Showing posts from May, 2018

Brands are not just the Logo or Colour or Product or even the Co reputation

We all know about the famous parable of 6 blind men narrating their interpretations about an elephant! People who failed to see the complete elephant gave their descriptions or should we say only partial interpretations of the huge animal. We all know how far each of them was, from the real truth.
Too often this is a common struggle in company boardrooms, where the various stakeholders put forward their valuable opinions about the ‘Brand’ in question. They get vocal about what the Brand should be or represent or shouldn’t at all. That may include the design, colour scheme, shape, size or anything for that matter. The bitter truth is that most times none would be correct. The real answer may actually lie elsewhere.
A brand does not live in a product or a packaging. Brand lives in people’s lives. They way they use it, live with it or become anxious in the absence of it. Brands define people, their behavior or even their relationships. Sweet memories or bitter experiences become the brand …

Brands need unique Expression & Freedom to play a role in the consumers’ life

Im In the 70’s American Express (or AMEX for the US citizens) the famous campaign said ‘Don’t leave home without it’. It underlined the notion that without the AMEX card, life would be like a ticket-less traveler searching for means. It thus underscored the role the card played in people’s lives. The ad campaign went on to become one of the greatest brand building campaigns of all time. Image: Source Google
If brands connect with you in some manner then it is a great example of ‘brands having a role to play’ in your life. That’s how brands should be – ‘solving a problem in Consumer’s life’ or ‘throwing up a benefit which the consumers may not even have thought about’. This make brands to become ‘favourite’, even followed or repeatedly used and enjoyed. Over a period of time the user may become a virtual slave of the brand or alternatively even grow out of it. This leads to the thought that brands have a life too of their own. Right from Birth they go through different phases of its life:…