aditya birla group
DESCRIPTION
Strategic Branding | Print Communication | TV Communication | Internal InitiativesTRANSCRIPT
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Aditya Birla Group
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STRATEGIC BRANDING COMMUNICATION
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What makes a good Brand great?
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Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams,Benetton protests…. Brands are not nouns but verbs
Jean-Marie Dru, Disruption
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And like all people,
like all things alive..
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Your Brand is Alive
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Branding demands commitment; commitment to continual re-invention….
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view fresh invent RE
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from good to
Journey of a brand …
GREAT !!
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Aditya Birla Group
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The Early Days: Partnering the thought
The requirement: A Logo design Our interpretation: A time to change
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Brand Foundations
Who are we today?- personality, culture, beliefs & behavior
Brand immersion and stock-taking: Accessing current status and perceptions across the key stakeholders
1
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Use the immersive understanding and efforts so far to create possibilities for brand conviction, culture and cohesion.
Culture Compass
Who do we want to be? - generating options, researching best fit, appeal, differentiation 2
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3Researching hero category potentialities & competitive intensity at a secondary level. Reorganizing the portfolio and creating a Branding system.
Brand Evolution
What will accelerate the brand cohesion and the brand evolution? Identify Hero activities and engagement hero categories
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Symbol, branding system, visual architecture, identity guidelines, engagement, communication & experience program.
Portfolio Management
What will be the best manifestation of the new brand evolution? 4
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Long Term Partners
1. The Aditya Birla Group vision
2. The core DNA of the company
3. The legacy & culture
GREATER INVOLVEMENT WITH ADITYA BIRLA GROUPBEFORE THE IDENTITY CREATIONHELPED US UNDERSTAND
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identity forThis helped us define a
1. A virtual group
2. With holdings in parts that are powerful
3. Engineering a process of change through consensus
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Values and Personality
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Desired Shift
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Identity Roll Out for the Communication Orbits
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- Taking Aditya - The Sunas the starting point
- The source of all beings, of energy, of life itself
- Marry that with a rendition
that gives a young and energetic feel
e Roadmap
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Identity Creation - A Holistic Approach � Identify and prioritize audience groups � Partnering Aditya Birla Group in various initiatives to : 1. Inspire shareholder confidence 2. Attract and retain quality talent. Boost employee morale 3. Establish the group as an aware and responsible citizen 4.
Transform Aditya Birla Group into a high-value corporate brand
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Generating Synergies
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Corporate Identity Manual
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HR Initiatives
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Mission Articulation
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Awards � Captured the positive spirit and pride
in designing awards and rewards
� Assisted the Corporate HR Cell in formulating motivational programs
� Created employee handbooks that outlined the Aditya Birla Group brand ethos
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Management Journal � Recommended sharing of
information and knowledge within the group through a management journal – ADITYA
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Talent Retaining and Acquisition
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Shareholders
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Annual Reports � A program of regular
communication including PR and strategic design inputs on annual reports
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CSR – e Aditya Birla Scholarships
� An agency initiative
� Background work done by the agency in terms of a feasibility report with Coopers & Lybrand
� Proposed the scholarships to ABG management
� Instituted for IIT and IIM students
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Schools and Hospitals
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Milestones Achieved. But Miles to go.
Leveraging the local-global presence of the conglomerate, we positionedthe Aditya Birla Group as an Indianmultinational of scale and stature
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Taking India to the World
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Taking India to the World – Print Campaign
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Taking India to the world - TV Commercial
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Let’s reach the sun - TV Commercial
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Tracking study post the campaign
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Values association: The Group is perceived as trustworthy, established and Global.
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Level of familiarity
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e Next Phase
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Key insight:
After only a decade the Aditya Birla Group scaled to place itself amongst one of the most trusted Indian brands
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Key Opportunity:
Leverage the super brand equity
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Initiated a repositioning exercise through the branding system guideline
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To meet the new demands for the global as well as the local market place
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A brand Refreshment not a Reinvention
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Old Identity
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New Identity
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A small graphic step, a giant leap in corporate positioning
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Brand Architecture - Before
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Brand Architecture - After
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Visiting Cards
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Design Language
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Design Language ExplorationColour PaletteThe colour palette has been derived from the colours of light.The seven colours that a prism splits white light into are: red, orange, yellow, green, blue, indigo and violet.
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Design Language Exploration
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Design Language Exploration
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Corporate Stationary
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Brand Merchandise
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Brand Merchandise
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Brand Merchandise
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Planners & Diary
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Communications
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Sector wise TV Commercial
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Leadership Advertisment
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Scholarship Advertisement
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Scholarship Advertisement
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Stamp Release Advertisement
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Annual Report 2009 - 2010
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Annual Report 2010-2011
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Annual Report 2011 - 2012
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Management Journal
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Client Speak
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