h2h.. a marketing workshop pedagogy, customized for the msme sector

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43 Imperial Court, 33-2 Cunningham Road, Bangalore 560052

Handphone: +91 9900523170. E-mail: [email protected]

Website: www.brandattitude.org ‘brand-@itude’

Manosh R. Sengupta

Brand-Parent. Nurturer. Mentor

‘h2h... LINKS that bond’ A 2-day Workshop, on re-energizing the Brand and its Marketing programs

Customized to address MSME issues

Purpose: re-energize the Brand program;

create ownership of the program within the Team

Participants' Profile: MSM Entrepreneurs

CONTEXT: Brand, the most vital asset of an Enterprise

Brands are the cornerstone upon which Organizations are built. It forms the most valuable

asset of a Corporation, single-handedly contributing the maximum value to an Enterprise.

The 2 key issues facing every business venture today, irrespective of its size, are –

'sustainability’ & ‘scalability’. These twin challenges become more relevant as the

environment transforms towards an 'Industry 4.0' scenario, with Products & Services getting

commoditized (technological parity; price competitiveness; distribution ubiquity).

These challenges are universal, irrespective of whether it’s a large MNC or a local MSME;

whether For-Profit or Not-for-Profit.

The crisis is acutely malignant within the SME sector - blinkered by their day-to-day tactical

exigencies, have paid little/no attention on building the critical strategic asset - Brand.

In my experience, the SME Leadership, while excelling in the technical aspects of their business, are

ambivalent when it comes to the critical issue of Brand & Marketing...

To most,

Brand = a logo and some marketing collateral;

Marketing = lead generation.

Building a Brand is not just about designing logos, marketing collaterals and advertising.

Building a Brand is about creating an internal culture ('brand-parenting') & orchestrating its

external manifestation ('brand-@itude')

SMEs need to be sensitized on how their quest for sustainability & scalability is greatly

enabled by parenting and nurturing a strong Brand.

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43 Imperial Court, 33-2 Cunningham Road, Bangalore 560052


Website: www.brandattitude.org ‘brand-@itude’

Manosh R. Sengupta


THEME: h2h…

CONTEXT: Businesses may not have emotion. Businessmen do.

The MSME sector has long been guilty of ignoring this basic truth. Now, time has run out -

with the Industry & Marketing reaching its 4.0 & 3.0 evolutionary stages, respectively, old

school divisions of B2C & B2B become obsolete.

Customers, today, demand more than just a product or a service. They are:

� People who want to be a part of something bigger than themselves

� People who want to feel something

� People who want to be included

� People who want to understand

CONCEPT & DESIGN: h2h...

“people are now brands and brands are now people.”

heart 2 heart

43 Imperial Court, 33-2 Cunningham Road, Bangalore


Website: www.brandattitude.org

And, with it comes 4 imperatives that

'h2h' is a 2 day journey of self

the 'engagement curve'.

The Workshop comprises of 5 segments

… each addressing a key aspect of the Brand eco

Setting the tone... Understanding the

of Brands

Mining the h-factor

segment; market; customer

h2h... Linking insights to construct the

Proposition bridge

Brand-mystique... Discovering your Brand’s

narrative: stories; symbols; practices

Wrap

next-

2 Cunningham Road, Bangalore 560052

mail: [email protected] ‘brand-@itude

Manosh R. Sengupta


And, with it comes 4 imperatives that anchor any forward-looking Brand strategy:

is a 2 day journey of self-discovery that charts out a refreshed course to stay ahead

5 segments,

a key aspect of the Brand eco-system.

Setting the tone... Understanding the 'h-factor'

factor insights... Of your sector;

segment; market; customer

Linking insights to construct the

Proposition bridge

mystique... Discovering your Brand’s

narrative: stories; symbols; practices

Wrap-up... Summarizing and identifying the

-steps

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@itude’

Manosh R. Sengupta

Parent. Nurturer. Mentor

looking Brand strategy:

charts out a refreshed course to stay ahead of

up... Summarizing and identifying the




The Conductor initiates the journey

leading into break-out sessions, where sub

consensual direction.

The sessions are not definitive but explorative and conducted in a ‘play

mixing gyan-sessions with playful interactions.

CAVEAT:

Strategy development is a process, within which

that helps achieve the following

1. reach a consensual way

ensuring that the best-

2. create ownership of the p

WORKSHOP SCOPE:

A Brand Strategy document, typically, contains 3 segments



Manosh R. Sengupta


initiates the journey by creating a premise (sharing concepts and cases

out sessions, where sub-groups will deep-dive to reflect

The sessions are not definitive but explorative and conducted in a ‘play

playful interactions. There are no accompanying Manuals

development is a process, within which a 'Workshop' is a collaborative experience

following:

way-forward through a process of knowledge

ensuring that the best-in-class inputs are adopted

of the plan and its programs, due to this collaborative

document, typically, contains 3 segments...

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@itude’

Manosh R. Sengupta


sharing concepts and cases),

reflect-debate-derive a

The sessions are not definitive but explorative and conducted in a ‘play-school’ manner,

ompanying Manuals.

' is a collaborative experience

through a process of knowledge-share & debates,

collaborative approach




... each component is drilled-down to create a holistic roadmap



Manosh R. Sengupta


down to create a holistic roadmap:

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@itude’

Manosh R. Sengupta


S

C

O

P

E

O

F

W

O

R

K

S

H

O

P




The Conductor's role in guiding the stra

stages:

To make this session effective, the Delegates are encouraged to

• make themselves familiar

• willing to contribute

consensual way-forward

• look forward to long hours and mid

• post session, detail out the strategy document

faclilitator's

immersion

• the external faculty is briefed on the Brand (past & future); business plans; etc.

• workshop scope & objectives are agreed upon

• starts 4 weeks prior



Manosh R. Sengupta


role in guiding the strategy process, as an external faculty,

make this session effective, the Delegates are encouraged to:

make themselves familiar with historical data; market insights; future trends.

perspectives; challenge views; engage in debate to seek a

forward

long hours and mid-night oil burn

post session, detail out the strategy document

XXXXXXXXXXXXXXXXXX

workshop

• brings closure to the key aspects of a strategy (e.g -insights; propostion) & identify the key elements of the programs (e.g - strategic vs. tactical properties)

• 2-3 days

detailing &

closure

•

•

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@itude’

Manosh R. Sengupta


y process, as an external faculty, is done in 3

with historical data; market insights; future trends.

perspectives; challenge views; engage in debate to seek a

detailing &

closure

• post workshop period, where the external faculty -thrpough periodic visits - guides closure of the plan

• 2-3 weeks