Brand Rezonance

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. To be precise brands create the value and personality for the firm, it decides the future of the organization. Therefore, “branding the brands” forms the most important part of any organization.

The Brand strategy

As I see it, a company’s brand strategy depicts how the brand intends to create an impression of itself in the minds of the consumers/customers. Specifically; brands set forth the creative, social and moral steps that the brands take to create customers who will drive the business forward.
For Brand strategy to be effective they should include a few aspects like:
1. Value-based: Value-based brands deliver value that customers can use. This is value beyond that of the product proper. Their intent is to sink brand roots into the customer base, and to grow the customer in ways that can grow the business. In short, their responsibility is to make customers become better off through the brand.
2. Innovation: Brand strategy must also include innovation; higher emphasis on innovation will give companies an edge, something beyond the scope of reach of the competitors in order to gain a long term competitive advantage.
A brand strategy should be created keeping in mind the brand mission. It also includes the capability of brand vision, which is the ability to see your future through your customers’ eyes.

Many brands don’t have strategies

Many brands don’t have brand strategies; they give more importance to the product than the brand on the whole. The advertisement lays more emphasis upon the functioning and use of the product than the brand. Here, the concept of product usage and utility is taken into consideration in order to gain customers interest rather than the brand itself.
While many brands are also constructed as intense identities to be flogged by advertising campaigns, in which the “brand” operates as a stylized sales stimulant. Such brands are synthetic creatures of marketing and sales. They’re part of a persuasion package, and persuasion is not a strategy. It is just a tool used to induce customers in buying the product.

Sahan BN

Business Solutions Thinker

Want to show that your business has style and grace? You can start with the design of your letterhead to match the logo, style and values of your company. The customers will know that it means business. Sending out a blank piece of paper for a letter to a customer or a vendor is totally unacceptable, shabby and unprofessional.

Sending out letters to the customers is very important for advertising your business. The letterhead will help to establish your business in the community. It is very important to use appropriate letters when direct mailing is employed. Taking the time to create the business’ signature speaks volumes for the user and the business.

I have seen several letterheads that are bland and unappealing. Always make the letterhead eye catching and memorable. There are several shades of colors available to make the letterhead eye-catching. The design of the logo also plays an important role in attracting the attention of the viewer. The sales pitch becomes easier to the captive audience with a powerful letterhead.

Sometimes customers do not even care for the business but the design and the color of your letterhead would be enough to get a positive message from your firm. The best part about having your mailing in the hand of a potential customer is that even though they may not buy on that occasion, surely it will set an impressive precedence towards the business. There is every probability the customer may refer the business to some other customer or buy it for self in the near future.

Now that’s free advertising and goodwill for something that nothing phenomenal was done. The letterhead can be a great tool to put your business in the hand of the decision makers. So get that basic design right the first time and visualize your business rolling with a positive note.

Syed Zohaibullah

Business Solutions Thinker

Naming a start-up business is a major decision and demands tremendous importance. The name becomes the company’s brand. A company’s name is its first impression and it definitely has to be impressive and appealing. The name chosen is just not merely a name, it represents the company and serves as a link to the customer’s mind and forms perceptions about the organization.

Consumers may look on branding as an important value-added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. Brand names will fall into one of three spectrums of use - Descriptive, Associative or Freestanding. Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer. Associative brand names provide the customer with an associated word for what the product promises to do or be. Freestanding brand names have no links or ties to either descriptions or associations of use.

But what are our options to zero in on a particular brand name that has appeal, drives the brand power and connects to the consumer’s mind?

The easiest option would be to pay a specialist branding company to come up with a name. This may or may not be the perfect name for the business, but it certainly is an expensive option. Another method would be to randomly throw around names between friends and family and select the ones which seem appealing and stand out the most. This is a very crude method and does not require much logic and research.

A more refined approach would be to do some serious targeted research on the internet and find out exactly what people on the internet search for. If people are searching for specific words/terms, then surely it would make sense to adopt those words when naming a business. Software tools such as name generator, keyword selector can be extensively used to identify and also look for synonyms for the same. Unusual names or names with rarely used letters such as ‘Z’ easily attract people’s attention and builds curiosity to learn about the brand.

