FCB Ulka's 'Ambi' launches new brand-building venture 'Brand-Building'

It is a model called the 'Brand-Building Pentagon' which will cater to brand definition, brand articulation, brand measurement, brand expansion and brand appraisal.

M G Parmeswaran, popularly known among his peers in the ad industry as 'Ambi', announced the launch of his brand advisory firm called 'Brand-Building' on Facebook on April 14, 2016. According to the company website www.brand-building.com, the site is 'a small window to the exciting world of brand-building in India' which will work on the following functions -- brand definition, brand articulation, brand measurement, brand expansion, and brand appraisal. These functions will be carried out under the Brand-Building Pentagon model as part of the range of services offered by the company.

The website also claims that it will serve as a coaching and mentoring platform on a whole range of branding subjects including brand strategy, marketing communications strategy, start-up advisory, brand management coaching, and preparation of brand plans.

Brand strategies such as planning market-mapping programmes, brand development, marketing planning, and marketing execution for the brand building community in India will be developed. Marketing communications strategy will deal with the development of the marketing communications programme, including strategies for integrated marketing communication, copy platform, media strategy, media investments, and monitoring progress.

Mentoring and coaching will help improve the marketing quotient of brand marketing teams. This will be done through a series of interventions including training programmes and monthly interactions. Marketing teams will also be guided on marketing plans and the implementation process where the Start-Up Advisory will help young start-ups identify the right business segment to tap into and follow through a monitoring system to evaluate the progress. The firm has also roped in some experts who will offer their inputs for projects on a need-to-use basis. The website also offers books, videos, and articles presented by Parmeswaran on brand building.

Prior to launching his own brand advisory outfit, Parmeswaran was associated with FCB Ulka Advertising in Mumbai as the agency's advisor. His term there ended last month.