Have you ever wondered ? Why some brands seem to have better share of mind, which over a period of time translates to better share of the Customer’s wallet. We associate good vibes very directly with these brands as ‘bringers’ of positivity or as even as ‘removers’ of negativity. The Indian Premier League, the Indian T20 Cricket ‘Festival’ is a nice example of the former. The Life Insurance Corporation of India, the LIC helps by reducing the (monetary pain) of a dear one’s loss. Hence it too enjoys good brand equity.
We are, as individuals a bundle of ideas, thoughts, feelings etc. Personally or professionally, we also engage with businesses as persons or as brands. We prefer engaging with those brands or personalities that better appeal to our sensibilities. We love talking about those entities whose actions and communications (action is a great communication tool in itself) are behaviours we love and applaud.
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At VioorA, we believe that what we essentially communicate are… our thoughts, feelings, values, hopes, ideas, emotions etc. Hence Brands that Make their Messages Memorable have a much better chance of getting good share of their customers’ minds. If you are a ‘Evolved Consumer’, as many coffee-drinkers surely are, you may wish to use more natural products. Especially in food, you may wish to avoid items/ brands that use Additives/ Preservatives/ Stabilizers to increase the shelf-life of their products.
The chemicals as above will have their say in due course, however safe the product marketers/ consumers wish them to be. Hence many consumers may prefer a brand like Kaaveri Coffee that promises 100% natural processing/ brewing of their coffee products. Kaaveri can thus easily differentiate itself from competition based on this 100% natural USP.
A brand may be many things to a Consumer/ Customer. But one or a few things may be top of mind for their Consumers. For Kaaveri Coffee, it could be being 100% natural, with no additives/ preservatives/ stabilizers. Kaaveri’s USP maybe NO ASP. For many hundreds of Indians who would not or could not have flown their entire lives, Air Deccan would be the brand that literally gave wings to them, by exhorting them to SimplyFly.
What Is Your Message? The message (about yourself) that you wish to communicate to your circle of family/ friends/ associates etc. If you own a brand, what is the message you wish to communicate about it? We would be happy to note your thoughts …..
