2. Q 1 Where do I come from ?
• The Origins, History & Anchorage of our
brand. Its unique story, defining
experience & symbols.
• Physical & Visual stimuli eg. photos,
videos, press cuttings, personal notes,
interviews, advertising etc.
• The Founders’ legends & stories.
3. Q 1 Where do I come from ?
• From a highly respected (indeed admired)
and entrepreneurial background.
• A culture of optimism, energy, passion and
persistence.
• Encouraging intelligent risk taking.
• Genuine and dynamic “connect” with young
Indian minds.
• Successful track record of deep educators
and administrators.
4. Q 2 Where is my world going ?
• What possible future scenarios can we
imagine ?
• How can we exploit them ?
• What are the key trends in terms of
consumers, culture & economy?
• New threats or opportunities ?
5. Q 2 Where is my world going ?
• Digital; Global; Connected; Flat; Transparent.
• Platform business model encouraging gig
expertise.
• Content being consumed in sachets.
• Short(er) attention spans with low(er) loyalties.
• Open to explore, experiment and take (intelligent)
risk.
• Wish to exercise own judgement than “spoon
feeding”.
• Reluctant to pay for plain vanilla content.
• Believe P-to-P than any authority figure.
6. Q 3 What do I do ?
• Our field of competence
• Our people ?
• Our systems or processes ?
• Our track record ?
• Our skills ?
• What business are we in ?
7. Q 3 What do I do ?
• I partner with content creators (writers,
singers, dancers, painters)….
• To create unique, enjoyable, engaging and
personalized experiences…
• I support intelligence with integrity..
• I help scale up and extend reach and
monetize across geographies, age,
language and economic segments…
• I am an expert in content aggregators and
curation.
8. Q 3 What makes me unique ?
• What differentiates me from competition ?
• What do I believe these to be ?
• Are they really the ones ?
• Who indeed is our competition ?
9. Q 3 What makes me unique ?
• I burnish artistic expression and integrity…
• I understand emerging trends and
audiences and tastes…
• I encourage fresh and bold ideas and their
impactful expression…
• I help connect idea originators with their
audiences…
• I build channels and platforms as
sustainable business models.
10. Q 4 What is my community ?
• Who are all the people to influence or
participate in my brand experience ?
• What are their perception of my brand
values ?
• What is common between them & our
brand ?
• Who is our core customer ?
11. Q 4 What is my community ?
• Seekers; Explorers; The “Unreasonable”
people; Iconoclasts; Uncompromisers…
• Curious adventourers…
• Those believing in “Steak” than just
“Sizzle”…
• Men and Women of substance…
• Those looking for fresh and authentic and
innovative experiences.
12. Q 5 What am I like ?
• What is my personality ?
• Again as I see it & as my stake holders
see it ?
• What is my tone of communication ?
• Internally & externally ?
• How do I behave ? Co-opt ? Co-create ?
13. Q 5 What am I like ?
• Expert.
• Empathetic.
• Emotional.
• Expressive.
• Entrepreneurial.
• Exploring.
• Entertaining.
• Engaging.
• Evolving.
14. Q 6 What is my Vision ?
• What is the unifying concept or inspiring
idea that can challenge & captivate &
motivate people ?
• How can we articulate this in the most
persuasive manner ?
15. Q 6 What is my Vision ?
• To be the most preferred platform between
Ideators and their Audiences…
• In the new digital and global world.
16. Q 7 What is my fight ?
• What is our unique & driving mission ?
• How can we make a difference to our
society & our world ?
• How can we demonstrably live our
values ?
• What is proof of this ?
17. Q 7 What is my fight ?
• To enable individuality…
• To empower honest creative expression…
• To express bold and new thoughts…
• To connect audiences to form
communities of shared passions and
beliefs.
18. Our Name & Strategic Intent
• Sutradaar
• Sutra---Thread.
• Daar---the one holds it together.
• An Anchor who talks or narrates the story
to the audience...that helps them connect
and relate with the flow of the content...
• He/She ensures there is an impact created
and link built between the artist and the
audience.
19. Our Name & Strategic Intent
• Sutradaar
• Works equally well across activities like
Content Creation, Publishing, Video
Creatives, Public Relations...
• Indeed it could extend beyond the above...
• To cover other art forms...
• Digital as well as analog...
• Indian and Global meanings...
• Relevant and Unique and Persuasive.
