Top of Mind Awareness – The Eternal Challenge

So many colorful houses in such close proximity to each other! What a picturesque sight, but which one of them can you remember or take notice of, at a quick glance?

So many colorful houses in such close proximity to each other! What a picturesque sight, but which one of them can you remember or take notice of, at a quick glance?

Branding has evolved FROM having its origin around 3,000 years back with shepherds using burnt wood  to mark on their cattle (interestingly branding literally means “burning wood” in archaic German) TO state of the art VR (Virtual Reality) enabled campaigns. But ultimately, the larger objective remains the same- to distinguish one’s stuff/brand from the others. Few days back, I went for a long walk around my neighborhood.  I have this habit of observing in detail my surroundings. As usual, I was fascinated by the number of brands trying to communicate with me in the form of cheap posters on the compound walls, almost falling off danglers in the dingy kirana stores or the large and prominent, expensive looking standee displayed outside well lit, spacious and expensively designed stores, but none intrigued me to a great extent. With increasingly fast paced and restless lifestyles resulting in diminishing attention span of consumers across geographical landscapes, a look at a brand’s marketing collateral (indoors/outdoors) or OOH (Out Of Home) endeavor leads to empathy or connect to the brand is a very optimistic view and may be far from reality in most of the cases. The colorful clutter at obvious places around consumers, makes it conveniently difficult for them to pay heed to, or leave alone, giving any of them the coveted “mind space.” Also as markets and sectors of markets are becoming more and more monopolistic in nature (where more companies offering the same value with minute differences here and there), brands have to be immensely creative and disruptive in their communication of that value they are offering. Be more spontaneous and witty Example: Mc Donald’s un-branding campaign, the Hoarding-van campaign -image shown below, or, be more “need-context” based than “prime location/time” based. Hoarding/Van Campaign Catch the consumer at that point, when they realize a need to buy your product. After the long walk, while returning home, I entered the lift of my apartment and saw this sepia- tinted, cheaply printed, crooked poster of an ayurvedic product for bone & joints that said- “Problem climbing stairs? Try our product. YOU WON’T HAVE TO PAY FOR YOUR NEXT MONTH’S LIFT MAINTENANCE.” That wasn’t relevant to me but I still remember the complicated devnagiri scripted name of the brand!

Place the want as a need, more chances of converting the prospect into a customer.

  Author: Rohit Bengani Rohit has completeRohit Benganid BBA from Loyola College after which he had a 1 year stint in Market Research and Sales with a start up. He followed it up with an MBA in Marketing from IFIM B-School and interned in another start up called Panchantra (into Holistic Well being) for 6 months. He currently works as Manager, Brand Marketing at Panchantra.   


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