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Today, the world is experiencing one of the most trying periods in recent years where our physical and emotional endurance is being put to the test. The spread of COVID-19 has put millions of lives at stake. Locked down within our homes, we are looking at an unsteady present and a highly uncertain future.

Working from home has become the norm and we are spending hours inundated with every kind of information about the pandemic. Be it in the form of Whatsapp forwards, news articles or Instagram stories, the dissemination of information is at an all time high and we are at leisure to take it all in!

Amidst all the information coming my way, what seemed to pop out was that, even during a global crisis of this magnitude, there was a spurt of new ideas and innovation from every corner of the world. The observation got me searching for more examples of the different kinds of innovative technologies, unique designs and creative communication that was doing the rounds during this pandemic, and what emerged was fascinating.

One such product I came across was the ‘germ trap’ snood designed by Virustatic, a UK based biotechnology firm that apparently ‘deactivates’ viruses after filtering them onto its surface. Meant to cover your neck and approximately half of your face, the Virustatic Shield’s fabric is where the magic lies. It is said to imitate the surface structure of the human oesophagus, with a special coating that is believed to trap up to 96% of airborne viruses, thus enabling users to filter out harmful infections around them!

Another ingenious product, I found, was a hands-free door opener designed by Belgium-based company Materialise. To be attached to a door handle, this makes use of one’s arm or elbow to open doors thus reducing the risk of touching an otherwise potential ‘hot-spot’ for infections. What’s more, it is 3D printed, and Materialise has made the design downloadable for free from their website, making it extremely easy to use for individuals and organisations to print it as and when required.

During the course of this COVID-19 pandemic, the identification of those infected and their movement history has been of utmost importance. The Smart Helmet designed by China-based tech firm KC Wearable was something I found quite fascinating. This helmet is equipped to detect people with a fever up to five metres away, subsequently sounding an alarm to that effect! Featuring an infrared temperature detector, an augmented-reality visor, a camera that can read QR codes, plus wifi, Bluetooth and 5G enabled so as to beam data to the nearest hospital this product truly seems like a thing of the future.

A highly useful yet seemingly controversial innovation, to me, were a series of tracking apps developed by South Korean coders, one of which happens to be the Corona 100m. These applications build on the testing data collected by the government to alert users when they come within 100 metres of a location visited by an infected person. Such advanced tracking devices can definitely be crucial in curbing the incessant rise in the number of infected people. What needs to be considered, however, are the subsequent consequences when surveillance of this level is allowed and the boundaries of privacy become blurry. But I won’t delve into that for now. That is a subject for another blog!

In addition to these product and technology-based innovations, what I realised was that dissemination of important information in ways that are effective and memorable was the need of the hour. And I must say that I have come across some of the most creative instances in communication design during this COVID-19 period! From those that educate us about the crisis, inform us about crucial do’s and dont’s to the ones that turn this grim situation around, into something hilarious. For instance, when I saw this hand-washing tutorial by Iranian mime artist Danial Kheirikhah, where he can be seen furiously washing his hands to the tunes of classical music, it was just the thing I needed to see. Simple, funny and so effective!

Another widespread visual used to communicate the importance of social distancing has been that of burning matchsticks. When I first saw it, the impact was instant and the message was crystal clear. Adapted by various artists, animators and designers, it used such a strong visual metaphor that it became impossible to forget and extremely easy to understand. What’s more, it required no caption, no explanation thus crossing boundaries of language, cultures and education, to be understood by one and all.

I also had the chance to see some of the most creative campaigns from organisations across the world. At a time when business is slow, customers are wary, nobody is moving or buying or stepping out of their homes, advertising is playing a key role in helping brands stay relevant while being sensitive to present circumstances. Mercedes Benz talks about staying at home while Burger King’s quarantine whopper encourages customers to make their own burgers at home! It is amazing to see how these brands have turned around their product or service into a powerful message asking people to stay indoors and stay safe. All over the world, in every field, people are finding new ways to inform, engage and inspire millions.

However, what I realised is this. We aren’t witnessing this phenomenon for the first time.

History has shown us, that through the years, in the face of adversity, turmoil and tragic circumstances, creativity has never said die. Wars, socio-political unrests and economic crises have all invariably led to some of the most path-breaking ideas and innovations in the fields of product design, architecture, technology as well as communication. Take the iconic Charles and Ray Eames’ plywood splint for example. It became one of the most talked-about designs that emerged from the WW2. Not only that, but it has also further inspired many more designs in the years that followed, all based on the principle of problem-solving and ‘less is more’.

Years later, the Cold War also brought with it one of the most impactful visuals; the Fraternal Kiss by Russian artist Vrubel, that was actually based on a photograph but assumed a completely new meaning when it was painted on the eastern side of the Berlin Wall. The ‘I AM A MAN’ posters held by Memphis sanitation workers during the 1968 strike, was a simple design yet marked a significant moment in the American Civil Rights Movement and remained etched in the memory of the world. Closer to home, India’s own freedom struggle led to the propagation of khadi, spun using the charkha during the Swadeshi Movement by Mahatma Gandhi. Although it wasn’t unknown to the people, its creative juxtaposition against the backdrop of the British raj, made it a symbol of independence and of self-sufficiency and was adopted exponentially, throughout the country.

What I have noticed is that throughout history, difficult times have always led us to new beginnings. New materials are discovered, innovative products become a part of everyday life, art movements are initiated to do away with earlier styles, music evolves, architecture changes the way we see the world and technological advancements redefine the way we live. Every crisis brings with it a modification in circumstances and available resources. This further leads to a significant rise in new needs and unique problems. And with this, comes the drive to invent, to find a better way to deal with the circumstances at hand.

In the book, Wired to Create: Unravelling the Mysteries of the Creative Mind psychologist Marie Forgeard, (McLean Hospital/Harvard Medical School) explains, “Because adverse events force us to reexamine our beliefs and priorities, they can help us break out of habitual ways of thinking and thereby boost creativity. We’re forced to reconsider things we took for granted, and we’re forced to think about new things. Adverse events can be so powerful that they force us to think about questions we never would have thought of otherwise.” Adversity pushes us to find a way out and we turn to innovation and to design, which at its very core, is ultimately a problem-solving process. To mould what we have in the present, into an idea that has the power to change our future.

The article first published on GCD Studio

CURRENT ISSUE
Creative Gaga - Issue 49

 

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As designers, ordinary events shouldn’t be ignored, for in them lie inspirations and insights that everyone saw but never noticed. How good you are with tuning your eyes to your mind is what counts, believes Karthik M. He makes some interesting points that translate into how to notice things so that people can take notice of your work.

Periods
First Coffee
Poster for Easy Cabs
Adoption
Vichar (thoughts)

Beauty Lies in The Eyes of the Observer

Any creative journey starts with observation; the ability to see beyond what is visible and read between the lines. Different designers will have different tones in which they try and communicate what they perceive, whether it’s through mockery, humour or abstract routes. What’s important is to find a unique connection inside what you observe and bring that to life in a personal way.

Road Ritual
Government Job

One will realise that over the course of time, doing justice to yourself will help bring recognition, as your designs make way into websites, blogs and so on. Create work that instigates discussion. And advertising is a good place to learn how to do that because it always keeps you curious and makes you dig for insights.

Life. An everyday situation, shown with a unique connotation; one that instigates the viewer to think beyond what they see.
Apocalypse. An everyday situation, shown with a unique connotation; one that instigates the viewer to think beyond what they see.
Grope Spot. An everyday situation, shown with a unique connotation; one that instigates the viewer to think beyond what they see.

As Every Sight has an Insight

Pretty much so. Inspirations are many and they are hiding everywhere. It could be in a fight you’ve had with your partner that might trigger a chain of thought or sometimes as simple as how your pet curls up and sleeps It’s funny how something so small are like blips on a radar screen and which actually have the potential to manifest into great ideas. The underlying element is of course to constantly look for inspirations to invent and create.

Connect. A series of illustrations exploring grey areas of life in black and white.

For Illustrators, Advertising is the Best School

There are probably millions of people out there who can draw, who can illustrate. They love to tell stories, share concepts via striking visual form. For them, and their audience, it’s something that never gets dull. And that’s why, advertising is the perfect launch pad for great talent. It not only allows you to do what you do best, but also teaches you other key traits that are vital for someone in a creative profession.

Cover for Helter Skelter Book
Editorial Design for Helter Skelter Book, Hands
Editorial Design for Helter Skelter Book, SpeakingTongues

Advertising, helps designers see a bigger picture; one beyond the edges of their canvas. It not only lets you make things but also teaches you how to present your idea to the world. It makes you a thinker, a creator, most importantly, it makes you a doer.

Sorry State
Silent Killer
Smirking Salary. Sometimes, words can be great visuals as well, demonstrates this tongue-in-cheek design.

Published in Issue 24

Illustration For Advertising Special! Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!

 

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Gone are the days when Illustrators used to take the back seat in the advertising world. With things today, they’re emerging as the forerunners of some amazing and memorable communication that is being recognized. No doubt, clients, like OLX and Docomo, are exploring this valuable asset with Nithin Rao Kumblekar.

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Namaste India Milk, Agency: ADK Fortune Communications Pvt. Ltd.
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Urbanrise, Agency: One MG, Chennai
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advertising

Contacting an illustrator for a TVC shoot might not be something we hear of everyday, but when OLX got in touch with Nithin Rao, it was a wise decision. The client wanted a campaign that would carry forward in print as well, and thus, saving time and cost, decided to get the shoot illustrated. Simple to look at, but the task was a challenging one for the artist. The OLX team had asked him to create every object separately in the layout so that they could pick each one later, according to their needs. Thus, the illustration required Nithin to create every object completely even if it was overlapped by the objects.

Wall graphic for Sulekha.com
Wall graphic for Sulekha.com

Wall graphic for Sulekha.com
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When Docomo demanded an illustration route for its exciting print campaign ‘The bedtime stories’, Nithin knew it would be storytelling through single visuals. Without over complicating the visual, he worked carefully with shadow and light to establish humor and wit using relatable scenarios. To give the story a setting, subtle placement of props were used, like the placement of a kid’s drawing book, school bag and water bottle with a fish on it.

advertising
Client: Killer dryShampoo, Agency: Makani
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Client: Killer dryShampoo, Agency: Makani
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Client: Killer dryShampoo, Agency: Makani
advertising

Published in Issue 24

Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!

 

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CURRENT ISSUE
Creative Gaga - Issue 49

 

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Tapping into adversities our society faces on a day-to-day basis, Siju RS art directs a campaign that attempts to call out to the conscience of the onlooker and prompts for an action. The Winter Collection campaign draws public attention and interest to a raging issue.

Winter is the most difficult time for the underprivileged in India. And after the long and hot summers, the homeless and especially the children, are the most affected by the harsh weather conditions.

Winter collection
Newspaper - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

Winter collection
Sack - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

The campaign innovatively tackles this social issue. With street children posing as models and adorned in clothes made from discarded newspapers, sacking and cardboard, the campaign satires a fashion shoot. This juxtaposition succeeds in making people stand up and notice the plight of the less fortunate and donate clothes to help them. The sophisticated look and feel does not shout to sensationalize but creates enough room for curiosity and learning, while being packed with a punch. Thus, articulating what they call in advertising – success.

Winter collection
Cardboard - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

Published in Issue 12

The first interactive issue of Creative Gaga with Augmented Reality features. This issue focuses on the transition of Advertising from real to virtual and blurring the boundaries of both at the same time. Also bundled with lots of interesting articles and interviews.

 

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Creative Gaga - Issue 49

 

“The idea is getting lost.” “How about a bigger logo?” “I can’t shorten the headline.” These are the often repeated lines in an advertising agency. For an art director, the challenge is to meet all such expectations in a single design. Senior Creative Director Denzil Machado explains how keeping designs minimalist and simple can meet all of these to satisfy both creativity and the brand objective.

Advertising
Cat Paws. When the idea is the visual itself, nothing else is needed.
Advertising
Doggy Paws. Print and Poster Campaign for Sanitol Hand Sanitizers

Leave it to the Audience

Advertising is different from other design areas like graphic designing and illustration. That’s because it’s an integrated communication that involves a union of the idea, visual and words. The idea, no doubt, plays the most important role. And then the art form must compliment it, which is where the challenge lies. The best way is to let the audience decode an idea, helped by a design. That’s when an artwork is able to achieve the objective for the brand, the client and the agency.

