Top Story

e4m_logo.png

Home >> Marketing >> Article

Indian brands do not believe that India is worth it: Wally Olins

01-October-2013
Font Size   16
Share
Indian brands do not believe that India is worth it: Wally Olins

International brand identity and communications guru Wally Olins addressed an august gathering of marketers and media professionals on building an identity of a brand, at IAA Global Marketing Summit held in Mumbai yesterday in partnership with exchange4media.

After confessing his love for India, Olins began to talk about how emotional factors are key to how one perceives a brand, giving examples of what emotion and human qualities various brands possess; for instance, Volvo represents safety and environmental friendliness, while its competition Alpha Romeo represents pride and being sporty.

“A brand is not a logo, tagline or slogan,” explained Olins, who’s also the Chairman of Saffron Brand Consultants, based in London, Madrid, Mumbai and New York. “A brand is what you stand for, and how you represent what you stand for visually,” he added.

Olins also talked about how a brand idea can be projected through its products and services, via communications and advertising, and through environment. A motor brand, for instance, is product-dominated, whereas a brand like Coca Cola has always been communications-driven. A hotel is a perfect example of being a brand that’s ‘environmentally-dominated’.

But arguably, the highlight of his session was when he spoke about Indian brands – what works for them and where they tend to miss the boat.

There are a lot of products that are ‘made in India’, a line that’s ubiquitously mentioned on the wash-and-care labels of big international consumer brands. “When will products and brands be ‘designed by India’?” asked Olins. He believes that this is because the problem is essentially a psychological one, and not intellectual. “Indian companies and brands do not believe that India is worth it. ‘Made in India’ does not add value. Companies lack confidence of seeing Indian brands on a world stage. There’s no reason for this but it’s there,” Olins stated a harsh truth.

He also added that Indian brands are pretending to be something else. They are mostly inspired by the West, but are not really communicating qualities that are ‘intrinsically Indian’.

Olins proceeded to talk about another interesting quality common to Indian brands – they sometimes get lost in the image of the brand ambassador, which more than often are popular celebrities and Bollywood stars. “Too many brands are built on someone else’s personality. What are you selling here? The face or the brand?  Are the brands suffering from multiple-personality disorder?”

He ended his session by stressing on the fact that Indian brands need to focus on their authenticity, “Brands really don’t need to shout or scream, but it’s more important to communicate that they’re real.”

Olins also shared a few concepts that can help Indian brands shape communication – concepts that are instantly relatable to Indian audiences such as healthcare, frugal technology, Bollywood pop culture and food.

 

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

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO