Mehul Ashar

- It is important to understand that the Blue Ocean MUST have a scope of aligning your offerings - Be ready to make changes in offerings and the way they are offered. It can be a case of "Old wine in new bottle." - Understand that you need to create VALUE INNOVATION so there are entry barriers. Else the Blue Ocean turns into a red ocean quickly. -

- Identify your target audience by creating the persona/s so you get a better idea whom your brand will speak to - Identify the influencers to target, for eg. Travel companies may target kids and women as they influence selection of vacation spots. - Be clear on your objectives for them - Craft your communication according to the target segments - decide on the language and message keeping your objective in mind - Identify the platforms where you can reach out to your target audience

1. Identify a partner brand which has complementing or similar values. This builds synergy in the cobranding message 2. The brand communication should be targeted to achieve the objective. Both brands' stories should aim to do the same. 3. Capitalize on each other's strengths - Adapting to platforms where the brands are more visible helps amplify visibility for both. 4. Measure the results - measurement of impact on brand saliency strengthens the confidence in the partnership and helps understand what made it strong or otherwise. 5. Accept and learn from the results and derive ways to partner in future if that can be beneficial to both brands. Always think WIN-WIN!

Understand the pain points and build your offering around it. Create value for the buyer. The price comes later. Build credibility with case studies, client testimonials. Have a consultative approach to selling.

- Deploy omni channel and multilingual SEO. - Make use of AI tools sensibly. They are enablers and not silver bullets. - Be agile and adapt the latest best practices to stay ahead - Keep track of your SEO periodically to ensure glitches if any are resolved

Be consistent in dealing with media. Build professional relations with them by having consistency in communicating about your brand through periodic interactions. This helps in the long run as they know your story is credible since they have been hearing from you along the way as you build your brand. PR is a long term activity. Consistent media relations helps you build your reputation which can help you in manage PR in times of crisis.