Branding: Popularity vs. Morality!
In a country like ours where consumer rights are still very weak, the stronger the concept of branding, the more ordinary consumers will benefit. The more an entrepreneur is aware of the branding of his product, the more he will strive to maintain the quality of his product at a proportional rate. The amount of quality control that will be available when marketing a product with an anonymous twist will be multiplied when marketing a branded product, it can be said without hesitation. At least for this one reason but I tell everyone to be more focused on brand-marketing.
When discussing a brand, everyone pays a little more attention to one thing and that is the rapid popularity of the brand. The tools that are often used to achieve this rapid popularity goal are in many cases unacceptable by ethical standards.
A brand is a personality. And most of the brands in our country try to make themselves attractive to the youth by creating personalities that in most cases go beyond the level of culture and decency. On top of that, the language that is often used in our TV and radio commercials is in many cases just a ridiculous manifestation of a desperate attempt to gain popularity quickly, such as Jose, Serum, Jhakkas, etc.
Those who are responsible for branding or personality of the product should present the product in such a way that the product and its communication complement each other without running after cheap popularity. When working with a brand, it is important to be very careful about the content. There is a tendency in various advertisements these days to resort to extreme drama in order to rent or get extra emotional. Everyone is busy trying to prove themselves a joker or trying to attract attention with a tune that has nothing to do with emotion.
The first question that needs to be verified before communicating the brand of our product in the market is, do we want to be popular at any price or do we want to be a dependent brand?
Popularity is fleeting, but dependence is much more sustainable. The use of language in the communication of the brand in the fascination of popularity is a very irrational way to cross the line of morality and decency. A closer look at global brands reveals that their main goal has been to present themselves as a symbol of dependence to consumers for decades to come. That's why good brands avoid excitement when communicating. There is no merit in filling the TV / radio and billboards with what is going on in the market, because it does not bring long lasting benefits.
The best way to make yourself attractive to young consumers is to articulate true values in an artistic way. Young people only want change, and by repeatedly advertising on the same theme, brands often ignore social norms and try to brighten up their personalities, which in many cases complicates the brand's future.
My only request to young marketing staff is, "Don't just measure popularity by brand development, work to make the brand more credible, a reliable brand remains popular for decades."
Wonderful article