Brand Purpose Vs Brand Profitability Vs Brad Partner Patience

#wolfSIGHTS @wolfzhowl

Why do only certain brands have the belief to take the leap & why most others dont?. Why brand partners lack the patience to build brands…for profitability is a huge consideration for the 2/3yr stint marketing team. If you are afflicted with brand love…dont just think crafting a great purpose and having it executed is the end of your responsibility…dont be disappointed if the sales team tells you all is good, but hey! can you help me sell! This deck is supposed to instigate you on… (1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap! (2) This deck answers the question – after having built a great brand campaign – why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. Duality in behaviour is the need of the hour! (3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign – but how do we get on to always on? How do we engage? Refer to Wolfzhowl’s complete consumer engagement strategy. (4) How do we sustain profitability – how do we address brand’s every day business needs? It requires great patience & partnership to build a great brand, remember the marketer is under more pressure than you from her/his sales team to deliver every day! So wolf becomes white wolf and preaches you patience!! Here’s the instigative deck now:

#wolfSIGHTS @wolfzhowl

Why do only certain brands have the belief to take the leap & why most others dont?. Why brand partners lack the patience to build brands…for profitability is a huge consideration for the 2/3yr stint marketing team. If you are afflicted with brand love…dont just think crafting a great purpose and having it executed is the end of your responsibility…dont be disappointed if the sales team tells you all is good, but hey! can you help me sell! This deck is supposed to instigate you on… (1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap! (2) This deck answers the question – after having built a great brand campaign – why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. Duality in behaviour is the need of the hour! (3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign – but how do we get on to always on? How do we engage? Refer to Wolfzhowl’s complete consumer engagement strategy. (4) How do we sustain profitability – how do we address brand’s every day business needs? It requires great patience & partnership to build a great brand, remember the marketer is under more pressure than you from her/his sales team to deliver every day! So wolf becomes white wolf and preaches you patience!! Here’s the instigative deck now:

Brand Purpose Vs Brand Profit Vs Brand Partner Patience

Why do only certain brands have the belief to take the leap & why most others dont?. Why brand partners lack the patience to build brands…for profitability is a huge consideration for the 2/3yr stint marketing team. If you are afflicted with brand love…dont just think crafting a great purpose and having it executed is the end of your responsibility…dont be disappointed if the sales team tells you all is good, but hey! can you help me sell! This deck is supposed to instigate you on…

(1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap!

(2) This deck answers the question – after having built a great brand campaign – why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability. Duality in behaviour is the need of the hour!

(3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign – but how do we get on to always on? How do we engage? Refer to Wolfzhowl’s complete consumer engagement strategy.

(4) How do we sustain profitability – how do we address brand’s every day business needs? It requires great patience & partnership to build a great brand, remember the marketer is under more pressure than you from her/his sales team to deliver every day! So wolf becomes white wolf and preaches you patience!! Here’s the instigative deck now:

http://www.slideshare.net/ChallapalliKalyanRam/purpose-vs-profit-the-brand-building-journey

#wolfSIGHTS

@wolfzhowl

Myopic Massification Cash Cow Cowardice @ The Cost of Consumer Woo?!

Cadbury has vacated “premium space” in its meetha chase, Unilever is becoming so VFM that it has forgotten to romance the consumer and is leaving premium spots open for others? Unilever too busy with massification?

Frightening myopia towards an aspirational Indian Consumer?

Two companies I admired growing up in the marketing and most importantly brand building industry, are suddenly woefully myopic? Marketing institutions which were finishing schools in themselves are suddenly so short sighted that one does not know whether to laugh or cry…for there is a wonderful opportunity for SME’s to attack them on several fronts.

Baba Ramdev with his Patanjali on the “home” front or the savvy “FOG” fmcg on the VFM front or the patient MNC on the premium front…all have an opportunity at the cost of the myopia of these FMC giants.

In a world of rising consumer aspirations & a up-surge India, penetration seems to be the name of the game at the cost of sustainability for these companies.

Ask yourself this simple consumer question: “would you gift a Cadbury to your boss as an accompaniment with wine & cheese to your boss at a personal-professional gathering?”. Also ask yourself whether the suddenly savvy Indian economy-consumer will ever gift a cadbury or settle for some other affordable-status category altogether as a gift  the U&A of gifting itself has some awesome answers?. Same with personal gifting as well. With the cost of cocoa rising and Cadbury shaving mg after mg off each off its power brands…sustainability seems to be a mix of playing the “Bottom of The Pyramid Penetration game” as well as the Top of The Pyramid “Premiumistaion & woo” game.

Alas Bournville or Celebrations are not really the answer nor are the bubbles or other “silent” product introductions!

Where is the Gorilla equivalent in India? If you apply the BCG matrix also…isnt a under penetrated & very low per capita consumption India facing a cash cow situation too soon?

Unilever is an even more tragic story!

About to launch the first digital – only premium skin care brand, they have no brand purpose or differentiation for a brand which starts with the name “A”. No reason for its existence in the already over crowded premium beauty brands segment.

Dove a purpose built brand (seems like a wonderful brand built by default rather than by design now – neverINVESTS in its brand purpose…instead Unilever seems to be just milking it away). Then why the blame  the SME FMCG brand – atleast the FOGs of the world dont claim to be building a brand! They unabashedly explore consistent consumer insights to milk market share away. Unilever can entirely do away with their “BB” brand building team if they continue this way.

Dove seems to be sharing market share & penetration, while a the same time muting its “real beauty” purpose and chasing Loreal at the mass-premium end of the segment….bipolar is the word.

Ponds Men…is justified away as Unilever mopping up the rise in a male grooming with a power brand! Please! Axe which had the first over advantage is losing share every day due to lack of addressing consumer insights. The Indian consumer needs of a stronger fragrance has been addressed too late. Its latest communication efforts is hardly going to do much in reviving the brand.

Unilever not even having a male grooming vertical is perhaps the most symbolic sign of it forgetting to be HUL.

In an age of dynamic consumer-centric / design-thinkingMARKETING cadbury is too conventional to launch cafe chocolate (a chocolate based socialising spot) and Unilever seems yet to recover from its consolidation and power brand myopia.

Sadly two invention and consumer centric corporates have become slaves toMARKETING by excel sheets and death by immediate dividends.

Mondelez (seems to have forgotten how to be cadbury India) & Unilver (seems to have forgotten how to be a HUL)…an unbelievable opportunity segment to segment wise for both SME’s & MNC’s.

If only the Schmittens of the world were guided right and Ferro Rochers were #UnSlaved from operating India with a toe in the water for “testing forever syndrome”!

Pepsi is another company in India which seems to be catatonic…”brave” & “challenging identity of self” are the strategic phrases that I would love for Pepsi to embrace. With the consumer movement against aerated drinks and the consumer movement against fatty snacks about to hit them soon…Pepsi should be urged with great immediacy to ask itself the famous Peter Drucker question…”what business am in & will be in”.

Its perhaps time these two giants learnt from the car category on the opportunity spots by bridging segments and launching new relevant products & most importantly brands (Duster/EcoSport/Creta…or Ex-Creta as its detractors want to call the vehicle etc;)…after all a soap or a chocolate innovation  is far less expensive & far less risky to launch!

Patanjali on the pro-active health care front and FOG on the consumer innovation front, even a failed Schmitten and just now launched LuvIt atleast should teach these two giants to be far more intuitive and acknowledge the consumer niches which can never be identified on excel sheets!!

@wolfsights

#wolfSIGHTS

Back Of Pack (BOP) is the New Front Of Pack (FOP) #wolfSIGHTS

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Back Of Pack (BOP) is the New Front Of Pack (FOP)

 Source of Credibility:

Nivea’s Blue Dabba, Dove’s 1/4th moisturizing cream are at the heart of the belief & trust around these products. These brands hence do stand for CARE. These can be called temple ingredients or products, which give an aura not just to a particular product but to the entire product category. These are temple ingredients / products which give back to the entire portfolio of products umbrealled under the mother brand.

For more on “Temple Ingredient/product” strategy refer to: http://bit.ly/1StDjBd

Patanjali has a vastly different source. A source which comes from spirituality/divinity & health. Unlike commercial brands, Patnajali’s source credibility was beamed into consumers hearts & minds early in the mornings via television sets.

Baba Ramdev garnered great equity for spiritual & physical well being. Propagated yoga, with him & his body being the most visible proof point for the success of this approach.

While preaching pranayaam, humans being made with “prakriti” / nature was strongly embedded into peoples minds and dialed-up age old beliefs around Ayurvedic & natural which were still prevalent today.

Brand Ramdev hence stood for more than just spirituality, he also stood for body (read health) benefits of ayurveda.

Hence brand Patanjali has a source credibility which is unbeatable.

 

Triggers for massification:

India is seeing a contrasting trend while it comes to packaged foods. At the bottom of the pyramid packaged goods represent safety & hygiene. So many categories are still under penetrated, that efforts for conversion from loose/unpackaged is still on (example: Soya Bean brands at the rural level are casting doubts over the safety & hygiene of loose soya, promising the safety in packaged at the factory and preserved) , while in the middle & the top of the pyramid there are strong trends of distrust towards packaged goods.

Packaged goods are being seen as full of chemicals, not being hygienically packed and lack of honesty & transparency in claims (from manufacturing to delivery to shelf). Socio-culturally, the brand controversies around Colas & Chocolates, to the latest noodles is further augmenting these fears.

Primarily around food & beverage and personal care these fears are heightened. While on the other hand lifestyle diseases are plaguing India, with India slated to become the Diabetes capital of the world soon. Hence pro-active healthcare products from your Chyavanprash to amla murabbas etc; are also on the rise.

Aloe Vera products, Basil & Ginger concoctions are being recommended by doctors for hyper acidity & various other ailments. This is further raising consumer consciousness about natural based proactive health care. You also see your Face Book timelines being flooded by sponsored posts & shares from friends featuring tips to live naturally and organically. Living Traditionally & Organic India are few of the many such pages recommending natural remedies and also casting aspirations on commercial brands.

Social Media has also been the loud speaker raising fears & casting aspirations on commercially packaged goods. Whether it is the anti-shampoo movement “no-poo” movement in the west, “return to naturals movements” like coconut oil based products as being good for health movements based out of Australia or anti-bottled water movement in the US, social media brings these news right to your door step. So “consciousness of consumption” is on the rise at all strata of the Indian society.

& presto you see a strong foot print of Patanjali products primarily in these categories of pro-active health care, OTC remedies, Food & beverage categories and personal care.

 

Core TG:

Well one would naturally assume the core TG for Patanjali to be middle & lower middle class who are less westernized in their attitudes towards life and all those who see Aastha channel and baba Ramdev discourses. But then you would be completely wrong.

You would be surprised that this brand’s TG and loyal consumers stretch across all SEC’s and reach up to even LSM 11 & 12 (which would be your premium Dove/Loreal Consumer as well). Mind you quite a lot of them would not be those who are still of traditional Indian mindset, a lot of them would also include your Gucci & Prada sporting fashionistas and some from even the advertising & marketing fraternity (I know quite a few who vouch by some of these products).

So Patanjali has consumers across LSM’s based on their product portfolio. While I see the higher LSM’s using the pro-active healthcare products (aloe Vera, etc;). I also see these higher LSM’s adopting tooth pastes and honey and ghee as well.

While the mid level LSM’s of 4 & 5 (Unilever’s bastion + key focus for growth) would be the households which could adopt the personal care products and the food & beverage products as well. Nestlé’s Maggi needs to expand to & below this LSM too and this LSM would definitely be open to Patanjali noodles.

From Ghee to shampoo and Chyavanprash, the LSM 4/5/6 households might just be the “New Patanjali” households like we used to have Unilever households. I doubt at this point of time and with their current brand craft, whether Patanjali would be able to tempt the higher LSM’s into adopting beauty care or food & beverage products.

However an elite range of products with the right semiotics from packaging to retail design to communication craft would definitely make inroads in the higher LSM’s as well. Beauty Care and F&B for higher LSM’s would need a completely different approach from Patanjali’s current mass+ approach.

Hence I do see this brand eating into the share of many non-traditional brands beyond the traditional those like Dabur, Jyothi, Emami etc;.

 

Brand & Comms Craft:

 Recognizing the fact that the baba is at the core of their source credibility, Patanjali has ensured that their brand & comms craft is not centered only around that.

For a more elaborate look at Patanjali’s communication efforts, do refer to my dear friend @prabhakar ‘s incisive comm analysis here: http://bit.ly/1QkL0Iz

Apart from the instigative comms crafted, they are very strategically putting place other brand pillars.

Though they leverage Ramdev, they also have an ayurvedic institute & a health care committee which are slowly but surely being built into the narrative. They are your counter to the P&G and Unilever’s labs. Strategically beyond a single person, these institutes are faceless and hence can sustain the brand even through any damage to Baba Ramdev’s credibility.

You also see “movement marketing” in its brand craft. “Swasth yevam samruddh bharat abhiyaan”. The movement for a healthy & hence prosperous India is also being communicated with every particular TVC & communication piece.

Every movement has ambassadors and all the Ramdev foot soldiers not only adopt. But also advocate these products and so do many others who have used these products and are convinced. Whether LSM 4/5 or LSM 10/11 once a consumer is convinced about this product they will advocate it as well.

The “healthy & prosperous India” movement is a great activation platform with amazing consumer engagement possibilities. Using this one could easily craft school programs, college programs and even office programs. I would simply combine yoga & this movement and create strategic marketing engagement initiatives.

This movement well crafted with better semiotics can actually cut through all LSM’s, because beyond the ‘Swadeshi’ zeitgeist and political associations, Patanjali is managing to craft into its brand core imagery of Ayurvedic/Natural/Pro-active”. These will stand the test of time, as long as the brand slowly starts operating as a stand alone.

Baba Ramdev is the apt stimulus for the first phase of the launch of this brand. It has managed to make the brand defy gravity, however for it to reach orbit and sustain itself…slowly but surely there is a stand-alone nature that needs to be crafted in. While the Baba will continue to keep adding into the brand’s popularity and penetration from the outside, the brand can already be seen leaning on the other pillars (the Divya Yog Mandir Trust and Patanjali Yog Peeth) being created for it.

There are great stories of specially grown endangered herbs, care of manufacturing in ensuring that “from the grass to the glass” products are safe etc; which can be taken to main stream media and popularized which will see the brand get more robust cut-through & conversion even amongst the higher LSM’s. Possibly another range which is a little more sophisticated in its semiotics but without losing the humility, approachability and earthiness of the mother brand could actually make this a brand capable of straddling all LSM’s with different ranges and different product portfolios.

Undercutting other brands on pricing speaks for itself and does not need to be elaborated upon.

Last but not the least worthy of mention is the brand’s distribution strategy. While they have gone e-tail and hence opened up a whole lot of consumer households, with this move they are also acquiring a few hues of suitable-modernity and “with the times”.

While the distributors/retailers the brand is also getting are not just any commercial retailers. They are bhakts and converts to this way of living. Hence unlike any other brands your retailer/distributor advocacy for the brand is very high and from the core. Many a major brand that I know of would die for this kind of a pull. Again this comes from such a poignant source credibility.

This brand can also be seen making strong ventures into modern retail and hence leaving no retail channel untouched.

