CREATING A BRAND THAT IS ROOTED IN INDIAN CULTURE

L E A R N I N G H E A L I N G L I F E

L E A R N I N G H E A L I N G L I F E

ManipalCreating

I N T E L L E C T U A L P R O P E R T YCustomers should know you stand for something.Howard Shultz, Starbucks

3i’s

integrate invigorateinspire

THE DESIGN / COMMUNICATION OBJECTIVES

So that we stand for something … now and for later.

OUR BASIS FOR INTELLECTUAL PROPERTY

A Cumulative Past Post Dr. TMA Pai … what really integrates the brand?

A Consolidated Present Post liberalization ….. what examples do we set for group constituents to emulate so that the brand is invigorated?

A Planned Future

In the ‘Globalization era’ how do we become an inspiring beacon brand internally (externally).

NETT NETT

What is our identity/personality?

How is it homogenized/standardized and applied?

What codes/tones and styles then govern our communication?

B R A N D A R C H A E O LO G YB R A N D A R C H A E O LO G Y

Where were we?Why were we there?

A desperate need for a unified identity.

BRAND ARCHAEOLOGY

Was becoming a victim of Organic growth/diversification.

Many bodies/Many souls.

A decentralized/maybe even fragmented image.

What you heard is what you know.

Hearsay governed impressions/image.

Communication Opportunity and/or ProblemA holistic view of the brand to excavate ONE sustainable anchor.

Desired Brand Image/PositionBrand equity operates like a fixed deposit

without a maturity date. Deposit, do not withdraw.

Desired Brand PersonalityPersonality traits that help position the brand.

THE IDENTITY TRIANGLE

BRAND IDENTITY

Communication Opportunity and/or ProblemMany bodies But one Soul.

Desired Brand Image/PositionMore than a Business Group,

a community with shared values, common goals and a clear human development agenda.

Desired Brand PersonalityA visionary and a rooted institutionJawaharlal Nehru - Solid /insightful… loves youth development causes.

MANIPAL IDENTITY TRIANGLE

BRAND IDENTITY

THE DESIGN CLUE

Manipal, the ‘conceptual place’ is like NALANDA, a centre for learning /development and well being…..a beacon that draws you to itself.

THE DESIGN TASK

To manifest symbolically / aesthetically

a sense of re-assurance.a sense of learning.a sense of belonging.

And a strong sense of pride/association.

THE DESIGN OBJECTIVE

More than a part of the Manipal Group...a part of the Manipal Community.

The Manipal Symbol borrows it’s form from an architectural structure that has stood the test of time and has witnessed many sunsets. It also becomes the silhouette of any and every individual. The insignia is open to individual interpretation. It’s agenda is to prove a stable foundation, a link with our past and to inspire our future.

B R A N D A N T H R O P O L O G YB R A N D A N T H R O P O L O G Y

The culture that defines our reason to be.

What is our core value?

What are our shared values/beliefs and motivations?

What do we stand for?

BRAND ANTHROPOLOGY

CULTURE MAP- HOFFSTEDE FRAMEWORK

COREThe Essence

of Culture

RITUALSA subconscious set of activities that condition us to our culture

ROLE MODELS/ HEROESWho we look up to/ who we emulate/

who we want to become.

SYMBOLSThose traits that endeavour us to our culture

A BEACON OF HUMAN

DEVELOPMENT

Destination Manipal

Timeline /Heritage

Rooted in Indian Culture

Global Outlook

New Technology

New Disciplines

Alumnus/ Faculty

Dr T M A Pai

Philanthropist

50 years package

Manipal Linq Merchandise

Manipal Clinic Manipal Health card Medical Camps

Time Line

Pai’s of Manipal

President’s Visit

Twinning programmes

Distance Learning

Dial M

Road

ShowsCPO

THE INVIGORATION PHASE

All elements of design/communication/ institutions speak one language.

Audiences are exposed to multiple facets.

A vivid demonstration of the culture of the brand.

A clear articulation of corporate identity guideline that the brand needs to follow through the CIM.

THE DESIGN TASK

A genetic code for the brand development.

A people orientation not an infrastructure orientation.

Defining the visual vocabulary of the brand.

THE DESIGN OBJECTIVE

Condition the internal audience to what the brand stands for.

Enroll / Subscribe to what the brand stands for ….

NETT NETT

Housekeeping before we leapfrog into a Global/Competitive environment!

ROOTED IN INDIAN CULTURE

Manipal Clinic at Bangalore Airport - a courtesy service

Communication for Manipal Health Card -reaching out to to the rural sector.

Manipal - Inspired by life communication for MEMG

HERITAGE/HISTORY/TIMELINE

Reviving the culture

President’s Visit

Stamps for 50 years celebration

DESTINATION MANIPAL

GLOBAL OUTLOOK

B R A N D A R C H I T E C T U R EB R A N D A R C H I T E C T U R E

A macro/global superstructure a brand template for the future.

How does the brand talk to it’s various target audiences?

What physically and emotionally houses the brand in the future?

The contextual leveraging of the intellectual property we have created.

BRAND ARCHITECTURE

B R A N D S T A RB R A N D S T A RB R A N D S T A R

A model that ‘assumes’ that a brand exists in a ‘larger environment’ and needs to play a significant and tangible role in the life of everyone it touches.

BRAND STAR

Societal key truthThe key/universal human truth that the brand is rooted in.

Category Semiotic Truth Most powerful symbolic manifestation of the category.

Product InsightThe distinctively different product plus

THE CONSTITUENTS OFBRAND STAR

Brand TruthThe emotional essence of the brand.

Competitive InsightThe promise of brand derived from the delivery of the competition.

Role in LifeThe significant impact the brand has on the life of its consumers.

THE CONSTITUENTS OFBRAND STAR

BRAND STAR

ROLE IN LIFE

Societal Key Truth

Category Semiotic truth

Product InsightBrand Truth

Competitive Insight

Societal key truthEvery generation desires to be better healthier than the previous one.

Category Semiotic Truth Education / Health is a badge / label you wear.

Product InsightGlobal rules change fast … planned obsolescence.

MANIPAL BRAND STAR

Brand TruthSetting benchmarks in human development.

Competitive InsightThe Open market – dynamics ...from being a protected category. (Culture Brand marketing v/s Category Management & Culture)

Role in LifeYour flight into a new better world.

MANIPAL BRAND STAR

Manipal from being a mere place becomes an idea, a concept … where you belong to a new order with your feet firmly rooted in the principles that created the Manipal Heritage.

NETT NETT

“The challenge in this era of globalization – for countries and individuals – is to find a healthy balance between preserving a sense of identity, home and community and doing what it takes to survive within the globalization system. Any society that wants to thrive economically today must constantly try to build a better Lexus and driving it out into the world….

…. A country without healthy olive trees, that is only roots, and has no Lexus, will never go, on grow very far….

Keeping the two in balance is a constant struggle.

Thomas FriedmanIn the Lexus and the Olive Tree

THE CHALLENGE AHEADThe Lexus and the Olive Tree

NEW AGE MANIPALWhen the Manipal identity was created, we harked back to values,

to history, to create from roots.The new age Manipal, of which the university building is a visual

example is young, sharp, informed and global with a bright future.

The branding route is also radical and a step or two ahead of the IT companies and other institutions. This - for instance is the branding of

the University Building.

THANK YOU