The World Strategy Summit, with the theme ‘India Inc - Leading the next revolution’, presented the Indian industry with an opportunity to understand the global perspectives on numerous topics plaguing the industry. Chairing the summit, Bhaskar Das, Executive President, The Times of India Group, noted that “some of the world’s best thinkers are present at this year’s event.” The summit began with an inaugural address from Nitin Paranjpe, Executive Director, Hindustan Unilever Ltd.
Brand guru and author of ‘Brand Sense’, Martin Lindstrom, explained the importance of ‘Getting noticed in today’s multi-channel World’ for all brands at the summit.
The brain behind numerous campaigns for a huge cache of global brands, Lindstrom began his presentation by urging all brand managers to try and think ways to retain the brand image despite the non-existence of a logo in the communication material. Citing examples of numerous global brands that had successfully done this, he stressed the need to own a unique sound or particular colour to retain brand identity. This ‘Smash Your Brand’ philosophy tried to describe that by approaching the brand identity in a holistic fashion, every one of a brand’s touch points with consumers articulated the brand’s identity. So that if any brand component is encountered in isolation, its identity (or sub-brand identity) remains apparent and every communication element must remain entirely recognisable – without the logo.
Moving on to the need for fulfilling all the sensory feelings of a brand, Lindstrom explained how brands nowadays were using all sensory elements – feel, flavour, smell, visual and sound – to increase brand awareness. Citing the examples of the trademark Coca-Cola bottle shapes and Pepsi’s blue colour, he explained how brands increasingly understood the importance of attracting the consumer through sensory branding.
Presenting the key findings of his Brand Sense research in his presentation titled ‘From 2D to 5D: Sensory Branding: What the research reveals’, Lindstrom gave results about a consumer’s five senses’ interaction with brands, the wealth of opportunity and the pitfalls of Sensory Branding.
Finishing off with ‘A holistic view’, Lindstrom introduced the concept of Holistic Selling Proposition (HSP), a new way of thinking that he believes will replace approaches like the Unique Selling Proposition (USP) and the Emotional Selling Proposition (ESP).