Idea - Marketing Professional - Branding

Marketing Professional - Branding

Job Description for Branding :

Principal Responsibilities :

- The Creative communication vertical has undergone a change from mere approval of circle creative to now designing the circle brand strategy, creating a Jobs to be done for achieving that strategy, evaluation of the plan and in some cases even help in execution of the same.

- Apart from that there are a lot of national initiatives from the Product, VAS, Data verticals that have to be handled by this person which has not been there in the past. Devices is a new area where packaging, communication and POSM is done at corporate.

- While the business objectives are clearly laid down by circles, the brand part is often left out. While a lot of activities are done at the circle level, are those driving brand parameters are often not thought through.

- As a result, brand metrics become just a result, rather than a planning tool.

- Also while there are similar issues across circles, there is no commonality of actions as there is no common thread across them . The brand then comes across fractured and results in not meaning the same across the circles.

- Its left to individuals to interpret the results in isolation and hence duplication of work further leading to a fragmented approach with added costs