Advertising is not enough!
Since the creation of modern Branding Art advertising is being considered as a magical tonic to unleash the brand power, but time has come for companies to realise that advertising may be the most visible tool of the marketing but building strong brands are no sheerer job of advertising.
The connection between the brand and advertising is no more just a creative message to inform, to pursue and to entertain. Catchy creative messages through ATL and BTL activities to a mass audience is not utterly effective in isolation in today’s brand building, but they can be more advantageous if utilise with new and practised brand building paradigms.
The new technologies are continuously introducing speed, accuracy and economical approaches in all aspects of our lives by penetratingly shrinking the world around us. A single definition of any success seems far dissociated. Creative approach to join this to that is the new spelling of the success. This new definition has also infatuated the art of brand building to a new level that how to precisely define the bold target in a complex mass-market of the world.
The new paradigm of brand building is now required constant creative changes in their messages relay to their micro-target. In this very fast world, monotonous is a killer and constant one message, visuals or activities are not acceptable neuro-norms.
Consumers don’t buy products or services they buy benefits to overcome their weaknesses. In their purchasing behaviour, it is now one big requirement that product seller must treat them like kings and queens no matter they are retailers or companies. Consumers are now looking for emotion-extra treatment. Stone-faced sellers’ era has long gone. Consumers want a guarantee, warranty, friendly gestures and their complaints’’ immediate feedback. Brands cannot afford mistreatment of their consumers. Consumer Relationships is one of the most crucial architype that every brand must improve to stay in the competition.
Buying behaviour is very practical nowadays as random purchasing is the thing of the past. Buyers like to fit in in their purchasing decision. They like to experiences the brands before their final purchasing decisions. They like to try first and buy second. Virtual augment reality is a gripping idea to push and hugger-mugger buyers’ purchasing intentions. Brands are spending big to create better associations with their buyers.
Gamification is the latest trend among the companies to enhance consumers’ engagement through gaming. It is data enhancement motivation to act and play for certain rewards. Gamification is the mix of psychology, behaviour economics and design fundamentals to fascinate and to addict buyers of the brands.