1. ‘brand-@itude’
‘brand-@itude’
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor.
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
: 43 Imperial Court, 33/2 Cunningham Road, Bangalore 560052
: +91-9900523170.
: brandattitude@yahoo.in : www.brandattitude.org
: ‘brand-@itude’

2. ‘brand-@itude’
A quick exercise
Hello...
My name is _____________
and I am a/an ______________ in this Agency
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and I am a/an ______________ in this Agency

3. ‘brand-@itude’
How…
to be a SUCCESSFUL Communications ProfessionalNot
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to be a SUCCESSFUL Communications ProfessionalNot

4. ‘brand-@itude’
How to woo gals in college
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Or,
In search of fresh narratives

5. ‘brand-@itude’
? !. ,/ ;
“ ” +
Flirting with girls,
competing with Linda Goodman
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>
=
“ ” : ( )
+
x %
@

6. ‘brand-@itude’
“An invasion of armies can be resisted
but not an idea whose time has come”
Victor Hugo
Seed of an Idea... 20 years later
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name logo ID

7. ‘brand-@itude’
We can already visualize the day, when voice will be just one
application of the phone... Leading us to wonder why we still
refer to it as a ‘phone’
“Only you agency-types use words like ‘innovation’.
Give me a word that the man-on-street uses”
Sanjeev Aga
The Name
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Sanjeev Aga
OldGen
to
NextGen
Mass to
class
Glocal
Beyond
voice

8. ‘brand-@itude’
The Logo
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My brief to the Agency

9. ‘brand-@itude’
aspirationreality
48 hours in 24 hours
Freedom
from
Freedom
to
The Identity... Life’s 2 basic truth
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Expands time to maximise life
Enables you to overcome the barriers of time & space
Stimulate. Innovate. Liberate.

10. ‘brand-@itude’
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11. ‘brand-@itude’
What an idea... Sir-ji
No idea? Get Idea!
An can change your life
+ve, refresh, energise
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No idea? Get Idea!
Honey... Bunny
Ullu mat banaoing

12. ‘brand-@itude’
‘labour Pains…
the art of brand parenting”
“brand-@itude’... in a world filled
with Choices; give me a Reason”
2
proprietary
concepts
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13. ‘brand-@itude’
Stake-holders
it not only affects the market
performance but plays a larger role Business partners
Why is the Brand so important
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
Irreplaceable Asset
All other assets can be replaced, not
the brand
The most
valuable
asset of an
Enterprise

14. ‘brand-@itude’
Rank 2014 BRAND
BV ($ Bn) EV ($ Bn)
BV/EV (%)BrandZ Millward Brown: Source:
Most Valuable Brands 2014 ycharts, 20th. Aug 2014
1 159 341 47
2 148 595 25
3 107 226 47
4 90 310 29
Most Valuable Asset
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4 90 310 29
5 86 104 83
6 81 200 41
7 79 130 61
8 78 252 31
9 67 163 41
10 64 150 43

15. ‘brand-@itude’
product corporationservice
Brand: what is it
patent copyright trademark
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It’s a life-form… more importantly, a human life-form…
patent copyright trademark

16. ‘brand-@itude’The philosophy that drives my workMy approach
And, like all living forms...
a Brand needs to be conceived... born... nurtured... nourished
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to communicate… to relate… to bond
In other words - parented

17. ‘brand-@itude’
The Concept of a FamilyIts relevance in this contextIts relevance in this context
Man Woman
Client Agency
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mothermother
OffOff--springspring
ChildChild
BrandBrandfatherfather
Client Agency

18. ‘brand-@itude’
Brand FatherBrand Father Brand MotherBrand Mother
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most thankless job,
where the
most thankless job,
where the
gratification lies not
in appreciation of
her role but in the
success of her child

19. ‘brand-@itude’
Ma…
“Mom was gone. Dad had become so successful he had no time
for me… I was left with no space I could call my own. It was
my second mother Neela Devi who made the space for me in
our home… she turned me from a wounded anguished
rebellious howling animal to a human being.
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
rebellious howling animal to a human being.
Just goes to show that a mother makes the family.”
Aditya Kapoor (son of Shammi Kapoor)

20. ‘brand-@itude’
mistress partner
is your relationship…
how durable is this partnership…
or
Time for introspection…
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one-night stand
Long-term commitment
is your brand, a labour of…
love
lustor
or

21. ‘brand-@itude’
Redefine
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it’s your role… not designation

