CORPORitual Values Of Living
for Brand Communication
A New Age Way of looking at Brand Communication
Raj Bhowmik 543
The Chief Strategy Officer of Madisson Media, Ms. Ruby Bana
A seasoned Brand Communication Expert with over 20 years of experience was invited by TAPMI to help the MBA Students look at emerging ways of communication.
Ms Ruby Bana (SAHHEAL Healing Consultant) has been personally inspired and guided by Sri Raj Bhowmik and CORPORitual is now personalized beyond a way of living life - now sharing it as a Way of living and Communicating in the new emerging Advertising & Media Industy.
Drawing a parallel about the true meaning of a Brand and its purpose to connecting to the consumer, CORPORitual was highlighted as a means of inquiry of self introspection & one’s own connection with the Brand. This is true to people who create, the owners of the brand as well as consumers of how they perceive. In the past, Brand communication was all about Functional Brands that was a transactional approach of paying money to communicate, till a shift happened where Brands began developing an aspiration and declared it to the audience.
CORPORitual Values of Living was presented as a Process in the new age way of Branding where it is about Inspirational Brands – where, consumers feel and own the Brand, connect to it in their everyday life and it is more than a product- the Inspiration of what the Brand stands for has permeated through their daily living values.
CVOL Meeting Yourself In Silence was introduced as a way of centering to understand how a brand can add value in one’s life – in the Living aspect. CVOL 2 Manifesting Your Purpose Of Existence helped the audience realize that once a Brand stands for what it means and connects aspects of people’s lives, it is more than just products. Trust is implicitly built in and how one has the consumers and the brand inseparable because the Purpose of the Brand clearly echoes in consumers hearts. CVOL 3 Practice Compassion – The powerful Magnifier is all about how successful brands in the new age are slowly moving towards gaining a momentum through a revolution in people’s lifestyle & homes. When we spread the Value of a Product and focus on the core Value & meaning of the brand, the Evolution scales up multiple times.
We can all learn from the stories of how Growth has happened and Forgiving and Learning from the past to Bury and make a new mark is all 4 CORPORitual Values Of Living in Brand Communication.
With growing technology and the desire to do good in today’s World, Inspirational brands are here to stay in the long run. A new Path breaking trend is already emerging about the way consumers connect to brands and CORPORitual Values Of Living is a Process to help a company arrive at the core question – What is the Meaning of the Brand in a consumer’s life? How is a brand here to stay so that people connect with it at an intrinsic level? We are all moving towards a co-creating world. Is your brand fitting into this new world were questions posed and for us to think about now. When a Brand is about People – for the People, then people help it grow – it is the Goodness & the connection with the Brand – That is Being CORPORitual.
A seasoned Brand Communication Expert with over 20 years of experience was invited by TAPMI to help the MBA Students look at emerging ways of communication.
Ms Ruby Bana (SAHHEAL Healing Consultant) has been personally inspired and guided by Sri Raj Bhowmik and CORPORitual is now personalized beyond a way of living life - now sharing it as a Way of living and Communicating in the new emerging Advertising & Media Industy.
Drawing a parallel about the true meaning of a Brand and its purpose to connecting to the consumer, CORPORitual was highlighted as a means of inquiry of self introspection & one’s own connection with the Brand. This is true to people who create, the owners of the brand as well as consumers of how they perceive. In the past, Brand communication was all about Functional Brands that was a transactional approach of paying money to communicate, till a shift happened where Brands began developing an aspiration and declared it to the audience.
CORPORitual Values of Living was presented as a Process in the new age way of Branding where it is about Inspirational Brands – where, consumers feel and own the Brand, connect to it in their everyday life and it is more than a product- the Inspiration of what the Brand stands for has permeated through their daily living values.
CVOL Meeting Yourself In Silence was introduced as a way of centering to understand how a brand can add value in one’s life – in the Living aspect. CVOL 2 Manifesting Your Purpose Of Existence helped the audience realize that once a Brand stands for what it means and connects aspects of people’s lives, it is more than just products. Trust is implicitly built in and how one has the consumers and the brand inseparable because the Purpose of the Brand clearly echoes in consumers hearts. CVOL 3 Practice Compassion – The powerful Magnifier is all about how successful brands in the new age are slowly moving towards gaining a momentum through a revolution in people’s lifestyle & homes. When we spread the Value of a Product and focus on the core Value & meaning of the brand, the Evolution scales up multiple times.
We can all learn from the stories of how Growth has happened and Forgiving and Learning from the past to Bury and make a new mark is all 4 CORPORitual Values Of Living in Brand Communication.
With growing technology and the desire to do good in today’s World, Inspirational brands are here to stay in the long run. A new Path breaking trend is already emerging about the way consumers connect to brands and CORPORitual Values Of Living is a Process to help a company arrive at the core question – What is the Meaning of the Brand in a consumer’s life? How is a brand here to stay so that people connect with it at an intrinsic level? We are all moving towards a co-creating world. Is your brand fitting into this new world were questions posed and for us to think about now. When a Brand is about People – for the People, then people help it grow – it is the Goodness & the connection with the Brand – That is Being CORPORitual.
