Branding & advertising 5

Thanks to My Parents

Y.V.V.SatyanarayanaY.Jaya

Branding & AdvertisingPurpose >> Creativity >> Innovation

Saikrishna YJyothsna P

What’s coming up!

• My Journey to Branding via Advertising• Branding & Advertising• Roles in Advertising & Branding• Our Work Methodologies & Case Studies• Reverse Analysis of some Inspiring Works• On the Creative Landscape• Ethics of advertising• Sources of Knowledge

My Journey to Branding via Advertising

• Graduated in Computer Science, B.Tech.• Worked in a) Infosys – Sr.Software Engineer b) Ogilvy & Mather – Copywriter Trainee c) Paradigm Plus – Copywriter d) Idiom – Copywriter e) WindowSquare – Founder & Business Head


Creativity is subjectivity


Creativity is subjectivity


Branding & Advertising


What is a brand?


What is a brand?

Promise


PromiseDefine | Communicate | Deliver | Measure


PromiseDefine | Communicate | Deliver | Measure

• Why, What, Whom.• Logo Identity

• Advertising • Operations • Supply chain• Customer Care

• Research• Surveys• Analytics


How marketing is supposed to be:

Establish Relationship! Nurture Relationship!Nurture Relationship!

And thenAsk for Business!





Why Clients say Yes to Advertising & No to Branding:

a)Advertising has instant results.

b)Lack of knowledge on Branding.

c)Lack of time and budget.

d)All the above

Answer: d)


Why Agencies say No to Branding:

a)Clients not ready to pay

b)Lack of Professionals

c)Lengthy Process

d)All the above

Answer: d)

Roles in Advertising & Branding Industry

List of roles in Advertising & Branding

• Creative Director• Art Director, Sr. Art Director• Copywriter **• Graphic designer ** • Client Servicing **• Business Development Executive **• Media Planning• Online Marketing Manager **


• Brand Strategist• Digital Strategist• Account Director• Account Manager• UI /UX Designer• PR and Marketing Executive• Marketing Manager• Communication Manager


• Creative Director

• Creative work.

• Guides a team of designers, artists, copywriters, client servicing and marketers to products into market.


• Art Director

•Responsible for the visual output of advertisements and oversees all creative work

•Usually work under the supervision of a creative director.


• Designer

•Designers generally work on projects that range from logo design to digital front end design.

•Some of the open resources are inkscape, Drawplus and html 5


• Copywriter

• Generating the words, slogans and audio scripts for an advertising campaign, copywriters are highly creative and have a way with words.

•They are responsible writing copy for ads, brochures, etc.


• PR & Marketing Executive

• Promotes and publicizes the agency itself or the clients.

•The role involves building, maintaining and managing the clients' reputations or that of the agency using a wide platform of social media.

>> A glance at some of Our Work

Our Work Methodology

BRAND AUDITING

Step 1: Get into the shoes of a) Customerb) Employeec) Managementd) Share holders

INDUSTRY ANALYSIS

Step 2: a) Competition Analysisb) Industry Study (Happenings, Patterns & Terms)

CONCEPTUALIZATION

Step 3: a) Strategizingb) Conceptualizingc) Visualization

Our Work Methodology

BRAND AUDITINGCOMPETITION ANALYSIS

CONCEPTUALIZATION

A glance at some of Our Work















Our Case Studies

Our Case Studies & expertise that bespeak our competencies

The first to introduce Glow-in-the-dark cab advertising.


Designed creatives printed and Deployed in 100 Airport Cabs


Guerilla Marketing #1






Market Exploration

Our Contributions

Brand Health Check-up Camp

Seminar on Branding for SMEs and Start-ups

Brand Awareness & DIY Branding articles

Our Participations

7th IIM A Doctorial Colloquium 3rd IIM A ConferenceMedia Marketing for StartupsConstruct 2014Branding Workshop FICCIAugustfest 2014PRESSENCE 2014Generation We 2014Content Marketing CIETiE Entrepreneurs Summit’13Unconventional L 2013Startup Saturday Oct-2013Failcon 2013ISB-TiE Summit ‘12Goafest’12

Reverse Analysis of some Inspiring works

Reverse Analysis:

a)You saw the video in social media!

b)The video is spread across through social media marketing.

c)The execution is filmed nicely.

d)The execution team deployed and executed the activity.

e)Technology Team has designed the hardware and programmed.

f)Conceptualized the marketing activity.

g)They have highlighted their parking assisting feature in their vehicle.

h)They came to know that they can differentiate their vehicle by including this new park assisting feature.

i)They have (been doing) done co-players research and customer research to identify the unmet requirements of the customers.

Reverse Analysis:




d)They have outsourced the execution to a printing agency.

e)Cross checked the possibility of execution – Test Fire (in terms of budget, concept)

f)Conceptualized the marketing activity.

g)They need to market their product continuously

Reverse Analysis:




d)Connected the two places through internet and webcam.

e)They have bought the train tickets in advance

f)Their media planning team bought the media place to connect with customers.

g)Cross checked the possibility of execution – (in terms of budget, concept)

h)Conceptualized the marketing activity.

i)They need to market their product continuously

Dependencies of Creativity & Innovation

a)Marketing

b)Technology

c)Arts

Too many suggestions???

Ok, take this

a)How about Window Shopping?

b)Start questioning

c)Interpret behind the scenes

On the Landscape of creativity

BeingCreative as

a student an employee an institution/ organization

BeingCreative asa student

• Books and Blogs

• Industry magazines, etc.

• Blog, FB page, Linkedin Group, etc.

• Internships and volunteering

• Hands on Experimenting

• Learn Technology (Be Updated)

BeingCreative asan employee

• Be Patient.

• Co-players activities.

• Participate in Contests

• Practice arts and technology.

• Attend Events, meet ups and Seminars.

BeingCreative asan organization

•Design the culture.

•Create a platform (Makerspace)

•Enable people to attend events, seminars & workshops.

• KT Sessions (knowledge Transfer)

• Celebrate Values.

• Contribute by CSR Activities

Ethics of Advertising

Advertising = truth + entertainment

CODE FOR SELF-REGULATION IN ADVERTISING – ASCI (download available in AAAI website)

Be a responsible Customer & Advertising Professional

Some ASCI Awareness Ads

Sources of Knowledge

Most recommended books:

• Scientific Advertising

• Ogilvy on Advertising


• Positioning

• The Advertised Mind


• The Cutting Edge Advertising

• Hey Whipple Squeeze this


• Building Better Brands• Simple• The Copywriting• Wally Olins – The

Brand Handbook• Designing Brand

Identity

Most recommended e-resources:

• * Desicreative.com• * Afaqs.com • * Advertisingkakamaal.blogspot.in• brandflakesforbreakfast.com• Adsoftheworld.com• Windowsquare.com/blog

Thank you!

www.windowsquare.com

www.windowsquare.com/blog

Now you may Question, Suggest, Opine, and update.