Best of 5 Brand Development Pioneers to Watch Out March2024

Best of 5 Brand Development Pioneers to Watch Out LOOK I N D I A I N D I A Vol 03 Issue 01 2024 www.ciolookindia.com Mrs Amarja Korhalkar Vaidya Founder AK Media Services The Dynamic Duo of Amarja and Bhushan – On the AK Media Services Mission Powering Your Digital Marketing Dream Mr Bhushan Vaidya Founder AK Media Services

Best of 5 Brand Development Pioneers to Watch Out

THE PIONEERS OF BRAND DEVELOPMENT: LEADERS SHAPING THE FUTURE I n the dynamic world of branding, where innovation and creativity reign supreme, there exist a select group of individuals who are pioneering the way forward. These visionaries are not just shaping the present, but they are also laying the foundation for the future of brand development. As we navigate through an increasingly competitive marketplace, it is essential to recognize and celebrate the contributions of these brand development pioneers. While each of these pioneers brings a unique perspective and approach to the table, they all share a common commitment to excellence and a relentless pursuit of innovation. They understand that building a successful brand requires more than just clever marketing tactics; it requires authenticity, integrity, and a deep connection with consumers. As we look to the future of brand development, it is clear that these pioneers will continue to play a pivotal role in shaping the industry landscape. Their vision, creativity, and leadership will inspire the next generation of brand builders, driving innovation and driving positive change in the years to come. At the forefront of this movement is a cadre of leaders who possess a deep understanding of consumer behaviour, market trends, and the ever-evolving digital landscape. They are adept at harnessing the power of storytelling, design, and technology to create compelling brand experiences that resonate with audiences on a profound level. In this CIOLook India’s exclusive edition titled “Best of 5 Brand Development Pioneers to Watch Out,” the pioneers of brand development are the driving force behind the evolution of the industry. Their unwavering dedication to excellence, coupled with their innovative spirit, makes them leaders to watch out for in the ever-changing world of branding. As we celebrate their achievements and contributions, let us also look forward to the exciting possibilities that lie ahead in the world of brand development. These pioneers are not bound by convention; instead, they are constantly pushing the boundaries of what is possible, redefining the rules of engagement, and challenging industry norms. Their boldness and willingness to take risks have set them apart from their peers, positioning them as true trailblazers in the field of brand development. Editor's Note - Gaurav PR Wankhade Managing Editor

CONTENTS Profiles Cover Story 08 Manas Dewan 22 A Pioneering Force and Global Grand Strategist of Brand Kiln Meet Ram Gudipati 26 A Visionary Pioneer in Brand Development articles The Dynamic Duo of Amarja and Bhushan – On the AK Media Services Mission Powering Your Digital Marketing Dream 18 Consistency is Key The Secret Weapon of Successful Brands: Is Your Brand Story Telling the Right Tale? 30 Modern Perspec?ves How to Connect with Your Audience with the Power of Brand Storytelling?

FOLLOW US ON www.twitter.com/ciolookindia www.facebook.com/ciolookindia/ LOOK Best of 5 Brand Development Pioneers to Watch Out I N D I A www.ciolookindia.com WE ARE ALSO AVAILABLE ON Abhishek Joshi Editor-in-Chief CONTENT CONTACT US ON Managing Editor: Gaurav PR Wankhade Assisting Editor : Prajakta Zurale Email sales@ciolookindia.com For Subscription www.ciolookindia.com Company Featuring Brief DESIGN As the Founder and CEO of BrandLoom, Avinash has a rare opportunity to see behind the scenes of hundreds of brands, see what's working and what's not working. Avinash Chandra, Founder and CEO BrandLoom Consulting Visualizer: Sandeep Tikode Art & Design Director: Sameen Arif Associate Designer : Rashmi Singh Copyright © 2024 CIOLOOK India, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from CIOLOOK India. Reprint rights remain solely with CIOLOOK India. Currently serving as the Founder Director of Brand Kiln Pvt, Manas Dewan emerges as a pioneering force in the realm of brand development, leveraging over two decades of profound corporate leadership experience spanning across India, the Middle East, and Europe. Manu Bennur, based in Bengaluru, is currently a Partner at Whitespace Brand Consulting, bringing experience and a robust skill set that includes Sales, Marketing, Business Development, Interpersonal Communication Abilities, Positive Team Player and more, contributes valuable insights to the industry. Manas Dewan, Founder Director Brand Kiln Pvt. Ltd. SALES Manu Bennur, Partner and Brand Strategist Whitespace Brand Consulting Vice President : Swapnali Vasaikar Asst. Vice President : Tejaswini Whaval Sr. Team Leader : Suraj Gadekar The dynamic duo of Amarja and Bhushan are providing a wide spectrum of Internet Marketing services to all kinds of businesses, and offer global solutions of Digital Marketing and communication through Websites, Social Media Platforms, and Search Engines. Mrs Amarja Korhalkar Vaidya and Mr Bhushan Vaidya, Founders BDE : Meera Patel AK Media Services TECHNICAL Technical Head : Prachi Mokashi Technical Specialist: Rajeshwari Avhad Technical Consultant : Tanaji Fartade Ram has over 20 years of experience in branding and advertising, nine of which are as the co-founder of Brand Harvest Consulting Pvt. Ltd. Brand Harvest Consultancy Pvt Ltd Ram Gudipati, Founder and CEO sales@ciolookindia.com March, 2024 SME-SMO Research Analyst : Renuka Kulkarni SEO Lead : Nikita Khadalkar Cover Price: Rs.300/-

The Dynamic Duo of c o v e r s t o r y Amarja and Bhushan – On the AK Media Services Mission Powering Your Digital Marketing Dream Mrs Amarja Korhalkar Vaidya Mr Bhushan Vaidya Founder AK Media Services Founder AK Media Services

T steering the course, stand the modern-day digital marketing pioneers–Mrs Amarja Korhalkar Vaidya and Mr Bhushan Vaidya. They are the visionaries, the innovators, and the strategists who are not just navigating the digital space but actively shaping it, transforming it into a launchpad for businesses to achieve their wildest digital dreams. hink of a vibrant, ever-evolving landscape where businesses can blossom and reach unimaginable heights. That's the digital world, and at the forefront, Our commitment to leveraging cu?ng-edge tools and so?ware is evident in every aspect of our opera?ons. But how, you ask, are Amarja and Bhushan fuelling these dreams? communication to grasp each client's specific requirements and goals.” This foundational step ensures that their operations are aligned with client expectations from the outset. In the dynamic landscape of India's digital marketing scene, Amarja and Bhushan established Founded in 2015, with their reliable and results-oriented agency, Amarja and Bhushan have helped companies to transform themselves. They are recognized as the most trusted partners for businesses of all sizes, guiding them through the ever-evolving digital realm. AK Media Services . Tailored Solutions and Flexibility: AK Media Services is committed to providing customized solutions that meet each client's unique requirements. Amarja says they understand that one size does not fit all and are flexible in adapting their operational processes to accommodate diverse needs. “This approach allows us to deliver services that meet and exceed client expectations.” Building Bridges with Data Unlike old-school marketing, relying solely on intuition, Amarja, Bhushan and their team of experts leverage data like never before. They employ powerful analytics tools to understand customer behaviour, predict trends, and personalize campaigns with laser-sharp precision. This data-driven approach ensures every click and every interaction fuels targeted engagement, leading businesses closer to their goals. Continuous Improvement: Operational proficiency is an ongoing journey. Bhushan says, “We emphasize a culture of continuous improvement within our organization.” Regular assessments, feedback loops, and performance evaluations help them identify areas for enhancement. By constantly refining their processes, they ensure that their operations evolve with the changing landscape of client expectations and industry standards. According to the dynamic duo, the AK Media Services team keeps no stone unturned when it comes to client expectations from marketing. A proper research process is implemented at AK Media Services, making each campaign a success as per the goal. Investment in Technology: Amarja furthers, “We leverage cutting-edge technology to enhance operational efficiency. This includes investing in advanced tools, software, and infrastructure that streamline our processes. By staying at the forefront of technological advancements, we can deliver services with speed, accuracy, and innovation, meeting and exceeding our clients' expectations.” AK Media Services recognizes that the essence of brand development is deeply rooted in achieving seamless operations and enhancing the business eco-system and industrial efficiency. Amarja says, “We understand that balancing operational proficiency and meeting client expectations is crucial for sustained success. Here's how our company achieves this delicate equilibrium:” Skilled and Empowered Team: According to Bhushan, their success lies in the expertise and dedication of their team. “We invest in training programs to update our workforce with industry trends and skills. Empowering our team members to make decisions and contribute ideas fosters a collaborative environment responsive to operational demands and client expectations.” Comprehensive Understanding of Client Needs: Bhushan says they start by thoroughly understanding their client's needs and expectations. “Our team engages in open

Transparent Communication: They further that clear and transparent communication is a cornerstone of their approach. “We maintain an open line of communication with our clients throughout the project lifecycle.” This ensures adjustments or modifications can be made in real- time, minimizing the gap between operational proficiency and evolving client expectations. Amarja insists, “We ensure every team member understands and implements this philosophy's importance.” It is very easy to suggest marketing tools or platforms. However, understanding the goals of the brand, crafting the strategy, identifying correct marketing platforms, and executing exactly what needs to be executed are the roles of a strong- minded marketer. Each AK team member follows the statement thoroughly, which is why the AK team crafts the best strategies for clients and can promise good ROI per goals. Right from the founders to the intern, each is given an equal chance to perform and state their opinion. From day one, Bhushan and Amarja ensured that those recruited in the company should experience ‘Freedom of speech and performance.’ We understand that striking a balance between opera?onal proficiency and mee?ng client expecta?ons is crucial for sustained success. AK Media Services stands on the ‘Power of Skilled Marketers.’ Each person has their capability, ability to perform and power of thinking. As leaders, Bhushan and Amarja ensure that each team member is given a fair chance to prove their ability and enhance it. This mindset has made the AK Media Services team a strong foundation- led marketing company where everybody performs at their best to give the best results to the client. In essence, AK Media Services is committed to a dynamic and client-centric approach to brand development. By combining operational excellence with a deep understanding of client needs, the team strives to create a harmonious and mutually beneficial partnership that drives the success of clients and the company. Embracing the Power of Innovation The digital landscape is constantly evolving, and these pioneers are at the forefront, embracing emerging technologies like Blockchain, VR/AR, and voice search. They experiment, break boundaries, and push the limits of what's possible, creating innovative campaigns that truly set businesses apart. young age and took the responsibilities on his shoulders. Both Bhushan and Amarja became good friends and started helping each other with the combined vision. After completing his degree, Bhushan began working as a content producer with one of the news channels. Even though he started his job, the dream of founding his own marketing company kept him looking for opportunities. Storytelling Through Every Pixel From the company’s goal setting to the performance review, everything is discussed, keeping in mind that everybody is human and has weaknesses and strengths. Amarja and Bhushan also help their team members improve their weaknesses and enhance their strengths. “The philosophy we believe is a quote by Hon. Ratanji Tata: ‘If you want to walk fast, walk alone. But if you want to walk far, walk together’,” says Bhushan. Amarja, Bhushan, and their team are masters of weaving narratives that resonate, using captivating visuals, interactive experiences, and emotionally charged content. “We understand that attention spans are fleeting, so we craft stories that grab eyeballs and hold hearts, leaving a lasting impression on potential customers,” says Amarja, who always planned to be in the marketing business. Bhushan says, “Benjamin Franklin once said, ‘For the best return on your money, pour your purse into your head’.” For the growth of any company, every team member must be updated with the market and its trends. “At AK Media Services, we encourage our team members to take different courses and enhance their skills. We also occasionally arrange various lectures and training programs for our team members.” For a marketing company, it is also important to be updated with the software and tools required. The company makes its best efforts to be ahead of time and updated. Bhushan recalls, “Amarja and I talked for hours about how to start our venture as there was no godfather for us to hold hands with.” Embracing Automation, Unleashing Agility It was in her 12th standard when she decided to be in the marketing industry. Of course, the path was new and unexplored for her as she comes from the small town of Kopargaon, and none of her family was in this sector. Modern pioneers like Amarja and Bhushan know the value of time. They leverage automation tools and AI-powered solutions to streamline repetitive tasks, freeing their teams to focus on strategic thinking and creative ideation. This agility allows them to adapt to ever-changing trends and respond to real-time customer needs, propelling businesses ahead of the curve. Parallelly, Amarja started taking freelancing marketing projects to explore the industry more and more. The work quality and the workflow were good with her. It was in 2015 when Bhushan and Amarja decided to take a leap of faith and start their venture under the name ‘AK Media Services.’ However, she always had a business blood. After completing B. Sc Chemistry, Amarja stepped into Pune and took a year’s break to study for the MBA marketing entrance exam. She learned about Pune University’s M. Sc in Communications course during this time. It was a com- pletely new dimension for her and a new path altogether to get into the course. Yet, she chose it over an MBA. Amarja and Bhushan’s leadership style is often recognized as a driving force behind their achievements. Shedding light on their approach, Amarja says the first thing that is followed in AK Media Services is that each associated with the team is considered a ‘Team Member’ and not an employee. Bhushan quit his job and came back to Pune. “It was a new beginning of a passionate project for both of us,” says Amarja. AK team started with three people in a garage room, Amarja herself, Bhushan and Madhura, making efforts day and night to create the best Marketing Company in India. According to them, in the dynamic landscape of brand development, AK Media Services embraces technology as the cornerstone of its strategy to enhance efficiency and remain at the forefront of the digital age. Amarja says, “Our commitment to leveraging cutting-edge tools and software is evident in every aspect of our operations. By integrating advanced technology, we streamline our processes, ensuring operational precision and the delivery of high- calibre services to our clients.” “Because here I could learn not only marketing theory but also all types of communications, content production, Research and much more,” recalls Amarja. When she started studying at Pune University, she met her senior, Bhushan Vaidya. Today, AK Media Services is a team of passionate members working hard to make a difference in marketing. From day one, Bhushan and Amarja decided on their roles and responsibilities, making it a strong team that no one could break, no matter what. In 2017, they got married and are leading a successful business and married life. Bhushan was a focused student involved in various activities like script writing, newspaper article writing, student news channel reporting, drama direction, and production. Bhushan adds, “Data holds the key to informed decision- making, and we harness its power through sophisticated analytics. This data-driven approach enables us to gain valuable insights into market trends, consumer behaviour, and industry shifts, empowering us to adapt our services to meet evolving needs.” Marke?ng should not be an expense; it should be an investment. Today, AK Media Services works with the most important guiding philosophy: ‘Marketing should not be an expense. It should be an investment.’ From a middle-class family, Bhushan started working part- time right from his 12th. He supported his family from a

They foster communities around brands, creating spaces for interaction, loyalty, and advocacy. This organic engagement fuels authentic brand love, ultimately translating into long- term success for businesses. Our vision for AK Media Services is a tapestry woven with passion, innova?on, sustainability, and a commitment to excellence. Furthermore, Amarja adds that at AK Media Services, they believe in the transformative power of their workforce and recognize that they are the true architects of the company’s success. “As the founders, fostering a culture of growth, skill development, and empowerment is not just a mission statement; it's a guiding principle deeply embedded in the fabric of our organization. From the outset, we envisioned AK Media Services as more than just a workplace; it's a community where every team member is valued and encouraged to thrive. We cultivate a culture of growth by investing in continuous learning opportunities,” says Amarja. Digital marketing, a pivotal component of brand development, is approached with innovation. From engaging social media campaigns to strategic SEO optimization, they capitalize on digital platforms to maximize brand visibility and foster meaningful connections with audiences. Empowerment is not a buzzword; it's a daily practice. Bhushan and Amarja’s leadership style is built on trust and collaboration. “Each team member is encouraged to voice their ideas and contribute meaningfully to our projects,” says Bhushan. Automation is seamlessly woven into the team’s workflows, reducing manual effort and enhancing accuracy. “This strategic use of technology allows our teams to focus on the creative and strategic elements of brand development, ensuring a holistic and impactful approach,” says Amarja, adding that the virtual collaboration tools facilitate seamless communication and project management across their global teams. Their open-door policy isn't just symbolic; it's a commitment to transparent communication. Regular feedback sessions and performance reviews are not about scrutiny but about mutual growth. Bhushan says they celebrate achievements and view challenges as opportunities for improvement, ensuring that each team member feels supported on their professional journey. Bhushan says, “In an interconnected world, these tools ensure that our collaborative efforts remain efficient, regardless of geographical distances. Moreover, our commitment to staying ahead extends to the proactive adoption of emerging technologies.” Amarja adds, “Beyond professional development, we prioritize the well-being of our employees.” A positive work environment is crucial for creativity and productivity. Whether it's integrating augmented reality experiences or leveraging the power of artificial intelligence, they stay agile in their approach, ensuring that their clients benefit from the latest and most impactful technological advancements. Modern Day Digital Marketing Pioneers “AK Media Services is not just a company; it's a collective effort fuelled by the passion and dedication of our team. The success of our organization is a testament to each employee's incredible talent and commitment. As the founder, my role is not just to lead but to inspire a culture where everyone can flourish, grow, and contribute to the collective success of AK Media Services,” states Amarja. In the ever-evolving landscape of India's brand development sector, AK Media Services has indeed encountered its fair share of challenges. One instance that stands out as a At AK Media Services, their tech-centric philosophy isn't just about keeping pace and leading the way. “By continu- ally embracing and adapting to the advancements in technology, we optimize our services, ensuring that our clients navigate the digital age with confidence and success,” says Amarja and Bhushan. Community Building, Not Just Branding It's no longer about shouting the loudest. These pioneers understand the power of building genuine connections.

