Popularly known as the ‘Insight Guru’ amongst his peers and clients for his ability to make them see the unseen, Pawan Padaki has trained over 200 brand managers and advertising professionals, engineered over 75 brands by masterminding brands and communication campaigns and has scripted and executed over 50 TV commercials on air.
His book Brand Vinci published by Bloomsbury India, was launched by the Bangalore Advertising Club during its annual Big Bang award function as a gesture to recognise its veteran member.
In a freewheeling chat with exchange4media, Padaki shared insights about his new book and what why brands should be treated as human beings. Excerpts.
Q. What led to the idea of writing this book and who is your inspiration behind this?
As a researcher, planner and then as a creative head and corporate trainer on brands, I began to realise how we blindly took up the brand models scripted by professors from the western world as the basis for our articulation of a brand definition or strategy. Branding seemed to be from an academic world. It was time to have a Band Practitioner’s perspective on the subject.
The inspiration was the restlessness witnessing the jargonised world of branding, which appears to have become more of an intellectual profession, far from an understanding of its true implications in the market place.
Q. What does the book attempt to bring in for the industry? What is the objective?
The book decodes branding facets, without jargons, making it easy to read. It answers questions about missing links, refreshing brands, how to seek brand gurus and so on.
Q. Talking about the importance of integrated marketing, what are the insights provided inside the book for the readers?
The book decodes the branding facets and highlights the need to integrate these to ensure a unique and a robust brand. The various facets captured in the book deal with the brand-strategy phase, referred as, ‘What to say’. The execution phase, referred as, ‘How to say’, where the go-to-market activities get executed. Integrated marketing, which comes under this phase, will be covered in the sequel to this book.
Q. You are a multi-talented personality, popularly known as the Insight Guru among your peers and clients. What is your advice for brand managers, owners and students?
This is not an advice, more of a suggestion. It would help if brand managers consciously invest more time to understand and appreciate the implementation aspects as well, moving from an intellectual approach towards a more practical one. It would help if the brand owners defined what their business purpose is and then appreciate their brand purpose before leaving it for the brand gurus to take over. Also to the students, they should appreciate branding as a fascinating, human trait even before attempting to master it academically.
Q. What is the highlight of the book?
Each chapter deals with one key brand facet, namely, Brand Purpose, Brand Perspective, Brand (un) Positioning, Brand Property and Brand Protocol. All these facets are explained under a concept titled, Brand Balance. As the reader gets to explore the decoded facets, will realise, ‘branding is one bumpy bicycle ride.’
Being in the world of brands for 25 years, I am confident that through my book, many would benefit by applying these brand facets to their personal lives as well. I strongly believe, brands too have a life like us. Because, brands are as human as we are.