22. ‘brand-@itude’
Un-locking your true self
Who are U
> =?/
;
“” : ( )
+
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!
=
Your attitude is identity… is your destiny
. ,
“” : ( )
+
x
% @

23. ‘brand-@itude’
; +
NGO: in aid of Suicide Survivors & Family of Victims
… I have
more to say
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; +
… I have
more to say

24. ‘brand-@itude’
Who are you
Breaking a stone…
Shaping a stone…
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Shaping a stone…
Building a school…

25. ‘brand-@itude’‘brand-@itude’
How…
to be a SUCCESSFUL Communications ProfessionalNot
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But,
An Engaging story-teller
to be a SUCCESSFUL Communications ProfessionalNot

26. ‘brand-@itude’
Brand
Values
CulturePersona
ID
Stories
Reaction to environment
ID
Decoding Brand
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Culture
Beliefs;
Feelings;
Thoughts
Personality
Behaviour
Persona Stories
Symbols
rituals
attitude
Decoding Brand

27. ‘brand-@itude’
Nature
ME
Stories Mythology
Symbols IconsCulture
Culture... a subjective understanding of life
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ME
Nurture
Symbols Icons
Behaviour Rituals
Culture
Culture is reaction of nature
Myth is stories of our ancestors narrated by each generation, always indifferent to rationality

28. ‘brand-@itude’Identity = attitude
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29. ‘brand-@itude’
Make people happy
Forever new
less wire MORE LIFE
help people realize their potential
Inclusive development.
Transformative Experience.
More than just a restaurant
1st job. Model for other
restaurants. Community partner.
Brand Vision
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Boundaryless…speed…stretch
Take risks. Have fun. Produce results.
marketing
Deliver a higher standard of living
(Kotler)
Transformative Experience.
Personalizing Experience
Tools for the minds that
advances humankind
Seek and you shall find
Organize information.
Universally accessible and useful

30. ‘brand-@itude’
“Where shall we plant the trees”
committed to improving the quality
of life of the communities we serve
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Overcome the barriers of time and space
Stimulate. Innovate. Liberate.
24 = 48

31. ‘brand-@itude’
Self-image Behaviour Audience
reality
stimulus response
Personality…Persona… @itude
what’s the connection?
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Self-image Behaviour Audience
reality
identity
Attitude: the bridge
Collection of beliefs & feelings that influence an individual’s behaviour
stimulus response
personality attitude persona
V a l u e s

32. ‘brand-@itude’
BRAND NOUN VERB ATTITUDE
Coach/trainer challenges exhortative
Santa Claus /
Diwali reassures optimism/inclusive
The ‘brand- @itude’
Collection of beliefs & feelings
that influence an individual’s behavior
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Diwali
(traditionalist)
reassures optimism/inclusive
iconoclast rebels provocative/exclusive
iconoclast redefines humanizing
mentor solves reassuring
boys' night-out entertains edgy

33. ‘brand-@itude’
shrewd
cultured
conservative Marwari
Bengali
Rajputlazy
Kanadiga
Banker
IT
Lawyer
Artiste
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boisterous
valiant
intellectual
Rajput
Tamilian
Punjabi
lazy
Kodava
Artiste
Professor
Politician
Actor

34. ‘brand-@itude’
YOU DO NOT HAVE TO BE YOUR MOTHER
unless she is who you want to be.
You do not have to be your mother’s mother,
or your mother’s mother’s mother.
Or… even your grandmother’s mother on your father’s side.
Coach… challenges… exhorts
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You may inherit their chins or their hips or their eyes.
But you are not destined to become the women who came before you.
You are not destined to live their lives.
So, if you inherit something… inherit their strength.
If you inherit something…inherit their resilience.
Because the only person you are destined to become
is the person YOU DECIDE to be.

35. ‘brand-@itude’
Request that stumped Virgin Atlantic Cabin Crew
On a flight from NY,
a female passenger asked,
is there anything you or the captain can do
entertains… edgy
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is there anything you or the captain can do
about this turbulence…?
The crew member replied,
“(Virgin Atlantic owner) Richard Branson has lots of contacts
and influence with some very important people,
but unfortunately, Mother Nature isn’t one of them… just yet!”

