1. Brand Communication
Symbiosis May 7th, 2011

2. Bark up the right tree, at the right time, in the right tone, with the right message, through the right medium and within the right budget

3. Right Tree

4. Talk to the Internal Tree First

5. Select External Tree Carefully
If you try to be everything to everyone, you end up being no one

6. Soliciting ‘paid’ patients from ‘free’ camps is barking up the wrong tree

7. Right Time

10. Timing Blunders- Examples
Health Tip on FM radio in the Evening
Press conference when Aishwarya Rai is in town
Half marathon in peak summers
Press release on the day India wins the World Cup

11. Right Tone

12. Communication starts with Listening
What do they read?
Who Pays?
Who influences?
Where do they shop?
What are the values & beliefs?
Where do they live?
Who else is talking to them?

13. Product
Brand connect is possible only with positive emotional tone of communications
Features
Benefits
Economical
Tangible
Emotional
Negative
Positive

14. Right Message

15. A Muti-Speciality Hospital
Arya ENT Hospital
A Muti-Speciality Hospital

20. Clutter Stinks

21. What Makes it Good - Checklist
Intervention
Entertainment
USP
Action
Emotion

22. Right Medium

23. Various medias at various levels
Internal
JSM
Posters
Events
Magazine
Operational
POC
Standees/Posters
External
Ads PR

24. Public Relations Advertising Non Paid No Control Paid Full Control

25. PR Media
Print
Electronic
Events
Web

26. Outdoor Electronic Print Digital Others Advertising Media

27. Right Budget

28. Half the money I spend on advertising is wasted
Half the money I spend on advertising is wasted. The problem is, I don’t know which half. 
-John Wanamker

29. How much do I spend? Percent of Sales Competitor Benchmarking
Life Cycle Position
Effectiveness of a Media
PR vs Ad balance

30. Barking up the wrong tree, at the wrong time, in the wrong tone, with the wrong message, through the wrong medium and within the wrong budget can leave you stuck