Definition of an Idea; what is the construct of an Idea; how best to identify &describe an Idea; what makes an Idea sustainable & growing; basic principlesof Ideation; recognizing & nurturing Ideas; impact of culture, history,language & folklore on Ideas, The Idea in Art, Ideas in Nature, Ideas inScience, What are the Best Ideas of the 20th Century? Articulating theproblem, How to look at ideas as problem solvers?
Ideas across domains like FMCG, durables, services, corporate & individualbranding; translation of the principles across B2C, B2B, G2C & P2P;implications in non-traditional marketing fields like charity, spirituality &politics; do’s & don’ts of Ideation across all situations, The Origin of theWord – Brand, Difference between a Product and a Brand, The Connectionbetween a Brand and its Advertising, Brand Ideas as Owned or Seen byConsumers.
What is an Advertising Positioning? How to write a Creative Brief? The needto articulate the Idea and how to ensure its expression across multi-media?Carrying an Idea to flawless execution; selling an Idea – Conflict Resolutionand the Art of Compromise, Wit in Advertising and Design, Shades ofHumour and Indian and Global Culture.
Implications across different touch points & tasks & budgets; executionmandatories; techniques for Idea generation & evaluation; Mind Mapping,Brainstorming, Random Association, Problem Reversal, Forced Analogy,Assumption Smashing, Attribute Listing, Lateral Thinking, 100 Boxes, HiveMind; Six Thinking Hats; Branding touch point # 1---Brand name & itspackaging & its logo & its colors & its font.
Branding touch point---The channel & placement & retail; Modern tradeversus kirana; The role of the channel and brand pull; Monitoring andManaging Channels; Branding touch point # 3---The Strategic role ofPricing; Price and Consumer profile and Brand image. Branding touch point# 4---Brand promotion including PR. Brand Positioning, Brand PositioningProcess, Product Positioning Process, Brand Positioning and the ConsumerMind
The role of media mix and tapping the inherent synergy; The ROI ofpromotions; The inter-play between Marketing & Sales & Distribution &After-sale service & Operations & manufacturing; The Role of New Media inBrand Promotion, Direct Marketing, Interactive Marketing, PersonalCommunication; Market Entry Method, Licensing and Franchising, andContracting, Non-profit Marketing
Strategic Brand Management; Brand portfolios; Brand extensions; Sub-brands; Mother brands; Umbrella brands; Brand Integration Strategy; Brandfolk-lore & Myths & Icons; Brand disasters & Revitalizing & refreshingbrands; The emerging philosophy of Brand influence and Brand Advocacy;How can brands have meaningful & exciting & mutually advantageousconversations with their current & prospective consumers?
The impact of technology & Internet & social networks; New media andbrand-consumer relationships; Promiscuity on the rise---brand switch at theclick of the mouse; The resulting lowering of exit barriers & vanishing ofgeographic borders; Global and Local Brand Management; The Impact ofTechnology and Internet and Social Networks; Search Engines Impact andPerception of Brands; Blog Impact on Brands.