Aishwarya Rao
No prizes for guessing. It is not unexpected. We all know it. But still...
According to the report on
Brand Republic,Google beat Apple to gain the top spot in Interbrand's 2005 Survey (which was conducted in 99 countries) on the brand to have the most influence on public around the world.
Google worshippers, Google lovers, Would be Googlers, Wanna be Googlers...Its smiley time.
(Logo sourced from Google.com)
Aishwarya Rao
Today we had Mr. Anand Halve from Chlorophyll Communications, discussing the truths about branding with us. When he was discussing about how competition is not categorical anymore like Levis competing against another brand of jeans, but it us against an entirely new category that makes a fashion statement. I was reminded about just one thing.. How Wal Mart guys perceive an inherent threat in Google to their business model in the long run...

The discussion covered the fallacy of product non-differentiation, the routes adopted by cult brands and alignment of brand behaviors and communications. But there was something that I particularly liked - "The brand must have a sacred pact with its stake holders and it must be built around an inviolable core."

Contextualsing what he said, yesterday I was reading the article in the latest issue of Business Today which talks about how Coca Cola has been hammered in the past three years leading to a loss of around Rs.950 crores. Even while doing well (before the several pesticide suits came up) Coca Cola was tempted to increase volumes. So it reduced prices and moved from an urban cola to a mass drink and subsequently lost its original market as well. It moved from its inviolable core of being the refreshing drink for the experimenting urban cool dude to the cool drink of the country and its villages and towns...thus violating its promise to its core target.

So it seems my friends (since I simply seem to be rambling around as usual) that alignment of business goals with brand practices is vital for a brand.

PS: - It is so sad that the best guys come to teach in your institute when you hardly have a week left.
Aishwarya Rao
What were the Ries couple thinking when they wrote 'The Fall of Advertising and The Rise of PR'? Look at the ad. Via Ad Blather



I wonder if articles in newspapers, magazines or interviews by Simens'spokespersons will half as brilliantly communicate what this ad does.
Aishwarya Rao
Via Brand Infection

A brilliant ad, although I doubt if Axe ever published it.
That way I am guessing the conversion rate of ads produced to ads published must be very low.When one of my professors was talking about the Axe Academy, I thought Axe was losing it. However in hindsight, after following their campaigns over a period of time I stand corrected. They were always mad. They have just become hysterical.
Despite the madness,Axe is one brand that hasnt moved away from its original positioning.And their campaigns are as good as Absolut. Not blatantly placing the product on screen, yet getting the point across... Probably thats the idea.
Aishwarya Rao
(courtesy: indiainfoline.com)

I caught a poster with this photograph in Nilgiris.

With chocolate smeared lustily on her bust, Kareena endorses new Lux - Chocolate. Yes Chocolate. She informs the (jaw-dropping,mouth-drooling) consumer that chocolate nourishes the skin!!!

I was stunned that a giant like HLL is banking on tactics to fight increasing competition. A little while ago they got Shah Rukh Khan to endorse the soap. Now its a new flavour (far away from its traditional milk, almond oil and honey). I am not dismissing the soap even before I have seen/tried or see it work... I simply think Lux is on a trip that is certainly going to erode its brand equity as the soap of the stars with an aspiring value (if it hasnt already...)
Aishwarya Rao
Intel recently changed what marketers believed to be the most recognised logo to this.

It reasoned that it was moving out from the traditional PC Chip business into consumer products. In line with its rebranding strategy, Intel today announced its entry into digital entertainment at the Consumer Electronics Show (CES) at Las Vegas. Intel is all set to introduce its Viiv (pronounced as Vyve)range of entertainment PC that will support online music, movie, gaming and other video content.

(Courtesy: BBC News)
But the best part comes here. The PC will support Google video search which means that people can access videos indexed in Google's pages. Seems like Google is on an extended honey moon.
Aishwarya Rao
Courtesy Googleblog

This is old story but Google Earth has indexed layers of images, stories of National Geographic Channel.. that one can now see the photographs by clicking on the links... And if it werent content with being the top internet brand Google is about to launch a low end PC for as low as $200 that can work without microsoft software. Timesonline says that Larry Page, one of the founders of Google is expected to share the plans tomorrow...The report states that Google has entered into an agreemnt with Wal-Mart for distribution...Seems like Google cannot be stopped...My kids tomorrow will wear Google tags so that i can keep track of them whereever they are...And why am I reminded of Ian Malcoms theories?