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Colour Logos On The Print Ads
Author : Priya Singh
This story traces back to my Marketing days (1998) when I implemented the highly successful and acknowledged marketing launch of Foster’s Lager in India.Having started my roots in advertising, it was a dream come true to get the opportunity to convert those “powerpoint ideas” into actual reality!One of the memorable learnings and point of view that I had adopted was how to market more “authentically” - by sensitizing your brand language to the language of the consumer.One of those instances was the usage of the Brand logo.
I noticed that most marketers were obsessed with their own logos and frantically try to occupy as much logo space as possible! A popular avenue to market and connect with consumers was sponsorships and events and everyone would try and get “pouring rights” at the venue in return for a liberal splashing of logos all over and the pat in the back status of “sponsored by …”We begged to differ. Whenever I tied up with an event ( for example the Bombay Times party that time). I insisted on Foster’s pint bottles to be served directly ( no glasses) – so one would see the brand being consumed and I was very shy of “the sponsor status” – because I felt that people should believe that the brand is being served on its own right not just because its some freebie ! “Let them at atleast think the organizers bought the beer !” is what I would say !
I used to get calls from media companies to “sponsor” some film publicity. I would not see any relevance connect and ask “ what’s in it for me ?”“We will put your colour logos on the print ads”.“Ok – what If I don’t want the logos, what do I get ?
“ You don’t want your logo ? ! “ followed by stunned silence !
Another memorable instance was when my agency ( one of the absolute top notch creative powerhouse ones today) came with t-shirt designs for our Foster’s campaign ( How to Speak Australian). Because I want people to actually wear these t-shirts when they go out – not sleep in them or give them to their drivers as they would not like to become walking hoardings !”
I refused to relent. Amusingly, this issue escalated to top management and of course being the client, I won, but it was so so funny ( agency fighting with client to keep a logo !)On sponsored programs on TV, I would shy away from the “associate sponsor” status. “We have got the status of associate sponsor in spite of paying much less monies – we must flaunt it !”“How does that matter to my consumer ?” was what I would say.So, maybe at that time those were dismissed as my marketing eccentricities, but today I realize the value of being objectively connected with the “consumer” and walk his talk, rather than confusing between EGO and LOGO .
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This article on behalf of Online Media Industry News. For more information on Indian Television news ,Banner and Blog Advertising tips for visiting Media and Newspaper online you can visit audiencematters.com
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Tags: Online Indian Advertising Agency, Online Media Industry News, Online Advertising Media, Advertising Agency India
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Submitted : 2009-07-16 Word Count : 528 Popularity: 62