A background check needs to be done once a few names have been finalized. Background check helps in identifying the availability of the name and ownership of the brand. If the brand name is available it needs to get registered as quickly as possible. Another good idea is to buy a domain of the same name if possible.

Therefore the new brand name must resonate with the target market. Naming tends to be a somewhat different process for small businesses versus large corporations, but the basic premise remains the same-the brand must be consistent, crisp and clear in the target mind. It is evident that developing a brand name isn’t a process suited for lunchtime brainstorming or employee naming contests. It’s real work, and should be handled by real experts.

Syed Zohaibullah

Zohaib is a Business Solution Thinker at ReZonant

Digital marketing also referred to as web marketing, online marketing, or eMarketing, is the marketing of products or services over the Internet and other devices.

The Zinnov website is highly visible to searchbots by virtue of its content arrangement.

The Internet has brought many unique benefits to marketing, one of which being lower costs for the distribution of information and media to a global audience. The interactive nature of Internet marketing, both in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it refers to digital media such as the Internet, e-mail, and wireless media; however, Internet marketing also includes management of digital customer data and electronic customer relationship management.

Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results quickly.

Internet marketers also have the advantage of measuring statistics easily and inexpensively. Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience.

However, it has its own limitations as well; nothing goes without any disadvantage as all modes of communication have their own advantages and disadvantages. Like for internet marketing Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not trust that their personal information will remain private.

Recently some companies that do business online have been caught giving away or selling information about their customers. Several of these companies provide guarantees on their websites, claiming that customer information will remain private. Some companies that purchase customer information offer the option for individuals to have their information removed from the database, also known as opting out. However, many customers are unaware if and when their information is being shared, and are unable to stop the transfer of their information between companies if such activity occurs.

Therefore a proper security system should be in place which does not leak out the customer’s information, this way the companies will also be gaining the confidence of the customers.

Sahan BN

Sahan is Business Solution Thinker at ReZonant

With global warming reaching to an alarming high, most of the companies are leaning towards green marketing. Hike in fuel prices have even accelerated the process of environmental awareness through green marketing and advertising. So what is green marketing actually? The ads that actually focus on the green products or speak about the company’s future intention to launch environment friendly products fall in the category of green advertising. The hope that was initially generated with green marketing advertisements has been hurt by the notion that sustainable products do not really carry on their environmental promises.

Green marketing still has a long way to go and there is no denying that the situation is improving. People are waking up to green. From organic food to hybrid cars to energy saving appliances to reclaimed furniture growing number of consumers are ready to buy sustainable products these days than ever before. But the question here is whether it is happening at a right pace? One of the strongest regulating bodies for this could be the government. Since more and more advertisers are seeking to promote their eco-friendly credentials the responsibility lies on the government to set a standard for sustainable products in order to prevent deception and degradation of product quality.

Green marketing gets tougher with people being skeptical on the quality of such products. It is also the responsibility of the company that they should keep in mind that customers are unlikely to compromise on product features such as quality, price, availability that come with traditionally manufactured products. Therefore it is good to for the companies to realize that there is no single marketing strategy for a company to sell green products. As manufacturers tend to believe in the business of sustainability there is increasing number of organizations coming up with environmentally sustainable products.

Grocery chains also began patronizing sustainable eating with organic food that is actually recycled from the leftover food available in the hotels. Dozens of companies are finding values in practicing food conservation. With soaring fuel prices car companies are turning towards the same. Most of the automobile manufacturing companies are designing fuel efficient hybrid cars. However, one needs to understand that green marketing is not just green advertising, which includes environmental awareness and concerns of a company while promoting its products. It is all about using the communication channels and media to persuade consumers to pick up more sustainable products and in turn, help companies realize the market need for their eco-friendly products.

Rahul Vij

Rahul is a Business Solution Thinker at ReZonant

How does one go about getting an email strategy in place that does not include stinkers from people who did not cherish receiving the email one so lovingly fabricated? After all, your labor of love needs to be presented and sent, to quote an oft repeated cliché, at the right time to the right place. What does one do to make your time and investment in email marketing worth the while? A few handy tips:

1: Ask the all-important question: You may have a great email marketing deal your partner came up with, but the question is, are your customers regular readers and recipients of email? It will not help your cause, if most of your customers turn out to be people who check their email once in a while, probably to post the latest family development on their favorite Yahoo groups. If, on the other hand, your product is the toast of always online, always connected users who believe that life without a Blackberry is not worth living, give email marketing a shot. For example, email marketing would work great for a seller of Blackberry phones.

