brand speaks session nasscom
TRANSCRIPT
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Sunder MadakshiraSAP
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This PPT was used to present at The NASSCOM Friday 2.0 Session on Friday,
18 February 2011 at the Hotel Royal Orchid, Bangalore.
The session saw an attendance of about 80 CXO and manager level personnel
from IT companies.
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The Branding Imperative
• The Offerings ‘appear’ the same
• The Outliers
• The Lion Cub Story
• “Let’s get Physical”
• Lessons from Non- IT
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The Research
• 6 + 55 = 21
• Focus: Small and medium companies
• Top concerns
Customer understanding
Understanding marketing ROI by CXO’s
Budgets
“Collateral manufacturing machine”
Global alignments
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CONCEPTUAL IDEAS
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Creating A clear & strong value proposition
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Ownership of the Customer Experience
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Demonstrate thy value8
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Integrate messages9
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Building Relationships10
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SALES FORCE BRANDING
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Sales Force is thebest branding tool
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Get a cool sales kittogether
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Demonstrate Your Scale14
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Ambush marketing in Events15
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Propose, in style16
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People known as called SME’s17
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INFLUENCER BRANDING
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Build a Strong Thought Leadership Program
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Form a Customer Advisory Board
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Building a radical and strategic PR program
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Speakers’ Bureau22
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Academia Program23
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AND…
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Create assets and then…
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…exploit it to the hilt
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Spruce it up, Baby27
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Demonstrate scale
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Creating & Communicating Centres of Excellence
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Talk Business, not Technology30
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Talk Technology, not Business31
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Calibrate Expectations From Telemarketing
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Do not give unexpected news33
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Impactful Content34
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Start early…real early
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What is common betweenBrands and Rome?
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