Best of 5 Brand Development Pioneers to Watch Out Words for the Wise Never underestimate the power of storytelling. Effective brand development is about telling compelling stories that connect emotionally with your audience. Craft narratives that showcase your clients' products or services evoke genuine emotions and forge lasting connections. testament to the team's resilience and ingenuity unfolded during economic turbulence that significantly impacted client budgets and market dynamics. organizational culture where every team member finds fulfilment in their work, allowing them to unleash their creativity and contribute meaningfully to our collective success. Our commitment to significantly impacting India's brand development landscape is underlined by the belief that, as Nelson Mandela stated, "It always seems impossible until it's done." Their experience in the brand development niche has made Amarja and Bhushan stalwarts amongst their peers. Their advice to budding entrepreneurs aspiring to venture into the brand development niche is profound. Bhushan recalls it was a challenging time, marked by uncertainty and a cautious business environment. Many clients were tightening their belts, and the demand for brand development services saw a noticeable dip. Lastly, patience and perseverance are non-negotiable. Building a reputable brand development business takes time. Be patient with the process, learn from setbacks, and persevere through challenges. Success is often the result of resilience and unwavering determination. Embarking on a journey in the brand development niche is both exhilarating and challenging. Bhushan says, “Drawing from our experience at AK Media Services, where we've carved a niche as stalwarts in the industry, here is some heartfelt advice for budding entrepreneurs venturing into the dynamic realm of brand development.” We see challenges not as obstacles but as opportunities to prove what is achievable. Through determination, resilience, and a relentless pursuit of excellence, we aspire to overcome barriers and set a precedent for the industry.” As the founders of AK Media Services, navigating through this adversity required a blend of strategic thinking, adaptability, “And unwavering confidence in our team's capabilities. Rather than succumbing to the prevailing gloom, we saw this as an opportunity to redefine our approach and showcase our adaptability. The first step was open and transparent communication with our team.” As you embark on your journey into the brand development niche, remember that it's not just about creating brands; it's about crafting meaningful experiences. Stay true to your vision, keep learning, and let your passion propel you forward. The brand development landscape is vast, and with dedication, innovation, and a genuine commitment to your craft, you can create a lasting impact in this dynamic industry. Reshaping the Brand Development Landscape First and foremost, embrace the essence of authenticity. In a world saturated with brands, authenticity is your unique identifier. Define your brand with a clear purpose, values, and a genuine narrative that resonates with your target audience. Authenticity builds trust, and trust is the foundation of any successful brand. In conclusion, Amarja and Bhushan say their vision for AK Media Services is a tapestry woven with passion, innovation, sustainability, and a commitment to excellence. As they navigate the future, they are guided by these principles and inspired by the words of Robert H. Schuller: "What would you attempt to do if you knew you could not fail?" Amarja adds that they shared their challenges and, more importantly, instilled confidence in their collective ability to overcome them. “In response to the changing market dynamics, we pivoted our strategy. Our team brainstormed innovative solutions and devised cost-effective yet impactful approaches to meet our clients' evolving needs. We explored new market segments and identified niches where our expertise could bring unique value.” Learn to listen actively. Understanding your clients' needs and the market landscape is paramount. Dive deep into market research, engage in meaningful conversations with potential clients, and be receptive to feedback. The more you listen, the better equipped you'll be to tailor your brand development strategies to meet the evolving demands of your clients. Fuelling Business Dreams in the Digital Age “Our answer is to redefine the possibilities in India's brand development landscape and to leave an enduring legacy of creativity, impact, and purpose,” concludes Amarja. Looking to the future, Bhushan divulges his vision: “I envision a future that transcends conventional boundaries and propels our company to new heights, making a lasting impact on India's brand development landscape. Our vision is not just about success; it's about shaping the narrative of brands and leaving an indelible mark on the industry. One of my favourite quotes by Steve Jobs encapsulates our approach to the future: "Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do." Crucially, they invested in upskilling their team during this period. Recognizing that versatility was key, they provided training in emerging technologies and refined their service offerings to align with the shifting demands of the industry. “This boosted our team's confidence and enhanced our overall capabilities. The resilience of our team became evident as we successfully retained existing clients through collaborative problem-solving and, simultaneously, attracted new clients by showcasing our adaptability and forward-thinking approach,” says Amarja. The period of adversity became a catalyst for innovation and growth within AK Media Services. These modern-day digital marketing pioneers are not just service providers. They are dream weavers. They are the architects of possibility, building the bridges that connect businesses to their digital aspirations. With their expertise, unwavering innovation, and deep understanding of the human connection, they are powering the future of business, one click, one story, one community at a time. Adaptability is your greatest ally. The brand development landscape is fluid, influenced by technological advancements, cultural shifts, and ever-changing consumer preferences. Stay agile, be open to new ideas, and continuously adapt your strategies to stay ahead of the curve. Embrace change as an opportunity for growth rather than a hurdle. Led by Amarja and Bhushan, team AK Media Services is more than another marketing agency. They are passionate about understanding your unique business goals and leveraging their expertise in social media, websites, and search engine optimization to achieve them. The team of passionate individuals combines strategic thinking with cutting-edge technologies to deliver creative and effective solutions. “This sentiment underscores our commitment to passion- driven excellence. We aspire to infuse every project with a genuine love for our craft, ensuring our work resonates with authenticity and purpose. Looking ahead, our vision encompasses innovation as a driving force. Henry Ford once said, "If you always do what you've always done, you'll always get what you've always got." Invest in relationships – both within your team and with your clients. A cohesive and motivated team is your greatest asset. Foster a collaborative work environment encouraging creativity, innovation, and a shared commitment to excellence. Looking back, Bhushan says this challenging phase served as a defining moment for their organization. “It reinforced the importance of staying agile, fostering a culture of continuous learning, and, most importantly, relying on our team's collective strength and ingenuity. Today, as a leader in India's brand development sector, we carry the lessons learned from that experience. We use them as stepping stones toward sustained success and resilience in facing future challenges.” Cultivate client relationships based on trust, transpar- ency, and a genuine desire to help them succeed. Strategic differentiation sets you apart. Identify what makes your brand development approach unique and capitalize on it. Whether it's a particular expertise, a novel methodology, or a commitment to sustainability, stand out by offering something distinctive that resonates with your target audience. So, are you ready to partner with Amarja, Bhushan, and their team of modern-day digital marketing pioneers and turn your business dreams into digital reality? We are committed to pushing the boundaries of creativity and embracing emerging technologies to redefine the landscape of brand development. We aim to be pioneers, set new standards, and inspire others to follow suit. A key aspect of our vision is sustainability.” If yes, then contact AK Media Services today! Amarja adds, “Our vision for AK Media Services goes beyond conventional success metrics. We aim to create an

