Kraftshala

chou

choice of movies

Such a drastic change also due to price of movie tickets , drastic rise in increase of cinemas, drastic change in
lifestyle of people, people started going to movies much frequently, higher spending capacity, rising income and
much more promotions from movie makers
https://blog.hamk.fi/gfb/7-branding-approaches-you-have-to-know-about/
Aditya asked, "Sir can you explain once why the BB advt failed?" So at the end of this session you will have an
Essence framework that will answer this clearly. For now, think about this logic. Pissing off your own TG to go
after another TG (even if it is a lot bigger) is never a good idea. If you try to target everyone, you are not able to
target anyone. Which means you will not able to delight anyone. You lose your brand identity. YOu will neither be
for the professionals nor for the cool youngsters yo want to get.
CALL With one customer
Writing Brand essence
@saksham asked, "What is the difference between Brand Essence and Positioning?". Okay, first let me ask if you
know the difference between messaging and positioning? Messaging is what a brand says in a specific ad. The
messaging of a brand can change in every ad. So even in the same campaign a brand can have different
messaging. Now let us come to Positioning. Positioning is a long term strategic space that a brand takes in the
consumer’s mind. So when Dettol takes the space “Kills 99.99% Germs”, that is a positioning. Now 3-5 years down
the line the positioning might change to “100% surety” or in another country it might become “Protection for
your family”, however it will always be based on the Dettol’s essence which is “Protection”. The essence is the
soul of the brand that should never change.
Thums up
What is superconsumer exactly". So the SuperConsumer is a very detailed understanding of your target
consumer. Think of it as a writeup that can help you visualize the lead actor in your advertisement itself. It will
have all parameters of segmentation that your target segment has (age, income, gender, need states etc.) but
over and above that it will have imagination as well. It will have specific personality traits that you want your
brand to be about, etc.

At what convenient time should a brand can come up with brand essence?". Essence is best written down when
you have an actual running business with a good number of happy customers. If we write the essence at an MVP
stage or an ideation stage then the problem is that you don’t even know your product or your consumer yet. It is
like Shahrukh or Salman Khan trying to write their essence when they are just one movie old. It will be a useless
exercise. Hence Essence is not so much as written but found out with experience.

Swati asked "What is the metrics to measure brand essence?"" The answer is : "Imagery statements associated
with essence and checking them via brand track studies regularly."

Avinash Asked " Can you please brief at what stage a Brand essence document is writen for a)new product which
is to be launched b) For existing product.. ?" The answer is: As soon as possible. In some cases new product brief
may come from the brand essence (if the new product is an extension idea)

@Pridhi asked, "Brands like Coca cola competes in such a competitive space thus targets its set of customers very
sharply, as mentioned. So if, there is a brand which has a niche market or does not have much competitors in the
domain it operates, so the brand should still continue to target sharply?" What we need to understand is that
targeting is at two levels. First at the level of creating the communication. There you should be very sharp so that
you mean a lot to atleast someone. If your SuperConsumer is wide then you will have lukewarm communication.
Another level of taregting is Media Targeting, which means who are you going to show the ad. Media TG is
always bigger than SuperConsumer. So on TV, on digital, you will have wider media targeting.But in the storyline,
you will be very sharp.
Anyone who wants to read about difference between Media TG(Target Consumer) &
SuperConsumer (Communication TG), check this article: https://kraftshala.com/why-is-
defining-a-target-audience-critical-for-a-brand/

 When everyone is doing cause marketing - it is possible to get lost in crowd?"" - The answer is: It is important for
the cause to be coming from the brand essence. Dove with real beauty as the thought can talk about how every
woman is beautiful in her own way. Pepsi with it cool and swag personality cannt suddenly do it. Brands can cut
the clutter if the purpose they have is deeply entrenched and coming from their essence. It shouldn't be a qsr
activity, but a reason for being for the brand. McDonalds talking about solving hunger for poor people isnt going
to cut ice when they anyway arent considered the most nutritious of foods
Shreshtha asked, when doing brand awareness - should we start with functional benefits or
emotional? The Answer is: It depends completely on your category, Usually categories which
are still emerging tend to go for functional benefits to get the consumers to start using it. E.g.
when Uber and Ola came in, they gave you reasons like convenience etc. But when a
category is established and you are trying to carve out a differentiation, you tend to go for
emotional. But there is no prescribed method. There are brands which go for both in different
taget audiences. E.g. Bournvita goes for Nutritional reasons in T2 Audiences. While it talks
about Tyaari jeet ki which is completely emotional when it is going for audiences which are
already using the category.

Sara/alia? -> none of them , infact no filmstar as dove focuses on

real beauty
Aamir khan- point of discovery was lagaan
Satyamev Jayate – part of aamir’s brand essence
@Rishabh asked whether these frameworks are covered in the programs. The answer is yes, this and many more.
We keep working on those sessions in discussions with variouos industry experts to fine tune them. Professional
Brand Managemnet is the one program where all of it comes together! Do check it out :)
"Really want a repeat explanation of why BB ad was a gorilla move." So Ananya we actually wrote down the
Essence of Blackberry as it was when this ad came out, and it was "Professional Efficiency". In this ad they made
fun of professionals. They made them feel non-exclusive. And a brand shouldnt go against a word that is present
in its essence. Now look back at the ad, here: https://www.youtube.com/watch?v=X_Dpr1uJnb4. You can actually
see the actors who are playing the professionals in the ad with pissed off faces. :D They should have known. So
they stood for professional efficiency, and had that space in the consumers mind. They lost their essence when
they flouted their essence.