Should brands succumb to activism?
Myntra, one of the top fashion #etailer, following a complaint by a Mumbai based activist changed their #logo. The complaint was filed by Naaz Patel of the NGO Avesta Foundation in December 2020. Changing the #brandidentity or logo is not an easy decision but the brand nevertheless acted quite swiftly on the complaint, probably to avoid any further escalations or with the fear of antagonizing their dominant target group. However, it did spark a huge debate on social media giving rise to the meme feast as well. Many experts felt that its high time brands should stop succumbing to bullying and take a stand. Nikhil Narayanan, Creative Director, Ogilvy, posted on his LinkedIn, “If brands begin catering to the whims of every individual, running a business might become next to impossible. Even worse, the devious ones might employ the very same tool to attack rivals who are doing better.” Also,Read More
How much is too much, when it comes to branding
Branding and brand strategy today are some of the most clichéd and monotonous words heard in marketing conferences, board room discussions and now webinars. What has changed however is the broad definition of the term and the scope of platforms where these can be implied. From smartphone screens to tablets, laptops, inflight and travel entertainment to the parallel universe of the virtual world, the canvas for painting the brand image has exploded, almost as existentially, as the Big Bang that created the universe. And while markets, consumers, the media universe, virtual world and economies themselves are still coming to terms with this massive revolution, it is the marketing minds that hold the answers to the ultimate brand evolution. While marketing plays a key role in every stage of brand evolution and business success, the tone of advertisement commercials, best exposure to vital demographics and ROI from the process demands dedicatedRead More
Will Indian brands ever take a stand against real social evils?
When George Floyd was murdered, many global brands came out of their comfort zones and took a stand against racial discrimination, changed their processes, branding and messaging to show solidarity with the movement #BlackLivesMatters. But in India, when thousands of country’s daughters are subject to gruesome acts of rape, murder, lynching etc., you rarely see any brand standing up and raising the voice. What stops them? Is profit everything? Will you buy from such a brand? Does #WomenLivesMatter or Migrants or Unemployment matter to brands? Will the new generation buy from brands who don’t have a purpose towards the society?