Does your Brand have a Fragrance? Tips on How to create Brand Property
These are things that you associate with a brand. When you think of the brand these are things that you remember and when you hear/read/see these, you remember the brand. These go hand-in-hand. At least they are supposed to. It’s like a re-enforcing loop. They strengthen each other. But for that to happen, they have to be good enough for each other to start with. It could be a logo, a mascot, a color, a song, a classic ad or anything that associates strongly with the brand – even your brand ambassador.
“Vajradanti Vajradanti Vicco Vajradanti, tooth powder tooth paste”. This is Vicco Vajradanti’s jingle.
“Jab main chota ladka tha, badi shararat karta tha, meri chori pakdi jaati. Tab roshan karta Bajaj.
Ab main bilkul Buddha hoon, goli khakar jeeta hoon…”. This is the jingle for Bajaj Electricals. Remember the old man getting caught in his kitchen with the fridge door open?
“Tandarusti ki raksha karta hai Lifebuoy. Lifebuoy hai jahaan tandarusti hai wahaan.” The famous Lifebuoy jingle (if I remember correctly, it starred Ashutosh Gowariker).
“Lalita ji” of Surf fame. I guess everyone who was born in the early 80s or before would remember her.
I have a hunch that if Surf runs the Lalitaji ads today once again, it will be way more impactful for the brand than the ad they use today. I don’t know what it was about the old ads that just stuck in our head. My guess is that we hardly had DD and a few more channels to watch that made our attention more focused. It’s definitely not a matter of quality because we produce much better and strategic advertising today.
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The Chief - Prashanth Raj is the Brainchild behind AskNanu and a professional Blogger. Raj is a Specialist in Business Development, Sales & Marketing, Product Development, Partner & Alliance Management, Advertising & Strategic Planning. He spent few years with top notch corporates, working exclusively with technology & internet companies. He has deep insights on IT, Internet and Startups.
Raj can be reached by email at chief at asknanu dot com
July 30th, 2009 at 4:11 AM
Same with nirma ad.. the girl with yello dress going round and round..
However I think today’S ads are more required to position the brand as the no. 1 thought when the customer thinks of a product.
say health drink – immediately horlicks comes to mind
say washing soap – rin comes to mind..
If a brand achieves this, it is the most powerful brand then..