Every Brands find their way to get placed in the minds of their customers(by hook or crook they day…).At the end of the day reaching out to a mammoth like numbers(in terms of millions that is) is never easy.These are people with unique & different views and thoughts.So how do you connect to them ? Its been Simple ! (Till now) Like say,have a brand ambassador or create a product that creates a new space by itself that customer finds it as a necessity and not as a product(that was the case for Apple Ipod’s).But now,things are not that simple,customers demand more,they are pro-active and they don;t fall for your gimmicks of portraying your product as a messiah or some.
But there is also a another way which is indeed very powerful that you can connect your brand to millions of your customers.And that my matey’s is the way of “Goodness”.Sounds strange ? People out there like to talk about an act of kindness or how you stood out to promote Green.
Yes,I am talking about the “Human” touch campaigns:1)Go Green(save the Earth) 2)Charity(any act of kindness).
Now rather than me going on and on about how these two new marketing gimmicks have been effective can be measured from the fact how Giant Corporate’s have been promoting in such lines.
In India Bharti Airtel has almost bought the “Marathon” as their campaign property and have received very good responses so far. The image of “Go Green” and promoting awareness among people in similar lines have been working well among customers in creating a special kind of affection towards brand.You must have all seen campaigns that says 10% if the bill will be going as for donations and blah blah…Infact these days Archies cards and expressions have been selling their paper cards like that otherwise i rarely find anyone actually buy paper cards.
Now just see how people seem to commercialize the whole act of “Charity” or being Kind.But its in fact good news for NGO’s and other organisations,we all have seen the logo of CRY associated with famous brands.
For sometime,I used to think are these brands in a kind of race.I meant seeing the campaign mode,say for instance the campaigns that Idea Cellular came with were also very interesting and did place Idea Cellular in the minds of customers as a socially responsible brands,for some reasons such associations can sometimes sell your product.
The point is that Being a responsible brand itself creates enough impact among customers for them to use your products and this fact is being utilized well enough but trust me more are still to come…
This is the continuation of the Brand Avatar Series:
Brand Avatar:Part 1,3-D view on changing brand realms
Brand Avatar:Part 2,Tigerwoods,Tendulakar,Angelina..next what ?
Originally posted 2010-01-14 23:39:24. Republished by Blog Post Promoter
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