# 00

Branding / Strategy

Campaign to create a brand - all by the launch is highly risky. It kills a bad product cutting all the chances though for good but the critical insight is that it hurts even a winner – though slighter, worthier the product.

Reflections from the Branding Logic research at adve-advice.com

 
 

 

 

 
 

"When a competitor, however insignificant, does something exceptionally good the inevitable strategy, even for the leader, is to follow. Any hesitation in doing so would only cost a certain critical brand value and even revenue in favor of the competitor initiating the worthy move."

... of competition strategy

# 00

Brand / Strategy

     

# 00

Branding / Strategy

As evident in their accusations, of each other; corruption, abusive language and falsehood happen to be rampant across political parties making them, the bad traits, neutral in the competition. AAP turning competitively abusive gives it, AAP, an edge over the rest for the moment but takes the chance of politics maturing a bit faster (an attribute – 'of being instrumental' - which exclusively belonged to it) miles back and also cuts its own chance to differentiate from the bad world of politics, not just on the language. Alas.

about the abusive language traded in the conflict between AAP and BJP

 
 

 

 

 
 

"… branding, particularly negative ones, that happens from what is not said sticks to the brand thicker than that can be expected to happen from what is said.”

“In the tricky processes of branding people's assumptions from what is implicit in what is not said is more potent to impact the brand than what they may believe from explicit announcements companies make."

 Excerpt from the upcoming article: 'Brand and branding opportunity and brand responsibility'

# 00

Brand / Communication

 

 

 

 
 

DON'T try to manage a crisis that cries out 'YOU' are wrong.

 

A brand loses a good lot of its good reputation in a crisis when its managers try it with uncharacteristic (uncharacteristic to the brand) approach hoping to settle it fine and quick and a brand loses the good chance to reinforce its brand values from a crisis by not taking charge of the situation admirably with the next steps.

 

A (brand) crisis continues to remain a blemish for a brand if not settled with convincing explanation.

 Excerpt from the article: How to manage a brand crisis? DON'T.

# 00

Brand / Crisis Management

     

# 00

Brand / Strategy

Brands are immune to issues that are neutral (common) to all competitors and the best competition strategy under such a situation is to brand hard against a chosen negative attribute that is neutral. Corruption was neutral in politics and AAP won because of branding itself against it.

 

Excerpt from the article: Branding games and stakes in politics

 
 

 

 

 
 

In business companies gain by their own wise decisions and also by the unwise decisions of competitors and lose by their own unwise decisions and also by the wise decisions of competitors and so is it in politics too. But, brand power, be it in business or politics can be created or harmed only by the company (political party in the context of politics) and competitors’ actions hardly has any bearing on that. The logic is; brand that hopes to enhance its brand power by tarnishing competing brands tarnishes itself.

 Excerpt from the (work in progress) BRANDING LOGIC article:

# 00

Brand / negative branding

     

# 00

Brand / attributes

BJP’s (NDA’s) performance in 'year one' largely comes across, across the media as not 'really very positive' – to the visible displeasure and dismay of BJP – with its leaders struggling to convince that it has been indeed very positive.

 

a)  For a brand to emerge positive its positive attributes ought to be strong and the negative ones insignificant and ignorable with at least one or two or three very strong positive attributes with all the brightness to blur the rest. The reports in the media seem to suggest that the opposite is true.

b)  Branding happens not by what you tell your audience but by what they make of what you tell and demonstrate.

c)  Beyond claims and even proofs soft aspects are more critical for branding. Certain acute lack of brand critical (relevant) ‘attitude’ can negate all the goodness in the brand, if indeed it exists.

d)  Intrinsically, negative attributes are far more powerful than the positive ones in impacting a brand. In fact, some strong ones can even negate the most powerful positive attributes.

 
 

 

 

 
 

YIK (Yeah I Know) is a typical negative branding response from the larger audience with hardly any exceptions and without any doubts. YIK branding impact often happens in business by the obvious false or overstated claims in the advertisements.

 

 Excerpt from the article:   Rahul Gandhi proves; and proves a few unwritten tenets of branding

# 00

Brand / YIK response

     

# 00

Brand / values

Brands evolve to become powerful in their sphere by the sum of multiple values built into them, with positive values largely outweighing relatively minor negative ones. Brand value is invariably led by a very few but very dominant values that remain in the threshold of immediate memory of people.

 Excerpt from the article:   Rahul Gandhi proves; and proves a few unwritten tenets of branding

 
 

 

 

 
 

Brand awareness as an element of brand equity is very critical but is double edged. Greater the awareness greater is the impact – positive or negative.