Advertising
Bhole Bhandari
Advertising
Bulbul Pandey
Advertising
Komal Kanya

Make Your Visuals Talk

The objective is to do more with less. It’s a great challenge to try and solve a problem visually, without saying much. Especially when you have to say it all, integrating the product, idea, logo, copy, etc., all in one communication. Unlike a film which has the support of a narrative or dialogue, along with music and moving images, visual communication in advertising has to be made powerful on its own. Making intelligent use of colours, motifs and patterns help in doing so keeping it simple and minimalistic is the key. As a great mind once put it, “Simple is beautiful, but it is also most difficult to do something simple.” This is definitely tough, yet the most exciting part of the business.

Slipping Rooster
Slipping Pig
Slipping Goat

Protect the Child Inside You

Usually, during the initial phase of an advertising career, people prefer to be spontaneous. At that raw time, they are primarily driven by instinct. And they just use elements because ‘they felt like it.’ However, after one reaches a certain stage and the game is played on a bigger level, it’s important to get a lot more calculative. It becomes necessary to carefully think through ideas again and maybe once again. It becomes important to ask ‘why am I using this font and not that? Why this colour and texture?’ You need to justify and reason out with everything you use. But the source remains instinct. The trick is to keep the child in you alive.

Reebok Gear
Reebok Gear

Find out the “Aha” Moment

Well, there is no one way to go about design in advertising. Every brief, every page is something different. The variations in the nature of the ideas, clients, brands and target audience enable an art director to experiment with a myriad style of visual expressions. Ranging from traditional Indian to contemporary, the page is all yours. However, the objective is always the same – to make decoding the visual communication an interesting experience for the target audience. Right when your audience connects to your communication and exclaims “aha”, your design meets success.

Tarantula
Lizard. Print and Poster campaign for Hanes Tagless Innerwear

Stop Aping the West

It’s common to spot an art director flipping through the archive or referring to books like One Show, DnAD, etc, for that little push when one is stuck. No doubt, international advertising is inspiring and is doing rather well on the global level, but there is a lot of untapped potential in India, especially when it comes to design. Look locally. Look around. Extract from our incredibly rich and diverse art and culture. There are so many simple yet striking elements that can say so much on their own. There is a high possibility that designs, created using traditional inputs, might not even have crossed the mind of any artist sitting in an agency anywhere in the world. And that’s what makes it unique, utterly Indian.

Poster for India International Jewellery Show, IIJS
Poster for India International Jewellery Show, IIJS

Published in Issue 11

This issue also explored the Jewellery Design & Wedding Photography with some cool techniques to learn from experts in Gyaan section.

 

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Creative Gaga - Issue 49

 

Advertising is one such arena where one can achieve as much as they’d like; provided, that they’ve got the skills, talent and of course the courage. Nasheet Shadani, believes it’s for every illustrator to make the most of this opportunity and create magical pieces that can manifest themselves as memorable communications.

Advertising
Poster for Vodafone India
Advertising
Poster for Vodafone India
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Poster for Vodafone India

If the Idea is the Soul of Any Work Then Illustration is the Body.

It is common belief that it’s tough for a fresh college graduate to walk in with a portfolio and land into advertising directly. Common notions are that one needs ‘contacts’ and ‘references’. That’s not true. A good portfolio is the key into this exciting world, provided that the work contains not only cool designs and illustrations, but strong and unique ideas behind them as well. Once you make your way in, the world is yours. And for an illustrator, it’s a very exciting place. There is a bit of illustration in everything you create, whether it’s a logo design, typography, calligraphy or even a photo shoot.

Advertising
Poster for Vodafone India
Advertising
Poster for Vodafone India
Advertising
Poster for Vodafone India
Advertising

Love Problems More Than Solutions.

