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Who is your most important target audience?
This was a very interesting insight. Nanda says it is key to first
motivate your employees and make them understand what their brand
stands for. Interestingly, the only serious TVC, made by Starbucks
till date was never aired. Why? They didn't need to as their target
audience was their employees. The experience is the USP of Starbucks,
and hence their employees need to be motivated enough as well as
have a fair understanding of their own brand.
A client (undisclosed) came to ANC worried that his brand name
was a generic, and that many fakes had sprouted in the market. After
analyzing the situation, Nanda explained that the clients' lame
excuse for their own lack of self esteem. ANC conducted an internal
motivation programme by creating ads for the company staff.
An extremely thoughtful way of dealing with the problem. The key
learning here - understanding the culture of the company will help
you sell your ads well.
A funny point brought to notice was Banks' who make tall claims
as to ' We understand you better' sprawled across newspapers, when
you get calls asking if you would be interested in a credit card
or a housing loan not knowing you are already an existing client
of the company. There, ads then stand alone as totally inane, failing
to make not even a remote connect with the customer.
Moving onto tackling marketing issues of clients, Nanda asked an
extremely interesting question.
"What's the single biggest breakthrough in the FMCG sector
in India in the last decade?"
Surprisingly, it did not come from the HLLs or the P&Gs, but
a small company in the south, with the debut of Chik shampoo in
the service package format. (1 Rs sachets).
Which brought him to the packaging front, which is currently an
ignored frontier. A case study which brings this out the best is
the Heinz packaging which had labels on the bottle with funny messages.
A mass brand with a brilliant concept.
What a brand brief won't tell you?
The evolution of the brand, the remarkable malling ( Malls explosion)
taking place and the upcoming markets and the multibrand store.
Therefore, one of the most strategic questions a client asks today
is 'How do I get a customer into a stand alone shop with the increase
of multibrand stores?'
Lee handled this by setting up a designer store in terms of the
appeal value of their store. They redesigned it, ensuring that it
would lure customers into walking into their shop. Smart innovation
and an alternative for advertising. Works out, the concept did very
well for Lee in Delhi.
Another important pointer was urban spaces, "If you look at
the urban space as the media space then it leads to a variety of
distinct openings.
The work of marketers offers for greater creative opportunities
than just advertising. Grab them says the man.
Moving on to the progression of copies in today's age, Nanda says
taking the example of Diesel, the international research company,
the copy is subservient to the stylized mode. The copy in essence
spoofs stereotypes and the work is a complete reflection of the
owners.
Advertorials is another avenue that lend themselves to a great
copy. Other examples which could be great advertising avenues were
annual reports, visiting cards, signages to name a few.
The final urge of the session as well as the 'The Block' itself
was because so much powerful advertising that is happening around,
brands today are failing to fit the connect of a brand in a consumers
life. Look beyond, were the man's golden words.
And…. That was the conclusion of 'The block' series. Speaking
to the young creative minds who attend the sessions, there seemed
to be united on one front, " 'The Block' was definitely value
for money."
Three cheers to the triple A's of I.
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