Archive | leadership RSS feed for this section

Does your Brand have a Brand Song?

18 May

Very few companies have kick ass accessories (Manchester). Many Companies have great tag lines (Nike). Loads of companies have Jingles (AIRTEL). Almost all companies have a recognizable Brand Logos (Apple).  Now ask yourself this question:

How many companies do you know which has a Brand Song?

I got thinking about this during my Organizational Behaviour class last Saturday. Thinking about it for some time, I connected the thought process to the brand I was working with previously – BODYFUELZ. BODYFUELZ has great products & accessories, no tag line and no recognizable brand logo. The name in itself is the brand logo. And it definitely dint have a brand song. Come to think of it, I find very few companies have brand song.

In the lingo of tourism marketing, a nation has a brand song which is used to woo customers both from abroad and domestic. For India, the national anthem is a great brand song. It is one of most loved brand song ever made. The minute you hear the national anthem, a sense of pride swells into your heart. You connect yourself o India. And if you have heard it enough, as foreigner, you would know the Indian anthem anywhere. It’s a beautiful song.

Even, Vande Mataram , though not the national anthem, is a brand song in its own right in connecting it to Brand India ( thank you Lataji & ARR  for taking it to the world)

The big point is this: If a nation of billion people can be moved with a great national anthem, usher in patriotism and loyalty, why can’t an organization have a great brand song?

When are you going to get a brand song for your company and its brand portfolio?

A great brand song:

  • Immediately connects the customer, the employee, the stockholder to the brand and its attributes.
  • It is a great differentiator
  • Will make the customer feel part of an elite group whose products they use which has a kick ass brand song.
  • Builds brand loyalty
  • Gives the customer a sense of pride in owing the product
  • It also gives you a chance to go viral

Brand Song, Social Media, Word of Mouth:

Do you need a Bharth Bala or ARR or Black Eyed Peas to get you a great company Brand Song? Fo-fo… Not at all! You can get a great brand song from your customers. Better still; go ask the whole world to make you a great brand song. Go Open Culture.

All you need to do is to ask them. Nicely.  Politely. And you better be sincere about it.

Here is what you can do:

  1. Create a separate webpage in your website inviting people from all over India/world to contribute to a great brand song. You will have budding artists, visual communication and music students, potential bathroom singers, husbands, housewives, your own customers, someone from Somalia may upload a brand song for you if you give them the opportunity.  This is crowd-sourcing
  2. Ask them to upload their brand song in YouTube and pull it to your website and invite people to vote for the brand song.
  3. Use public relations not advertising to spread the word about this campaign.
  4. Invite famous people (see if you can get ARR or Chitra) to judge the brand song.
  5. Invite comments from other people about the brand song.
  6. Recognize and honour the brand song maker by putting up their name in your website, press releases.
  7. Not many people want money, they want to be respected for they do. Acknowledge them for their effort. You may pay them but see if you can give them a platform to showcase their talents.
  8. Next, short list and give exclusive access to your customers and ask them to choose what the song they like. This is interactivity. No point in having a brand song which your customers hate.

Done? Then, produce the song yourself. Again, you don’t need celebrity artists to make it for you. Go to colleges which run visual communication and media courses and invite students there to make that brand song for you. I know of many engineers working in big software companies who are weekend music makers with their own band dying to get a chance to be part of something like this, so find them and ask them to make it for you. You are not going to pay them a bomb here; instead they will thank you for the opportunity.

Finally, unleash the Idea Virus (as Seth Godin so eloquently puts. Thank You Seth!) :

  • Release your company brand song in your website.
  • Go ape in Youtube/vimeo/metacafe
  • Create ring tones and pass it on to your company employees and customers and request (not ask, mind you) to spread to others. They will. You know why? Because they built that song. You made them part of the process. You recognized their value and contribute. Heck! You even made them feel great!  So, why won’t they spread the song?

Spread the song and the brand name spreads.

Journalists love the juicy stuff and will start writing about your company and what the company has done in newspapers and websites. Treat these journalists with respect. Give them the info what they need.

You are not done yet though.

Go to the bloggers. Ask the bloggers to review the brand song in their posts.

Go for barter system here. Exchange your product or service for their review. And if you tell me that you don’t have anything to give them, stop reading this post, get to your R&D and make a kick ass product and then follow the thoughts above.

Finally, use social media, facebook fanpage, twitter, social bookmarks and take it to greater heights. But like Jeremiah( my mentor cos of who I fell in love with social media ) says – Always have a social media strategy when using these tools.

So, who says you can’t have a Brand Song?

[If you like my thoughts here, i would greatly appreciate it if you spread it around with your twitter/facebook/orkut /linkedin account. Thank You, Very much]

Advertisements

Three subjects I love in my MBA program.

26 Apr

As you all know, I am pursuing my PGDM (part time executive) program at IFMR, Chennai. Love the college and the profs there.

Of the many subjects I learn during this 3 year course, I enjoy 3 in particular. Here is what they are and why:

Organizational Behavior:

One of my favourites. It’s a subject which teaches you how to run the people aspect of any business successfully. It’s about how EQ & iQ can help you work with your team members in complete sync. This course also teaches on traits to be a successful leader, a good team member, or how to recruit the right person for a job, and what kind of HR practises we need to put in place to foster a good culture. OB (as it is usually referred to..) is also about strategies you can put in place to make a company a great place to work .

I learnt the dynamics of group behaviour and , conflicts and negotiations and various other theories on managing teams and on how to become a good manager.

Learning it part-time helps me connect what I learn in class to what is happening in my organization.

Course Materials include case studies and text book : Organizational Behavior by  Robbins, Judge and Sanghi

Economics:

I majored in this subject during my UG . Again, love the subject . There are days when I wish that i had become a pure economist and a researcher than becomea marketing guy. I get to understand the Indian and world economy from Macro and why people but and do what they do from Micro Economics. Through practical examples and theory from Greorgy Mankiew books , I love reading reading up on economics .

Marketing :

The bastard son of Sales.  I am a complete marketing guy. And I love Brand Marketing specialization because I am all about communications and relationships. I have always known that one day I would become  brand marketing and communications guy. I just honed in on digital marketing and e commerce at later stage of my career .

I am not a great fan of advertising but love the idea of building brands through publica relations, BTL, word of mouth and digital .

Co Creating Value with your customer. How a Saloon can use social media to build its brand reputation

21 Apr

I was waiting for my turn for a haircut at the regular saloon shop when I started talking to the guy in charge also who happened to be the brother of the owner. We were discussing latest mobile phones, laptops, fitness etc,When I asked him – “Is that computer connected to net?” He replied with an affirmative.  I asked him if his saloon had a website or a facebook fanpage or an orkut community group.  No, his saloon did not have any online presence.

So I ask him – “How many branches you have in this city”.

Reply: 12 branches in Chennai. 3 in Coimbatore.

“What kind of customers do you get here? Age group? “, I ask.

Reply:  Customers come in all age groups.Male and female.

I understand from the cost of basic haircut that the shop reaches out to middle and upper class.

I tell him – Guess what? I can help you expand your business. Grow your customer base, improve sales and more importantly build brand loyalty which will generate word of mouth.  And you don’t have to spend tons of money. Are you interested?

Reply: Absolutely…

I became a Social Media Consultant for him.

Here are the points I discussed with branch head. Maybe you can use it too…

Website:

Start with a simple website. Simple content should suffice. Don’t worry about SEO and SEM. You don’t need that here. First, cover the basics:

About the company, who owns the company, History of the company, what are the services you are offering, prices for each of your services, meet the barber

Let us focus on 2 features:  Services offered and Meet the Barber page

Services offered will have different hairstyles with pictures for the customer to identify each hairstyle. Also, why not a video testimonial of a satisfied customer? Host the video testimonials to a youtube page which will have other similar customers giving you 3 min testi of your services.

Meet Ur Barber Page: Will have the name and profile of the barbers you employ with ratings section. Your customers can rate the barber in an open transparent system. Every month the barber who gets the maximum ratings gets incentive. Thus, you also build morale and a healthy competition which in turn will improve productivity.

The website can also have a page dedicated to latest hairstyle in vogue. Your customers can chose the hairstyle, get the name and when they visit you next time, then can mention the name and get it done.

Let your website also have a space for your customers to submit ideas. This is your UGC (user generated content). This is important. UGC has power. Give your customers power and give them platform to share. That is why you need…

Facebook  Fanpage :

Your facebook fanpage should be integrated to your website so that your customers can connect and collaborate with each other online. Here are the things you can do:

–      Post pics of latest bollywood, Hollywood heros and heroines with their latest haircut. Ask questions and generate interactivity with fans.

Eg: Post in your fanpage wall – Check out Brad Pitt’s latest hairstyle ( post the pic). Kool huh? Who wants this hairstyle? The first 10 people, who wanna have this haircut, comment here and get 10% off.

Or,

Eg : kareena latest haircut ( post the pic) . You can get it done at any of our branches. Just drop a mail with your details to fix an appointment.

Or,

Eg : Our new facial for summer is out. It’s a blend of (this and that). The first 10 who post a comment here get 30% off on this new natural facial.

–      Post videos of your customers in youtube and pull it to fanpage

–      Offer tips on grooming

–      Offer sneak peak and special discounts exclusive to online customers

–      Ask your customers to directly post pics or videos of their fav good/bad hair moment

–      Invite your customers/fans to post ideas, seek advice on hairstyles, good hair maintainance tips etc…

All this will go in building a good brand name and generate word of mouth buzz.

Twitter:

Twitter should be next in agenda. Use the content which you have and post it to twitter. Today, loads of Indians have twitter handle, why not connect with them?

Twitter is important because Search Engines now give importance to social media feeds.

Use blogs: Start a corporate blog. Comment on other blogs which has content on grooming, facials, hairstyles etc…

Write to online local/citi portals to feature you.

There are huge load of things you can do with social media.

( if the reader of this post wants to discuss more ideas, get in touch)

The branch Head then had a big question for me:

“Vikas, how to bring fans or bring customers to facebook fanpage?”

Answer:

Simple! From now, every time you give a bill to a customer, ask him for his name and number, mail id, and ask if he has a facebook, twitter or a blog presence .

Then tell him, this – Sir, we have a facebook fanpage and we have plans to have a website, may I invite you there? Is it ok if I send you an email invitation? You can also give us your ideas on what and how the website should be

If the customer agrees, then later send him a mail. This is Permission Marketing. You are not blasting spam; you are asking the customer his permission.

This is social media at its best and the customer will appreciate it.

Crowd sourcing:

The saloon has all sorts of customers who use their services. Why not run a contest inviting web designs? The best web design will become the official web design and the guy/gal who wins get 3 haircuts free with the name featured in the website.

Some of you who read this may argue , why is that I am going to such lengths in discussing social media for a saloon.

You are obviously missing the point.

The point is – Social Media is not confined to big brands. Social Media is sometime best suited and most effective for small business owners who wanna build big brands.

I am always open to crtizism or better ideas.

You can tweet me @spartanvikas

If you like my post, may I request you to share it in twitter, facebook or Delicious?

Dedication :

I would like to dedicate this post to C.K Prahalad, the pioneer behind the idea of Co Creating Value with the customer. He inspires me to give the best I can give to my customers.

Times Of India – TOI – Mind your Language

20 Apr

Let me not be the judge .. Wondering if it is correct to use the sentence -” HC tells cops …”

This is a very responsible Newspaper is it not ? We mere mortals can go wrong in our english language, but high standards of english  is expected out of a national level newspaper , no ?

Correct me if I wrong .

TOI Sleaze Journalism – Is this a way to build a brand?

17 Apr

Sleaze Journalism by TOI

Sleaze Journalism by Times of India :

TOI it is all about sensationalism and sleaze reporting and promoting to increase readership and TRP ratings. Why use the word SEX in this ad just because a glamorous lady is involved in the current IPL controversy? Why create such sleaze journalism? Why waste paper unnecessarily for printing this edition? Crest edition contains nothing by useless content and loads of advertisement to make money and mislead people .

The question I am asking : Is this how a national brand should behave ? Is this how you build brand reputation ?

Using the word SEX is to gain eyeballs to increase readership ratings is the most disgusting and unethical way to promote brand …

The Man Who Destroyed India’s Wireless Industry

27 Mar

You are looking at the caricature of the man who singlehandedly destroyed India’s mobile wireless industry. Let us thank him for the following :

  • For unleashing corruption and siphon of thousands of crores of money unprecedented  and unheard of  in the history of  Telecom Industry anywhere in the world.
  • For pushing India back by 10 years in 3G technology when cities around the world are ushering  4G.
  • For redfining the definition of bureaucracy bullshit in the most extreme scale possible.

Kudos to the dude …

Note : In case you see merit in my post why not post it in your social networking profiles like facebook,orkut,twitter or any other social book marking sites like digg,delicious or stumble upon ? Awareness leads to healthy and honest opinions and debates and may lead to a change. You do want CHANGE, don’t you ?

1:9:90 Theory of Online Brand Marketing

21 Feb

I was reading a newspaper today when I came across the idea on the 1:9:90 Theory. Not sure who was saying this in the newspaper but I am definitely not going to claim that this theory is mine. I am only going look at it a bit deeper.

The 1:9:90 Theory is simple to understand, profound in thought and difficult to implement. But thou shall reap immense rewards if you execute it.

The Theory says:  Among your consumer group (or target audience if you will):

  • 1 % should create content
  • The content created by the 1 % should engage 9% of your audience and convert them to Brand Evangelist or to use the Facebook phraseology – Fans.
  • This 9% of brand evangelist should then take the content, connect and collaborate with 90% of your target group. Of course, the 90% who will absorb the content is important but marketers in the online space would do great by focusing on finding the 1 % content creators.

These content creators are what, if I may borrow Seth Godin’s terminology –  Tribes.

Find the Tribe:

Seth Godin in his remarkable book Tribes talks about how it is important to find and engage the members of a  Tribe. The Tribe are your diehard fans. He/she is the one who will do what it takes to get and use your product/service ignoring all others in the market. All you ought to do is make space for your fans/core consumers to create content. Democratize your company. Give them the tools. Let them create content. All you have to do is channelize the tribe by being the Leader.

Let the fans create the content, find and touch base with the 9% of the brand evangelists who in turn will share the content with 90% of your target audience.

Your job is to basically find the content creators.

And it isn’t an easy job. But it is definitely better and more effective than creating million dollar advertisements targeting everyone out there and praying to Almighty that someone watches the ads and respond to it.

Finding loyal fans and content creators is tough but it is long lasting, just like true love. Finding true love is not an easy job. But when you find it, engage with that person, nourish the relationship; it becomes bliss and long lasting.

It was exactly this point Geoffrey Moore was trying to tell us in his seminal book Crossing The Chasm.  The book is all about the importance of Early Adopters of technology.

Find the Early Adopters.  Give them the importance they deserve. Give them the tools through which they can play with your product/service. Show them how you value their passion for your products. Then politely ask them to create content for you. Ask them nice and be honest about it and guess what? They will give you the content. And since they are doing it out of passion and love for the product and not you, you will get great viral content.

The word Viral is important. It is word of mouth. It is something you will get by Co-creating value with your customers as C.K Prahald articulate in his books.

Building Brands Online:

Today it is far easier and better to build brands online than using traditional media. It is easier because online activities can help you engage with your audience. It is measurable and accountable.

More importantly it can be used to target the your real serious customers than every tom,dick and harry ( no pun intended of course). When you launch focused advertisements or campaigns the reach is better, ads can be tweaked, mistakes can be made so that old rules are broken and new lessons learnt.

Simply put: The status quo can be challenged.

When you do that, you somehow will manage to create The Purple Cow (I love Seth for what he stands for  … you ought to read his blog). From then on use innovation to sustain and feed the Purple Cow

Digital Marketing Agencies:

The agencies of tomorrow should not be stand alone Advertising and Public Relations companies. Instead they should become an Integrated Digital Solutions companies which should have core team of people who can come with digital strategies and how to use such tools (like me … lol) and people who can create engaging content ( not necessarily award winning creative’s) and solid tech cum web team who can implement your communication ideas in the most optimized way.

Read this awesome blog by Seth Godin on Viral Growth to understand on how important it is to connect with core fans and creating great content