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n order to be irreplaceable, one must always be different” – Coco Chanel
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Page 1: Manisha Bhatia: Brand Stylist

“ n order to be irreplaceable, one must always be different” – Coco Chanel

Page 2: Manisha Bhatia: Brand Stylist

My name is Manisha Bhatia

I am a brand strategist

Page 3: Manisha Bhatia: Brand Stylist

My name is Manisha Bhatia

I am a passionate brand strategist

Page 4: Manisha Bhatia: Brand Stylist

My passion for strategy comes from an unconventional source. Fashion.

Page 5: Manisha Bhatia: Brand Stylist

Yes. Fashion.

Page 6: Manisha Bhatia: Brand Stylist

I was 15 when I designed my first outfit.

There were three main reasons.

Necessity.

I belonged to a social circle that could afford to buy into the latest trends.

I had to find alternatives.

Art

I loved doodling, sketching, drawing patterns and playing with colors.

Also, I always imagined having a secret power that brought everything I drew to life.

This got me closer.

Defiance

I rejected conventions. I always carried a need to disrupt regularity and create something out of nothing (and sometimes out of other things).

Also, from where I come, getting an outfit stitched is more economical than buying one.

Page 7: Manisha Bhatia: Brand Stylist

Soon, I realized that my passion was for something more than designing.

It w

as a

bout

Self-expression and interpretation.

Page 8: Manisha Bhatia: Brand Stylist

Soon, I realized that my passion was for something more than designing.

It w

as a

bout

Finding a way to tell my story through a personal style.

Page 9: Manisha Bhatia: Brand Stylist

Soon, I realized that my passion was for something more than designing.

It w

as a

bout

Being able to create conversation without actually saying anything.

Page 10: Manisha Bhatia: Brand Stylist

Soon, I realized that my passion was for something more than designing.

It w

as a

bout

Watching trends and adding a flavor to call it my own.

Page 11: Manisha Bhatia: Brand Stylist

Soon, I realized that my passion was for something more than designing.

It w

as a

bout

Most importantly it was about observation and a consequent creation.

Page 12: Manisha Bhatia: Brand Stylist

Four years ago, I found the perfect field to extend my passion: Advertising. Starting my career as a junior planner, I understood how brands were like people. The ones that stood out were those that found a way to express their feelings and point of view through a personal style. I also came to understand that like every individual, every brand is unique. And, like a very few individuals, only a

few brands tend to live up to their uniqueness.

My motive is to help brands decode their unique style. To design ideas that they can call their own.

This is my journey toward becoming a brand stylist.

2007 2008 2010 2011

Best decision to enter Best decision to grow Best decision to learn Best decision to polish my skills

Dubai, UAE Dubai, UAE Richmond, Virginia Dallas, Texas

Page 13: Manisha Bhatia: Brand Stylist

Marpac Brandcenter

Marpac asked us to Increase market share of their number one selling product: SleepMate

Page 14: Manisha Bhatia: Brand Stylist

Stor

y of

the

inv

ento

r

Marpac, a 48-year old company, are the original inventors of sound conditioners. The company has done a great job at keeping the product their hero with very little attention to the brand

Marpac needs to build a story for their brand.

Sleep Mate or Sound Screen is the star product for users of sound conditioners, primarily between the ages of 35 to 65.

Bra

nd T

ruth

Sleep Mate lasts for 30 years The target is loyal to the product not the brand.

Cha

lleng

e O

ppor

tuni

ty

Talk to an audience where perceptions of sleep are different. Dig a different hole altogether instead of digging deeper.

Online surveys Personal interviews Mintel Simmons

By consuming large amounts of ‘quick-fixes’, young adults are constantly battling with sleep. They are fighting it.

Marpac’s actual competition are the quick-fixes, a.k.a. Coffees and energy drinks.

Gen

‘Y’ir

ed

Insi

ght

Targ

et T

ruth

:

Cat

egor

y Tr

uth:

Young adults tend to choose a quick energy fix as opposed to sleep: Caffeine. This quick-fix solution creates a vicious circle effect.

They put you to sleep. Literally.

Res

earc

h

Adults between the ages 25-34 sleep-related problems most frequently. They are geared toward maximum productivity and minimum waste of time  

Page 15: Manisha Bhatia: Brand Stylist

Strategy Platform

Sleep is NOT the enemy.

