MAM

Corporate Image Mythology

As e-commerce matures, it opens a great door for smart marketing based on some fundamental laws of common sense, which should address bringing out honest and clean messages to ease the pain of the customers. Smart messages with powerful names will grow in time, and don't require permanent, expensive fireworks support to attract customers.

There are three common myths about corporate image and name identity: Big money will buy you a big image, customers are just sheep, and constant bombardment will bring constant sales. Corporate image and name identity form the backbone of any business. Without them there will be no growth, no IPOs, no M&As. It is critical to understand how to play this game, blindfolded or with clear vision.

Let's explore some of this mythology.

Blowing on an Image

Traditionally, the branding advice has been that a big branding budget coupled with a big blowout fireworks will ensure a great corporate image and identity. Sure, it worked in the 1960s or 1980s, but not in the “years of the zeros” during 2000 to 2005 and beyond.

There has been a serious meltdown and erosion in this thinking. Today, big spending cannot guarantee a big image. The real truth is often traveling much faster than the sugar-coated image. Now it is necessary first to put the result in front to match the talk about the image.

Money helps to get some of the things in motion. However, "the bigger the amount, the bigger the image" is a thing of the past. Today, the right money with the right image and corporate performance will bring out a great corporate identity. Take a look at Google; it had no advertising agency, and simply relied on shoestring marketing with smarts and record-breaking performance. Now it is the top brand in e-commerce, all without any big branding bucks.

There are thousands of corporations exploring such strategies, while hundreds of others with thousands of dollars a day in branding budgets are still scratching their heads and going nowhere. Branding costs are there to help, but the idea that unlimited budgets will give you unlimited growth is just a myth.

Are Customers Really Sheep?

Big agencies believe that consumers are large herds of sheep and will follow to any creative exploitation, and for that reason, they encourage wild and bizarre campaigns.

Perhaps it was true in the past, as until recently, customers simply followed the wind and worshiped the sun; anything shining was good enough to follow. Not today. Now they are very clever and overly exposed -- stalking for the best deals, ignoring the lure while frustrated by the crazy blast.

All customers want is simple name recognition as a calling device, something to remember and something easy to type. The rest of the fanfare is lost in the multi-media jungle. Today, the key is marketing one-to-one, delivered with some clarity and respect. Today, success through wild branding fanfare to the masses, as if they were all sheep, is just a myth.

Bombardment of Messages

How much bombardment of the message is required until the masses have succumbed? How often should a name be repeated in a commercial before they can recall a name, and how often should they be jolted with shock before they are all mesmerized?

Hypnotized or dazed the customers might be. However, often for other reasons, like the daily grind of life, they are not buying the old beaten up mantra of repetitiveness. The more you repeat the dysfunctionality of a message, the more they shut out.

A simple, clean message is more than enough. A clean corporate identity message with a sharp name designed to simulate their needs rather than make fun of their intelligence is what's required.

The old concept of "thousands of repeated ads will get thousands of orders" might have worked in the past, but not today. The radio age or the TV age was responsible for this thinking, but not now, as in this cyber age it is a one-to-one format. The idea that repetitive messages will bring repetitive success is just a myth.

As e-commerce matures, it opens a great door for smart marketing based on some fundamental laws of common sense, which should address bringing out honest and clean messages to ease the pain of the customers. Global cyber-branding demands the application of proper rules.

Smart messages with powerful names will grow in time, and don't require permanent, expensive fireworks support to attract customers. Today, corporate identity requires a serious re-evaluation and, most importantly, it must be done in light of all this mythology.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Tanmay-Mohanty_0.jpg?itok=2GxsCYqy
India among top 10 contributors to ad spend growth: Zenith Ad-Ex Forecast

MUMBAI: Publicis Media Company Zenith has just released its new Advertising Expenditure Forecasts in which it predicts that global ad expenditure will grow 4.4 per cent in both 2016 and 2017, reaching USD 566 billion by the end of 2017. Zenith predicts that ad expenditure growth for India in 2017...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Kaizad-Pardiwalla.jpg?itok=dPS1-SUV
Jack in the Box Worldwide appoints Kaizad Pardiwalla as president

MUMBAI: Integrated communications agency, Jack in the Box Worldwide, a part of The 120 Media Collective, has appointed Kaizad Pardiwalla as president, with the aim to lead its ambitious growth strategy. Kaizad, who joins from Orchard Advertising, where he was Chief Operating Officer. He will report...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Sam-Balsara.jpg?itok=oWuQGGuS
'Name and shame delinquent channels'

MUMBAI: Media buying and planning (advertising) agencies and brands reacted strongly or cautiously when it came to commenting on famous yet delinquent television channels suspected of wrongdoing by India's only TV ratings points (TRP) body. Broadcast Audience Research Council (BARC), the only...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/keegan-pinto.jpg?itok=aXxgzasY
Pinto new creative head - FCB Ulka (West), NCD - branded content

MUMBAI: In a significant development, FCB Ulka today announced the appointment of Keegan Pinto as Creative Head - FCB Ulka (West) and National Creative Director - Branded Content. In this role, Keegan will be responsible for enhancing the creative quotient and strengthening the creative...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/07/Pooja-Verma.jpg?itok=RhcxGMV6
Branded Content isn't all about visibility: Maxus ESP's Pooja Verma

MUMBAI: Gone are the days when brands would like a piece of popular content and sponsor it, or spend some marketing budget over product placements. It starts with finding out the brand objectives first and matching it with the relevance of the content. It is not limited to a movie association...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/LetsShave%2C.jpg?itok=HEwjHBDO
LetsShave, a grooming statement

MUMBAI: It’s groovy, it’s uber cool and it’s funny. LetsShave.com's new promotional video, which was recently released, has all the elements of the new age men’s world. In an event held in Chandigarh, LetsShave Team and the invitees couldn’t resist shaking a leg as the goofy video played on a...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Posterscope-800x800.jpg?itok=oWCkFE8D
Posterscope shines at Global Marketing Awards

MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Julie-Woods-Moss800x800.jpg?itok=e6xxWQVk
Tata Communications celebrates 'spirit of India'

MUMBAI: Tata Communications, a leading provider of A New World of Communications™, today announced the launch of a major multi-channel brand campaign in India. Designed to highlight the company’s diverse services portfolio that enables digital transformation for businesses and its contribution to...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Narendra-Modi.jpg?itok=hokfV4rW
Demonetisation: Paytm & SBI most talked about on Twitter and Insta

MUMBAI: It’s been close to a month since PM Narendra Modi announced the demonetisation of higher currency notes and the buzz around the topic hasn’t receded still. After all, several sections of the market remain affected by the scarcity of liquidity in the economy.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories