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    Brand and Culture

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    laksh goyal
    The document provides an overview of a session on creative brand communication and how brands persuade people. It discusses decoding brand, category, and cultural truths to find strong communication ideas. Brand truths explain why the brand exists, what makes it better or different, and what inspires it. Category truths relate to human desires, the category's physical attributes, mental models of how it works, and communication themes. Cultural truths reflect collective motivations, tensions, and attitudes. Brands can recognize and potentially resolve cultural tensions. Sources like popular culture, social media, and rituals can help observe cultural truths.

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    Brand and Culture

    Uploaded by

    laksh goyal
    45 views22 pages
    The document provides an overview of a session on creative brand communication and how brands persuade people. It discusses decoding brand, category, and cultural truths to find strong communication ideas. Brand truths explain why the brand exists, what makes it better or different, and what inspires it. Category truths relate to human desires, the category's physical attributes, mental models of how it works, and communication themes. Cultural truths reflect collective motivations, tensions, and attitudes. Brands can recognize and potentially resolve cultural tensions. Sources like popular culture, social media, and rituals can help observe cultural truths.

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    The document provides an overview of a session on creative brand communication and how brands persuade people. It discusses decoding brand, category, and cultural truths to find strong communication ideas. Brand truths explain why the brand exists, what makes it better or different, and what inspires it. Category truths relate to human desires, the category's physical attributes, mental models of how it works, and communication themes. Cultural truths reflect collective motivations, tensions, and attitudes. Brands can recognize and potentially resolve cultural tensions. Sources like popular culture, social media, and rituals can help observe cultural truths.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views22 pages

    Brand and Culture

    Uploaded by

    laksh goyal
    The document provides an overview of a session on creative brand communication and how brands persuade people. It discusses decoding brand, category, and cultural truths to find strong communication ideas. Brand truths explain why the brand exists, what makes it better or different, and what inspires it. Category truths relate to human desires, the category's physical attributes, mental models of how it works, and communication themes. Cultural truths reflect collective motivations, tensions, and attitudes. Brands can recognize and potentially resolve cultural tensions. Sources like popular culture, social media, and rituals can help observe cultural truths.

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    Creative Brand Communication

    How Brands Persuade People

    Session 4
    23rd July 2019
    Thus Far…
    • The brand is an abstract idea – a specific meaning given to a product
    because of which people see value in it
    • Brand Communication is about persuading people
    • Strong brand communication ideas can be found at the confluence of
    Brand Truths, Category Truths and Cultural Truths
    • Some truths can be interestingly expressed as ‘conflicts’ or ‘tensions’ that are
    useful for brands to communicate around
    • Category truths can be located in Human Desires; its own ‘Physicality’;
    peoples’ ‘Mental Models’ of how the category works; Communication themes,
    etc.
    Decoding Brand Truths
    The Brand Truths
    • The Brand Exists because…
    • It is better because…
    • It is different because…
    • It is inspiring because…
    • Its core values are…

    Functional, Emotional, and Spiritual meaning


    Brand Resonance Model

    High SBLR
    RELATIONSHIP
    What about you & Resonance
    me Across Generations

    Best Beer in Authentic


    WV/I.
    Self respect
    RESPONSE Strong
    What about you Judgements Feelings
    ‘As good a beer as you Respect, but ‘not for me’
    could get”
    Working In
    Class Home
    MEANING Performance Imagery
    What are you Smooth, flavourful, West
    Authentic,
    Higher alcohol,dark, Virginia’s
    bitter Regional
    beer

    High Awareness
    Iconic - like
    IDENTITY Chevy/John Deer
    Awards Salience among all
    audiences
    Who are you
    Exercise
    • Write down all associations you have with a brand – products,
    experiences, memories, stories..everything
    • Arrange these into 4-5 broad themes/facets
    • Identify the one core meaning, idea, or essence that ties everything
    together
    Core Essence

    Key Ideas/Facets

    Role Models

    Symbols
    Pirate Flag
    Closed
    System MS Bashing
    Steve Jobs

    No range
    Touch
    Iconoclastic

    Simplicity ‘Un’ System Aesthetic Watch Power


    IPhone Excellence
    cord
    Workshops

    Human
    Technology Cool
    Aps

    High Price
    Ipad
    Fan Clubs
    1st Day lines
    Aquaguard
    Essence Uncompromising Protection

