In the previous instalment we talked about collaboration and its pros and cons of various constituent systems. Have you ever seen a collaborative system in action ? Yes you have ; infact more often than not. Who has not seen this –[/b]
[/b]
[/b]
Yes you are right on target , this is the very basic type of collaboration whee various agencies come together and set out to please the Movie goers. The core-concepts of the collaborative Branding are at play here in the Bollywood productions.[/b]
[/b]
Now let us move on to other methods useful in building a brand :[/b]
[/b]
Innovation – [/b]
There is a misconception that innovation is homological to execution. The truth of the matter is far from it. If you own a Automobile tire company – then execution of your strategies will be putting the tire on the road. But innovation comes in when the tire needs traction to keep the vehicle steady. This traction is what differentiates one product from the other in this wide market. The more you posses it ; the better your chances of not skidding off the road.[/b]
[/b]
To begin with your product needs a STAND OUT factor to pull it up the brand-wagon. This can be done in various ways :[/b]
a) [/b]An icon[/b] – it is a visual symbol that represents the market position of a product. For example Reliance-telecommunications has the Globe as its icon , it tells us that they are looking to diversify and initiates a foray into their thought process.[/b]
b) [/b]An Avatar[/b] : who hasn’t enjoyed watching the Hutch dog , the zoo-zoos in between cricketing action – through the ages. This is what we refer to as an Avatar (don’t confuse it with the Cameron Movie). It is essential to create a rapport with the customers on various demographics. [/b]
[/b]
c) [/b]Packaging [/b]: when you notice a package on a display ; you are bound to think to your self ; What is it ? Why should I care ? Can it fulfil my needs ? Where are the testimonials? –if all these questions are answered in the first few seconds you are successful in your packaging. Do you remember being in a fix when your Girlfriend took eternity to dress up and ended up looking fat in her clothes. Well in that case you had to nod synonymously , but if it happens in marketing – [/b]you have to call a rose a rose.[/b]
d) [/b]Validation [/b]: It refers to roping in the audience into the creative process. In the days gone by – communication was like an arrow :[/b]
[/b]
Sender > Message > Receiver[/b]
[/b]
But nowadays it requires feedback as an additional factor to make the system sustainable. So the new system will be a loop instead of being linear.[/b]
[/b]
Sender>message>Receiver>Feedback > Sender.[/b]
[/b]
How to go about it? Well many companies fall into the pits of large scale surveys. In these ; the important data is buried under heaps of garbage and it never surfaces. Instead the way to go about it is forming small focus groups : which will provide you the research ; instead of being the research.[/b]
[/b]
[/b]
5 . Cultivation Of Your Brand –[/b]
[/b]
You have to nail it down in your head that business is process-centric and not individual-centric. A brand incorporates the pattern of behaviour observed in its patrons over the course of time rather than being a flashy gimmick – destined to fade away.[/b]
[/b]
You have to be careful of not being perceptive. If you call yourself a fish and then are seen walking on the highway – your credibility will go down the drain. So falsifying your brand will take you nowhere.[/b]
[/b]
Yes you are right on target , this is the very basic type of collaboration whee various agencies come together and set out to please the Movie goers. The core-concepts of the collaborative Branding are at play here in the Bollywood productions.[/b]
[/b]
Now let us move on to other methods useful in building a brand :[/b]
[/b]
Innovation – [/b]
There is a misconception that innovation is homological to execution. The truth of the matter is far from it. If you own a Automobile tire company – then execution of your strategies will be putting the tire on the road. But innovation comes in when the tire needs traction to keep the vehicle steady. This traction is what differentiates one product from the other in this wide market. The more you posses it ; the better your chances of not skidding off the road.[/b]
To begin with your product needs a STAND OUT factor to pull it up the brand-wagon. This can be done in various ways :[/b]
a) [/b]An icon[/b] – it is a visual symbol that represents the market position of a product. For example Reliance-telecommunications has the Globe as its icon , it tells us that they are looking to diversify and initiates a foray into their thought process.[/b]
b) [/b]An Avatar[/b] : who hasn’t enjoyed watching the Hutch dog , the zoo-zoos in between cricketing action – through the ages. This is what we refer to as an Avatar (don’t confuse it with the Cameron Movie). It is essential to create a rapport with the customers on various demographics. [/b]
c) [/b]Packaging [/b]: when you notice a package on a display ; you are bound to think to your self ; What is it ? Why should I care ? Can it fulfil my needs ? Where are the testimonials? –if all these questions are answered in the first few seconds you are successful in your packaging. Do you remember being in a fix when your Girlfriend took eternity to dress up and ended up looking fat in her clothes. Well in that case you had to nod synonymously , but if it happens in marketing – [/b]you have to call a rose a rose.[/b]
d) [/b]Validation [/b]: It refers to roping in the audience into the creative process. In the days gone by – communication was like an arrow :[/b]
[/b]
Sender > Message > Receiver[/b]
[/b]
But nowadays it requires feedback as an additional factor to make the system sustainable. So the new system will be a loop instead of being linear.[/b]
[/b]
Sender>message>Receiver>Feedback > Sender.[/b]
[/b]
How to go about it? Well many companies fall into the pits of large scale surveys. In these ; the important data is buried under heaps of garbage and it never surfaces. Instead the way to go about it is forming small focus groups : which will provide you the research ; instead of being the research.[/b]
[/b]
[/b]
5 . Cultivation Of Your Brand –[/b]
[/b]
You have to nail it down in your head that business is process-centric and not individual-centric. A brand incorporates the pattern of behaviour observed in its patrons over the course of time rather than being a flashy gimmick – destined to fade away.[/b]
[/b]
You have to be careful of not being perceptive. If you call yourself a fish and then are seen walking on the highway – your credibility will go down the drain. So falsifying your brand will take you nowhere.[/b]