Labour Pains... a presentation to PR Hub (Dec 2014)

‘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.

: [email protected] : www.brandattitude.org

: ‘brand-@itude’

‘brand-@itude’

A quick exercise

Hello...

My name is _____________

and I am a/an ______________ in this Agency


and I am a/an ______________ in this Agency

‘brand-@itude’

How…

to be a SUCCESSFUL Communications ProfessionalNot



‘brand-@itude’

How to woo gals in college


Or,In search of fresh narratives

‘brand-@itude’

? !. ,/ ;“ ” +

Flirting with girls,

competing with Linda Goodman


>=

“ ” : ( )+

x %

@

‘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


name logo ID

‘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


Sanjeev Aga

OldGento

NextGen

Mass to class

GlocalBeyond

voice

‘brand-@itude’The Logo


My brief to the Agency

‘brand-@itude’

aspirationreality48 hours in 24 hours

Freedom

from

Freedom

to

The Identity... Life’s 2 basic truth


Expands time to maximise life

Enables you to overcome the barriers of time & space

Stimulate. Innovate. Liberate.

‘brand-@itude’


‘brand-@itude’

What an idea... Sir-ji

No idea? Get Idea!

An can change your life

+ve, refresh, energise


No idea? Get Idea!

Honey... Bunny

Ullu mat banaoing

‘brand-@itude’

‘labour Pains…

the art of brand parenting”

“brand-@itude’... in a world filled with Choices; give me a Reason”

2

proprietary

concepts


‘brand-@itude’

Stake-holders

it not only affects the market performance but plays a larger role Business partners

Why is the Brand so important


Irreplaceable Asset

All other assets can be replaced, not the brand

The most

valuable

asset of an

Enterprise

‘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


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

‘brand-@itude’

product corporationservice

Brand: what is it

patent copyright trademark


It’s a life-form… more importantly, a human life-form…

patent copyright trademark

‘brand-@itude’The philosophy that drives my workMy approach

And, like all living forms...

a Brand needs to be conceived... born... nurtured... nourished


to communicate… to relate… to bond

In other words - parented

‘brand-@itude’

The Concept of a FamilyIts relevance in this contextIts relevance in this context

Man Woman

Client Agency


mothermother

OffOff--spring spring

ChildChild

BrandBrandfatherfatherClient Agency

‘brand-@itude’

Brand FatherBrand Father Brand MotherBrand Mother


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

‘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.


rebellious howling animal to a human being.

Just goes to show that a mother makes the family.”

Aditya Kapoor (son of Shammi Kapoor)

‘brand-@itude’

mistress partner

is your relationship…

how durable is this partnership…

or

Time for introspection…


one-night stand

Long-term commitment

is your brand, a labour of…

lovelustor

or

‘brand-@itude’

Redefine


it’s your role… not designation

‘brand-@itude’

Un-locking your true self

Who are U

>=?/

;

“” : ( )+


!

=

Your attitude is identity… is your destiny

. ,

“” : ( )+

x% @

‘brand-@itude’

; +

NGO: in aid of Suicide Survivors & Family of Victims

… I have

more to say


; +… I have

more to say

‘brand-@itude’

Who are you

Breaking a stone…

Shaping a stone…


Shaping a stone…

Building a school…

‘brand-@itude’‘brand-@itude’

How…



But,

An Engaging story-teller


‘brand-@itude’

Brand

Values

Culture Persona

ID

Stories

Reaction to environment

ID

Decoding Brand


Culture

Beliefs; Feelings; Thoughts

Personality

Behaviour

Persona Stories

Symbols

rituals

attitude

Decoding Brand

‘brand-@itude’

Nature

ME

Stories Mythology

Symbols IconsCulture

Culture... a subjective understanding of life


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

‘brand-@itude’Identity = attitude


‘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


Boundaryless…speed…stretch

Take risks. Have fun. Produce results.

marketingDeliver 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

‘brand-@itude’

“Where shall we plant the trees”

committed to improving the quality

of life of the communities we serve


Overcome the barriers of time and space

Stimulate. Innovate. Liberate.

24 = 48

‘brand-@itude’

Self-image Behaviour Audience

rea

lity

stimulus response

Personality…Persona… @itude

what’s the connection?


Self-image Behaviour Audience

rea

lity

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

‘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


Diwali

(traditionalist)

reassures optimism/inclusive

iconoclast rebels provocative/exclusive

iconoclast redefines humanizing

mentor solves reassuring

boys' night-out entertains edgy

‘brand-@itude’

shrewd

cultured

conservative Marwari

Bengali

Rajputlazy

Kanadiga

Banker

IT

Lawyer

Artiste


boisterous

valiant

intellectual

Rajput

Tamilian

Punjabi

lazy

Kodava

Artiste

Professor

Politician

Actor

‘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


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.

‘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


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!”

‘brand-@itude’


‘brand-@itude’

Personality – Persona

humanizing the brand


‘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 journeyGuiding Values: Dignity. Inclusive. Wonderment.


lost-soul

Change-agent

seeks

transforms

experimental

explorative

early-career/

pre-marital

married /

parental

“Carpe diem”

‘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


? (oh, I never thought of that before) !

Personality: ? Childlike (explorative)

Persona: ! oh, I never thought of that before (wonderment)


Create your

noun… verb… @itude


noun… verb… @itude

‘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…


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

‘brand-@itude’

• That your regiment is the best1

• In your equipments and arms2

5 beliefs of the NSG


• In your partner/buddy3

• In your support team4

• In that your on-field spot decisions will be backed by others

5



within, but 1st you must step out

“kasturi kundal baase,

mrig dhunde van mahi”

… Kabir

‘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.’


Susan Vishwanathan,

Asc. Prof. Sociology - JNU

India Today, 31 Jan 2005

Alvin Toffler

unlearn, and relearntraditional ones.’

change = re-invent

‘brand-@itude’

Perennial complaint

“The children now love luxury.

They have bad manners,

contempt for authority; they

show disrespect for elders and


show disrespect for elders and

love chatter

in place of exercise”

Socrates 399 BCE

“Lacks

values”

“no

respect”

“bad

mannered

‘brand-@itude’

Universal values

Contextual attitudes


Changing values or changing behaviour?

‘brand-@itude’The changing paradigm

Designation

Collaboration

Role

Competition

then now


Time-management Time-utilization

Multi-tasking Focused- tasking

Collaboration Competition

‘brand-@itude’


‘brand-@itude’

SOME CLOSING THOUGHTS...


‘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’


• 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...

‘brand-@itude’


CONSEQUENCE

CAUSE

‘brand-@itude’PlatoPlato’’s allegory of the caves allegory of the cave


‘brand-@itude’


‘brand-@itude’

is not the absence of fear, but the

judgment that something else is more

important than fear.

“Courage


is a path between who you think

you are and who you can be.

The important thing is to have undertaken

the

“Life

journey”

‘brand-@itude’

And with this, I conclude my story


Now, you go forth and tells yours...

‘brand-@itude’

‘brand-@itude’

Manosh R. Sengupta

Brand-Parent. Nurturer. Mentor.


: 43 Imperial Court, 33/2 Cunningham Road, Bangalore 560052

: +91-9900523170.

: [email protected] : www.brandattitude.org

: ‘brand-@itude’

Marketing

Labour Pains... a presentation to PR Hub (Dec 2014)