2: Where small is big: Now, we all love to tell everyone everything about our business, so much so that with just a few sittings you have given a crash course in your business, but have you realized how much your recipient wants to see? Keeping it short and sweet as a concept works great not only for mini-skirts, but also for emails. They should be simple enough to be read on all devices.

3: Is it useful? A typical business email user gets close to 200 mails per day. You don’t want your email to be the proud 201^st delivery into his mailbox, that clamors for attention. What if your email were actually useful to him. For example, the Blackberry seller would probably like to send a “Tip of the week” for using the phone and then tantalize the viewer with some cool accessory pics.

4: Don’t give the viewer yet another decision to take: Most of us despise taking decisions, especially those that have no immediate bearing on one’s life. Such as an unsolicited mail which forces the viewer into another decision. “How soon to send this mail to the trashbox”, wasn’t exactly your original plan of email nirvana. Instead, help them with tips to take other decisions.

5: Package it well: Once you decide that email is the way to go, it is better to get professional help. Get hold of a creative writer who can help fabricate your email. Get hold of a designer who can make it look presentable. It is your brand which is at stake out there.

6: Opt-in lists: If you pinned your marketing hopes on the “1 million guaranteed contacts” CD which you recently purchased from your friendly neighborhood software vendor, the only thing that is likely to come your way is a barrage of spam-angry responses. Do not get a generic database; procure an opt-in list instead. Opt-in customers are those who have chosen to receive mails on selected topics.

7: Organize your campaigns: Any email campaign has to be sustained in order to be successful. Use professional emailing programs to get your campaigns organized.

8: Build mechanisms for tracking: You need to know how your emails are doing. Are they opened, viewed or trashed? Important insight that will help you refine your campaigns further. Get a good emailing software or use an on-demand online model to give you reports.

9: Plan in advance: You should have clarity for at least 6 months with respect to your email campaign. It is not good enough to run just one or two campaigns and wait for results. A consistent brand is a good brand. For example, a mobile phone user may not have an immediate requirement for a Blackberry, but he may need one after 6 months and if your email is not there in his inbox at that time, your competitors will be more than happy to engage him.

10: Prepare a response mechanism: And wonder of wonders, if your email marketing does hit bull’s eye and customers revert back, plan your response. If you are left in the lurch without a proper response mechanism, the whole email investment may go down the drain.

Good luck and happy emailing.

MP Hariharan

A little birdie told me that The Egg Factory has come up with a new menu. Which little birdie? Care to guess?
 
Twitter is a privately funded startup with offices in the SoMA neighbourhood of San Francisco, CA. Started as a side project in March of 2006, and Twitter has grown into a real-time short messaging service that works over multiple networks and devices. Users are given a page where they can keep updating their status via the website or via mobile. They can follow updates or ‘tweets’ on other users’ pages, and people can subscribe to them. This way, any new development can be put up at one location and everyone will know. Organisations, restaurants, groups, NGOs…everyone can have their own page.  So you think Obama was hooked to his Blackberry? If you want to check out what else the most powerful man in the world is up to, find out at http://twitter.com/BarackObama
 
So much for the popular side of twitter – but the story doesn’t end here. The twitter search gives a through update on anything people might tweet about. If you want to find out what’s happening in Gurgaon, key it in twitter search, and you’ll see the latest tweets that contain the word ‘Gurgaon’. A TV series by Julian Smith tweets me regularly about its new episodes. The attack on the Hotel Taj in Mumbai received a record number of tweets while it was happening.
 
