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Showing posts from May, 2018

Brands need unique Expression & Freedom to play a role in the consumers’ life

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Im In the 70’s American Express (or AMEX for the US citizens) the famous campaign said ‘Don’t leave home without it’. It underlined the notion that without the AMEX card, life would be like a ticket-less traveler searching for means. It thus underscored the role the card played in people’s lives. The ad campaign went on to become one of the greatest brand building campaigns of all time. Image: Source Google
If brands connect with you in some manner then it is a great example of ‘brands having a role to play’ in your life. That’s how brands should be – ‘solving a problem in Consumer’s life’ or ‘throwing up a benefit which the consumers may not even have thought about’. This make brands to become ‘favourite’, even followed or repeatedly used and enjoyed. Over a period of time the user may become a virtual slave of the brand or alternatively even grow out of it. This leads to the thought that brands have a life too of their own. Right from Birth they go through different phases of its life:…