The Secret Weapon of Successful Brands: Brand Story Telling the Right Tale? Consistency is Key Is Your I n a world bombarded with marketing messages, standing out from the crowd can feel like an uphill battle. In the fiercely competitive world of marketing, where brands vie for consumers' attention and loyalty, consistency emerges as the success mantra that sets apart successful brands from the rest. Consistency in brand messaging, visuals, and yes, even your brand story, is the key to building trust and recognition. Consistency in brand storytelling plays a pivotal role in shaping consumer perceptions, building brand equity, and fostering long-term relationships with customers. But what does it mean for a brand story to tell the right tale? Consistency a secret weapon that successful brands wield. Why Consistency Matters: Brand Recognition: When your brand story, visuals, and messaging are consistent across all platforms, you create a unified image. This makes your brand instantly recognizable, even in a fleeting glance. Imagine the golden arches of McDonald's – a single image instantly conjures a story of family, affordability, and a familiar flavor. Building Trust and Credibility: Consistency breeds trust. When your brand story aligns with your actions and messaging, it conveys a sense of reliability and authenticity. People know what to expect when they interact with your brand, leading to stronger customer relationships. When a brand delivers a consistent message across all touchpoints – from its website and social media channels to its products and customer service – it reinforces its reliability and credibility in the eyes of consumers. Consistency assures customers that they can expect a certain level of quality and reliability from the brand, leading to increased trust and loyalty over time. 18 | www.ciolookindia.com 19 | www.ciolookindia.com Feb, 2024 Feb, 2024

Amplifying Your Message: A consistent narrative reinforces your brand story. Every touchpoint, from your website to your social media posts, echoes the same core message, making it more impactful and memorable. • Is your story consistently told across all marketing materials, from packaging to social media? Crafting a Consistent Brand Story: Develop a Brand Style Guide: This document outlines your brand voice, tone, visuals, and messaging, ensuring consistency across all platforms. Reinforcing Brand Identity: A consistent brand story helps reinforce the brand's identity and values. By consistently communicating its unique selling proposition, brand personality, and core values, a brand can carve out a distinct identity in the minds of consumers. Consistency ensures that customers can easily recognize and differentiate the brand from its competitors, strengthening brand recall and affinity. Empower Your Team: Educate your marketing team and anyone involved in customer interactions about your brand story. Monitor Consistency: Regularly assess your marketing materials and customer interactions to identify any inconsistencies. Creating Memorable Experiences: Consistency extends beyond messaging to encompass the entire customer experience. Brands that deliver consistent experiences at every touchpoint – whether online, in-store, or through customer service – create a sense of familiarity and comfort for consumers. Consistent experiences leave a lasting impression, making it more likely for customers to return and recommend the brand to others. Consistency is an ongoing journey. By delivering a consistent brand story, brands can build trust and credibility, reinforce their identity, create memorable experiences, and ultimately, drive brand equity and loyalty. However, achieving consistency requires a strategic approach, ongoing monitoring, and a commitment to continuous improvement. Building Brand Equity: Consistency is a cornerstone of brand equity. Brands that maintain consistency over time tend to enjoy higher levels of brand equity, which encompasses factors such as brand awareness, perceived quality, and brand loyalty. Consistent messaging and experiences contribute to positive brand associations, driving brand preference and ultimately, market share. A Consistent Brand Story: The Key to Unlocking Brand Loyalty LOOK I N D I A Imagine this: every interaction a customer has with your brand feels familiar, like a well-told story. That's the power of consistency in brand storytelling. www.ciolookindia.com VOL 01 | Issue 04 | 2024 Adapting to Change: While consistency is crucial, it's also essential for brands to adapt to changing market dynamics and consumer preferences. Consistency does not mean rigidity; instead, it requires flexibility and agility to evolve with the times while staying true to the brand's core values and identity. Brands that strike the right balance between consistency and adaptation can thrive in an ever-changing landscape. Candor Group of Schools Crea?ng a Community of Dedicated and Spirited Learners Trends and Innova?ons Is Your Brand Telling the Right Tale? Blended Learning and the Future of Educa?on Think about your brand story. Is it clear, relatable, and consistently communicated? Does it live on your website, social media, and even your packaging? Consistency is a journey. Your story might evolve, but your core values and message should remain consistent. By prioritizing consistency, you unlock the full potential of your storytelling efforts, forging lasting connections and building brand loyalty that lasts. LOOK I N D I A www.ciolookindia.com Is Your Brand Story Consistent? Take a step back and assess your brand narrative. Here are some questions to ponder: EXCELLENCE IN EDUCATION : SHOWCASING INDIA'S BEST SCHOOL - 2024 • Is your brand story clear, concise, and easy to understand? Does your story resonate with your target audience? Does your story align with your brand values and mission? • • 20 | www.ciolookindia.com Feb, 2024

Best of 5 Brand Development Pioneers to Watch Out Manas Dewan Strategist of Brand Kiln A Pioneering Force and Global Grand he common link between globally recognized T world-renowned grand brand strategist and one of CIOLook India’s Best Brand Development Pioneers to Watch Out for. Samsung, and Bosch to new heights of prominence and profitability. brands like Mercedes-Benz, Hyundai, Dow Chemicals, Cadillac, LG, Bosch, and Samsung is a Manas Dewan Founder Director Brand Kiln Pvt. Ltd. Manas's illustrious career also includes a decade-long tenure with Mercedes Benz India, where he served as General Manager of Corporate Strategy, Product Manage- ment, Communications, and Business Intelligence. Manas Dewan emerges as a pioneering force in the realm of brand development, leveraging over two decades of profound corporate leadership experience spanning across India, the Middle East, and Europe. Currently serving as the Founder Director of Brand Kiln Pvt. Ltd. heads a dynamic team dedicated to offering full-suite Metaverse solutions alongside comprehensive consulting, eLearning, and brand development services. His illustrious career trajectory is marked by transformative roles, including his tenure as the Chief Operating Officer for the esteemed AJP Group, where he steered global brands such as Shelby cars, Scomadi scooters, and AJ Performance Studio towards unprecedented success. Instrumental in Mercedes' repositioning and resurgence as a leader in the luxury car segment in India, Manas Dewan's contributions have left an indelible mark on the automotive industry. , Manas spear- Beyond his professional endeavours, Manas is a passionate adventurer and published author, ranking among the top 100 global travel bloggers in 2018. His insatiable curiosity and zest for exploration have led him and his wife, Dr Anu, to undertake remarkable journeys. One of them is a solo motorbike expedition across 18 countries—a feat that earned them a national record in India. Before his role at the AJP Group, Manas Dewan held the esteemed position of Chief Marketing Officer for the US$ 5 billion OTE Group in Oman, overseeing a diverse portfolio of 25+ global brands spanning manufacturing, logistics, automotive, and consumer products sectors. His strategic prowess and keen insights played a pivotal role in propelling renowned brands like Hyundai, Cadillac, LG, With his multifaceted expertise, unwavering dedication to excellence, and boundless spirit of adventure, Manas Dewan continues to inspire and redefine the landscape of brand development, leaving an indelible imprint on the global business community. Highlights of his interview with CIOLook India are given ahead. 23 | www.ciolookindia.com Feb, 2024

