“A great building must begin with the immeasurable, must go through measurable means when it is being designed, and in the end must be unmeasured.” – Louis Kahn.
All brands want to create a solid foundation, an impeccable design, a solid service chain and be part of everyday lives of the people, just like a building. From early on, we have been taught that businesses depend on sales and smart purchasing or manufacturing. But in the modern age, marketing has also become as much an important aspect for brands to grow. The 21st century is majorly digital – You can buy or sell anything from a needle to a car on the internet. Marketing has also gone digital with mega companies like Facebook, Google, YouTube, to name a few, who have brought the world to these brands to market their products or services. Recent data reveals the top three international ads spend platforms: Google was $103.73 Billion; Facebook was $67.37 Billion and Alibaba was $29.29 Billion. While internet offers a world of opportunities to these brands, it is important to regularly refer to the fundamentals of marketing. There is a lot of inspiration the new age marketers and brands can take from traditional marketing techniques and strategies. Here we look at De Beers, Maggi & Jio: 3 generations of classic brands who disrupted their respective industries with their innovative and creative marketing strategies.
1. Creating Demand: ‘A Diamond is Forever’ by De Beers
An interesting campaign was launched by De Beers, ‘A diamond is forever ‘, which became one of the most iconic tagline ever. Diamond is one of the rarest mineral but it stays its form for ever. Every girl dreams of being proposed in a beautiful setting and with a beautiful diamond ring. De Beers created exactly this emotion with their advertisement. So powerful and moving was the brand’s campaign that whenever an engagement ring comes to mind, it was and still is a diamond ring. This behaviour didn’t exist from time immemorial but was a result of the campaign by De Beers in an attempt to elevate the value of the diamond stone. The impact created was so strong that it literally changed the concept of proposals and engagements and still lives on today.
2. Know your market: ‘Mummy, I’m hungry’ by Maggi
Maggi was first launched in India in 1982 but due to stiff competition, its entry was not very successful. As a result, Maggi used the old formula of adding a taste maker objective to increase sales. It came up with its popular punch line, ‘Mummy, I’m hungry’ or ‘Mummy, Bhook Lagi Hai’ which made it a household name in India. The tagline was so successful in creating an impact on the Indian audience that Maggi still rules the Indian instant noddles market. It also later introduced other slogans and jingles like ‘Maggi, Maggi, Maggi’ and ‘2-Minutes Maggi Noodles’ which made the brand synonymous with instant noodles. Maggi currently dominates the segment especially among the younger generations.
3. Keeping Consumer Engaged: ‘JIO INDIA’
When Jio was launched in September 2016 in India, it was the youngest player to enter into the telecom market. Backed by Asia’s richest man, Mukesh Ambani led Reliance Industry, nearly 4 years into the business and it has become from an ‘industry disrupter’ to an ‘industry king’. It boasts of more than 350 million subscribers. The company has not only made profits but currently values around $65 Billion. Jio does not restrict itself to telecom & broadband services, but its ecosystem also consists of Jio Cinema, Jio TV, Jio Saavn Music, among other content generation ventures. It is able to service a much wider audience through one single platform and keep them engaged. The growth and success of Jio was so disruptive that it has almost forced major competitors like Vodafone, Airtel and Idea into shutting shop or even bankruptcy. The wider reach of Jio couple with its accessible recharge plans aimed at the lower strata of the population have largely contributed towards their success.
Moral Of The Story
All these stories/examples contours to tell us how companies were able to focus more on consumer experience than product. It shows how the product have remained the same but the way these brands have created a dialogue with the consumers go way beyond the product functionality. These brands are classic examples of ‘creating a value in the market’ through their brilliant branding strategies.
Ken Blanchard said, ”Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create raving fans”.
Customers are the epicentre for everything for the brand. They have the power to simply fire a company, from CEO to salesman, just by buying from a competitor brand. Most effective branding campaigns build trust and trust becomes tradition — the most invaluable asset for brands.