Wednesday, July 28, 2010

Your Defining Statement


Always make sure that you understand and carry through the intent of your brand's tagline. Do not harp on the literal meaning in your communication. Go further and integrate the intent behind the words.

If your brand's tagline says "Driven to Thrill" then use situations and visuals which convey the intent behind this tagline. Use visuals where driving is leading to a thrill in your customer's lives. This is, of course, common sense.

It is more difficult in cases where the theme is abstract e.g. "There is no substitute" or "The relentless pursuit of perfection" etc. In such cases, do ensure that you are using visuals that depict that you are unique (in the first case)  OR that perfection is your single word motto and you pay attention to minute details to achieve it (in the second case).

If your tagline says, "Forever Evolving" then the intent is that you are changing paradigms and creating benchmarks. In this case use visuals that depict that you are constantly innovating and revolutionizing your industry parameters. That would be more effective that just writing the tagline and being content with it !

Saturday, January 30, 2010

Unilever's face value goes for a Dove!



HUL is pouring a huge amount of money in soapy waters. They have adopted a 1950s US campaign to India for their Dove beauty bar.

However, the beauty of the marketing strategy adopted is that it is inadvertently turning 'Dove' into a 'face' bar rather than a 'bathing' bar. Someone has obviosuly not through their brief.

Everything in the ad campaign is so focused on 'face' that people (read women) have started seeing this as a 'face bar', similar to a 'face wash' !! Unless the HUL's marketing team has strategised it thus, they need to do something soon to carry the benefits of the campaign to position Dove as a bathing bar.

In a conference I attended last week, I did a snap study with over 20 women present there with one query "Do you see Dove as a face bar or a bathing bar?" Surprisingly an overwhelming majority, even though they thought that it should be a bathing bar, used the bar only as a face wash !!

Even if this was an informal snap poll, it should give some food for thought to the Dove marketers on the pitfalls of the approach they have adopted.

Friday, January 8, 2010

Going the 'Big Apple' Way




Some of you who may have driven down the National Highway from Delhi to Gurgaon (or back) might have seen the new Videocon outdoor ads on its buildings in DLF or even at Videocon Tower at Jhandewalan (New Delhi, India).

Some years back, even the Times of India building in Bahadur Shah Zafar Marg attempted to look colorful during the 'Holi' season, with lifesize paintings.

This might look like a new trend but is infact a huge revenue generator for governments abroad.

Those who have visted New York would know how 'Times Square' is nothing but made up of giant outdoor billboards lit up morning and night. A huge waste of electrical energy and consuming carbon credits...but generating revenues for the NYC government nonetheless.

The 'One Times Square Tower' from where the Big Apple ball drops, has live screen cutouts on it, peddled by PR firms for renting out to companies looking for their news tickers being covered in the 'Times Square' !!

Times Square is a prime example of premium outdoor advertising. India, however, can do without it. Our apathy towards billboards is well known. Even the courts have passed many strictures against billboards dotting the cityscape, in the past.

What I am striving towards, however, is  the fact that state governments can easily rent out city buses for lifesize outdoor ads painted on them. This gives great mileage to companies, is a moving ad space and can target various city audiences through the month, beautify the buses and earn huge amounts for the state government. Overall a win, win situation.

Singapore does it, NYC does it and so do a lot of other countries and cities abroad.

What stops our country from following course?