1. THE #1 STRATEGY FOR HIGH-PERFORMANCE BRANDS

2. THE REAL DEFINITION OF A BRAND.
THE DISCIPLINES OF BRAND BUILDING.
WHAT YOU’LL LEARN:

3. LET’S START WITH DISPELLING SOME MYTHS.LET’S STARTWITH DISPELLING SOMEMYTHS.

4. A BRAND IS NOT JUSTA LOGO.
FIRST:

5. A BRAND IS NOT JUSTAN IDENTITY.
SECOND:

6. A BRAND IS DEFINITELY NOT JUST A PRODUCT
THIRD:

7. BRANDING MATTERS MORE IN B2B THAN B2C
FOURTH:

8. B2B B2C
Small/ Focussed target market Large target market
Features/ Functional/ Education Benefits/ symbolic/ appeal
Rational mostly Emotional mostly
Less/ selective media consumption Multiple touch points
Long lead time/ multi step process Short lead time
Long term relationship Instantly interesting
Create and support demand Drive demand
B2B vs B2C Marketing

9. SO WHAT EXACTLY IS A BRAND?

10. A BRAND ISA PERSON’S GUT FEELING
ABOUT A PRODUCT, SERVICE OR ORGANISATION.
A BRANDEVOKES THE SAME FEELING AND RESPONSE EACH TIME IT IS EXPOSED TO AN INDIVIDUAL.

11. It’s a GUT FEELING because brands are defined by individuals, not
companies, markets or public.
It’s a GUT FEELINGbecause people are emotional, intuitive beings.

12. IN OTHER WORDS. . .

13. IT’S NOT WHAT YOUSAY IT IS.

14. IT’S WHAT THEY SAY IT IS.

15. WHY IS BRANDING SOUSEFUL?
People have too manychoicesandtoolittletime.
Consumers have a short termmemory
Most offerings claim similarservicesandfeatures.
We tendto base our selection of serviceson trust.

16. { TRUST }

17. T = r + dTrust reliability delight
TRUSTCOMES FROM MEETING ANDBEATING EXPECTATIONS.
AND BY BECOMING A CHARISMATIC BRAND.

18. BUT FIRST,
WE MUST MASTER THE FIVE DISCIPLINES OF BRAND-BUILDING.

19. DISCIPLINE 1:
DIFFERENTIATE

20. OUR BRAINS ARE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.

21. FOCUS.
FIGURE THE BRAND ESSENCE.
DEVELOP A BRAND PROMISE.

22. BRAND ESSENCE:
UNDERSTAND WHO YOU ARE / WANT TO BE.

23. BRAND PROMISE:
UNDERSTAND HOW OTHERS SEE YOU, ANDWHAT YOU MEAN TO THEM.

24. DISCIPLINE 2:
COLLABORATE

25. IT TAKES A VILLAGE FULL OF BRAND CUSTODIANS TO BUILD A BRAND

26. SPARKS FLY WHEN APPLES MEET ORANGES
OR IN LAYMAN TERMS . . .

27. WHENBUSINESSSTRATEGY AT MUNJALAUTO
MEETSCOMPELLINGCREATIVITY AT G.O.D

28. DISCIPLINE 3:
INNOVATE

29. HOW DO WE KNOW IF AN IDEA IS INNOVATIVE?
WHEN IT JOLTS OURMINDS INTO SEEINGMUNJAL AUTO AS A BRAND.


30. BRANDING
is not just being seen as BETTER than
competition
It is being seen as the ONLY SOLUTION to
your consumer’s problem
Copyright Guild of Designers 2014

31. A GREAT COMPANY NEEDS A STAND-OUT NAME.
MUNJAL AUTO IS A GREAT NAME.

32. A GREAT NAME DESERVES GREAT GRAPHICS.

33. NEWS FLASH
LOGOS ARE DEAD. LONG LIVE ICONS AND MNEMONICS

34. { ICONS }
AN ICON IS A NAME AND VISUAL SYMBOL THATSUGGESTS A MARKET POSITION.

35. { IDENTITY}
CORPORATE PROFILE &IDENDITY DEVELOPMENT WILL REMAIN EFFECTIVE TRADITIONAL TOOLS TO IDENTIFY BRANDS.
1. Internal Branding & Stationery2. Brochures 3. Website 4. Premiums

36. { WEBSITE}
THE FIRST POINTOF CONTACT BETWEEN YOUAND YOUR AUDIENCE.

37. ASK YOURSELFTHESE SIMPLE QUESTIONS:
DOES OUR WEBSITE LOOK FATIN THIS DRESS?
MUNJAL AUTO INFO: GOOD
DESIGN LANGUAGE: NEEDS ATTN
EASE OF NAVIGATION: DIFFICULT
GENERATE LEADS: CAN DO BETTER

38. A WEBSITE MAY SUFFERING FROMDDS –DISTRESSED DESIGN
SYNDROME?
1.DEPARTMENTOLYSIS– Each departmentwants tobeon thehome page.
2. FEATUREITIS– Communication Clutter. Beliefthatmoreisbetter.
3. TECHNO PHOBIA – Still sayingthingswith wordsinsteadofvisuals, animations& videos.

39. { CUT THROUGH THE CLUTTER}

40. DISCIPLINE 4:
CULTIVATE

41. { GOOD PRACTICE }
A HIGHLY CREATIVE AND CONSISTENT BRAND PERSONALITY MUST BE CULTIVATED TO
COMMUNICATE WHAT ALS STANDS FOR.

42. {CHARACTER}
BRANDS ARE LIKE PEOPLE. BRANDS HAVE CHARACTER.

43. CONTROL THE LOOK & FEEL OF YOUR BRAND.
BUT ALSO, INFLUENCE THE CHARACTER OF THE BRAND.

44. { COMMUNICATION }
BE LOUD. NOT HERD.

45. EXTERNAL COMMUNICATION SHOULD BE THOUGHT OUT AS A STRATEGY TO
SPREAD THE BRAND ESSENCE AND GIVE OUT THE BRAND PROMISE.
THIS SHOULDINCLUDE:
OUTBOUND SERVICE COLLATERAL. PROGRAMME SHEETS.
NEWSLETTERS.RESULT SHEETS.PREMIUM GIVE-AWAYS, CALENDARS, DIARIES.

46. DISCIPLINE 5:
VALIDATE

47. Once you have DIFFERENTIATED, COLLABORATED, INNOVATED and
CULTIVATED disciplines of BRAND BUILDING,
It’s time to review and VALIDATE:
1. UNIQENESS 2. RELEVANCE 3. BRAND RECALL 4. BRANDCHARACTER

48. WHAT MUNJAL NEEDS IS A CBO. (Chief Branding Officer)
The Bridge between LOGIC and MAGIC, Strategy and Design
GUILD of DESIGNERS LOVES beingTHE CBO.