BRANDING

A COMMUNICATION DIRECTLY WITH THE AUDIENCE

26/08/2018

For understanding what a brand is, you must first understand that your brand does not exist either in your marketing department, or your public relations team, or your CEO's office. It's an image developed or created and exists only in the minds of your customers. A brand is the sum total of all the impressions a customer has, based on every interaction they have had with you, your company and your products.

Every Interaction Conveys a message

Every interaction between you and your customer has a story to tell. Consider your product (a big interaction) point to the story that your company is innovative. The aesthetically pleasing design of your product package conveys that you are sophisticated and elite. But what if your customer relations executive is rude or your customer service is hard to contact? What if your CEO makes an off-color joke that's caught on a news camera? Every one of these things is interactions you have with your customers, and every one of them is going to affect how they view your company.

Whatever brand message you choose, make sure that your customers' impressions all point in the right direction. Remember the old marketing adage: "A bad advertisement is worse than no ad at all." By sending consistent, targeted messages your customers will understand exactly who you are and what you can do for them.

Branding – Reasons for necessity

There are thousands of reasons behind the need for branding, but first and foremost is to create the good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that.

Branding also helps you beat the heat of ugly competition of different brands.

Branding increases a product’s market value.

It gifts you customer’s loyalty.

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WHOM TO OPT FOR YOUR MARKETING SOLUTION

FREELANCER OR MICRO AGENCY

29/08/2019

Freelancers work independently and directly with their clients and are not associated to any particular one client for a long time. Micro agencies are such agencies that can be hired #anytime #anywhere.

FREELANCERS – AMALGAMATION OF DOMAINS

For some clients, a marketing or creative agency might be more than is needed, but freelancers on the whole tend to be specialists, who need you to invest time in managing and overseeing their work.

Let’s consider you are setting up a new brand of clothing and are in search of a dedicated advertising strategy. Branding requires designing stationery, website, digital and non – digital advertising, etc. To get the best for all the section you may decide upon hiring a freelancer.

Each aspect is developed by a different freelancer who is an expert in his/her work, leading to amalgamation of different thoughts. You have a distinguished marketing team working with your time in managing and getting the desired output.

https://www.youtube.com/user/fcbayern (GIF Link)

Last but not least you end up spending your time creating marketing materials rather then focusing on other details of your startup.

MICRO-AGENCY - A ONE STOP SHOP

On the other hand, if you choose to hire a micro agency you choose to let out your responsibility to someone who understands your requirement and will have the best hands working on your project.

A micro agency saves your time of managing and overseeing the freelancers work and deliver you the final product for your consideration.

Micro agencies can be hired at any point and they will manage your account utilising their expert tools. With micro agencies you are at peace in terms of co-ordination and quality of work.

You can also opt to hand over your entire marketing responsibility and ask to achieve the best results. In such cases all you have to do is wait for the result rest all is handled by them.

Peace Out and hire a micro agency before your competitor does!

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1975’S COLA WAR

AN EMINENT ANALYSIS OF BRANDING COROLLARY/1975’S COLA WAR: A YEAR TO CHERISH IN THE HISTORY OF BRANDING

04/09/2018

Marketers of the company, Pepsico started a legendary campaign in the world of advertising in the year 1975. The campaign was supposed to fire the first shot in the COLA WARS.

Booths appeared in the malls and supermarkets, sports arenas and state fairs. Participants were asked to drink two sips from two different unmarked cups and were asked to give their opinion about their liking. Overwhelmingly, the choice was clear: consumers favored Pepsi. In almost every venue, in almost every demographic, Pepsi was the winner.

At the same time, a contradictory event was taking place on the other hand. Coca-Cola was destroying Pepsi in market share.

Many attempts were made to clear the unclear scenario. Malcolm Gladwell, a renowned canadian journalist, author and public speaker, mentioned in his book in 2005, that the reason for disparity is the small amount of drinks. He suggested that people when drink small amounts, they prefer sweet taste which pepsi is. But the theory is still not supported by any competing taste tests.

A research professor at the Baylor College of Medicine decided to really put the claims to the test to figure out, physiologically, why consumers made that choice.

He put test subjects into an fMRI, a machine that tests brain activity by watching the flow of blood from one region to another.

In the first phase of the test, he had subjects drink cola while their brains were being scanned. Once again, Pepsi was chosen as the favorite. It was the ventral putamen that lit up on the scan—part of the brain that makes up the reward system. In essence, the brain was saying "I like this. It makes me happy."

In the next phase of the experiment, researchers altered a key component of the test: this time, they told participants what they were drinking. It changed everything.

No longer was the reward system lighting up: instead, it was the cerebral cortex, the higher-level decision-making part of the brain. When people drank, their brain wasn't evaluating flavor; it was evaluating memories and experience. And when this higher-level cognitive part of the brain was working, Coke soundly beat out Pepsi.

This, according to the researchers, was the effect of branding. When a consumer has previous impressions of a product or company, it will actually change the way their brain evaluates such straightforward decisions as "which tastes better?"

