Top Story

e4m_logo.png

Home >> Advertising >> Article

The science of building iconic brands: Tjaco Walvis

22-November-2013
Font Size   16
Share
The science of building iconic brands: Tjaco Walvis

From Amul’s girl to McDonald’s arches, from Coke’s open happiness to Nirma girl, these brands are easily recognised by everyone. Once cannot forget the sweet taste of Cadbury Diary Milk, the trust of Tata and the joyful ride of Maruti. Their unique marketing strategies and powerful visuals have created a long-lasting impact in every consumer’s mind. These brands are accepted by every section of the society and they have transcended the regular definition of just being a brand. In fact, they have become a part of the popular culture. Consumers stay loyal to these iconic brands. However, it is very difficult to build and maintain the status of an icon. It is an outcome of innovative marketing activities and supreme product experience.

But how are these iconic brands built? How can effective branding create icons? The Mumbai leg of the 13th edition of the exchange4media Conclave, presented by NewsX and powered by ZEE will witness a session on ‘The science of building iconic brands’. Tjaco Walvis, Managing Partner, THEY will delve deeper into the creation of iconic brands and why customers choose some brands over others. Walvis will also talk about building strong brands by taking into account the laws of the brain and the connection between neuroscience and branding.

The session will be chaired by Anupriya Acharya, Group CEO, ZenithOptimedia. Acharya joined ZenithOptimedia from Mindshare where she was Leader, Team Unilever South Asia, with responsibility for leading the business across India, Pakistan, Bangladesh and Sri Lanka. She has worked closely with many clients including HUL, Nokia, Colgate Palmolive, Parle Products, Reckitt Benckiser, and Nestle.

It will be interesting to hear these experts throwing light on the blueprint of building iconic brands. The audience will get a chance to learn lessons for effective branding.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends