MediAvataar's News Desk

MediAvataar's News Desk

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Thursday, 19 April 2018 00:00

Brand Love

A lot has been said about the value of having consumers love your brand. But what does this mean, and how can brand love be achieved?

Is it Love or Like?

The first thing to say is that most consumers do not 'love' brands. At best they like them. Kantar Millward Brown's emotional priming research demonstrates that most brands evoke a mild, instinctive liking, but not a more passionate response.

There are also differences by country and category; for example, in the US, Affinity is strongest for salty snacks and confectionery and weakest for banking and insurance.

Does Affinity matter?

Our global BrandZ™ database reveals a strong correlation between Affinity and brand use. People who buy a brand tend to like it. However, this doesn't tell us whether people are buying the brands they like, or liking the brands they buy. There are brands that buck this trend; some discount brands are purchased but not much liked; and some premium brands are admired more than purchased.

Additional analysis shows that Affinity has an important role in encouraging repeat purchase. Combined data from Kantar WorldPanel and BrandZ shows that people are twice as likely to buy a brand again if they like it to start with.

Brands with higher Affinity than their level of usership would suggest, tend to have a higher Premium Index – the potential to support a higher price.

BrandZ analysis further backs this up; people say they will pay more for a brand they like.

Improving brand Affinity

What steps can be taken to improve Affinity? It seems advertising is a contributing factor to improving brand Affinity. There is a relationship between brand Affinity and great advertising. A brand that has great advertising is likely to be liked. However, analysis of our Link™ advertising database shows that to produce likeable advertising, you don’t necessarily have to produce ads which are enjoyed – ads which convey relevant, different information are also liked.

There are also some brands that are liked which don't have great advertising. A second route to Affinity is to be meaningfully different. Brands that have relatively high Affinity compared with their level of usership, index much more highly on being Different and being Meaningful. Good examples include car brands such as Audi, BMW, Lexus, and Mercedes; and tech brands like iPhone and amazon, as well as brands like Pampers and Lavazza.

In summary, levels of love for brands tend to be low, but there are several ways to improve affinity. Higher Affinity is related to use, which results in higher repeat purchase, and can help justify a price premium. Enjoyable advertising can also help build brand Affinity. And, being meaningfully different, and promoting the brand's meaningful difference through advertising can also help.


Written by Dominic Twose, Global Head of Knowledge,Kantar Millward Brown

LinkedIn launches video for Sponsored Content and Company Pages

Marketers and brands can leverage video for Sponsored Content and Company Pages to reach and engage the right audiences, the right way

A new LinkedIn study, titled ‘The B2B Video Report’ revealed that 73% Indian marketers see video as the most important content format in digital marketing for 2018. However, 50% of B2B marketers find it difficult to reach the right audience of decision-makers while using video. Realizing this challenge to reach quality audiences in the professional context using video, LinkedIn, the world’s largest professional network, has rolled out video for Sponsored Content and Company Pages.

Video for Sponsored Content helps marketers and businesses make the most of LinkedIn’s targeting and measuring capabilities to effectively reach and engage with the right audience in a quality environment using video. Marketers can use native video ads to achieve their objectives throughout the marketing funnel -- to build brand awareness with rich visual stories, target the right audience by traits such as job title, seniority, company name, industry, skills; and collect high-quality leads with a persistent “call to action” button or through the integrated Lead Gen Forms product. Additionally, LinkedIn’s Matched Audiences solution also allows marketers to target their sales team’s highest-priority accounts with account-based marketing (ABM) campaigns. For marketers, everything hinges on delivering greater ROI and through LinkedIn’s proprietary Conversion Tracking tool that is integrated within the video ads feature, they can measure the success of video ads, enabling marketers to measure the number of leads, sign-ups, website visits, and other valuable actions that video content generates.

In addition to native video ads, LinkedIn has also introduced the ability for business and publishers to upload video on their Company Pages. The new video feature for Company Pages helps organizations share first-hand looks into their culture, news and events, and effectively attract high-potential talent and build a stronger employer brand.

