that places the customer experience at the core. It argues that the customer experience should be the central focus of brand strategy, as customers define the brand. Too often, organizations approach branding from an internal perspective rather than prioritizing the customer experience. The model is designed so that all other brand elements, such as marketing strategy and tactics, are aligned with and support providing a superior customer experience.
Miles Design is an award-winning branding firm that specializes in branding and design for professional services firms like architecture, software, legal, and consulting companies. They guide clients through a five-phase branding process called Bold Brand to discover the company's strengths and positioning, develop a brand strategy and identity, and deliver new branding materials. Their goal is to create a unified brand that is relevant to clients and clearly communicates a company's unique value in the market.
The document discusses four critical areas for Singapore companies to focus on in order to build strong brands that can grow within and beyond Singapore. The four areas are: 1) Understanding tangible and intangible aspects of brands, 2) Having a long-term brand vision and strategy, 3) Ensuring deep company-wide brand commitment, and 4) Measuring brand-building efforts. It provides details and examples for each area, and recommends action steps companies can take to address each area.
This document summarizes a workshop on branding and marketing. The workshop aims to:
1) Evaluate, challenge and understand the principles of branding as it relates to a business and its customers. Participants will learn how to create a brand promise, central brand management options, and differentiation in undifferentiated markets.
2) Understand the brand and how the brand promise is delivered through employees. Participants will learn the importance of branding throughout the organization and how to support the brand promise through their work.
3) Provide operational personnel an understanding of the brand and how the brand promise is delivered through people. Participants will learn how their work impacts branding and how to enhance the brand experience for customers.
Retail-Remedy delivers complete support solutions to retail companies and organizations looking to work with retailers. With over 200 combined years of retail experience, they help clients develop strategies to appeal to customers and drive sustainable profit growth. They take pride in providing objective and honest assessments while respecting their clients' culture. Their experienced retail specialists work to fully understand their clients' businesses and needs.
Brands behave like people; They want to be different, each brand has its own unique personality and offering. Brand Architecture is a structure which allows us to differentiate against brands in one company and allows us to keep the brands organized. The more brands in brand architecture, the more complex. Keep it simple, here are a few guidelines.
This document summarizes the services of Wingspan Performance Advisors to help businesses overcome market challenges and improve performance. Wingspan provides strategy development, marketing services, distribution management, training and development, organizational assessments, and talent acquisition. Their approach involves market analysis, testing hypotheses, developing plans, preparing organizations for change, and executing strategies. Past successes include generating over $150 million in new revenue, enrolling over 120 new dealer locations, and implementing Lean Six Sigma to save $500,000 annually. Wingspan is committed to delivering measurable value, understanding challenges, minimizing risks, and helping clients identify improvement areas.
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
This document provides information on Riskpro India Ventures Pvt. Ltd., a risk management consulting firm with offices in New Delhi, Mumbai, and Bangalore. It outlines Riskpro's mission to provide integrated risk management consulting services and their value proposition of delivering high quality services at competitive prices. The document also describes Riskpro's network presence, sales and marketing audit services, and risk consulting services covering areas like feasibility studies, regulatory compliance, and corporate structuring. It highlights Riskpro's experienced team and clients across various industries.
This document discusses developing marketing strategies and plans at different organizational levels. It covers assessing market opportunities and customer value to design value propositions. Value is explored, created and delivered through the value chain. Strategic planning occurs at the corporate, division, business unit, and product levels. Growth opportunities are assessed and generic strategies like cost leadership and differentiation are considered. The marketing plan summarizes what is learned about the marketplace and how objectives will be reached.
The document provides a summary of the Lone Cub 2012 quiz finals conducted by the Karnataka Quiz Association. It describes the various rounds of the quiz including a written round with photos to identify, a clock-wise round with general knowledge questions, a long visual connect round involving identifying types of hairstyles, and an anti-clockwise round. It provides examples of some of the questions asked and space to write answers.
