Brand New Thought

  “No one’s a friend in distress ” As true as it feels on a personal level, no one understands this better than the big players of the FMCG brand world. In the times where some consumers are looking for brands that they can trust in terms of safety and hygiene, consumer behavior has seen some rapid transformation. At the same time non-availability of big brands on the retailers’ shelves has brought out the consumer tendency to play flirtatious with their brand switching behavior, from what holds the share of heart to what holds the share of eyes. The small and local brands have seen an upward trend in this testing time.   With local and small brands eating up the ‘Once upon a time” market share of big brands, we can see a major shift in consumer behavior.   As per reports, In January and February 2020, the three most selling brands in the hand sanitizer segment alone had a market share of 85% while others including existing players and smaller brands had only ...

  The notion of Branding has been around for eons, if not longer. The original concept of branding comes directly from nature itself. Nature uses the simple yet sophisticated language of branding to tell one thing apart from the other. Be it the black and white stripes on a zebra or our fingerprints that are unique to that one particular individual and can be used to identify them. We studied and incorporated this language and still use this language today, though the usage and definition might have broadened significantly. The word ‘brand’ that we use today is a derivative of the Norse word 'brandr', meaning 'to burn'. Branding in the early 2,000 BCstarted quite literally, farmers' cattle and livestock were branded physically and since then everything has had a "mark" "watermark" or "logo". Livestock branding was one of the earliest pieces of evidence of branding, which signified ownership, and, over the years, it evolved from being ...

I recently had a conversation with my mother, asking her how the Surf Excel advertisement made her think, I wasn’t surprised to hear how as a mother it triggered a feeling of assurance, a feeling that just like a kid won’t give up on dirt; which is a part of growing up, Surf Excel won’t give upon getting rid of those stains. What surprised me was how greatly an advertisement impacted a mother. From what started with the iconic lalitaji’s teaching, ‘Surf ki khreedari mein hai samajhdaari’ and later transformed into ‘Surf Excel hai na’, there is no denying that from GenX to Millennial, Surf excel has been deeply embedded in our memory, talk about share of mind, huh? Amidst some great advertisements, One tagline that transformed the course of the brand – ‘Daag ache hai! , Stands strong even after 15 years from its introduction to the audience in 2005. The Hindustan Unilever brand follows  purpose-driven marketing , believing that a brand is driven by a cause and with every...

  Photo Source- Medium.com While it is easy to get confused between the two, brand identity and brand image are two different aspects of a brand. What is a brand? It is not just the logo you see companies using which define who they are, it goes beyond that. A brand is how the public recognizes an organization. Since most of us are familiar with logos, let us take a look at brand identity. What is Brand Identity ? Brand Identity is the set of elements that make up the image that is portrayed to the audience. Each brand needs to be unique and stand apart from other companies and competitors to be able to get the attention of their audience. It includes all the visible aspects of a brand. These are the logo, type of design, what we communicate, and the choice of colors. If this is not complementing what your brand represents, it can also create a mismatch in the minds of the consumers .     Now that we briefly clarified what brand identity is, let us take a deepe...