Need to BRAND..Why?

Well, Branding and Advertising have become key focus area for organizations. A lot of it depends on the target market, budget, and the influence it can create on the minds of the customer. Today, we will discuss what are on the biggies minds when they advertise for branding their brand. IBM, one of the most sought after organizations comes with innovative ads, which require a lot of thought process to understand the message IBM wants to convey to its customers. According to IBM, The key to differentiation is innovation. Not the innovation that sparks new inventions per se, but innovation that reinvents how businesses do business at every level of the enterprise. No one does innovation better than IBM. The ads are very much thought provoking. It can be a water cooler in the middle of the desert serves as a metaphor for a meeting place where your organization's best minds can come together to create innovative new ideas. And, Accenture, one of the best Consulting firms believes in high performance and when we think of high performance, Accenture thinks of Tiger Woods who serves as a metaphor for their commitment to helping companies become high-performance businesses. Their advertising theme united their ethos and position: "Go on. Be a Tiger." Similarly, in HSBC commercials, a ring can signify a marriage or a group composed of people from different ethnic backgrounds. The important thing to notice is the sustainability in the market and the continuity to remain the market leader through continuous positive re-enforcement about the brand.

Better STRATEGY through ORGANIZATIONAL DESIGN

Executives have a golden opportunity to orient strategy around organizational design and thus to make companies thrive no matter how market and competitive conditions change.Organizational-design work is hard and time consuming, but its payback—in profits, costs, and risks—surpasses that of investments in product design and other traditional strategic initiatives.Building strategy around organizational design represents an evolution away from the organizational structures of the 20th-century industrial age, when capital was the scarce resource and vertical, hierarchical structures were the key to efficient performance.The key ingredients of progressive corporate strategy in the 21st century are “one-company” governance structures, knowledge and talent markets, and organizational designs intended to maximize collaboration among the talented workers who create today’s wealth.

http://www.mckinseyquarterly.com/article_abstract_visitor.aspx?ar=1991&l2=18&l3=30&srid=17&gp=0

Courtesy: McKinsey

REQUIREMENTS Specifications

Requirements Specification is a description of what you want the system to do. This document may also be called a Business Needs Specification. The Requirements Specification should generally not be written in computer terms or contain assumptions about how the system should be written (unless these are part of the requirements). Requirements Specification should cover topics like:

1.Introduction: Your introduction, location, your market and target customers, contact details and the service your offer.
2.System Overview: Potential users of the system, number of users, kind of users according to their work, the problems they face, hardware and environmental constraints etc. This also includes the deliverables, business rules that needs to be included in the system, back up for the system, security needed for the system, technical support required.
3.Functional Requirement: This includes your requirements, importance of the requirements, design or implementation issues.
4.Data to be held: The kind of data that the system should held
5.Operational Scenario: The kind of scenarios that an user might face while using the system.
6.Budget and Schedule: Timescale required, management constraints, critical deadlines and the budget.
7.Appendices and Contact Number: Any acronyms or abbreviations.