Death of the brand!!!


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This article is a direct outcome of the countless meetings where clients and agency have swiftly killed many ideas for the sake of building a great ‘brand’:

‘This is not my brand!’

‘Where is the brand consistency?’

‘But what is the tone of the brand?’

‘We have to define the personality of the brand.’

‘Who is the brand’s TG?’

Tell you what, the brand is dead.

There used to be a time when a brand was a cultural entity, created by a handful of people across client and advertising offices. The physique was defined, values were defined, personality traits were defined along with all other things that are put on brand identity charts in powerpoint presentations (this is the precise moment when ‘death by powerpoint’ was coined). They were defined and then they were broadcasted.…
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When Dads’ brand became Daddy Cool!


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Not surprising that every new generation wants to shed the brands that resonated with their Dad/Mom and align themselves to those that speak their language. It’s toughest for those brands that wear their image & personality on their sleeve, to keep the fire alive. In the midst of that are scores of other brands that manage to stay evergreen. It’s definitely innovation in product and fresh consumer roles, that keep the new ‘NEW’ for decades.

Am sure we all know a few that have defied time…continue to shine bright. Managed to stay relevant & desirable. And more importantly, created a fan following across ages. What I have today is a mini take on some such brands that have managed to keep the cool factor despite age.

OLD SPICE (PERSONALITY REHAUL)
After the Gilette & Axe…
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‘Return to Innocence’ can be a new brand speak!


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I know I am doing a bit of detour on the sound bytes I may have given, on conversations with brands. But I can’t help but wonder and share this genuine concern from a true advertising student. Look around and you can rarely see the natural beauty in most Indian metros. It isn’t that the cities are populated with buildings or construction but hoardings, kiosks, live outdoor…It’s like each one is fighting for attention through the 1 hour journey from home to office & vice versa. But honestly, the brain can absorb only a fraction of it all despite repeat viewing everyday of the drive.

Is there some fatigue creeping in? Much of it lies in the inertia of brand custodians to look at a more practical approach to conversations with the consumer. The…
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What is your purpose statement?


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To forget one’s purpose is the commonest form of stupidity ~ Friedrich Nietzsche

A series of questions that wafted past me at an evening-out of over-priced everything, prompted me to scribble this post.  All too often we forget our purpose, just as we do our brands’. In fact I am sure we have never written a purpose statement for ourselves or made it a rite of passage for our employees. WHY A PURPOSE STATEMENT? Let me drift a bit to a behaviour that we all exhibit at different times in our lives. Like when we look at ourselves in the mirror or then simply introspect and ask a series of existential questions! And when we find some or no answers and seem happy or then defer it to another of those evenings that beg…
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Is it about Creating Expectations OR Managing Expectations?


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Most advertising theorists would espouse the mantra, that success of brands & their campaigns are based on creating needs or plugging need gaps by building aspirational end points. Classical approach does base all its benchmarks on the most clutter cutting & memorable communication that sells big dreams. Of course that works, but a peek into WHEN IT WORKS will help us maximize those moments. Like:

a. When a deprived average Joe finds the brand, ‘nectar’ (especially if the void is social & visible) – e.g: Fair & Handsome


b. When his wallet is not stretched, he is willing to indulge in whatever has the sticky factor (also involves low value, low-medium involvement products) ~ e.g: Fastrack Bags


c. When services are being offered, the movement from awareness to consideration is
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