A group of seven beedi workers in Koomankavu joined the local Beedi Workers' Union. They would meet secretly with partisan ideologues from Palghat town who would read prophecies to the workers. When asked what an "X" represented, the beedi workers correctly replied that it referred to the famous opening line from The Communist Manifesto - "A spectre is haunting Europe". This showed that the workers were becoming educated in leftist ideology through these secret meetings.
Anakhronos'13 Movie Quiz Prelims AnswersTamal Dutta
1. The director of a movie discusses the supporting character X from the movie. He says audiences have connected with X and he receives suggestions online about developing X's character further, including giving him a family background.
2. Rotten Tomatoes was launched in 1998 as a side project to collect movie reviews. It was later acquired by IGN Entertainment and then Flixster.
3. The plot summary describes a family vacationing in Morocco who accidentally discover an assassination plot and the conspirators try to stop them from interfering.
XIMB Quizzing League 2015 : Movie quiz FinalsRachit Jain
1. The document provides information about Bollywood movies, actors, and trivia. It includes questions about movies like Anjali (1990), Hasee Toh Phasee (2014), and Lamhe (1991). It also mentions actors like Dev Anand, Amitabh Bachchan, James Franco, and Anil Kapoor. The questions connect certain images or facts to famous Bollywood families, movies, or events.
The document provides details about a movie quiz organized by the Film Club of DA-IICT. It consists of 12 multiple choice questions about movies, directors, actors, and other details related to the film industry. For each question, hints and answers are provided. The questions cover topics like movie soundtracks, plots being compared to other works, identifying presenters, decoding poker hands related to movies, quoting poems and dialogues, references in movies, song sequences, plays and films adapted from other works, cult movies, and Oscar winners.
The document provides a quiz with multiple choice questions about India. Some of the questions are about famous Indian personalities like Raja Ramanna, the "Father of India's nuclear program" and Palagummi Sainath, a journalist and writer. Other questions test knowledge about Indian history, mythology, art, cinema and current events. The quiz is divided into two rounds with the second round featuring more difficult questions than the first.
The document describes a trivia game being played with multiple rounds and questions. Round 1 involves listing recipients of the Bharat Ratna award. Round 2 involves identifying public figures from clues about their backgrounds. Further rounds involve filling in blanks, identifying images, and answering general knowledge questions correctly to earn points. The game involves various rules for scoring points depending on bouncing or pouncing on questions.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
Anthem helps brands create compelling experiences through strategic design that builds businesses. They analyze categories, consumers and competitors to develop brand strategies informed by insights. Anthem then articulates the brand positioning and develops visual and verbal identities. They offer full design services from strategy to identity design, system design, and deployment including production and premedia. The goal is transformative brand ideas executed precisely to capture competitive advantages.
1. Developing a market strategy involves studying how to exploit a firm's resources to achieve marketplace success, deciding on actions, and updating the strategy during implementation.
2. Business strategy is the cornerstone for market strategy and involves understanding a firm's core competencies, capabilities, and partners' resources to craft fundamental value-based strategies like product leadership, customer intimacy, and operational excellence.
3. Effective market strategies are informed by business strategies focused on unique resources and delivering superior customer value through innovation, customization, or efficiency.
Here are some potential opportunities and intentions to avoid common pitfalls:
- Focus on creating unique value for customers rather than trying to be the best
- Target underserved customer needs rather than competing on price alone
- Consider all stakeholders' interests, not just power/profit battles between parties
- Leverage core competencies to their fullest rather than spreading resources too thin
- Build on existing strengths and adapt to changes, rather than disruptive transformations
- Pursue opportunities aligned with your mission that you can realistically achieve
The key is to identify opportunities where you can create differentiated value for customers in a sustainable way, given your strengths and environment, rather than unrealistic aspirations to be the best or disrupt at all costs.
