Saturday, July 02, 2005

Brand THIS

As taught in books at all B-Schools, the normal procedure for branding would be have a nice catchy name, get a good logo, advertise to the hilt… blah… blah… blah… blah… All these procedures actually runs into millions of funds as investment… And today we find only the big-wigs who are into the race of making / acquiring brands… and converting them into so called “Power Brands”… well done… shabaash…

But what I would like to get to the notice here is that there is a shop (you read it right, a small shop not a company) that has been slowly and steadily building up a brand for itself for the last 'n' number of years… and follows none of the “procedures” stated in bulky books of branding.

The shop that I am talking about is the “Michael Pinto Undertakers” at Mahim, Mumbai. These guys are small time undertakers and the only thing that differentiates them from the others are the little one-liners they put outside the shop… currently it reads…

Many People are DYING For Our SERVICES

earlier it used to be…

Remember, We Will Be The Last Ones To LET YOU DOWN

Isnt it Branding? Yes it is... I have not come across a single person who passes through that road and doesn’t know “Micheal Pinto Undertakers”. Anyhow, that was not the point that I was making. The point is that all books point out the fact that branding is successful when you are able to capture the attention of the prospective customer. I would beg to differ and say that Branding is and will be successful if you are able to, connect to the customer at an emotional and mental level.

Going by this, our pan-beediwalas, sabjiwalas, doodhwalas, kaamwalis and all other possible walas and walis would be a brand by themselves if they could do something (not necessarily involving cost) to connect to the customer in some way or form…

Watch out HLL, P&G, Coke, Pepsi and all you big wigs… if all (or some on second thoughts) (or none on third thoughts) the walas and walis read this post… you have competition from all “gali kopchas” across the globe :)

adios…

10 comments:

sophie said...

nice blog here ...i like it

IdeaSmith said...

Just had to add...one of their earlier slogans n my favorite one was "When you drop dead, drop in!" This place was mentioned in India Today once and the Reader's Digest another time....so the MBA fundae aren't all wrong...its branding at a different level from the colours and logs that we're used to thinking of.

iyer education said...

i never said mba fundae were wrong... the only thing i differed with is that branding is not supposed to lure customers... but is supposed to connect to the customers in some way or form...

Bird said...

Iyer, use yellow fonts.

iyer education said...

for writing about undertakers... or in general?

APOO said...

To lure customers, you need to connect with them in some form or the other. So Iyer,you can write your own book on this funda and sell it big.

And yeah... ignore Bird!

iyer education said...

connecting is something which is not happening today...

luring is happening through all forms of misguidance through all media...

i make it sound too pessimistic, but believe me there are more half-baked truths and lies than truths

Apoorva said...

I agree with what you have to say. Luring the customer will get him there. But connecting will keep him there.

abhi said...

same holds with relationships (one nite stands or otherwise) i wud think

iyer education said...

thats a nice connection...

will probably make a post on that :)