Saturday, July 30, 2011

Top Brands_IIPM listings 2011

Brand Awareness: Consumer response to a marketing campaign, including below the line activities, brand endorsers, communication contributing to brand information and positive consumer disposition, et al.
Image & Perception: Perceived identity of a brand amidst consumers, based on marketing initiatives and delivery on promised commitments, on which, the consumer forms a mental image of a brand, which may or may not be real.
Brand Loyalty: When the consumer is tempted enough to stick to a brand, out of commitment or need towards that monicker, he is displaying his loyalty to that brand.
Brand Performance: Consumer’s perception of the performance of a brand. Respondents were asked to take into account distribution network, word of mouth publicity, promotional activities by the brand vis-à-vis its competitors. Also includes the consumer’s perception of sales, profits and the goodwill of the brand.
Brand Association: Association refers to that aspect of a brand’s marketing cycle wherein the brand reaches such a stage that it becomes synonymous with that product category. So when a brand is inadvertently associated with any value, personality or attribute, it denotes a brand association.










Monday, May 23, 2011

TOP 10 David Ogilvy Quotes:

1. “The consumer isn’t a moron; she is your wife.”
Another Ogilvy quote that relates: “Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.”
2. “The best ideas come as jokes. Make your thinking as funny as possible.”
3. “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”
Think big! While there’s also something to be said for having realistic expectations about what you can achieve with a blog, there’s nothing wrong with having big dreams and aiming to make them a reality.
It can be a bit of a balancing act, but if you aim a little higher you might just find yourself achieving things with your blog that you might not have thought possible.
4. “I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.”
Tell stories, share your successes and failures, be yourself, and let your own personal voice come out. You’ll find readers respond in a personal way, too.
5. “I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

6. “Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.”
7. “If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don’t let it worry you; nobody has ever built a brand by imitating somebody else’s advertising.”
8. “First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.”

9. “Never stop testing, and your advertising will never stop improving.”
David was big on testing, and his effectiveness as a communicator improved dramatically as a result.

10. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. “

Sunday, May 22, 2011

TOP 100 ADVERTISING CAMPAIGNS:

Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
Marlboro, The Marlboro Man, Leo Burnett Co., 1955
Nike, "Just do it", Wieden & Kennedy, 1988
McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971
DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
Absolut Vodka, The Absolut Bottle, TBWA, 1981
Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974
Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957
Avis, "We try harder", Doyle Dane Bernbach, 1963
Federal Express, "Fast talker", Ally & Gargano, 1982
Apple Computer, "1984", Chiat/Day, 1984
Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s, 1970s
Pepsi-Cola, "Pepsi-Cola hits the spot", Newell-Emmett Co., 1940s
Maxwell House, "Good to the last drop", Ogilvy, Benson & Mather, 1959
Ivory Soap, "99 and 44/100% Pure", Proctor & Gamble Co., 1882
American Express, "Do you know me?", Ogilvy & Mather, 1975
U.S. Army, "Be all that you can be", N.W. Ayer & Son, 1981
Anacin, "Fast, fast, fast relief", Ted Bates & Co., 1952
Rolling Stone, "Perception. Reality.", Fallon McElligott Rice, 1985
Pepsi-Cola, "The Pepsi generation", Batton, Barton, Durstine & Osborn, 1964
Hathaway Shirts, "The man in the Hathaway shirt", Hewitt, Ogilvy, Benson & Mather, 1951
Burma-Shave, Roadside signs in verse, Allen Odell, 1925
Burger King, "Have it your way", BBDO, 1973
Campbell Soup, "Mmm mm good", BBDO, 1930s
U.S. Forest Service, Smokey the Bear/"Only you can prevent forest fires", Advertising Council/Foote, Cone & Belding
Budweiser, "This Bud's for you", D'Arcy Masius Benton & Bowles, 1970s
Maidenform, "I dreamed I went shopping in my Maidenform bra", Norman, Craig & Kunnel, 1949
Victor Talking Machine Co., "His master's voice", Francis Barraud, 1901
Jordan Motor Car Co., "Somewhere west of Laramie", Edward S. (Ned) Jordan, 1923
Woodbury Soap, "The skin you love to touch", J. Walter Thompson Co., 1911
Benson & Hedges 100s, "The disadvantages", Wells, Rich, Greene, 1960s
National Biscuit Co., Uneeda Biscuits' Boy in Boots, N.W. Ayer & Son, 1899
Energizer, The Energizer Bunny, Chiat/Day, 1989
Morton Salt, "When it rains it pours", N.W. Ayer & Son, 1912
Chanel, "Share the fantasy", Doyle Dane Bernbach, 1979
Saturn, "A different kind of company, A different kind of car.", Hal Riney & Partners, 1989
Crest toothpaste, "Look, Ma! No cavities!", Benton & Bowles, 1958
M&Ms, "Melts in your mouth, not in your hands", Ted Bates & Co., 1954
Timex, "Takes a licking and keeps on ticking", W.B. Doner & Co & predecessor agencies, 1950s
Chevrolet, "See the USA in your Chevrolet", Campbell-Ewald, 1950s
Calvin Klein, "Know what comes between me and my Calvins? Nothing!
Reagan for President, "It's morning again in America" Tuesday Team, 1984
Winston cigarettes, "Winston tastes good--like a cigarette should" 1954
U.S. School of Music, "They laughed when I sat down at the piano, but when I started to play!" Ruthrauff & Ryan, 1925
Camel cigarettes, "I'd walk a mile for a Camel", N. W. Ayer & Son, 1921
Wendy's, "Where's the beef?", Dancer-Fitzgerald-Sample, 1984
Listerine, "Always a bridesmaid, but never a bride", Lambert & Feasley, 1923
Cadillac, "The penalty of leadership", MacManus, John & Adams, 1915
Keep America Beautiful, "Crying Indian", Advertising Council/Marstellar Inc., 1971
Charmin, "Please don't squeeze the Charmin", Benton & Bowles, 1964
Wheaties, "Breakfast of champions", Blackett-Sample-Hummert, 1930s
Coca-Cola, "It's the real thing", McCann-Erickson, 1970
Greyhound, "It's such a comfort to take the bus and leave the driving to us", Grey Advertising, 1957
Kellogg's Rice Krispies, "Snap! Crackle! and Pop!", Leo Burnett Co., 1940s
Polaroid, "It's so simple", Doyle Dane Bernbach, 1977
Gillette, "Look sharp, feel sharp", BBDO, 1940s
Levy's Rye Bread, "You don't have to be Jewish to love Levy's Rye Bread", Doyle Dane Bernbach, 1949
Pepsodent, "You'll wonder where the yellow went", Foote, Cone & Belding, 1956
Lucky Strike cigarettes, "Reach for a Lucky instead of a sweet", Lord & Thomas, 1920s
7 UP, "The Uncola", J. Walter Thompson, 1970s
Wisk detergent, "Ring around the collar", BBDO, 1968
Sunsweet Prunes, "Today the pits, tomorrow the wrinkles", Freberg Ltd., 1970s
Life cereal, "Hey, Mikey", Doyle Dane Bernbach, 1972
Hertz, "Let Hertz put you in the driver's seat", Norman, Craig & Kummel, 1961
Foster Grant, "Who's that behind those Foster Grants?", Geer, Dubois, 1965
Perdue chicken, "It takes a tough man to make tender chicken" Scali, McCabe, Sloves, 1971
Hallmark, "When you care enough to send the very best", Foote, Cone & Belding, 1930s
Springmaid sheets, "A buck well spent", In-house, 1948
Queensboro Corp., Jackson Heights Apartment Homes, WEAF, NYC, 1920s
Steinway & Sons, "The instrument of the immortals", N.W. Ayer & Sons, 1919
Levi's jeans, "501 Blues", Foote, Cone & Belding, 1984
Blackglama-Great Lakes Mink, "What becomes a legend most?", Jane Trahey Associates, 1960s
Blue Nun wine, Stiller & Meara campaign, Della Famina, Travisano & Partners, 1970s
Hamm's beer, "From the Land of Sky Blue Waters", Campbell-Mithun, 1950s
Quaker Puffed Wheat, "Shot from guns", Lord & Thomas, 1920s
ESPN Sports, "This is SportsCenter", Wieden & Kennedy, 1995
Molson Beer, Laughing Couple, Moving & Talking Picture Co., 1980s
California Milk Processor Board, "Got Milk?", 1993
AT&T, "Reach out and touch someone", N.W. Ayer, 1979
Brylcreem, "A little dab'll do ya", Kenyon & Eckhardt, 1950s
Carling Black Label beer, "Hey Mabel, Black Label!", Lang, Fisher & Stashower, 1940s
Isuzu, "Lying Joe Isuzu", Della Famina, Travisano & Partners, 1980s
BMW, "The ultimate driving machine", Ammirati & Puris, 1975
Texaco, "You can trust your car to the men who wear the star", Benton & Bowles, 1940s
Coca-Cola, "Always", Creative Artists Agency, 1993
Xerox, "It's a miracle", Needham, Harper & Steers, 1975
Bartles & Jaymes, "Frank and Ed", Hal Riney & Partners, 1985
Dannon Yogurt, Old People in Russia, Marstellar Inc., 1970s
Volvo, Average life of a car in Sweden, Scali, McCabe, Sloves, 1960s
Motel 6, "We'll leave a light on for you", Richards Group, 1988
Jell-O, Bill Cosby with kids, Young & Rubicam, 1975
IBM, Chaplin's Little Tramp character, Lord, Geller, Federico, Einstein, 1982
American Tourister, The Gorilla, Doyle, Dane Bernbach, late 1960s
Right Guard, "Medicine Cabinet", BBDO, 1960s
Maypo, "I want my Maypo", Fletcher, Calkins & Holden, 1960s
Bufferin, Pounding heartbeat, Young & Rubicam, 1960
Arrow Shirts, "My friend, Joe Holmes, is now a horse", Young & Rubicam, 1938
Young & Rubicam, "Impact", Young & Rubicam, 1930Lyndon Johnson for President, "Daisy", Doyle Dane Bernbach, 1964