The one last thing I would love to leave you with is CSR. This brand has managed to uniquely link its CSR initiative with retail. You do see small Patanjali stores being run by the differently abled and the poor. Like Lions club used to sponsor STD booths to small Kirana stores for the under privileged, Patanjali is also doing the same.

This adds immense goodwill to the brand.

Watch Out: This following social media share best warns Patanjali of not being in a rush and hence getting their product ingredient stories right. Should Patanjali rather than not enter some product categories, if it cannot manage to provide natural is a question that must act as a filter for variants and product categories selection. For Patanajali is the brand which has made BOP (Back of Pack) into the FOP (Front Of Pack) in mainstream FMCG categories.

 

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Social Media is educating consumers that a green streak of colour on the BOP of a toothpaste means it is natural and black means fully chemical. So forget the mainstream brands, Patanjali needs to be doubly careful of not being out’ed for flouting the rules it has just set.

Excerpts of my thought piece on the same along with the thoughts of few great thinksters have been published in the following article in @AFAQS as well.

You can check it out here: http://bit.ly/1OrqwLJ

Howl back with your thoughts would love to learn and grow J

@wolfzhowl

#wolfSIGHTS

 

#Brandalism & the CEO/CMO in the socio-digital age #wolfSIGHTS

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What brands really need to watch out for is Consumer Hacktivism, which has virality embedded to it!

Or Socially responsible BRANDALISM (Brand-Vandalism)!!

Look at this for example: http://www.citylab.com/design/2015/11/cop21-paris-climate-billboard-artist-volkswagen-brandalism/417897/?utm_source=atlfb

It’s time for brands to start cleaning-up their inside stories and turn a new leaf before getting copped-out on social media.

On the other hand, there is possibly a huge hacktivism based business model in doing a brand transparency – a BOP (back Of Pack) babelfish.

Subscribe and pay for us to scan your brand basket that you purchase and tell you what is truly good for you and what is it that you are truly consuming…believe me the way brand cynicism is growing in this socio-digital age, this can be a hugely profitable business.

This revolution will not start with eco-impacting categories in India (most consumers in India would have already forgotten the VW debacle – as eco-hurting is not yet a mass story in an India which is afflicted with rabid consumerism.

Indians are so busy with showcasing brands as status badges that anything which does not affect them personally will not be in memory for long and shall not affect purchase decision.

Only when a “Me-Me-Me” India starts turning again to an “Us-Us &We” India, shall transparency be demanded of eco-impacting categories).

This brand transparency audit will affect India in the F&B category, personal care category etc; FIRST & that too in a limited fashion. (Look at the Maggi Story, I personally think Maggi could have actually raised its prices and made a whopper of money when they came back.

The fatalistic nature of India combined with the love for habits makes them accept certain brands back. (Brands like Maggi, which have become a default habit & have enjoyed consumer love for over a generation). But brands, which enjoy weaker consumer love and are newer (Example: Yippee noodles, or Chings etc;) would possibly have shut shop and gone bankrupt by now. I highly doubt whether consumers would have forgiven them so easily or infact brushed aside rumours like they did with Maggi.

So the impact of social hacktivism on brands which are in the health care business, F&B business and personal care business is going to be very high and unforgiving.

Brands which directly & immediately affect the “Me-Me-Me” attitude will get impacted by social hactivism / brandalism first in India. If you look at western social hacktivists, they are extremely persistent and very strategic. Having realized that there is a large chunk of people who might remain unaffected by plain social hacktivism which impacts only the “Us-Us & We” conscious people, they do a post-campaign in which they instigate public-shaming of those who choose to ignore these truths about the brands they consume. This impacts the “Me-Me_Me” attitude and forces these guys also to conform to brand shunning. Indian hacktivists are not laggards in learning from their western counterparts.

Financial category brands again are most susceptible to socially responsible hacktivism.

Any-which ways, we are definitely entering an era of “Brand Transparency”.

