How To Mend The Dent In Your Brand Image?

‘Marketing is not selling. Marketing is building a brand in the mind of the prospect.’ – Al Ries & Laura Ries

Today a case I would like to discuss in this post is that of the Ice cream major Haagen – Dazs’ entry into the Indian market last week.

The Company which is known for its premium International quality ice-creams has angered and been boycotted by many of its potential Indian customers even before it could make them taste their brand of ice-creams. A big blow considering they are planning to open 30-40 outlets in India in the next few years.

So how did this happen? According to media reports – it seems like a case of bad marketing. A day prior to its official launch the ice-cream major decided to hold an exclusive preview and tasting of its ice-creams for its exclusive customers at its new store. Which is fine, considering the brands positioning clearly spells premium – from the location and décor of the store to the pricing of its products. Many brands do such events and exclusive dos to ensure their brand positioning is apt and only draws those customers who are ready to pay a premium for the experience they promise to offer. 

The cause of the furor was not the brand’s positioning but the way they marketed that positioning. According to Rajesh Kalra a Times of India blogger who first reported the incident (his friend Ramit was denied entry into the store and he is the one who took the photograph of the banner), “The banners outside the outlet said: Exclusive Preview for International Travellers.  And under that, in an even finer print, the real bombshell: Access restricted only to holders of international passports. I immediately called Ramit. “You are an international traveler, and you have a passport, so you can go in”, I said. Ramit’s response was instant: I tried to enter but they said you are not allowed for you don’t have an international passport.”

Marketing faux pas?

To an Indian this was a big blow, he was being treated as an alien in his own country. Rajesh soon put out the pictures of these banners and a post detailing the incident across social media platforms like Facebook and Twitter. The message spread like wildfire across the social media denting the carefully cultivated brand image of Haagen Dazs in a country it had strategically invested but failed to sensitize its marketing to the sensibilities of its people. 

It is not surprising to see Ban Haagen Dazs communities mushrooming on social media platforms – I believe it is the most social way to get back at a brand which dared to alienate Indians on their own soil. 

Subsequent to the media report and public fury Anindo Mukherhi , MD of General Mills, which markets the brand in India clarified his stand in an interview to Economic Times, “An error was made in the creative execution, it was a wrong choice of words, and we regret the error.” Economic Times further reports, “Upon sustained queries by Economic Times to company officials about the intention of the campaign, it emerged that what Haagen-Dazs really wanted to convey was ‘Now get a taste of abroad right here in India’”.

Considering that Haagen Dazs is such an established brand it is surprising how this kind of obvious error went unnoticed by the marketing heads and strategists in the company.  Or for that matter was overlooked or missed by those handling the marketing of the brand in India? 

Let’s see how this could have been averted or handled a little differently without generating these anti-Haagan Dazs nationalist sentiments… 

Right approach 

It would have been more prudent on the part of Haagan Dazs’ Indian marketers to identify their niche customers – at least some of them – socialites, page3, diplomats etc. and send out personal invitations announcing the launch and the exclusive preview. On location instead of the controversial banners, they could have just put a simple board suggesting entry only by invitation. In addition, to be on the safe side, they could have instructed the doormen/security/organizers to be polite with the uninvited guests/passersby. People usually do not take offence if told politely that the venue is reserved for a private party and entry is only allowed by invitation.

The Choice of Right words

It would have been in the best interest of the brand to go with the simpler version of the banner– ‘Now get a taste of French Riviera right here in India’ or something to that effect. Rather than implying something which means, ‘entry into the store requires an International passport’ – which probably required the skills of the copywriter to decipher the real meaning behind it. Now, you can’t expect Indians to carry International passports in India, not even the real movers and shakers of the city.

Better planning and execution

If something this damaging escapes the eyes of the marketing experts at Haagen Dazs or General Mills then for sure it is a cause of concern for the company. Better management and timely assessment could have saved the brand such an embarrassment. It is always best to check and re-check your positioning and branding for adherence to local sensibilities, especially when entering a new market. Any layman could have indicated that the choice of words by the brand indicating racial discrimination was destined to create a furor.

