The Hindu Business Line : Create `magic' brands to lure customer

Mr Rahool Saksena, independent brand and creative consultant, addressing students of Sona School of Management after inaugurating the Business Line Club in Salem. Also seen (from left) are Director of the school, Mr D. Dhanapal, the Secretary, Mr A. Dhirajlal, and the Regional General Manager, The Hindu, Tiruchi, Mr V. Srikanthan. - P. Goutham

Salem , Oct. 16

ADVERTISING is all about gaining consumer insights and translating them into good creative works, Mr Rahool Saksena, independent brand and creative consultant, Chennai, said.

After inaugurating The Business Line Club at the Sona School of Management here, he said, "The purpose of advertising is to produce sales. Advertising is a process of getting an idea about a brand into the consumer's mind, which will move people towards purchase. For this to happen, one should understand both the brand and the consumer well," he said.

Detailing the students on creating magic brands, which could stay in the minds of consumers for long, he said, "A magic brand occupies a distinct space, above their competition, in the consumer's mind. They have charisma, they sparkle, they attract people and people desire them. People travel further to buy magic brands and pay more. And such brands have a magical effect on the profitability of the company too," he said.

Explaining the principles of advertising, Mr Saksena said advertising should be aimed at the consumer. It should concentrate on one big idea, which should be arresting, exciting and unexpected to the consumers. It should be simple and clear. He interacted with the students and answered to their queries.

The Secretary of the Sona College of Technology, Mr A. Dhirajlal; the Director of the School, Mr D. Dhanapal; Regional General Manager of The Hindu, Tiruchi, Mr V. Srikanthan; and faculty co-ordinator of the club, Mr M. Selvaraj, also spoke.

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