Processes & Frameworks

The Clarity About Segment And Persona Reduces Efforts And Increases Trials, Purchase And Revenue.

Processes & frameworks are like discipline. They help to form a foundation when there is chaos and plethora of variables to consider. Processes & frameworks are not some magic potions or quick-fixes, they at times help to initiate an approach to a business problem; at times help to intervene and disrupt the status quo of path-to-purchase; at times help to arrive at the milestone in the brand journey. Sam & Andy has functional expertise across categories, domains, and formats of the business to design & develop impactful, realistic processes & frameworks. These can be deployed to deliver outcome-driven solutions for today’s business challenges.

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3-6-365: The Performance & The Accountability Framework

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Brand Mirror – The Brand-To-Business Reality Check

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Provoke – Instigating The Strategic Transformation

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Persona Led Actionable Marketing – To Reduce The Gap Between What You Sell V/S Why Your Customers / Consumers Buy You

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Pressure Test Points Systematic Framework – To Turn Private Labels Into Powerhouse Brands

3-6-365: THE PERFORMACE & THE ACCOUNTABILITY FRAMEWORK

At Sam & Andy, Revenue Marketing Is All About Solving Business Challenges To Achieve Sustainable Growth & Pragmatic Success Through The Lens Of Brand. We Completely Consider The Stage At Which The Business Is; And So, We Work Simultaneously On Building The Brand And Increasing Business Via Generating Sales.

WHAT IT MEANS:

3 MONTHS – Immediate Action Required – Tactical In Nature For The Brand-To-Business Impact.
6 MONTHS – Short-Term Strategy – Setting The Priorities Right For The Brand To Contribute To The Business.
365 DAYS – Mid To Long-Term – Clarity Creation For Business Growth And Sustaibile Success.

Brand Mirror – The Brand-To-Business Reality Check

Caution: It’s a myth to live with the thought that my business is doing great, sales are happening. So, all okay with my business and my brand.

Usually, we look at the solution when problem arises or surprises us all of a sudden. At this point we think now it’s time for the evaluation, dissection, and brand audit.

Both cases are extreme in nature and so need to find a way.

To understand where the brand stands today, one needs a BRAND AUDIT EXERCISE. This is like a third eye or external, authentic & neutral view about and on the brand.

This is also like an annual health checkup, which keeps you in right spirit and aware of the actionable points.

Who Needs a Brand Mirror?

Entrepreneurs Who Believe In The MUST Of Brand Building In Their Own Business Journey And Progress, Especially In Today’s World Of Multi-Fold Choices A Consumer Has.

Your Brand Has To Communicate Convincingly With The Sole Objective Of Being Rewarded With A “BUY DECISION FOR YOUR BRAND”.

When to Look Into the Brand Mirror?

The changing demographic & psychographic of your consumers
The relevance of your company’s mission as well as strategic objectives @ today & tomorrow
You notice a dip in your revenues and profitability
You start losing your customers to your competitors & category
substitutes
Your website is not getting the right kind of traffic
You are no longer visible on the search engines
Your priorities in business have changed
You have come up with a change of product/services
Your brand image and voice started becoming clichés & blindspot

WHAT’S THE PAYBACKS OF THE BRAND MIRROR?

Evaluating the strengths of your business and your brand resources
Clarifying your brand value
Identifying the level of awareness of your brand
Figuring out the chinks in the armour of your brand when compared to your competitors
Keeping track of any external threats that might affect your business
Checking the effectiveness of your brand management efforts

THE PROCESS TO THE APPROACH

PROVOKE – INSTIGATING THE STRATEGIC TRANSFORMATION

Challenging The Status Quo Of Existence To Unlock The Real Potential Of Business Growth.

PROVOKE IS BASED ON WHAT PRINCIPLES?

The Idea Of Trajectory Vs. Status Quo
Not About Where You Are Today, It’s About Where You Need To Go Tomorrow

HOW DO WE APPLY THE PRINICIPLES OF PROVOKE?

It is Like A Filtration Framework That Helps Us To Engage, Introspect, Explore, Question & Synthesize The Intelligence

WHAT PROVOKE LEADS TO?

The Sole Objective Of PROVOKE Is To Instigate & Actualize The Strategic TRANSFORMATION Within An Organization Through The Lens Of BRAND. IT’S A TOP-DOWN APPROACH.