At Brand Kiln, we have developed our competence in emergent ecosystems like Metaverse, Blockchain, Crypto and AI in addition to conventional branding disciplines to create memorable brand experiences for our worldwide clients. Sir, as a trailblazer in the brand development industry, could you take us back to the beginning of your journey? What motivated you to step into this dynamic field? advice to budding entrepreneurs who venture into the brand development niche? Our senior colleagues are a blend of technocrats and brand strategists. We believe that experience innovations are enabled when creativity and technology blend seamlessly. We have developed our competence in emergent ecosystems like Metaverse, Blockchain, Crypto and AI in addition to conventional branding disciplines… and we leverage these to create memorable brand experiences for our clients across the world. I am truly honoured by your kind words- but I believe you give me more credit than I am due! As a child growing up in the Indian hinterland, books opened the door to a broader world for me. My passion for storytelling led me into journalism and visual media, eventually culminating in post-graduate studies in advertising at Symbiosis Institute of Business Management. This paved the way for a 23-year corporate journey, shaping brand strategies for global giants such as Mercedes-Benz, Dow Chemicals, Cadillac, and Samsung. Nevertheless, I must admit that the Web as we know it appears to be undergoing a fundamental shift. The last time the Internet went through a shift of this magnitude, companies like Amazon, Netflix, and Google decided to ride the wave… they went from being e-bookstores and renting DVDs to names that are today synonymous with the Internet itself. The stage is imperceptibly getting readied for the next dominant players of every industry to emerge. The workforce is the cornerstone of any successful organization. How does Brand Kiln foster a culture of growth, skill development, and empowerment among its employees? Our success at Brand Kiln stems from a clear understanding of the distinction between innovation and improvement. We believe in disruptive innovation, constantly looking ahead to anticipate the technologies and interactions shaping tomorrow's brands. Whether through my ongoing PhD focused on the Metaverse and Didactics or fostering a culture of curiosity and adaptability, we remain committed to leading by example. Today, at Brand Kiln Pvt. Ltd., I'm privileged to lead a team of brilliant minds working together at the intersection of Brand and Technology. I believe culture stems from the top. When I (and other colleagues) formally report to juniors leading different projects, it sends a clear message- of trust, mutual respect, reverse mentoring and collaborative team spirit. It resonates with folks and keeps us all focused on the task at hand. We genuinely try to create room for mavericks and talented folks- be they from hallowed pedigree or college drop-outs. In short, we attempt to foster a culture where knowledge, integrity and customer centricity become the yardstick for success. In this emergent scenario, creativity and technology must seamlessly blend to deliver customer value. As such, width and depth of vision will both be critical parameters for tomorrow’s entrepreneur. As someone with a background in science, advertising, and philosophy pursuing a PhD in Metaverse and didactics, how do you see the connections and intersections between such diverse disciplines? Brand stewardship, too, will need to synergize with evolving industry disruptions to deliver strong traction with new-age audiences. Classic digital and traditional method- ologies will need an overhaul in the not-too-distant future, and brand managers need to be prepared for the oncom- ing tsunami of industry-wide disruptions. In other words, while we act in the present, we focus on making client brands relevant for the emergent future. My academic journey may seem diverse on the surface, spanning from an undergraduate science degree to a post- graduate degree in advertising. I am now pursuing a PhD in Metaverse and Didactics. However, at its core, it reflects a belief in the interconnectedness of knowledge and the importance of embracing cross-disciplinary perspectives. Your leadership style is often recognized as a driving force behind Brand Kiln's achievements. Could you shed light on your approach to leadership and team building within the organization? Your experience in the brand development niche has made you a stalwart amongst your peers. What is your Looking to the future, what is your vision for Brand Kiln? How do you aspire to continue making a signifi- cant impact on India's brand development landscape? I was lucky to work closely with brilliant minds throughout my corporate career- and I have been mentored by several inspiring leaders. From personal experience, I believe that effective leadership blends trust, empathy, vision, and customer-centricity. Science taught me to question, observe, and analyse the world around me. Advertising provided a platform to communicate ideas effectively and understand the power of storytelling. Pursuing a master's in philosophy deepened my appreciation for critical thinking, ethics, and exploring abstract concepts. As Brand Kiln evolves, our vision is to deepen engage- ments with forward-thinking enterprises, guiding them through integrating brand and technology in the emerging world order. We aspire to continue shaping India's brand development landscape through innovation, collaboration, and a steadfast commitment to excellence. At Brand Kiln, our fully remote workplace thrives on empowerment and collaboration. We prioritize talent and capability over hierarchy, frequently reversing traditional reporting structures to empower our younger team members to lead projects based on expertise rather than seniority. Now, focusing on the Metaverse and Didactics, I'm delving into the intersection of technology, education, and human experience. In today's era of convergence, it's pertinent to embody the same spirit of integration into our personal framework. In the realm of brand development, technology plays a pivotal role in enhancing efficiency. How does your company leverage technology to optimize its services and stay ahead in a digital age? Brand Kiln has emerged as one of India's most innovative brand development companies. Could you share the guiding philosophy that has propelled your organization's success? 24 | www.ciolookindia.com Quite honestly, we think tech-first, and we act brand-first. 25 | www.ciolookindia.com Feb, 2024 Feb, 2024

