Redefining Conversations

IN BUILDING YOUR BRAND

THERE IS A CONVERSATION TAKING PLACE

It is constantly moving and changing. It is about your brand, your organization,

your industry, and your competitors. It is happening in real-time with or without you.

Power of conversation

The conversation is happening among customers, users, partners, affiliates, fans, detractors, and other stakeholders – it is multi dimensional interactions at multiple touch points.

Voice in the chaos

Interactions are creating opinion, perception, intention and consumption about ‘your brand’.

They are continuously shaping and influencing the success of your brand.

Conversation defines relationship

The multiple channel free flow of information leads to different stages of relationship with consumers.

The brand should be able to create relevant ‘solution’ and interaction amongst its stakeholders.

Brand relationship stages

Interpreting conversation

Understand market need

Maximise share of conversation by relevant solution

Introduction

Engagement

Trial

ExperienceLoyalty

Effective marketing solution

A different point of view, but…

HOW IT IS ADDING ANY VALUE TO YOUR BRAND?

We said this differential POV needed someone to build through a marketing eco-system. A real conversation is about listening and talking, and accordingly providing solutions.

Raison d'être

The purpose could be to - build brand awareness/ create an ad- plan an on-ground activation - plan and set up sales & distribution- provide customer support at distribution point - devise executive communication or information relevant to product launch.

Whatever the reasons, we are here to add value to the dialogue.

Our tool - BrandVerse

Macro Conversation Environment – Category, Competitive

Consumer Environment – Social, Cultural Changes, Individual Changes , Target

Consumer Insight – Need Drivers

Benefits – Differentiating Functional, Emotional

Values – What it believes in

Reasons to Believe – Proof to Substantiate

Discriminator – Single most compelling statement

Essence – Distillation of Genetic Code in One Thought

Personality – What it stands for

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What does it mean?

BrandVerse is a framework to understand problem/ challenges and thereby, leads to strategic direction.

Customised conversation taken to market as per plan – creative solution or strategy implementation. The effectiveness and efficiency of the action are measured.

Each stage of BrandVerse is evaluated basis Blue Ocean 4 Actions framework to filter the creation of new value curve.

Approach

Effectiveness and efficiency of the action,

course correction if

necessary

Measure and review

Take it back to market –

execute as per plan

Implement

Creating customised

solution

Create conversation

Deriving the right strategy

mix

Strategy

Finding out the relevant

conversation using our tool

Screening of conversation

Understand the

conversation about the

category and brand

Scanning conversation

Understand the problem statement /

business objective in

detail

Defining challenges

In sum

Providing end to end consumer facing, result oriented marketing/brand and creative solutions to achieve your business objective of short, medium and long term

Biplab Dasgupta@ +91 98300 31501

If you have liked this conversation, then talk to me