Whats the difference in “Brand for Consumer or Product for Shopper?” I guess in a second thought you all will find the difference. Today I am playing the devil’s advocate role and challenging the current advertising practices and will talk only one side of it, ignoring the goodness of advertising. Consumers and market place has completely changed in last few years but advertising agency’s and brand manager’s passion for building a brand continues and product yet remains on the back seat. Advertising agency’s love for Brands is not hidden but best is that many of the marketers too fall in love with brands loosing sight of the product. Whom to blame for? Answer is, none. “Brand for Consumers” status allows advertising agencies to operate in the world of creativity, win awards, charge client a bomb in the name of creativity and yet not being accountable for sales of the advertised products. Advertising agencies measure their work using measuring tools through research based on recall, persuasion and awareness. But question is that building brand is really ultimate objective? If you measure effectiveness of advertising on during and post adverting sales performance and consistent increase in market share, a brand anyway gets built. There are plenty of Brands which were not managed by top agencies or never tried building a brand but fact is today those are larger brand than many of existing global brands in the country and hold larger market dominance. To name few Ghadi Dertgent, Micromax, Nirma and Pan Parag etc. Advertising Measuring metrics creates perfect illusion to justify created artwork of advertising and remain distant form Product Sales metrics as that puts advertising on tight spot. On the other hand when a Brand Manager starts his career he find himself in the world of creativity and taught to breath in and out “Brand for Consumers.” And hence it becomes his utmost priority to make his/ her brand survive even if one is needed to tell consumers complex product story explaining them functioning of the product and how it delivers benefits to its consumers. No wonder many marketers struggle to justify the advertising copies made by them, failed brand extensions, declining sales/ market shares and undelivered Campaign ROI. Is in such case, has brand managers been wrong till date? Answer is again, No. He/ she is doing everything right in given circumstances, resources and time available with him/ her and brand building too is important. But internet is now forcing current advertising practices to go back to basics and pushing brand managers to think “Product for Shoppers.” Social Media, YouTube Videos and Google has changed the world of a marketer completely. Now marketers are forced to move away from interruption based product placement techniques like TV advertising to more engaging content around the brands. Now on marketers has to give up their fear of negative word of mouth around the brand and create new platforms/ channels to interact and engage with consumers. The free consumer discussions around the product will work as testimonials for brands and build confidence in consumers through word of mouth who might shop your product soon. In changed time marketer are needed to build credibility around the products/ brands so that today’s informed consumers who has multiple choices eventually buys your product.
Brand for Consumer or Product for Shopper
- Media Convergence and Management — Recently I was invited to speak on topic of Media Convergence and Management as keynote speaker in an annual event held at GLS University, Ahmadabad. I shared following thoughts at the event. My speech text: Setting tone of the day is never easy but I guess this is what life throws to us. We constantly […]