Content Overview

Section 1:   Leveraging the Flat World

01. Think Flat, Live Frugal
02. The Frugal Marketer’s Guide to the Flat World Ecosystem

Section 2:   Defining Brand Identity

03. Quest for a Unique Identity
04. Core versus Surround Brand Attributes

Section 3:   The Practitioner’s Playbook: Frugal Ways to                       Build Upstart Brands

05. How to Build an Upstart Brand
06. Brand Lever 1:Executive Branding
07. Brand Lever 2:Price
08. Brand Lever 3:Country of Origin
09. Brand Lever 4:Sustainability
10. Brand Channel 1:Thought Leadership
11. Brand Channel 2:Media Relations
12. Brand Channel 3:Awards Marketing
13. Brand Channel 4:Online Presence
14. Amplifying the Conversations
15. Globalizing the Marketing Department
16. Summary-Success Strategies for Frugal Marketers

Interviews & Caselets

• Interview with Anupam Mittal, Founder, Shaadi.com
• Interview with Shelly Lazarus, Chairman, Ogilvy & Mather Advertising
• Interview with Nandan Nilekani, co-founder, Infosys Technologies
• Interview with Dr Vijay Mallya, Chairman & CEO, UB Group
• Caselet of Hyundai, in conversation with Vinod Harith, former Corporate Communications Manager
• Caselet of Total Environment Building Systems

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