“By 2023, 75% of all mobile traffic is expected to be video and our internal survey shows that Indian marketers are planning to spend an average of INR 15 million on video marketing this year. But for too long, video has belonged to the realm of B2C marketers. The year 2018 will see the rise of the B2B video, where brands and businesses will tell a creatively rich story using sound and motion to connect to decision-makers, earn trust and become thought leaders in a professional environment. New formats of video such as explainer videos, employee advocacy videos, TVCs and testimonials will take the B2B video beyond the talking head this year,” said Virginia Sharma, Director Marketing Solutions, LinkedIn India.

The state of video marketing in India

‘The B2B Video Report’ by LinkedIn found that video marketing was a critical area of investment for B2B marketers in India this year. The survey found that INR 1.5 crore (approx 15 million) is the average budget that Indian marketers have allocated to B2B video advertising in 2018, which is 21% higher than the average budget spent on video in 2017. For Indian B2B marketers, Product Videos (64%), TV Commercials (55%), Live Stream and Explainer Videos (46%) came out as the most popular types of B2B video formats they plan to use this year. About 56% of digital marketers in India strongly feel that using video gives B2B brands more room for creative storytelling. Close to 79% of Indian B2B marketers currently use video advertising for raising brand awareness; 56% of them use video for product/service promotion; and 48% use it for lead generation. Moreover, 54% strongly believe that video helps in identifying higher quality leads.

To bring premier music content to audiences

A Platform for Indie Musicians, Songdew takes a leap as 24 hours music channel that runs the largest music network in India and used by more than 25K artists and bands to promote their music both in audio and video format, has taken a new journey as a 24 hrs music channel, Songdew TV. Songdew TV is a first-of-its-kind platform for artists to collaborate, create, publish, promote and distribute their music. The channel is for the young and young at heart music lovers who can enjoy numerous private albums that are not available in the mainstream media. Songdew is India's largest and the fastest growing network of artists and listeners.

Videocon d2h, India’s fastest growing DTH player has partnered exclusively with Songdew for a 24 hour active service providing the biggest TV platform to Indie music to over 19 million households across India. The channel will show the best of independent music, live acts from across the country.

The programming line-up of Songdew includes not only music videos created by indie artists but also very interesting programming formats including; Meet The Music, Track Tales, Songdew Unplugged, World Street Music etc. These programmes feature some of the very talented musicians and bands including Indian Ocean, Astitva, The Yellow Bucked, Sifar, Sparsh, Daira, Shadow and Light, Harpreet Singh and Shubhangi Joshi.

Commenting on the partnership, Sunil Khanna, Founder - Songdew mentioned that “More than 28000+ talented musicians and bands creating some outstanding music, lack a platform to present their creation to music lovers in India. Songdew TV is a giant step in that direction and we are delighted to partner with Videocon d2h as our first DTH platform”

Saurabh Dhoot, Executive Chairman - Videocon d2h said, “Music connects people. With this insight, we launched Songdew TV on Videocon d2h. Besides offering fresh music to the young viewers it is also our way of promoting new musical talent across the country.”

“The trend among youth these days is to explore long tail music beyond film songs. Emergence of music festivals, Live Events and success of online music platform are testimonial to this. Hand picked music content on Song dew TV will provide an incredible experience to subscribers of Videocon d2h” said Sandip Tarkas, Director - Songdew.

One of the most coveted leadership honours in the country, AIMA Managing India Awards, awarded Mr. Punit Goenka, MD & CEO, Zee Entertainment Enterprises Ltd. (ZEEL) with the ‘Outstanding Contribution to Media’ Award.

The 8th edition of the Award ceremony was held today in New Delhi in the presence of Rajyavardhan Singh Rathore, Minister of State (Independent Charge) for Sports and Youth Affairs. Chaired by Mr. Sanjiv Goenka, Chairman, RP-Sanjiv Goenka Group, the jury nominated eminent personalities who are awarded under various categories The AIMA Awards facilitates outstanding achievers who have made a fundamental difference in the industry setting new benchmarks and created an edge above peers for others to emulate.

