1. What is the Territory of the Brand? Six inches wide Grey and wet Mysterious

2. Contents Branding Process Brand Building Understanding Branding

3. Module 1 Understanding Branding Understanding Branding Brand Building

6. Module 1 - Stage 1 From Products to Brands Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

8. Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ … A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Understanding Branding Brand Building Exercise Architecture Management Attributes Products to brands

9. Module 1 - Stage 1 From Products to Brands …… .a short-hand that communicates powerfully & reduces uncertainty

10. Fevicol Case

11. Fevicol Case

12. Fevicol Case

16. Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name

19. Module 1 - Stage 2 Attributes A brand’s logotype should be deigned to fit both eyes. Immutable Law of Shape

21. Module 1 - Stage 2 Attributes

22. Module 1 - Stage 2 Attributes A brand should use a color opposite of its rival Immutable Law of Color

23. Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

26. Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity

27. Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea.

30. Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word

31. Module 1 - Stage 2 Attributes

38. Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings

39. Possibly even a third or a fourth brand..

44. Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus

45. Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist

48. Module 1 - Stage 4 Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope.

49. Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’

51. Module 1 - Stage 4 Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.

65. Contents Branding Process Brand Building Understanding Branding

66. Module 2 Brand Building Brand Building Understanding Branding

72. Module 2 - Stage 1 Brand Audit Mind Mapping Technique Draw An Egg Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

73. Module 2 - Stage 1 Brand Audit Mind Mapping Technique Put Ten Legs on It Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

74. Module 2 - Stage 1 Brand Audit Happiness  Mind Mapping Technique Put Happiness in Centre Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

75. Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win Mind Mapping Technique Write 10 Associations to Happiness Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

76. Module 2 - Stage 1 Brand Audit Happiness  Choclate Beer Cricket Win World Champion Bad Bowling Sachin100 Mexican Wave Mind Mapping Technique Take 1 branch and add associations Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

82. Module 2 - Stage 1 Brand Audit Branding Audit Example: Eveready Associations KEY OTHERS ‘ Memories of using it in my village fields during night’ TV AD MAKES LITTLE IMPACT ON MOST CHILDHOOD MEMORIES ‘ Was it a truck? Everything lights up’ AGE OLD ASSOCIATION ‘ Using it since a child…first used the white cell now use red’ PREFERRED BRAND ASSOCIATIONS ‘ lasts longer’,’does not melt in summer’, ‘leak proof’ ‘ Red colour in wall paintings, ‘Some animal ..was.is it a panther’ THOUGH DISTINCT DON’T REPRESENT STRONG BRAND INVOLVEMENT Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

87. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit After a rigorous Brand Audit we are ready to make a connection triangle

98. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit What I like it Consumer UHT Why I value it Brand Why I trust it

99. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Alternative Pale Pilsner Consumer UHT Don’t measure life by the number of breaths you take, but by the number of breath-taking moments you take in Brand Irreverent, impulsive, devil-may-care, live for the day

100. Module 2 - Stage 2 Connection Triangle Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Product Benefit Quality adhesive Consumer UHT Bonds of family/ friendship/love usually break Brand A bond that will not break

106. Module 2 - Stage 2 Connection Triangle There is nothing that a thief cannot break. However from my end I know that the theft has not happened because of my carelessness Key Consumer Insight Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

108. Module 2 - Stage 3 Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy

109. Module 2 - Stage 3 Big Idea What is the Big Idea in this visual?

112. Module 2 - Stage 3 Big Idea Think Different One definition of insanity is doing the same thing over and over again, expecting a different outcome

113. Module 2 - Stage 3 Big Idea

122. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit “ What if?” A Brainstorming Tool that challenges convention

125. Module 2 - Stage 3 Big Idea

127. Module 2 - Stage 3 Big Idea What If.. we all go mad?

130. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit Mining Insight Drives powerful brand building

132. Module 2 - Stage 3 Big Idea Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit The springboard is ready for the creative agency to leap

136. Module 2 - Stage 4 Evaluating Advertising Understanding Branding Brand Building Evaluating Advertising Big Idea Connection Triangle Brand Audit

137. Module 2 - Stage 4 Evaluating Advertising Finally The consumer is not a moron, she is your wife

138. Final evaluation of brand building is whether it motivates her

139. “ You see, all the right things are written in books and research papers. The trick is to ensure that there is no gap between what is written in the books and your vision; from what is happening on the shop-floor and what is going on in the marketplace. That is execution. That is what makes the difference” Mukesh Ambani