36. ‘brand-@itude’
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37. ‘brand-@itude’
Personality – Persona
humanizing the brand
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38. ‘brand-@itude’
Noun:
Who am I
Verb:
What do I do
Adverb:
How do I do it
maverick disrupts edgy
Phase
college
Self-analysis… a journey
Guiding Values: Dignity. Inclusive. Wonderment.
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lost-soul
Change-agent
seeks
transforms
experimental
explorative
early-career/
pre-marital
married /
parental
“Carpe diem”

39. ‘brand-@itude’
Change-agent disrupts explorative
Noun:
Who am I
Verb:
What do I do
Adverb:
How do I do it
Qualities: Inclusive. Explorative. Perceptive.
A self-analysis –
the look & feel (imagery) I would like my identity to project
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? (oh, I never thought of that before) !
Personality: ? Childlike (explorative)
Persona: ! oh, I never thought of that before (wonderment)

40. ‘brand-@itude’‘brand-@itude’
Create your
noun… verb… @itude
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noun… verb… @itude

41. ‘brand-@itude’
Option 3Option 2Option 1
BELIEF:
change agent –
establishment needs to
be shaken
BELIEF:
change agent –
BELIEF:
change agent –
Can you see yourself here…
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
be shaken
FEEL:
constrained with the
status quo… have to
establish my ID; constant
need to prove myself;
impatient
BEHAVE:
provocative
change agent –
life’s opportunities
FEEL:
eager to explore;
optimistic
BEHAVE:
carpe diem
change agent –
wonderment of
discovery
FEEL:
inquisitive; thirsty
BEHAVE:
challenge set norms

42. ‘brand-@itude’
• That your regiment is the best1
• In your equipments and arms2
5 beliefs of the NSG
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• In your partner/buddy3
• In your support team4
• In that your on-field spot decisions
will be backed by others
5

43. ‘brand-@itude’‘brand-@itude’
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within, but 1st you must step out
“kasturi kundal baase,
mrig dhunde van mahi”
… Kabir

44. ‘brand-@itude’
… script your own myth… script your own myth… script your own myth… script your own myth
The illiterate of the 21st
Century will not be those
who cannot read and write,
but those who cannot learn,
unlearn, and relearn
In a world of extreme
competition, stress and speed,
the young try to find an anchor in
their own soul. But the search is
thru’ new narratives, not the
traditional ones.’
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
Susan Vishwanathan,
Asc. Prof. Sociology - JNU
India Today, 31 Jan 2005
Alvin Toffler
unlearn, and relearntraditional ones.’
change = re-invent

45. ‘brand-@itude’
Perennial complaint
“The children now love luxury.
They have bad manners,
contempt for authority; they
show disrespect for elders and
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
show disrespect for elders and
love chatter
in place of exercise”
Socrates 399 BCE
“Lacks
values”
“no
respect”
“bad
mannered

46. ‘brand-@itude’
Universal
values
Contextual
attitudes
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Changing values or changing behaviour?

47. ‘brand-@itude’
The changing paradigm
Designation
Collaboration
Role
Competition
then now
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Time-management Time-utilization
Multi-tasking Focused- tasking
CollaborationCompetition

48. ‘brand-@itude’
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49. ‘brand-@itude’
SOME CLOSING THOUGHTS...
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50. ‘brand-@itude’
Positioning Statement Value Proposition
Positioning the Brand
A positioning statement is a one- or two-sentence statement
that articulates your product or service's unique value to your customers
in relation to your chief competition.
Built on ‘superior relevant differentiator’
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
• Who am I? • Why buy me?
Constant element. Changes only with
Strategic alterations of the brand
Changes as per stake-holder /
campaign requirement
I am blind.It is spring...

51. ‘brand-@itude’
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CONSEQUENCE
CAUSE

52. ‘brand-@itude’
PlatoPlato’’s allegory of the caves allegory of the cave
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53. ‘brand-@itude’
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org

54. ‘brand-@itude’
is not the absence of fear, but the
judgment that something else is more
important than fear.
“Courage
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is a path between who you think
you are and who you can be.
The important thing is to have undertaken
the
“Life
journey”

55. ‘brand-@itude’
And with this, I conclude my story
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Now, you go forth and tells yours...

56. ‘brand-@itude’
‘brand-@itude’
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor.
Content prepared by Manosh R. Sengupta. Not to be reproduced. Website: www.brandattitude.org
: 43 Imperial Court, 33/2 Cunningham Road, Bangalore 560052
: +91-9900523170.
: brandattitude@yahoo.in : www.brandattitude.org
: ‘brand-@itude’