Branding

See, touch, feel...
Do customers engage whole-heartedly in your brand? If yes, you may still be able to make it

What is the most critical trait that world famous brands like Google, Wal-Mart, Pepsi, Starbucks, Microsoft, Nestlé and Nike have in common? Perhaps the fact that almost anything they do (or don’t) makes headlines and trigger mass reaction. These companies do not always seek the publicity they get, whether for good or for bad. That is precisely why, although a number of firms around the world mistreat their employees for unfair gains, Wal-Mart gets the most flak for not giving free lunch hours in its organisation. Similarly, there would be a number of organisations that are miles away from confirming to quality standards and need to be severely penalised, but it’s Pepsi and Cadbury that are targettted en masse. On positive side, of course, is the fact that these brands enjoy mass adulation and appeal, which are highly enviable assets. It’s almost as if customers have been involved with these brands throughout their evolution. That’s why Coca-Cola faced huge protests over changing the taste of its cola in 1980s. Even though the new drink was researched by the company as having ‘better taste’, customers wanted their original Coke and nothing else. No wonder Coca-Cola is consistently on the top of the roster of the world’s leading brands.

To attain such high levels of involvement in your brands is getting increasingly difficult and more complex with the sheer explosion of media channels and competitors. Your brand needs to constantly reinforce your core positioning in the eyes of the customer. An interesting example is HDFC, which has emerged a leader in the home-loan segment in India. As the home-loan business was blooming in the late 1990s, the challenge was to acquire and retain customers who often questioned the authenticity of services promised by the banks. HDFC decided upon a unique way to commence its activities way back in 1977 by offering ‘home’ grown solutions for its customers. Keki Mistry, MD, HDFC, while speaking exclusively to 4Ps B&M on HDFC’s customer-centric focus, stated, “They (the customers) want comfort from us that we have checked the property, since we know the credentials of most of the developers and whether the title is clear. We often tell people when to buy and when not to buy.” In this way, HDFC partnered with the customers and helped allay their key concerns, thereby securing their trust.

Diageo, a premium drinks company that boasts of prominent brands such as Smirnoff, Johnnie Walker, Baileys, Captain Morgan and Guinness, has endeavoured over time to involve the customer in each of its brands through its initiative, Smirnoff Experience, which has made waves for past half a decade in over 20 countries by creating truly out-of-the-world events. Smirnoff Tastemaker Sessions encourage the customers to learn the basics of bartending. Smirnoff Bar 21 is a mobile bar with signature cocktails from Smirnoff like Smirnoff Rasam & Thandai, specifically for Indian tastes. Smirnoff Bar 21 also brings various international and national artists, thereby providing an international club culture. Mentoring sessions are organised by Johnnie Walker, which give an opportunity to understand the subtleties of the Johnnie Walker blend. The company realises that consumers want to be equipped with knowledge around scotch to make informed purchases. Besides, Diageo has also done its bit for social causes. Joseph Luppino, Senior Director, State Government Relations, Diageo North America, categorically states “...we do not want the business of anyone under the legal drinking age. Period.”

Idea is organising a tour across 11 cities ‘Idea Rocks India’ with Sunidhi Chauhan, Raghav and Laughter Challenge champion Navin Prabhakar. As is the norm, only Idea customers will be able to access clips, wallpapers, ringtones et al of this concert after the shows are over. The company claims that their business increased by 10% after the Idea Rocks India tour last year. Pradeep Srivastava, Chief Marketing Officer, Idea Cellular, states, “The emotional connect we develop with our existing and potential customers is the biggest ROI.