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

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• 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

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• 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

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“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

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“The middle of the road is a good place to get run over”

Thank You

Jessie Pauljessie@paulwriter.com

+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 5053paulwriter@paulwriter.com