This deck will instigate you to think about... (1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap! (2) This deck answers the question - after having built a great brand campaign - why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. (3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign - but how do we get on to always on? How do we engage? (4) How do we sustain profitability - how do we address brand's every day business needs?

1. How
do
Great
Brand
Campaigns
Happen?

2. What
makes
a
certain
company
take
the
leap
where
others
fail?

3. Why
“Engineering-­‐Values”
&
“decoding
DNA”
of
a
brand
is
the
invincible
elixir
to
great
brand
campaigns…

4. Great
Brands
seem
to
have
a
similar
construct,
across
different
category
&
consumer
contexts…

5. Product
Benefit
Emo=onal
Benefit
Socio-­‐Cultural
Benefit
Unique
Brand
Values

8. How
did
Emirates
break
away
from
the
category
clichés
&
arrive
at
“Hello
Tomorrow”…

9. Product
Benefit:
Air-­‐Travel
bridges
today
&
tomorrow
and
gets
you
to
your
des=na=ons
faster
&
with
greater
comfort.
EmoLonal
Benefit:
Gets
you
to
your
des=na=on
in
comfort,
see
the
world,
home
to
the
world
etc;
Socio-­‐Cultural
Benefit:
In
a
world
plagued
by
superficial
percep=ons
of
other
cultures,
fly
to
understand
&
embrace
other
cultures
beSer
&
have
a
richer
perspec=ve
of
life.

10. Insight:
When
people
travel
to
a
different
places,
away
from
their
usual
rou=nes
where
they
play
certain
roles
–
they
hold
their
self-­‐iden=ty
loosely…open
up
to
absorb
new
things
and
redefine
themselves
and
hence
redefine
and
grow
themselves.
Hence
they
make
their
perspec=ve
&
life
richer…they
understand
the
world
&
its
different
cultures
beSer.
Note:
While
“Hello
Tomorrow”
caters
brilliantly
to
wander
lust
of
every
avid
traveller,
it
also
beau=fully
tells
you
that
travel
to
embrace
new
cultures
opens
up
your
perspec=ve
and
changes
pre-­‐conceived
no=ons.
By
seeding
in
a
contemporary
UAE
it
also
hopes
to
appease
apprehensions
about
the
arab
world.
CreaLve
ConnotaLon:
Tomorrow
is
always
filled
with
new
hope,
tomorrow
represents
change
&
beau=fully
tomorrow
is
possible
today
only
via
a
air
travel.

11. Well
the
leap
seems
amazing,
but
why
Emirates…
Any
airline
brand
could
have
claimed
it…

12. The
largest
airline
in
the
Middle
East
in
terms
of
revenue,
fleet
size,
and
passengers
carried.
Leader
of
category
in
its
region
of
origin.
Though
wholly
owned
subsidiary
of
government
of
Dubai,
has
stayed
away
from
protec=onism
and
grown
via
open-­‐compe==on.
Dubai
itself
needs
to
be
inclusive
and
stand
for
amalgama=on
of
different
regions
and
cultures
for
it
to
exist
and
thrive.
It
needs
to
champion
inclusiveness
and
stand
as
a
representa=ve
of
harmony
in
diversi=es.
It
needs
to
advocate
inter-­‐cultural
understanding
and
strive
to
eliminate
bias
for
its
very
existence.
Largesse
&
a
democraLc
–
open
vision.
Inclusiveness.
Values:
Stature,
largesse
and
Inclusiveness.
Unique
Brand
Values

13. Unique
Brand
Values
Stature,
largesse
and
Inclusiveness.

14. Notable
Note:
Emirates
rose
beyond
product
USP’s
such
as
largest
middle
eastern
airline
etc;
From
its
brand
DNA,
behavioural
codes
and
product
truths
–
it
iden=fied
its
unique
brand
values
and
used
them
to
take
that
leap
to
a
differen=ated
brand
purpose
space
and
hence
claim
believable
stake
to
this
otherwise
generic
category
truth.

