Music Inc. 2019: 'Important to know who we are as stakeholders to define brand purpose'

Day 1 of  Music Inc. 2019, rocked from its very start with an immersive session on 'Building the greatest brand intellectual property' by Brian Tellis, Director Fountainhead Promotions & Events.

Addressing his keynote Tellis began by saying, "The first thing is to understand a brand- its attributes, and its personality very carefully and unless we do that we can't go anywhere close to achieving the objective. To define the purpose of the brand it is important to know who we are as the key people or the stakeholders of the brand, and to understand its purpose, its lineage and what is the part of the lineage that we need to talk about."

"It is also important to understand the language of communication, in terms of the demographic and the psychographic nature of the audience, as well as the brand's aspirations and time they value, the objectives and key goals for the recognition and the awareness of the brand's market share and margins that the brand is looking at."

Talking about key focus areas, Tellis said, "So there are three broad areas that we talk about. Firstly, the brand's 'core objectives', 'brand's voice' i.e what the brand and the products are trying to say and then comes how to curate the brand's communication". 

Tellis further gave 3 angles from which the brand idea can be curated: Community, Content, and Consistency. Building a community can only happen once the brand proves its authenticity, relevance, clarity, and quality, the key factors to gain the confidence of the consumer.

Elaborating on creating the content Tellis said, "The platform we want to choose to create a resonance for the brand is another important point to achieve the brands, goals, and objectives. Be it the marketing or sales objectives, so a brand's choice of the right platform is very critical. Also, it is important to understand the geography the platform is catering to is it national or international and whether it suits the brand."

Stressing on the need for multiple touch points to connect with the audience Tellis said," The next important thing is the consistency of the brand which depends on the engagement through various touch points because an intellectual property has to have engagement at both, the touch and feel level and an intellectual level and we need to keep the conversation going with our audience on the multiple levels."

Tellis illustrated his point by giving a case study on 'Aadyam' Theatre, an Aditya Birla Group initiative, to elaborate on how the IP was created. Keeping in mind the core objectives augmenting the theatre industry to enable large scale productions and opportunities for new talent, this was an initiative to increase consumer base and gradually build Aditya Birla Group as the patron to the arts, working hand in hand with the theatre ecosystem, generating interesting content across media, thus creating a theatre community via Aadyam Spotlight.