 Excerpt from the article:   Kheencho, Kheencho

# 00

Brand / Brand Awareness

     

# 00

Brand / negative branding

In business, cross branding is tried between or with a set of brands belonging to a group or partnered with other brands for deriving relative brand advantages. Rarely cross branding is tried abusing rival brands notoriously for clinching a certain brand advantage. Cross branding in another lesser known sense refers to negative moves that diminish brand equity which essentially happen owing to ignorance about branding and sheer greed.

 Excerpt from the article:   Classic case of negative cross branding

 
 

 

 

 
 

Certain big brands thrive on multiple competitive value factors but essentially draw the potential for unrestrained growth from just one or two strong root factors which of course happen to be fundamental in nature. Such root factors define the unique character of the brand in differentiating it from other equally large brands not just in their sector but from those in other industries also. Owing to the unique and powerful root factors they also remain largely resilient to vagaries of business, even to harsher ones. By the same logic such a brand would crumble should the actions of the company deride critical root factors, more helplessly – greater the degree of inconsistency.

 Excerpt from the article:   Infosys

# 00

Brand / risks

     

# 00

Brand / responsibility

Brand equity and promotion efforts are largely interdependent. All promotion programs, apart from delivering against the set specific objectives have an inherent function -- to enhance Brand Equity. Other way round, effectiveness of promotion programs are determined by the Brand Equity as at the launch of promotion. It is a case of mutual aspect. Promotion programs while using the given Brand Equity as a platform should simultaneously contribute towards strengthening it.

 Excerpt from the article:   Fastrack

 

 
 

 

 

 
 

Returns for the brand from social concern initiatives accrue only when something useful is effectively contributed and is also appreciated. The return is in proportion to the social value of such initiatives and the extent of larger consumer awareness about it.

 Excerpt from the article:   Havells

# 00

Brand / responsibility

     

# 00

Brand / promotions

Make believe branding through advertisements give negative returns when the real beliefs on the fundamental characteristics about the brand continue to remain hopelessly negative. Longer they have, greater the loss – well beyond the cost of advertisements.

 

A brand that does not belong to anybody, with responsibility, sails perilously by the market forces.

 Excerpt from the article:   Air India

 
 

 

 

 
 

Innovation is a strong factor of Brand Equity. If established convincingly the attribute, 'Innovative', for a Brand provides credibility & competitive power.

 Excerpt from the Presentation on:   Swing-along

# 00

Brand / innovations

     

# 00

Brand / legal needs

The emerging question is; what makes a name a brand of proprietary value? The issues are; why should brands be offered protection and how? How to assess brand status? Incidental questions are; what are the implications of cross-category and cross-national imitations? How to curb name tweaking? What should be the guidelines for trading brands? I think the responsibility on this extends across industry bodies and marketing service firms. Some might needs to be aggregated to work out the logic and to educate and influence the authorities towards stitching up the rules.

 

excerpts from the article:  Your brand, their underwear

 
 

 

 

 
 

And, even powerful brands can face the prospect of quick loss of equity if tried illogically.

 

excerpts from the article:  Mating Kingfisher

# 00

Brand / risks

     

# 00

Brand / resilience

Brands that attain certain stature happen to be resilient to be harmed by quite a bit of undoing.

 

excerpts from the article:  Mating Kingfisher

 
 

 

 

 
 

When a brand dies its businesses start evaporating - and in a hurry. It is slowed only by the constraints of the customers in finding an alternative.

 

excerpts from the article:  Bottling Vanishing Business

# 00

Brand / equity

     

# 00

Brand / name

The mistake is in choosing the most logical and apparently right name. Here again the name puts the cap on the possibilities irrespective of market opportunity.

 Excerpt from the article:  Living Under the shadow

 
 

 

 

 
 

A change (of brand name), whatever the reason, should be proposed not on the worthiness of the new one but essentially on the deficiencies of present one.

 Excerpt from the article:  The Ghost Prevails

# 00

Brand / name

     

# 00

Brand / name

Most won't need a change ever. A very few, due to issues on ownership face a consequential compelling need to change. And, quite a few hard-to-build ones can possibly be terminated for a branding-worthy one provided it is feasible to execute. That only sounds simple. Many a mistakenly changed and unchanged brand names tell how hard it is to decide.

 Excerpt from the article:   Misplaced Convictions

 
 

 

 

 
 

It is fairly easy to answer branding questions. It is hard to make them, make the right ones and most importantly in the right order. Most branding mistakes happen due to missing questions, ignoring them - often very simpler ones or jumping steps altogether. If the primary question; 'do we change the brand name?' which would get a substantiated 'NO' as answer, is bypassed - to think out a new name, even the best of the new name would prove to be a mistake.

 Excerpt from the article - Mating Kingfisher

# 00

Brand / name

     

# 00

Brand / equity

In fact, this phenomenon of vanishing brand equity happens particularly with large brands and happens with just one powerful blow.

 

excerpts from the article:  The Ghost Prevails

 
 

 

 

 
 

... a brand that's hit by a lethal negative attribute loses its ability to signify any of its positive attributes however much valuable - irrespective of size and stature of the brand.

 

excerpts from the article:  The Ghost Prevails

# 00

Brand / equity

     

# 00

Brand / name

Brand-ability potential is about Brand Equity of a name when it is new. It refers to the sound, size and suitability of the name. In essence, brand equity of a yet-to-be-launched brand name is essentially valued by its potential to be able to absorb values that would be built into it.

 Excerpt from the article - Branding Life Insurance

 
 

 

 

 
 

A brand name is akin to a container which reflects a collection of identities and virtues - positive as also negative - essentially and precisely as perceived by the consumers in varying depths dependent on each one's (sets of them) level of awareness and experience with the brand.

 Excerpt from the article:  Misplaced Convictions

# 00

Brand / name

     

# 00

Brand / strategies

Brand knowledge about lineage yields effectively when communicated in a subtle manner. Group signature is in fact the ideal way to make brand power yield either way.

 Excerpt from the article:  The (brand) is within brackets

 
 

 

 

 
 

Branding is tricky, often. It is wrong to abbreviate some names, ever. It is wrong to do it prematurely even when feasible. And, it is wrong to postpone doing it when it is obvious.

 Excerpt from the article:  The (brand) is within brackets

# 00

Brand / name

     

# 00

Brand / equity

Brand equity is a concept where potential is what is essentially indicated. Potential to derive benefits. Though the considerations for assessing the Brand Equity are current in nature the valuation is essentially made in terms of its worth in exploiting in the future. Brand Equity is a relative term and reflects a set of advantages as compared to the competition -- in pursuing the business.

 

excerpts from the article:  Your brand, their underwear

 
 

 

 

 
 

A Swing by its objective helps in a great way to communicate and trigger favorable consumer attitude -- towards the brand. In particular it creates an aura of innovativeness, smartness, superior product quality & utility consciousness around the brand. By virtue of this unique characteristics a swing apart from causing extraordinary exposure for the brand - - reinforces awareness, enlists loyalty and propagates most essential brand values.

 Excerpt from the Presentation on:  Swing-along

# 00

Brand / equity

     

# 00

Brand / name

Even when all else are extremely good, a bad brand name can take the steam off the marketing works and set the company with a steep disadvantage.

 Excerpt from the article:  The Ghost Prevails

 
 

 

 

 
 

As you start branding, a new one particularly, the first thing to think about is the name. There is a wholesome marketing work and future that can be bet on it.

 Excerpt from the article:  Branding Life Insurance

# 00

Brand / name

     

# 00

Branding / rules

Satisfying wants happens to be the essential larger function of any business. Consumer buys a product for the satisfaction he can derive from it. Therefore, it is imperative to ensure rather perpetually that the products for which a brand is nurtured does satisfy the want it is supposed to as convincingly as possible. It is not just important. It is critical -- so much so that all the promotion efforts would only go in vain eventually if this core subject of the brand is ignored. In fact the  most effective way to build brand equity is to consistently enhance the product utilities.

 

excerpts from the:  Presentation on Swing-along

 
 

 

 

 
 

For branding progressively, it is crucial that those who manage the brand work with it in drawing support and directions in developing products, strategies and programs and work for it by causing reverse flow of values. Branding prudence demands managers to seamlessly validate business decisions by asking a set of fundamental questions, such as; is this in tune with the customers' expectations? Would this positively support the core offering? Would it reinforce the critical values of the brand? And, more importantly; would the decision in any way impact the brand negatively?

 excerpts from the Article:  Zapak - the new slang

# 00

Branding / strategies

     

# 00

Brand / risks

Branding essentially happens out of elements of reality regardless of the psycho-trap tricks widely tried in advertisements. Evolving brands, unlike established brands, can become difficult with just a few mistakes and rarely can even get ruined out of just one terrible mistake.

 Excerpt from the article:   Zapak the new slang

 
 

 

 

 
 

Brand communications can be in future tense too provided the aspiration or commitment is within the threshold of the brand’s image.

 Excerpt from the article:  The (brand) is within brackets

# 00

Brand / communication

     

# 00

Brand / rules

...those who believe in mocking competitors should know that the approach, even with a great work, is called a nasty trick, not a tactic. Though these campaigns sound smart they are actually not seen as such. 'Cheap' is the word that sticks fast to the brands with such work.

 

excerpts from the Article:  The Attribute Unwise

 
 

 

 

 
 

A brand essentially rises on the strength and character of who owns and runs it. More so a b2b services brand. But the very attribute becomes a huge risk as the brand grows beyond a certain size unless it is deliberately re-branded, in time, to let it evolve on its own in a way that transparency and professionalism becomes a compulsion for the owners who drive the business.

 

excerpts from the Article:  Bottling Vanishing Business

# 00

Brand / strategies

     

# 00

Brand / strategies

Broadly, brand building tantamount to doing business ethically, professionally and smartly -- essentially keeping the consumers in focus. It is all about inculcating reasons, justifications, faith, trust and desire for the brand in the minds of consumers.

 

excerpts from the:  Presentation on Swing-along

 
 

 

 

 
 

Complementing the tasks on the product front, brand building includes creating superior-to-competition infrastructure, systems, and practices for conducting the business across functions. The tasks across functions should be conducted in such manner as to become useful identity elements for the brand. Company's abilities, character and style of operation matter a great deal in constructing brand worthy superiority across business functions.

excerpts from the:  Presentation on Swing-along

 

# 00

Brand / strategies

     

# 00

Brand / extension

On an extension, the task is loaded with twin responsibilities. One, to effectively derive power of image and substance from the brand, and two, to ensure that the new business would gradually contribute to the equity of the brand extended - - or at least sustain it unblemished. Mutual transferability of values progressively is the essence of brand extension. Lack of meaningful fit can only peel precious equity off the brand.

 Excerpt from the article:   Kingfisher Airlines - Cropping Feathers?

 
 

 

 

 
 

Though it may sound strange, much of the branding happens from consumers' observations of the actions of the company that are executed without conscious concern for the brand and ironically, hardly does it happen from the orchestrated communications companies customarily indulge in - - to objectively impact the brand.

 Excerpt from the article:  Zapak - the new slang

# 00

Brand / communication

     

# 00

Brand / rules

Brands thrive or perish by the perceptions of people which are formed out of a set of strong attributes. While positive attributes that build-up the brand equity are hard to create and call for perpetual reinforcement, negative ones stick fast and hard.

 

Excerpts from the article - Bottling Vanishing Businesses

 
 

 

 

 
 

When product quality can be taken for granted, consumers lean on values otherwise to associate with the brand. In that sense anything that thrills, stimulates and is enjoyable can be reason enough. They look for it in products, style of functioning, advertisements and other campaigns.

 

Excerpts from the - Presentation on Swing-along

# 00

Brand / strategies

     

# 00

Brand / strategies

The foremost task in creating Brand Equity is to offer superior products.  Everything in a business revolves around the purpose of providing useful quality products. As a perpetual work, the task involves ascertaining the consumers' wishes constantly and thus try to offer superior products as may be possible. Incremental product innovations do substantially add to brand equity. 

 

excerpts from: Presentation on Swing-along

 
 

 

 

 
 

I am ever skeptical on things that defy thumb rules, particularly when they hit you very convincingly. Only way to duck such influence is to test it being doubly doubtful. The campaign presents twin topics for thinking. The very campaign, in terms of appropriateness of the adoption and the long-term suitability of the approach for software companies.

 

excerpts from the article:  The (Brand) is within brackets

# 00

Brand / beliefs

     

# 00

Brand / promotion

Effective promotion programs, by rule, should sound simple to the consumers. But the task of creating one (simple one) should be essentially complex -- enough to cause the expected positive impact.

 Excerpt from the Presentation on:  Swing-along

 
 

 

 

 
 

All else remaining common, name can make the task easy, hard or even impossible. With the brand known, it is easier to tell the chances when it is extended. Inapt extension can brew unfit strategies and mismatching strategies can devalue the brand.

 Excerpt from the article:  Kingfisher Airlines - Cropping Feathers>

# 00

Brand / extension

     

# 00

Brand / rules

Solutions to business problems can surely come from hearing out the brand commands but seeking it by changing the fundamentals of the brand beyond its intrinsic scope can only render the business without the prime source of long-term direction thereby cutting its chances in the market rather drastically.

 

 excerpts from the article:   Mating Kingfisher

 
 

 

 

 
 

Positive aspects of a brand yield progressively in tune with the extent of awareness and by the same rule negative elements would hurt too, progressively.

 

excerpts from the article: Zapak - the new slang

# 00

Brand / rules

     

# 00

Branding / beliefs

I guess, branding tops among the management sciences in influencing flawed decisions with conventional beliefs - probably because of being a subject which is vastly misunderstood, in spite of the huge hype it sucks ...

 excerpt from the article: The Ghost Prevails