16. “Real
Beauty”
Beauty,
Glamour,
Celebri=es
etc;
Freshness,
Soness,
winter
care,
summer
care,
youth
etc;
Shade
cards,
endorsements,
etc;

17. How
did
DOVE
break
away
from
the
category
clichés
&
arrive
at
“Real
Beauty”…

18. Product
Benefit:
Soap
so
so,
filled
with
1/4th
moisturizing
cream
that
it
cleans
without
damaging
skin.
It
“CARES”
unlike
any
other
soap.
EmoLonal
Benefit:
baby
so
skin,
touchable,
younger
looking
skin
etc;
-­‐
leading
to
desirability,
aSrac=veness,
confidence
etc;
Socio-­‐Cultural
Benefit:
In
a
world
where
beauty
is
a
source
of
anxiety,
we
stand
for
real
beauty
–
where
beauty
is
a
source
of
confidence.
We
stand
for
real
beauty,
where
you
only
need
to
look
beSer
your
way
and
the
way
you
are.

19. Insight:
Different
geographies,
different
geo-­‐biological
condi=ons
lead
to
different
body/skin/hair
&
feature
types.
These
are
then
passed
on
from
genera=on
to
genera=on
via
genes.
However
the
fashion
&
cosme=c
Industry
was
idolizing
a
par=cular
body/skin/hair
feature
type
as
the
most
aspira=onal
and
with
the
power
of
system
corrected
adver=sing
making
any
woman
who
did
not
look
like
that
feel
anxious
and
lowered
their
self-­‐esteem.
CreaLve
ConnotaLon:
Dove
stood
for
“Real
Beauty”.
Where
real
beauty
is
in
the
inside
and
real
beauty
is
in
the
way
you
naturally
are.
Every
woman
has
the
right
to
look
more
beau=ful
and
feels
more
confident
when
she
has
groomed
herself,
but
Dove
sought
to
tell
them
to
enhance
how
they
look
and
not
aspire
to
look
like
someone
else.

20. Well
the
leap
seems
amazing,
but
why
Dove…
Any
so/caring
soap
brand
(especially
replica=ng
the
product
formula/
construct)
could
have
claimed
it…

21. Dove
infact
failed
miserably
when
it
started
its
adver=sing
around
creaminess
&
soness.
hSp://www.slideshare.net/laurafalo=co/dove-­‐brand-­‐evolu=on
Its
success
can
be
aSributed
only
aer
they
went
beyond
the
roduct
USP’s
and
searched
for
their
brand
value
(borne
out
of
the
Brand
DNA
&
its
marriage
with
the
product
USP).
The
origin
Story:
Dove
was
originally
invented
during
world
war
2.
The
need
came
from
washing
the
deep
scathes
and
sensi=ve
wounds
of
soldiers
with
great
gentle
care.
Normal
soaps
were
unable
to
do
the
same.
hUp://www.adbrands.net/us/dove_us.htm
Values:
Care
beyond
the
skin,
care
beyond
mere
cleansing
or
beauty
Unique
Brand
Values

22. Unique
Brand
Values
Care
beyond
the
skin,
care
beyond
mere
cleansing
or
beauty
.

23. Notable
Note:
DOVE
rose
beyond
mere
product
USP’s
(having
once
failed
playing
that
game)
such
as
soest
soap,
it
creams
while
it
washes
etc;
From
its
brand
DNA,
behavioural
codes
and
product
truths
–
it
iden=fied
its
unique
brand
values
and
used
them
to
take
that
leap
to
a
differen=ated
brand
purpose
space
and
hence
claim
believable
stake
to
this
otherwise
generic
category
truth.

25. “Jaago
Re”
Blends,
Mixes,
Origins
etc;
Taste,
Colour,
Thickness/Body/
Viscosity
etc;
Refresh,
Rejuvenate,
Cleanse,
Energise
etc;

26. How
did
Tata
Tea
break
away
from
the
category
clichés
&
arrive
at
“Jaago
Re”…

27. Product
Benefit:
Tea
revives,
tea
rejuvenates,
Tea
refreshes,
tea
energizes,
tea
awakens
your
senses
EmoLonal
Benefit:
get
back
to
work,
feel
refreshed,
get
ac=ve
to
play
with
kids
or
romance,
get
together
etc;
Socio-­‐Cultural
Benefit:
In
a
world
where
systemic
corrup=on
is
ea=ng
away
morali=es
and
harming
the
growth
of
the
na=on…
AWAKEN…“WAKE_UP”
and
stand
for
the
right
thing,
demand
the
right
things…

