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Presented by Jessie Paul at INC India's GrowCo Summit in Bangalore on July 30, 2011.Structured approach to building a frugal brand plan spanning legacy and new media.
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Frugal BrandingJessie Paul
CEO, Paul Writer
Wednesday 29 June 2011
About Us
! Paul Writer is an advisory firm that helps define your marketing, branding and communications strategy.
! We provide frameworks, processes, expert support, and creative insights to enable you to translate who you are into a cohesive marketing plan.
! Paul Writer brings expertise on marketing innovations across the spectrum of offline and online to reposition and communicate brand values in a frugal, yet effective manner.
! Services offered are
! Marketing Strategy Design ! Validation & Advisory Services
! Our clients include:! Ramco Systems ! Aujas Networks ! Allied Digital Services Ltd. ! Venkataramanan Associates! NIIT Technologies! IDS Softwares
Paul Writer is founded by Jessie Paul, considered an expert in brand internationalization and frugal marketing. In 2009, Jessie published No Money Marketing, Tata McGraw-Hill’s fastest selling professional book on marketing.
As Chief Marketing Officer of Wipro’s IT business and as Global Brand Manager at Infosys, she has been recognized for her contribution towards putting the Indian IT industry on the global map.
With over 15 years in services marketing, including a stint with Ogilvy & Mather, Jessie has been named one of the most influential business women in India. She runs a popular blog on marketing and was India’s first CMO on Twitter.
Friday 3 December 2010
Wednesday 29 June 2011
How can customers find you?Marketing is about Pull, not Push
Image: Bill Ward via Flickr
Wednesday 29 June 2011
The Marketing Process
Where are we today?! Baseline current
Perceptions through brand audit
! Current state of client mining
! Map the competition landscape/ mindscape
! Strategic Intent of the CEO
Discovery Position Expression Action
How do wewant to beperceived?! Based on
company vision, brand attributes
! Identifying a di!erentiated position
! Defining our priorities – o!erings, customers, regions, industries
Creating anddelivering ourbrand promise! Articulating the
manifestations of the attributes
! Identifying the channels for communicating to stakeholders
Sustaining andmeasuring ourbrand presenceover time! Go to market
strategy
! Translating this to each identified segment, as a marketing plan & calendar
! Auditing & Calibrating against identified metrics
The Writer’s Way: Paul Writer’s Approach to Marketing
Wednesday 29 June 2011
Defining Your Brand
VALUESRITUALS
HEROES
SYMBOLS
PRACTICES
SOURCE: GEERT HOFSTEDEFriday 3 December 2010
Wednesday 29 June 2011
Elements of a marketing plan1 2 3 4 5 6 7 8 9
AWARENESS MEDIA RELATIONS
INFLUENCER RELATIONS
CUSTOMER MINING
THOUGHT LEADERSHIP COLLATERAL PROSPECT
MINING DIGITAL PARTNER MARKETING
Wednesday 29 June 2011
Go-to-market strategy
AWARENESS EVENTS, AWARDS, COMMUNITY (ONLINE+OFFLINE)
MEDIA QUOTES IN INDUSTRY STORIES, PROFILES, OP-ED, BLOGS
INFLUENCER RELATIONS
HAVE A SHORTLIST OF 3 DREAM JOBS/FIRMS. MEET POTENTIAL JOB-GIVERS THERE. CREATE A CAREER ADVISORY PANEL OF MENTORS
THOUGHT LEADERSHIP
PERSONAL BLOG, LEADERSHIP ROLE IN INDUSTRY ASSOCIATIONS, ARTICLES ON COMPANY SITE/NEWSLETTER, BOOK, CITATIONS
COLLATERAL LINKEDIN PROFILE 100% COMPLETE, PDF RESUME, PROFESSIONAL PHOTO, WEBSITE, YOUTUBE VIDEO, SLIDESHARE DECKS
ONLINE CRISP - COHERENT, RELEVANT, INTERACTIVE, SIMPLE, PERVASIVE
Friday 3 December 2010
Wednesday 29 June 2011
What does success look like?
Acknowledged expert in that field
Known by name not by org title
Personal reputation = > company reputation
Friday 3 December 2010Wednesday 29 June 2011
312-313 Prestige Meridian, 30 MG Road, Bangalore 560 001, India
Photo Courtesy Powru, Flickr
The frameworks and concepts in this discussion are elaborated in No Money Marketing by Jessie Paul, published by Tata McGraw-Hill in 2009. Please visit www.nomoneymarketing.org for more information
All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand owners.
West African symbol or adinkra for “help me and let me help you”
Thank You
Wednesday 29 June 2011
