Friday, July 20, 2007

Branding in 2010

"The Three Things that will Create an Impact in the Branding industry on the Road to 2010".

The Future of the Future Of Branding

By Harish Bijoor

The future is not for you to see.

Well almost. The future of marketing lies in the future of branding. Three things then that will impact on the future of the future……..as I see it.

1. Impact ONE: The Amoeba and I

Human beings are not static state entities. We change. Our minds change. The thoughts in our minds change. We are change animals. We actually morph all the while. Our bodies change. Our minds change as well. Our bodies change with time. Right upto the age of 18 we are on the growth path. From then on we are on the death path. Our cells grow all the while and then start dying all the while. The body is therefore all about change.

The mind similarly is all about change. Change that is even more dynamic. While the body and its changes are all about a relationship with time, the mind and its change is not about time at all. It is about the diverse sets of experiences we go through. It is all about experience and exposure.

When our minds (where thoughts live) are forever on a morph mode, how dare brands remain static and expect to thrive?

Brands need to reinvent themselves on the format of an amoeba that is forever changing. Amoebic Branding is it! Change with dominant sets of consumers. A brand can’t be static anymore. Brands need to have avatars that change all the while. And for this, for a start, brands need to know the minds of their consumers the way they are and the way they will be next month. Brands need to Scenario plan all the way ahead.

Brand appeal needs to be inconsistent. Consistency is old hat. Consistency is the old paradigm of the branding process. One needs to break through the walls of this very rigid edifice brand folks have built over the last several decades. A brand needs to be inconsistent. Inconsistent in sync with the consumer.

Consumers are changing faster than brands. And that possibly is one of the reasons brands are being left behind and consumers are sprinting ahead. Running away from brands! Amoebic branding is all about keeping pace with the mind and mood of the consumer and morphing brand offerings both in terms of imagery and more radically so, in terms of product as well! The product can’t be static anymore as well! Wake up to new branding! Wake up to the new DNA of a brand!

2. Impact TWO: Watch out! Inclusive branding ahead!

The very base paradigm of branding is exclusivity. In the beginning, there was the commodity. The commodity was pretty much unrecognizable one from the other. Brand folk caused for distinction. The commodity morphed to a quasi-brand status of some recognition. Brand folk kept getting exclusive in their approach. The quasi-brand moved on to become a brand. The brand was exclusive space. And then came the super-brand! Very exclusive space!

If the brand is exclusive space, it excludes a whole lot of society from it.

As society evolves, the language of the day will move on to get more and more inclusive. Do brands today include the masses or do they exclude them? Do brands in India include the needs, wants, aspirations, desires and affordability parameters of the have-nots?

If they don’t, and if all they cause is a hunger for higher end products that just can’t be satisfied, time then to get going and get onto the bandwagon of what I call Inclusive Branding. Branding that involves every segment of the masses there is to please, feed, clothe and shelter!

Inclusive branding is therefore all about an offering that embraces all. In some way or the other. In an extreme manner of speaking, brands will aspire not to alienate but embrace. Brands will cause hunger amongst only the relevant groups of people they aspire to satisfy. Mass advertising will therefore need to get very sensitive. If you are a Skoda Auto, you will get very sensitive and stop using mass media altogether that reaches the recesses of the dispossessed in your country. You will remember that even people below the poverty line in your country watch television, and you will not want to create unnecessary hunger and saliva appeal amongst those who can’t afford what you peddle.

And this is not about being benign. It is all about avoiding social discontent. All about avoiding those negative cues and strokes your brand gives to a whole set of people who can’t afford to be within its consumption set.

One step further then. Brands just might have other offers for those who can’t afford what you advertise to the masses. A branded tea that retails at Rs.300 a Kilogram just might have a variant that retails at Rs.2 per 5 grams! The quality of the offering will of course be different, but the brand name might be the same!

Can a brand with the same name swim upstream and downstream in an economy at the same time? The paradigm might just have to be broken!

Inclusive branding will be about embracing all whom you advertise to. The strategies of Inclusive branding are many, but the goal is the same. Newer and newer routes will be discovered! Inclusive branding is the new DNA of a truly successful brand ahead!

Impact THREE: People!

Brand people are getting more and more difficult to get. Good branding people. There are a limited number of well-trained (red: pedigree trained) branding people in the country. You can count them on a 100 page book, one page representing one trained brand soul.

A sub-set of these well-trained people are people from this set who understand the realities of the day and are completely contemporary in their approach to branding. Branding is an art, a science and philosophy that is changing at a furious pace.

The killer combination is the true-blue trained branding person who is completely attuned to changing realities on the consumer front. A forty year old who reads the market like a 12-year old on the verge of his teenage years.

The search for these kinds of people is a tough one. This is going to impact branding and its practice tremendously. Companies will spend a lot of money down the chute, experimenting with people. This search is the one search to get right.

The search is certainly as elusive as the mostly futile search launched by many a woman in the past hundred years with the buzz-phrase: Wanted! A good husband!

The author is a Brand domain specialist and CEO, Harish Bijoor Consults Inc, a private-label consulting outfit with a presence in the markets of Hong Kong, London, Dubai and the Indian sub-continent

Email: ceo@harishbijoorconsults.com

13 comments:

Aditya said...

I really liked ur post, thanks for sharing. Keep writing. I discovered a good site for bloggers check out this www.blogadda.com, you can submit your blog there, you can get more auidence.

Sumesh Madhavan said...

Loved your session on rural marketing at my class.. I'm personally interested in product management, started a blog on it too.. http://productmanagementblog.wordpress.com/ Looking forward to read your blog now..

Preety said...

Thanks a lot for this post Mr. Bijoor. It is interesting, informative and thought provoking.

