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Showing posts from May, 2012

Get Real, Get Human - Brands as Humans!

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When I was in B- school I was taught about brand personality and to the people who are still confused about it (and believe me many still are!)- 'Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality" ( I do agree that there is a difference between brand image and personality but for convenience we will stick to personality)

Ages ago when I was a part of the advertising business, I remember being asked to describe the target audience vividly. Give a face to the target audience! Make them real.

Given the fact that we want to make the brand as human as possible, it is only natural the people also treat those …

Flying Just Above the Ground - Thoughts on the Airline Industry Ecosystem

The airline industry in India has been going through an enormous amount of pain. It has seen more downs than ups. At a time when the economic outlook is far better than the US or European geographies, the whole business is going through a crisis of sorts; some due to its own doing and some due to extraneous factors.

Market In recently announced statistics, the domestic market has increased 1.1% year-on-year in Mar-2012 to 4.87 million passengers. This is the slowest month of domestic passenger growth since May-2009 when passenger levels declined 4.4%. Passenger traffic increased 6.55% in 1Q2012 to 15.3 million. For 34 consecutive months the market has seen growth however it is the third month in the same period which has seen a single digit growth. There has been 16 months of double digit growth prior to that.
The drop in traffic can be directly attributed to the reduction in coverage by Kingfisher Airlines. Till such time, India's growth rate was among the highest in the world. I…