Coke has a long history of standout marketing efforts. Collectors buy up old ads and bottles dating all the way back to the 1880s. People buy clothes depicting the famous Coca-Cola logo. There is even a Coke museum in Atlanta. And when they look to make their purchase decisions in-store, all of that material makes for a powerful brand.

NAVRATRI

THE FESTIVE SEASON BEGINNING WITH NAV(9)RATRI

17/10/2018

Gear up to celebrate the festive season beginning with NAV(9)RATRI. It’s a Hindu festival and is celebrated with great sensationalism across the country for 9 nights and 10 days. Different parts of the country celebrate the Navratri in different ways. The devotees fast and worship the nine manifestations of Goddess Durga, also known as Shakti. Each day, one form of Goddess is worshipped. Here is the first form of Goddess that is worshipped today.

NAV(9)RATRI

Day 1 - Shailaputri

Shailaputri was also known as Sati, Bhavani, Parvati or Hemavati is the absolute form of Mother Nature. Born in the house of King of Mountains, The Himalayas, Shailaputri literally means the daughter (putri) of mountains (Shaila). Goddess Shailaputri is illustrated with two hands and a crescent moon on her forehead. With a trident in her right hand and a lotus flower in the left., she rides on mount Nandi (bull).

Day 2 - Brahmacharini

On this day, Goddess Brahmacharini, a devoted female student who lives in asharam with her Guru. She wears white clothes, holds a japa mala (rosary) in her right hand and Kamandal, a water utensil in her left hand. In this form, Parvati became the great Sati and her unmarried self is worshipped as Brahmacharini.

DAY 3 - Chandraghanta

Goddess Chandraghanta, is the married form of Goddess Parvati and is worshipped on the third day of Navratri. After getting married, Goddess Parvati started adorning her forehead with half Chandra and due to which she was known as Goddess Chandraghanta. This form depicts, Goddess Chandraghanta to be ready for the war will all her weapons. She mounts on the tigress and carries lotus flower, Arrow, Dhanush and Japa Mala in her four right hands and keeps the fifth right hand in Abhaya Mudra.

DAY 4 - Kushmanda

On the fourth day, Goddess Kushmanda is worshipped. Goddess Parvati, after taking form of Siddhidatri, started living inside the center of the Sun so that he can liberate energy to the universe. Since then Goddess is known as Kushmanda. The glow and radiance of her body is as luminous as that of the Sun. Goddess Siddhitari rides on the lioness and is depicted with eight hands. She has Kamandal, Dhanush, Bada and Kamal in the right hands and Amrit Kalash, Jap Mala, Gada and Chakra in the left hands in that order.

DAY 5 - Skandmata

On the fifth day, Goddess Skandmata is worshipped. When Goddess Parvati became the mother of Lord Skanda, she was known as Goddess Skandamata. Goddess Skandamata mounts on the ferocious lion. She carries baby Murugan, also known as Lord Kartikeya and brother of Lord Ganesha in her lap. Goddess Skandamata is depicted with four hands. She carries lotus flowers in her upper two hands. She holds baby Murugan in one of her right hand and keeps the other right hand in Abhaya Mudra. She sits on the lotus flower and because of that Skandamata is also known as Goddess Padmasana.

DAY 6 - Katyayani

The most violent form of Goddess Parvati taken to destroy the demon Mahisasur is Goddess Katyayani. Goddess Katyayani is worshipped on the sixth day. This form of Goddess Parvati is also known as Warrior Goddess. It is also believed that as Goddess Parvati was born at the home of sage Katya, her this form is known as Goddess Katyayani. She rides on a magnificent lion and is depicted with four hands. Goddess Katyayani carries lotus flower and sword in her left hands and keeps her right hands in Abhaya and Varada Mudras.

DAY 7 - Kalaratri

Goddess Kalaratri is worshipped on the 7th day. Goddess Parvati removed her outer golden skin to kill the demons Shumbha and Nishumbha and became known as Goddess Kalaratri. Kalaratri is the fiercest and the most ferocious form of Goddess Parvati. Goddess Kalaratri’s complexion is dark black and she rides on a donkey. She is depicted with four hands. Her right hands are in Abhaya and Varada Mudra and She carries a sword and the deadly iron hook in her left hands. She blesses her devotees with Abhaya and Varada Mudras. Because of her Shubh or auspicious power within her ferocious form Goddess Kalaratri is also known as Goddess Shubhankari.

DAY 8 - Mahagauri

On the eight day, Goddess Parvati’s fair complexion form, Goddess Mahagauri is worshipped. Goddess Shailaputri was very beautiful and had fair complexion at the age of 16. Due to her extreme fair complexion, she was known as Goddess Mahagauri. Goddess Mahagauri mounts on a bull because of which she is also known as Vrisharudha. Goddess Mahagauri is depicted with four hands. She carries Trishul in one right hand and keeps the second right hand in Abhaya Mudra. She adorns Damaru in the one left hand and keeps the second left hand in Varada Mudra.

