I am reading a book named Brand Harmony by Steve Yastrow. In this book, I came across a term called Brute Force Branding. This form of branding emphasize on a two-fold way to build brands. First, marketers have to break through the clutter to gauge the attention of consumers by being able to make the customers selectively perceive the brand. Second step is to expose the customers to advertisements enough number of times to impart learning about brand and thereby form attitude.
Well, this form of branding must have worked in past, but today's consumers is just not ready to buy on basis of advertisements. The reasons for such a shift can be attributed to reasons like cutomers having more choices than before, customers becoming more savvy and having access to information. As such, relying on ads isn't going to work for brand building.
Rather, customer wants harmony in terms of brand experience, that is, harmony in their experience with ads, brochures, salesforce, etc. and definitely with the product. That's how great brands are built, at least in the current scenario. We have brands like Nike, etc. that followed Brute Force Branding , but that's history now. Today's consumers are unreceptive to bombardment with ads and as such, they have to be convinced some other way. I really feel Brand Harmony is a great way to do so.
Posts
5 comments:
i agree with your notions.... people wont buy becase of ads...great brands can not be built over ads.. i feel brands can not be created...it should evolve..,
other one i want share with you is..i come across an ad in a local t v about some Pepper Spray and i felt that was not right medium to advertise as it is accessble to all viewers, product may pitch the sale but utility will not be solved...wat do think which is the best medium to create awareness.....
See, for creating awareness, local TV can be a good medium, but as its an FMCG product, sales are a function of POP (Point Of Purchase including visual merchandise etc. in retail outlets). I think product can be pitched on sales promotion with ads in local TV,etc. Why local..the reason being the low advertising budgets as it is local brand.
What say?
i think u got it wrong... by Pepper Spray i dint mean a food ingredient...it is a self defence product for working women (eg-chilligaurd.com)esp who works in the night shifts... unlike FMCG...i feel der should some differnt ad strategy to reach the segment..
Well, I really have no clue what the product is. Let me just do some research and then get back to you
@ Sunil,
I understood your take on the issue.
Well, pepper spray is a product meant for self-defense and is generally pitched as a product for females.
It can be used by females in all age-groups ranging from teens to older women. As such, target audience are varied and have to be reached differently. I think ads in local TV can catalyze awareness in housewives,etc. about the product. College students can be made aware by demonstrations in college campuses, etc. There can be display in organized retail outlets like More, Reliance Fresh, etc. to reach more or less varied target group.
I think price isn't too high for the product and as such, awareness is the key. So, marketers need to devise ways to reach all the segments of consumers. Also, the purchase would be solely on functional benefits. As such, communication of utility is crucial.
Once consumers are aware of the product and convinced with its utility for them, they are surely gonna buy it.
Post a Comment