What Emotion does your Brand Own?
Hospital Branding is all about tapping the right emotions. Religiate
Health
Branding is Religion Take the Top Religions of the world. They have their traditions. Colors. Symbols. Icons. Rites. Rituals. Often chiselled in stone. They are the ultimate in Belief. Branding means following the rules. Go by the Story. Propagate. It is a brilliantly emotional framework. We at Religiate create those amazing stories that companies will live by. Sacrifice. Hold on to those emotions. Religiate: create brands like Religion. Religiate (Pronounced as Reli-zhi-uht) is a French neologism which means the art of building trust by enhancing customer experiences.
Contents 03: Branding Scope Analysis 04: From here... 05: ..To Greater Brand Success TM 06: Creating a Robust BrandFund 07: Creating a Powerful story for Karauli Diagnostic Centre 08: Deploying the S-Map 10: Arresting Media Wastage 11: CRM and LMS to engage 12: Loyalty Programs to increase stickiness 13: Creating Avatars to leverage Pareto 14: Marketing in a Digital World 15: Enabling Sales to have an X-Ray Vision 16: Brand Buzz Process 18: Digital PR, Social Selling, 19: Stunning Design Engineering for Touchpoints 20: Stealth Marketing While competition snoozes 21: Virtual Call Centre, Chat, Brand Championships 22: Halo Branding to help the Entrepreneur shine 23: Enabling brand-ROI thru Topline Growth. 24: Our Service Package for you 26: Third Party Costs 27: We earn more when you grow more
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Branding to create leadership for your hospital. Do you want a Company that has launched more than 50 Hospitals, 10 Diagnostic Centres and understands Medical Communication? Where Medical writers can write ads, brochures, and campaigns. We have launched more than 20 brand new hospitals. A company that can think not only in English, Hindi, and Telugu but vernacular Indian Languages. We deliver end-to-end Cutting Edge Design Solutions. We can help connect you to journalists across India and deliver PR. In Hospital Signages, we can embed Videos. A company that has won the best digital marketing award - the top 50 in India. We can help you with technology for upselling and cross-selling to patients, increase pharmacy billing. Also, help you reach premium patients and medical tourism Our fee is a thin slice of the growth we help deliver.
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Shrinivas Ayyar Domain Knowledge Religiate Health: a Healthcare Branding & Funovation company. Founded by Shrinivas Ayyar - who has decades of experience in handling some of the finest healthcare and Hospital Brands including
BGS Global, Bangalore,
Dr. C,
Rainbow Hospitals,
Ramayya Pramila,
Apollo Cradle
Axon Pain Centre,
Virinchi Hospitals
Pace Hospitals,
Wockhardt
CDR Hospitals
Global Health City Chennai,
Supraja Hospitals
Germanten Hospitals
Olive Hospitals,
Insight Diagnostics
Dr. Babar's,
Krsna Diagnostics
Times Hospital,
Quest Diagnostics
Ozone Hospitals,
Raddquest Teleradiology
Vijaya Diagnostics,
Sunshine Hospitals,
MedSkills,
Care Hospitals Outpatient,
Neelima Hospitals
Sandhya Eye Hospitals
Medplus
Mahatma Gandhi Cancer Hospital
Global Pharmacy
Kamineni Hospitals,
Apollo Diagnostics
Sri Sri Holistic Hospitals,
American Oncology Institute,
Apollo Clinics,
Ampath,
Apollo Day Care,
Citizens Hospitals,
Wockhardt,
Brainstorm Medical School
Sagar Hospitals, Bangalore,
Supraja Hospitals,
Umrao Hospitals, Mumbai,
Ramesh Hospitals,
HCG Ahmedabad,
Sai Sudha Hospitals,
Lokamanya Hospitals, Pune,
Healthy Heart Foundation,
Healix Hospital,
Healthy Heart Foods....