Some believe that Twitter is so popular because of the small size of the tweets (restricted at 140 characters), so even in this world of short attention spans, people don’t mind reading these. Plus of course, twitter is closely intertwined with your mobile phone, and gives us something to do. So why won’t we do that, since we are on our phones the entire day anyway. Saw a dog hump another, cool – twitter it! To view how twitter will change the way we communicate, check out the 25 Best Twitter Cartoons: http://www.slideshare.net/chadrichards/top-25-twitter-cartoons?src=embed
 
Of course, the reason Twitter is even mentioned in this blog is simple, just like most lives, twitter has immense potential in marketing. The latest buzzword in marketing these days is ‘Engagement’ and with twitter, not only can companies engage people, they can update them and keep popping with interesting tweets. In the end, brand-recall sky-rockets. That’s not all, a number of independent developers are offering free twitter applications that take the twitting experience to a whole new level – from opinion polls to tweet invites to gift wish lists. Check out a few at http://twtapps.com
 
In other cases, tweets can help keep traffic returning to websites. ‘Tweet! MTV Bakra starts 14th December - Tweet! - Wicked game on Hungama, dude – Tweet! - New Julian Smith video on youtube – Tweet! - CycleAroundTheGlobe adds pictures of its latest expedition to Sikkim on Facebook – Tweet! - Check out the new version of the Fiat Linea’. Coupled with other online tools, the whirlwind of engagement begins.

And that’s how short the story on twitter could be. Tweet!

Saurabh Kejriwal

Smart Marketing
Part 1: Making Social Network Portals work

Nothing grabs more attention at any business meet these days than two things. One, the never ending tale of how the plunging economy is devastating business, and two, how does one cut costs. Firms are slowly ( and painfully ) realizing that every dollar now counts and ingenuity in using it will decide who weathers these times, and who will not.

So how can marketers get more bang for their buck in trying times? Beginning this issue, we shall look at one technique each month that adds to the marketing muscle but is easy on the pocket. We start with Social Marketing.

Leveraging Social Network Portals

Almost each of us has a presence on one or more social networks – LinkedIn, Facebook, Ecademy etc. What is interesting is that most marketers don’t use these networks due to pre-conceived notions. What if they shoved aside perceptions and gave these networks a try? The trick is to use them the right way. Here are 10 steps.

1: Dedicate time: It is important to make social marketing a part of your business day. Allocate at least 30 minutes. Anything less and you may fail to spot opportunities.

2: Exclude, not include: If you want your network to throw up great leads, the first critical step of is to build a good member list. 500+ connections may look impressive, but can you manage them? Quality matters here, so research your contacts thoroughly before adding them.

3: Map your power groups: It is time to do some research. Go back into history and make a map of how you landed most of your deals. There will surely be a pattern and you will find that certain types of individuals give you the maximum business. Make a list. And make them your friends.

4: Background research: Once you get your list right, make sure the people on that list are likely to get you leads. Do research using private message tools available on most network. Ask your friends about them. Trim the list.

5: Fish them out: Get your existing friends or connections to provide you an introduction.

6: Follow-up: Once you get introduced and begin a dialogue with your prospects, invite them to join your network. Categorize them as new leads in your Facebook or Linkedin contact list. These people are valuable when it comes to introducing new prospects.

7: Give your profile a make-over: Remember, when you seek an introduction, your profile is going to be visited first. Make it look good. Add pictures of your products, get recommendations, link-it to your blog, anything that makes them stay and get interested in you.

8: Use technology: Facebook and LinkedIn now have several third-party applications that help you be more effective. You can add a presentation, a video or any other application that makes your profile better.

9: Review and track: Strategy for social network is unique for each individual. Once you identify a successful pattern, build upon it. Documenting your successes on freeware CRM tools helps you get reports on how your network is working or not working for you.

10: Believe in your network: Don’t give up, even if results take time to show.

 MP Hariharan

Google. Sony. Toyota. Pepsi. Adidas. How were the biggest brand names coined? Different anecdotes about different brands are famous. While Google is said to be one followed by a hundred zeros, Adidas is supposedly an acronym that stands for All Day I Dream About Sports. While we do not know for certain how believable these brand-anecdotes are, we do recognise on almost a daily basis the icons these brands have become in world markets.

So how do we create names that might become icons of the future? Here are a few simple tricks:

New word, renewed interest – A new word or a lesser used one will always grab more attention than a word from the dictionary; simply because people will make double-sure they pronounce and spell it right. When a Japanese electronics major was looking for a name that sounded the same no matter which language it was spelled in, the term Sony was coined.

Size does matter – There was a time when longer names seemed more impressive, but with the decline in people’s attention span, smaller names have become the norm. So, KISS it. No, didn’t mean the romantic gesture, I meant Keep It Short, Stupid! 

