Tag Archives: Brand Management

Tips to be followed in Digital Marketing

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Koichiro Shima – Co-Chief Executive Officer, Creative Director, Editor Hakuhodo Kettle, Japan & Yasuharu Sasaki – Executive Creative Director – Dentsu New York

In this new era Japanese agencies have created many successful digital advertising campaigns along with some campaigns which should not have been launched as they followed the policy of copy & paste from the successful campaigns. These unsuccessful campaigns were myopic and only focused on results and damaged the digital advertising field. So, here are some of our tips for a successful digital marketing campaign.

Digital is not a medium to express but it is the tool that we should use to integrate the diverse marketing media of business.

Here are two examples:

  • We launched a successful digital campaign on internet where we asked people to join this campaign on internet and we shot a TVC for same featuring actual people.
  • Just after tsunami in Japan we launched a campaign in collaboration with Honda where we provided information about road condition of areas affected by tsunami to people free of charge to make rescue and reconstruction much quicker. Continue reading →
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Brand Mnemonics – Mr. D Shivakumar, President AIMA & Sr. Vice President – IMEA, Nokia

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Mr. D Shivakumar, President AIMA & Sr. Vice President – IMEA, Nokia

Brands have different types of mnemonics. Some have audio or sound mnemonics, some have color mnemonics, some have logos and some have a combination of audio, color, and logo.

An example of a mnemonic is the Amul  Girl, is the Mercedes and BMW symbols, and is the red color of Coca cola and the blue shade of IBM.

Mnemonics have been around for years and were useful in differentiating and adding an experience layer to brands. The origin of branding was in marking a product/commodity and then adding a symbol or picture to it. The symbol or picture was very important in the early days of branding because the vast population was illiterate and there was little media except posters. So the ability to put up a symbol on a poster led to the early mnemonics. Continue reading →

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Respond Today For A Better Tomorrow

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Many Brands and Business Houses consider Social Media as a promising Marketing Channel. It is critical to decide before​-hand on how to go about​ your Social Media ​Space.

​​When you work on the various Social Media Platforms it is important to concentrate on your ​Responses. Respon​ding​ is very critical. Apart from regular Posts you also need to actively respond to the various comments and remarks.  Continue reading →

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How To Address Negative Comments on Social Media

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Social Media is a great place to be for your Business / Brand. Everyone is talking about it and most of the Business Houses are already on this Platform.

There are lots of parameters that one has to take care of when one is looking at marketing and promoting via the Social Media. The parameters would be to understand Audience Mindset, understanding the Social Media Platform and so on. Along with these is one of the most important criteria; how to Address Negative Comments. This gets answered when you start to answer another question: how to address ‘any’ comment on your Brand / Business Page. Continue reading →

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Brand Leadership in Volatile Times – K. Ramakrishnan, President Marketing, Cafe Coffee Day

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“Someone once said, that coffee is a serious man’s drink.”

We, at Café Coffee Day believe that the café culture is inherent and so is the need for people to connect. We saw the opportunity to humanise the affair and that’s why we went ahead and added a smile to it. Talking about challenging conventional methods, we often hear people stating, “I have 25 years of experience”.

One needs to understand that what matters more is wisdom and not the number of years, unless things are done differently.

Talking about challenging conventional methods, Social Media has been a great revolution and we as a brand have adopted it in a big way. It has been the cause, catalyst and outcome of challenging convention. The core of this medium is that it catalyzes change and that’s the first step in challenging convention!

We believe that simplicity is of utmost importance and it is critical to ignore the noise around you. Further, it’s not necessary to re-invent the wheel all the time.

I would like to share some examples from our own experience back in 1996, when Café Coffee Day started its first CCD in Bangalore. People, at that time couldn’t imagine paying more than 3 rupees for a cup of coffee. When we launched, we started with a cup of coffee for 25 rupees and with the concept of providing cyber cafes where people can manage to carry on their work using free Internet while enjoying a cup of coffee.

Continue reading →

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