We build brands that are A.C.Es - Authentic. Curious. Empathetic. Authentic communications build influence. Influence builds trust. Trust builds loyalty and deep relationships.
Brands that endure are not just authentic, but also constantly curious and empathetic of their context and users. A.C.E Brand Strategist is your partner in shaping brand strategy to deliver measurable marketing campaigns as appropriate to desired business impact - digital or offline, organic or paid. Measure campaign impact through success in sales growth, improved profits, attracting investors or talent.
We function as an entire marketing department - FLEXI-resourced. Or support in-house marketing teams in delivering on business goals with modular FLEXI-budgets. Define or refine brand strategy, drive influencer or content marketing, train in-house resources in personal branding or sales.
A.C.E partners to build, grow and transform your brand.
Your fast growing business now needs a CMO (Chief Marketing Officer) but can't yet accommodate a senior headcount?
Retain A.C.E consultants with over two decades of business and brand building experience to frame business impactful strategies, oversee campaign execution, as well as hire, appoint and train in-house or external resources.
You now need to create your brand strategy, brand story and brand narratives? You need an executable, measurable brand communications, and marketing plan to launch, leapfrog or transform your brand?
Engage with A.C.E on short term , specific goal based projects. Your marketing positioning and brand story can be ready in as little as 4 weeks.
Your leadership team has to deliver the brand story over social media, at events or at media interviews more effectively? Your marketing or sales teams need skills to drive preference with inflluencers, advocates, channels or customers?
Speak to A.C.E for customized, highly interactive training workshops based on team audits that define exact training goals.
Build a trusted and deepen engagement
Build brand dialogue with impactful text, visual, audio and video content
Build brand advocacy and enduring relationships
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Exclusive Interview with Holmes Report
22 APRIL 2016, MUMBAI — Madhuri Sen has departed her position as WE Communications India MD to launch a brand strategy consultancy.
Sen departs WE almost six years after she helped found the agency's Indian presence. Sen's new consultancy — A.C.E Brand Strategist — intends to focus on building "enduring and purposeful brands" she said.
Prior to joining WE in 2010, Sen spent more than a decade at Text 100.
Excerpts from interview by Cision
In the hyper-connected world, the lack of alignment of purpose to the end experience can threaten the very survival of a brand.
The potential "price" to be paid for a brand lacking authenticity and social relevance is a direct one that today potentially threatens the bottom line.
In the chase for exponential and constant growth, brands often get out of alignment in how they “speak” and “act,” from what the original purpose may have been. This has a direct impact on its resonance with those for whom they were originally designed to exist – customers, teams and society at large, rather than just being a self serving machine with no visible purpose!
Writing on the wall: If you are greedy, BE good!
Not just building trust, but being actually trustworthy and keeping the trust placed in the brand authentically gains priority in how a brand engages, behaves and expresses itself.
Today most brands have the right insights – that they need to build a) trust with those they have greatest relevance to, b) authenticity of purpose, c) social relevance to build more endurance and not be threatened by the next disruption or innovation.
However, many of them are still searching for the right manner in which to act on those insights! In the cognitive model, it is well known that the individual brain cannot think, listen, speak and act at the same time. So it is with the “collective consciousness” of the organization that the brand represents – in fact even more so than it would be with individuals.
The new mantra is do more, say less. In the age of "cacophonous selling", the audience now want to be heard more than hear. They want to be trusted before they trust. They want to experience the brand not just by authentic expression, but also visible action!
Digital makes us more hyper-connected, making building trust more important than ever. Listening is the new speaking!
In terms of what you say, increasingly “less is more.” You don’t need to say a lot or very loudly to make an impact. Your dialogue needs to be more meaningful, relevant and engaging, for it to be recalled or repeated (preferably both). The need of the hour is to have two- way conversations, not one-way campaigns.
Expert column by Madhuri Sen published in Gulf News
The success of just a few of the multitude of ventures that start-up starry eyed, depends on multiple factors. Start-ups by nature are more often than not built around disruptive innovations that solve problems. The start-up opportunity lies in doing what not many realise is worth doing or are incapable of it. But in that opportunity also lies the latent threat that challenges a disruptive start-up’s ability to succeed in terms of longevity, profitability, growth and true economic impact. The threat is that of being able to lead the audience to adopting the solution proposed. That calls for defining not just the solution but also the problem that’s often invisible till someone shines a light on it.
Complex positioning or solution statements rarely serve the purpose. While a scatter gun approach may be good for initial brand awareness building in an established industry category. New category building requires more rigour in “knife sharpening” to define audiences, positioning and benefit statements. Without this even a great idea that solves a relevant problem, may sink without a plop!
As early in the game that a new entrepreneur can ask themselves these questions, the better their chances: a) which are the top three to five audiences or “community” profiles whose problem I am solving?, b) how would I define their specific problem?, c) how will I articulate the solution simply?, d) how can I make this known to them as early in the journey as possible to make them participant in the solution?
Entrepreneurs can often get so caught up in the brilliance of their own ideas that the strategically critical task of getting it across to consumers is left to the very end. Getting investors excited is certainly a good measure of the business worthiness of the idea. But its true measure of success is growth, profitability and ability to sustain in the long term like any other good ole’ business!
Madhuri Sen, chief strategist at A.C.E Brand Strategist, is a marketing, brand and communications industry veteran with over two decades of experience shaping brands.
"Business has only two functions – marketing and innovation."
- Milan Kundera.
If innovation is Brahma, the creator, designer - marketing is Vishnu, the preserver. Shiva, the destroyer and rejuvenator can only be the markets the business serves. Every other business function is a cost centre that support these.
Brands may not always be of businesses. They may also be personal or of groups. These articles try to make sense of brand building in today's world in which attention span lasts a blink.