On 25the July, I attended my first Brand Night. You might be thinking what it is. Brand Night is the event (initiated by our marketing Prof. S. Anantram) where everyone, who is loyal to any brand, expresses his feelings, cherishing moments, love, affection, and experience with his brand. Not only this, the loyalty has to be shown by reflecting the Brand’s personality in you by dressing up in that manner. In simple terms, we had to reflect – “If my brand were a person, how it would have been”.
The scene at the venue was unprecedented. There were logos on faces, chests, backs, hands, and legs. Everyone was so excited while showing his loyalty for his brand that when someone said – “Boost is the secret of my energy”, another Brand loyal of Kingfisher Beer (pointing to the kingfisher logo on his chest) said – “Mine is this, not boost.” There were brand loyals for Dove, Maggi, Closeup, Nivea, Lo’real, Goldflake lite and you name it. The atmosphere at the event was blazing, dazzling, and blatant.
I would call it the show of ‘power of brands’. I got to think about many insights. How does a customer perceive a brand? How does he respond to the communications of the brand? Companies spend billion dollars on studies to know this but they hardly get to know what exactly is there in customers’ mind. Sometimes the customer can be crazy for the brand for a very silly reason that the academic jokers can never think of.
What makes a customer loyal for a brand? Does that reason remain the same for a large number of customers? Can that reason be extended to the overall product class that the brand belongs to? These are some of the questions that, if answered, might prove to be very helpful in getting Brand Insights.
No comments:
Post a Comment