1. Paul Writer - An Overview
Writer: n A person entrusted with managing a tea
or coffee estate including the marketing and operational
management. A trusted advisor of the estate owner.
Origin: Colonial English.
Paul Writer: n A trusted advisor to brand
owners.
PHOTO COURTESY AGUSTIN RUIZ, FLICKR

2. What do we do
Brand & Positioning Strategy
Creating a marketing plan
Advisory Validating the current plan
Creating a marketing calendar
Optimizing allocations
Plan Developing the execution eco-system
Marketing org design
Management Program Managing the Marketing Plan
Paul Writer hosts conferences for
practitioners and senior executives
Conferences with a passion for marketing.
Workshops are customized for each
client. Though the delivery of the
workshop is usually one day pre-
Training work is often required to maximize
the impact of the session.

3. Advisory: Areas of
Engagement
PREMIUM
BRAND GROWTH
POSITIONING
•MAPPING OF THE CURRENT AND
TO-BE SERVICE/PRODUCT •BROAD BASED AWARENESS
OFFERINGS ARTICULATE THE VALUE CAMPAIGN THROUGH SELECT
•ARTICULATE THE DISTINCTIVE PROPOSITION OF THE COMBINED MEDIA CHANNELS CUTTING
POSITIONING ENTITY ACROSS EARNED, PAID, OWNED
•CUSTOMER MINING: MEDIA
•3600 COMMUNICATION PLAN TO •ACCOUNT BASED •POSITION THE COMBINED ENTITY
KEY STAKEHOLDERS MARKETING & AS A GO-TO AUTHORITY ON
•INTERNAL BRANDING RELATIONSHIP OUTSOURCING
•CUSTOMER COMMUNICATION MANAGEMENT •ONLINE COMMUNITIES
•SALES MESSAGING PROGRAM(CUSTOMERS) •SOCIAL MEDIA
•INVESTOR RELATIONS •INFLUENCER RELATIONS •THINK TANK
•SPEAKER BUREAU
•ANALYST/SOURCING (ANALYSTS, INFLUENCERS, •AGGRESSIVE PROSPECT MINING
RELATIONS ACADEMICIANS) •LEAD GENERATION AND LEAD
•PARTNER MARKETING NURTURING PROGRAMS
(STRATEGIC ALLIANCES) •INFLUENCER MAPPING

4. Advisory: The
Value Proposition WHY NOT BUY
SOMEONE ELSE?
DIFFERENTIATORS
This is the one attribute which
differentiates the brand from the other
firms.
✤ What is the space you can own in the mind of the VALUE ADDERS – CUSTOMER BENEFITS
customer? It is very difficult (and expensive) to
dislodge an incumbent. What differentiates your WHY BUY
ME?
These are benefits that your clients appreciate and which not everyone in the
industry offers.
offering? These would be the answer to the “Why buy me?” question.
TABLE STAKES
✤ Positioning begins with clear, definitive answers to Derived from a gambling term, it means the basic offering/customer benefits
required to play in that industry.
✤ Who am I? WHO AM I?
✤ Why buy me?
SATISFICERS
✤ Why not buy someone else? Elements which are indispensable and without which you cannot attract clients.
✤ The output of this exercise is Paul Writer’s proprietary PAUL WRITER’S BRANDING HOUSE TM
Branding House
✤ Do you have the better mousetrap, better cheese, or Vision Environment
both? Your position can be built around core or
surround branding depending on your assets and People Input Core
Elements Service
Output
Impact
Community
Surround
Surround
strategic intent. Delivery Facilities Attributes Investor
Returns
Price
✤ The output of this exercise is the Core-Surround Country of origin Industry
Development
Attribute Map Executive
Management
Corporate Core
Governance
Elements that are directly related to service performance
Service Delivery Quality Business
Process Benefits
PAUL WRITER’S CORE-SURROUND ATTRIBUTE MAP TM

