Go Kiss the World – Subroto Bagchi – The NASSCOM EMERGE OUT Conclave -
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Subroto talked about his experience about how entrepreneurs need to think about their brand. He mentioned Brand is not what your agency builds, brand is what the entrepreneur builds. So, for any brand to be successful, top management of the company needs to be interesting. Mindtree last year had 481M in revenue, and spent less than 1% on marketing. But, Mindtree is still doing good marketing, using things like YouTube to interact with the customers. Brand is internal value, not external perception.Subroto mentioned how Mindtrees logo was built by an autistic child.:-)
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I love Subrato message “Brands are NOT what agencies build but what Entrepreneurs build” but again many realize this by spending lot of money on agencies to change their logo or create a so called unique message instead of improving their produc/service.
Branding is important but your company needs to build that remarkable experience/service into product for people to perceive the value of your product/service as a brand to spread it viral- Changing your logo or tagline doesn’t make any difference to your business unless product is damn good.