Guest Column: Decoding Brand Building in 2016: Sonal Narain
Is the old way of brand building dead? We think so. In 2016 brands will need a radical shift in their approach to selling writes Sonal Narain, Chief Strategy Officer, Cheil India
Is the old way of brand building dead? We think so. In 2016 brands will need a radical shift in their approach to selling writes Sonal Narain, Chief Strategy Officer, Cheil India.
A few years ago a book by the name of “How Brands Grow” by Professor Byron Sharp created a flurry in the fad crazy marketing world. Using data to dismantle some of the biggest assumptions of marketing, he had proven that exercises in segmentation, differentiation, building fixed brand personalities in order to drive loyalty were largely meaningless and that the holy grail of marketing was not building loyalty but driving penetration.
Looking at how ridiculously successful brands like Flipkart, OLX and Zomato have changed their advertising, names and logos show that today he stands vindicated and it is our prediction at Cheil that 2016 will see this play out like never before.
Why? Because consumers have changed in unprecedented ways. Decreasing attention spans and the proliferation of media that allows people to connect with each other means they have even lesser time for brands than they did (if they did at all).
Interaction with brands
Quick, emotional decision making, which basically means they don’t spend as much time as we think they do, on purchases, and evaluate a brand on how it fits into their life/ meets a need. And they’re not loyal. Nowhere is this more apparent than in the app/ start up economy flourishing around us.
Think about it, when you download an app, you only do so because of what the app allows you to do and not its brand personality, its values, what it stands for or the cause it represents. Real estate on our phones, as in our minds is getting more and more precious. And any app, or any information that doesn’t serve a real valuable purpose and offer a hassle free experience faces certain deletion.
Behavioural economics is on the side of this argument. There is enough evidence to suggest that all that matters is availability- mental and physical, and ease of access/ purchase.
Three things that brands need to do…
One, simple and distinctive brand communications that explain what the brand does in as creative a way as possible. Two, an ‘always on’ approach which means bring present in the consumers mind at all points of the purchase journey and Three, reaching as many potential consumers as possible, instead of focusing on limited sets of people.
We need as many consumers as possible to remember us and we need to make it easy for them to buy us. We need to try many things, we need to do it fast, and we need to do it cheap.
What does this mean for agencies?
It means less effort and time spent on defining and fixing brand personality and a wider playing field that comes from being clued into consumers real time for new insights & creative stimulus, through social media listening (like Cheil Pulse). It means discarding the old linear creative development process of client briefing, followed by creative brief development and reviews and collapsing it into a collaborative process with planners, suits and creatives sitting around the same table. It also means being ready to produce cheap and good content at the drop of a hat through infrastructure that supports it, in the form of a content factory, over lavishly produced one-off extravaganzas; something we have invested in. Additionally, it also means being able to see quickly whether your campaign is performing or not, through real time performance analysis on dashboards etc., as opposed to slow and time bound post campaign researches.
What does this mean for marketers?
Marketers need to drive this change by enabling it. Offering products and experiences that fulfill a real need and do it well is key.
Being available physically and mentally throughout a fast changing path to purchase implies a real time understanding of it and investment into its changing drivers to increase the brands availability such as influencer marketing, search, selling through social media. It also means fewer link tests, faster decision making, through a greater reliance on their own judgment of “creativity” instead of research (Yay!) and a willingness to fail.
We need to be able to try many things, try them fast, fail & learn and quickly move on, instead of relying on historical formulas.
Here’s to hoping the industry is ready for something like this!
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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