Oasis Fertility Centre,
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Among The Top 50 Digital Marketing Professionals in India Award Shrinivas Ayyar, Director, Religiate won the Best Digital Marketing Professional Award from CMO Council & World Brand Congress in the 2nd edition of “50 BEST DIGITAL MARKETING PROFESSIONALS, 2013” at the 3rd “Mobile & Digital Marketing Summit 2013” held at Taj Lands’ End, Mumbai on 22nd October 2013. The theme of the Summit was “Mobile & Digital Marketing: To the Future & Beyond”. The honour was presented by Donovan Neale-May, Executive Director, CMO Council and Dr. Graeme Salter, School of Computing, Engineering and Mathematics, University of Western Sydney. The “50 Best Digital Marketing Professional” is intensely researched. It is the iconic job of the research cell to produce a shortlist of Individuals who have demonstrated outstanding achievement in the conception, creation and execution of digital initiatives. The criteria adopted for the honour is: “Industry Digital & Social Media leaders, mentors and master collaborators whose work has earned them exceptional repute, and whose contributions, ingenuity and commitment pushed digital marketing to new levels of excellence through their outstanding achievements”. Our teams have won a whole set of creative excellence awards including: Gold & Silver for Ad Films, Gold & Silver Awards for Radio Jingles, Gold for Retail Kiosk, Gold for CSR Initiatives, Gold for Newsletter Design, Gold & Silver for Packaging Design & Annual Reports, Gold for Direct Mail, Gold for Outdoor campaigns.
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Advantage India
Strong Demand Healthcare market in India is expected to reach US$ 372 billion by 2022, driven by rising incomes, greater health awareness, lifestyle diseases and increasing access to insurance.
Policy Support
Attractive Opportunities
The world’s largest government funded healthcare scheme, Ayushman Bharat was launched on September 23, 2018.
The hospital industry in India is expected to grow CAGR of 16-17 per cent to reach Rs. 8.6 trillion (US$ 132.84 billion) by FY22 from Rs. 4 trillion (US$ 61.79 billion) in FY17.
Rising Manpower The number of doctors* increased to 841,104 in 2017 from 827,006 in 2010.
Note: * - number of doctors possessing recognised medical qualifications (Under I.M.C. Act) registered with state medical councils/medical council of India.
Medical Tourism - a huge potential Very few countries allow professional marketers to get involved in consulting and helping them build a brand, the way it should be done. As a result, marketing efforts are often amateurish at best. No one wants to seek treatment from an amateurish doctor or hospital, so marketing efforts and materials need to be highly professional.
The most crucial and effective marketing tool for those who want to survive in the competitive medical tourism market, then, is to build a "country" brand first, "destination" brand next, followed by "doctor" and "hospital" brands.
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What Emotion does your Brand Own? Year after year, the most shared ads have rich emotional content. Facts tell, but stories sell The most important aspect of a brand is to construct a brand story and then convert into episodic reinforcements. We use the Emocircle to decode the critical emotion a brand ought to own.
Successful brands throb with pulsating emotion. They leverage the core feelings that help people evolve and prosper. Every successful brand has, deep within its DNA a primal emotional source code of human behavior. The Brand Strategy enables us to tap on the very code and amplify it thru compelling brand stories. Religiate helps in the creation of brands using psychology, research and domain expertise to mobilize that vital force that ignite buying behavior
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Desire
Seek
Harmony
Feel Safe
Control
Connect
Imagine
Grow
Game-On
Defy
Metamorph
Care
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The Future of work is here. Collaborative networks to deliver synergy. Graphics Designer Slovakia Virtual Assistant Philippines
Finance Gurgaon Illustrator Madrid, Spain
Video Editor Chennai
x Virtual Office Cubicles x One Tap Video Conferencing x Project Management Software x Real-Time Screen sharing x State of the Art CRM x Virtual Meeting Rooms x No Commute: Happier Workforce x Collaborative Searchable Notes x Files on the cloud x Marketing Automation x Investment of Lakhs on fully-wired suite of
Digital campaign Team Mumbai
30 Softwares seamlessly integrated. So do you want a team member to work from your city? Your office. No problem.
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Social Manager Dhaka
Content Editor Punjab Paris
Space Branding Expert Hyderabad
Brand Consultants Delhi, Hyderabad
Art Director Serbia
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HOW DID
we create a sensory branding for a leading children's hospital?
