Archive for January, 2011

January 23, 2011

Dropping Names

I am very happy with the news of the green mermaid coming to India for two reasons:

1. I will have one more option (not just cafe but the coffee shop colours as most Indian coffe chains follow a red code.)

2. The competition will buckle up which means better service and hopefully more options and innovations in the offerings.

Year 2010 and the begining of 2011 looks like season of rebranding/brand refurbishing by some major names across the world and in India as well.

This month both Star bucks and Target have decided to drop their names from their logos – Starbucks because its trying to expand in newer products and Target, for its own reasons.

Starbucks has apparently changed their logo for the fourth time since launch and every time the change looks minimal. However dropping a name from the Brand is a big step but a necessary one I guess if they want to move into a new line of products.

Last year Gap faced a severe backlash from public due to its logo change and reverted back to its earlier one.

Back Home Airtel went through a major rebranding exercise which was again criticised suggesting Airtel new logo to be a combination of the vodafone and videocon logos; which is exactly how it looks. However the firm dint pay much heed unlike Gap maybe due to the fear of having to return to its previous logo making the whole expensive brand redressing affair a wastage or maybe Airtel still thinks its good enough to decide how it wants to handle its logo.

Recently flipkart.com also changed its logo to a newer darker version from its initial light bright one. The reasoning as suggested by the team is that since they are moving away from online books to online mobile shop as well the change is necessary. Or another reason as suggested by some people is that the initial logo of flipkart looks heavily influenced by Amazon from where some of its team members have joined.

While some of the above examples justify the logo change others look at rebranding as more of a marketing gimmick.  Rebranding makes sense only when there is a major overhaul in the offering either in terms if attribute s or price or the target customer segment has changed. Otherwise the brand stands to loose its identity as the image that it has been trying to imprint for a long time will get changes even before its mark has been made.

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January 6, 2011

Awesome Advertisements – I love this page on FB

http://www.facebook.com/pages/Advertising-Ka-Kamaal-An-Academic-Look-at-Advertising/112210802146430

This FB page posts ads- mostly TVCs and Print on its wall but has some excellent examples of Ambient Advertising as well.

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January 6, 2011

Bio

Okay,…before addiing further information on this site let me introduce myself to you. A couple of months ago  i typed my interview for whohub and am putting the link here to give my professional bio:

http://www.whohub.com/artee

January 6, 2011

Ad Campaigns Recap 2010-india

This post is inspired by an article on mint covering top5 ads (TVCs) chosen by Balki.

My top favorite TVCs for 2010 are:

1. Idea – get an idea theme – almost all in this series are good and it talks about all kinds of problems from billing to connectivity to being put on hold.

2. Surf Excel – Daag achche hain – really a good theme to promote noble work and taking kids as models the ads are attractive too.

3. Lifebuoy- tera saboon slow hai kya- This ad is a catchy one and appeals because of its simplicity and innocence.

4. Tanishq- Jewellery temptation by mom -family in car – This is an ad which connects pretty easily to all the women out there as this is a stage in life which all of them go through one day or other. The product focus is never lost even though the script is dramatic enough.

5. 25 years of Kotak – i specially like this ad as this is something new from a bank where ads are generally about building trust and relationship and highlighting customer service wherein we all have experienced something bad sometime or other with our banks. So this ad talks about reality and it feels fresh.

6. Cadbury’s kuch meetha ho jaye-  wife in jeans for the first time- An ad where most of us can see our mothers/aunts/grannies. This is how they behave when doing something “mod” for the first time. A connection works in this ad.

7. Blackberry boys- A catchy tune plays the biggest role and the expressions on the first five models’ face do the trick.

In all these ads the idea is something that we can relate to and they are not loud ads without loosing the brand focus.

There would be many more but these ads last in mind building unaided memory and hence have achieved there purpose as well.

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January 6, 2011

What’s in this blog?

This blog is meant for my personal views and sharing interesting developments and ideas on marketing of others with due source, brands and everything else but mainly Marketing.

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