Monday, August 6, 2007

Organic Branding

"Connect to the customer" , "Give the Personal Touch" .Todays's consumer's curiosity drives him to seek out new communities, new channels, and new experiences, due to which mass marketing effectiveness is fading.

Today's young consumer(18-25years) spends more time on internet rather than on television.People are kind of getting indifferent to advertisements owing to their abundance on media today.How many products of Amitabh Bachchan can I buy who tends to feature in every second advertisement I see.Today consumers are using the internet which is proven by the massive customer base of Orkut and Linked In.It is these consumer networks that have a broader reach today. Brands must align more closely with their core consumer and be developed and nurtured by those consumers as well as by the companies that market them. Consumers have an unprecedented ability to broadcast their brand experiences. Companies that harness that ability and use it to create organic brands will find a way to market that keeps their brand equity and brand dignity firmly intact.

►Organic branding integrates involved consumers into shaping the value and meaning of a brand.
►Develops and nurtures a brand within a community
►Responds to needs of community
►Stays within brand boundaries


Rajat Soni said...

Well good article...I often do seriously wonder wat brand of Amitabh's to buy....the Navrattan oil ot Cadbury's choclate...

Virinder Urf Funda-Mentor said...

very insightful boss... hope to get more fundas on this topic

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