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15 July 2012
14 July 2012
14
Jul
Posted in Advertising agencies, Brand Consultant
Branding is it an Inception?
What’s the most resilient parasite? A bacteria? A virus? An intestinal
worm?
An idea. Resilient, highly contagious. Once an idea’s taken hold in the
brain it’s almost impossible to eradicate. A person can cover it up, ignore it
but it stays there. Information is forgotten. But an idea fully formed,
understood? That sticks in there, somewhere.
This opening statement of the
movie Inception reminds me the first lessons my advertising guru taught me. We
are...
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14
Jul
Posted in Advertising agencies, Brand Consultant
Where / when did brand management begin? We will see wide variety of answers for this question. Even the text books differ on this.
The term ‘Brand Equity’ came to vocabulary of academicians during mid-eighties. The usage of word ‘brand’ started during the process of differentiating one individual’s herd of cattle from other. What about the practice of brand management. Most of them define the above described as the origin of brand management. But if we think about the process of brand...
14
Jul
Posted in Advertising agencies, Brand Consultant
Do we need branding / marketing for everybody?Branding professionals encounter this question regularly.
Let’s borrow the definition of brand from my last article. “What is a brand? For a common man brand is a name, term, design or symbol that identifies one seller's good or service as distinct from those of other sellers. An expert would define these as an outward manifestation of the concept or an abstract thought called brand, it goes quite deeper than all these. It’s like a considering...
14
Jul
Posted in Advertising agencies, Brand Consultant
As I discussed in my previous posts many of our clients regularly ask us about the need for marketing. I will take a temple as a case and try to explain the reasons behind its success, from a marketer’s perspective, which may give you an answer to this question also.
Sabarimala is a famous temple in South India. 45 – 50 million pilgrims visit Sabari every year in a short span of 41 days. What makes the temple so popular? What makes Shabarimala unique compared to countless...
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