beingdesh

Tag: Branding

  • Brand or Fad

    Nokia as India’s most trusted brand… naah [Brand Equity Survey]. I mean my last 3 phones have been Nokia and I just love them still I don’t feel for they simply didn’t deserve the numero-uno position in the survey, given the awesome ground players like Micromax and co have covered. Rest of the top 10 are made by the usual list of Lever products along with the red and white toothpaste, the awesome smelling antiseptic (smelled its Chinese version at Apeksha’s home, disappointing, doesn’t smell the same) and everyone’s favorite biscuit brand.

    Some years back at DA-IICT we were debating the difference between a Brand and a Fad. Pumped up from the success of Rang De Basanti and the awesome Legend of Bhagat Singh songs my roomie always wanted to be a rebel, maar daalo he said, anti-establishment had become. I came up with this point on Bhagat Singh being a fad, something which didn’t last, and Gandhiji being a Brand. As per Nitin Paranjpe, CEO, HUL successful brands deliver timeless values, build on them and resonate not just with the immediate needs of consumer but with their larger aspirations.

    Now think of Bhagat Singh, yes he indeed was a hero and he did satisfy the immediate need of the masses, but he or his means were not enough to sustain it over a time and fit into the larger picture of achieving independence.

    Gandhiji lived his life with masses and delivered trust over a sustained period of time (even after his death) and the core values remained the same non-violence, tolerance and respect for everyone. He became much more than a brand, he became a way of life.

    So is Nokia a Gandhiji and Micromax a Bhagat Singh? No, these things are not comparable but yes these brands can learn a lesson or two from personalities and how they managed themselves. Nokia can’t all of a sudden come up with a blast of weird low cost dual/ quadra sim phones, and Micromax can’t come up with the awesome quality which Nokia offers.Gandhiji would have never taken up violence of any form, and Bhagat Singh would have never had the tolerance to tackle the beating of British officers with a smile. But now these brands are trying to find a middle ground, Nokia planning to come up with multi-sim phones and Micromax offering great service through its network.

    Whatever be it, no one wants a rebel around, just think of it, what would be better, a Nokia coming out of your pocket, or a Micromax!

    [Note: It might sound loose, if one has to analyze Nokia, one has to look at a zillion other pressures the company is facing across the globe, I just mentioned a small situation which had stuck on for a few days]

  • Simplicity and Chaos

    From the time is was a Rs. 6 green fatty-boxed luxury, to the Rs. 10 yellow slim box regularity, Frooti has been one of my favorite brands. Why do I love it? No it’s not the usual nostalgia I associate with so many things; it’s just because of its simplicity. There have been many changes to it with times: the fat green box (Rs. 6) to green long boxed Yo! Frooti (Rs.8) to Rs. 10 yellow boxed one (it spiked to Rs. 12 one summer, evoking concerns from fans like me). But Frooti’s soul remains same, being Mango. At core it’s the same simple mango drink, and its packaging might change, or the price, but its soul (read positioning) remains just the same.Super Shimplu! (For SP marketing junta, recall one of Ashita mam’s classes,when Pooja and Nitika gave this presentation, I was super excited and we had a nice discussion on Frooti). Frooti has become a routine for me, I don’t care much, I just pick it up, I know it’s my Frooti, and it always will be.

    Then there is always the other extreme. Remember Liril, the superb refreshing lime soap (the la lalalalalaa lalalala laaa classic ad featuring Karen Lunel created byAlyque Padamsee is still so refreshing). But Liril somehow became confusing.It used to be my favorite soap, but they tried out too many things. They came up with what I recall as India’s first shower gel, different variants to core Liril (blue Liril) and finally disappeared. And then it came back, in a disappointing way as Liril 2000- aloe vera soap with an element of freshness.It felt like Ekta Kapoor took it from Unilever, performed a plastic surgery using another actor known as Levers 2000 and re-introduced the character. It was disappointing for a true Liril fan. The simplicity of freshness was replaced with chaos, and finally what emerged was something without its soul in place. Maybe a lot of people won’t relate to it, but a true Liril fan would just know it. But what power does a consumer hold, finally it was Liril who wanted to change, did they really care for a loyal consumer? But still sometimes I buy it and try to look for my old Liril, maybe I will find it.

    One tends to fall for simplicity, it’s always comforting,and it gives you peace of mind. You get a sense of oneness with it, simple things click, they are long lasting and consistent with what your mind desires.Be it simple things or simple people, life is much better with them around.

    And chaos is disturbing, trying out too many things,thinking about too many things, and trying to hide your simplicity with randomness. One might try to change a lot, feel a lot different, but a person who knows, would always spot the difference and then try to disassociate from chaos. But chaos has its own fans, and they are very different from those few who desire simplicity.

    What happens to the entity under change, what is its identity now? Well it’s for them to change, it’s their choice and person who knows the entity so well should also respect the change, whether it works for them or not. Still one tries to reach out for the simplicity which is still there, but hidden.

    I would always desire simplicity, and for things which move away from it, I will hope for them to be simple again.

    [I messaged Shaik and Dolu to find out a few brands which have had a chaotic rise, they couldn’t come up with anything major, stupid they are :), but I super miss having FMCG discussions with both of them. The discussion featured Dolu- the marketing guy, Shaik- the sales and distribution expert, Desi- the fact, figures and insights guy and harsh- the listener. Well all this is a bit unrelated to the post.]

    A bit more from earlier times on simple things,

    Hrishikesh Mukherjee – Simple movies, Simple life (http://beingdesh.blogspot.com/2006/10/hrishikesh-mukherjee-simple-movies.html)

    Who Enjoys It? (http://beingdesh.blogspot.com/2009/01/who-enjoys-it.html) (This one written somewhere mid SP days)

    Simple Things again…(http://beingdesh.blogspot.com/2010/07/simple-things-again.html)