Brand...it rules every aspect of our life. And it stays with us from cradle to grave like an honest companion. Right from the day we get up...our toothpaste, soap, shoes, clothes, vehicle, perfume, laptop,mobile phone...you name it and you have one preferred brand for each of these. So what makes us choose X over Y? Because X is superior in quality than Y? Not always...not at least in today's world where technology and features are more or less same. This "superiority" of X over Y lies more in the "mind" of consumer. That's where brand communication comes into play. It is nothing but an art of storytelling.
Marketers have to create a story around their products/services with clear message. Better the art of storytelling better is the impact. So there is audience (consumers), there is story (ads, advertorials, PR, publicity stunts etc), there is a storyteller (characters, celebrities etc) and the medium (traditional ones like TV, Print, Radio, OOH and new ones like Online Media).
And yeah...gone are the days when just one story used to be sufficient...markets have become dynamic, consumers less loyal, products more flexible, competition tougher...so there has to be a new brand story by each new day....
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youre right about that! if all goes well, companies even develop entire storybooks from different campaigns (Vodafone's Zoozoos AND Following network doggy campaigns). There are also branding horror stories though (Country Club!!)!
ReplyDeleteBrands and its importance can never be underrated.
ReplyDelete"If this business was to spilt, I would give you land and bricks and mortar,and I would take brands and trademarks,and I would fare better than you " This famous quote by John Stuart says it all..
Weaving of story around a brand not only helps the product but its subsequent positioning too.Companies are now trying different and innovative methods of branding and promotions.
This story telling makes it easy to get the first time customer onboard..and yes Zoozoos and the vodafone pug campaign are classic example of it.
if yesterday consumers were chasiing suppliers (remember Bajaj scooters) today, suppliers are chasing consumers...advertisers have to understand the difference..
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