Summary of Chapters of Decoding Communication

Decoding Communication

The book 'Decoding Communication' is expected to be launched in the first/second week of July 2012 and will be available in all major online stores and book stores across India. 

DECODING COMMUNICATION 

(summary of chapters)

SECTION 1 - COMMUNICATION FUNDAMENTALS

Chapter 1

A Brief History of Communication

Basic communication has evolved to give humans the advantage of language. Did sophisticated communication develop by accident? Why are we able to communicate better than other species? What are the key principles that underlie modern communication?

Chapter 2

Life's Script: Trust

Trust is indispensable and is the basis of all our relationships. What makes trust so important? How does it develop? What are the characteristics of trust? Can all human behavior be explained on the basis of trust?

Chapter 3

Understanding Brands

Brands are living ideas. They grow by transmission, from one person's mind to the next. What makes brands so interwoven with everything else in life? What is the true nature of a brand? How can we create and recognize great brands?

SECTION 2 - MODELS IN COMMUNICATION

Chapter 4

Brand Appeal Model

All brands have in-built appeal, a magnetic force that attracts others. What is Brand Appeal made up of? Can brands enhance their attractive force? What role does communication play in appeal?

Chapter 5

Perception Model

Perception creates many truths in communication. How does our thinking influence the truth? What is the language of thought? Can we impact the force of influence?

Chapter 6

Propaganda Model

Propaganda has the power to sway audiences. Is it right or wrong? Why it is necessary to understand propaganda? What are the methods of propaganda and why are they so effective?

Chapter 7

Trust Model

Trust is the degree of believability of anything. What are the benefits of measuring Trust? What is the Trust Paradox? What are the ingredients of Trust? How can a brand acquire Trust?

SECTION 3 - FUTURE OF COMMUNICATION

Chapter 8

Increasing Business Predictability

Organizations exist only to communicate their vision. How does such an approach help build flexibility in business? How does it create Organizational Resilience? What is the Organizational Maturity Model?

Chapter 9

Liberating Organizations

Public Relations liberates organizations and helps them reach greatness. What role do Popularity and Reputation play in making a company great? What are the traits that good public relations programs display?

Chapter 10

Sustainable communication

We are perpetually surrounded by high decibels of brand communication. Does it really work? How can an organization communicate better? What is sustainable communication?

Chapter 11

Leadership Strategy

The most difficult task in the communication age is leadership. What are the pillars of leadership in this era? What rules must leaders follow in such times? What is the 4 Cs of Leadership Strategy?

Dr. Ajai Singh's (Master Leadership Coach) review for Decoding Communications

Dr. Ajai Singh, Leadership Coach

Dr. Ajai Singh is a Master Leadership Coach. He is currently the CEO of Organizational Transformation International and Principal Consultant and Coach at Shamrock Training Consultants. Earlier to this he was the Managing Director at Achieve Global, India and CEO, Modi Entertainment. 


Dr. Singh says about Decoding Communications: 

"For someone who has been actively coaching and involved in people development over the last decade I found Decoding Communications with comprehensive and practical insights for one and all. Every reader will benefit from what Chandramouli has written and be able to  apply it easily in business and personal life.

A must read and possess."

Rakesh Kaul's (Senior Advisor, Carlyle Group) review for Decoding Communications

Rakesh Kaul Senior Advisor to Carlyle's Consumer and Retail Group where he explores acquisition, management and disposition of investment opportunities within the consumer sector. He is the Chairman of Spherenomics, LLC, an Indo-US Marketing and Outsourcing Solutions provider for Consumer Branded companies.He serves on the Board of Directors for Oriental Trading Company and is also the Chairman of Valley Paints based in Bangalore, India. Rakesh has worked extensively in Japan, China, India, Canada and the US for 30 years.

Rakesh's praise for Decoding Communications:


" Decoding  Communications is a landmark book by Chandramouli, a leader in the field of business communications in India. It is seminal because the exponential growth of media in India has intensified the communication ocean that Indians now swim in, every waking moment of their lives. It is timely because it lays out a case statement for Trust and ethics within a profession that has been tarnished by the scourge of paid media. It is path-breaking because it presents the pioneering Brand Study and the underlying components thereof. It is sound because Chandramouli lays out in painstaking detail the complete theory and science of communications. This noble book is a must for every practitioner in the field of business communications."


About Carlyle Group


The Carlyle Group is a global alternative asset manager with approximately $147 billion in assets under management in 89 active funds and 52 fund of fund vehicles investing in Corporate Private Equity, Real Assets, Global Market Strategies and Fund of Funds Solutions as of December 31, 2011. Carlyle combines global vision with local insight, relying on a top-flight team of 600+ investment professionals operating out of 33 offices to uncover superior opportunities in Africa, Asia, Australia, Europe, Latin America, the Middle East and North America. (www.carlyle.com)