• Brand Strategies.

    Brand Strategies.
    Brand Strategies.

    A typical Indian youth today wears all the global brands, knowingly or unknowingly. Knowingly because very small section can afford and others wear duplicates, Gucci, Armani, D&G. Unknowingly because of ignorance, they don’t realize the watch they bought from road side is copy of a Rolex or belt with “G” shaped buckle is a copy of a Gucci. Speaking of brands one of the Indian brands I’ve been following carefully since last few years is Fastrack. Let me just inform readers my liking for Fastrack in not because I am …

    Ulhaas’11- The Experiential Marketing Carnival

    Ulhaas’11

    Marketers from IIM Calcutta participated in the execution of a very important process for any company. They were Involved in conducting a market research program which would allow companies to understand how consumer perceive their brand. This event, organized by Team Census, was conducted during the month of January. Sahil Dev, a member of the organizing team gives a description about the two day experience.
    A brand is made or broken by the response of the consumers towards it. So, we can see why “knowing the consumer” is of utmost importance …

    Brand Schizophrenia

    Brand Schizophrenia

    “John Nash: [to Thomas King] I still see things that are not here. I just choose not to acknowledge them. Like a diet of the mind, I just choose not to indulge certain appetites; like my appetite for patterns; perhaps my appetite to imagine and to dream.”
    A long-term disorder involving the breakdown between vision, personality and behavior; leading to faulty perception, inappropriate actions and feelings, and withdrawals from reality.
    Schizophrenia, the ‘Chemical X’ that makes any Hollywood movie an instant hit, be it the 4 Oscar bagging, “A Beautiful Mind” …

    News from the market!

    News from the Market

    Daimler unveils BharatBenz
    India is top on agenda for Daimler as it unveils an all new India-centered brand BharatBenz. The BharatBenz trucks are designed and manufactured in India as the world’s biggest truck maker looks to gain foothold in Indian market. SME India , Economic Times
    HP’s new campaign
    HP’s new global marketing campaign celebrates how people around the world are using HP technology to pursue their personal and professional passions. The launch of its worldwide “Everybody On” tagline and branding campaign – “spanning music, fashion, community activism, business and more” – is …

    No IDEA? Get IDEA!

    Get IDEA!

    Most of us are familiar with “SIR JI” and this is a phrase that was taken to a new level by Idea Cellular Ltd. In recent years, IDEA’s Campaign themed ‘An IDEA Can Change Your Life’ has been one of the most successful ones and it never goes away from our minds.
    Some of the reasons for this astounding success are:
    Emotional and moral appeal of the idea
    Binds the consumer with an innovative Idea
    Strong …

  • Harry Potter – The brand that lived!

    Harry Potter. No other book, rather brand, has caused quite as much excitement in living memory as J K Rowling’s boy wizard has. The book sales figures have been consistently breaking records. The sixth book sold 6.9 million copies in the US, but only to be bettered by its successor, which sold 8.3 million copies on the day of release! Not counting the last book, the series has sold over 325 million copies over 10 years, which exceeds the population of the US! J K Rowling became the highest earning woman in Britain in 2000, netting £20.5 million (about $30 million).She received an OBE (Order of the British Empire), a medal of achievement awarded by the queen, in March 2001. And these are just the tip of the iceberg.

    So what’s the secret behind the magic? Although this may not be a very conventional product, there are several lessons a marketer can learn from this series. One of the most important of these is the sense of mystery which was created. Many products in our everyday lives, such as Coca-Cola or KFC, have an element of mystery, a secret recipe, which differentiates them from the rest. Harry Potter was no different. There was mystery surrounding every book, which was neatly wrapped around one concerning the series itself. How would Harry defeat Voldemort? Would he die at the end? How did he survive? Some of these were answered during the series, whereas others had to wait till the last chapter to be answered, but they all helped keep the consumer intrigued. This mystery tended to reach frenzied heights when the books were being released, with booklovers lining up at stores at midnight to get the book as soon as possible.

    Harry Potter exploited brand extension to the hilt. While it started as a simple book series, it has spawned hit after hit in Hollywood, as each book is turned into a movie one by one, and has sold action figures and many other ancillary merchandise in stupendous numbers.

    Harry Potter also has qualities that make it appeal to a wide and seemingly disparate audience. They cover various genres: mystery, fantasy, coming of age. They are set in the present but still have a very old-fashioned. At its core, its simply a story about children, and yet it appeals to adults equally. At the end of the day, the differences do fall into place. A great product with seemingly contradictory quality is Red Bull, which espouses hedonism and health. This goes to show that, as important as it may be to have a clear cut, crisp marketing message, there is scope for ambiguity.

    The final, and possibly most important lesson, is risk. Many publishers rejected the series when Rowling first showed them the drafts. Possibly some of them felt that the books lacked potential; some of them felt that it would not be able to reap the benefits. But it was Bloomsbury which took the risk. The rest is history.