In today’s scenario, the world is heavily distorted by what they see; a simple instance of a
\nbottle swap by a celebrity football player could change the fate of a brand. This essentially
\ncost the brand a whopping 4-billion-dollar worth of market value loss. Alternatively, large
\npharmaceutical companies ask for a country-backed guarantee for the supply of vaccines.<\/p>\n
There is a steep contrast between the power that a brand can wield on its customers through
\nendorsements or the incomparable benefits of its products. By and large, these two are the
\nextremes of the Brand specter. Interestingly, some alternatives serve a balanced approach to
\nfind brands in the telecom sector that use innovation and technology to build customer
\nintimacy. Recently brands have started engaging with their customers through personalized
\nmediums. Some innovations make the user the focal point of the whole journey, which is a
\nmore direct approach to engage the end-user. Micro-branding is a concept that stands the test
\nof sustainability and is evolving drastically.<\/p>\n
The new normal for brands and their positioning mechanisms will not be the same because
\npeople will not interact or socialize like before; let us term it the pre-covid era. But
\ncomplexities are higher if you are looking at more prominent brands with a good customer
\nbase. This is an innovation challenge for the whole marketing fraternity on how do we turn
\nthis more prominent macro-level branding into micro branding scenarios without losing much
\nof the essence. Honestly, there had been many trials, a couple of which are at the content
\nlevel, but they still give one-time benefits. For instance, in the Vodafone ads, if you could see
\nthe usage of a dog breed called “PUG” or the “zoozoos” concept, they have reduced the
\ndependency of a brand on expensive brand endorsements by celebrities and reduce the
\nsensitivities by their actions. However, the challenge of scalability and sustainability remains
\nfor this to get adopted into the mainstream. Today”s user journey touchpoints have become a
\nlittle finer where the customer wants to be in the spotlight, and there is a shift in demand
\ntowards a more personalized approach. Segments are more technologically relevant than
\ntraditional geographical split. The taste & culture is getting more granular to profile, so these
\nchallenges keep adding up to the problem at hand. In the past, the marketing fraternity had
\ndealt with such issues using technology, or sometimes there is a shift in the messaging
\nmedium. This is where you get a fundamental source of sustainable and scalable advantage.<\/p>\n
Every 10 years, since the advent of print media, a new medium is taking us to the next wave
\nof evolution: television, radio, cinema, or the internet. Now is the time for the next wave to
\nhit us; it is augmented reality for sure \u2013 as it would be the perfect bridge to move from the
\nphysical to the digital world as an interim hybrid stop.<\/p>\n
Are there proven methodologies that can solve the micro branding needs for brands? Of
\ncourse, defining the complexity is the first step towards it; all we need is a quick frame of
\nmind!<\/p>\n","protected":false},"excerpt":{"rendered":"
In today’s scenario, the world is heavily distorted by what they see; a simple instance of a bottle swap by a celebrity football player could change the fate of a brand. This essentially cost the brand a whopping 4-billion-dollar worth of market value loss. Alternatively, large pharmaceutical companies ask for a country-backed guarantee for the […]<\/p>\n","protected":false},"author":1,"featured_media":4793,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[39,40,38],"class_list":["post-5571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vr","tag-ar","tag-mr","tag-vr"],"_links":{"self":[{"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/posts\/5571","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/comments?post=5571"}],"version-history":[{"count":5,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/posts\/5571\/revisions"}],"predecessor-version":[{"id":5583,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/posts\/5571\/revisions\/5583"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/media\/4793"}],"wp:attachment":[{"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/media?parent=5571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/categories?post=5571"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mindwox.in\/madrasmindworks\/wp-json\/wp\/v2\/tags?post=5571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}