Brand Holistic Design

Like every wet puppy crave for love, every brand aspire to have brand love. It leads to sustained grwoth and bring in the repeat purchase. Every brand wants to have roots which epitomise wholesomeness, values and authenticity. Next comes who are the target consumers and where they can be found, who are these consumers, what are their aspiretions, fear, hope, capacity to spend. Every element for the brand then will have to be customised for appealing and touch the heart and the purse string fo these consumers. The placement of the product, whether modern trade or General trade or both, the cities with what size and purchase capacity are needed to be decided. Next comes the proposition which is nothing but a fine waltz of reason to believe, what the brand stands for and its promise in a most evocative way that touches the right and left brain of the target consumers. Product got to be hero because no matter how strong a brand equity is, if the product is crapy then consumers would desert it. An advertisement is just good to get the consumers to trial the product but beyound that the product experience got the make her come back. The product has to cue autheticity authority, the right balance of genimity and masculinity and overall must be differentiated enough to apeal the consumers but common place enoguh not to alienate the consuemrs. Depending on what product we are talking, the price will have to be carefully decided.

There are multinational companies, global and locan agencies who spend millions of dough andf hours to dechiper what it takes to build a brand and will given their arm and leg to be associated with creation of a brand. Yet the number of brand build by them are far less than the number of brands created in every corner of the globe by small entreprenual companies with little wherewithal to spend in advertisement and fancy agencies. How do they do it? What is their mantra for success?

The local companies does have deep pocket to spend massively on advertisement and gain share of visibility and share of mind. What they lack in terms of deep pocket is more than made up by their consumer connectedness and smart understanding of the value proposition and unwavering faith in the idea that product is hero. Their investment is product experience is sustained even when the going is tough and their are rewarded handsomely by the consumers.

The big companies would seldom cut the spend on promotion and advertisement and would tend to continuously manipulate the product performances to find and stay in the moving sweet spot which is where the consumers dont notice any difference in performance. This ensures that more and more money is made for some times and the trend is then reversed for sometimes. This is the mantra od managing to stay where the brand is and not one of grwoth. So what brands get love? Brands that are aspiretions, delivers the promise and have the values right.

Amul in India is butter. Amul is the little girl next dore. Amul is pure milk. Amul is a movement. Thats brand love.

Every brand can find the love it wishes for but for that you will have to work on it.