A strategic trading-up & trading-down insight on what will drive consumers to accept some of the pain points of your brand. What are you offering them to overlook your brand's negatives?

1. We can wear tighter than necessary jeans to look good in a party (holding our breath in
for more than 5 hours - occasionally escaping to the balcony or the bathroom to let
paunch out & breathe, wear heels for 8 hours and walk - only to come back home and
massage our feet, make sure our smart phone, tablet, laptop are charged for 5 hours
(before we go to sleep) or wake-up worried in the middle of the night and do it - if u've
forgotten…
Inconveniently convenient :o
#stratalogues

2. What is #stratalogues ?
#stratalogues is an effort to immerse in the consumer world and really get to know people, rather than
sitting in air conditioned cubicles and pretending to know consumers. People & their lives.
#stratalogues 2013 has been a 4 & ½ month journey through Uttar Pradesh, Andhra Pradesh and parts
of Coastal Tamil Nadu with more than 180+ hours of people-immersions. People from social-custodians,
retailers, traders, teachers, sociology & economics professors, journalists, theater artists etc;
Note: There have been a wide range of topics that we blogged, updated, tweeted, FB-posted which
possibly did not lead to total clarity on what were the focal points of #stratalogues.
The key focal areas are:
Digital triggers for heartlands (UX/UI, Social Media content drivers, Mobile phones, Laptops etc;)
Male grooming tirggers
Health care triggers
Urban/Rural migration (This is purely for a better understanding of the kind of things to come in
India)
#stratalogues is soley owned & completely done by @wolfzhowl

3. Who is @wolfzhowl?
@wolfzhowl is a behaviour & brand strategy consultancy, which believes in:
Problem-loving: We love all kinds of behaviour/brand problems. Whether it is the end-
consumer, influencer, sales force motivation issues, communication issues, perception
change issues, getting your HR team to incorporate your brand vision based KPI’s into
the evaluation system etc;…We feign over problems. So the specialization is in problem-
solving (yes! As undefined as that & facilitation of solution management &
implementation)
Un-tooling: Too many tools in the world. One tool does not fit all – hence we do
bespoke. Custom built solutions and approaches for unique problems. It’s painful for us,
but fruitful too.
Why the name wolfzhowl: Because it is about animal instincts, intuition and
transformation. Our inspiration to self & to others:
http://www.slideshare.net/ChallapalliKalyanRam/wolfzhowl-anthem-1

4. Source: #stratalogues
Processing:
• Digital triggers for heartlands (UX/UI, Social Media content drivers,
Mobile phones, Laptops etc;)
• Male grooming tirggers
• Health care triggers
• Urban/Rural migration (This is purely for a better understanding of the
kind of things to come in India)
What’s next?
Note: Some of the content is for our commercial purposes & for clients only,
while some more stuff we will be publishing.

5. …Howl