5. Advisory: Brand Premium -
generating excitement about the
brand
✤ Identify key stakeholders relevant to communicate the newly
created brand identity
SAMPLE BRAND MAP
✤ Construct a ‘message map’ that will govern the content of SOURCE: NO MONEY MARKETING, BY JESSIE PAUL, TATA MCGRAW-HILL, 2009
communications with each target audience. The messaging
has to be unique and try to capture a superlative ie only, first, Levers Channels Goals
best
•• Executive
Executive • Thought
+
Branding
Branding 1. Become the thought
=
Leadership
✤ Define the most appropriate language and tone of voice for leader
each target audience •• Pricing
Pricing
• Public Relations 2. Become the face of
the industry
•• Country of
Country of
• Awards 3. Pride of ownership
Origin
Origin
✤ Prioritize the brand levers and brand channels appropriate to
each set of target audience •• Sustainability
Sustainability • Online Presence
✤ Define the marketing outreach plan
✤ Identifying the delivery network and organizational structure
for marketing
They really understand the pulse of consumers and give you a clear-cut idea
about human behavior, which is the genesis of any successful campaign. We are
very happy with the outcomes that we have been able to develop together.”
Garima Sinha, Head - Marketing, Ramco Systems

6. Program Management:
Elements of a Marketing Plan
Awareness Media Relations Influencer Relations
Thought Leadership Prospect Mining Online
Collateral Partner Marketing Customer Mining
Paul Writer came up with innovative ideas and helped us
build the right marketing ecosystem with specialists for
media, digital etc.
Ashok Soota, Chairman, Happiest Minds

7. Training
Paul Writer conducts workshops in the following areas:
Positioning Strategy
Brand Blueprint
Digital Media for Marketing Practitioners
Digital Media for Senior Executives
Content Marketing
Effective PR for Marketing Practitioners
Executive Branding for Senior Executives
Brand You
Self-Actualization - a Marketing Perspective
Marketing Plan Evaluation and Optimization
Jessie Paul of Paul Writer conducted a well-researched training
session on Social Media marketing for B2B companies at the Aegis
Global Marketing Conference 2012.
Sanjoy Gupta, EVP- Marketing, Aegis Global

8. Conferences
Paul Writer hosts conferences for practitioners and senior
executives with a passion for marketing. The conferences are
of two types:
Paul Writer Brand Properties - these include The Futurist CMO
Conclave and Great Indian Marketing Summit and CMO
Roundtable Breakfasts. Co-hosted by multiple sponsors, these
attract between 50 and 100 CMO attendees depending on the
format. Previous sponsors include IBM, Dell, Unmetric, Vdopia,
Strategic Outsourcing and One97
Paul Writer Co-hosts - these programs are created in
association with a partner firm and custom-designed around a
specific objective. Previous co-hosts include IBM and
Strategic Outsourcing.
Jessie Paul is also a popular speaker at marketing, business
and diversity programs, both in India and abroad.
The quality of attendees and speakers was fantastic. With CMOs from the best companies in the country
presenting and interacting there was so much to learn. It was a pleasure to meet with peers from the
industry and exchange notes.
Dharini Mishra, Global Head - Group Brand Management, Suzlon

9. Jessie Paul is the managing director of Paul Writer, a marketing
advisory firm she founded in 2010. Previously, as Chief Marketing
Officer of Wipro’s IT business, VP & Head - Marketing, iGATE
Global, and as Global Brand Manager at Infosys, Jessie Paul has
been recognized for her contribution towards putting the Indian IT
industry on the global map.
With over 18 years in services marketing, including a stint with
Ogilvy & Mather Advertising, Jessie is considered an expert in
services and B2B marketing and has been recognized as a nextgen
entrepreneur.
In 2009, she authored a book “No Money Marketing,” which
became Tata McGraw-Hill’s fastest selling professional book.
Jessie has been a columnist for publications such as Deccan
Chronicle, Inc India, Business World and is frequently quoted as a
marketing expert in publications such as Economic Times.
Jessie Paul holds an MBA from Indian Institute of Management
(IIM), Calcutta and earned a bachelor's degree in computer science jessie@paulwriter.com
and engineering from National Institute of Technology (NIT), Trichy.
Jessie’s profile can also be viewed on wikipedia.com +91-98451-33198
PHOTO COURTESY POWRU, FLICKR