Collated By TAPMI, Manipal Volunteer
Manipal, Karnataka, Aug 20th 2012 – TAPMI played the host on the auspicious occasion of Eid to Ms Ruby Bana, The “Chief Strategist Officer” of Madison Media, who took time out from her busy schedule to come down to the scenic city of Manipal and deliver a lecture on the new way of communicating brand value. Ms Ruby Bana, who joined Madison 11 months ago, brings to the table an incredible industry experience of more than 20 years in diverse roles. She talked about how the methodology of communicating brand value is rapidly changing in today’s Social Age. In fact, she went on to say that she had had to unlearn some things in order to keep up with the changing situations in today’s brand management scenario.
Ms Bana started out by outlining what brands have come to denote in today’s day and age, how the new definition of marketing has come to emphasize more on offering value to consumers. It is this train of thought that has led to the concepts of co-creation and customization. The competitive edge that was enjoyed previously by big companies is gradually diminishing in this age. She also talked about the increased influence that regular employees and marketers now have and how the credibility of CEOs and government officials and regulators has diminished in the span of just a year, from 2011 to 2012.
She also touched upon was the three major categories of brands, namely Functional Brands, Aspirational Brands and Inspirational Brands. Her experiences in the professional sector helped the students group the brands seen in the market under these main categories. She also explained how there has been a paradigm shift in the way branding, marketing and advertising was previously done and how it is being done now, how the ‘New World Rules’ being employed by brands were impacting the psyche of the consumers and adding value to both, the consumers and the concerns.
She then moved on to explain the impact of the various forms of media, namely Paid, Owned and Earned, in the creation of a brand. She particularly highlighted the fact that the influence of Paid Media was gradually diminishing whilst that of Earned Media was increasing. Brands were now moving towards Owned Media in order to engage their consumers much better. She mentioned how all the organisations were now looking at a more ‘Holistic Approach’ to deliver better market value alongside consumer value.
The latter part of the interaction was spent in observing commercials that had leveraged the new methods of communicating brand value, and analysing the effects they had had for their respective concerns. These commercials demonstrated how connecting with the client had given the brands huge returns and greater visibility, something that conventional forms of marketing and advertising could not have had done. Cases in point were the ‘CADBURY MISHTI SHERA SHRISHTI’ contest and the ‘NIKE+’ campaign. She cited few cases on the same and urged students to follow them so as to further enhance their knowledge on the topic.
The session was very interactive with questions being shot from all corners of the room. Ms Bana handed out copies of the book ‘CORPORitual’ by Mr. Raj Bhowmik to those students who could correctly answer her questions. In fact, the last copy witnessed heated discussions among a few of the students to see who could finally land the right answer.
Her experiences from the corporate world helped the students connect with the concepts being discussed. The session ended on a positive note, providing the students with takeaways that are sure to stand them in good stead.
Ms Bana started out by outlining what brands have come to denote in today’s day and age, how the new definition of marketing has come to emphasize more on offering value to consumers. It is this train of thought that has led to the concepts of co-creation and customization. The competitive edge that was enjoyed previously by big companies is gradually diminishing in this age. She also talked about the increased influence that regular employees and marketers now have and how the credibility of CEOs and government officials and regulators has diminished in the span of just a year, from 2011 to 2012.
She also touched upon was the three major categories of brands, namely Functional Brands, Aspirational Brands and Inspirational Brands. Her experiences in the professional sector helped the students group the brands seen in the market under these main categories. She also explained how there has been a paradigm shift in the way branding, marketing and advertising was previously done and how it is being done now, how the ‘New World Rules’ being employed by brands were impacting the psyche of the consumers and adding value to both, the consumers and the concerns.
She then moved on to explain the impact of the various forms of media, namely Paid, Owned and Earned, in the creation of a brand. She particularly highlighted the fact that the influence of Paid Media was gradually diminishing whilst that of Earned Media was increasing. Brands were now moving towards Owned Media in order to engage their consumers much better. She mentioned how all the organisations were now looking at a more ‘Holistic Approach’ to deliver better market value alongside consumer value.
The latter part of the interaction was spent in observing commercials that had leveraged the new methods of communicating brand value, and analysing the effects they had had for their respective concerns. These commercials demonstrated how connecting with the client had given the brands huge returns and greater visibility, something that conventional forms of marketing and advertising could not have had done. Cases in point were the ‘CADBURY MISHTI SHERA SHRISHTI’ contest and the ‘NIKE+’ campaign. She cited few cases on the same and urged students to follow them so as to further enhance their knowledge on the topic.
The session was very interactive with questions being shot from all corners of the room. Ms Bana handed out copies of the book ‘CORPORitual’ by Mr. Raj Bhowmik to those students who could correctly answer her questions. In fact, the last copy witnessed heated discussions among a few of the students to see who could finally land the right answer.
Her experiences from the corporate world helped the students connect with the concepts being discussed. The session ended on a positive note, providing the students with takeaways that are sure to stand them in good stead.