Tag Archives: marketing brands

Super Brands

Everyone aspires to own premium brands even though when they know that the product on offer is either almost same or at times exactly the same. Was just going through some videos on TED Talks and found very interesting trend that was coming up which is how great brands drive certain kind of behavior or in some cases change consumer behavior.superbrands

Some brands have the power to make a difference in consumers life and powerful brands are able to change the way consumers feel, think, and act. They do this when they become part of peoples’ lives by answering the simple problems through their products and services.



There are certain brands that have changed the behavior of consumers and those are brands that are your evergreen brands since they are the strongest at the conviction level. For e.g. brands that changed the way we shop (Amazon, eBay), how we work (Microsoft) and how we access information across anything and everything (Google) basically these brands identified areas and changed the way consumers behaved.

So why do you think these brands did so well or What do these great brands have in common that makes them not just successful but successful over a period of time: zeal to understand latent consumer needs and create them into consumable products and services. It’s an extremely simple concept but not all companies follow this which bring their downfall.

Advertising in particular works

Advertisers crave to get captive audience so they can brainwash them and put their brand messages in their heads. To get this captive audience they would got to any length but today the consumers are exposed to so many messages during a day that they would tune out of certain experiences even if they like it.

Take any medium today, the consumers are given an option to escape from this, in a TV by skipping to other channels, skip the ad in YouTube, FB asking for permissions, tv channels now promoting 1 break program, etc. All moving to give the consumer the much-needed space.



In a way, this reinforces the definition of ads as unwanted interruptions. For e.g. at YouTube they put a forced 5 sec ad viewing but then skip the ad to go past it. The other way to look at it is that challenges the advertisers to create fantastic ads so that people choose to watch them.

I guess the more generic the ad is, it is less likely to get any attention or stick-ability. I read somewhere that “People hate advertising in general, but they love advertising in particular”.

All marketeers love to get new mediums/channels where they can get a set of their captive consumers but do not pay equal attention to the kind of messaging/creative they want to put in those mediums. Where everything in marketing is measured any creative messaging how much ever you test or try to understand will always remain subjective. Companies spend millions of dollars testing communication still aren’t able to crack and get the desired response but at least they are close to what they want to achieve. But there are certain companies who go with the gut feel execute campaigns online and offline and clearly when the consumer has his first look their first thought would be “what the hell are they trying to say with this one?”

No wonder most of the marketing dollars spent are in vain and then the conclusion is always that strategies were either not planned properly or executed properly.

Just feel that out of the box thinking should not only be applicable to mediums but also to the messaging that goes out in those mediums.

Marketing V/S Branding

Tricky question for most, but the answer to this question of how marketing is different from branding and vice versa is that for most people both are one and the same.

But I think the answer lies in both the terms itself. Just remove the last 3 letters from both words (ing) and think for a minute what both words stand for …….

Am sure you would have guessed the answers by now….



In my view a market is full of brands (branded products) and unbranded products but a brand is a distinct individual identity in market. Marketing makes brands which means brands are derived from marketing. A lot of established and well to do companies have designations of brand managers and marketing managers but in reality there is negligible difference in both roles.

A role of a marketing manager is much richer as compared to brand manager but still people take pride in saying I am a brand manager as compared to a marketing manager..