we succeed in the E-Commerce of a Diagnostic Centre by telling a critical brand story? Mobile Apps and Space branding tell the story of correcting a cell. we communicate the concept of Telemedicine by taking a leaf out of Ramayana we launch a new hospital in a land of corporate hospitals using the power of media domination we tell the Tech story for a diagnostics centre in the Northern hinterlands using the power of Augmented Reality we create an Organic community thru the power of unadvertise? we help a leading cancer hospital from the US create an Indian emotional story? we redesign the story of a Diagnostics PPP chain tell the story of goodness.
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TM
S-MAP Scientific Road-map for helping clients access success!
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Religiate is an interactive branding company with a linear, success-driven branding process called S-MAP.TM
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BrandMap :
BrandDNA :
BrandCreateTM:
Brands today need to be distinctive. To enable that, we cohesively fuse core business strategy with a distinct, organic brand strategy. We decipher the competition's Achilles heel points, amplify our key strengths and decode our core brand promise. We create a cohesive business plan and a brand manual that acts as a compass guiding important brand decisions. We define core KPIs and set timelines and resources to achieve it.
We help organizations create a pro-digital ecosystem built on the core values that resonate effectively with the tribes of consumers. Through a series of internal audits, we raise the service levels in sych with the brand essence. We conduct brand training programs and create process manuals for customer facing teams to walk the talk.
We collaborate with some of the finest minds in design, creativity and innovation to translate brand strategy and essence into cutting edge creatives including brand identity design, spatial branding, offline creative and digital assets, packaging, marketing collateral, advertising & UX design. We reinforce and amplify the assets thru BrandPublishTM.
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BrandBuzz :
BrandConnect :
BrandTrackTM:
We define brand KPIs and fortify the owned and earned media thru well synchronized brand publishing efforts. We deploy nurtured email lists, connect social graphs, social media marketing, PR 2.0, experiential marketing, webinars, digital marketing and rich media to enrich our clients' digital and social ecosystem.
We enable you with an X-Ray vision. We deliver highly efficient ad to sales ratios by integrating data and brand communication with our highly intuitive LMS platform. We weld this data with sales CRM systems to create a seamless integration. We help foster collaborative joint promotions and shared databases to optimize efficiencies. We have a scientific media planning and brand activation suite to help stretch the budgets the farthest and deliver success.
Our Qualitative and Quantitative Tests, Online Metrics, WOM scores, Communication Testing, Brand Scorecard and a slew of brand metrics ensure scientific and measured growth.
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01 Ecoscape: Our competitive landscape audit deciphers where should the brand be focused at. And decodes consumer clusters, hangouts and behavioral cues.
02 I-Evalu8:
R-TrackingTM
We audit internal digital assets, customer touchpoints and create a digital readiness route-map
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CP-audit & D-DNA: We decode Customer Personas, Segments and their purchase funnels. We also conduct customer-centric internal training and experience-building programs.
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DAM & BrandPublish : We reinforce Owned and Earned Media by harvesting internal and external knowledge and content repositories and create relevant Digital Assets.
G-EngineeringTM
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DCP & LMS Integration: We have an excellent Digital Communications Planning division and Lead Management Software Integration.
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G-Engineering: We deploy digital tactics: SEO, SMM, Display, Video and Mobile Advertising to enable achieving KPIs. Our nurture programs increase yields.
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R-Tracking: We use a series of metrics and analytics to track, course-correct and deliver success.
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We help clients’ Market in a Digital World TM thru BrandBuzz At Religiate, Digital is at the core of our thinking process. Thus, we enable brands to achieve success thru effectively engaging the growing tribe of highly mobile netizens. We help build digital brands by dedicating focused resources that enable create lasting impact thru consistent and ideal digital brand behaviors. We act as strategic partners to our clients and enable them to harvest data and distill insights to build innovation.
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CP-audit & D-DNA
Our 3600 digital branding process ensures seamless brand experience. We go beyond to deliver long lasting distinctive brand advantage.
