Brands and Publicity – Part II

“Are these brands and their publicity trustworthy?”  (contd. from Brands and Publicity- Part I)

Despite the fact the consumer today is smart and agile, yet he runs behind the brands that endorse well. Be it the fairness creams, denims or clothing, insurance policies, cement or wooden tiles. Each brand has a face value that goes on promising something or the other. And for brands that cater to various levels of pyramid of our varied population, we have ample numbers to give a damn to that face value: real or fake. This is something like re-narrating that good old story of advertisements and consumers. But this time we will go and find the brands that do not endorse but still are the most trusted brands amongst consumers. They were established once upon a time but exist once for the entire life time.

Let us start from getting up in the morning and our daily chores. Colgate, doesn’t need any introduction, compared to the other brands has less aggressive marketing. They definitely have their own marketing strategy, well each company/product has. The point to be taken note of is Colgate doesn’t do propaganda but yet is not in doldrums.

Dettol, another such example. Trust is what they have gained over other brands selling the same thing and might be at cheaper price. We don’t even know that it is a product of a company named Reckitt Benckiser. It is the promise that it sells to save us. No doubts that in recent years it did publicise and gave offers of one on two for free but if we go by the face value and place value, we can judge that even if they stop advertising then also it would take years for other brands to expatriate it. After all, human psyche does believes “out of sight, out of mind”.

Dove, women just dig into this soap. Despite the fact it’s a high end product yet fetches attention. These products though have started advertising more but yet I would say that there is something in all these products which is beyond ad and sale equation. There is something people buy in these products beside the product.

Ambuja Cement, SBI Funds & Deposits, Nerolac Paints, Cerelac, Eclairs, Cadbury, Uncle Chips, Bata, Philips, Maruti, Nokia are perfect examples of such brands which sell something else than the commodity itself. And people are more than ready to trust them blind folded. (Though Nokia has seen a slump and Cadbury has been doing aggressive marketing lately, but that is beyond the scope of this write up as there are various factors that contribute to that kind of scenario.)

Tata is one such perfect example with no advertisements, no publicity, no aggressive marketing strategies yet it speaks for itself; be it Tata Salt, Tata Motors or TCS. All have a trust associated with their names and this is what we call Brand in true sense.

We agree that with so many entrants into the market every year and tough competition companies/products have to rely on publicity but then they should not sell sentiments of people. Above that they should have a level of trust that people can associate with the brand, a promise that brands can give them. It’s fine to have advertisements, it’s absolutely fine to have competition but why not make this a fair game; fair on both sides.

Karanvir Gupta