Advertising has often been the deciding factor and image designer of a brand in public. While Whatsapp CEO Jan Koum calls advertising ‘a disruption of aesthetics& insult to intelligence’, its social media counterpart Facebook serves as a host for nearly two million active advertisers. Advertising adds beauty to a rather mundane rat race, it brings out invention and creativity, it forces brands to look at themselves in a different light and it engages the mind of consumers in a way that is not theoretically possible.
SIX WAYS TO ENSURE YOUR BRAND IS AHEAD IN THE GAME
1) MAKE AN IMPRESSION
The competition between brands in every sector is at an all-time high presently. The phrase ‘Necessity is the mother of innovation’ has no meaning as the most successful brands are the ones constantly focused on reinventing themselves and spending on R&D. To think that petroleum giant Shell was once a quaint antiques store in London’s East End (prompted by the global oil boom of the late 19th century) boggles the mind and is definitely one of the biggest stories of reinvention in recent times!
In a recent article in Brand Equity, it said that brands like Whatsapp and Facebook tend to be popular because they form an intrinsic part of our lives. People do not perceive these brands as a utility; rather they have become an extension of the user itself. This can also prove why an incipient brand like Ola has become so popular with the release of its app, when compared to its counterpart brands that have been in the market for several decades.
The top 100 brands irrespective of which study always tend to be the ones that have maximum youth appeal. Why is this? While people belonging to the middle age and elderly sector tend to stick to a brand for reasons like ‘trust’ and ‘legacy’, youngsters choose brands based on ‘popularity’, ‘edginess’ and ‘innovation’; hence if you’re an emerging brand, focusing on the youth might just be a good way to go!
We have spoken before on how important the face of a brand can be. This personality can either be the charming CEO (our ever favorite Richard Branson, CEO Virgin Air being an example) or any other personality who rightfully embodies the qualities and philosophies of the brand. This embodiment can be in the minutest way (think Captain Cool endorsing a fan brand!) but should make an impact that is hard for competitors to deal with.
While it is commendable that certain brands stick to one way of functioning and promoting themselves for several decades, the way the market is shaped right now asks for brands to understand the latest trends. While companies were rushing to buy the latest teams in the IPL, Pune based poultry company Venky’s crossed land and sea to acquire the rights for Premier League football team Blackburn Rovers. The growing shift from cricket to football was recognized by the owners and they can now proudly say that they’re the first and only Indian owners of a premier league team.