Archive for the ‘Branding’ Category

Advertising Insights by Kirit JAsani

April 11, 2016
KJKJ

Kirit JAsani

If something is easy to reach, we tend to use it frequently. That is true with information also. In past 7 months, I have shared information with you on branding and advertising by writing various topics on my blog. I hope; this information would have been of some help to you. However, it is quite possible, for some reasons you may not get connected to my blog precisely when you want to refer a particular post. So, I have prepared a PDF mini book of past 12 posts. Just download it and keep in your PC or iBooks and refer it as and when required.

CLICK ABOVE IMAGE TO DOWNLOAD PDF

TOTAL VISITS OF THIS PAGE

Following 12 points are covered in this PDF mini book.

  1. How to use customer testimonial in ad?
  2. The power of simple visual
  3. What if your brand name is inspired by a product subcategory?
  4. Demonstrate your key feature visually
  5. Perceived leader is always winner
  6. How long you should continue with same visual?
  7. Should PR precede advertisement?
  8. Is a good brief reason of good work?
  9. It’s Shockvertising!
  10. In Marketing Perception is everything
  11. The critical decision in marketing, line-extension or new brand launch
  12. Marketing lesson in RSS’ move from shorts to trousers

 

In Marketing, Perception is Everything

February 18, 2016
Kirit JAsani

Kirit JAsani

We experience the world around us with one or more of the five senses, which includes touch, sight, sound, taste and smell. Through these sensory experiences we gain knowledge of various elements in our environment and at the same time those experiences also help in deciding on response action. Essentially, these experiences build perception and we act on those perceptions. So, for a marketer these perceptions are of prime importance.

Three soapLet’s explore perception of three brands of soap. Dettol, this brand of Reckitt Benckiser is mostly used to clean and protect your skin from germs. Unilever’s Lifebuoy also stands on the same attribute of advance germ protection. On the other hand Wipro’s Santoor brand is focused on younger looking skin with its sandalwood and turmeric ingredients.
So, as a customer when we start using Dettol or Lifebuoy soap we develop an experience on the parameter of germ protection, but when we use Santoor soap our experience remains focused on younger looking skin. If this experience is good customer would continue with the brand and if the experience is bad the brand will be no more in consideration of future buying.

Now, all these brands have extended into the segment of hand wash. So let’s first understand why hand wash is important? Washing hands with soap and clean water is of critical importance to avoid getting sick and spreading germs to others. Especially washing hands before any meal is extremely necessary in India, because at least to eat roti it is necessary to touch it by hands. This is exact moment when a germ can enter your body and chances of getting sick get increased.

Three hand wash

Now, based on a perception, which brand of hand wash you would buy? Obviously the one which kills germs, right! It can be Dettol Hand Wash or Lifebuoy Hand Wash or any other brand which you think can give you germ-free skin. But the probability of using a brand of hand wash, which promises you younger-looking skin, is extremely thin. Though the brand has not been extended in a too distant segment, I still doubt on the acceptability. A product can enter a house due to promotional benefits, but they are short term. I am no astrologer to predict a future of any brand, but broadly based on perception, I can say the brand which holds a strong perception of Germ Protection or Germ Killing will get succeeded. Let’s wait and watch what happens in a long run!

Remember, create a strong perception about an attribute in your marketing and do not extend such a brand in a segment where that attribute is not making practical sense.

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Is a good brief reason of good work?

January 11, 2016
KJKJ

Kirit JAsani

Yes, no doubt about that. You dig a little in any good communication piece and soon you will know there was a good brief, a clear brief from the client. But that is only one side of the coin; the other side is equally important, how agency worked on that particular brief.

The level of clarity in brief, most of the time gets reflected in the work. But, still from no brief to ambiguous brief incidences keep on surfacing. I believe, when a client shares a clear brief and agency acts on that brief, the resulting work would be very impactful. In another way, this justifies famous words of David Ogilvy, ‘Clients get advertising they deserve’.

Majority of those, who are responsible to give brief understand the importance of clarity in brief. But when Spotlight Communication was working with Italia Group, I found Mr. Nandan Deshpande (then brand manage) was exceptionally good in giving a clear brief. His brief for creative always intended to result in a piece of communication, which can connect the target audience in a correct sense. While working on Piccolo Porcelain Mosaic, Mr. Nandan briefed our agency for one campaign targeted to architects and Interior designers. He was clear; Architects and Interior Designers always need freedom in creation. We have 70 colours, 5 sizes and 2 looks in Piccolo Porcelain Mosaic. Essentially we offer a wide choice. If the campaign can connect this freedom with choice of colours we can expect a good result. It was a crystal clear brief.

Now, that was our turn to come out with a creation which stays true to the brief. We proposed a campaign with a line ‘More Colours More Freedom’. In this campaign all creatives were developed in black-white treatment, except the colour in core visual. Visuals were selected, which are normally seen in black-white e.g. Penguin. We changed the white part of Penguin with various colours and associated it with the headline More Colours More Freedom! This solution stayed on brief and worked for the client. I must say such an effective campaign would have not been realized without a clear brief by Mr.Nandan Deshpande.

Piccolo 01

 

More colour 3 ads

So, if you are in a position to give brief, be damn clear in your brief. If you are expected to work on a brief, justify the brief in totality.

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Should PR precede advertisement?

December 30, 2015
Kirit JAsani

Kirit JAsani

My opinion yes, PR must precede the ads. If you are launching a new product or service or enhancing an existing product or service with new and important features; public relation activity must be considered as an ideal starting point of a marketing plan.

Unless you are in advertising and marketing field, you would not pay any special attention to print or electronic ads. Rather it’s an intrusion to your activity of reading a magazine or watching a TV show. As a non-marketing guy, a person may wait for a morning newspaper or may tune the news channel before few minutes of news at 9 but would not be that eager to watch an advertisement. Any content finding its way to this news gains preference over the advertisements. News adds a dimension of authenticity. You are more likely to believe a piece of information, if it appeared in some kind of news medium, compared to an ad in the same medium.

If a product or service is a new entry to the market, PR will help in putting your message and brand inside the mind of your target audience. Further, such news items have a better potential to get shared by the target audience. Suppose, you are reading a newspaper article titled as ‘Protect your mobile even when it falls in a swimming pool’ chances are you would share that link or news clip with some of your friends and family members, which have faced such a situation. On the receiving end concerned person will take it seriously. So when your brand becomes a part of news, it automatically gains positive perception and it also becomes memorable.

Rather than releasing a newspaper ad, for Life Fitness Point, we released an article, as an impact feature. For most of the reader, it became a news item about having super human-like body. This article thoroughly described Spartan Workout, Superhuman Workout and High Intensity Interval Training programs. 11 faces used in a main image are real people who are trainer for body build program at Life Fitness Point. As these were identifiable people, it just added to the authenticity factor. All in all, people read the content and trusted the content. This way Life Fitness Point stays in the mind of a reader for a longer duration with precise differentiation.

Article in GS

 

Now, when Life Fitness Point takes a route of advertisement in print or outdoor or any other media, they will get a better response, as positive perception already exists inside the mind of the target audience. In this case, ad would be able to take the target audience to next step interest or action as awareness is already handled by PR.

So start your marketing plan with PR.

 

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How long you should continue with the same visual or same treatment?

December 17, 2015
Kirit JAsani

Kirit JAsani

As a marketer or advertiser, do you keep on changing your brand visual or visual treatment frequently? If yes, thenyou must rethink!

It would be great if a brand is able to possess a particular word inside the mind of a target audience. Well, there can be many ways to reach such a situation but the most effective means can be visual or visual treatment.

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What comes first to your mind when you think of Marlboro Cigarettes? Cowboy, right! Why this happens? As this brand has never deviated from visual of a cowboy, we associate all attributes of cowboy with Marlboro. All advertisements, posters and packaging were prepared with an image of cowboy. Only placing the same visual everywhere is not enough. Sticking to that strategy is of prime importance. While Marlboro Man was conceived in 1954 by Leo Burnett it was used until 1999. A visual of Cowboy was used for 45 years! Due to this, even today, when Marlboro Man is considered as an icon of past it SM0000072easily steps to the top when it comes to the matter of recall. Practically, Marlboro Cigarettes possessed the word cowboy inside the mind of target audience.

Do you recall beauty soap TV Commercial, where a married woman with a child is mistakenly considered as a college girl? Yes, I am talking about Santoor beauty soap. As long as I assume, you would be able to recall some variation of this ad with change of ambience and models but visual treatment would be the same, mistaken identity as a college girl.

SantoorEarly ad on Doordarshan in which model goes to buy bangle to recent ad creation with Saif Ali Khan,  these series of ads could establish a connection between younger-looking skin attribute and the brand Santoor. As they have hardly deviated from this treatment, Santoor succeeded in taking possession of the word ‘younger-looking skin’ which accurately defines their differentiating point.

While other aspects of branding and advertising are important, use of visual should top the list. As your target audience is going to look at the visual, they will remember the visual and visuals will inspire them so, as long as possible, try to use the same visual or visual treatment for the longest possible duration of time. You will experience the positive results in sales figure.

I advise, think twice or thrice before changing core visual or treatment of your brand.

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