Pathways to relevant perceptionWe design pathways to relevant perception for brands and businesses. We do it by blending strategic thinking with a template for action. Relying on proprietary techniques and tools we help businesses uncover the opportunities and solve complex problems while mapping the brand journey. We are a compact, boutique team with experience in partnering with clients in two markets – the fast, agile Singapore and the culturally diverse and dynamic India. From basic need and situation discovery to philosophy of perception creation to customising digital relevance, we cover it all. Step by step, with plan and action. The result: an essential cohesive train of perception amongst various stakeholders.
DISCOVERYcurrent perception a dipstick
AND INSIGHTSdeeper perception pointers
POINT A TO
POINT B MAPPINGdesired perception
TO DO LISTenabling the perception across mediums
CHECK BACKdefining outcomes and course correction
Our perception bundle
current perception, a dipstick
for entrepreneurs looking to launch their idea or raise investments to get the ball rolling.
Locating the brand in its environment and ecosystem of engagement and experience is the task. We do it by a combination of primary research and secondary information drawn from published sources, listening tools and stakeholder reviews. For the client it is a third party objective view.
Brand audit and insights
deeper perception pointers
Fundamentally for a deeper understanding clients use this competent.
Fundamentally for a deeper understanding clients use this component. It covers areas of digital audit, competitive benchmarking, persona profiling, content frameworks, search and user flow. It uses a mix of components – site checker tools, reviews, content discovery and efficacy tools, social media audit and in purposive scenarios even primary research to get an overall picture of the brand – what it is, how it behaves, what customers feel about it and more. Actionable plan is the deliverable with micro-scenarios detailed within.
Point A to Point B mapping
Point A to Point B is the opportunity/challenge identification exercise.
Flowing from the brand audit part, this outlines the current situation of the brand. It then factors in the emerging scenario which is a blend of market dynamics, brand drivers and client objectives. Point A to Point B is the opportunity/challenge identification exercise. It envisages the conceptualising of a construct and bridge to move the clients’ business/brand to the desired perception point. How the essentials of perception will build the brand will be the deliverable in this component.
Philosophy of the brand
This component is about listing, imbuing the facets with perception – creation capabilities and attempting to create a template for an evolving philosophy of the brand.
A brand is built on many things. While its ability to solve a problem or alleviate a customer anxiety are paramount, we believe that a brand needs to behave in an identifiable, relevant and endearing manner. Easier said than done, this needs a comprehensive understanding of all the brand’s touch points and its perception – capable assets. This component is about listing, imbuing the facets with perception creation capabilities and attempting to create a template for an evolving philosophy of the brand.
To do list
enabling the perception across mediums-conventional and digital
It is about getting together that razor-focused eco-system that delivers to the Point B definition of the perception goal for the business/brand.
This is about enabling the execution. It is about getting together that razor – focused eco system that delivers to the Point B definition of the perception goal for the business/brand. Our role by default is a specialised enabler given that we have hands on experience in creating communication frameworks, executing them, templatising digital approaches and conceptualising content frameworks. Here we follow our well – tested touch point framework and always work towards creating repetitive methodologies. Overall we help the business get perception – ready. In some situations, businesses do ask us to actually execute the perception creation programme. This is more by exception than by rule.
defining outcomes and course correction
We define outcomes jointly with the client for all providers.
No outcomes mean no focus, is our principle at work. We define outcomes jointly with the client for all providers. This is more than just an accountability norm. It is the crosshairs for the perception journey. To be within that is the goal and therein lies our insistence on defining outcomes. This way of working extends across all areas of enabling – advertising agencies, design firms, PR agencies, digital agencies, UI design agencies, programmatic media placement agencies, digital media planners and more.
Dr Raj Mohan Tella
Raj is marked by his distinct solution – seeking approach. Branding frameworks, brand consulting and brand design have dotted his last 13 years. His advertising lineage keeps him grounded while aiding in asking simple and obvious questions. Empathy and simplicity on the one hand, structural frameworks and theoretical constructs on the other are his ways of looking at businesses. His current engagements are in – media, education, food, fashion and e commerce, B2B and B2C climbing systems, telecom, pharmaceuticals and NGOs. Raj has greyed with 35 years as a Branding and Communications Practitioner. He has a Doctorate in Marketing.
Branding has been his calling from the time he decided to work. Initially working on the client side of the business, after a couple of years he moved over into branding, brand consulting and related brand design. He has been at it for over 12 years now. A graduate from the Melbourne Business School – one of the top three in the world in the marketing area, he possesses the ability to ask the right questions, stick to a plan and method. He is a solid pivot in ongoing assignments with the right blend of operational experience and thinking hats.
Our perception bundle is a complete package. You could engage us on the complete bundle or choose a combination of components within the bundle.
It is ideal though to exercise the individual component option for Situation discovery – current perception a dipstick & Brand audit and insights – deeper perception pointers.
On a customised basis we also do one to three day sessions on unpeeling the brand from a perception perspective.
Our engagements range from 4 hours to a year.
Working with us is akin to a strategic consulting company, a brand design company, an advertising agency and/or a digital planning agency. Depending on the avatar the business engages with.
Our assignments are largely unique. Each demand a very different set of skills and responses from us. This demands that the needs and expectations of the business are articulated in detail by the client. We spend considerable time in getting this together.
Our commercials – hourly fees and overall project fee models.
Current client areas