Pablo Picasso once said, “God is really only another artist. He invented the giraffe, the elephant and the cat. He has no real style, He just goes on trying other things”. Once a new style is cracked, the job is done. Then it’s all about moving on to explore something new. It’s important to go for the best style that suits the brief rather than retro fitting what you are good at. It also depends on the brief, if the best solution is a minimal vector graphic then why waste energy and time in creating intricate miniature art?

Poster for Vodafone India
Poster for Vodafone India
Dancer Meets Potter, Dancer Meets Puppet. Surajkund Mela theme is used to invite people on behalf of Vodafone using vivid and vibrant illustrations.

Do the Doodle.

Whatever is the result, it all starts with a doodle. Never sit on the computer directly. It is always better to think, let your subconscious work on the problem then transfer your thoughts into paper and use that doodle as a building block. Remember that even though we’ve got incredible programs and software at our disposal, they can’t do the thinking; they cannot generate ideas. Surrounding yourself with interesting and creative things can help inspire. Whether it’s things you collect from your travels or simply dig deep into the rich Indian culture, design and artistic forms are all around us.

The Elves and the Shoemaker, Santa’s Gift and Wicked Harry.

What’s Stopping You?

Short deadlines, overnight work, client’s not so friendly feedback and budget issues are few things that, sometimes, stop us in doing great work. But it ultimately depends on the kind of brand you’re working with. There are clients like Vodafone who love illustrations and there are other clients who are more focused on photo shoots or stock images. Can you imagine Amul advertising without those funny illustrative ads? Once you figure out that illustration is the best answer to this brief then the real job starts to convince the client on the benefit of using illustration in that particular case. Illustration in advertising is very different from illustrations elsewhere. Here, every single line must serve a purpose and should add to that overall message.

Advertising
ORIYA, URDU, MALAYALAM. A campaign to promote the dying art of calligraphy.
Advertising
COUPLE. A print ad to show the ill effects of bad breath in a funny way.
Advertising
Illustration for Taxi Fabric

Published in Issue 24

Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!

 

Order Your Copy!
CURRENT ISSUE
Creative Gaga - Issue 49

 

The campaign for Soolantra utilises characterisation very effectively to depict the efficacy of the treatment and its ability to eliminate the symptoms of the chronic skin disorder – Rosacea once and for all.

skin - Soolantra

Brief

Galderma, a specialist on skin medical solutions developed a potent topical treatment, ‘Soolantra’ for Rosacea, a common chronic inflammatory skin disorder which affects an estimated 40 million people worldwide. In the past ten years, dermatological research failed to provide an effective treatment whereby causing exasperation in patients and doctors alike.

skin - Soolantra

The Challenge

In this scenario, the challenge was to showcase Soolantra in a new light. The differentiating factor of this topical treatment was its efficacy when compared to other treatments available. But, with so many treatments falsely advertising themselves to be effective, the campaign had to be innovative and make people believe that this topical treatment is distinct among the many available in the market.

skin - Soolantra

The Solution

The concept of the campaign was based on the story of good versus evil or strong versus weak. With Soolantra as the mighty hero overpowering the evil Rosacea that has plagued its victims since a decade, this universal story captured the true essence of the product while being relatable to the mass audience. To make a large impact and gain maximum exposure, the campaign was showcased in personal and non-personal channels. The animated endorsement appeared on iPads of representatives during sales calls, banners, physician’s website and professional e-mails. Along with print materials such as posters, flash cards, and brochures, even high-profile tactics at the American Academy of Dermatology convention was held.

skin - Soolantra

Result

By showcasing Soolantra as the powerful topical ascending above all other agents to overpower the papules appearing on the face of the sufferers, this groundbreaking endorsement has achieved to convey its benefits and create awareness about its presence in the market. Receiving an extremely positive feedback overall, there has been a steady increase in total prescriptions since the launch of the campaign.

skin - Soolantra

Credits

 

Agency: McCann Echo
Creative Production Studio: Ars Thanea

 

Video:
Executive Creative Director: Peter Jaworowski
Director: Karol Kołodziński
Producer: Marcin Molski, Aleksander Kmiecik
Script: Karol Kołodziński
Art Directors: Karol Kołodziński, Paweł Szklarski
Storyboard Artist: Michał Lisowski
Technical Lead: Łukasz Skurczyński
CG Supervisor: Paweł Szklarski
Concept Artist: Michał Lisowski
Character Artist: Łukasz Skurczyński
Lead Shading & Lighting: Paweł Szklarski
Shading Artist: Paweł Szklarski
Rendering Artist: Paweł Szklarski
Texture Artists: Paweł Szklarski, Piotr Nowacki
Animation Supervisors: Patryk Habryn, Łukasz Skurczyński
Character TD: Victor Vinyalis
3D Animators: Hugo Garcia, Patryk Habryn
Compositing: Karol Kołodziński
IT Support: Krzysztof Zarzycki
Music, Sound FX, Mastering: Wojciech Roguski, Marcin Cisło
Business Unit Director: Marcin Molski

 

Print:
Executive Creative Director: Peter Jaworowski
Art Director: Karol Klonowski
Producer: Marcin Molski, Aleksander Kmiecik
Concept Artist: Michał Lisowski
Digital Artists: Karol Klonowski, Marcin Kowalski, Łukasz Wiktorzak, Piotr Frączkowski
3D Lead Artist: Piotr Nowacki, Paweł Szklarski
Modeling & Texture Artists: Łukasz Skurczyński, Piotr Nowacki, Paweł Szklarski
Shading Artist: Piotr Nowacki, Paweł Szklarski
Business Unit Director: Marcin Molski
CURRENT ISSUE
Creative Gaga - Issue 49

 

‘Brand’ is termed as the prestige of your company. The procedural and pre-planned strategies for the betterment of a brand are determined as the brand strategies of the company or an organisation.

Strategies begin by setting goals. Your brand defines what you exactly stand for – the commitment or promise you make, and the personality your brand conveys. In the layman’s notion, a brand is merely a logo, brochure or a tagline, but one should know that it is much more. It is considered as an intangible asset on which a company stands firm in the competitive market. Brand strategy is a vast concept that helps establish your product in the core and significant market, and to build your brand that will grow and mature in a saturated market scenario. It directly supports the business strategies to ensure consistent brand behaviours and brand experience in all points of channels of communication. Without clear and compelling brand strategy, your company is just another. You cannot have a strategy without clear objective. Mere execution and tactics are not strategy, and nor is restating the goals. Developing brand strategy can be one of the most challenging steps in the marketing plan process, but a rather vital step in creating the company.

1. Branding Purpose

You decide and work your brand strategies out, and so you must be determined about its purpose towards your brand. Your brand purpose must be more specific and evaluative, in that it serves as a differentiate variable between your brand and competitors. The pre-planned purpose of your brand strategy will surely help your brand product to outperform in its significant aspects. The agenda behind the whole course of branding strategy must be clearly defined and accepted in the appropriate manner. These purposeful brand actions will be paramount to build and uphold authentic relations with audiences and investors.

 

A simple instance: Lamborghini never runs advertisements on television because they think that the people who can afford their cars aren’t sitting around and watching TV.

strategy
Image source – Pinterest.com

2. Competition Awareness

To know your competition always holds as a positive trait. Tuning up with the establishment of brand strategies holds the importance to enhance your brand. Your branding strategies should bring you to a higher level, and make it strong to stand against the bottle-neck competition of the market. Take competition as a challenge to improve your own strategies and create greater values in your overall brand https://www.youtube.com/watch?v=tV7Zo9UNiVo

strategy

3. Collections of Brand and Premium Products

For premium products, some companies think they should give endless choices, but just the opposite is true. Not many choices must be given to the customers, if you want your product to be perceived as a premium product, especially during the original launch of the product. More choices in the premium products may create buying decisions to be challenging, which may undoubtedly affect the purchase decisions. Fewer the choices, lesser the confusion in the minds of the customers. As in concern with the luxury brands, it is mostly couture fashion; the outlook defines the image of the brand, just like the cherry on the cake. Coca-Cola has many products under the brand, but the company mainly focuses on their money product ‘Coca-Cola’. The Indian brand Thumbs-up, Sprite, Fanta and Minute Maid are also their products, but they spend less money on these products, compared to their premier product.

