In this Conversational Masterclass on Brand Management, with Lulu Raghavan, Managing Director, Landor Mumbai, learn the first principles of brand management from a global brand strategist. Topics covered include Brand Identity & Positioning, Employee Branding & Communication, Line Extensions, and Crisis Management.
Landor is a global leader in brand consulting and design. With 27 offices in 21 countries, they’re brand custodians of iconic brands namely BMW, Microsoft, Nike, Samsung, the Taj Group, Mahindra, Tata Group, and many more.
Pilot - Krishnan Hariharan [ 01:04 ]
Introduction to the Podcast
First Principles of Branding - Ajay Menon [ 07:38 ]
First Principles of Branding
Getting off to the right start for your brand - what is ‘branding’, understanding a brand’s purpose, personality, and positioning. Key differences between a B2C and a B2B brand.
Brand Positioning - Ajay Menon [ 12:32 ]
A deeper look into understanding brand positioning including the brand’s story, the logo, and identity design, the tone and personality, key messaging, and tagline. If you lose yourself in the details, return to your North Star.
Communicating Brand Internally - Ajay Menon [ 12:10 ]
Communicating Brand Internally
Branding is meaning and must manifest itself in the culture of the company. Learn how to maintain brand consistency and effectively communicate your brand to different stakeholders including employees, shareholders, partners, and vendors, across a multitude of channels.
Creating Brand Awareness - Ajay Menon [ 10:53 ]
Creating Brand Awareness
Learn about delivering consistent brand communication across touchpoints, digital or physical. Synthesis between consumer insights and your brand. Identify opportunities to build a brand. Brand is much more than a logo – use the power of brand identity, design and brand code to stand out in a sea of sameness.
Brand Measurement - Ajay Menon [ 18:32 ]
It is important to measure how your brand is perceived by existing and prospective customers. Learn metrics and tools used for measuring brand health. Lulu also helps us understand if a brand needs a refresh. Useful references: Net Promoter Score (NPS); Elements of Value (Bain & Co.); BrandAsset, Valuator (BAV Group).
Product Line Extensions - Ajay Menon [ 10:22 ]
Product Line Extensions
Learn how to create line extensions without losing the consistency in brand values and messaging, while also retaining the goodwill of the mother brand. Lulu also talks to us through localization of a brand when considering other markets – what are fixed, flexible, and free elements of branding.
Crisis Management - Ajay Menon [ 11:26 ]
Learn strategy and tactics to thwart a brand crisis. Framework and tools for coming out winning in a time of a pandemic or other crisis that puts a brand reputation in jeopardy. Starts with taking an honest approach, assess from a short and long-term perspective, admit and communicate.