Colour is like food for the spirit – plus its not addictive or fattening. ~ Isaac Mizrahi, Fashion designer In a discussion that ensued on my last post on The Role of Colours in Branding, it came forth that yellow attracts attention and red being a very energetic colour is difficult to handle for a long time. So, fast food restaurants consciously use a combination of red and yellow as a strategy to attract customers as well as to ensure that they make a quick exit, thus creating the space for others to come in. Taking off from the post, here I continue with the use of some other colours in branding.
Why do two colors, put one next to the other, sing? Can one really explain this? No. Just as one can never learn how to paint. ~ Pablo Picasso Colours speak to us quicker than words, by immediately capturing our attention and eliciting emotional responses. Naturally, colours hold a key significance in branding. With the choice of colours in their logo, brands send out strong messages and establish an emotional connection with the consumers. Here is a list of colours and how brands use them in their logo:
By Somali K Chakrabarti Made In China goods set new Indian standards – The Times of India on 05th May, 2015 Today if you see your laptop, your cell phone, your TV , or your wifi dongle, there is a high possibility that you’ll find ‘Made in China’ labels on all of them. China, the manufacturing hub and workshop of the world, is the largest exporter of goods in the world. ‘Made in China’ goods are to be found in almost all different parts of the world – be it in Europe, be it in the US or be it in India. A wide range of utility items from electric bulbs, to thermometers, to bottles, to cutlery, to nail cutters, to those brightly coloured gizmos, some with flashy lights, fancy Chinese dragons are made in China and shipped to different countries including India. I have picked up a couple of them from different places and surprisingly some of them lasted for…
“Hilsa fish can be a global brand like salmon & tuna,” tweeted Dr Nirmalya Kumar. Though a vegetarian by choice, yet coming from a Bengali family, it is unlikely for me to escape the mention of hilsa, albeit a branded one. The concept hasn’t worked out so far or may even sound alien, but when Dr Nirmalya Kumar, who is an authority on marketing and branding, and features in the lists of Thinkers 50, says so, like most others I do listen.
By Somali K Chakrabarti I am not an avid TV watcher, but often when I do, a remarkable advertisement ‘Will of Steel’ never fails to catch my eyes. This advertisement shows a girl, in a village in Haryana, getting up in the morning, putting on her shoes, and going out for a run, followed by practising crunches and weight lifting. Another lady in the house is shown lighting incense sticks, sweeping the house, washing clothes and preparing food. A background commentary in rustic Haryanvi language sermons the duties of a woman. A woman must get up before the sunrise, offer prayers and get into the kitchen to get on with the household chores.
By Somali K Chakrabarti A brand is an emotion your customers have associated with your company. Emotions, it is said are more psychological than logical. In the fiercely competitive market, where consumers are spoilt for choices owing to the presence of a number of companies that sell similar products, it is only natural that all brands vie for attention. Yet, amongst the several brands that scream out loud to make their presence felt, there are still a few brands that quietly sneak in into your lives and intertwine with your good memories. Here’s how 3 brands, instead of imposing their products upon people, chose to form their marketing strategy around the people to create an emotional connect. . 1. Creating good memories Festival times are generally associated with fond memories. These are also the times when many companies expend a chunk of their marketing spend. Most of the big Navaratri, Durga Puja celebrations are usually sponsored by companies, ranging from jewellery, to real estate, to insurance policies, and a host of others which capitalize on the marketing opportunity for exposure before the huge number of people who join the festivities. During my visit to one of the Durga pooja celebrations at Andheri, what caught my interest was the different approach…