DCP & LMS TM Integration TM TM DAM DAM&&Brand BrandPublish Publishing
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The ammunition to implement the Brand Strategy effectively. Brand IdeAh!entity:
Physician Engagement Initiatives & Branded Event Properties
Is your Brand Identity a secret code that spurs internal action that translates into cohesive customer experience? Is it a a beacon of guiding light that propels positive energy?
The primary customers for any hospital. Think beyond mere monetary motivations.
Spatial Branding
Corporate Film
A 25 point program that goes beyond wayfarers to use hospital as media - to cross promote, educate and amplify core brand personality.
A Hospital Corporate Film has different perspectives that need presentations. Religiate Health has a conceptual films Team.
Web Videos and Testimonials
Designer Uniforms
for dynamic content distribution enables that the content is consumed by specific clusters that are in the decision making stage of the funnel.
Is the core brand tonality reflected in the uniforms? Does it speak the Brand Language?
Collaterals & Mini Campaigns
Hospital Sales & Corporate Relationships Kit
Hospitals need a number of mini campaigns? Is the communication calendar robust? Does the stationery, carry bags have the essential brand character?
Has a series of smart animatics presentations aimed at different target groups. Also a CME Kit, well designed LBLs. And sales orientation programs with a tracked study.
Visual Bank If it is not proprietary, it is not a brand. Today's communication need strong visual nails to hammer the brand message.
Smart Digital Marketing enabled Responsive Website
Digital PR
It is the fulcrum of all digital activities. We design, develop content and build the back-end engine ideal for digital marketing with the right squeeze pages. A marriage of design, content and functionality. Also branded apps to optimize mobile marketing.
The first step in creating a brand is strategic PR and effective implementation beyond obvious geographies.
Halo Branding The brand stars. Do we know them? Would they amplify the corporate communications without spending a fortune?
Newsletters, Intelligent logic based Emailers
Brand Championships
Keep the nurture quotient high and help build and sustain ownable communities.
Are the Brand values well percolated internally. Is there a tracked brand based learning systems focused on fun based learning. Are the teams using the brand glue to culturally bond seamlessly?
Scientific Media Planning based on our insights and research combined with strategic digital planning & buying.
Audible Branding
Launch Communication
We live in a mobile world. Are ring tones, caller tunes and music on hold branded? Is it being used as media?
Plan, Design and per media vehicle Implementation and Tracking
Media Planning & Buying
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brand
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Medical Tourism
How to slash media budgets and yet drive growth?
The Premium patients from all over India first and then the world. Are we gearing right from the word go?
One-on-One Branding Healthcare communications need to speak to individuals and clusters and not at Demographics & Psychographics
Brand Publishing If the Hospital is media, isn't it time we had our own publishing machinery?
Tracked P-EX Mapping Are we geared to achieve high Word-of Mouth scores or do we need to go to the Drawing Board again. If we are boring, we need to spend crores,
Community Outreach UNadvertizing
Not those same old programs done to death? Are we combining social listening and creating an outreach calendar?
Unless you are looking at brand awareness as a sole objective, mass media is already in the ICU.
P3: Promotions Partnering Program
Touchpoint Analytics
P3: Why spend media CURRENCY without earning it in the first place. Collaborative Media Partnerships.
Is every customer touch-point branded. Do we have a skills based TNA based on Touchpoint analytics?
Ad2Sales Monitoring
Inbound Marketing
How much do hospitals need to spend on brand awareness and walk the tightrope by closely monitoring Ad to Sales ratios.
So we know why hospitals are so different from virtually every product category!. Nurtured inbound is the only answer.
Performance Based MediaFund
Funovations A hernia hospital filled up its beds by spending Rs. 10/- per patient. Low cost fun based innovations are the new Aha!
Religiate Health will work with offline and online media companies to create partly pay for performance modes to bring in Brand building based MediaFund so that it does not tax hospitals and creates a win: win
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By creating Buyer-Avatars, we help clients leverage the Pareto Factor. Most businesses understand that 20% of their customers are the most profitable. Sometimes these deliver as high a returns as 80%. The bad news is that these are often hidden in reams of data and there is no clear customer journey pathway that gets defined. To leverage on these focused customers we create Buyer-Avatars to construct the entire buyer journey as a seamless experience across multiple touchpoints. Our BrandMapTM Process helps identify these profitable customers thus ensuring higher engagement rates. The result: better ROI for Karauli Diagnostic Centre.
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Religiate Advant:edge
Halo Branding
Video & Photography suite
Every brand needs a face. Someone at the top: the CEO, the MD are
70% of internet traffic in the world is video. This will transform to more than 85% in the years to come. Youngsters consume more video than text. The reason is simple: Mobile devices lend themselves to video viewing better. Religiate has a dedicated video and film suite to deliver excellent video content and podcasts. Shot in HD formats, with excellent audible branding. We also deliver conceptual photography to create brand visual nails that can be hammered effectively on the perception landscape to deliver the desired imagery.
business magnets as they spread the culture and the philosophy of the brand. Halo Branding focuses on reinforcing the brand image thru Authorship, PR 2.0, rich social connectivity, participating in Thought Leadership sessions, attending conclaves and thru brand publishing.
Digital Media Planning and Buying
One-on-One BrandingTM:
There are a billion websites out there. Where can you target your customers? Which strategy will open up the Pandora's Box of business opportunities? What are my target audiences doing online and how engaged are they?
Today, it is imperative that you craft your communication to individuals, deliver them information at the right time and engage with them. This was unthinkable a few years back. One-on-One BrandingTM is Extreme Personalization at its best. Our One-on-One BrandingTM module delivers great spend optimization and superior ROI by creating metrics dashboards.
What was the true value of my digital advertising campaign – did it reach my intended audience in a brand safe environment, did it improve brand awareness, and did it drive intended behaviour? How can I make the best media buy at the best rate possible. Religiate has a strong media planning and buying team that have worked on the entire Procter & Gamble portfolio for Digital marketing initiatives. Handled Digital Branding of Amex, Diageo, British Airways, IBM, Qualcomm, Economist, Sony, LG, Canon, Whirlpool, GE, SBI Cards, Monster India, GE Money, and Discovery Channel.
Customers give us a world of cues: their online behavior, their social graphs, their quest for brand information, their offline footprints, their search patterns, the media they consume, the engagement they seek, the user-reviews they consume and the tribes they belong to. One-on-One BrandingTM is an intelligent mash-up of relevant data in a dashboard helping create meaningful engagement.
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We enable clients’ sales team with the X-Ray Vision. 70% of purchase decisions are made today, even before business prospects get "ïn-touch" with your brand. We call these, the "invisible leads." Organizations that score here are the winners. Leads do not move linear - from cold to warm to hot anymore. They zig-zag. They suddenly become hot and then turn warm or cold. You need a Digital Thermometer to measure their heat point consistently and accordingly alter the engagement modes. What Karauli Diagnostic Centre Team Sales needs is X-Ray Vision that will help them spot prospects that helps you spot prospects early in the purchase funnel, profile them progressively, use the digital thermometer to gauge their "buy moment" and engage with them. We enable them to engage with each prospect thru the revolutionary One-on-One Branding.
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Brand Strategy and the S-Map process – An intrinsic component in the GoToMarket Strategy too
We have a 25-pronged S-Map process that encompasses the following creating a compelling brand success framework
1. Creating / Amplifying a Brand Story & Episodic Brand Story Presentation 2. Patient segmentation 3. Pareto Focus 4. Critical TAM Sizing 5. Patient Profiling 6. Patient Avatar Mapping 7. Medical and Surgical Intervention Mapping 8. Value Proposition Mapping 9. Brand Values Mapping 10. Brand Championship Route Map 11. Competitive Mapping 12. Key Decision-Making Unit Process 13. Mapping the Digital Radar
Scientific Work Flow Process
14. BrandBuzz - Digital Strategy 15. Halo Branding - Focused Patient Magnets 16. Pricing framework 17. Mapping the LTV of the Acquired Customers 18.Mapping the Marcom Budgets 19.Sales & Marketing Alignment 20. Patient Nurture Mapping for Elective Intervention. 21. Calculating the Key Metrics coca and cola. 22. Testing Key Assumptions 23. Space Branding Mapping
Total Transparency. Zero hidden charges. Religiate Health combines strategy with cutting edge designing and hand holding in implementation. As a branding company, we work differently. Our work is totally transparent with zero hidden charges.
