Above the Line , Below the Line, Through the Line - What is this "Line" ?

A very common Question in the agencies...

But, all have different view point over this "Line" and its representation ... and so do I.

The "Line" as per me is the Line beyond which you can personaly interact with your TG.

ATL do not cross this line. BTL always work beyond this line. TTL always cross the Line in a mid way.

Yes, this is a Line beyond which promises made in ATL do not work; here with BTL you have to actually make those promises (made about the product, whether it is about Positioning, Quality, Feature etc.) come true.

R U paying for being BRAND LOYAL...?

Any time you do repeat purchase of your favorite brand, and your mind is a bit doubtful about it; then it is the time, you should ask your self, "Should I stick to this Brand, Is it worth for being loyal?"

Generally, we consumers are emotional fools. Until unless any strong reason comes on our way, we avoid changing our brand choice. I am not saying that being Brand Loyal is bad. I just mean to say that keep your eyes and ears open for other brands also, in the market.

It is the time when consumer is not even king, but he is the GOD. At this point of time, all Brands are trying their best to give their best to their god. So, think again when you do a repeat purchase for the next time..............

Sorry Brand Managers for this blog of mine..........!!!

One Liner for "Marketing"

In a very recent meeting, some one has posed a question to me. "Mr. Brand Boy, can you give just a Single Liner for the whole concepts of Marketing ?"

Really, I had never thought about such questions, because i believe that for a subject like 'Marketing', the definition changes at every fraction of a minute.

But, still I tried to answer it in a very gentle manner, and began to think...... and yes, i came up with a liner, that is;

"To fulfill consumer's dream; and to make people see dreams of being a consumer is Marketing".

"Save Our Tigers" ... But, what's the Outcome of it ???

"SAVE OUR TIGERS", a very well known campaign by Aircel. A somewhat also a successful campaign; but only till its promotions and marketing.......

"But, what has actually happened to those 1411 Tigers in India?"

"What steps has been taken by Aircel, in saving those 1411 tigers?"

Don't you people think these are some of the Questions that Aircel should have answered for. I myself don't know, when this campaign is over; and if it has to get over like this; then why it had started.

I believe, that Aircel should have shown some accountability in telling us (general public), about the results or execution of the "Save Our Tigers" campaign. They should have shown the same interest, as they shown in publicising their Brand.... ooooooooooopss sorry, i mean the Campaign...!

But, I think they are successful in saving atleast 1 TIGER :-)