Best of 5 Brand Development Pioneers to Watch Out T he most important difference between successful and unsuccessful companies is that the successful ones have been able to create one or more brands out of their products, services, and solutions. Brand building, branding, and brand management are crucial to every enterprise’s long-term success. In fact, some brands have been synonymous with the very product, service, or solution they provide. among the mainstream corporates but focus on family- owned business houses where I found my niche.” Building a Legacy of Branding Excellence A Visionary Pioneer in Brand Development Ram Gudipati Meet With over 150 projects under his belt at Brand Harvest, Ram has established himself as a trusted name for companies seeking to build, revitalize, or reposition their brands. From multinational giants to budding startups, he has collaborated with a diverse clientele, consistently delivering innovative and result-oriented solutions. In this ever-evolving branding landscape, few individuals have navigated the terrain with the acumen and vision of Ram Gudipati. When we complimented him that Brand Harvest has emerged as one of India's most innovative brand development companies, Ram says, “I would not use the word innovative. I would say purposeful. We start with a deep dive into understanding the customer’s business, the category, the drivers of growth, the triggers, motivators and barriers and the competitive framework. How is the brand perceived among various stakeholders, for B2B, B2C or even D2C segments?” As the Founder and CEO of Brand Harvest Consultancy Pvt Ltd, his journey spans over 17 years of shaping powerful brand identities across diverse industries. Recognized as a pioneer in brand strategy development, Ram's influence extends far beyond crafting logos and slogans; he guides companies towards unveiling their authentic essence and translating it into a compelling narrative that resonates with audiences. From Advertising to Consulting This innate understanding is strategic and anchored in the category and consumer truth. Ram furthers that at Brand Harvest, rationality drives their thinking. “Having said that, we value and understand the merit of emotional payoffs when it comes to brand building,” he asserts. Ram's early career witnessed him traversing the dynamic world of media, honing his skills in communication, storytelling, and understanding consumer behaviour. This unique background informs his approach to branding, where he emphasizes the power of emotional connection and strategic storytelling in capturing hearts and minds. If we can build thought leadership in how branding can be leveraged to accelerate growth, then we have an audience for the future, too. When we stated that the brand development landscape is continuously evolving, how do they ensure that Brand Harvest remains adaptable and ahead of industry trends, providing innovative solutions to their clients? Ram agrees, “Yes, you are right, but what has remained true is that there are opportunities for the business/brand to tap into.” There are pain points to address across every category and every segment of consumer or customer profiles. Therefore, what was relevant a decade ago might not be today, and it’s important to understand the changing landscape of not just branding but what’s moving the business from point A to B becomes very important. With this understanding, you will become relevant; when a brand is relevant, you have the audience's attention. In his early days of advertising at Ogilvy and Mather, Ram had the fortune to work on a brand called Orange (a telecom brand, erstwhile Hutch). The brand was designed and developed by Wolffolins, UK, a global force in strategic brand consultancy and design. Orange allowed him to look at the inception of a brandand how the brand was conceptualized for a category driven by the need for connectivity and enabled by technology. “At Ogilvy, we followed the brand ethos to the core,” he says. The outcome was the communication that was simple, child-like, unintimidating and honest. It was driven by an advertising ideas but inherently built on the merit of brand philosophy. Ram’s leadership style is often recognized as a driving force behind Brand Harvest's achievements. Shedding light on his leadership and team-building approach, he says, “Our team has remained consistent for over a decade. From a leadership point of view, I think the team is looking for someone who can provide the larger picture for a given opportunity at hand. How do we approach this task, what needs to be done, and so on? At Brand Harvest, we work “This learning has stayed with me till date. Naturally, I chose to step into the fundamentals of creating or refreshing brands with a different perspective–more strategic, less tactical, create long-term value versus short-term campaigns,” says Ram, who stepped out of advertising after gaining over a decade of experience. He adds, “I also knew my limitations and therefore chose to target audiences not Ram Gudipa?, Founder and CEO Brand Harvest Consultancy Pvt Ltd 27 | www.ciolookindia.com Feb, 2024 Feb, 2024

and that is one thing that has not changed since their early days. “We encourage our people to take short-term certification courses, be it online or offline, to keep the learning curve moving. We dedicate one day in a month to collectively look at best practices in the industry globally.” There are many inspiring pieces of work within the creative world from which you can learn. collaboratively and always keep the client's interest in mind.” Once this is attained, the team owners are to shoulder the responsibility. This ability to distinguish and keep the client at the heart of their business perfectly aligns with the entire team. Ram adds, “Our culture is open and friendly, making working every day for the team less of an effort.” Beyond Projects, a Philosophy As a leader in India's brand development sector, Ram and his team have faced many challenges. However, their resilience and ingenuity helped them overcome them all. Ram recalls, “Brand Harvest began in 2007, and the 2008 crisis saw us going down, but we held ourselves tight to overcome. This was followed by the real estate category going through a slump during 2014-17. We reduced our dependency on this category.” The pandemic was no exception either. Ram's philosophy transcends beyond brand-building. He champions the idea of brands as living entities, evolving alongside their audiences and contributing positively to the world around them. This is evident in his commitment to sustainable brand practices and social responsibility, encouraging companies to align their branding with their core values and purpose. A Guiding Light for Aspiring Brand Builders Also, Ram believes that the essence of brand development lies in seamless operations and enhancing the business ecosystem and industrial efficiency. To balance operational proficiency with clients’ expectations, Ram says that there are typically two stages in almost every assignment they undertake–the thinking part and the doing part. “We have always experienced that clients are very reasonable in timelines as long as they find that meaningful. Since our focus is project-based assignments, we map milestones and stage-wise deliverables and provide detailed Gantt charts to adhere to. Sometimes there are challenges, and as an agency, we understand when to burn the midnight oil and when to wind up on time.” Ram’s experience in the brand development niche has made him a stalwart amongst his peers. He says that brands and branding will remain no matter how technology evolves. “My advice to youngsters aspiring to enter the branding niche will be to pay attention to the fundamentals, and you will find that the outcomes will be naturally aligned to the client's needs. Keep it simple. It cuts across the clutter.” Further, recognized as a thought leader in the industry, Ram actively shares his knowledge and expertise. He regularly conducts workshops, seminars, and webinars, mentoring aspiring brand professionals and guiding them on their journeys. In the realm of brand development, technology plays a pivotal role in enhancing efficiency. Accepting it, Ram says their focus has been on the fundamentals when it comes to branding, rebranding or creating a new brand. He cites, “Take, for example, a visual identity development. It was to be dominated by how the identity would appear in print and today; it's largely driven by digital appearance. How is my logo appearing on an IOS or Android app is important? Also, given that the digital environment is largely visual or video-driven, we look at creating content keeping the changing environment.” Keeping it light, with snippets of visually rich information. Besides, leveraging technology plays a very important role in the design and development of dynamic websites; therefore, keeping abreast with the latest platforms becomes important. Finally, looking to the future, Ram divulges his vision for Brand Harvest: The opportunity in India for branding is massive. However, a large community of clients who are entering the fold needs to be educated about the importance and merits of investing in branding. “I think if we can build thought leadership in how branding can be leveraged to accelerate growth, then we have an audience for the future, too,” he concludes. Ram Gudipati is more than just a brand consultant; he is a visionary leader, a passionate storyteller, and a force for positive change in the world of branding. His dedication to his craft and commitment to empowering others solidify his position as a true pioneer. You can connect with him at+91 9323174028 or ram@brandharvest.net. The workforce is the cornerstone of any successful organization. In regards to fostering a culture of growth, skill development, and empowerment among his employees, Ram says they are a learning organisation, 28 | www.ciolookindia.com

