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It's a New Brand World: 14 Things You Need to Know About Marketing Communications Today

I worked in marketing for 20+ years for a Fortune 100 company—in various roles, including brand management, global communications, marketing research, and communications—for some of the best-known brands.*

In a word, I've had lots of experience with some of the best creative minds and agencies in the world while working at a large corporation.

Yet, in the past three years, as a marketing consultant for a very small boutique agency in New York, I have learned more about what it takes to operate successfully and create value in today's "new brand world."

1. Marketing materials don't have to cost a lot

Yes, you can create a TV/video commercial, and a pretty damn good one, for under $50,000. Basically that leaves $300,000-$400,000 or more to get exposure for your message.

With new technology, hungry talent, and people looking to make their mark in the entertainment business, the execution of a spot can be done very afford ably. If you know your brand and it is being managed with the right message to the right people, putting it on video does not have to be expensive; and it can still be fun, fresh, educational—and get noticed. You can get logos and graphics designed by talented up-and-comers; you can get celebrity endorsements for little or no dollars.

If the brand fit is authentic, the message is on target, and the ultimate program is win-win for those involved, you can often do a lot with little upfront investment.

2. Pay what something is worth, not what it costs

Prices are always negotiable. In general, you can get the product done or the media needed for a price that is in line with the value it creates. Recently, we negotiated 40% off the original quote for the media costs of a print ad in a major consumer publication with no sacrifice in placement. If you don't ask, you won't get.

3. Work with people who offer value

The work day is long. With Internet, email, and mobile devices, ideas come at all times of the day and night. There is little divide between work life and home life. Work is life and life is work, and it all fits together. Just make sure your intrusions are giving you value, interesting insights, and offering return on your time.

4. Work for people you trust and respect—and who trust and respect you

That is the most important thing—and, together, your positive energy will help make things happen.

5. PR has always been easy to get… as long as you have news, but today it is even easier, quicker, and less expensive

With one click, the world can learn about your message, as long as it is newsworthy and creates interest. Social networking, blogging, and viral pick-up can work magic. There is often no need to send a formal release. But just remember: one click and the world will know your message.

6. If your product has style, the stylish will rave and share

I know many people who can spot something that has the "it" factor: They think it's cool, great, stylish... and that it will be a must-have. If it has style, Fashionista, Refinery29, People StyleWatch, Glamour.com, Elle.com, the Cut, and many, many bloggers and fashion influencers will write about it, covet it, pin it... because they know it "has it" and they love it. The Cambridge Satchel in its heyday was a great example.

7. Do something you are passionate about

If you're doing something you love, you will be more likely to have the energy to make something happen. Energy and enthusiasm in communications are contagious. If you are passionate about your brand, others will want to be, too.

8. Work with a team that has diverse skills, various points of view, and different backgrounds

Together, they can form a holistic perspective and bring new and exciting ideas to the table. Again, nothing new... but I have learned just how well and successfully a small team can operate. Our agency's strength is built on the strength of individuals, but it succeeds only because of the strength created as a result of how we work together as a team. Winning teams collaborate, build, and support one another. Doing so seems easier in smaller agencies because of less politics, similar goals, and faster response time.

9. It's not what you know, it's who you know

That has always been the case. But this is even truer in our new world of communications. The difference today is that it is relatively easy to get to know new people. You can find someone's contact details online or by phone. Getting a celebrity to cast... you can probably get his or her cell phone number. Finding a CMO's email... a breeze. Lists of bloggers, websites, etc. are there for the picking. No need to buy lists; go online and search. Then tell them what you know.

10. Marketing research is no longer a formal science—it's a way of life

There is research at your fingertips. Use it. Consumers want to be engaged. In fact, they are probably already talking about your product and your competition. Just take a look. Get alerts. Do searches. Check Twitter streams. Ask questions. Start a dialogue. Engage consumers on a fan page. A blog. Tumblr. Pinterest. Instagram. Facebook.

Don't pay for research until you have done your research on information that's already available, for free. Then pay for new research smartly to find out the why, to get into the backstory, and to do further analysis.

11. Global marketing is relatively easy today: What used to take years now takes days or months or less

You can take a product from the UK or Brazil, and get PR for it in the US, and get retail placement for the product fairly quickly. All with the Internet... sharing pictures, prices, endorsements, and press pick up. The world is much smaller. Great products in one country are usually great, and accessible, in another. Increasingly, consumer needs and desires are similar globally. And top celebrities and editors have worldwide influence.

12. Keep your brand relevant

It is one thing to create buzz, awareness, and news for your brand. But if you want to keep it vital, it has to remain exciting, newsworthy, and interesting to your audience. For Cambridge Satchel, this was done with new styles, celebrity usage, designer collaborations, and product placement. But you need to keep such activities up to maintain brand relevance.

13. Continuously audit and protect your brand

To the best extent you can. Your brand lives in a viral marketplace now. So much is out of the control of the brand managers and the communications managers. If you aren't continuously on the lookout and don't manage and monitor your brand... it will still be out there, living without your input and protection.

14. Success breeds counterfeits, so beware of cyberfraud

Social Media is an amazing tool that can shortcut the success of a brand by creating awareness and interest that can spread exponentially. The flip side is that social media has created a viral "Canal Street" that ignores copyright and trademark, and sets up fraudulent websites, Facebook accounts, and Twitter profiles using your brand and photos. Others will trade off your success. Buyer beware, and brand be aware!

