A strategic instigation around What is a brand & what is brand building and most importantly why it makes business sense to build a brand... An instigation, which does not cover all the advantages, but a poignant few which hopefully help convince you about the power of brand and the need to undertake brand building!

2. Get
Ins(gated…
Brand
Building
An
overview

3. Get
Ins(gated…
Some
of
the
successful
brands…

4. Get
Ins(gated…

5. Get
Ins(gated…
But
what
is
a
brand?

6. Get
Ins(gated…
A
lot
of
people
think
that
a
brand
is
simply
a
logo
or
symbol.
However,
whilst
a
brand
often
includes
a
logo
it
is
also
defined
by
specific
fonts,
colour
schemes,
symbols,
and
even
sound.
All
these
elements
are
developed
to
collectively
represent
implicit
core
values,
ideas,
and
even
personality
or
tone
of
voice.
It
also
includes
how
you
present
yourself
to
your
customers
-­‐
how
you
answer
the
telephone,
the
signage
at
the
main
entrance
to
your
office
or
shop
front,
any
promotional
items
or
banners,
the
uniforms
your
staff
wear,
any
promotional
items,
newsletters
or
banners
that
are
used
internally
and
externally.
ALL
these
elements
together
form
the
basis
of
your
overall
brand.

7. Get
Ins(gated…
3
popular
types
of
brands
• Service
brand-­‐
this
brand
is
built
on
knowledge,
culture,
and
experience
that
one
has
with
the
service
delivering
agency/company/people.
Think
of
Geek
Squad
or
Molly
Maid
• Retail
brand-­‐
this
brand
is
built
on
a
mixture
of
products
and
service
experience.
Think
of
Chick-­‐fil-­‐a,
Kroger,
or
KFC
• Product
brand-­‐
is
built
on
the
experience
that
one
has
with
a
specific
product.
Think
of
Nike,
Ford,
or
Sony

8. Get
Ins(gated…
What
is
brand
building?

9. Get
Ins(gated…
There
is
no
one
definition
that
actually
captures
the
essence
of
brand
building
in
its
entirety.
Many
people
think
that
brand
building
is
all
about
communicating
and
exposing
your
brand.
That
is
just
one
side
of
it.
The
best
way
we
can
define
it
is
that
it
is
a
process
of
creating
value
to
consumers.
It
encompasses
all
things
that
consumers
know,
feel,
and
experience
about
your
business
in
its
entirety.

10. Get
Ins(gated…
Process
involved
in
Brand
Building
• Define
your
brand
• Differentiate
and
position
your
brand
(or
even
better
purpose’fy
your
brand)
• Build
and
expose
your
brand
• Personalize
your
brand
• Review
your
brand

11. Get
Ins(gated…
Define
your
brand
This
is
a
very
critical
step
as
it
ultimately
determines
what
your
brand
truly
stands
for.
When
defining
your
business
brand,
you
should
create
a
checklist
of
its
core
strengths.
Similarly,
if
you’re
defining
a
personal
brand,
you
should
look
at
the
skills
and
expertise
that
you
possess
especially
those
which
stand
out.
On
the
same
token,
you
also
need
to
know
what
your
brand
stands
for
and
what
is
important
for
your
brand
(brand
values).
Your
values
should
in
one
way
or
another
show
that
you
are
contributing
to
environmental,
social,
and
economic
well-­‐being
of
consumers.
You
have
to
look
at
it
objectively
to
understand
the
important
aspects
of
brand
building

12. Get
Ins(gated…
Differentiate
and
Position
your
brand
Before
embarking
on
brand
building,
you
have
to
take
time
to
differentiate
it
so
that
you
can
attract
attention
and
stand
out
from
competitors.
To
differentiate
your
brand,
you
have
to
create
a
unique
advantage
in
the
mind
of
consumers
not
merely
getting
attention
by
brand
building
colours
or
logos
or
other
superficial
elements.
Once
you
come
up
with
a
unique
value
proposition,
you
should
use
a
good
branding
strategy
to
position
your
brand
in
a
way
that
will
help
consumers
see
and
appreciate
the
greater
value
of
your
brand
over
competing
ones
in
the
market.
Or
even
better,
based
on
the
value
you
can
uniquely
deliver,
craft
a
purpose
which
participates
in
people’s
lives
and
engages
them,
rather
than
shouts
out
your
positioning
at
them.

13. Get
Ins(gated…
Build
and
Expose
your
brand
Brand
building
is
not
a
one
off
thing.
Building
a
unique
and
powerful
personal
or
business
brand
takes
time
and
consistency.
To
build
your
personal
brand,
you
have
to
keep
reinforcing
your
values
and
skills
by
taking
up
new
roles
and
assignments
that
will
give
you
more
exposure.
Alternatively,
you
can
use
promotional
channels,
blogs,
forums,
and
social
media
(LinkedIn,
Twitter
and
Facebook)
to
create
a
voice
for
your
personal
or
business
brand
When
building
your
brand,
you
should
also
endeavour
to
develop
brand
personality
(what
people
know,
think,
and
say
about
you
&
how
as
a
brand
you
behave).
This
is
what
drives
or
motivates
people
to
identify
with
and
engage
with
your
brand.
The
truth
is;
if
you
execute
your
brand
building
strategies
consistently,
then
you
will
easily
establish
a
pattern
that
will
forever
be
associated
with
your
brand
name

14. Get
Ins(gated…
Personalize
your
brand
If
you
want
your
brand
building
campaign
or
brand
to
be
successful,
then
you
have
to
personalize
it.
It
is
important
to
give
your
brand
an
identity.
Let
consumers
see
and
experience
the
personality
of
your
brand
in
its
entirety.
Look
at
your
brand
as
something
that
a
consumer
wants
to
identify
with
pretty
much
as
they
would
with
their
favourite
cars,
cell
phones,
or
computers
As
you
engage
in
brand
building,
you
should
also
invite
customers
to
be
co-­‐creators
of
brand
values
so
that
they
can
feel
that
they
also
own
it
and
relate
with
it.
Top
brands
encourage
consumer-­‐brand
interaction
by
personalizing
products
to
meet
the
needs
and
preferences
of
consumers.
When
you
personalize
your
brand,
you
give
consumers
reason
to
participate
and
engage
with
your
brand
for
a
lifetime

15. Get
Ins(gated…
Review
your
brand
Your
brand
is
not
static;
it
will
go
through
a
range
of
motions
in
its
lifetime.
Depending
on
your
brand
strategies,
your
brand
will
either
grow
in
strength,
or
remain
dormant,
or
recede
with
time.
In
the
brand
cycle,
new
events,
changes,
and
circumstances
bring
challenges
and
opportunities
to
enhance
the
value
of
your
brand
or
re-­‐establish
it.
All
these
possibilities
should
give
you
the
impetus
to
take
charge
of
your
brand
building
activities
As
your
brand
name
grows,
so
do
the
responsibilities
and
expectations
to
continue
with
brand
building.
The
best
way
of
ensuring
brand
growth
is
reviewing
your
activities
and
evaluating
your
successes
through
metrics
such
as
levels
of
brand
awareness
and
levels
of
engagements.
Regular
reviews
will
help
you
seize
and
exploit
new
opportunities
while
upholding
your
commitment
to
remain
true
to
your
vision
and
brand
strategy.
It
will
also
help
you
steer
your
brand
in
the
right
direction
and
keep
it
relevant
as
you
move
into
the
future

16. Get
Ins(gated…
As
you
can
see,
brand
building
is
not
a
one
off
thing.
You
have
to
define
your
brand,
differentiate,
present
it,
and
review
what
your
brand
stands
for
from
time
to
time.
It
is
very
important
to
be
clear
about
your
branding
strategies
and
how
you’re
going
to
implement
them.
You
should
also
adopt
brand
strategies
that
will
add
value
to
your
consumers
and
help
them
develop
the
right
impression
of
your
company
and
what
it
truly
stands
for.

17. Get
Ins(gated…
Why
do
you
need
brand
building?

18. Get
Ins(gated…
Brands
are
psychology
and
science
brought
together
as
a
promise
mark
as
opposed
to
a
trademark.
Products
have
life
cycles.
Brands
outlive
products.
Brands
convey
a
uniform
quality,
credibility
and
experience.
Brands
are
valuable.
Many
companies
put
the
value
of
their
brand
on
their
balance
sheet.

19. Get
Ins(gated…
Brand
building
is
essential
to
enhance
the
brand
equity.
Let’s
look
at
a
few
examples….

20. Get
Ins(gated…
When
Tata
Motors
of
India
bought
Jaguar
and
Range
Rover
from
Ford,
what
did
they
buy?
Factories?
Raw
Materials?
Employees?
No,
Goldman
Sachs
and
Morgan
Stanley
helped
Ford
sell
the
brands
to
Tata
for
$2.56
billion,
and
the
brands
were
worth
more
than
all
other
ingredients
combined

21. Get
Ins(gated…
Likewise,
when
Kraft
bought
Cadbury
for
$19.5
Billion
what
did
they
buy?
The
chocolate?
The
factories?
The
recipes?
The
candy
makers?
No
they
bought
the
brands.

22. Get
Ins(gated…
And
when
Four
Seasons
Hotels,
Inc.,
a
Canadian-­‐based
international
luxury,
five-­‐
star
hotel
management
company,
sold
itself
to
Bill
Gates
and
and
Prince
Al-­‐
Waleed
bin
Talal
of
Saudi
Arabia
for
$3.8
billion
what
did
they
buy?
Locations?
Restaurants?
Staff?
Beach
front
property?
No
they
bought
the
brand.

23. Get
Ins(gated…
The
list
goes
on
with
many
examples
such
as
InBev
acquiring
Budweiser
to
add
to
their
house
of
brands
that
includes
Stella,
Becks
and
Labatt.
Or
Geeley
Motors
of
China
acquiring
cult
Swedish
Auto
brand
Volvo.
Or
Mahindra
of
India
buying
Ssangyong,
Korea’s
third
largest
car
company.
Branding
is
fundamental.
Branding
is
basic.
Branding
is
essential.
Building
brands
builds
incredible
value
for
companies
and
corporations.

24. Get
Ins(gated…
Another
example
to
demonstrate
the
Power
of
brand
building

25. Get
Ins(gated…
The
dollar
is
a
world
brand.
In
essence
it
is
simply
a
piece
of
paper.
But
branding
has
made
it
valuable.
All
the
tools
of
marketing
and
brand
building
have
been
used
to
create
its
value.
On
the
front
you
will
find
the
owner
of
the
brand:
the
Federal
Reserve.
There
is
a
testimonial
from
the
first
President
of
the
United
States,
George
Washington.
There
is
a
simple
users
guide:
“This
note
is
legal
tender
for
debts
public
and
private.”
And
if
you’re
still
not
convinced,
the
owner
has
added
the
all
important
emotional
message:
“In
God
We
Trust”.
The
dollar
is
a
world
brand.
It
confers
a
uniform
value
globally.
In
reality
it’s
just
a
piece
of
paper.
Branding
has
made
it
worth
something.

26. Get
Ins(gated…
In
today’s
world
Brand
is
more
important
compared
to
the
past..

27. Get
Ins(gated…
• The
world
has
come
online
and
there
are
many
new
markets
and
a
growing
middle
class
in
places
like
India,
China,
Brazil,
Russia,
South
Africa,
Nigeria,
Indonesia
and
in
many
more
places.
These
consumers
buy
brands.
They
buy
premium
brands.
The
best
branding
today
is
based
on
a
strong
idea.
The
brand
through
its
creativity
(communication,
product
innovation,
etc.)
need
to
break
through
people’s
wall
of
indifference
and
create
a
brand
heat
• For
example,
the
Chrysler
Group’s
2
minutes
commercial
with
Clint
Eastwood
at
Super
Bowl
boosted
brand
awareness
by
2700%
within
24
hours
of
being
‘aired’
in
2012.
Also
the
same
in
2011
at
Super
Bowl
with
Eminem
raised
brand
consideration
by
267%
for
all
Chrysler
Group
products
• No
matter
in
which
corner
of
the
world
a
person
reside,
your
brand
is
visible
to
all
due
to
online

28. Get
Ins(gated…
• The
world
has
changed.
We
are
now
living
in
the
age
of
uprisings
and
movements.
Now
building
brands
has
become
a
lot
less
expensive
and
smart
brands
can
take
advantage
of
new
tools
and
rocket
up
there
globally,
very
fast
• In
the
face
of
the
current
economic
challenges,
it’s
worth
noting
that
brands
do
better
in
tough
times
compared
to
unbranded
products.
Brands
outlive
product
cycles.
And
in
these
challenging
times,
there
are
still
great
brands
being
built.
Brand
owners
still
recognise
opportunity
and
their
brands
will
thrive
in
the
years
ahead

29. Get
Ins(gated…
• No
branding,
no
differentiation.
No
differentiation,
no
long-­‐term
profitability.
People
don’t
have
relationships
with
products,
they
are
loyal
to
brands.
• Brands
have
a
purpose
that
people
can
get
behind.
Brands
can
inspire
millions
of
people
to
join
a
community.
Brands
can
rally
people
for
or
against
something.
Products
are
one
dimensional
in
a
social
media
enabled
world,
brands
are
Russian
dolls,
with
many
layers,
tenants
and
beliefs
that
can
create
great
followings
of
people
who
find
them
relevant.
Brands
can
activate
a
passionate
group
of
people
to
do
something
like
changing
the
world.
Products
can’t
really
do
that.

30. Get
Ins(gated…
Let’s
have
a
look
as
some
recent
examples…

31. Get
Ins(gated…
"What
Xerox
is
to
photocopier
and
Colgate
to
toothpaste,
Maggi
is
to
noodles
in
India."
The
Economic
Times,
a
prominent
newspaper
in
India,
in
2003.
"Maggi
is
the
leader
in
the
Instant
Noodles
category
because
it
is
constantly
improving
its
understanding
of
the
consumer
to
give
them
excellent
and
tasty
products
that
provide
nutri@on,
health,
and
wellness."
Mar(al
Rolland,
chairman
and
managing
director,
Nestlé
India
Ltd.,
in
2006.

32. Get
Ins(gated…
Nestlé
India
Ltd.
(NIL),
the
Indian
subsidiary
of
the
global
FMCG
major,
Nestlé
SA,
introduced
the
Maggi
brand
in
India
in
1982,
with
its
launch
of
Maggi
2
Minute
Noodles,
an
instant
noodles
product.
With
the
launch
of
Maggi
noodles,
NIL
created
an
en@rely
new
food
category
-­‐
instant
noodles
-­‐in
the
Indian
packaged
food
market.
Because
of
its
first-­‐mover
advantage,
NIL
successfully
managed
to
retain
its
leadership
in
the
instant
noodles
category
even
un@l
the
early
2000s.
Over
the
years,
NIL
extended
the
Maggi
brand
to
a
variety
of
culinary
products
like
soups,
sauces
and
ketchups,
and
cooking
aids
among
others.
However,
these
product
extensions
were
not
as
successful
as
the
instant
noodles.
In
2005,
NIL
started
offering
a
range
of
new
'healthy‘
products
under
the
Maggi
brand,
in
a
bid
to
aZract
health-­‐conscious
consumers.

33. Get
Ins(gated…
• Nestlé
India
Ltd.
(NIL),
promo@ons
posi@oned
the
noodles
as
a
‘convenience’
product
for
mothers
and
as
a
‘fun’
product
for
children
• Noodle’s
tagline,
‘Fast
to
Cook,
Good
to
Eat’
was
based
of
its
posi@oning
• Effec@ve
tagline
communica@on
–
‘Adds
flavour
to
Life’
• It
is
an
Indian
customer’s
psyche
that
“whatever
looks
good
and
feels
good
would
be
of
good
quality”
so
Maggi
packs
have
been
designed
keeping
in
mind
the
same
concept

34. Get
Ins(gated…

35. Get
Ins(gated…
Maggi
roped
in
celebri@es
such
as
Madhuri
Dixit
and
Amitabh
Bachchan
which
would
connect
with
the
consumers
in
India.
As
a
result
the
personality
traits
of
these
celebri@es
got
transferred
to
the
brand.

36. Get
Ins(gated…
As
a
brand
Maggi
created
an
impact
with
its
consumers
and
became
a
trusted
household
name
in
India

37. Get
Ins(gated…
Controversy…
At
the
end
of
May
2015,
India’s
Food
safety
administration
(FDA)
ordered
Nestlé
India
to
recall
its
popular
2-­‐minute
Maggi
noodles
after
tests
showed
that
the
product
contained
high
levels
of
lead
and
MSG

38. Get
Ins(gated…
As
a
result
Maggi
started
conversing
to
its
consumers
digitally
at
every
stage
of
this
controversy…

39. Get
Ins(gated…
They
interacted
with
the
consumers
and
answered
every
query…

40. Get
Ins(gated…
Nestlé
engaged
in
an
active
dialogue
with
customers
on
social
media
channels
Facebook
and
Twitter.
As
well
as
this
the
company
created
a
FAQ
page
on
the
official
Nestlé
website
to
answer
all
questions

41. Get
Ins(gated…
In
the
end
on
4th
June,
2015
Nestle
made
an
announcement
that
they
have
recalled
all
Maggi
products
produced
in
India.
Nestlé
CEO
Paul
Bulcke
spoke
to
the
media
and
said
that
“We
are
working
with
authorities
to
clarify
the
situation
and
in
the
meantime
Nestlé
will
be
withdrawing
Maggi
noodles
from
shelves.”
On
16th
June,
2015
Nestle
decided
to
destroy
more
than
$50
million
worth
of
Maggi
noodles
in
India
after
they
were
deemed
unsafe
by
regulators.
Finally
in
August,
2015
Maggi
was
cleared
of
all
charges
as
the
test
revealed
Maggi
noodles
do
in
fact
comply
with
national
food
safety
standards.

42. Get
Ins(gated…
Maggi
–
Current
Scenario
• Maggi
despite
such
a
debacle,
gained
50%
market
share
within
6
months
of
re-­‐entering
the
market
• This
was
purely
possible
because
of
the
love
and
trust
people
have
for
the
brand
• It
took
years
for
Maggi
with
its
constant
interactions
with
consumers
over
the
years
to
build
the
trust
and
love
for
the
brand
• Brands
over
a
period
of
time
is
seen
as
individuals,
for
many
Maggi
is
their
best
friend
whom
they
can
depend
upon
and
they
will
forgive
it
for
any
of
its
mistakes
• This
is
the
kind
of
impact
a
brand
can
create
with
the
consumers

43. Get
Ins(gated…
Cadbury
began
its
operations
in
India
in
1948,
where
today
the
company’s
name
has
become
synonymous
with
chocolate.
Cadbury
India
(“Cadbury”)
commands
a
70%
share
in
the
Indian
chocolate
market,
and
is
a
significant
player
in
the
chocolate
category.
Thirty
million
bars
of
Cadbury
Dairy
Milk
chocolate
bars
are
bought
every
month.
In
June
of
2003,
Cadbury
was
the
only
multinational
to
be
identified
as
one
of
India’s
Best
Managed
Companies
by
Business
Today
1,
and
Business
World
ranked
Cadbury
among
the
Best
Workplaces
in
India.
Cadbury’s
strong
relationship
with
its
customers
seemed
unshakeable
Despite
a
slowdown
in
the
fast
moving
consumer
goods
(FMCG)
sector
in
India,
Cadbury
was
among
India’s
fastest
growing
companies
in
2000’s

44. Get
Ins(gated…
The
brand
built
over
the
years
• In
1990’s
the
Indian
consumers
associated
Cadbury
Dairy
Milk
as
a
product
meant
for
kids
• To
change
this
perception
Cadbury
came
up
with
series
of
campaigns
starting
with
‘The
real
taste
of
Life’
to
encourage
people
to
bring
out
the
child
in
them
• Later
they
moved
to
the
social
acceptance
theme
line
–
‘Those
who
want
to
eat,
will
find
a
reason
for
it.’
Through
this,
Dairy
Milk
was
able
to
gain
an
acceptance
for
chocolates
among
the
adult
audiences
for
consumption
• After
this
Dairy
Milk
sought
to
achieve
the
difficult
objective
of
replacing
the
traditional
Indian
sweets
and
desserts
with
their
chocolates.
For
this,
Cadbury
ran
various
campaigns
under
'Kuch
meetha
ho
jaye',
including
two
campaigns
parallelly
-­‐
'Shubh
Aarambh'
and
'Meethe
mein
kuch
meetha
ho
jaye.‘

45. Get
Ins(gated…
• After
this
Dairy
Milk
sought
to
achieve
the
difficult
objective
of
replacing
the
traditional
Indian
sweets
and
desserts
with
their
chocolates.
For
this,
Cadbury
ran
various
campaigns
under
'Kuch
meetha
ho
jaye',
including
two
campaigns
parallelly
-­‐
'Shubh
Aarambh'
and
'Meethe
mein
kuch
meetha
ho
jaye.‘
• The
common
thing
for
all
the
campaign
that
Cadbury
focussed
was
on
the
Indian
customs
and
traditions
and
yet
they
gave
a
modern
and
contemporary
look
to
connect
with
the
people
• Today
Cadbury
is
a
trusted
brand
which
is
used
to
give
as
gifts
on
big
occasions
such
as
Diwali,
Rakshabandhan,
First
date,
on
an
achievement/success,
etc.
and
also
consumed
on
a
daily
basis.
Cadbury
is
not
seen
as
a
mere
chocolate
like
competition

46. Get
Ins(gated…
But
do
you
know
Cadbury
went
through
a
very
bad
patch
and
had
hit
rock-­‐bottom
in
2003
controversy?

47. Get
Ins(gated…
• In
October
2003,
just
a
month
before
Diwali,
customers
in
Mumbai
complained
about
finding
worms
in
Cadbury
Dairy
Milk
chocolates
and
the
Maharashtra
Food
and
Drug
Administration
seized
the
chocolate
stocks
manufactured
at
Cadbury's
Pune
plant
• Though
Cadbury
issued
a
statement
that
the
infestation
was
not
possible
at
the
manufacturing
stage
and
poor
storage
at
the
retailers
was
the
most
likely
cause,
but
the
FDA
didn’t
buy
that
saying
packaging
was
not
proper,
airtight
• The
heat
of
negative
publicity
melted
Cadbury's
sales
by
30
per
cent,
at
a
time
when
it
sees
a
festive
spike
of
15
per
cent.

48. Get
Ins(gated…
• Cadbury's
launched
project
'Vishwas'
-­‐
a
education
initiative
covering
190,000
retailers
in
key
states
and
in
Jan,
2014
they
invested
Rs
15
crore
(Rs
150
million)
on
imported
machinery,
Cadbury's
revamped
the
packaging
of
Dairy
Milk.
The
metallic
poly-­‐flow,
was
costlier
by
10-­‐15
per
cent,
but
Cadbury
didn't
hike
the
pack
price
• Simultaneously,
Cadbury's
roped
in
brand
ambassador
Amitabh
Bachchan
to
do
some
heavy
duty
endorsement
putting
his
personal
equity
on
the
line
for
the
brand
• The
recovery
began
in
May
2004,
and
by
June,
Cadbury's
claimed
that
consumer
confidence
was
back
• The
reason
for
Cadbury's
success
was
that
it
took
crisis
head-­‐on.
And
the
consumers
were
more
forgiving,
because
the
brand
enjoyed
an
emotional
equity
in
India

49. Get
Ins(gated…
• Santosh
Desai,
former
president,
McCann-­‐Erickson
says,
"The
nature
of
the
relationship
that
Cadbury's
has
built
with
the
consumer
is
responsible
for
latitude
the
consumers
are
giving
it.”
• "They
are
seeing
it
as
a
lapse,
not
a
breach
of
trust
-­‐
this
difference
is
key.
What
Cadbury's
set
out
to
deliver,
it
goofed
up
once
but
it
seemed
to
be
very
sincere
in
its
intent
to
get
things
right."