Collaborative Hollywood Model Our model is the collaborative Hollywood model wherein We leverage, brief, supervise and monitor best-of-breed resources / execution agencies for implementation of various brand initiatives. Thus we become the one-stop point of contact for the total branding initiative.
24. Business Collateral Mapping 25. Critical Design Imagineering
Hospital Branding & Marketing Strategy Deployment*
All Third Party Fees mentioned in Page No: 14 are
1. Brand Identity – standardization and Brand Manual
indicative and will be finalized as soon as we zero onto the final package of service deliverables.
2. Business Stationery Design (Up to 4 Nos) 3. Patient Facing Stationery Design (Upto 12 Nos) 4. Boilerplate Design 5. Uniform Design (Upto 4 categories)
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Web & Digital Strategy*
Hospital Launch Package
1. Basic Website (Design only of roughly 40-75 frames)
1. Hospital Corporate Brochure*
2. Visual Bank (Upto 25 Nos – Storyboarding)
2. Visual Stock Pics (Upto 25 Nos)*
3. Web Content (12 -15 Pages)
3. B2B ald LBL Brochures (Upto 4 Nos)*
4. Social Media Strategy
4. Hoardings (3 Masters)*
5. Social Media Channel Design
5. Newspaper Ads (3 Masters)*
6. Mobile Marketing
6. Radio FM Advertising (3 Scripts)*
7. VR and Augmentation Strategy
7. Mega CME Design (1 No)* 8. Audible Branding* 9. Corporate Film ( Script & Concept)*
GotoMarket Strategy*
10. TVC (Script & Concept)* 11. YouTube Films (Testimonials script) (upto 3 Nos)* 12. Emailer Design
· Marketing Activity Calendar
13. Launch Digital Marketing creatives 3 campaigns up to 10 adaptations each*
· PR Calendar · Media Strategy
14. 3 landing page design*
· Media Planning
15. Audible Brand Design*
· Digital Advertising Strategy · Integrated Marketing Automation Tool Finalization
Investment: See Covering Letter
Investment: See Covering Letter
Period: 2 -4 months
Period: 2 months
*Involves Third Party teams whose cost will be borne by you directly at actuals. Please see Page No xxxx for the full list
Space Branding Design only* 7 Large, 15 Medium, 5 Small and 5 wayfarer templates 1. Conceptual Plan 2. Colour Coding
We can also work with you as a brand governance expert where we can drive the entire brand governance process as an independent consultant wherein, we can bring in multiple teams internally to deliver branding magic.
3. Building Wrap 4. Opening Shortly Teaser 5. Floor Graphics 6. Wayfarers Design 7. Wayfarers Prototyping 8. Stairway Design 9. Totems/Kiosks / Directory Signages 10. Elevator Branding 11. Large Cross Branding 12. Corporate Messaging 13. External Signage Design 14. Neighbourhood Signage 15. Direction Boards
Investment: See Covering Letter, Period: 2 months Taxes extra @ 12.36% Service Tax No: AAGCR8531GSD001 PAN Card No: AAGCR8531G Cheque to be prepared in the name of "Religiate Interactive Brand Consulting Pvt Ltd”
RTGS/ NEFT Details: Beneficiary Name: Beneficiary Account No: Beneficiary Address: Beneficiary Bank Name: Branch: IFSC CODE:
Religiate Interactive Brand Consulting Pvt. Ltd. 914020012025907 #744, South Wing, 7th Floor, Krishe Saphphire, Hitec City Main Road Madhapur, Hyderabad - 500081. Axis Bank Ltd Gachibowli UTIB0000733
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