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Common faces: The New Ambassadors

You see a girl with beautiful curls jumping in an ad and explaining how Dove made it possible. But what do you know, there are more such ads. So what is the common thread? Well, all these ads have new faces rather than celebrity ambassadors. Is this a beginning of a new trend? Or is it an old strategy put into application now? It is the latter as per my knowledge. It is a strategy which has gained momentum now. So why choose...

Brand character vs. Brand Ambassador

“Utterly butterly delicious…Amul” Yes..thats the famous Amul girl character  singing… something which still resonates in our mind. And then you have Aishwarya Rai saying “You are worth it” .Well that resonated well too. So what’s the difference between the two? Well, we have one ad representing itself with a brand character and another with a brand ambassador. Both well-represented the attitude of the brand. So the question...

Ads – To be continued

You must have seen the LG phone ad of Genelia D’souza trying to drive off when her car gets stuck between two other cars. And then a message is received on her cell phone….”you are late”… she tries to take someone’s scooty….and …?? It says “to be continued…” Yes, we are talking about, “to be continued” ads, or as I call them, Ads – To be continued …. “Cliffhangers”. Cliffhanger as per Wikipedia is an ending...

Brand Nomenclature: No More Experiments

My brand is my baby. What do I call it? Yes naming a brand or a sub brand is difficult. Have you ever noticed that companies usually play safe and keep numeric for technological products, French words for fashion related brands and go for Italian words if food products are in question? People hardly go for neutral names. They don’t experiment with nomenclature anymore. There are many reasons to it. Firstly, this is because...

Brand Ambassadors and Sales

The modern world is filled with advertisements, and it is hard to get noticed. Differentiation is difficult to set and so is to get the viewer’s attention. The various marketing tools like magazines, newspapers, billboards, websites, radio and television etc. are all cuddled up to steal even the customer’s smallest fraction of time, so that they can blabber out everything attractive about their product. But the whole battle...