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Archive for the ‘Branding’ Category

Job hunting can be very tiresome, sucky and all those adjectives which convey quite the negative sense of zero involvement in doing something. Just because of the great powers of the internet overlord, I just realized we can do the same using none other than Time Magazine. Oh well !!

Peter Norvig (Research Director @ Google) has this on his bio / self introduction page (Scroll down to the last section on his webpage).

 

From Time Magazine

Achiever of the year - You

 

File it under other achievements / information and it will quietly act as an inflexion point on the resume. In addition to the great keyword combination – “Person” “of the” “Year”.

Nay sayers might say that only Peter Norvig can get away with this, but yeah also the other 6 Billion homo sapiens as well.

In two words –

Ingenious and crazy style brilliance

-egghead

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Boiling Frog theory states that:

If a frog is placed in boiling water, it will jump out, but if it is placed in cold water that is slowly heated, it will never jump out. Thus, a frog can be boiled alive if water is heated slowly.

It is a speculation that social media will gradually replace traditional media. Yet lot of brands are not using social media.

Are they not noticing the trend? My interpretation using the boiling frog theory, is that brands which shy away from social media, would be burnt alive as the entire marketplace and trends are changing slowly.

mOrON.

The market has always been flooded with ads showing the competitor product in bad light when compared to the company’s products. Mostly, this has been displayed in the form of similar coloured product packages or name initials shown in the ad against which the advertising company shows its superiority (functional or emotional). While the viewers could identify, the competitors could never win the legal battle.

But that wasn’t enough. The latest Horlicks – Complan tussle sees both products compared in the Horlicks ad. Well, Complan decided to come up with an ad claiming that Complan consumers grew taller at a rate twice than the growth of the non consumers.

Horlicks has now arrived with an ad which entails a discussion between two kids and their mothers. Both the products are compared based on the nutrients, the claims and finally the price. The “Taller Stronger Sharper” campaign of Horlicks is used to counter the claims of Complan ( and pretty convincingly if you’d ask me!). The ad communicates the price advantage of the product and the functional benifits. Overall, it shows the supremacy of the brand over the competitors.

http://in.youtube.com/watch?v=LcbLBJSTtQg

Two pointers out here..

1. Such ads can only be allowed if the claims are clinically substantiated. For example, the Horlicks claim of “Taller Sharper Stronger” is a clinically proven claim. So its an example of how research helps in branding.

2. Such ads are justifiable when there are two major players in the market. In this case, Bournvita is a competition which has not been targetted directly. Is that a great idea?

– Nemo

The key to success for any brand in the digital environment is to adhere to the four factors responsible for the success of the digital-bred brands:

  1. A brand must represent and demonstrate comprehensiveness in whatever market it’s in.
  2. It has to make some aspect of life easier or more convenient for consumers.
  3. The brand experience has to be fun, engaging, and worth sharing.
  4. And, in an age when all is visible, earning the trust of consumers is of the essence.

BTW do remember: Bringing your brand online isn’t just about building websites!

m0r0N.

bharti_logo

Bharti Enterprises (parent company of Airtel) unveiled its new identity on November 4. It was designed by JWT India. Bharti also presented its vision to become “India’s finest conglomerate” by 2020.

According to the official communique, the new logo is youthful and reflects Bharti’s multidimensional character and avenues for growth. The indigo stands for depth and the orange, for youthful passion and energy. The arrows stand for movement that extends beyond boundaries and symbolize swiftness, precision and accuracy.

The core values of Bharti’s refreshed brand are:

Empowering People – to do their best

Being Flexible – to adapt to the changing environment and evolving customer needs

Making it Happen – by striving to change the status quo, innovate and energize new ideas with a strong passion and entrepreneurial spirit,

Openness and transparency – with an innate desire to do good

Creating Positive Impact – with a desire to create a meaningful difference in society.

