Horn OK Please

Horn OK Please


Finally the broad contours of Brand Rahul is taking shape. In the last general elections which the Congress won a majority mandate, the scion of Nehru dynasty and touted to be the future PM was credited with providing crucial ideas, albeit remaining in the back ground. In the past few months however, Rahul Gandhi seems to have shed the tentativeness about coming to the fore. To begin with Rahul Gandhi has legacy behind him; an illustrious background which gives him the leverage against other youth leaders in India. But merely having the umbrella of the mother brand is only half the job done. And it has its flip side too, as expectations tend to be a notch higher when it comes to names with famous backgrounds. So make the brand accessible to create a mass appeal — jumping the security cordon to meet the common man, eating with them, mingle with the youth and of course, ride on the transport which takes millions back and forth. And as is evident, there’s nothing better than a dash of controversy or debate to create high recall — be it reality shows, IPL or even Rahul’s visit to Mumbai. Buzz marketing always works.
GO LONG , GO SHORT
MARKETERS have long faced this dilemma of should it be short term goals or long term strategic objectives? Meeting the short term quarterly numbers are as important as keeping long term marketing objectives of innovation, distribution which ensure sustainable performance of a brand in the long run. The solution to this conundrum is an interesting line of thought which is slowly emerging — separate teams for the short term and long term marketing objectives . Not necessarily working in silos, two teams however allow the brands to dedicate resources who purely look at innovation across the spectrum, while the other set is focussed on meeting the numbers every quarter.

Source: The Economic Times

Back In Action

After a long hiatus, am back to look at the world of marketing, branding and advertising. My views, views written as articles in publications is there for everyone to read and comment. I believe the only way i can learn is by actively engaging and sharing thoughts with like minded people. So please keep your comments and feedback coming