Changing the branding game

MUMBAI: Britain based brand consultancy Wolff Olins has released a report titled ‘Game Changers’ that talks about the five behaviours that are changing the future of the business.

Conducted across 500 people and 14 countries, the study examines today’s high-growth businesses and tries to understand what sets them apart. It also explores how some companies like Tata, Unilever, Hero, Adani, Ashok Leyland, Google, Skype, General Electronics, Microsoft and Tata Docomo are changing the way the game is played and thereby shaping the future of business.

The Game Changers report talk about how five laws of branding have been morphed to cater to the contemporary paradigm based on five new realities based on the consumer-brand relationship.

While according to the old methods of branding ‘the mission of branding is to defend a positioning’, the new law states that a brand needs to ‘define its purpose beyond profit.’ This new definition is based on the reality that there is a shift in attidues from businesses being ‘corporate citadels’ to becoming ‘corporate citizens’. The Edelman Good Purpose study conducted in 2010 also revealed that 86 per cent global citizens gave equal importance to the business interests of a company and it contribution to the society.

Similarly, the role of branding in persuasion is also changing. While earlier branding was meant to persuade people to buy the product/service, the present day TG has transformed into a creator from his role as a consumer. According to the Game Changers study, 25 per cent of leaders believe that the the company’s usefulness is more important than the growth factor while 40 per cent believe in offering consumers flexibility and personalization options in order to be more useful to them.

In other words, the thrust has shifted from making people want things to making things people want. Thus, from a persuasion tool, the focus is now on making the brand a useful platform where people can come and do things and interact.

The third guideline of branding that is now seen as obsolete is ‘the essence of branding Is consistency.’ The new reality is that brands are now changing from steady state to constant revolution. The study also states that the developing markets are more adventurous when it comes to experimentation. Thirty four per cent Asian market leaders are confident that experimenting with the brand will result in growth.

Take for example Google. The search engine’s homepage is in a state of flux as the ‘Google doodle’ changes from time to time to commemorate events, remember people and celebrate occasions. A similar thing is observed in case of retail as a tweak in the store design or the brand communication is sure to grab eyeballs and initiate conversations about the brand. The new law, thus, states, ‘use your brand to constantly innovate.’

The fourth postulate of branding that has evolved through time deals with ownership. The old concept of ownership of brand stated that branding is about asserting ownership. The new age branding mantra, however, reads, ‘share your brand and be boundayless.’

This shift can be attributed to the fact that brands are increasingly adopting the constellation model of organization from the corporate model. Be it Amazon or the Android technology, these companies are made of clusters of small to medium sized entrepreneurs who are also users and the combined efforts of these entities make the brand strong. The survey states that highly networked enterprises have 50 per cent more chances of gaining market share as opposed to their less networked competitors and also report higher profit margins.

Lastly, the idea of controlling the brand is becoming disregarded with speed. The evolved notion with regards to control of the brand is that creativity is more important than strategy. Fifty four per cent of CEOs said that creating new business models is a priority in their company’s innovation portfolios. This model is already followed by the likes of microblogging site Twitter and Lego. In case of the former, many features on the site have been developed by users. Hence, the new law with regards to controlling the brand is to use it to inspire new ways to be value creative.

In summary, the old concept of using a brand for positioning, persuasion, consistency, ownership and control is now being replaced by making it purposeful, useful, experimental, boundaryless and value-creative. In other words, many terms related to branding will see a sea change. For example has been has become could be, differentiation is being replaced by relevance, positioning has taken a back seat and the role a brand plays in the society has take center stage and cost is secondary and value is important.

Latest Reads
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories