World Heart Day & a brand's tryst with Crisis

 

A brand story on World Heart Day!🫀

One brand story that comes to mind on Heart day is that of Fortune cooking oil & that of Sourav Ganguly.

👉Proposition

The brand proposition that its ingredients keep food tasty & healthy for heart against cholesterol esp for people over 40.

👉Brand Ambassador

Dada, the flamboyant cricketer & ex-captain, was rightly chosen to deliver the message - dada bole welcome to 40s.

👉Crisis

-In Jan 2021, dada suffered a cardiac arrest amidst time when the ATL campaigm was on.

-People started taking potshots at the brand with even cricketers tweeting the brand + celeb health misconnection.

💡Brand Response

-It rightly stopped all ATL and messaged for recovery of the celeb.

-Post recovery, dada also came out with a statement stating the history of heart ailments in his family.

- On valentines day, the brand came out with communication with dada with a good message on heart health!

👉The greatest thing a brand can do esp when a celeb is going thru a health crisis is to NOT drop the celeb!

👉Because consumers see such brands as trustworthy who do the right thing in crises.

🙏Btw, take time to reflect if there are any good practices or habits you should embrace for life to take care of your heart - physical exercise, meditation etc.

#health #brand #pr

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I write regularly on consumer/ #marketing trends and habits/ productivity tips. #runningmarketer

Millenials behaviour and opportunities

#Millenials consuming behaviour and #privatelabels push of online retailers, is seriously cooking up a #retail #storm!!

Few key symptoms -

1 Millenials demand #performance vs #logo - Its not about flaunting a logo that labels them as connesieurs, its more about understanding what they possess. Its like apple vs nexus or one plus. Explains the rise of such brands.

2 Millenials seem #practical in price value equation - Marketing and Brands is about profits, doesnt appeal to them, they are ok with private labels with quality output. They read #reviews to trust a new brand and easy return policy makes it work.  Shows growing emergence of private labels like amazon basics.

3 Millenials #search #google or app for literally everything - Thats a big one! Thus, white dress shirt search will land them to more often than not to private labels rather than the white shirt from ralph!

Imperatives??

#Brands need to create an unmatchable offering mostly thru fantastic quality at the right price. And engage in whys of #storytelling of how the brand aligns to thier #pragmatism. Curate personalized collections via #VisualMerchandising in a physical store. Plan #human-interaction to aid in story-telling and #feedback so that u appear as a brand that cares.