Ignore the noise around, adopt simplicity, don’t recreate the wheel, take a stand and be optimistic when people around you show pessimism – these were few axioms that K Ramakrishnan, President (Marketing), Café Coffee Day (CCD), shared during a session at the 6th National Brand Summit organised by AIMA. As I belong to a generation that looks relativity at everything that comes my way, I could quickly relate to what Ramakrishnan was trying to put forth.
For any new brand to create a pathbreaking entry in today’s competitive and cluttered world, being unconventional and sustaining itself in the long run are the key features for mass quality visibility. CCD has primarily used the digital platform and, in fact, created its cafes as a platform for other brands to showcase their presence. And, they are in every nook and corner of a city.
Likewise, Volkswagen is all set to create a never-before seen presence in the digital space with the launch of Planet Volkswagen. Talking to Lutz Kothe, Head - Marketing & PR, Volkswagen Group Sales India Pvt Ltd, was another occasion that gave me immense insight into how brands work to make their kind presence felt in the market.
Meanwhile, radio channels like Red M are refreshing their programming formats. English channels like Star Movies are bringing in audience engagement innovations, BIG CBS is busy categorising the best of its shows on niche segment channels – all these changes bring about one conclusion and that is that ‘Brands are now turning youthful’.
Like the late Steve Jobs had stated, “Stay hungry, Stay foolish”. It is very necessary to stand out to be THERE. Well, while citing these examples, I could pen down three similarities with a brand and an individual. One, I think like every brand, every individual needs to make his/her presence with honesty. Two, like every brand brands to maintain their turf in the face of stiff competition, people too should take competition in a healthy spirit and most importantly, wisely, and lastly, like every brand which promises to deliver its best, every person needs to give his/her best too on the road to success, because success is not a battle, it’s a game that one has to brilliantly win – the human touch.
Well, I just got into the study of brands and the study of people, but I have a long way to go to reach what the great Maslow had pointed to the world, the concept of “self actualisation”. Until then, I will try to be a little foolish so that my hunger doesn’t die.