Bharti is diversifying into number of business. Besides being a leader in telecom business, Bharti has ventured into insurance, agricultural and food processing sector, communications (with Airtel Digital TV). Its JV with Walmart will bring retail stores to India as well. Bharti has also partnered with DelMonte to have presence in the FMCG sector as well!

m0r0N.

I know there are lot of brands which are really using social media (or rather tools of web2.0), but these two examples highlight the difference in the way the medium is used for its inherent value.

Story – 1 (Outside India)

Brand – Pepsi

Context – Logo redesign

So the story goes that Pepsi is trying to redesign its logo and what does it do? It creates a Friendfeed room where the social media A Listers, and the long tailers, can comment. It also boxes filled with Pepsi cans(3 different boxes; tracing their “Can” design evolution) to A Listers in social media. So what happens –

The choice to make it exclusive, the undeniable marketing story of seeing the 100 year brand logo evolution of one of the largest brands in the world on a series of cans (which most marketing bloggers would care about on some level), and the generally positively reviewed new logo means that Pepsi will probably get exactly what they wanted from this campaign … for a handful of marketing bloggers who collectively reach a large percentage of the marketing community to all be talking about Pepsi’s new logo. – Rohit Bhargava

I think this is an excellent field to test the waters about the  revamp in design. The friendfeed discussion and the A Lister recruitment is good idea on two counts –

  1. Word of mouth from the A-Listers (influencers) themselves
  2. Community involvement, feedback from the community and the influencers

Here is what the new logo looks like –

 

 

The New Pepsi Can

The New Pepsi Can

 

Image credit – Rohit Bhargava

Story – 2 (India)

Brand – Virgin Mobile

Context – Virgin Mobile Launch

Virgin Mobile is on twitter, I find out to my utter surprise. I peruse through their updates to sense what kind of interaction is going on. Apart from the regular “new promo”, “Sir Richard Branson doing <thisactivity><withthiscelebrity> sort of tweets, do I see regular interaction with the community ?

My answer would be; “an honest attempt”. The person in background tries to keep the core of the brand, which is thinking differently or think hatke, alive (sometimes sounding silly, corny) like –

  1. What would T9 dictionary be in Virgin Mobile?
  2. What is your opinion about Virginity.. oops Virgin Mobile Think Hatke Ads..?

However the question that I am concerned with, is the reach ? The Pepsi story has the A Listers in them but the Virgin Mobile story does not (in addition to the fact that it’s in India and that too on Twitter). Virgin Mobile seems to have all-encompassing social media presence in Facebook, Flickr, Youtube as well which is really surprising.

Do the numbers really add up? I think no (Since March 2008, for 100 updates, it means JUST 3 tweets per week). I am just happy to see brand:that too in India, trying out web2.0. I don’t know whether they have a dedicated person from the organization sitting behind these avenues or is it some retailer doing this (in that case it becomes all the more intriguing).

Using dhabas (roadside restaurants) as an advertising medium is nothing new for Indian brands. Companies such as PepsiCo or Coca-Cola have used them to increase brand visibility by installing branded umbrellas and other props. Dhabas have even been favourite spots for spreading social awareness, such as campaigns on HIV/AIDS.

The latest to join the bandwagon is Dabur, which is redesigning 150 dhabas on routes originating from Delhi, using Hajmola banners, umbrellas, tables, chairs and wall paintings. The customers are being served free Hajmola sachets along with their meals. However, for Dabur Hajmola, this is not just another exercise to gain visibility.

Hajmola is being re-positioned these days. Its being moved from JLT (Just Like That) category to Post-meal consumption category which is right now crowded with unhygienic and unbranded saufs/mishris. While this activity takes care of the unorganized sector, Dabur had recently tied up with Nirula’s (Delhi’s favourite pizza corner) and did free sampling.

Next on the cards is something I have been working on – introduce Hajmola as a post meal option in 5 star hotels. Wait and Watch! 😉

m0r0N.