Brand Harvest : A rose by any other name, is not a rose.

– Naming; the serious business of branding.

by Samir Kumar

header

Naming brands is a serious business. It is the first expression of public branding. The brand’s name is what the world connects to and uses to describe the brand. And if done right, naming becomes the most crucial aspect of the brand’s positioning, its tonality and personality. Naming is also a strategic communication tool that builds associations with the consumers and over a period of time turns into a valuable equity. In the aggressively competitive world of today, where no opportunity of communicating the proposition and building a relationship can be missed, naming is definitely an area that demands critical and significant attention. While brand naming is a vast subject that involves various creative approaches, etymology, cultural studies, legal aspects, etc, in this article we are focusing on some of the more fundamental aspects around the act of naming; a simple eight step approach to naming that owners of business and brand managers should look at. Read more at the original blog

Advertisements

And now, Brand is innovation.

header

By Samir Kumar

In a recent study, Jeff Dyer and Hal Gregersen have listed 100 such companies where the stock market valuation is significantly higher than the actual cash flows attributable to their product portfolio. That’s ‘innovation-premium’. Brands like Salesforce, Tencent, Apple and Amazon are earning an innovation premium of over 50%.

In the good old days.

nike-just-do-it

There used to be a time, when all that creating a recognisable brand ever achieved was building trust and reliability. When you recognised a brand (mostly by the brand logo), you were assured of quality and reliability in meeting your desired needs. Most of the old-world, traditional brands achieved this marriage between their brand identity and the promise it stood for, rather beautifully. And it lasted for decades. Turn the clock a little ahead and you would notice that brands start taking an actionable stand. So, while they continue to stand for the promise and positioning, the manifestation went beyond the product. Brands built compelling stories around the times that they traversed with the society. “Just do it”, was not just a slogan but a brand taking a stand. A socio-political stand. Read more

Brand Harvest Blog > Naming : Whats in a name?

etymology

by Ram Gudipati, MD @ Brand Harvest

Let me just start by stating that I find names and the process of naming a very fascinating subject. An entire industry runs on this business of names such as websites and professional services which are based on naming new-born babies, parents spend many days deciding on the “right” name for their children etc. In India like in many cultures around the world, there is a practice of choosing names which have a “meaning”, or after religious deities. Further, to stir the naming pot there are names which are definitive male or female or unisex. Clearly the importance of names resonates through people and they hold it in high regard, since it becomes your primary identity over time. Though Bollywood may not agree completely considering, there are many stars who have changed their real name to a reel name to serve different purposes, could be superstition or just that they didn’t have a “Star worthy” name. For them the new adopted name then becomes their identity, and they then build on it. Read More

brand harvest

How a little branding can do good to your community…

Brand Harvest : How a little branding can do good to your community…

Bringing New Hope, Through Branding

fastcodesign.com

Many of us believe that good design can change the world. Hussein Alazaat and Ali Almsari are in that camp, having applying their experience in branding and crafting corporate identities to a unique kind of creative philanthropy. Read more on the original site

Bored of FB and Youtube teens run to

Facebook Fatigue Among Teens Should Freak Out Marketers

By 

Follow @bernhardwarner

Uh oh. Teens are growing tired of Facebook (FB) andYouTube (GOOG), new research (pdf) shows, a falling-out that has the potential to trigger a wide-ranging effect on retail, fashion, gaming, and other youth-oriented industries.

According to Piper Jaffray (PJC), while Facebook and YouTube are still considered the most important social media destination for teens, their popularity among this fickle demographic has fallen precipitously since this time last year, as the chart below indicates. (The cold-shoulder treatment may be because so many parents and grannies seem, creepily, to be all over Facebook these days.)

Why is this a big deal? Teens make up an $819 billion consumer segment, and the social media chatter about brands—positive or negative—is an increasingly large influence on their purchasing decisions. Just over half of all teens polled for the research (53 percent for female teens and 52 percent for teenage males) said social media affects their overall purchasing decisions, a trend that has gained strength in recent quarters.

For teen-targeting marketers, then, keeping pace with taste-shifting teens and their social networking preferences could make or break a sales quarter. Just askAbercrombie & Fitch (ANF) and Best Buy (BBY), two retailers that, according to the Piper Jaffray polling data, made teens’ top 10 roundup of favorite e-commerce sites a year ago but this year vanished from the list. They areon the outs in the offline world, too.

For the so-called youth brands, increasing their presence on the cool and relevant social channels of tomorrow—not so cool that they wouldn’t allow advertisers, mind you—is becoming an increasingly vital part of a digital marketing strategy.

And what are the new hot teen channels in social? According to Piper Jaffray, they are Reddit and Twitter, plus Snapchat, Vine, and 4chan. That ranking is sure to change again soon. Stay tuned.

 

Original article: http://www.businessweek.com/articles/2013-04-11/facebook-fatigue-among-teens-should-freak-out-marketers

Branding’s influence in Football

by Omar Khan

Brand Harvest Consultancy

Soccer UEFA Champions

Branding in football today is commanding more importance than it ever did. The sport itself has become a platform to make a brand more visible and attractive to the world. And the perspective is two-fold; brands trying to promote themselves through teams and players and, teams and players themselves trying to build a brand of their own.

Every brand/team/player today is trying to build popularity not just for the sport, but individually for themselves as well.

Paris Saint-Germain, after being bought by Qatari owners and becoming one of the richest football clubs, apart from buying several world-class players also bought David Beckham – a player well past his prime but commanding a huge fan following all over the world. A buy purely made to sell shirts and merchandise, in my opinion.

Branding helps build popularity for the team or player beyond the sport. Why would otherwise Manchester United, who have a huge fan following in Asia, start their soccer schools, stores and cafe’s all over the continent?

Players like Lionel Messi, Cristiano Ronaldo, Wayne Rooney, etc. feature so prominently in the branding activities of the brands they endorse, that only few of their fans will not start liking the brand they’re associated with, too.

For instance, Nike, who has a brand ambassador in Cristiano Ronaldo, is willing to fund his return to Manchester United from Real Madrid; just so that he would be playing in a Nike kit at Old Trafford (Real Madrid wear Adidas kits). And it is unsaid truth that there would be a lot more people who would love to see him at Manchester United than at Real Madrid. While few would not be aware of the astronomical figures it would require to bring him back.

With such huge money, popularity, fame, glamour involved with the sport, it is apparent why brands are taking and will continue to take maximum advantage of the oppurtunities that it offers. Only time will tell us how much role would the sport have left to play in the sport.

Link to original article – http://brandharvest.net/blog/how-branding-has-had-its-influence-in-the-sport-of-football/

Smartwatches – Useful or just “Cool”

Recently I had published a blog on the comparison between Innovation and Usefulness of a product and how companies and innovation managers need to consider if there is any efficacy in their new product. I stumbled upon this article by James Kendrick speaking on the phenomena of “smartwatches” and thought it was quite fitting. Especially since I am in the process of working out a measurement model which might help managers make a more objective call on their “new and innovative product”.

Have a read.

“First came the smartphone and now comes the smartwatch. The smartwatch is a wristwatch that connects to your smartphone to present pertinent information so you don’t have to take the phone out of your pocket. Because it takes a lot of effort to pull your phone out of your pocket, you know.”

Read more on the original page