Sunder MadakshiraSAP

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The Branding Imperative

• The Offerings ‘appear’ the same

• The Outliers

• The Lion Cub Story

• “Let’s get Physical”

• Lessons from Non- IT

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The Research

• 6 + 55 = 21

• Focus: Small and medium companies

• Top concerns

Customer understanding

Understanding marketing ROI by CXO’s

Budgets

“Collateral manufacturing machine”

Global alignments

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CONCEPTUAL IDEAS

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Creating A clear & strong value proposition

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Ownership of the Customer Experience

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Demonstrate thy value7

Integrate messages8

Building Relationships9

SALES FORCE BRANDING

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Sales Force is thebest branding tool

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Get a cool sales kittogether

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Demonstrate Your Scale13

Ambush marketing in Events14

Propose, in style15

People known as called SME’s16

INFLUENCER BRANDING

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Build a Strong Thought Leadership Program

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Form a Customer Advisory Board

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Building a radical and strategic PR program

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Speakers’ Bureau21

Academia Program22

AND…

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Create assets and then…

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…exploit it to the hilt

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Spruce it up, Baby26

Demonstrate scale

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Creating & Communicating Centres of Excellence

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Talk Business, not Technology29

Talk Technology, not Business30

Calibrate Expectations From Telemarketing

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Do not give unexpected news32

Impactful Content33

Start early…real early

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What is common betweenBrands and Rome?

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THANK YOU

Sunder.madakshira@sap.com

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