MediAvataar's News Desk
A while back I came across a presentation given by Douglas Holt, the man who wrote the book on iconic brands. In the presentation Holt makes a distinction between “better mousetraps” and “cultural innovators” and seems to imply the latter are somehow better. However, a quick look at BrandZ finds better mousetraps are far more valuable.
Researching my own presentation on iconic brands I found Holt’s presentation titled “How to Build an Iconic Brand” on Slideshare. After defining an iconic brand as a powerful cultural symbol he lists Google, Facebook and Apple as iconic simply because they provide much “Better Mousetraps.” He then lists Nike, Starbucks, Coca-Cola, Dove, Jack Daniel’s, Ben & Jerry’s, Levis and, of course, Marlboro as cultural innovators. Holt then concentrates his attention on the cultural innovators demonstrating how they champion an ideology to become part of the cultural landscape.
I find the distinction between cultural innovators and technological innovators to be a bit misleading. After all, I think most of us would agree that Google, Facebook and Apple are iconic brands. And they are successful because they address a very real societal tension. Google addresses the need to sift through vast quantities of content to find something relevant. Facebook addresses the need to connect with friends and family separated by geography. Apple addresses the need for technology to be simple and intuitive to use.
I would argue that the “Better Moustraps” are probably more powerful cultural symbols than most of the other brands Holt defines as cultural innovators. Furthermore, if we look at the BrandZ Top 100 Most Valuable Brands data the better mousetraps are worth more than all Holt’s cultural innovators combined. Instead of championing an ideology the better mousetraps have change the world and created new ways to meet people’s modern day needs. For other iconic brands that have succeeded in a similar fashion look no further than Amazon, WeChat or Tencent.
In his presentation Holt states,
“Iconic brands don’t tell people what they stand for. Rather, they create myths—they act in compelling ways to dramatize their ideology. They tell stories with implicit ideological meaning (myths) that make an emotional connection with the audience.”
Creating stories is a powerful way for many established brands to make a difference in a well-established category but if actions speak louder than words meaningful innovation which addresses unrecognized or unmet needs will always be more powerful. Maybe Holt should simply have said act in compelling ways? And as to myths, look no further than the belief that Apple is simple and easy to use. I wonder how long that myth will last?
Written by Nigel Hollis,Executive Vice President and Chief Global Analyst at Kantar Millward Brown.
At DDB Mudra, Paras will be managed by DDB Mudra North and will be led by its President & Managing Partner- Vandana Das.
Paras Dairy comes from the prestigious house of VRS Foods Limited and is a pioneer of branded, high quality milk and dairy products. The brand takes pride in its quality; which is considered an integral aspect of its entire value chain and not just the endpoint. With a strong network of hundreds of village-level collection centers covering over 5400 villages across states including Uttar Pradesh, Haryana, and Maharashtra, Paras utilizes state-of-the-art equipment for field testing, efficient chilling and speedy cold chain transportation to its processing and manufacturing facilities in 6 different locations at Uttar Pradesh, Madhya Pradesh and Maharashtra. This ensures that the quality and taste of milk remain unique and consistent. The brand’s expansive product portfolio comprises of flavoured milk, skimmed milk, ghee, butter milk, cottage cheese, dairy whitener and milk-shakes amongst others. Their product Paras Milkshake is a consumer favorite in the category.
Commenting on the partnership, Aldrin Joseph, General Manager, Marketing, Paras said, “We are delighted to have DDB Mudra as our new creative partners. They are rated amongst the best and we believe they can produce some outstanding work, while building our brand. At Paras, we are constantly working towards creating greater value for our consumers with our unique and meaningful product offerings and are looking towards an exponential growth of our business over the coming years. We are sure that we will be ably supported in this endeavor by DDB Mudra.”
Vandana Das, President & Managing Partner, DDB Mudra North said, “We are excited to add Paras Dairy to our growing brand roster. Paras is a legacy brand in its own right and we are confident that our partnership will lead to not just some great, defining work but will also contribute towards Paras’s growth in this highly challenging market.”
93.5 Red FM, India’s most awarded and largest private radio network continues to bank on and partner with big ticket events across India. RED FM worked closely with artists, brands and agencies by investing in some of the innovative properties across different domains of creative arts. The partnerships go hand in hand with Red FM’s brand personality of being irreverent, young, cool and trendy.
