BRANDING & POSITIONING:BOLLYWOOD DREAMS ENTERTAINMENTBollywood Dreams/Prashant/Jai Ho Dance Party - Brand Strategy(Bollywood Dreams Entertainment LLC, Portland, Oregon, USA) Following an expedited but productive consultative process - involving workshops and interviews - the extraction and formulation of a brand strategy for client Prashant Kakad and his BDE production house team. All in the context of rapid growth and expansion of their regular dance parties, services and event options within Portland and Seattle, and elsewhere along the US West Coast. The strategy document clarifies the brand personality, values, benefits and core strengths, along with all key components to its brand promise - including positioning statements. The benefits of the strategic tools created, including the companion visual and verbal identity guidelines, were immediately used to prepare a substantial project brief for the total upgrading of the Bollywood Dreams/Prashant website. Also to help refine and more tightly focus BDE’s ongoing photographic, video, social media and wider copywriting activities.KEY CHALLENGE:Strategic clarification of the brand and product sub-brand marketing relationships, including their individual requirements and the relative significance of each to the other. The distinctive brand entities were found to be Bollywood Dreams Entertainment as the umbrella production house brand, Prashant as the charismatic, unifying and iconic personality-based brand and Jai Ho! Dance Party as the leading and best known, specific product brand and exuberant manifestation of the brand essence.
“The TDS team captured the absolute essence of who we are in our new branding ... including our fundamental values and strengths. The strategy now guides all our marketing efforts ... and unsolicited comments online consistently show that our customers strongly identify with the celebratory nature of what we stand for. This positive response is also very evident in the rapid growth BDE’s various events continue to experience.”- Prashant Kakad, BDE President