The corporate-strategic reaction to this in play: Corporate Brands which have made huge load of money by selling non-transparent product categories, will be deploying those monies into investing in more transparent businesses with urgency.

Once they invest in organic, eco-friendly, healthy etc; – they will create a counter culture against their own past brands/businesses and make money by a charging a premium on the good new businesses.

Diversification is anyways the name of the future game and socially responsible diversification will even help them wash away their old sins in flow of the new good deeds.

So here are a few of my predictions for the future:

(1) Large corporate giants will diversify into businesses, which are completely opposite to their current businesses. Aerated water manufacturers getting into Milk, tobacco companies getting into personal care, F&B and health etc; using the money they earned from their non-transparent businesses as capital for the transparent do-good categories.

(2) Large corporates which suck-up natural resources irresponsibly and with a huge amount of wastage will get into new businesses which have co-created and inter-dependable models at the core. Plants of their erstwhile businesses which either suck-up or pollute ground water will launch new ventures which will be about rain harvested water, responsible usage of water – showcase the process as a brand USP. This story will enable them to demand consumer love and charge a premium.

(3) The natural fears that get fanned by hacktivism against current product categories will be leveraged upon, to build interest towards “transparent” categories. These categories will have the promise of “good from the scratch to the shelf and to you” process goodness. This process & business operational responsibility will also be turned into a USP and a part of an alluring brand story. In the end they will be able to charge a premium for these new product categories too.

While this makes for a great conspiracy theory…

The fantastic part of this transparency movement will be the birth of brands like Kimaya Enterprises ( https://sites.google.com/a/kimaya-enterprises.com/www/fruits ), which have goodness truly embedded at their heart. All these brands need, is a little marketing savviness. Hacktivists /Brand-vandals will soon start not only dissing mega brands, but will also lend their support to these kind of brands. They will leverage the social-discovery era of the web and help turn these into cult brands.

One thing is spectacularly clear, the next master-trend for the world will be consumption of “Transparent/Honest/Socially Responsible Brands” which taps into the consumer-need for “sustainable/eco & socially – conscious consumption”.

Thats why CEO’s & Founders need to make their companies shun mere positioning and get involved in organizational & brand purpose creation. They can no longer afford to ignore the socio-cultural & consumer truths in favour of micro & macro economic truths.

What brands meanwhile are advised to do is to not deploy the 2% mandatory CSR in some distant to their core business areas. But to actually look at their CSR in two major ways:

(1) Core to business CSR: Amul way of CSR – which directly impacts their core business and the way they conduct it. Another masked example: A non-local milk brand in South East Asia which is actually supplying cows and buffaloes to citizens and creating employment for them – while strengthening their own supply source. The byproduct of this is a huge local loyalty. This counters the ill-effects of the swadeshi brands sentiment growing in South East Asia. A great way to leverage the aura of international stature, yet earn local loyalty and apnapan.

Indian brands looking to enter or already operating in Africa, for example, should possibly take a leaf out of this CSR approach; especially, after the recent India-Africa summit.

Sadly Indian companies & brands still think the mandatory goodwill/social responsibility spends should go into mere communication only.

(2) Human/Social CSR: The TATA/Mahindra way, which picks a cause/causes close to their founder personality’s heart and hence personalizes CSR. This is deliberately not advertised, campaigned about or PR’d about. Over a period of time, organically the knowledge of this spreads amongst citizens and though a slow-burner, it has a major long term and long lasting impact.

Though in no way am I suggesting that the TATA/Mahindra CSR initiatives have marketing intent at their core.

A man’s growth to founder / CEO usually gets him in touch with his genuine altruistic side. So they could actually look within themselves, pick a cause they are genuinely passionate about, and deploy their power to make the corporate brand champion this cause.

One example of an immediate implication for financial category: Do not do insipid communication of tips to be safe and savvy with their financial dealings etc;. Dude that’s such a banal way of wasting your money and creating a blind spot.