From March 2017 – February 2018, the list of concerts is massive. Red FM has partnered with Holi Reloaded featuring none other than Above and Beyond, Starlite Affair with DJ Suketu, Justin Beiber Purpose Tour, Bollyboom with DJ Aman Nagpal, Bollyboom with Raftaar and DJ Aqeel, Sunburn with Nucleya, Brahmotsav 2017 with Shirley Setia, Bollyboom with the very famous DJ Chetas, Sunburn with Kshmr, Arijit Singh Concert, Sunburn with Kygo, A.R Rehman Encore tour, World’s Biggest Guestlist featuring Hardwell, Kshitij with Nucleya, Sunburn and finally concluding with Sula Fest in February 2018.
Speaking about the successful partnerships, Nisha Narayanan, COO, 93.5 Red FM said, “The live entertainment space in India is booming. Besides our own curated events, at RED FM our constant effort to partner with the biggest events in India, giving our listeners a chance to attend the same courtesy RED FM. These event partnerships also facilitate some exciting and innovative content to RED FM listeners. Partnering with such properties enables us to provide our audience especially the youth with a 360-degree experience that makes Red FM a true GenZ brand. It is our strategy and constant endeavour to drive our energy and resources towards ensuring radio provides entertainment. These events help build and create perceptions for the brand. They are more pertinent to the young crowd and the partnerships thereby help us increase brand saliency amongst the relevant audience.”
DSPORT, a premium sports TV channel by Discovery Communications India, has emerged as the new home of wrestling in India by acquiring the exclusive broadcast rights of Japan’s largest professional wrestling promotion and the second largest promotion in the world – the NEW JAPAN PRO-WRESTLING (NJPW) – to its already strong portfolio of Wrestling properties including American Ring of Honor and Lucha Underground.
The rights has been acquired from Japanese producer and broadcaster TV Asahi Corporation. ‘NEW JAPAN PRO-WRESTLING: KING OF SPORTS’ will be telecast on DSPORT at 9:00 PM every Monday starting November 20, 2017. With the latest acquisition, DSPORT has broadcast rights for more 150 hours of fresh Wrestling content
NJPW, over the last few years, has seen unprecedented growth in its fan following across the globe. NJPW, which has been existent for over four decades now, has also seen participation from some WWE legends like The Undertaker, Sting & Hulk Hogan in the past. Some of the current superstars of the promotion are – Kazuchika Okada – IWGP Heavyweight Champion; Kenny Omega – IWGP US Heavyweight Champion; Hiroshi Tanahashi – IWGP Intercontinental Champion; and Tetsuya Naito, the Leader of Los Ingobernables de Japón.
NJPW currently has eight titles for which the wrestlers compete - IWGP Heavyweight; IWGP Intercontinental; IWGP United States Heavyweight; IWGP Junior Heavyweight; IWGP Tag Team; IWGP Junior Heavyweight Tag Team; NEVER Openweight and NEVER Openweight 6-man Tag Team Championships. The NJPW also hosts several tournaments round the year, some of the most renowned amongst them are – Wrestle Kingdom, G1 Climax; World Tag League, New Japan Cup and Best of the Super Juniors.
21 News channels, multiple digital properties and social media to raise voice against the issue
Network18, India’s most diversified media conglomerate today announced the launch of a noteworthy campaign called ‘#IWantToBreathe’. The campaign aims to highlight the problem of air pollution in the national capital, New Delhi by bringing together relevant stakeholders on one platform.
Commenting on the campaign, Shereen Bhan, Managing Editor, CNBC-TV18 said, “We are facing a public health emergency not just in Delhi but in large parts of North India. There is a need for urgent, coordinated action. Our effort is to draw up an action agenda for immediate intervention and long term change. We are engaging with key stakeholders from the Government, bureaucracy, domain experts and citizens to make this a matter of national priority.
The campaign that begins today will see two-weeks of programming across 21 channels of the network in 18 languages, which will focus on the national issue of air quality, not just in New Delhi but in different parts of the country adversely affected by the basic right to breathe.
Avinash Kaul, Managing Director, A+E Networks | TV18 and President - Strategy, Product & Alliances - Network18 said, “The group has been at the forefront of catalyzing change and its strength lies in impactful journalism. If you look at some of our shows, we question the concerned authorities on issues that matter to the general public. So be it ‘Where is my home’ on CNN-News18 which highlighted how project delays affected lakhs of home buyers, or ‘Going Green’ focusing on environmental issues, or shows like ‘Jal hai to kal hai’ and ‘Sadak bani narak’ on News18 India, we have continuously questioned the status quo. ‘I want to breathe’ is another step in that direction.”