    Values, Values : Honesty and Transparency, Efficiency


    Beliefs, Beliefs : Pure water is everybody’s right/ A better life through technology
    Personality Personality: Tech savvy, modern, young

    Discriminator Nothing guards better

    Reason To Believe Technology platform – Mineral Guard, BioTron, hence Pure Water every time

    Benefits Maximum possible protection that gives me the peace of mind that I have done my best

    Insight When it comes to family, I will not take any chances. I sometimes feel– ‘Am I doing enough?’

    Target Consumer Progressive Parents – who will go that extra mile to o give themselves and their kids the best possible platforms to create
    more fulfilling lives

    Competitive Unorganized sector, as well as branded competition like Kent and Pureit. Also bottled water
    Environment

    Root Strengths Technology and Expertise


    Decoding Cultural Truths
    Cultural truths are found in the collective
    motivations, aspirations, conflicts, tensions, beliefs
    and attitudes of people

    These are often reflected in themes in popular


    culture – cinema, music, advertising, social media
    behavior, rituals, buying behavior

    Cultural changes usually create ‘tensions’ – which


    brands can seek to recognize, and perhaps even
    ‘resolve’
    From Asian Paints + Standup Act
    • Respect/Deference to Authority vs Need for Personal Freedom
    • Minimising Risk vs Fulfilling Careers
    • Regular Job vs Maker Culture
    • Cultural Distinctiveness vs Cultural Globalization
    Mi TV
    • Men are confused as to how to deal with redefined gender roles–
    their role in the family is not as sharply defined as before . (i.e. the
    patriarch who provides and guides)

    Useful thoughtpiece à
    https://timesofindia.indiatimes.com/blogs/Citycitybangbang/the-
    league-of-disappointed-women/
    Sources to observe and understand
    “When a child comes out of your body, I am convinced a guilt
    chip enters your soul and there is nothing you can do to dislodge it.
    There are only 2 ways to deal with the situation: You can either use
    your motherhood as an excuse to not go out and compete in the
    world or you can learn to take it in your stride and get on with your
    new life”

    - Farah Khan, filmmaker and choreographer


    What’s working on TV?

    Show Name : Meri Durga Show Name : Ye Hai Mohabbatein


    Show Name : Tu Sooraj Main Saanj, Piyaaji
    Show Time : Mon to Fri 7:30pm
    Show Time : Mon to Fri 6:30pm Show Time : Mon to Fri 7:00pm

    Durga, a young, fun loving girl from Haryana, lives with The love story of Dr. Ishita Iyer and Raman Kumar Bhalla, Ishita is
    After her parents' death, Kanak stays with her grandmother,
    her father, Yashpal, who works as a school peon. He infertile and becomes emotionally attached to Raman's
    Bhabho. Although Bhabho hates her, Kanak secretly wishes
    has big dreams for her and wants her to achieve huge daughter, Ruhi, who lives with her divorced father. Due to
    to win her love one day.
    success in her life. circumstances, Raman and Ishita marry each other.
    What can movies tell us?
    1. Love Is Now Going Hinterland

    A couple meet for a proposed arranged marriage Set in the small-town of Bareilly, Bitti is a free- Badrinath Bansal from Jhansi and Vaidehi
    and fall in love in the process. On the night of spirited young girl who lives life on her own Trivedi from Kota belong to small towns but
    Shubh Mangal Savdhan is a delightfully
    their marriage, an unexpected turn of events terms and refuses to be pressured into getting have diametrically opposite opinions on
    everything. This leads to a clash of refreshing film about erectile dysfunction
    turns their world upside down. Set in the married. Her life takes a shift when she meets
    backdrop of India's civil services and exploring Chirag Dubey and Pritam Vidrohi. ideologies, despite both of them recognizing
    the challenges that the couple face as a middle- the goodness in each other.
    class couple in India.
    Look Closely, Connect Broadly, Think Critically!

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