Anonymous said...

looking an eye to ed drugs? [url=http://www.cahv.org]buy viagra online [/url]and satisfaction in sprung shipping at http://www.cahv.org . another good place to [url=http://www.kiosknews.org]buy viagra online[/url] is www.kiosknews.org .

Anonymous said...

Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now. Keep it up!
And according to this article, I totally agree with your opinion, but only this time! :)

Anonymous said...

You have really great taste on catch article titles, even when you are not interested in this topic you push to read it

Anonymous said...

Enjoying reading the posts here, thanks[url=http://www.colinandjustin.tv/forum/member.php?u=22646
].[/url]

viagra online said...

hey nice post about Branding in 2010" I really enjoyed reading

Anonymous said...

So I did it -- bought myself a [url=http://www.ordio.com.au/products/Fatman-iTube-452-with-ValveDock.html]Fatman iTube Valve[/url] and I am very happy to say that I made out like a bandit. I actually listened to one at a friend's house several months ago and just couldn't get that sound out of my head because it impressed the heck out of me. I searched online everywhere for a great deal and finally found it at [url=http://www.ordio.com.au]Ordio[/url] in Westfield Bondi Junction. I called them up first and asked every question I could think of and everything was answered to my satisfaction so I went ahead and made the purchase. Dispatch was very fast. Everything was perfect. I'm pretty darn happy and I'm playing it right now. Not sure if they dispatch outside of Oz but you won't be sorry if they do.

Very cool...

Roland

Anonymous said...

Your business card online is definitely an extension of the provider and is also important for product branding. It reflects your operation profile, your solutions and is perfect for marketing likewise as networking. A nicely planned business card online can make a lasting first impression, which can be necessary as soon as you will not want your business card thrown away. At Pixellogo, we grant online ingenious design and style options that are important while branding your organization image. Browse by way of our stationery catalogue and select customizable create templates or use our develop expert services to exclusively website design your personal business card. Regardless of whether that you are a compact start-up company or an previously established business, it's possible to come across your appropriate business card produce on this online business. [url=cool business card
cheap business cards [/url]

Pioneering models for your business card online! Make the most reliable use of our business card online products and services

We make business card online designs to fit your company’s specifications, but which convey your supplier profile in an attention-grabbing way. You will discover types suiting every business will need ranging in the food business to the sports community below! We supply ready-to-use business card online templates which you’re able to download and modify as per your specifications. We also produce exclusive layouts that will reflect your lender persona inside the most qualified way. You may create a business card online by collaborating with our business card maker, who will endow you using a range of models you could pick out from. For those who approve of any design but would like it to be modified, our business card online maker will alter it for no cost! We even add theme fx for your cards to make them significantly more catchy. So what have you been waiting for!? Develop your eye-catching business cards online, right right here on our web pages.

design a business card
print business cards online
make your own business card online
design your own business card
cool business card
order business card online
print business card online
designs business cards
business card cases
premium business cards
free business card online
cool business cards
design own business cards
order business card
stylish business cards
music business cards
cool business card design
photo business card
business card template
fast business cards

Anonymous said...

Will need movie recommendations - no chick flicks plz [url=http://tjenepenger.sosblog.com/]hvordan tjene ekstra penger[/url]

Anonymous said...

Playing bingo needs more than luck or skills and techniques, contrary to what most believe. Bingo, just like any game of chance, comes with rules and regulations that players should observe. Being a player comes with responsibilities and etiquette.

Winning the Game

The moment you figured out you won, you must immediately yell BINGO, and it should be loud enough for the floor walker to hear. The pot money shall be given to the winner once their winning card is confirmed. Well, in winning or once you know you just won, the most important thing is that you shout the winning word BEFORE the time elapses. If the game proceeds and the next number is mentioned and you failed to shout "Bingo", your winning card is disqualified. Therefore, this is the rule you must know.

There may be cases when there are two winners, and in this case the pot money shall be divided equally among the winners. Supposing there are two winning cards, the two winners will share half the prize money.

Bingo Game Rules

Bingo rules are basically the same no matter in which Online Bingo hall you play. But still it's good if you know these rules by heart. If it is your first try, then ask for handouts and inquire from pros regarding the game rules. Nonetheless, the ideal thing to do if you have questions is to ask the floor walker and not the person seated beside you. You should clarify things and doubts before the game starts because asking too many questions as the game proceeds could well distract you. This guideline also applies to those who are newcomers at casinos, those who play roulette for the first time.

Bingo halls demand an age limit of 18 years old. If you are below this age, you are prohibited to play. Some bingo houses ban alcohol inside, so players aren't supposed to take liquor nor drink it inside the venue. Smoking may also be restricted inside the venue, as there are designated smoking sections.

Take note that some Bingo houses don't allow food but some do, so it basically depends on the venue. Policies vary among different venues. For instance, some bingo halls allow reservation of cards, while others don't allow it. Some allow people to leave the venue in the middle of the game, others forbid it. But there are general policies observed in all bingo houses, such as disqualification of tampered bingo cards. There is no way you can get away with a tampered card because the walkers are adept at identifying authentic cards from tampered ones. You could be banned from a bingo establishment if proven liable of tampering a card. Hence, you should play honestly.

Interestingly, some venues offer special bingo games for kids although some halls don't allow players to have companions while playing. Suppose you bring kids with you, don't let them run around the venue and bother other gamers. They should behave well whilst you play and the game proceeds. Play quietly and don't recite the numbers you desperately want to come off because you'll be much of a disturbance if you do. Decorous playing is expectant of all players, even those who play roulette at casinos. Also, having a valid identification is important because you don't know you might win and need to present credentials.

More Online Bingo Info at Bingo Snooper Visit Now http://www.bingosnooper.com

Zeeshan Hanzillah said...

Having online card is better but i think because of physical existence plastic business cards have much more charm..