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Main bhi Anna, Tu bhi AnnaFeared & Respected by the Enemy
Brand as a Person
Brand as a Symbol
Giving Every Indian a Chance to Play a Role in Shaping India’s History
Brand as an Experience
UBP
Simple, honest, old, frail man He is fire, light, hope and he’s ME
Bringing Aaj ka Gandhi & Doosri Aazadi to the streets near you
Brand Anna Image
Brand Positioning
Personal Branding & What it Takes
• Self-less, Socially Conscious, Gandhi-wadi, Fearless, Self-righteous, Conscience as Clear as the Air
• The Build-up• Bramhacharya• Austere Living• Gutsy• Soft Spoken
Candle March Songs Anshan Anna Topi Tiranga Ramlila Maidan
Creating Brand Engram through Symbols
Brand ‘Anna’ Traits
Anna - Packaged Anna - Personified
An - naturalAnna - Saangi
Anna - MirrorAnna - Soch
EX
TE
RN
AL
AS
PE
CT
INT
ER
NA
L A
SP
EC
T
Anna Projection
Anti Corruption Movement
Anna Stickiness
Bharat ka Nav-Nirman
Brand Essence
Simple, Direct, Uncomplicated Sans Glamour or Personal Vested Interests
CUTE & Grand-pa-like
Brand - Persona
Every time there is news of a BIG SCANDAL, the evergreen hot button gets pressed automatically
An Evergreen
RED HOT Button
Youth – Energetic, Passionate, Hungry for Results
Conscious
Target Group
Wow Factor
Will Power and Grit
Brand
Value
Brand Identity
Brand Loyalty
Brand Equity
Brand Equity
Simple word of mouth Cohesive mass mobilization
campaign Super communication strategy Brand AwarenessBrand
Communications and Promotion
Viral Branding
Media Vehicles TV Radio Newspapers Magazines
Queues Discussion Forums/Awareness
Campaigns
Touchpoints
Being Good is the UBER-COOL way to go Digging out a message and putting it on
the wall
BOM to TOM
Brand Insistence
Brand Associations
India Finds “BAPU” in Anna
Emotional and Elastic Connection to the Brand
Self-Concept threatening stimuli activates defense mechanisms
PR activities
Armor for Brand Anna
Fast as a weapon of protest Gandhi-giri Mass mobilizaton High-Value Team with Rock-
solid Ideas Apolitical Middle-class
Brand Anna Ammo
Leveraging Brand Anna
Creating and Sustaining Brand Awareness
ANNA- ISM
Anna as a Style ICON of the Hearts
An natural
Anna- Mirror
Anna- Soch
Anna Stickiness
Themes, Trade Dresses, Products, Acts, Projections, Promotions
Anna - Personified
Anna- Packaged
Anna- Projection
Anna Sangi
Anna - Relevance
Themes, Trade Dresses, Products, Acts, Projections, Promotions
Anna as a Style ICON of the Hearts
ANNA DNA
Anna - Packaged
Anna - Personified An - natural Anna - Mirror
Anna - Saangi Anna - Soch
Anna Projection
Anna Stickiness
BRAND ANNA GROWTH
RESONANCE
RELEVANCE
RESSMICITY
Reasons for fast track successNoble Simple Consistent MessageSocial Media NetworkingNeed of the Hour
BRANdNA