I've been thinking a lot about Brand Image and Brand Efficacy over the last few days. GaS (Gloss and Sign) was a term that I suddenly came up with and thought why not explore more to see if something could be made out of it. Thanks to Spiritual Manager for igniting more thoughts on GaS.
A simple definition of Brand Image - The perception of your brand by the consumer or in other words the mental or emotional association of a brand in the consumer's mind. Can image also be called Gloss? Brand Efficacy can be defined as the power of a brand to produce a desired effect. Could efficacy be the Sign? Well, I've been thinking in that way.
Since you all know about brand image, efficacy is an interesting area to touch upon. Efficacy is the promise that a brand delivers using a symbol e.g. The Colgate Ring that fights 24 hours or the Anti-bacterial Shield of Dettol. Hmmm... the Anti-Dandruff Scalp of Head & Shoulders or the four stages of fairness for Fair & Lovely. Several P&G brands have been successful using these kind of signs. You may not like the advertisement or shrug off saying poor execution but for years companies have invested in these images and signs which has helped them in getting the desired response/effect/sales.
So, you simply just can't rule GaS out of your brand.
In India, you can find three distinct types of Efficacies most companies use:
Western Route - The above examples of Colgate, Dettol and H&S. Something we see everyday in the LOreal ads on telly; clinically proven; Germinol or enriched with Vitamin B+
Indian Route - Properties or qualities unique to India. Example, enriched with amla, heena or shikhakai. The natural way. Graphics of ingredients flowing into the pack which transforms into the pack shot at the end of a commercial (if you know what I mean). Something that companies like Dabur , Baidyanath, Ayur etc. uses frequently.
Hybrid Route - This is a mix of both world. Western and India. Signs you see in commercials of Biotique and Himalaya etc.
A simple definition of Brand Image - The perception of your brand by the consumer or in other words the mental or emotional association of a brand in the consumer's mind. Can image also be called Gloss? Brand Efficacy can be defined as the power of a brand to produce a desired effect. Could efficacy be the Sign? Well, I've been thinking in that way.
Since you all know about brand image, efficacy is an interesting area to touch upon. Efficacy is the promise that a brand delivers using a symbol e.g. The Colgate Ring that fights 24 hours or the Anti-bacterial Shield of Dettol. Hmmm... the Anti-Dandruff Scalp of Head & Shoulders or the four stages of fairness for Fair & Lovely. Several P&G brands have been successful using these kind of signs. You may not like the advertisement or shrug off saying poor execution but for years companies have invested in these images and signs which has helped them in getting the desired response/effect/sales.
So, you simply just can't rule GaS out of your brand.
In India, you can find three distinct types of Efficacies most companies use:
Western Route - The above examples of Colgate, Dettol and H&S. Something we see everyday in the LOreal ads on telly; clinically proven; Germinol or enriched with Vitamin B+
Indian Route - Properties or qualities unique to India. Example, enriched with amla, heena or shikhakai. The natural way. Graphics of ingredients flowing into the pack which transforms into the pack shot at the end of a commercial (if you know what I mean). Something that companies like Dabur , Baidyanath, Ayur etc. uses frequently.
Hybrid Route - This is a mix of both world. Western and India. Signs you see in commercials of Biotique and Himalaya etc.
Well, this is work in progress for me. I am thinking if GaS can use some properties of how normal gases perform under pressure and temperature, about how gases expand and contracts, how gases diffuse readily or their spontaneous tendency to distribute uniformly. Properties that any brand would love to possess. So hopefully I'll be able to write few more crappy lines on this as and when it comes in my mind. Can GaS be a way of thinking for certain categories still remains one big question in my head.
Does it make sense to add GaS into your aging brand? Does it sound like wtf-you-ain't-saying-anything-new-here? Whatever. Do send me your comments and feedback about what you think.
Does it make sense to add GaS into your aging brand? Does it sound like wtf-you-ain't-saying-anything-new-here? Whatever. Do send me your comments and feedback about what you think.