*I was fortunate to work for DuPont and participate in its growth of some of the best-known ingredient brands, including Tyvek, Kevlar, Lycra, and Coolmax. I also worked on co-brand programs with many leading apparel, fashion, performance, and beauty brands, including Adidas, JCP, Rimmel, Wacoal, Zac Posen, IMG, UnderAmour, Levi's, J Brand, and more. I had a hand in hiring and working with some of the world's leading global advertising and PR agencies, including Saatchi, BBDO, Y&R, McCann Erikson, Ketchum, and Public is, and some wonderful boutique agencies such as LaForce & Stevens, The Bromley Group, Syrup, and Exit. I've worked with the great marketing research firms for qual and quant, including NPD, Gallup, Yankelovich, Harris, Penn and Schoen, Within. And I've experienced the brilliance of some of the best identity firms: Landor, Siegel and Gale, Future Brand, and Inter brand.

Failures are nothing but stepping stones to success. And no one has proved this saying better than these amazingly inspirational people.

1. Mahatma Gandhi

His is perhaps the most inspirational tale. Originally a barrister in India by profession, he was not a strong lawyer as he was unable to cross-question his witnesses. After spending sometime drafting litigation letters, he went to South Africa where he developed his political skills. It was not a cake-walk for him even there and his Satyagraha movement was fraught with difficulties even in India. Perhaps his biggest failure of all times was the partition of India and Pakistan.

2. Amitabh Bachchan

A blockbuster performer at the Bollywood box-office, Amitabh Bachchan's career tanked along with his production house, Amitabh Bachchan Corporation Limited (ABCL). His meteoric rise and quick downfall is a true Bollywood tale within Bollywood. He was bankrupt but did not give up and continued to fight. It was at this crucial juncture when his career took at 360 degree turn with the arrival of KBC series in India and slowly, he once again rose to the top. Big B truly proved that nothing, not even a simple desi hairoil advert is "beneath" you but in any profession respect is earned by your skills and your attitude.

3. Dhirubhai Ambani

Who doesn't know the name Reliance today? But do you know that Dhirubhai Ambani, the founder of Reliance was perhaps controversy's favourite child? Ambani had a humble beginning and he was not from an affluent background. He moved to Yemen at 16 years of age where he worked as a simple clerk. However, he knew he had to follow his calling and risking everything, he returned to India to set up his business with his close friend. Though Champaklal Damani differed from Ambani in his views and decided to split, Ambani did not give up hope and continued his trade, deciding to even enter the stock market. His stock market dealings and success have often been questioned but the man rose to power through sheer grit and determination.

4. Ratan Tata

What do you do when you have a role model to look up to and then, you are asked to fill the role model's shoes? When Ratan Tata became the chairman in 1991, he had a mammoth task set before him. His futuristic views and liberal attitude did not go well with some of the top honchos at Tata which resulted in a tussle at the management level. At the very start of his career as chairman, two companies under him faced bankruptcy and his employees faith in him dwindled as he brought down the retirement age from 70 to 65, leading to an ouster of some of the oldest employees of the organisation. Despite the many failures he has seen, Tata Nano being the latest, Ratan Tata did not give up and continues to be a global figure even today.

5. Narendra Modi

A humble chai-vendor, embroiled in one of the most blood-bathed controversies in the country is today the Prime Minister. Does success need any other definition? When Modi took on the reigns of Gujarat as the Chief Minister from Keshubhai Patel, his rise was met with opposition from many within the party. Modi's lack of experience was one of the major concerns. However, Modi stood his ground and became Gujarat's CM. As the CM, he veered from RSS's ideologies and supported privatisation and small government. But perhaps, his true test came in the form of the Godhra violence. While many still blame him for the riots, his name was cleared and he went to become one of the most powerful men in the country.

6. Shiv Khera

A writer of motivational books, he perhaps needed his words the most when he was accused of plagiarism. Post the launch of one of his books, 'Freedom is Not Free', Shiv Khera was accused by a retired civil servant Amrit Lal of plagiarism. While Shiv Khera was dragged to court, he did not give up and continued his writings. He even defended his writings saying he read a lot of books and researched before writing. Some of that research stayed with him. A pretty lame excuse but despite the court case and the out-of-court settlement, he bounced back and his books continue being motivational best-sellers. 

7. Smriti Irani

Not exactly a failure, but Smriti Irani's tale is definitely a rags to riches with WTF interspersed in between. She got her dream break while waitressing at McDonalds and became one of the best known faces on the small screen playing the role of Tulsi in Saas Bhi Kabhi Bahu Thi. However, after fallout with the small screen queen Ekta Kapoor, her career seemed like it would end. But Smriti Irani decided to enter the world of Politics and is today the HRD minister. With no education (or atleast a few fudged degrees) mind you!

8. Mansoor Ali Khan Pataudi

A cricketer relies on not just his strong reflexes but one of the most important asset is his power to see. A cricketer since childhood, Mansoor Ali Khan pataudi permanently damaged one of his eyes in a road accident. This led to him seeing doubled image. Though he could no longer see clearly, pataudi did not give up. He feared his cricket career was over but he returned to the field to play with just one eye. He is today regarded as one of the greatest captains India has ever had!

9. Nawazuddin Siddiqui

Born to humble farmers in UP, Nawazuddin first worked as a chemist in a petrochemical company. Wanting something more interesting, he moved to Delhi to only be a watchman. He developed an interest in theater in Delhi and moved to Mumbai to try his luck in movies. However, like every straggler, he did not get any good job or any meaty role and kept appearing in small roles. He resorted to conducting acting workshops to earn some money. However, he got his break when he got noticed as a reporter in Peepli Live and there has been no looking back for him since then!