DAY 9 - Siddhidatri

Goddess Siddhidatri is worshipped on the ninth day of Navratri. At the beginning of the universe, Lord Rudra worshipped Adi-Parashakti for creation. It is believed that Goddess Adi-Parashakti had no form. The Supreme Goddess of Power, Adi-Parashakti, appeared in the form of Siddhidatri from the left half of Lord Shiva. Goddess Siddhidatri sits on Kamal and rides on the lion. She is depicted with four hands. She has Gada in the one right hand, Chakra in the other right hand, lotus flower in the one left hand and Shankh in the other left hand.

UX Design Trends

UX Design Trends 2018

24/10/2018

All eyes have been chasing the new kid in the market that has evolved slowly and gradually in the designing field. The year 2017 saw a glimpse of UX. The hottest buzzwords last year included smarter personalization, Artificial Intelligence (AI), and Virtual Reality (VR). Standing out of the race was this one word – Digital Disruption. The UX trends last year also saw an incredible rise in a minimalistic approach in terms of layouts. Wherever one looked, there were videos that partnered pixel-perfect illustrations. In addition to this, the animations we saw were extremely delightful, as well as functional, and gradients were very popular. Personalization, Gamification, and Conversational interfaces were also all the rage.

What 2018 is going to offer?

Till a year before, people were understanding the term UX, what it is really about and discussing its lifespan. But UX being a smart kid was slowly growing amidst the chat. This year we can’t be more thrilled but to know that UX has grown to UX 2.0. It now comes with a number of new trends that can provide a frictionless experience, smarter personalization, and technology such as augmented reality, virtual reality, and voice assistance. Without further ado, let’s delve into what you can expect from the newest, coolest kid on the block, UX 2.0:

Business & Design – Hand in Hand

One of the latest UX trends of 2018 involves an accelerated shift from UX design to Product Design. The designers are now expected to understand more about the business they are designing for. They need to inculcate even the minorities of business. The design field is maturing and the spending budget on designing is expanding. The design landscape is gradually becoming a lot more competitive, as well as complex. Thus, the roles and responsibilities of the designers will begin to grow.

Re-engineered Designing

Compared to last year, this year UX designers have started to wear different hats— not just the design hat; UX design practices of 2018 also includes re- engineering, and not just redesigning. A simple reason lies behind this— UX designers should be improving people’s lives with design, but these designs should also help meet business goals. Trending UX will prompt designers to be more strategic about features, screens, and experiences they create. And so, it’s about time designers accept the fact that they aren’t just artists, but are also business persons— it’s for the best, really.

Story Teller

With customer journeys becoming more and more fragmented, it’s now the responsibility of UX designers to ensure brands are telling a coherent story across all channels. It’s also vital for them to make sure these stories are convincing, interesting, and human. This is why, this year, UX designers have brought written content in the spotlight. 2017 marked the beginning of a new relationship— the collaboration of UX designers and copywriters. This cross- pollination will only continue to grow this year, as the term “UX writing”— one of the latest UX trends of 2018—starts to be used to describe not just a technique, but job titles too.

Starting of a new relation

As mentioned earlier, UX 2.0 has brought in a whole lot of new technologies such as voice assistance and VR. For many designers these technologies are nomadic terms. However, designers are taking up this new challenge and are effectively communicating the same to the developers. This has mark an era of beginning of a new relation. Developers and designers will need to work extensively together in order to ensure that these new technologies are ready for adoption by the users. This is why, UXers will need to make sure that their skills are up for the challenge— designers who have knowledge of coding, will be the leaders of innovation in UX. Moreover, having knowledge of frontend development will streamline the collaboration process, and make it seamless.

Voice Activated Interfaces

Branding has taken a leap by going beyond pixels. It’s now a lot more than how the brand looks and what it says. Non-pixel based experiences are encouraging designers to rethink a brand’s personality, actions, as well as signifiers— of the new UX trends of 2018.

VUI will play a major role in keeping users engaged, in this chaotic world that is full of distractions. The recent developments in natural language processing and machine learning, have ensured that VUI and chat bots are able to comprehend complex conversations and predict your responses.

This may seem shocking, this UX trend is making UI redundant. Screens will start to go away, and interactions will primarily take place via voice, gestures, glances, or even thought.

AI Powered Really?

Today’s trend includes the heavy usage of Artificial Intelligence. A number of people have started to experiment with AI, which is why we’ll see an upsurge in applications that will open doors for users to tech advancements. Thus it has become necessary to know about the platform well, understand its limitations, and basically get your hands dirty.

Every service we know of will add the label “AI-powered” to it. This could include AI that creates bodega vending machines; AI that controls your meetings; AI that checks on your pets and kids for you; as well as AI that could replace you at work. You probably haven’t noticed this, but there’s one thing that’s happening here— we’re using a buzzword without really knowing what it actually means. So let me get this straight for you

  • AI is an aspirational term that reflects a vision with multiple way execution.
  • Calling anything and everything AI does a disservice to our industry. It’s common for designers to pretend they know exactly what AI is and how it works, and end up using the word incorrectly, when in fact, all they’re trying to say is “smart algorithm”.