Building An Iconic Brand - ABCD Model
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Transcript of Building An Iconic Brand - ABCD Model
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
Image: IndiaCircus.com
• 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
Image: IndiaCircus.com
• 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
Image: IndiaCircus.com
“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
Image: IndiaCircus.com
“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]