Wednesday, February 16, 2011

Brand is More than Just Logo



The Brand Power :
It is More than Just A LOGO




“I want to build a brand for my business…all I need is a logo.” This is the common misconception running in the minds of many clients who are looking to brand their business. They misconstrue a brand for a mere symbol, logo or a trademark used on a signboard outside the company gate. However the reality is otherwise…the logo designing is just a minor part of entire branding process. A brand is what separates large corporate giants from their small scale competitors. The biggest dilemma that graphic designers face nowadays is clients with acute brand knowledge. Sometimes a graphic designer creates a logo design for a client that fails to establish its business presence in market. The client throws all the blame of failure on the faulty logo design. However, in reality, it was not the logo that fell short and the brand that failed.
How a brand is more than a Logo: Mc Donald

Picture this…you have never heard of McDonald’s before (just assume for a moment). You are unaware of the corporation and what it has to offer to you. Now imagine… if you pass by a ‘Golden arches’ logo in an ad or a billboard, would you be amazed by it?…Certainly… not I presume? Now coming back to reality, since famous brands like McDonalds has actively communicated their logo and established its connection with the company, which is why you have a strong awareness about it. That strong perception created in the minds of customers is the brand that has been established.


Brand is not a mark, it LEAVES a mark: NIKE
This is the biggest fallacy of branding made by many business owners and entrepreneurs. Brand is not just a mark or a symbol that you put on your company sign board. On the contrary, a brand LEAVES a mark on your customer that is eternal and everlasting.


• Companies make logos, CUSTOMERS make brands: Big Ten


If you think that you can make a brand by designing a logo, then I’m afraid you’re mistaken. Brand is not a tangible thing that can be built hypothetically. A brand encompasses whatever its customers think about it. In short, you can build a logo, but it is customers who build a brand. Big Ten logo redesign is a living example of this. The company decided on their logo, but in the end it was the Big Ten fans that decided the fate of the brand


• Logo is an illustration, brand is a VISION: Coca Cola

Another major distinction between a logo and a brand is their focus span. Logos illustrates what a company stands for, what it has to offer and what is its purpose of existence. In contrast, a brand has strategic focus. It depicts a vision of the firm as to what the brand will be and what it promises to its customers in the future.


• Logos project, brands PROTECT: GAP

A logo design is a visual representation of any company or business. It vividly projects the mesas age of the company’s existence in the industry. A brand goes one step further in protecting the image of the firm. Whatever you establish through your logo design is protected by your brand. The gap logo fiasco is a perfect example in this case. The company decided on a redesigned logo but failed badly in front of their customers. However, their longstanding brand power protected them from severe damage.




20 Famous Brand Nicknames – Short & Sweet
When someone gives you a nickname, it means they have an affinity towards you. Calling people by their pet names is something understandable, but how do you nickname non-living things? Well…we actually do that every day with our favorite brands. This exhibits the power of famous brands that hold immense value for their customers. Madonna’s famous song ‘American Pie’ made us memorize the nickname “Chevy” for GM’s Chevrolet car brand. From then onwards, the popular car brand was more recognized as Chevy. Brands have also redesigned logos in order to adopt nicknames that surface through their initials. For example Kentucky Fried Chicken shortened their logo to ‘KFC’ in order to connect with their customers. These abbreviations become so popular and recognized that people just remember the initials. This is because customers find it easier to remember the contraction than the whole name. Following are the nicknames of famous brands:


Brands Nicknames
1 Chevrolet : Chevy
2 Coca Cola: Coke
3 Cadillac: Caddy
4 Pepsi Cola: Pepsi
5 Nordstrom’s: Nordies
6 Nickelodeon: Nick
7 Federal Express: FedEx
8 Budweiser: Bud
9 Stolichnaya: Stoli
10 McDonald’s sweet tea: Mickey D’s
11 American Telephone & Telegraph: AT&T
12 The Walt Disney Company: Disney
13 Mini Cooper: MINI
14 Home Box Office: HBO
15 America Online: AOL
16 Hewlett-Packard: HP
17 British Petroleum: BP
18 Kentucky Fried Chicken: KFC
19 Target: Tar-zhay
20 Bloomingdales: Bloomies