For example why does the mutual fund category not create a crowd sourced, simplified dictionary of complicated financial terms (complicated terminology as explained by one aam admi to another – with muhavras and colloquial examples – in layman’s terms) and e-publish it. Do an animated – story telling version of it, deploy educators of this to go to colleges (especially post-graduate colleges) and educate them.

Why not form a fund for a charitable cause, get concerned people to invest in it and make sure the fund matures fruitfully and yields good returns (using their knowledge and expertise – vital to brand differentiation) and then deploy it for a social cause. Build a school which teaches rural women exclusively about better financial management or just a school.

This piece of goodwill based infrastructure then automatically becomes the most visible monument to their capabilities and goodwill and is also proof of Mutual funds being a palpable option for profitable investment.

As a vital by product it also creates an aura of goodwill for the entire category. HDFC an apt brand for this, with their infrastructure credentials, long standing trust credentials etc;.

Howl back at this strategic instigation!! Would love to correct, value-add to my thought process.

#wolfSIGHTS

@wolfzhowl

Evolve – dont change the core of your brand #wolfSIGHTS

Dont fix it, if it aint broken!! BUt do evolve from positioning to purpose!!

#wolfSIGHTS #SurprisinglyMom #Santoor

Santoor is one of the number 1 soap brands in its segment in most of South (doing well even in the green soap market of Tamil Nadu) & has recently started doing very well in Gujarat also.Coming from the Wipro stable, this is no mean achievement going against the Unilevers of the world. That means not just the product but the communication plank has worked really well for them.Now let’s decode the Santoor advertising. At the core is the premise “Surprisingly a mother”. Targeted at the Young Mistress of the household who is the key decision maker for atleast 80% of all household FMCG purchases, this proposition works on the “wanting to stay younger, in spite of having kids and touching late 20’s early 30’s woman”.In today’s India everybody wants to stay younger for longer and be admired, hence this proposition stuck a chord with women at this stage of life for generations. Apart from this, the proposition also appeals to the younger/unmarried women and the older married women (remember for most of the ad – we end up thinking that this woman is mistaken to be an unmarried/younger woman), Hence the advertising has remained the same.However what seems to a normal person as a case of advertising remaining the same is not true entirely.Over a period of time, as the Indian woman has evolved, the portrayal of the protagonist in the Santoor ads also has evolved. From a proud homemaker & a normal mother, the woman portrayed has become an achiever with a career, doing her own business, seen as indulging in hobbies & passions. This is a subtle but with it change. So both the marketer & the advertising agency have worked to preserved the core brand proposition, while ensuring relevance and making sure that it does not get into a fuddy duddy/un-relatable world of the past.

NOTE: However, is Santoor doing everything right? Not really. While it should not change its core proposition, which it uniquely owns…it should evolve, keeping in mind 2 critical things:

(1) It is expanding its portfolio (deploying power brand strategy – when you have a mega brand, consolidate it and launch new variants under that…rather than launching newer & newer brands). With its portfolio expansion into winter soaps, deos, creams & face washes – it will not be targeting just the young mother’s. In the face of an expanded product portfolio & a diverse TG – it needs to eke out a brand purpose which can fit all, yet with individual relevance.

(2) In the socio-digital age…consumers are looking for digital engagement. Engagement which builds a 24/7 & 365 day relationship with the brand. They want a brand to enable them, participate in their life and not just sell to them. They want a more meaningful relationship which is beyond a media-burst based – 3 times a year for 2 weeks each relationship. For these kind of engagements, a positioning or a proposition is not enough. They need to champion a larger human purpose. Example: complete consumer engament strategy This is a deck by me which showcases how brands can do brand purpose based consumer engagement…for which they need to take their mother brand beyond “Surprisingly Younger looking Mom”. One can apply this approach to finding a brand purpose – which builds on its current equity and proposition – without diluting the core.Hope this answers your question.Wolfzhowl Srategic Instigations#wolfSIGHTShttps://in.linkedin.com/in/chall…

Digital brings back the dead wise ways #wolfSIGHTS

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A morbid title, but i promise u happy instigative musings. Am not a subject matter expert, hence write this with well intentioned naivety that hopefully shall instigate a few rich thoughts and conversations.