Our ‘light bulb’ moment

To end the ongoing battle between Gen ‘Y’ired and sleep, Marpac should take the role of becoming a peace-maker.

Page 16: Manisha Bhatia: Brand Stylist

Preconception Introduction Purchase Interaction R

ecom

men

dati

on

Cre

ativ

e Ex

ampl

es

“I want to fight sleep” “Tell me more” “How does it work?” “I want it”

Display messages that challenges their preconception when and where they are actively fighting sleep (i.e. coffee shops, convenience stores, etc)

Build an online platform encouraging the Gen ‘Y’ired to come up with the most creative ways to fight sleep. Marpac would partner up with experts to find an solution to counter every technique.

Tryvertising: expand distribution to retail platforms and make them available for demonstration

Use packaging as a medium to further converse with the Gen ‘Y’ired by stating fun facts about sleep.

Page 17: Manisha Bhatia: Brand Stylist

BMW Brandcenter

We were asked to launch an Integrated Campaign as an encore to the successful BMW Films.

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We had to work on four things:

1.  Create a campaign that not only acted as the encore to BMWFilms, but outdid it.

2.  Create a long-term brand effect, not just a short-term sales effect.

3.  Support a hugely diverse range of products. 4.  Create genuinely breakthrough advertising – stuff

that would succeed amongst the luxury car media clutter, with an audience that’s increasingly unwilling to give up any of their spare attention.

What did BMW stand for?

Though #1 - Luxury, quality, and of course consistency.

Thought #2 - our first instinct is rubbish.

Thought #3 – Goldmine within their corporate culture. As a freewheeling idea factory, much of BMW’s success stemmed from an entrepreneurial culture. Individuals from all levels of BMW worked side by side to consistently produce an ever-changing product line.

Bra

nd T

ruth

: Con

sum

er T

ruth

:

What they don’t know

When they slide behind the wheel, they are driving a vehicle born of thousands of impromptu brainstorming sessions. They are driving a vehicle born out of imagination more than just knowledge

…because knowledge is limited”

Imagination is more powerful than knowledge…

Page 19: Manisha Bhatia: Brand Stylist

Our Brief

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Why are we advertising?

Whom are we talking to? Affluent Male or female between the ages of 35 and 65

They are leaders and an achievers who believes in working hard and playing hard. They are creative and have an eye for detail. They are fascinated by how things are assembled and respects everything to do with innovation and moving ahead.

What do they currently think?

What do we want them to think? “BMW stands for imagination. Yours. Mine. Everyone’s.”

Main Idea .

Tone

Creative Guildelines

How do we achieve this?

To create a successful sequel for BMWFilms.

Background: BMWFilms turned the brand into a cultural phenomenon by mixing luxury with entertainment on a digital platform. It entertained and generated a strong fan base of owners and aspirers alike.

“BMW stands for quality, luxury and consistency”

Make the internal entrepreneurial culture external

Imagine with BMW. Imagine for BMW

Universal Passionate Interactive

Build a globally interactive campaign

Page 21: Manisha Bhatia: Brand Stylist

The creative

Snapshot of Global Innovation. Our campaign’s core focuses on a worldwide touring exhibit. This event will work like a chain reaction traveling to 17 cities across the world. It will honor and invites creative thinkers (i.e. fashion designers, artists, architects, etc.) from around the world to their city of preference to display their revolutionary ideas for the next BMW series. The final The winning idea will result from votes. The winner will then work with a team of BMW designers to create the first people’s car. The campaign will be divided into three phases over a span of three months.

.

Page 22: Manisha Bhatia: Brand Stylist

Phase 1:

An open invitation will be released in the form of online banners, print ads and flyers. The ideas will be submitted to a panel of judges (BMW designers) who will work on a shortlist for every city before public voting begins.

Onl

ine

Ban

ner

Web

site

Lin

k

Page 23: Manisha Bhatia: Brand Stylist

Phase 2 – awareness and call to action.

Through various forms of non traditional media, BMW will inform the general audience about the event in the city.

A call to action message will be attached to each media form encouraging the audience to follow the selection process on online portals. Selected participants can have a conversation with the audience on the micro site developed to showcase their ideas.

Phase two will also include ticket sales for those who want to attend and vote for the best ideas.

