Establish the brand + Build a huge community + Move the community to do something together = Create brand evangelists and fans Sound similar? This is the social media dictum laid down for us to follow. Brands are today stepping on each other to get the consumer’s attention, let alone engagement. The holiday season has just gone [...]
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 is an excellent slide show put together by Abhishek on Avatar and digital marketing. Taking instances from the movie, he has very clearly put forth lessons to be learnt in the digital marketing space.
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. [...]
Brand Orkut Imagine a social system with a new kid-on-the-bloc. He has a new style with new things to say. People love the style. This builds his popularity. But, once his secret is out, many people copy his style and in fact do a better job of it. This is the story of Orkut. True. [...]
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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