Friday, April 27, 2012
Adult content on Mass media television
A: Gyanesh, the pun is really in your name.
Your question is a good one. In the initial years, I do advise building the brand bottom-up. I do not advise advertising inputs of the heavy kind in the initial years. These are consolidation years. Brands must earn their spurs in the market through their hard-working offerings. The early years are years in which the brand must earn its appeal with consumers basis the work and solution that the brand provides. Advertising folk do not like me when I say this, but I say it with integrity. I say it because it is good for the advertising agency and the client in the long-run if caution is adopted in the initial years of brand presence. All brands must be built basis integrity.
Once having cobbled up enough size in terms of customer appeal and use-endorsement, it is time to advertise,. Advertising must be basis the integrity of the product and not basis the exciting appeal of the creative brought in by the advertising agency.
Early-strategy must be consumer want and need led. Not consumer 'desire and aspiration' led. In later years, when the brand is that much more stable, advertising and branding can traverse the realm of the 'desires and aspirations' of their potential customers.
Today, with the digital world growing at a frenetic pace, I recommend digital branding as an inexpensive tool to use as well in the early years.
A: Rakesh, this is a good question to keep asking all the while. Keeps us on our toes.
Compare these closures in organized retail versus the addition of some 43,000 mom and pop stores in un-organized retail in India over the last two years. That's robustness.
Therefore, growth will be there at both ends of the spectrum of un-organized and organized retail. The trend in un-organized retail will be more robust of course, as compared to organized retail.
Organized retail will however remain high on image, high on decibel of shout and high on PR visibility. Not on profits. Not in 2011 as well.
The retail industry will go through a year of consolidation where formats will re-invent processes, re-invent their choices of towns to expand, and will indeed re-invent models to tap the rich potential that lies untapped.
The small pack revolution is about this and much more.
All networking is today being monetized. Social networking holds immense potential in the arena of brand monetization.
Social networking is soft networking. When brands and messages relating to brands and consumer offerings travel on the same channel, the brand message is that much more accepted than overt and in-the-face advertising.
The new wave of advertising, branding, marketing and everything to do about them all, is 1:1. Gone are the days of Mass 1: Everyone marketing. As we enter this new era of 1:1, digital branding holds a lot of promise and potential.
In any consumer market, it is the young who spend more than the old. India is a young nation. 54% of the population is below the age few 25. This market emotes with social networking and is in many ways wedded to the digital. If one is to gain from this market, one needs to jump onto the band-wagon of social network marketing.