Branding

Recently I wrote a paper for Asia Brand Summit that won the research award (a shiny trophy that resembles an Oscar except for "research award" engraved on it and a citation). Branding has been one subject that has always been close to me. Branding, Advertising, Fashion and Music. Here is an abstract of the paper.

A brand is a product that provides functional benefits plus added value that some customers value enough to buy. Ensuring brand clarity and consistency in today’s multi channel world is not only a priority but a necessity. One super power given to marketers to fight this war and win it is “brand”. To use this super power wisely, it becomes necessary to understand the brand essence well. Most of the audiences recognize and accept a product by the brand name than the ingredients. Thus, it is essential to communicate the brand to the audience without diluting its essence. Brand clarity ensures the right essence is communicated. The core brand identity must be depicted by the multi-channels used. Brand consistency is sticking to the main essence and sending out related signals. This creates a strong identity if implemented well.

In the research paper, to ensure understanding the topic it was broken into 3 parts and a summary of the discussions without the examples are listed below.

Brand clarity
In this era where all brands are indulging in line or category extensions, a lot of clarity is being lost in the process. The brand has its own personality and must stick to its individuality. A lot of other characteristics can be added on and give it a holistic view to enter into more categories. But, there have been many brands that have diluted their category and result in confusing the customer.

Brand consistency
A brand which is consistent over time and carves an identity for itself is always an asset for life. The soul of the brand should not change. It can adapt itself to this ever-changing world. This consistency is absolutely essential for a brand as this helps to deliver trust and confidence for the consumer as well as clarity of purpose and positioning. Consistency is directly related to reliability.

Multi channel world
The world has evolved into a multi channel dimension where there are different communication media used to reach the target customer. The advertising agencies of today design a communication mix that travels through various channels. The word multi channel has a multitude of elements attached to it. The world has started looking beyond the traditional TVC, print, outdoor media. The concept of viral marketing has revolutionized the process of communication. The process of delivering a single, simple, powerful message through all channels of communication is called Integrated Brand Communication.

In conclusion, the main central message to be communicated with the add-on is then framed together. Understanding the role of each channel is extremely important. The target for the channel should be laid down and appropriate messages should be communicated. Misappropriate messages passed through channels will dilute clarity. It is important for campaigns to choose the right media as a lot of bad publicity can be created in case of wrong messages passed, thus ensuring a proper integration of Brand clarity and consistency in a multi channeled world.

Lee Kuan Yew

Recently in a strategy class, we were shown a video of Lee Kuan Yew interviewed by Fareed Zakaria. The picture of an 85 year old man discussing how he transformed a third world country into a business hub was overwhelming. I was in complete awe of the aggressive yet calm and firm voice. He was known for his ultimate authority and zeal for law. When asked if he regret any decision taken till now, out came the answer immediately - "No!"


A man who has a lot to offer to today's generation.

3 months to nirvana

3 months to nirvana ... the idea of a perfect life is just around the corner. As the world crashes down with economic strain, I land up with the perfect job in the perfect place. As the lecture on strategy goes on, I find my pencil moving across a white sheet of paper to form the picture of a perfect room. I can see my laptop, guitar, speakers and my coffee mug highlighted (bare essentials in life). And then ... I dozed off to complete the mental picture with the perfect dream!!

It is 1: 30 am and I was just rudely woken up by two groups screaming in a mock bid session to acquire companies. Hell!! Now that sleep was impossible, I might as well pen down things I want to do before leaving this place..

1. Lose weight (atleast try)
2. Read all books on advertising and marketing in the library
3. Try and stay awake in classes (derive some ROI for the money spent)
4. Blog everyday

Apparently the bidding session's over as people are congratulating themselves for buying a fictitious company in this fictitious world!

Paradox

"Leadership needs self motivation. It has to come from within. It is the force that is present within you, the drive to push forward and the ability to connect with people. It has to come from inside ... the realisation, the want and the desire to do something big in life " they say

And yet, leadership and personality development seminars where "professionals" in the field try and "revive the dead motivation from within" are the biggest hit in world today!!!!
... Where are we headed???