Transcript Summary

Opening Remarks

The speaker emphasizes the importance of seriousness and dedication in their field.
Thanked Sandeep for persistent efforts to organize the session.
Expresses motivation to address the audience and highlights the importance of branding.
Acknowledges the necessity to learn from each other's expertise.

Asked the audience to define 'brand.'
- Audience response: Identity, trust, perception, etc.
Illustrated branding through a bottled water example: branded vs. unlabeled water.
- Trust, reliability, assurance, and peace of mind are essential aspects of a brand.
- Consumers purchase the perception, not just the product.

Branding involves creating and maintaining a certain perception in the audience's mind.
Examples used:
- A luxury watch (even with the same functionality) conveys status and style.
- Audi's branding focuses on acoustic details, door sounds, and stitching to convey exclusivity.
- India TV vs. BBC: Different perceptions despite similar content. India TV aims for sensationalism, while BBC aims for sophisticated news.
Emphasized that branding starts from day one and requires a clear vision of what one wants to be perceived as.

Advertisement is defined as a form of communication to create awareness and need for a product.
Different mediums of advertising discussed: TV, radio, print, social media.
- Example: Newspaper toothpaste ads remind mothers to buy in the evening.
- Mutual funds and tax-saving ads intensify during specific seasons.
Importance of choosing the right medium and timing.

Highlighted the criticality of knowing your consumer well and how they perceive your brand.
Example: Women's attention to detail when meeting friends signifies the importance of observing customer behavior.
Discussed the launch of 'Fair & Handsome' cream as an example of understanding consumer needs.
Emphasized that brands must decide what they want to be and nurture that image consistently.

Consistent branding across various consumer touchpoints is crucial.
Example: Japan Airlines' consistent use of a unique fragrance in flights and offices globally.
Importance of sensory branding: visual, auditory, olfactory, taste, and tactile.
Example: The persistent use of sounds in Britannia’s ads to reinforce brand recognition.

Steps to creating a brand: Define what you want to create, understand the consumer, maintain consistent communication.
Engage with consumers to understand their media habits and perceptions.
Choosing the right medium for communication based on the target audience.

Leveraged real-world examples and debates to emphasize the importance of insights and data in branding decisions.
Example: Insisting on direct consumer interaction for innovative projects like affordable housing.

Branding is challenging and demands dedication and strategic communication.
Emphasized practical steps like meeting consumers, understanding their needs, and iterating based on feedback.
Answered questions about targeting core audiences and maintaining brand consistency.

The significance of taking the branding profession seriously given its influence on business success.
Encouraged continuous learning and adaptation to evolving consumer needs.
Thanked the audience for their participation and urged them to apply seriousness and scientific approach in branding efforts.