Main bhi Anna, Tu bhi AnnaFeared & Respected by the Enemy

Brand as a Person

Brand as a Symbol

Giving Every Indian a Chance to Play a Role in Shaping India’s History

Brand as an Experience

UBP

Simple, honest, old, frail man He is fire, light, hope and he’s ME

Bringing Aaj ka Gandhi & Doosri Aazadi to the streets near you

Brand Anna Image

Brand Positioning

Personal Branding & What it Takes

• Self-less, Socially Conscious, Gandhi-wadi, Fearless, Self-righteous, Conscience as Clear as the Air

• The Build-up• Bramhacharya• Austere Living• Gutsy• Soft Spoken

Candle March Songs Anshan Anna Topi Tiranga Ramlila Maidan

Creating Brand Engram through Symbols

Brand ‘Anna’ Traits

Anna - Packaged Anna - Personified

An - naturalAnna - Saangi

Anna - MirrorAnna - Soch

EX

TE

RN

AL

AS

PE

CT

INT

ER

NA

L A

SP

EC

T

Anna Projection

Anti Corruption Movement

Anna Stickiness

Bharat ka Nav-Nirman

Brand Essence

Simple, Direct, Uncomplicated Sans Glamour or Personal Vested Interests

CUTE & Grand-pa-like

Brand - Persona

Every time there is news of a BIG SCANDAL, the evergreen hot button gets pressed automatically

An Evergreen

RED HOT Button

Youth – Energetic, Passionate, Hungry for Results

Conscious

Target Group

Wow Factor

Will Power and Grit

Brand

Value

Brand Identity

Brand Loyalty

Brand Equity

Brand Equity

Simple word of mouth Cohesive mass mobilization

campaign Super communication strategy Brand AwarenessBrand

Communications and Promotion

Viral Branding

Media Vehicles TV Radio Newspapers Magazines

Queues Discussion Forums/Awareness

Campaigns

Touchpoints

Being Good is the UBER-COOL way to go Digging out a message and putting it on

the wall

BOM to TOM

Brand Insistence

Brand Associations

India Finds “BAPU” in Anna

Emotional and Elastic Connection to the Brand

Self-Concept threatening stimuli activates defense mechanisms

PR activities

Armor for Brand Anna

Fast as a weapon of protest Gandhi-giri Mass mobilizaton High-Value Team with Rock-

solid Ideas Apolitical Middle-class

Brand Anna Ammo

Leveraging Brand Anna

Creating and Sustaining Brand Awareness

ANNA- ISM

Anna as a Style ICON of the Hearts

An natural

Anna- Mirror

Anna- Soch

Anna Stickiness

Themes, Trade Dresses, Products, Acts, Projections, Promotions

Anna - Personified

Anna- Packaged

Anna- Projection

Anna Sangi

Anna - Relevance

Themes, Trade Dresses, Products, Acts, Projections, Promotions

Anna as a Style ICON of the Hearts

ANNA DNA

Anna - Packaged

Anna - Personified An - natural Anna - Mirror

Anna - Saangi Anna - Soch

Anna Projection

Anna Stickiness

BRAND ANNA GROWTH

RESONANCE

RELEVANCE

RESSMICITY

Reasons for fast track successNoble Simple Consistent MessageSocial Media NetworkingNeed of the Hour

BRANdNA