The hardest thing to do as a creative director is to develop a product that looks at building a creative solution within the same environment instead of asking the user to change. Imagine having to enter into somebody else’s domain, understanding it well enough to develop a creative solution for a problem that could not [...]
Dear Aircel I remember way back in time, 6 years ago, I used to subscribe to your service in Chennai. You were not good. The signal strength was particularly bad, but what the hell! You were cheap. I could send International messages for free. So, we all continued to subscribe to you.
I owe this post to two readers who wanted to know what branding is all about, sans the jargons and theories. I believe that a brand is the personality of a product. Take two soap boxes. Turn them around. Check out the ingredients. You will find an uncanny similarity between them.
Awards, music topping the charts, talk of the town and a HUGE fan base. Lady Gaga has done it all. And, she’s just 23. For those, who do not follow her, here are some quick facts: Twitter followers: 2.8 mn Facebook : 5.2 mn fans
My recent obsession has been brand archetyping. The basic idea behind brand archetypes is: 1. look at a brand in a social concept and 2. the set of patterns and ideas tend to repeat. This becomes easier to understand how consumers connect with brands better. Harley falls under the non-conformist category.
Here’s a thought. If Nike decided to remove the swoosh from the outside and engrave it on the inside, would you still buy a pair? I owe this thought to a friend of mine, who called two days ago. He wanted my take on consumer insights about shoes in the Indian market. Lets take Nike [...]
Recently, I reviewed the Windows 7 ad here. Going cute seemed so wrong for a brand as powerful as Microsoft. But, here’s an ad that brought tears to my eyes. Words have to be coined, to describe something so pathetic. The story opens with an average looking Indian woman in a typical bollywood setting. Her [...]
You are Club Mahindra. There’s an unbelievable offer you are looking to sell. Target Audience = 35+ If your communication plan is tailor made for this audience alone, it wont work. Let me rephrase that. If you have no communication plan talking to age 8 to 14, it’s a recipe for disaster. Almost 70% of [...]
Client: A world class five star luxury hotel with everything working in their favour. They have an extremely strong brand presence built worldwide. A good clientèle and great business. The problem: Food & Beverages. A hotel of this repute was not attracting numbers as much as its counterparts. The pub and restaurant were doing bad. [...]
Everybody s talking about going digital. There are digital agencies springing up suddenly. Everything is going online and the consumer is spending much more time on the net. Logical solution = catch him on the net. There is an emphasis on use of social media to catch the consumer’s attention. So, the questions: Will one [...]
Abhinaya is the sole author of Brand Touchpoints where she documents her observations and analyses of different brands she comes across. Her passion for brands extend to her professional life where she works in the advertising industry. She currently lives in Mumbai, India.
You can get in touch with her at abhinaya(dot)ch(at)gmail(dot)com if you would like her to review a brand, author a guest post or have something interesting to say!
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