The rise of digital media is bringing back a few old wise-ways back from the dead…especially with respect to ways of ancient India.

My musings about a few of these:

(1) vaadam x prativaadam = taatparyam. Argument x counter-argument = residual truth/understanding/refined knowledge = wisdom. Old gurukul education was based on these priciples…sadly lost in the modern education system championed by rote learning. Google has empowered students with ability to search for both arguments and counter arguments and hence restore to some extent the old wise ways. Yes social discovery of arguments has its own perils. Perils of consuming information which has bias embedded into it…but socialization of argument is a good embedded police to negate such biases.

Check this link for a biz opportunity on the same:

“Why digital is the devil for teachers –http://bit.ly/1Ht5XeR ”

(2) leaving the horrors and human-tyranny imposed by caste system aside for a little. There was once a wonderful eco-system of knowledge. There were the divine knowledge brahmins, the objective (outside society) brahmins and the social brahmins. Let me elucidate: divine knowledge brahmins had spiritual wisdom to impart (the ghora tapasvi – rishis and maha munis), then there were the objective brahmins (the snyasis who would shun materialism and existed outside society, but interacted and objectively studied society), the social brahmins were the karnams, pujaris, the doctors, the vastu experts, the marriage brokers and most importantly teachers. These used to be part of society and interact with society as fellow citizens and hence had a materialistic perspective of life and all its errors and opportunities.

Housed in the gurukuls, outside a community…but connected and dependant on it…these gurukuls used to host the spirtual leaders, the objectivity leaders and the social leaders…imagine how information and perspectives used to merge and jam and evolve for the benefit of the society. Knowledge from different perspectives used to merge and was able to guide living and life better.

Rightly the stranglehold that brahmins had on knowledge was destroyed and liberated…but this eco-system of exchange was lost too.

The relegation of Brahmin caste helped democratise knowledge, but we also lost this wonderful eco system. Imagine innovators connected to real society, administrative policies impacted by pragmatism of everyday life, lifestyle insights going directly into pharma industry and all embedded with social accountability due to this wonderful Eco system.

Last implemented by the vijayanagara empire (ashtha diggajas +)…this eco-system now is finding its way back into society. Whether in a minor way via TED talks and the likes or otherwise. Digital media is connecting the spirtualists, the PHD people, the social brahmins of the new age (by social brahmins…i do not mean caste but anybody who is doing a knowledge based job).

Divorced off the tyrannical caste system, I hope this Eco system rejuvenates itself, aided aptly by digital media.

Wish the Indian govt starts a village of this kind in Himachal or somewhere and broadcasts such jam sessions for public consumption and as inputs for governance.

(3) Naaniyon ke nuskhe (Grand mothers’ simple solutions): The industrialisation phenomenon changed social and filial structures. While an agrarian life needed many hands and joint family systems…the post-industrialization era does not need such a structure.

With the change in filial structure, there was a lobotomy of wisdom of life, due to the divorce of the old from the so called “immediate family”. Naniyon ke nuskhe were dying for one section of the society (predominantly urban section).

Capitalism found business opportunity in this knwoledge-divorce, and increased a nuclear family unit’s everyday dependence on an external advisor (with money as a core component to erstwhile insticutual advice).

Digital has democraticsed this and now naniyon ke nuskhe are back – especially in the social space.

With India growing young, the grey of wisdom will command a premium…there’s an amazing biz opportunity to start a platform where the experts of life for a minimum fee can actually dispense lil pragmatic bytes of wisdom.

These are just 3 examples that I am musing about now…but there are several more I am mulling over and am sure you have several you can point out as well.

What do you think…lemme know! Lets muse together…