STAGE 1

STAGE 2

PERSONA LED ACTIONABLE MARKETING – TO REDUCE THE GAP BETWEEN WHAT YOU SELL V/S WHY YOUR CUSTOMERS/CONSUMERS BUY YOU

Personas Are The Catalysts To Shift From Crude Just Keyword-Based Consumer Definition To Well-Articulated Portraits Of Your Ideal Customers Based On Data And Research. They Help You Focus Your Time On Qualified Prospects, Guide Product Development To Suit The Needs Of Your Target Customers, Design The Persona-Aligned Customer Journey, And Align All Work Across Your Organization (From Marketing To Sales To Service).

HOW THE COMPLEX PROCESS OF PERSONA DEVELOPMENT HELPS?

It helps to understand your target audience better as human beings through exploring their self-identity, aspirational identity, economic identity & behavioural identity
It helps to understand what the sub-segments of customers within your target audience are
It helps to understand what the typical customer journey is of each sub-segment
It helps to decode what are their dreams, ambitions, aspirations, needs, wants, nightmares
It helps to explore how they consume content & communications w.r.t our category
It helps to explore what are the rites and rituals of social bonding. What are the festivals/occasions celebrated in a big way and what are their engagement patterns
It helps to discover pop culture - the trend in movies, music, and literature. How is someone like them getting depicted in films, tv shows & literature?

WHY PERSONA STRATEGY IS SO IMPORTANT IN TODAY’S DIGITAL ERA?

A business will be able to attract high-value visitors, leads, and customers, who you'll be more likely to retain over time
More specifically, having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow-up, and really anything that relates to customer acquisition and retention
Importantly, it helps a business to optimize the investment on customer acquisition and retention

WHAT IS THE PROCESS OF PERSONA CREATION?

PRESSURE TEST POINTS SYSTEMATIC FRAMEWORK – TO TURN PRIVATE LABELS INTO POWERHOUSE BRANDS

Retail Is Betting Big On Private Labels As The Margins Are Comparatively Better Due To Supply Chain Efficiencies And Better Control Over Operations. BUT. Not To Forget. Fierce Competition From Traditional Brands Trying To Grab A Large Chunk Of The Retail Market. Price Can Be An Advantage, But Cannot Be A Winner In The Longer-Term For Private Label Brands.

THE NEED OF THE PRESSURE TEST POINTS FRAMEWORK TO WADE THROUGH THE COMPLEXITY?

For businesses who want to start from scratch their private label brands, this framework helps from initial market-scaping to gtm phase to sustenance phase.
The private label market is becoming natural transition for the marketplace and becoming highly competitive & cluttered with required sense & sensibilities.
As a brand, what all differentiate you from the rest & the best? The journey to tangible & intangible brand assets “ownership”
The success of a private label getting extended to other categories with the same name or new one to be introduced.
Who’s behind the brand? Is any known entity or a popular corporate house? The trust factor when consumer makes a purchase decision.

THE FUNDAMENTAL BEHIND THE PRESSURE TEST POINTS FRAMEWORK?

DIG INTO THE “5 WHY’s” OF WHY A PERSON DOES WHAT S/HE DOES

Processes & Frameworks

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WHAT IT MEANS:

Brand Mirror – The Brand-To-Business Reality Check

Who Needs a Brand Mirror?

When to Look Into the Brand Mirror?

WHAT’S THE PAYBACKS OF THE BRAND MIRROR?

THE PROCESS TO THE APPROACH

PROVOKE – INSTIGATING THE STRATEGIC TRANSFORMATION

PROVOKE IS BASED ON WHAT PRINCIPLES?

HOW DO WE APPLY THE PRINICIPLES OF PROVOKE?

WHAT PROVOKE LEADS TO?

STAGE 1

STAGE 2

PERSONA LED ACTIONABLE MARKETING – TO REDUCE THE GAP BETWEEN WHAT YOU SELL V/S WHY YOUR CUSTOMERS/CONSUMERS BUY YOU

HOW THE COMPLEX PROCESS OF PERSONA DEVELOPMENT HELPS?

WHY PERSONA STRATEGY IS SO IMPORTANT IN TODAY’S DIGITAL ERA?

WHAT IS THE PROCESS OF PERSONA CREATION?

PRESSURE TEST POINTS SYSTEMATIC FRAMEWORK – TO TURN PRIVATE LABELS INTO POWERHOUSE BRANDS

THE NEED OF THE PRESSURE TEST POINTS FRAMEWORK TO WADE THROUGH THE COMPLEXITY?

THE FUNDAMENTAL BEHIND THE PRESSURE TEST POINTS FRAMEWORK?

THE SYSTEMATIC PRESSURE TEST POINTS FRAMEWORK