Old wine, unusual use – An old over-the-hill word used in a contrasting context will leave people searching for context, just like when a wacky technology start-up named itself Apple and almost instantly earned invaluable aspirational value from every tech-geek.

Has to have a ring to it – A name will have greater recall if people enjoy saying the name. Poppins. Beetle. Laughing Cow. Rings-a-bell means will-be-remembered. 

Speak, if not spell – If it’s spoken not like its spelled, it might make a mark.  Garment brand Enyce, pronounced ‘E-nai-chee’ rose to popularity soon after its launch, simply because youngsters wanted to join the correct-pronunciation bandwagon. The sales followed. The snob-factor might work with certain demographics.

Perfect or Almost Perfect – iPod. A two syllable word where the first syllable is formed of just one vowel and the second is a 3-letter word containing two consonants. The fun part is, both the syllables get equal emphasis while speaking. It is this minor imbalance that perhaps makes the name so interesting. Similarly, FCUK’s suggestive mischief makes it famous bordering on infamous.

Keep forgetting old rules – In a market where fads die out every few years, how do you make sure you keep coming up with more contemporary names? Keep forgetting the old rules and evolve with the task. Once in the flow, coining icons is not rocket science.

Saurabh Kejriwal

Saurabh is Creative Thinker at ReZonant.

As a kid, I would visit my dad’s office sometimes. It was an elegant teak panelled office with wood and glass walls neatly compartmentalized into a big hall and a few cabins, one of which was my father’s. I would tip-toe into his office, making sure even my footsteps were muffled, since the average decibel levels were quite low. A big picture of about a dozen white men in the reception, without any caption, was the only meaningful piece of an Environmental Graphic. They were, I was once told, the board of directors of the company in the UK.

This one time, I was hanging out near the pantry, and this guy familiar to me walked up and asked me if I was having fun. I didn’t know what to say, so I said, no. He nodded, “Yeah, it is a boring office, isn’t it?”

That’s what companies wanted those days, an elegant, non-distracting workspace which suggested seriousness regarding work. Casual interaction was limited to washrooms and the cafeteria, or in smoking zones.

Years later, in my first EG project for the India centre of a big financial corporate, I learnt that to attract and retain the best talent in the market, the company not only wanted to pay their employees well, but keep them engaged. What engagement meant though, the picture was much clearer later.  

Take the average 8-9 hours people are expected to spend in office every day. Back in the day, in most offices, they would come in at 9, work with a certain pace, take about 2-3 breaks in a day, and leave soon after 6. That would fulfill the expectations of the company nicely enough.

Over time, the simple, non-distracting ‘follow the book!’ workplaces have given way to vibrant, well-branded, ‘Let’s try something different today’ workplaces. Wacky graphics, witty lines and ‘food for thought’ inputs are scattered on walls and bays, while cafeteria graphics suggest finesse and hunger-aid. Receptions are adorned with bits from the corporate image, and meetings rooms with thought-challenging messaging.

The need for engagement within a workspace comes from the need to provide a vibrant, fun, open environment which stimulates imagination, constantly delivers subconscious messaging regarding the company values and culture, and helps employees move faster, refresh quicker. The whole aim is to shape the path employees walk every day, in their natural course of work.

And while it may have all started with new-age companies’ need to stand out, a real part of the job is also to make sure no two workspaces seem alike, for no two work-cultures are alike. From themes as diverse as ‘think lateral to solve problems’ to ‘we side with the customers in business’ to ‘we are work-execution specialists’, workspaces have evolved to speak about the company through great design.

When it comes to Environmental graphics, great work has been done around the world, and the way most of it has evolved stems from same need why it became so popular in the first place, to be different. While some may call these thinkers, ‘experts in environmental branding’, I personally feel there is no such thing. How good you are is a direct result of how well you understand the company and the audience. There are no fixed rules, all it needs is the need to understand the soul of a company, and paint the town with sharp graphics that speak the soul.

The final result, if simple, witty and well-crafted, will define a project well done. If people come to work every morning, and for the next 2-3 years, not say, ‘Man, office ambience is so boring!’ - I would consider it a project well done.

Saurabh Kejriwal

Saurabh is Creative Thinker at ReZonant.