A Public Apology

I am yet to see a public apology coming from the brand or its Indian marketers. What came was part of a promotional interview in Economic Times. Sometimes, for the sake of the brand it does not harm to show some humility. A word of apology as soon as this incident picked momentum on the social media would have doused the angers it ignited. Everyone makes mistakes, but the art of correcting them begins by accepting your mistake and sincerely apologizing. It becomes all the more necessary when your brand is being branded racist in a country you have or plan to invest heavily.

Attempt to win over the irate customers

To cool the matters and win over the irate public – Haagen Dazs could have gone a step ahead, posted their apology on these anti-Haagen Dazs forums, and extended an invitation to the members there to come and taste their premium brand of ice-creams, calling truce. I am sure with this small gesture they would have made a huge difference to their existing brand image not only in India but also around the world. As a result, they would have ended up turning all the negative publicity on a positive note. Even if this may not have worked, at least they would have made an impression of a brand that cares, rather than one that comes across as obnoxious.

Indifference is the worst approach in times of media crisis. It is best to accept your mistake and make amends in the right manner and on the right forum. 

In Marketing they say any publicity is good publicity and possibly this media attention might have helped Haagen Dazs in getting the attention of even those Indians who may have never heard of the brand before. However, hurting the sentiments of a customer is the last thing a brand would want itself associated with….for it often leaves scars which rarely heal.

Successful Marketing is more about Creativity and less about Money!!

Today’s post on Merl’s PR Speak is about some  interesting images, that speak a thousand words. They also create brand recall and help connect people with what they offer. Most of all these images entertain all with their sheer creativity…

Wouldn’t you want to buy these solid building blocks from Lego for your kids??

A little bit of imagination and out of the box thinking is all it took to make this eye catching advert do wonders for the brand!!

Weighing down!!

Tilting a normal and boring looking billboard makes this advert quite meaningful and eye catching. You look at it because it is not placed properly and when you read the message – you can’t help but compliment the guy who designed it. – Impressive and effective.

Never seen a more effective ad, which talks of what smoking can do to you and the people around you

Powerful

Clean Sweep!

The basics!

In all the four pictures above – by just strategically placing their adverts/product dummies the companies have managed to create  interesting and eye catching campaigns.

Companies today spend a lot of money on marketing and advertising in pursuit of creating brand awareness.

Often the point missed – is the fact that marketing is not so much about money as much about creativity. Its also a lot about getting across to the right people in a way that they remember to invest in your product or service.

A simple idea showcased differently can make a brand stand out in the market place.

Creativity needs to be fed. Your surroundings and the surroundings of your target audience is the best place to look for inspiration and ideas when it comes to designing Marketing campaigns. 

Don’t forget to get into the shoes of your target audience – How do they think? What appeals to them? What do they look  for when buying a product or service? What need of theirs can your product address? If you do your research well, you will always manage to come up with a marketing campaign  that your consumer will identify himself with. If it does not appeal, then maybe you missed something really important – don’t shy away from going back and researching again, till you find the answer and get it right.

An important question every marketing or PR professional should ask himself before ideating a campaign is – How can I do this differently ?

Not every idea may materialize into a campaign, but the point is atleast you are thinking…..trying to think beyond the ordinary, the regular, the mundane, the usual.

Beyond the box and into the space…….

Creating Brand Awareness the Google – Oops! The 'Gogola' way

The image in this post is one of the best I have come across in recent times, not for the quality or aesthetics but purely for the messaging and what it implies in terms of marketing and PR.

This is a street vendor from some city in India, who is trying to sell flavored ice sticks which are called ‘Golas’ in Hindi, and what you see in this image is his store or cart. The image stands out for how innovatively the vendor has used the Google homepage branding to market his ‘Golas’. It immediately catches your attention and you actually stop to read what he has to offer and probably even try it since it promises to be hygienic – a rarity when it comes to street side food in India. 

