Did you ever say to a client - Your brand needs 'Gas'? Ha. Gloss and Sign. In other words, Image and Efficacy. Working on this project, we suddenly discovered, that this particular brand needs more Gas. The brand needs more glossy image and more signs of efficacy. I thought you just might find the term "Brand Gas" interesting. Since am no brand pundit, it is really difficult for me to write a theory paper on Brand Gas with complex models and diagrams to prove my point but I think it can be a decent term used in place of brand-image-makeover. Lifebuoy is a great example of what I am saying. From a red color carbolic soap for people in SEC C to a brand that provides hygiene and health solutions that enable people to lead a life without fear hygiene anxieties and health consciousness.
If you have any examples of "Brand Gas"or whatever the f*&% you think it is, do share.
If you have any examples of "Brand Gas"or whatever the f*&% you think it is, do share.
6 comments:
This thing on GAS doesn't really apply in this case butt comes close. My client, Naidu Hall,was a popular innerwear brand for women since its inception in 1938. It remained so despite didiversifying into other forms of apparel in the following years till the early 90s. In fact in a blog i read, the blogger said that during the 50s and 60s, the guys were more exited than the girls who would go to Naidu Hall to buy their innerwear.
Things have changed now and Naidu Hall(NH)now comes with various brand extentions. The main family apparel division is now Naidu Hall Naihaa. The cosmetic and persoal care division is The Feel Good Store and the lingere store now is now Mermaids.
Brand gas!Get your brand some gas, so that it can feel lighter and fly high, like a Zeppelin in the sky, increasing its visibility. Reminds me of Lux Surat bhi hai khobsurat bhi hai campaign. Can bajaj transition from Hamara Bajaj to Definitely Male be a case in point?
'Hamara Bajaj' to 'Definitely Ahead'can be an example to Brand Gas. Lux I don't think is not a very good example. Think over, you might just hit the hot button.
Cheers.
Actually Bajaj's transition was a big idea but I don't think it can be associated with Brand Gas..it was very solid and took ample time to take shape whereas gas diffuses fast, gives advantage in short term. Brand gas cannot be a long term strategy but a much needed push, right at the time when the brand need it the most. Beaware..I am going to hit the hot button..maybe.I think lowe's daag aache hain for surf excel was gas..it diffused real fast in market. Also once again Lowe, Balki's idea for Idea cellular is a much need push for the brand and at the right time.Ya one more I think vodapone's Internation Integration campaign - "Make more of now" is taking Gas out of the brand.
Burp.
I have no idea what made you think "Brand Gas" is a short term tactical strat. Gas is relatively low density and viscosity; relatively great expansion and contraction with changes in pressure and temperature with the ability to diffuse readily which means the spontaneous tendency to become distributed uniformly. Pressure here refers to contraction in within the category forcing a brand to lose share or otherwise while temperature means the ability to expand indefinitely. By that logic, 'Humara Bajaj' was looked down upon as a-scooter-for-my-father brand by the younger generation and they had to relook at the brand image. Which means the had to'add 'GAS' into the brand which will allow them to expand indefinitely, be it in image, product delivery or communication. Similarly, Lifebuoy was a long term 'Gas' thinking. Now point to remember here, 'Gas' is a strategic thinking of enhancing the 'Gloss and Sign' of a brand's core value and not just a creative execution.
Cheers.
Got your point and am now little ashamed of me as well.
Thanks.
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