strategy
Image source – Pinterest.com

4. Consistency

The concept of consistency has become a central normative and empirical statement about enriching high performance in the organisation. As in the practical scenario, the consumers prefer buying from the brands they know. Once a brand or product gets recognized by the consumers, the biggest challenge for them is to interact with consumers consistently. The consistency aspect has a direct relation with the trust and loyalty of the consumer. The untimely changes in the brand may result into a decrease in the trustworthiness of your brand, leading to hasty actions by the stakeholders.

strategy

5 Change is a must

At times, marketers may struggle to change and set the pace of brands. In Brand Strategy, consistent change is the paradox of time. Doing the same thing repeatedly ceases to have a powerful impact over the market. The brand is brought to life through innovative changes and shifting aspects of products. Rebranding is necessary to keep your brand product fresh, relevant, and to be maintained in the forefront of the customer’s mind.

 

Changing the perception of your brand is not any easy task, and nor it is any cheap. The company must have enough dedication, determination and commitment to make it happen, not to mention a lot of other resources like immense time and finances. It is relatable to say that you reap as you sow. Thus, the expenses made to make changes rewards you with great successful scenarios in the future.

 

Some companies change their logo to match with current times and generations. Some companies change their brand ambassador, based on the popularity of their brand or the celebrity. Some big products make changes in their product packaging design during festivals, offers or new year’s occasions.

strategy
Image source http://bit.ly/2qpaoXC

6 Emotional Touch

It is the era where the development of the company brand is directly linked to the consumer’s emotional level of satisfaction. An emotionally satisfied customer tends to increase your brand image by verbal promotions through the various online and offline mediums. It is crucial to attach the strings of the brand with the customer’s emotional level of satisfaction in today’s highly structured environment, where products and services are distinguished from each other.

 

Take the example of Nokia. Nokia failed because they didn’t establish an emotional touch with consumers. The CEO of Nokia failed to understand that the Asian and European market was waiting for the next Nokia phone, but Nokia hastily launched a Windows platform phone, without Bluetooth and expandable memory. The product and platform were unfamiliar for the existing consumer base.

strategy

7 Make it easy for customers

When any company launches new product publicly that time they also launch guide with them. Yes, brand often thinks about their consumers first and they don’t want to make them confused with the first impression. Smartphone box has always usage guide in it so it’s easy for customers to know about it. The Same way a router comes with set up or installation guide so user doesn’t have to rely on external sources. Let’s take the example of TiSpy – parental monitoring app and how they make the process easy for customers. They’ve written a detailed guide on how to use the app, on their website, and also launched a detailed video. This branding technique helps consumers understand more about the product without asking anyone. (https://www.youtube.com/watch?v=cdcsM9bTJSE)

strategy

8 Involvements of Resources

Every industry requires the benefits of a well-planned brand strategy to build a polished and an aspiring brand in the market. The implementation of the brand strategies shall be done by the living assets i.e. Human resources of the company. Resource involvement is ascertained by the job satisfaction of the employees; the personal attachment towards their job and colleagues which influence their acceptance and willingness to perform at work. Employees are considered as the most powerful living asset of the brand, and hence must be well treated. And, employees shall be trained and prepared to be the greatest existing resource within the organisation.

 

The strongest brands increasingly find ways to collaborate – they offer services that deliver seamless synergies, fitting nicely into consumer values, behaviour and lifestyle.

strategy
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CURRENT ISSUE
Creative Gaga - Issue 49

 

Acclaimed Illustrator, Nasheet Shadani, employs his experience and know-how in the field of advertising to inform us about the constantly transforming nature of the field; the factors influencing these changes, and the effects of this going advancement.

Like any other creative industry, it is about transformation.

This process of transformation has been much faster in the previous few years. The art of communication has evolved from being merely ‘announcements’ to real-time engagements. Earlier, it used to be very passive, but it is now becoming more and more active. These changes are based on the context of the social structure and related trends which existed then and the way they have become now, with respect to the current status of economy, technological leaps, means of communication, nature of aspirations and so on.

