brand marketing – Page 384

A cheat sheet on creating the perfect brand mascot

Legacy brands like Amul and Vodafone have been instrumental in using mascots to build their identity. It provides a unique and memorable way for customers to associate with the brand. Mascots help create brand recognition and differentiation. (Images sourced via Twitter))

Building an emotional connection with the customer is key for a strong brand. One of the defined ways to build the emotional connect is by using mascots. They can evoke feelings of joy, trust and loyalty, which can lead to increased brand affinity.

Condoms and deodorants are quite complementary: Sudhir Sitapati, Godrej Consumer Products

Godrej Consumer Products Ltd MD & CEO Sudhir Sitapati

Sudhir Sitapati, Managing Director and CEO, Godrej Consumer Products, wrote in a LinkedIn post after the company conducted the townhall with employees at Raymond Consumer Care (RCCL).

TATA IPL fan parks a nation-wide hit as massive crowds gather to catch action on JioCinema

It is the first time that a sporting event is being streamed digitally at such a large scale for community viewing.

Access to the TATA IPL Fan Park is free of cost. The fan park had a wide variety of offerings for people of all ages, including a dedicated family zone, kids zone, food & beverages, and the JioCinema experience zone.

Global market witnesses entry of 1 billion new online shoppers strengthening digital commerce: Accenture study

Millennials, Gen Z and Gen Alpha consumers are emerging over the next decade in eight fast-growing countries signaling a need for companies to reinvent their digital commerce strategies

Kartik Mohindra, CMO, Pernod Ricard India on innovation of the existing portfolio of brands

Kartik Mohindra, CMO, Pernod Ricard India

In an exclusive interview with Storyboard18, Kartik Mohindra, chief marketing officer, Pernod Ricard India talks about the brands plans to continue its premiumisation drive, introduction of premium global innovation and focus on consumer experiences.

Talent bleed: Ad agencies are losing people. But where are they going?

Industry executives that Storyboard18 spoke to shared that often the roles at the new age companies are an extension of candidate's profile at an agency set-up. (Representative image by Belinda Fewings via Unsplash)

New-age companies, streamers and EV companies are scooping up talent from both mainline and digital ad agencies. What’s on offer are better pay packages, work-life balance and better growth opportunities.

Do physical brand stores stand a chance in a hyper-digital world?

The Indian fashion brand, Sabyasachi, is a prime example of a brand that has leveraged the power of brand stores to build loyalty and create a unique customer experience. Sabyasachi's stores themselves are works of art, with intricate detailing and carefully curated decor that transports customers into a world of classical luxury and nostalgia laced glamour. (Image via Twitter)

Every day millions across the world shop online and our phygital existence has changed everything. But do not underestimate the power of brand stores. Here’s why.

How Appographic targeting plays an important role in maximising brand reach

Tata Safari was the only new brand that made it into the top 100 (Representative Image: Taras Shypka via Unsplash)

Appographic targeting focuses on users’ app interests and types of app that better helps marketers to identify the audience of their needs and wants.

Akshay Kumar: I’ve been wearing athleisure when people didn’t know what athleisure is

Athleisure has picked up since the pandemic as hybrid working has pushed consumers to opt for comfort clothing. The company wants to start its expansion journey from urban centers and then take it to Tier 2-3 markets. (Still from an ad)

Akshay Kumar launches flagship store after introducing his athleisure-wear brand Force IX earlier this year. Plans to expand to ten stores by the end 2023. Storyboard18 caught up with Kumar on the sidelines of the store launch.

Throwback: Raymond’s journey to ‘The Complete Man’

Each television commercial was an event or scene from ordinary life, largely without any dialogue or voiceover, except for the gentle melodious notes of the theme music. Some of the commercials were poignant, some warm and some just fun. Each advertisement showed various facets of a complete man. He did not flaunt, nor show off, he just was. (Stills from ads)

Raymond’s advertising is a great example of using self-concept in building a brand. The advertisements showed the quiet confidence of a man who wore Raymond’s. He embodied the very aspects of being a good human.