Product truth
Advertising that fuses your product truth with a human truth engages and persuades as well. An example. Fortune Biryani rice employs Relationship advice to bring alive it’s features of non sticky aromatic long grain basmati rice that doesn’t break while cooking. To add to engagement, a progressive setting with Akshay sir cooking for his wife. […]
Read MoreLeader brand strategy
How do Leader brands defend their turf in the face of a Price Challenge? Leader brands should play to their strengths. They enjoy legacy, scale, trust. They need to play to their Strengths rather than get sucked into a fight where the Right To Win is with the Challenger. They need to employ a Narrative […]
Read MoreBrand Portfolio
How would you create a Brand portfolio if you’re starting from scratch? Brand Portfolio action plan. 1. Assess- How many Brands do you need? 2. Then assess- How many brands can you feed? Basis economics of brand building not only in the first year of launch but atleast a 3 year Horizon and your available Budgets. With: – […]
Read MoreChallenger Brands
How do Challenger(insurgent) brands disrupt? In 2017, Fortune known by its flagship edible oils range was extended to the adjacent Atta(Wheat flour) Category. – Strategy. Distinctiveness vs Differentiation.The Atta category is segmented on the product platforms of Chakki atta, premium priced Superior taste Sharbati atta, Multigrain atta, Diabetic friendly atta, Organic atta etc. Rather than […]
Read MoreBrand promise/Positioning
HOW DO LEADER BRANDS GROW THEIR CORE PRODUCT? A mature leader legacy brand with a historical growth trajectory. Yet there have to be unmet needs, underserved segments, untapped consumption occasions. It’s about looking hard and long enough for INSIGHTS to unlock higher growth. An example. In 2007, Dabur amla hair oil, a premium priced Legacy […]
Read MoreNew occasions of consumption – Driving Usage
HOW DO YOU GROW THE CORE PRODUCT BY DRIVING NEW CONSUMPTION OCCASIONS? Brands can grow in either of 2 ways. A. DRIVE PENETRATION- Recruit new users.B. DRIVE CONSUMPTION- Drive new occasions for usage. So DABUR HONEY could drive morning consumption to get slim. CADBURY DAIRY MILK could drive spontaneous adult consumption to celebrate joyous moments. […]
Read MoreLine extensions/Varianting- Driving New Users
HOW DO YOU GROW THROUGH LAUNCHING LINE EXTENSIONS TO A CORE PRODUCT? So you have a core product, a source of authority and profit for your brand. And there are NEED STATES and CONSUMPTION OCCASIONS that need new products to tap into. A good start point is to map BARRIERS TO TRIAL among ‘Aware Non […]
Read MoreBrand Truth
CREATING EMOTIONAL ADVERTISING THAT BLENDS A BRAND TRUTH WITH A HUMAN TRUTH AND A CULTURAL TRUTH. So, you have a – BRAND IDEA that shapes an – ADVERISING IDEA OR CREATIVE IDEA and this in turn shapes an – EXECUTION IDEA. A. A BRAND IDEA has at its heart a core target audience, a differentiator […]
Read MoreBUSINESS BUILDING COMMUNICATION
BUSINESS BUILDING COMMUNICATION BUSINESS BUILDING COMMUNICATION has 3 Roles- It needs to be 1. DISTINCTIVE so that it breaks clutter, is FRESH and ORIGINAL and is noticed, 2. ENGAGES, and 3. DRAMATISES the product story. Here is a 20 sec consumer promotion ad where one stands to win a gold coin on purchase of BISK […]
Read MoreCommunication/Advertising
10 Boxes that your Communication must tick. 1. Does your Ad DRAMATISE your PRODUCT STORY in an EMOTIONALLY COMPELLING way?Focus on your BRAND PROPOSITION. And DRAMATISE it To illustrate through an example, sharing a short and sweet 10s promo ad for BISK FARM RICH MARIE biscuits, with 20% extra The PLAYFUL TUG DEVICE between a […]
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