Dig

ital

Bill

boar

d Am

bien

t In

stal

lati

on

Page 24: Manisha Bhatia: Brand Stylist

Phase 3: The Event

The actual event The touring exhibit will display live models of the selected pieces. It will be held on a weekend in each of the selected cities across the globe.

Voting can only take place at the event.

The winning two pieces will move along to the next touring exhibit to keep the audience from the previous cities engaged.

The exhibit will end at the BMW museum where the most voted idea will be picked.

. Ti

cket

for

the

eve

nt

Page 25: Manisha Bhatia: Brand Stylist

Ferrari World Disruption Workshop TBWA\RAAD

Preparation and participation of a mini disruption workshop

Page 26: Manisha Bhatia: Brand Stylist

Who are they:

Ferrari World is the world’s largest indoor theme park created by Ferrari in Abu Dhabi.

Task:

United Arab Emirates was turning into the next destination for major theme parks like, Six Flags, Disney World, among others. With various sources of entertainment scheduled to open around the same time, Ferrari World had to make its mark and stand out.

The Agency recommended conducting a workshop to undergo the process of seeking conventions and uncovering ways to disrupt them.

During my time as an Account Manager at the Agency I was asked to lead a team in the preparation before workshop and participate in conducting exercises during the workshop.

Page 27: Manisha Bhatia: Brand Stylist

Before the Workshop

We built market segments and collected verbatim for each to be explored during the workshops

Tifosi

Owners and auto

geeks

Passive Admirers

Other Fans

They are parents, or just just friends looking to experience the story of a Ferrari through rides, and movies about the brand

An Italian word to describe a group of supporters/cult. Usually a part of a Ferrari Club. They may not own a Ferrari but want to be able to sit behind the wheel in the theme park

They are spectators visiting the theme park without engaging in any activity

They usually own a Ferrari or are planning to own one. They want to be able to make their vehicle a part of the theme park experience. E.g. rallies, special events for owners etc.

Page 28: Manisha Bhatia: Brand Stylist

During the workshop

The Agency and Client concluded the following consumer profiles as the primary audience They fell under the ‘Passive Admirer’ and ‘Other Fans’ categories.

31 year old male Single HHI - $ 60K + Lives with a roommate Drives an SUV Loves to travel Adventurous – skydiving Favorite author – John Grisham Favorite TV show – Lost Music: Cold Play Trendy Technology savvy Freetime: Video games Personality: Laidback Extrovert Conversationalist Structured

Young mother Middle management

career Loves diamonds

Drives an SUV Interests: Shopping

Socializing Movie: Devil Wears Prada

Personality: Easy going

Cheerful Secret crush: Ben Stiller

Active on Facebook

Page 29: Manisha Bhatia: Brand Stylist

Competitive analysis

I lead the team in discerning the communications, corporate, and

marketing conventions for Ferrari World and its competitors

Before the workshop

Page 30: Manisha Bhatia: Brand Stylist

Conclusion:

Ferrari Is a religious/spiritual experience.

This is the place where the passion and soul of Ferrari comes to life. You become a part of the Ferrari story when you step. You become a part of its thrill and glory.

This workshop helped in the overall development of a launch campaign that will be released in the coming months.

We derived the following conventions

During the workshop M

arke

ting

Com

mun

icat

ions

Cor

pora

te

Icons and mascots Focused on kids. Special events to increase incentives. Annual memberships Restaurants themed around characters or rides Retail Convention: ‘Mass’ customer service

Focus on in-your-face communication Low concept or escapism message Thrilling experiences Safe mediums used to communicate. E.g. traditional print or TV Talking to parents/adults and kids in the same language Convention: Same language old media

Use of superlatives. E.g. biggest, most exciting etc. Formal internal tone “We’re green” Push history or heritage Convention: Do not talk to consumers

Page 31: Manisha Bhatia: Brand Stylist

My Personal Style

Page 32: Manisha Bhatia: Brand Stylist

I B

elie

ve

that presentation is key: It makes all the difference.

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I B

elie

ve

that the world is no longer separated by borders.

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I B

elie

ve

that the trick isn’t to be really creative or really strategic. It is about combining the two.

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I B

elie

ve

that my personal style will suit yours in more ways than one.

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I B

elie

ve

you will have to meet me to find out more.

Page 37: Manisha Bhatia: Brand Stylist

Thank you for your time.

Ph: (480) 621 1055 E: [email protected]