This document provides an overview of iLEAD Consulting, a management consulting firm that aims to provide enabling solutions to small and medium enterprises. It discusses iLEAD Consulting's practice areas which include marketing strategy, IT solutions, production and operations, HR solutions, startup consulting, and growth strategies. It also outlines iLEAD Consulting's approach, which involves understanding the client problem, researching available information, identifying potential alternatives and developing analytical models to quantify financial benefits. Finally, it discusses iLEAD Consulting's principles of pursuing high standards of excellence and focusing on delivering unbelievable results to clients.
Developing an effective B2B marketing strategy requires studying how a firm can exploit its resources to achieve short and long-term success. It involves determining the business strategy, which is based on core competencies, capabilities, and partner resources. The business strategy then forms the foundation for the market strategy. Developing the market strategy requires understanding what is known in the market, goals to accomplish, and how to implement the strategy. An iterative process of planning, implementing, and updating allows the strategy to adapt over time based on learnings.
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
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As marketing becomes more complex and diversified, driven by technology, marketers are finding themselves managing increasingly larger and more complex agency and supplier rosters. The traditional procurement approach of developing supplier panels based on capabilities and services no longer works in this complex environment. This presentation provides a strategic process for developing a roster of suppliers aligned to the marketing strategy which delivers alignment of the suppliers to that strategy.
The document discusses creating a marketing plan, including analyzing the market environment, defining marketing strategies and objectives, and developing tactical plans for the marketing mix, distribution, trade marketing, internal marketing, and front-end relationships to implement the overall marketing strategy. It also addresses potential issues that could arise in enforcing the marketing plan and opposition to formal planning.
Brand Management Consultant having expertise in business planning & strategy, brand & marketing strategy, sales & distribution strategy, Market Entry & distribution Expansion, Market Research & Opportunity Assessment.
This document provides a framework for digitalizing a business in 1000 days. It outlines a 7 step process: 1) Set targets and goals for sales, marketing, e-commerce and support. 2) Crystallize the brand strategy. 3) Define the digital business culture and organization. 4) Make strategic choices about what will and won't be done. 5) Create annual must-win battles and timelines. 6) Design the development portfolio of projects, tools and organization. 7) Design action plans and processes for planning, organizing, leading and controlling the mission. The overall goal is to capitalize on digital business models within 1000 days.
This document discusses brand strategy and architecture. It defines brand strategy as the central unifying idea that aligns behaviors, actions, and communications across services to build on a vision and business strategy. It illustrates who you are and what you do to define positioning, differentiation, and competitive advantage in a way that resonates with stakeholders. The document then discusses types of brand architecture including monolithic, endorsed, and branded models, and considers which may match a company's desired attributes based on business strategy, structure, client needs, values, and brand synergies. Finally, it outlines the process for developing a brand strategy and architecture through discovery, strategy development, design, testing, implementation, and maintenance.
MarketGate Consulting is a strategic business and marketing consultancy firm that grows brands and companies through winning business and marketing strategy development , branding and execution planning.
The company was founded by Shripad Nadkarni and Sharda Agarwal, both of whom have had extensive experience in leading business groups, marketing and sales teams over two decades.
Schweiger & Associates provides services to help organizations with strategic planning, market research, mergers and acquisitions, leadership development, and strategy execution. They help clients identify growth opportunities, develop winning strategies, and implement strategic plans through customized solutions and proven processes.
Steve Budra has extensive experience leading marketing strategies that have generated significant revenue growth for companies. As highlighted in testimonials, he is praised for his creativity, vision, ability to execute plans, and delivering great results. His background includes tripling revenues for a graphic arts supplier through rebranding and international expansion, and increasing product revenue 400% for a business forms manufacturer through affiliate partnership strategies.
Steve Budra has extensive experience leading marketing strategies that have generated significant revenue growth for companies. As highlighted in testimonials, he is praised for his creativity, vision, ability to execute plans, and delivering great results. His background includes tripling revenues for a graphic arts supplier through rebranding and international expansion, and increasing product revenue 400% for a business forms manufacturer through affiliate partnerships.
