Pavan Padaki - Brand Vinci

Pavan Padaki is a brand practitioner, consultant and trainer. Popularly known as the Insight Guru amongst his peers and clients, Pavan practices the fine art of integrated marketing communication. With a rich experience of over 25 years in client management, research, account planning, creative, public relations and corporate training, he specializes in discovering insights in the world of brands, creativity and business.

You could share your insights on successful brands, creativity and business at: www.InsightsInsight.com, orchestrated by him.

Brand Vinci decodes the concept of branding here and now, with a fresh and unique perspective.

The decoded facets are practical and useful not only to marketing professionals but also to entrepreneurs, B-school students and could also be highly applicable to ones own personal life.

Written by a brand practitioner and corporate trainer and based on interactions with marketing professionals during workshop and client engagements, this book demystifies branding concepts for brand owners, managers and students.

This book will help simplify some of the complexities around the word brands, and make 'brand sense' for our daily lives.

Maybe it is not a secret anymore, Da Vinci.

What the Experts Say

'Pavan's book is a gentle delight that tells students how to treat brands, reminds practitioners how to continue treating brands and refreshes teachers with new brand lessons'.

R. Balki , Chairman and Chief Creative Officer, Lowe Lintas (India),
Ad filmmaker, writer, Film director (Paa and Cheeni Kum)

This is a strikingly original, well-branded work on branding. I recommend it to every entrepreneur as a primer on the subject; it is a must-read.

Subroto Bagchi , Co-founder and Chairman, Mindtree

I always thought branding was for business school students. This book gives a good idea of what a brand could be missing or if it is doing very well for itself.

Rahul Dravid , Former Captain Team India, Coach, Cricket Commentator

Brand Vinci is quite an enlightener, Pavan Padaki deals with the complex subject of Brand management in a simple human way and has introduced new Ps of marketing: Purpose, Perspective, Property and Protocol. A must-read.

K V Sridhar Pops , Ex-Chief Creative Officer India
subcontinent at Leo Burnett

Understanding the reason why for the brands existence can indeed help brand builders look at the role their brand plays, beyond the immediate product or service. This book is a good read for brand builders for the variety of perspective it brings.

Nitish Rai Gupta , Head-Innovation KFC, Yum Brands

Brand Vinci

Decoding facets of branding

BRAND VINCI

Decoding facets of branding

PAVAN PADAKI

Copyright 2014 Bloomsbury Publishing India Pvt Ltd

All rights reserved.

No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical,including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the publishers.

No responsibility for loss caused to any individual or organization acting on or refraining from action as a result of the material in this publication can be accepted by Bloomsbury India or the authors/ editor.

Bloomsbury Publishing India Pvt Ltd Vishrut Building, DDA Complex

Building No. 3, Pocket C-6 & 7, Vasant Kunj New Delhi 110 070

ISBN: 978-93-84052-96-6
10 9 8 7 6 5 4 3 2 1

Typeset by Eleven Arts
Printed and bound by Thomson Press Pvt Ltd

The content of this book is the sole expression and opinion of its author, and not of the publisher. The publisher in no manner is liable for any opinion or views expressed by the author. While best efforts have been made in preparing this book, the publisher makes no representations or warranties of any kind and assumes no liabilities of any kind with respect to the accuracy or completeness of the content and specifically disclaims any implied warranties of merchantability or fitness of use for a particular purpose.

The publisher believes that the content of this book does not violate any existing copyright/intellectual property of others in any manner whatsoever. However, in case any source has not been duly attributed, the publisher may be notified in writing for necessary action.

To my father, Bindu Padaki,
whose thinking and ideas were
always ahead of his time

contents

Acknowledgements

L ittle did I realise that my hobby would eventually become my career. This is my 25th year in the business of advertising and branding. Looking back, it seems, there is a default logic to it. I thank my father for exposing me to over a 1,000 comics; a 100 MAD magazines; 200 satellite channels in the early 80s; music loaded on over 300 spools; 200 LP vinyl records; 400 cassette tapes; 200 VHS movies, and TV shows from across an array of countries; and for championing my unique hobby of collecting TV commercials from across the globe. Even before I had stepped into the world of advertising,I had over 1,000 TV commercials and radio spots.

To Sridhar, my colleague, well-wisher, and the CEO of brand-comm, who has always believed that I can, and will deliver the best, and succeed. I would like to acknowledge, and express my gratitude for him, for supporting and helping me discover the multiple facets of branding and communication. For my first TV script, first pitch presentation, first speaking opportunity, first workshop as a trainer, first brand consulting project, first B-school lecture, and many other firsts, thank you! Today, I take pleasure in expressing my insights on branding.

I would also express my heartfelt gratitude to all my colleagues and well-wishers, for encouraging me to write this book. Special thanks to Parvarthy, Gasper, and Saloni, for their support and energy in making this book a reality. Thanks to Chatura and Ashok for minding my language, and Benjamin for those wonderful hand-sketched DaVinci images.

I thank Praveen Tiwari, Publisher, Bloomsbury India, for his support, confidence, and conviction in the book.

To my clients, workshop participants, and B-school students, who have contributed richly to my knowledge and experience, and have helped me unlearn, to become a professional brand practitioner.

Thank you all!

Foreword

R. Balki: Chairman, Lowe Lintas; writer, director, producer (Cheeni Kum; Paa; English Vinglish)

This is possibly the first forget-me-not book on brands. It is for all of us; students, practitioners, and teachers, who sometimes forget that a brand is as human as us.

In a competitive world, where all of us are desperately trying to be brands ourselves, it is forgivable when we sometimes forget to look at a brand, as if it were a person. But it is unforgivable if we dont quickly correct this. Pavans book is a gentle delight that tells students how to treat brands, remind practitioners how to continue treating brands, and refreshes teachers with new brand lessons.

Pavan has removed all jargons that cloud the understanding of brands. It is a book written by a practitioner who has treated brands all his life with an understanding that some of us reserve only for a close friend or family. Maybe that is why the book is a pleasant nudge, and not a missionary lecture.