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If you can’t beat ’em …
When a brand pokes fun at you in media, either directly or indirectly, what must you do?
Hyderabad
Ghosh da , brands today live in a rather vibrant marketing environment. Brands come into focus due to acts not only of their own, but due to the acts of their competitors, and at times not even their competitors for that matter. I do believe brands are dynamic. A brand gets positioned or repositioned not only because its own acts of omission and commission, but due to the acts of commission and omission of its competitors as well.
When you are made part of the conversation unwittingly, there are just two things you can do. Just ignore it totally, or very simply join the conversation and make a fast marketing and imagery buck out of it. Brands have both options.
In today's totally connected digital environment, you cannot ignore conversations at all. Therefore brands get drawn in. If you can’t beat them, join them.
Nestle has a centenary film on air. What’s your take on it?
New Delhi
Rohit, this is surely a centenary effort. It is an effort to link Nestle very close to the fabric of India. In many ways, it is a film that says that Nestle has been a part of the journey that is India. It shares the pride as it does weave itself cleverly and carefully into Indian fabric.
A well made film, for sure! I think it will work wonders for the Nestle image in India. In many ways it is subliminally asking if 100 years is not enough to be an inextricable part of the country at large.
Nestle needs it at this point of time.
What’s with packaging? It’s morphing. Tata Tea has launched Fusion, and Paperboat has been around with unique packaging as well for a while.
Jamshedpur
Monica, packaging talks. Packaging shouts. It has two aspects. One is the graphic and the other is format. Graphics help take brand visualisation forward, whereas formats help a brand distinguish itself from the rest. The Paperboat and Yoodley packaging is a case in point, as opposed to bottles, cans and cartons. While those formats were the norm, Paperboat and Yoodley break it. Packaging that challenges the status quo and the norm stand out.
Tata Tea’s Fusion launch is an exciting packaging format as well. Two jars that fit one on top of another, and two sachets that are fused together as well. Works very well with the ‘fusion’ line, for sure!
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