50. Get
Ins(gated…
Cadbury
–
Current
Scenario
• Cadbury
continues
to
lead
the
Indian
chocolate
market
with
over
70
per
cent
market
share
• They
are
catering
to
all
age
groups
from
5
to
60
years
old
• Is
an
alternative
to
traditional
Indian
sweet
and
desserts
and
falls
in
the
premium
segment
• Again
like
Maggi,
even
Cadbury
formed
a
relation
with
the
Indian
consumers
and
the
people
were
more
than
happy
to
let
go
of
Cadbury’s
mistake
• Brands
are
like
individuals,
Cadbury
as
a
brand
didn’t
hide
anything
from
the
consumers
and
kept
them
in
the
loop
in
every
process
• Only
brands
can
form
relationships
and
not
products

51. Get
Ins(gated…
• Brand
positioning
–
Vodafone
helps
people
enjoy
richer
communication
anywhere,
anytime.
Always
reliable,
always
easy,
always
great
value…passionately
delivered
• Brand
name/logo
–
Vodafone
logo
calls
it
‘speechmark
logo’
a
quotation
mark
in
a
circle,
with
the
O’s
in
the
Vodafone
logotype
representing
opening
and
closing
quotation
marks
and
suggesting
conversation.
The
logo
has
been
same
over
the
years
and
it
is
memorable.
The
red
colour
is
likeable
by
one
and
all
and
has
a
high
recall
value

52. Get
Ins(gated…
• Before
Vodafone
took
over
Hutch,
Hutch
had
made
a
good
impression
by
differentiating
its
services
from
competition
and
showcasing
the
same
through
ads.
Also
they
signed
2
class
acts
i.e.
Rahul
Dravid
and
Irfan
Khan
as
brand
ambassadors.
Do
you
remember
Irfan
Khan’s
“Hutch
ka
chota
recharge.”
This
created
an
impact
in
the
cluttered
telecom
industry
• Later
with
the
campaign
“wherever
you
go,
our
network
follows”
was
nicely
positioned
with
the
help
of
the
boy
and
the
pug.
This
created
the
love
for
the
brand
and
people
were
affectionate
towards
it,
also
Pug
became
famous
and
the
best
brand
ambassador
for
them
• Hutch
had
created
the
right
kind
of
brand
which
Vodafone
didn’t
want
to
disrupt,
therefore
they
came
with
a
campaign
showing
that
the
Pug
has
got
a
new
home
The
brand
built
over
the
years

53. Get
Ins(gated…
• The
company
again
used
the
PUG
to
tell
the
customers
that
they
really
respect
the
customers
and
feel
‘Happy
to
Help’
• Vodafone
then
thought
of
advertising
their
‘value
added
services’
e.g.
Easy
recharge,
callertunes,
internet,
roaming,
bill
payment,
SMS
packs,
music,
unwanted
calls
blocker,
etc.
and
this
time
they
created
a
new
character
called
ZooZoo.
• Each
ad
positioned
Vodafone
as
a
company
dedicated
to
provide
basic
and
Value
added
services
to
the
customers
in
a
manner
easily
understandable
and
accessible.
ZooZoo
has
become
a
great
marketing
story
and
is
one
of
the
best
examples
of
how
a
simple
character
becomes
the
identity
of
an
already
existing
brand.
It
caught
the
attention
of
the
consumers,
aroused
their
curiosity,
told
them
stories
and
undoubtedly
Vodafone
has
enjoyed
tremendous
gain
in
its
brand
image-­‐
thanks
to
these
loveable
creatures

