Every agency likes to emphasize its creative prowess. We’re always mindful of the audience the creative is aimed at and the context in which the creative is supposed to work. That also determines the tone and tenor of communication. It is a long road to building a brand and there are several detours on the way. But staying with the customer is key. Even if they don’t seem to respond the way we expect all the time
Brand Building is Unique for every brand
There’s no such thing as one size fits all. The brand character of every brand is a combination of strokes. Some of them reflect the ethos of founders. Others exaggerate the ordinary. And consumers gravitate towards the brands that establish a kinship. They like what the brand stands for. It is never about that one creative execution or a campaign that wins laurels. It is a steady drip of work that connects at some level
How much should brands spend?
Some brand custodians are lavish. Then, there are those who will only advertise discounts. Imagine a customer seeing a brand with price offs all the time. What does one tend to think of people who undersell themselves? That’s exactly how it works. The harder job is to create a set of beliefs in the mind of customers that is authentic and true. Then, wait for it to percolate. Spend what is affordable. But be consistent. Long gaps tend to make people forget. And they aren’t obliged to remember