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Should you build your business? Or your brand? Which comes first? Is it possible to do one without the other? More on this and the key tenets of building a brand for your business in this deck created for sharing with the participants of the Entrepreneur Dialogue hosted by Franchise India
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Building Iconic Brands
About Paul Writer• Paul Writer’s vision is to raise the bar for marketing in India by
providing a community platform for marketers to develop and share best practices
• Paul Writer was founded in 2010 by Jessie Paul, author of No Money Marketing (2009, Tata McGraw-Hill) and former CMO of Wipro who has also held senior marketing positions in Infosys and iGATE
• Through its website, e-newsletter, marketing magazine and social media presence, Paul Writer has a reach of 30,000+ marketers and senior executives
• 1000+ senior executives have attended a Paul Writer conference in the past 24 months
• To recognize excellence in marketing, Paul Writer hosts award programs such as Hall of Fame, Futurist CMO Awards, Real Estate Marketing, M.IT.R - 100 (Marketing and IT Recognition - 100), Chennai Hot 50 Brands
Revenue or Brand?
MINDSHAREPROFITSHAREMARKETSHARE
Revenue or Brand?
MINDSHARE
PROFITSHAREMARKETSHARE
• Whom am I?
• Why buy me?
• Why not buy someone else?
3 Simple Questions
Image: IndiaCircus.com
Customer centricity!
Anytime, anywhere!
Media Fragmentation!
Social Commerce!
Cross-functional customer eco-system
Marketing Trends
Image: IndiaCircus.com
Marketing is not sales - it is about satisfying a need, to enable a product to ‘sell itself’! Marketing is story telling, to create anticipation of the consumption moment, and then prolong the delight!Marketing’s role is to create customer advocates, further enabling the product to sell itself!Marketing is the science of pricing, of behavioral economics, of consumer research and product design!Marketing acts as the voice of the customer, and drives customer centricity
When Marketing Rocks
Q: What % of my budget should be marketing?
A: As much as possible. Funded startups spend over 100% of revenue. Established product firms between 10% and 25%.
Q: When is the right time to do marketing?
A: Before it is too late. Now.
Q: I’m operating on a shoestring. What can I do?
A: Focus on great content and its distribution. Invest time instead of money.
FAQ
1 2 3 4 5 6 7 8 9
AWARENESS MEDIA RELATIONS
INFLUENCER RELATIONS
CUSTOMER MINING
THOUGHT LEADERSHIP COLLATERAL PROSPECT
MINING DIGITAL PARTNER MARKETING
Marketing Plan Elements
Thank You
!Jessie Paul
jessie@paulwriter.com +91 98451 33198
!
www.paulwriter.com !
Paul Writer Strategic Services Pvt Ltd 102, Trump Tower, 5/2 Eagle Street, Langford Town, Bangalore - 560 025
T: 080 4096 5053 paulwriter@paulwriter.com
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