With the ongoing advent of improvised and more innovative technology, new media emerges as a byproduct of the changing scene, and with the evolution of new media, new languages and behaviours are formed and cultivated. Smart brands are those that are more open and quick in adapting to these upcoming changes. Each and every day, we are bombarded with more and more information and visuals, in all sorts of ways. Our brain automatically starts filtering information i.e. if an ad looks like an “ad”, it will be on the top of a person’s ‘ignore-this-list’.

Technology and the fast-paced culture is also changing the way we focus our attention.

According to a Microsoft research, the attention spans of people have dropped from 12 seconds (in 2000) to 8 seconds (2015). This demands a relook at how we are going to create advertising. Less text and more visuals that clearly communicate the point; videos that work without sound; messages that are delivered in the first few seconds, and worth-disrupting content are few of the advertising needs based on how people respond to ads these days.

India is coming out to be one of the fastest growing online populations.

This revolution needs to be smartly encashed. For example, on platforms like Facebook, a great idea from a small startup can reach millions of well-targeted people, through a single click. The future is going to be even more exciting.

Technology cannot save a bad idea.

No matter how technology-driven we become as a society, the pressure will always be on thinkers. A great idea put strategically across various media is the hack

Published in Issue 36

Every year brings a lot of hope and promises. With a New Year resolutions list (which might be lost by now) and hope of everything will change for good we all welcomed 2017. This issue explored, how these changes will affect our businesses and how we can be prepared for the growth predicted by the experts. The Wise Advice section includes pieces of advice on the web, mobile apps, user interface and user experience from well-known industry experts. Arun Pattnaik, a self-learned UX & UI expert also highlighted the importance of user experience in the process of building a strong brand. This issue gives you hint about tends to keep an eye on and how to be ready for it! So not just for the business owners but also for upcoming creative entrepreneurs this one is a must read!

 

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CURRENT ISSUE
Creative Gaga - Issue 49

 

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Art is an expression of yourself, whether you work with a team or not, design is all about putting yourself out there. Thinking creatively, acting spontaneously and satisfying a wide spectrum is what Abhishek Sawant does and urges others to do. Here he talks on how to be part of a team while still maintaining own core self.

Working in a Team

Artists are best known for working alone; the brooding, silent type. However the same does not stand true for Abhishek Sawant who knows exactly how to be part of a group in order to deliver an innovative product. He believe that working individually allows the creative juices to flow, however working in an open board design environment promotes healthy competition, eventually leading in evolution of design sensibility.

An ironic advert of rejecting the best names in football business for creating the perfect fantasy!

An ironic advert of rejecting the best names in football business for creating the perfect fantasy!

How Can You Make it?

Art is an expression of yourself; what you feel when you see a gorgeous sunset over the horizon or the inspiration from the world around us. Don’t lower your expectations or under-estimate your calibre, for nobody knows what goes on within the head of the designer; all they understand is what comes out on paper. What will make you click is subject to individuality and Abhishek finds his way when he travels or discovers a solution in scribbles on blank sheets of paper. He urges you to be yourself; as that is something nobody can take away from you.

Dark humour used to depict the effect of thick soup.
Dark humour used to depict the effect of thick soup.

Now, Don’t Lose Yourself Along the Way

At one point in life everyone is faced with the doubt, ‘What can I follow in order to succeed?’ The answer is simple and it comes from within. There are no shortcuts to succeeding as an artist; all you have to do is be true to yourself and not bend before client briefs. Use them as a guideline but never lose yourself in the process. Detailed or minimalistic, enhanced human expressions or subtlety, monochromes or vivid hues; all of the basic design principles guide you and ultimately shape your work. Accolades will come and go; clients will do the same you have to live on with your brand identity so work on that first, others are sure to follow on.

The cool ones are invited to the Bombay Times after hour party.

Advert for the popular brand Airtel celebrating the friendship.

Make the Group Succeed

A team is as strong as the weakest link. While everyone is sure to put their best foot forward, the real challenge is to make everyone overcome the obstacles together and reach a point where the group and the client both are happy. Learning how to work with and for others can be what makes or breaks you, as individually brilliant artists also have to gel with others at some point in order to achieve their goals. Enthusiastic artists bursting with passion make confident partners who win Abbys.

Innovative Dietician Visiting Card
CURRENT ISSUE
Creative Gaga - Issue 49