On being recognised for his contribution, Mr. Punit Goenka said, “I dedicate this award to our Chairman, Shri. Subhash Chandra. It was his pioneering vision, which has sparked up an entire industry in itself, creating millions of jobs across the nation. With the advent of enhanced bandwidth and connectivity, the screens might multiply, their dimensions might change, the prime time might change, but ZEE’s focus on creating extraordinary content, will never change. As pioneers in many aspects than one, ZEE’s entrepreneurial spirit will never let us pause, in taking innovative steps in the realm of media & entertainment.”

Since its inception in 2010, the AIMA Awards have been conferred on leading icons from the Indian industry, media, sport and entertainment. Over the years, AIMA Managing India Awards have become one of the most coveted leadership honours in the country and are greatly value.

The Kolkata Knight Riders (KKR) are a franchise cricket team representing the city of Kolkata (West Bengal) in the Indian Premier League. The team, defined by its ‘Karbo, lorbo, jeetbo’ (Play, Fight, Win) spirit has won the championship trophy twice. At the IPL 2018, the team has already drawn first blood in their match against RCB (Royal Challenger Bangalore) and then against Delhi Daredevils (DD).

Created by the DDB Mudra Group, KKR’s latest anthem #KKRHaiTaiyaar (KKR is ready) shows the city and its die-hard fans gearing up for the 2018 IPL season. Featuring Bollywood celebrity and team owner- Shahrukh Khan, the anthem has been crafted to give KKR and its fan-base a distinct, symbolic action in the form of a “fist pump”, which has the potential to become a ritual during every KKR match. The lyrics give the team’s decade-long war cry - ‘Karbo, lorbo, jeet bo’ a new spin, resulting in an anthem that fans - both old and new, can connect with.

The anthem boldly challenges KKR’s opponents to watch out as the team sets out to destroy every challenge in its path to becoming champions again. The visual representation and the music composition of the anthem captures the pride and passion that drives everyone associated with KKR - right from the players, to the coaching staff, the groundskeeper, the bat- maker etc. along with the millions of supporters that live and breathe for the team.

Backed by a strong media strategy, the campaign is being showcased across television channels, radio, digital and print. In the print campaign, the players are shown coming out of molds, to emphasize their readiness. On digital medium, the anthem has more than 1.9 million views and 21K shares on the brand’s Facebook page alone, since its launch on April 06, 2018.

Quoting on the campaign, Venky Mysore, MD & CEO- Kolkata Knight Riders said, “Every year our marketing embarks on a research and insight backed exercise that aims to find the pulse of our fans to arrive at a tagline that rings most true to KKR. This year, along with the creative team at the DDB Mudra Group, the team has come up with #KKRHaiTaiyaar; which truly signifies the mood at our camp. The knights are ready for every challenge and a promise to give their best to the sport!

Quoting on the campaign, Rahul Mathew, National Creative Director, DDB Mudra Group said, “KKR has always prided itself on being more than just a team. KKR is an attitude. And you see this attitude in every aspect of their game; be it the auction, the training, the selection, the strategy, the execution of it, their victories and even their losses. Which is why, the KKR fan base spills far and wide outside of Kolkata. Because while Kolkata maybe in the name, the spirit of the Knight Riders is something everyone relates to. It’s this very spirit and attitude that we’ve captured in the work and in our call to arms #KKRHaiTaiyaar.”

Agency credits

Agency: DDB Mudra Group
Creative team: Rahul Mathew, Ashish Phatak, Siddhesh Khatavkar, Vilsen Gonsalves, Gunjan Gaba, Akshay Shinde, Vikas Gaur, Savya Narang, Prasad Gudhate, Gaurav Kumar, Aishwarya Likhite, Bhumika Singh
Account Management team: Rajiv Sabnis, Sanjay Panday, Mousumi Haldar, Srikusum Rai, Nesline Pinto
Account Planning team: Amit Kekre, Toru Jhaveri, Natasha Bohra, Nandan Majumdar
Films team: Vishal Sane, Siddhi Bhopale

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