28. Insight:
India
had
emerged
from
the
scarcity
economy,
crossed
the
indulgence
economy
and
is
transi=oning
into
a
social-­‐economy.
Where
the
youth
are
seeking
to
be
ac=ve
and
par=cipate
in
social
good.
They
were
ready
to
wake
themselves
and
others
up
to
stand
up
for
the
right
things
and
ques=on
&
challenge
systemic
corrup=on.
CreaLve
ConnotaLon:
Tata
Tea
stood
for
“Jaago
Re”
(wake-­‐up
&
Stand
up).
The
character
of
tea
unlike
coffee
is
individualis=c,
sharp.
Tea
has
also
been
part
of
many
a
revolu=on,
a
movement
and
an
intense
debate.
While
Coffee
is
sophis=cated,
urbane,
Sauvé
and
is
about
affilia=on…tea
is
about
energized
ac=va=on.
Tata
Tea
took
this
insight,
married
it
with
the
revive/wake-­‐up
your
sense
to
a
socio-­‐cultural
level
to
own
Jaago
Re.

29. Well
the
leap
seems
amazing,
but
why
TATA
TEA…
Any
tea
brand
could
have
actually
claimed
it…

30. The
MOTHER
Brand’s
DNA
&
credibility:
Would
any
of
us
have
believed
in
this
campaign
and
brand
stance
if
Reliance
had
a
tea
brand
and
claimed
this
territory?.
Tata
has
been
caring
for
India
as
a
society,
beyond
its
profitability
since
before
India’s
independence.
We
all
have
heard
rumors
of
JRD
offering
Indira
Gandhi
to
do
up
the
railways
for
free.
We
all
know
that
Air
India
was
actually
a
TATA
company.
The
Nano
(democra=zing
a
car),
TATA
hospitals,
Tata
Ins=tute
Of
Social
Sciences,
their
philanthropy
and
their
disposi=on
towards
the
larger
society
is
within
their
very
brand
DNA,
Values:
TATA
cares
for
India,
is
invested
in
its
economic,
moral
and
socio-­‐cultural
growth.
Unique
Brand
Values

31. Unique
Brand
Values
TATA
cares
for
India,
is
invested
in
its
economic,
moral
and
socio-­‐cultural
growth.

32. Notable
Note:
TATA
TEA
rose
beyond
mere
product
USP’s
such
as
refresh,
revive,
re-­‐
energize
etc;
and
it
went
beyond
the
mere
emo=onal
benefits
of
feeling
refreshed
enough
to
play
cricket
or
dance
or
to
bond
with
family.
From
its
brand
DNA,
behavioural
codes
and
product
truths
–
it
iden=fied
its
unique
brand
values
and
used
them
to
take
that
leap
to
a
differen=ated
brand
purpose
space
and
hence
claim
believable
stake
to
this
otherwise
generic
category
truth.

33. Hence
the
approach,
that
we
need
to
deploy
for
our
brand:
Start
with
the
product
truth,
marry
it
with
a
Brand
DNA
truth
and
behavioural
codes
and
iden=fy
a
value/set
of
values.
Then
find
a
relevant
socio-­‐cultural
level
truth
that
it
can
enable.
Note:
Don’t
stretch
this
truth
too
far
away
from
the
category’s
reality
though.

34. A
poignant
notable
Note:
How
do
some
of
these
brands
do
orchestra=on
over
Equity
Vs
Business
Needs
of
the
brand…

35. While
a
philosophy,
a
belief
system,
a
faith
is
important
for
larger
existen=al
iden=fica=on
and
love,
everyday
needs
cannot
be
fulfilled
by
philosophy.
You
can
pray
to
god,
but
you
do
have
to
=ll
the
soil
to
feed
your
family
and
fill
your
stomach.

36. Just
like
belief
&
life
for
people,
a
brand
needs
to
have
a
larger
belief
&
a
purpose
for
consumers
to
iden=fy
with
it
as
people
and
display
brand
love
beyond
the
transac=onal
rela=onship
of
product
&
consumer.
However,
a
brand
has
business
needs
and
it
needs
to
deliver
on
immediate
everyday
category
benefits
for
the
the
consumer.