How to Connect Connect with Your Audience with the Power of Brand Power of Brand Storytelling? R apidly evolving digital landscape is where consumers are bombarded with endless choices and messages, the power of brand storytelling has emerged as a critical tool for connecting with audiences on a deeper level. Unlike traditional marketing approaches that focus solely on product features or benefits, brand storytelling taps into the emotional resonance of narratives to forge meaningful connections with consumers. In today's crowded marketplace, capturing attention and building lasting connections with your audience is more important than ever. Here's where the power of brand storytelling comes in. It's not just about catchy slogans or product features; it's about weaving a narrative that resonates with your audience on a deeper level. Let's delve into how modern perspectives on brand storytelling can help businesses effectively engage their audience. Authenticity is Key: In an age where authenticity reigns supreme, brands must strive to tell stories that are genuine and relatable. Authenticity builds trust and credibility, fostering a stronger emotional bond with consumers. By sharing real-life experiences, values, and beliefs, brands can humanize their identity and resonate with their audience on a personal level. Modern Perspectives Know Your Audience: Effective brand storytelling begins with a deep understanding of your target audience. By identifying their needs, desires, and pain points, brands can tailor their narratives to resonate with specific segments of their audience. Whether it's through humour, empathy, or inspiration, knowing your audience allows you to craft stories that speak directly to their hearts and minds. 30 | www.ciolookindia.com Feb, 2024

Embrace Diversity and Inclusion: Embrace Vulnerability: Sharing challenges and triumphs creates a sense of relatability and authenticity. In today's diverse and multicultural society, brands must embrace diversity and inclusion in their storytelling efforts. By celebrating different perspectives, cultures, and experiences, brands can create inclusive narratives that appeal to a broader audience. Embracing diversity not only reflects the reality of the world we live in but also fosters a sense of belonging and acceptance among consumers. Focus on Value: Your story should showcase how your brand solves problems or improves lives. Choose the Right Medium: Videos, podcasts, social media posts, or even blog articles can all be powerful storytelling tools. Harness the Power of Visual Storytelling: Modern Storytelling Techniques: In an era dominated by visual content, brands must leverage the power of imagery and video to enhance their storytelling efforts. Compelling visuals have the ability to capture attention, evoke emotions, and convey complex messages in a concise and impactful manner. Whether it's through stunning photography, captivating videos, or engaging infographics, visual storytelling can elevate brand narratives to new heights. Interactive Content: Engage your audience by allowing them to participate in your story through polls, contests, or user-generated content. Data-Driven Storytelling: Use data and insights to personalize your story and demonstrate its impact. Influencer Marketing: Partner with influencers who embody your brand values to reach a wider audience. Foster Engagement and Interaction: Omnichannel Storytelling: Ensure your story is consistent and engaging across all your marketing channels. The best brand stories are not monologues but conversations. Brands should invite their audience to actively engage with their storytelling efforts through social media, user-generated content, and interactive experiences. By fostering two-way communication, brands can create a sense of community and co-creation, empowering consumers to become active participants in the brand story. Measuring Success: Track key metrics like website traffic, social media engagement, brand sentiment, and customer conversion rates to gauge the effectiveness of your brand storytelling efforts. Why Storytelling Matters: The power of brand storytelling is undeniable. By crafting a compelling narrative that resonates with your audience, you can build lasting connections, loyalty, and ultimately drive business success. Modern perspectives on brand storytelling offer businesses a powerful tool for connecting with their audience in a meaningful and impactful way. Emotional Connection: Stories tap into our emotions, creating a sense of connection and trust with your brand. Memorable Impact: Facts are easily forgotten, but stories stick with us. Humanizes Your Brand: Stories allow you to showcase your values, mission, and the people behind the brand. Builds Community: Shared stories foster a sense of belonging among your audience. By embracing authenticity, knowing their audience, embracing diversity, harnessing the power of visual storytelling, and fostering engagement, brands can create compelling narratives that resonate with consumers and drive long-term loyalty and advocacy. Crafting Your Brand Story: Know Your Audience: Understanding their needs, desires, and pain points is crucial for crafting a story that resonates. As the digital landscape continues to evolve, mastering the art of brand storytelling will be essential for brands seeking to stand out in a crowded marketplace and forge lasting connections with their audience. So ditch the dry marketing jargon and start weaving a story that captures hearts and minds. Authenticity is Key: Don't fabricate a story; focus on what makes your brand unique and the impact you want to make. 32 | www.ciolookindia.com Feb, 2024

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Best of 5 Brand Development Pioneers to Watch Out March2024

Best of 5 Brand Development Pioneers to Watch Out March2024

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