Page 146 - BrandZ Top 50 Most Valuable Indian Brands 2015

Our Insights
START-UPS
Craft the brand story well and tell it persuasively
Start-ups have one shot at getting everything right: they need to explain the brand proposition quickly, coherently
and persuasively to an influential audience. Success drives the stock up; mistakes can bring
visible in industry
and local news sources, making you an attractive brand that stands out in a crowded marketplace.
• Innovation makes news. Journalists will always love to discuss something positive and innovative in any field. So, whether it’s your brand’s design, ease of use or cost-effectiveness – push it forward.
When you invest in good public relations, you are investing in relationships, engagement, communities, and brand awareness. A well executed PR campaign has a long life; it builds credibility in the industry, among investors and with the wider community.
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Atul Sharma
Head, Step Up Genesis Burson-Marsteller Atul.Sharma@bm.com
it the point of re-start. Here are three things to keep in mind when presenting a brand for the first time:
Imagine a scenario where public places like temples, beaches,
cinema halls and railway stations were out of
bounds for you. Sadly, this is a reality for the millions of people in India who are differently-abled. But brands can help turn this reality around. Helping differently-abled people is not only a great way to help society, but also to build brand equity.
In one example, H&R Johnson, an Indian bath tiles brand, launched an initiative called the Red Ramp Project to help the differently-abled access places like Kiri Beach in Goa, where a ramp made with the brand’s tiles enables people in wheel chairs to reach the sand and sea. Employing
differently-abled people is another way in which brands can empower them and also build their own equity. People start perceiving such brands as socially responsible, which generates goodwill.
f•
•
Timing is everything. Telling a good story about how you started, about
your experiences and your company’s core values helps open up new opportunities.
Angels are watching you. When you talk to the press, potential investors notice you. Third party experts make you
Featuring the differently-
abled in advertising is
another approach. As a
person in a wheelchair,
how would you feel
looking at perfectly-
abled people advertising
your favorite brand?
Would it speak to you as much as say, someone using crutches? Being more inclusive of people with special needs can help these individuals, build a more compassionate society, and elevate brands.
INCLUSIVITY
Saloni Sabnis
Senior Research Executive Millward Brown Saloni.Sabnis@millwardbrown.com
Helping the differently-abled brands can help themselves