Comments on: Brand Manager 2.0

By: The brand…behind the scene | manu prasad

The brand…behind the scene | manu prasad — Tue, 26 Jul 2011 04:52:57 +0000

[…] coexist in one account, especially if they have differing personalities. Also, like I’ve said earlier, one also has to wonder how long the employee will stay in the organisation and when he/she leaves, […]

By: The brand…behind the scene | b r a n t s

The brand…behind the scene | b r a n t s — Mon, 20 Apr 2009 09:40:05 +0000

By: Brand new media | brants

Brand new media | brants — Mon, 15 Sep 2008 04:26:53 +0000

[…] large campaigns’ approach that I see many brands take. You can read an earlier rant here. A couple of tangential by products of an accretion approach could be brands being able to tackle […]

By: blaiq

blaiq — Mon, 04 Aug 2008 18:07:38 +0000

This is much better 🙂

By: manuscrypts

manuscrypts — Mon, 04 Aug 2008 04:40:57 +0000

yes, that seemed to be the idea, though its debatable if its a good one or not… and i guess unilever is a brand too, that operates in a different space…

just added the widget.. didnt add it earlier because there weren’t any conversations 😀

By: blaiq

blaiq — Sun, 03 Aug 2008 17:16:55 +0000

Btw, doesn’t wordpress have a ‘Recent comments’ feature/plug-in? Difficult to find posts where there are ongoing conversations.

By: blaiq

blaiq — Sun, 03 Aug 2008 17:15:05 +0000

Unilever is both a brand – a uber-brand, if you want to make the distinction – and a collection of brands. My simple rule is if you can name something, it’s a brand. A name basically makes reputation sticky – and shareable with others.

Having said that Unilever as a brand has a different audience, one that probably isn’t too concerned about integrity or inconsistency – shareholders, retailers, distributors, business partners, agencies, etc. Unilever’s brands have the audience we recognise, the one we call consumers.

The new development of signing off Unilever commercials with a Unilever logo is an attempt to spread the brand identity to the latter segment.

By: manuscrypts

manuscrypts — Sat, 02 Aug 2008 18:05:41 +0000

ah, the last bit was where I had a sort of dilemma.. Is Unilever a brand in itself? Or just a collection of brands?

By: blaiq

blaiq — Fri, 01 Aug 2008 18:55:21 +0000

How different should the different propositions be? In my opinion, they can be as different as you can imagine – as long as each proposition doesn’t contradict any of other ones. The example I would say is of Volvo supplementing their safe proposition with ‘thrilling to drive’. i think there’s something contradictory about that – but not about safe and stylish on the other hand.

Having said I believe that brands will end up with contradictory propositions – not unlike us people. And that’ll only make them interesting and human.

In some cases they’ll be caught offguard as in the delicate irony of Unilever promoting real beauty with Dove and also portraying women in a completely different and unflatteing light with Axe.

By: manuscrypts

manuscrypts — Mon, 28 Jul 2008 15:38:35 +0000

Hmm, lemme see, entities like ITC, HUL, Wipro, TATA are the easy ones… but they are brand conglomerates (though they didnt start that way)..
HP, Moser Baer is starting out, MTV with accessories, and i’m still thinking 🙂