37. A
soap
s=ll
has
to
cleanse
&
soen,
a
compu=ng
brand
s=ll
needs
to
talk
about
its
product
features
and
its
immediate
benefits
and
an
airline
has
to
talk
about
service,
indulgence
and
connec=vity…

38. Hence
these
brands
which
have
etched
out
a
larger
purpose
for
themselves,
objec=vely
operate
with
a
duality
of
behaviour….marrying
Brand
belief
&
purpose
with
business
reali=es
&
product
USPs…

40. hSps://www.youtube.com/watch?v=kwYr4LAIUjk

41. How
does
Emirates
carry
its
brand
essence
to
its
product
communicaLon:
1. Brand
Purpose
Based
Strap
Line
2. Talking
the
language
of
“Tomorrow”
–
example:
“wake
up”
to
flying
as
it
should
be.
3. Dream
Big
Business
class
–
visuals
of
“waking-­‐up”
“wake-­‐up”
has
been
taken
as
a
brand
purpose
con=nuity
device…as
you
do
wake-­‐up
to
tomorrow.
Tomorrow
arrives
only
when
you
wake-­‐up.
Note:
However
they
have
further
dug-­‐back
into
their
brand
purpose
and
seem
to
be
transi=oning
towards
“Keep
Discovering”
as
a
crea=ve
plaporm,
which
essen=ally
share
the
same
essence
of
“Hello
Tomorrow”
at
its
core.

44. How
does
DOVE
carry
its
brand
essence
to
its
product
communicaLon:
1. So
semio=cs
conno=ng
care
&
hence
the
milky
white
background
(conno=ng
womb/mother
signifiers),
choice
of
music
and
overall
tone
and
manner
2. Cas=ng
of
talent.
Real
like
models
or
real
people
instead
of
standard
models.
3. Subtle
and
more
believable
product
benefit
devices
4. Tes=monial
nature
of
their
communica=on,
where
protagonists
seem
to
be
having
a
conversa=on
with
consumers
rather
than
ac=ng
for
them
or
preaching
to
them.
Real
Beauty
believes
in
delivering
Real
Results.

46. hSps://www.youtube.com/watch?v=9038u9ngPOQ

47. How
does
Apple
carry
its
brand
essence
to
its
product
communicaLon:
1. Intui=ve,
Simple
&
Minimalis=c,
Innova=ve
and
above
all
pride
in
the
power
of
design
are
the
values
that
Apple
carries
to
its
communica=on.
2. It
treats
itself
as
the
8th
wonder
of
the
world
and
simply
uses
the
above
opera=onal/behavioural
codes
extracted
from
its
DNA
in
its
product
communica=ons.

48. …are
other
such
dual
behaviour
based
examples
of
brands,
which
are
orchestra=ng
brand
equity
via
thema=c
&
business
needs
via
product
USPs.

49. De-­‐code
&
r-­‐engineer
brand
Values,
don’t
ignore
values!!

50. Once
I
was
asked,
whether
marketers
have
lost
the
paLence
to
build
brands,
I
opine
that
its
actually
the
brand
partners
who
have
lost
the
paLence
to
engineer
great
brands…

51. Now
that
you
have
cra]ed
a
great
brand
purpose
–
what
next?
Well
empower
the
brand
to
engage
in
the
socio-­‐digital
age.
Refer
to
Complete
Consumer
Engagement
Strategy
by
@wolfzowl.
hSp://www.slideshare.net/ChallapalliKalyanRam/complete-­‐
consumer-­‐engament-­‐strategy

52. PaLence
is
the
name
of
the
game,
and
a
true
strategist
is
a
watch
maker…so
having
cra]ed
the
poignant
brand
purpose,
roll
up
your
sleeves
and
make
the
brand
cra]
work
harder
for
the
business
&
profitabiity
of
the
brand…
Refer
to:
hUp://www.slideshare.net/ChallapalliKalyanRam/temple-­‐strategy-­‐product-­‐
role-­‐in-­‐brand-­‐creaLon-­‐provocaLon
#wolfSIGHTS
Ensure
that
the
consumers
belief
in
you
as
a
brand
is
blessed
with
an
ability
L
deliver
every
day
results…for
the
end
of
a
brand
purpose
journey
is
just
the
beginning
of
the
profitability
&
immediacy
journey!!

53. Howl