What is more interesting is to watch the kind of awareness Google enjoys as a brand. I say this because if a street vendor in India – who may not be aware of what Internet means or what power this medium enjoys is actually using Google branding to promote his goods.  It establishes Google’s superamacy as one of the most powerful and recognized brands of our times. 

I am sure, there is a more educated and well-informed mind working behind the man in this image, probably a young Entrepreneur who is trying to innovate the way this traditional street side delicacy is sold and marketed.

For Gogola it is mission accomplished – in a very simple and cost-effective way, Gogola has managed to capture eyeballs. Trust me I posted this pic on my facebook profile and many of my friends re-posted it on theirs…

Creating Brand Awareness.....

Is there a learning we can draw from this image when it comes to practicing Marketing and PR?

Below are few I could think of….

 Positioning differently

It pays to be innovative and thinking out of the box when it comes to positioning your brand. You could be part of an industry where you have 100 other competitors offering almost similar products or services, what will make you stand out in the crowd is your brand positioning.

Be creative and whacky, people are used to the simple and the appropriate, sometimes you just have to break the rules to stand out. Don’t take it too far to offend someone but THINK. Spend money on your creatives – ad copies, website, content, brochures etc. they should all follow the same theme and should effectively communicate your offering in a unique way. I am sure, when you thought of starting a business – you believed you had something different to offer – just ensure that difference shows through in the brand image you plan to create.  

 Brand your solution  

Whenever you think of a positioning for your brand, always think of offering a solution to an existing problem in the industry of your domain. Here, by positioning, I just don’t mean your advertisements, but any messaging you share with the outside world should focus on talking about the solution you offer. You could be offering a unique solution, you could be offering a different solution, simple solution, complex solution – it does not matter as long as you offer a solution.

People have enough problems and are most of the time seeking solutions – Google built its brand offering answers to most questions you may have. Gogola is using mineral water for its ‘Golas’ – a solution to the unhygienic and poor quality of water that is usually used in street side eateries across India.

 Tapping the right audience 

Another important aspect of building your brand is in identifying who your target audience is. Here Gogola has made it very clear – its target is the more affluent Indian population, who do not mind shelling more money for this traditional feast as long as its made hygienically, using good quality raw material. In addition, the vendor by using Google in his branding is identifying itself with a generation who is aware of Google, he is very clear about his clientele and has ensured only the target audience walks in for a ‘Gola’.

Hence it is very essential to keep your target audience in mind when planning your messaging and branding to ensure you reach out to only those who matter to your business.

 Riding on another known brand 

In this image the vendor is piggy banking on the popularity of Google. People stop to read his board because they think its Google’s advertisement in an unusual place, but in the end, they will remember Gogola because they are able to relate it to something they already knew and probably using everyday!

While it might appear cheesy to some, I think it makes perfect sense to do it if you can carry it off with élan. I think it’s a huge compliment for Google’s marketing team. Therefore, if you think there is a hot favorite subject, brand, persona, everyone is aware of and is talking about – use it to further your cause. Only ensure you do it in a creative manner and it is something you can relate your offering to (in this case the name was almost similar). However, use your discretion there is a very thin line between drawing inspiration and actual copyright/trademark infringement. If not done tastefully it can create negative implications.

 Using news to be in news 

Taking a cue from the previous point there is one more tactic you can use to get some good PR for your brand. Keep up to date with the happenings around you in your city, state, country or internationally. See how you can relate any of this to your product offering when pitching to journalists and bloggers, or when coming out with a press release. It gives your pitch or release additional news value. The 2008 recession was big news, all journalists were looking for different aspects of this great fall and anyone who raised a problem, or a solution for a recession hit economy got a hearing. There are many such events all round the year, some standard like around festival time, relating to such upcoming events or significant happenings will give you better visibility as you are talking in relation to something that’s already in NEWS!

Of course, if you manage to use any of these learnings for your brand….I am hoping, I will probably get to see some more such intriguing images and find some more food for further thought!