Music Inc. 2019: Building Greatest Brand Intellectual Property

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

Talking about key focus areas Tellis said, "There are 3 broad areas that we talk about firstly, the Brand's 'core objectives', 'Brand's Voice' i.e what is the brand and the products are trying to say and then comes how to curate the 'Brand's communication'."

Tellis further gave 3 angles to curate the idea around the brand, namely 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, "What is 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 decision to choose 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 says, "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 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, with an objective to create opportunities for new talent this was an initiative to increase consumer base and gradually build the brand Aditya Birla Group as the patron to the arts,working hand in hand in the theatre ecosystem,generating interesting content across media thus creating a theatre community via Aadyam Spotlight.