54. Get
Ins(gated…
• The
recent
campaign
is
‘Power
to
you’
wherein
it
says
• "Power
to
you"
comes
together
with
new
services
that
bring
the
Internet,
the
email
&
social
communities
closer
than
ever
to
customers
• Enhanced
user
experience
of
email
and
Internet
on
the
mobile
phone,
through
the
service
“Vodafone
Internet
pe
Mobil”
which
now
integrates
the
Opera
Mini
browser
• Easy
email
access,
anytime
anywhere,
from
a
broad
variety
of
handsets.
• Together
with
the
new
brand
promise,
Vodafone
refreshes
the
IVR
for
easier
and
improved
customer
experience
• This
new
campaign
aims
at
positioning
the
company
as
a
service
innovator
by
promisimg
a
series
of
services
and
offerings
that
will
bring
Vodafone
customers
an
improved
customer
experience
and
better
opportunities

55. Get
Ins(gated…
Therefore
Vodafone
as
a
brand
comes
across
as
someone
who
is
affectionate,
lovable,
fun,
caring,
etc
Someone
who
is
not
selfish
and
will
always
be
by
your
side,
wherever
you
go
Vodafone
has
the
personality
of
the
dog,
faithfull,
always
following
wherever
you
go
and
that’s
what
customers
want
their
network
to
be
like

56. Get
Ins(gated…
A
research
was
conducted
among
metro
cities
in
India
on
telecom
industry…

57. Get
Ins(gated…

58. Get
Ins(gated…

59. Get
Ins(gated…

60. Get
Ins(gated…

61. Get
Ins(gated…

62. Get
Ins(gated…

63. Get
Ins(gated…
Vodafone
has
always
made
network
their
priority
through
their
communication

64. Get
Ins(gated…

65. Get
Ins(gated…

66. Get
Ins(gated…

67. Get
Ins(gated…

68. Get
Ins(gated…

69. Get
Ins(gated…

70. Get
Ins(gated…

71. Get
Ins(gated…
Even
though
people
feel
that
all
network
providers
such
as
Idea,
Vodafone,
Airtel
etc.
are
bad
and
Vodafone
provides
the
worst
call
rates,
they
still
forgive
Vodafone
because
of
the
brand
image
created
by
them
through
all
these
years.
The
Pug,
Zoozoo
create
a
bond
with
the
consumers.
They
feel
loved
by
them
and
though
they
may
get
pissed
by
the
Vodafone
network
they
would
never
want
to
change
due
to
the
relationship
developed
over
the
years

72. Get
Ins(gated…
These
examples
showcase
the
power
of
the
brand.
It
not
just
helps
you
to
differentiate
from
competition
but
also
helps
you
in
adversity

73. Get
Ins(gated…
In
a
highly
competitive
and
visual
led
market
place
the
'look',
styling
and
tone
of
your
brand
identity
is
essential.
It
should
reflect
the
personality,
ethos
and
spirit
of
the
organisation
while
visually
appealing
to
a
wide
audience.
The
power
of
a
brand
derives
from
a
curious
mixture
of
how
it
performs
and
what
it
stands
for.
When
a
brand
gets
the
mix
right
it
makes
us,
the
people
who
buy
it,
feel
that
it
adds
something
to
our
idea
of
ourselves.

74. Get
Ins(gated…
In
a
world
that
is
bewildering
in
terms
of
competitive
clamour,
in
which
rational
choice
has
become
almost
impossible,
brands
represent:
clarity,
reassurance,
consistency,
status,
membership.
In
fact,
everything
that
enables
a
human
being
to
help
to
define
themselves.
Brands
represent
personal
identity

75. Get
Ins(gated…
In
short,
your
brand
is
the
way
your
customer
perceives
you

76. Get
Ins(gated…
Rohan
Nair
(Sporty-­‐wolf)
Passionate
Cricketer,
Traveller,
Culture
Lover,
strategist
interested
in
semio(cs
&
design
thinking.
A
strategic
Ins@ga@on
compiled
&
provoked
by
Rohan
Nair.
You
can
feel
free
to
discuss,
debate
and
get
further
ins@gated
by
sending
a
howl
to
Rohan
at
rohan@wolfzhowl.com

77. Get
Ins(gated…
Hope
You
stay
instigated…howl!!