TrancendOrb Brand Consulting & Design 2015-16 deck of work Prathish Nair
At TrancendOrb, we believe that a brand is an important intangible asset and if nurtured well could have some tremendous paybacks to meet the challenges of the category, competition and economy as a whole. Trancend believes in developing transformations to create path breaking brands for business growth . Our interventions in KLF Nirmal, Livpure , Minera Group & Loiee Foods, Coconad, Sonarome, Livguard, FifthGear Gizmotronics and many more.
Aidias provides business affiliation and growth services to help companies expand. It offers expertise across various areas including strategy, training, market research, and corporate identity. Aidias works as an extended team to evaluate businesses, develop recommendations, and implement solutions to improve performance, customer service, and facilitate growth both within and outside of India.
The Rudder Group provides growth strategies and mentor capital to technology companies. They develop strategic and tactical plans to help companies through every stage, from securing funding and product launch to growth, global expansion, and mergers and acquisitions. The Rudder Group team has extensive experience in corporate development, product management, marketing, and more. They aim to accelerate clients' time to market, revenue, profitability, and exit.
1. Branding in today’s environment
• In today’s market-place brands are bought for a variety of reasons
beyond just the name or the physical appearance.
• This is true for any product of service, across any industry sector.
• Branding hence encompasses not just the marketing function, but every
department in the business organization.
• That’s why, we believe it should no longer be called ‘branding’ - we call it
“Vertebranding”.
4. A brand is not the face of a business – it is the backbone
• Hence, visual identity and communication design are the consequence of
a business strategy – they don’t define the brand in totality.
• At Vertebrand, we therefore evolve brand strategies aimed at
systematically enhancing business value.
• Based on a comprehensive understanding of every ‘moment of truth’ in
the relationship between the brand and its multiple stakeholders, the
brand strategy directs all the 5 Ps of the marketing mix – product, price,
place, promotion and people.
• Branding is therefore a journey that involves the consistent monitoring
and strengthening of these moments of truth to continuously increase
the intrinsic valuation of the business.
5. Who are we relevant to
•Any business or brand which has been in the market for years / decades
and needs to be rejuvenated.
•A start-up venture which desires to quickly achieve market leadership and
build brand value within the constraints of limited marketing budgets.
•Market-leading brands which are today stagnating or languishing in the face
of stiff competition in a new, crowded market-place.
•Growing businesses keen on accelerating their brand value towards an
objective of listing in the capital markets, in the medium-term.
6. Key Benefits
• Optimizing marketing & communication budgets to maximize return on
investments.
• Systematically improving valuation of the business-brand pre & post
IPO.
• Creating a branding code of conduct within the organization to align all
internal employees to Company’s vision & goals.
• Orchestrating performance of varied communication & business
partners to ensure that all their output is consistently synergistic with
the business’ brand DNA.
7. 360 degree approach covering all the 4 p’s
• Brand positioning and launch
strategies
• Physical brand design and corporate
identity
• Channel structuring and building
• Marketing and communication
planning
Sales Marketing
• Outsourced brand management
• Recruitment standards People Business • Opportunity assessment
• Training • Measuring and tracking brand health
and performance
• Sensitizing stake holders
• Brand valuation/ Facilitating
purchase and sale of brands
• Entry and growth strategies
8. The ‘means’ is as important as the ‘end’
• Continuous focus on knowledge • Specialized tools and processes
gathering and collation
• Experience in all sectors
• Experience of partners and associates Knowledge Strategy
• Accumulated knowledge from projects
in all sectors
• State-of-the-art studio
Execution Design
• A national team for developing • Senior Creative Professionals
brand-focused marketing
communication plans and executing
them
9. Who we are
• Vertebrand is India’s pioneering initiative in brand value engineering
• An exceptionally-talented and experienced team of professionals from
premier Engineering & Management Institutes, with years of
experience in blue chip organizations across diverse industry sectors.
• Methodology and systems built over a decade of working with leading
Indian brands
• An Indian company which understands the Indian ethos in which
brands need to be nurtured and built
10. Composition of our Team
• Brand and marketing strategists
• Business and valuation experts
• Market researchers and analysts
• Advertising and communications specialists
• Channel strategists
• Digital branding and marketing experts
• Training and organization priming professionals
11. The ‘Science’ of branding
• Building Brand Value is the consequence of a strategic process.
• Evolved by design, not created by default.
• This process should be scientific, logical and verifiable.
• The process should also address every component of the brand value
chain
12. Proprietary tools aimed at end-to-end brand value building
Opportunity Strategic Physical Tracking and
Placement Sensitization
analysis Identity Identity Measurement
Opportunity and Brand Positioning Physical Identity Brand Sales and Disseminating Tracking your
Environment Audit Distribution Plans brand mission brand’s strength
Communication Marketing and Strategies and vision
3-year Brand Plan Communication Identifying your
Business Plan units Organization brand’s strengths
Blueprint structure and and weaknesses
Building
Budgets Suggesting remedies
Execution of these
strategies Brand Valuation
13. Scope of services
• Mind-to-market brand launches
• Brand rejuvenation and re-positioning strategies
• Brand health assessments
• Business brand due diligence
• Brand valuations
• Brand identity development
• Brand Placement – Channel and sales organization building
• Brand sensitization – training stakeholders and
aligning with brand code of conduct
• Outsourced brand management
14. Industries we cater to:
• Agri business and foods
• Industrial products and services
• Consumer and Retail
• Fashion, Textile and Luxury
• Auto and Auto Ancillaries
• Healthcare
• Technology and Telecom
• Education, Entertainment and Hospitality
17. Leadership team
• Raghu B Viswanath (Founder and MD)
Before establishing Vertebrand, Raghu spent over a decade at the helm of brand management
at leading companies like SmithKline Beecham Consumer Healthcare and Titan. A celebrated
speaker at brand summits across the world, his vision and astute business strategy have
steered many of India's biggest brands to the top of the ladder.
• Ronald J Palat (Management Advisor)
Among the pioneers of retail in India, Ronnie, as he is fondly called, introduced brands like
Mothercare to the country's big cities in, as far back as, the 1980s. With over 30 years'
experience across apparel, luxury retail, consumer durables and technology, he has been a
strategy consultant to a host of Indian and International organisations.
18. Leadership team
• Nalin Khannaa (President)
Nalin brings expertise built over 30 years of experience in top management positions across
industries like FMCG, Plantations, Commodities- Trading and Infrastructure. Prior to
Vertebrand he has served as the CEO of Best and Crompton Engineering as well as Director
and Chief Executive of Parry Agro Industries Ltd.
• Anustup Datta (Chief Strategy Officer)
Anustup's expertise lies in the areas of Brand Strategy, Brand Identity Creation, Corporate
Planning and Market Research, honed over seventeen years in Titan, SmithKline Beecham
Pharmaceuticals and Vertebrand. He also specializes in Brand Valuation, Brand Due Diligence
and Brand-related M&A, and has been guest faculty at several premier management institutes
in the country.
19. Leadership team
• Parthasarathy Pingali (Chief Acquisition Officer)
A Mechanical Engineer by education, Parthasarathy draws from 30 years of learning in Sales,
Marketing and Product Management while working with Escorts, Parry Engg., Kirloskar and
Voltas. A B2B brand strategy specialist, he has significant domain expertise in import/export
and marketing of industrial goods.
• Syed Haque (Associate Vice President)
Syed has 15 years of experience in consulting and practicing manager roles. His expertise
spans areas such as Strategic research/Corporate Planning, Business Plan Formulation and
Brand Valuation. Prior to Vertebrand, he has worked with Titan, Reckitt Benckiser, Tata
Strategic Management Group and Ernst & Young
20. Our mission
To create and grow brand value for businesses across diverse sectors, using a
combination of passion and intellect through a true partnership engagement model with
the client, sharing both risks and rewards.