The problem with brand positioning is many perceive market communication as the only way of building it. But that is nowhere near what the truth is! In fact, mass media advertising plays probably 25% role in forming or solidifying brand positioning. The rest comes through brand experience. And brand experience is almost entirely dependent on how...
As quoted from www.agencyfaqs.com September 21, 2007, was a memorable day for the telecom industry in India. Not only did it mark the entry of the world’s second largest mobile firm, Vodafone, into India, but also a transformation of India’s fourth largest mobile operator, Hutch, into Vodafone. In an innovative move to mark this transformation,...
Non-profit marketing now has a for-profit makeover. People finally understood that be it breast cancer or child labor, if you cant market your message properly by using the rules of the marketing game and not glamorize your cause somehow, you will never get the momentum that your cause deserves. Global Warming was a household name...
Hutch has gone around the full color spectrum. From Orange to Pink to vibrant Red, it may have gone the distance in terms of color, fantastic advertising (Thanks to O&M) and mindshare, but definitely not in terms of revenue or market share. At the end of the day they have the cute dog and some fantastic...
Inspired by the writings of Evelyn Clark A picture maybe worth a thousand words, but the value of a good corporate story in driving internal branding and fire up employees is priceless. Gone are the days when employees used to sing along the company mission statement and feel proud of it. After all, they are...
For the past thirty years, customer service differentiated one brand from another, and companies that delivered the best service would rise above the competition. Today, the bar is being set to an even higher level, as more & more brands are beginning to deliver exciting, interactive, and compelling experiences. A new premium is being placed on...
For those who thought traditional advertising is the only way forward, Axe and MTV has shown a masterclass execution. For a few weeks, people were intrigued by this “Silky Kumar” character. Here is this whacky looking singer, who is a self-proclaimed superstar, appearing in MTV singing catchy tunes and giving interviews. Media was a-buzz with intrigue,...
Your brand must connect to the audience and your audience must identify with the brand. And that is where your brand personality can play a big role. On a scale of 1 to 10, how important is brand personality? Lets see an example of our favorite local super heroes and in terms of their...
Are you using technology well? If the answer to this question is an indecisive yes or a blatant no, then you should pay attention.While its often said that the rules of the branding game has changed over the past decade, few has gone on and pin-point the exact reason for that phenomenon. While the usual...
CSR or Corporate Social responsibility is the “in” thing now in marketing. With everyone more or less going the same direction and thanks to awesome development in technology, product offerings are becoming similar day by day. With that in perspective, the company that stands out with great CSR activities scores big in peoples minds and pockets. The...
