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Brand Communication

Brand Communication. Symbiosis May 7 th , 2011. Bark up the right tree, at the right time, in the right tone, with the right message, through the right medium and within the right budget. Right Tree. Talk to the Internal Tree First. Select External Tree Carefully.

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Brand Communication

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  1. Brand Communication Symbiosis May 7th, 2011 www.vivekshukla.com

  2. Bark up the right tree, at the right time, in the right tone, with the right message, through the right medium and within the right budget www.vivekshukla.com

  3. Right Tree www.vivekshukla.com

  4. Talk to the Internal Tree First www.vivekshukla.com

  5. Select External Tree Carefully If you try to be everything to everyone, you end up being no one

  6. Soliciting ‘paid’ patients from ‘free’ camps is barking up the wrong tree

  7. Right Time www.vivekshukla.com

  8. Timing Blunders- Examples • Health Tip on FM radio in the Evening • Press conference when AishwaryaRai is in town • Half marathon in peak summers • Press release on the day India wins the World Cup www.vivekshukla.com

  9. Right Tone www.vivekshukla.com

  10. Communication starts with Listening What do they read? Who Pays? Who influences? Where do they shop? What are the values & beliefs? Where do they live? Who else is talking to them? www.vivekshukla.com

  11. Product Brand connect is possible only with positive emotional tone of communications • Features • Benefits • Economical • Tangible • Emotional • Negative • Positive www.vivekshukla.com

  12. Right Message www.vivekshukla.com

  13. Arya ENT Hospital A Muti-Speciality Hospital

  14. www.vivekshukla.com

  15. Clutter Stinks

  16. What Makes it Good - Checklist www.vivekshukla.com

  17. Right Medium www.vivekshukla.com

  18. Various medias at various levels www.vivekshukla.com

  19. Public Relations Non Paid No Control Advertising Paid Full Control www.vivekshukla.com

  20. PR Media www.vivekshukla.com

  21. Advertising Media www.vivekshukla.com

  22. Right Budget www.vivekshukla.com

  23. Half the money I spend on advertising is wasted. The problem is, I don’t know which half.  -John Wanamker www.vivekshukla.com

  24. How much do I spend? • Percent of Sales • Competitor Benchmarking • Life Cycle Position • Effectiveness of a Media • PR vs Ad balance www.vivekshukla.com

  25. Barking up the wrong tree, at the wrong time, in the wrong tone, with the wrong message, through the wrong medium and within the wrong budget can leave you stuck mail@vivekshukla.com

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