Adosphere

2011-03-02T02:03:00.001-08:00

Spirituality & Branding

2010-05-20T11:46:00.000-07:00

Spiritual Branding

We have understood the importance of Branding.

We have understood the importance of Spirituality.

And we have found a typical comparison between the two

Product works in a company as a soul in the body.

The process of getting our SOUL to Supreme Soul or to GOD is called Spirituality.

The process of getting our Product to Supreme Product/Brand Equity is called Branding.

The strongest element in spirituality is “SHRADHHA”(blind trust), defined as a Brand Loyalty in the language of business.

So, what makes this possible?

Contact us , if you have the answer of this question. If you do than you hold a door to the new world.

In the most part this element is lacking in business. YES it is strange but it is positive. There are several brands that have proved it in a BIG PICTURE.

WE WERE ON LEARNING VACATION

2010-05-07T23:20:00.000-07:00

It’s been a month that Blog Adosphere has not been updated. As a new company and as an entrepreneur it has been difficult task to keep up with it. The reason behind it: Adosphere was busy in creating some miracles and some new ideas. The most interesting things have been happening in the company.

WE WERE ON LEARNING VACATION.

Put your hands up:

Adosphere started its first project with Vyapti Infrabuild. It is one of the biggest Infra Company in Western India. We worked on their Media planning and launching of one of their Apartments scheme “Vandematram Empire”. The project was very successful and we were able to achieve our targets. The project was little out of the track with the core-competence of the company but “WE WERE ON LEARNING VACATION” and the ultimate aim of everyone was to learn something new every day. Our hands were up for the whole time as we set up 16 hoardings/bill boards in East Ahmedabad and almost 500 signs on the street lights. All in a week.

Another project, that we are managing right now, is in Store Branding of Blue Buddha Retail. Blue Buddha is one of the fastest growing clothing retail chains.

They have progressed from one manufacturing unit to 8-10 of them and within 1 year they have gone from 3 stores to almost 60 stores in the region. This growth reminds me of “Starbucks” story. Right now we have one store under our project.

So, all we have done is learning more and more. Now, we understand our market in a better way. We understand our client in a better way and we have developed the best way to provide great services required.

TAKE CHARGE:

Adoz has now started working with one of the Best International School in the world. It is Swaminarayan Gurukul Vidyapith. I would strongly recommend everyone to take a look at their campus. (www.sgvp.org)They have been very supportive to us and they have given us a task to “Make a difference in Education through our ideas”. We are allowed to do any kind of events, innovations and can take steps forward to change the face of Education.

ENDOW THE ENDURANCE:

We were planning two great initiatives. One of them has been launched on May 1^st 2010. From the very first day we were thinking on initiating some movements to target the most common but unseen problems of society. We came up with two ideas that we are going to start with two different schools.

The first idea was to promote the activities done to Protect Asiatic Lions in our region. We have started a movement to protect the lions which will be lead by SGVP International School. When whole Gujarat State, India is celebrating a Golden Jubilee, we could not sit quit. So, we have started this movement under it. SGVP will be the main organizer for any events and activities. Adosphere will generate the ideas for such events and plans to make this movement successful.

The second idea was to empowering the poor child with education. Divyapath Campus (www.divyapathcampus.com) are the main organizer and sponsors for the program where Adosphere will be engaged in generating new different ideas, events and activities related to the program. The name of the Program is EDOSPHERE (EDOZ), which means CREATING ATMOSPHERE FOR EDUCATION. In this movement the school children of Divyapath Campus will hold such activities where students will realize the importance of education in one’s life and what are the feelings of students who cannot get good education. In the second phase they will go and talk with poor and needy students from the around area and aware them about education and its importance. Students of Divyapath Campus will invite those students for Evening Classes. In the next phase the students of Divyapath Campus will teach, play and learn with the other poor and needy students invited by them only. The idea of the program was given by Mr. Jaydev Sonagara, my father and director of Divyapath School. The whole program will be managed by him. The program is still at the planning level but we are hoping to execute it from coming months.

SEARCH THE RESEARCH:

We have been also working on proving some theory. As my very last article was on based on LOVEMARKS theory, we started working on the opposite side of the coin. A theory of Anti-Lovemarks. Theoretically it is proved that there are Brands who uses the concept of Anti-Lovemark but we are looking for a practical opportunity.

One day I was asked about the Caste System of India by one of my Non-Indian friend. It was tough for me to make my friend understand about the caste system. The discussion led me to an idea of Caste Marketing in India. Our concept is similar to Geographical marketing. People from different geography have different tastes, different likings and different habits. Marketers follow these things and create the best way to market their product in particular geography. In India, especially in rural part of India, caste system still exists. Just like different geographies, people from different caste have different likings, different habits and different approach towards the things. Our theory is based on targeting different castes the way they like it.

SIGHT THE WEBSITE

Don’t forget to visit our newly launched website.

www.adozbranding.com

My Name is "GANDHI"...

2010-03-16T06:05:00.000-07:00

This one is for you Mr. Kevin Roberts….

Hi Kevin and hi all…..

I have mentioned in the earlier blogs that I am from Ahmedabad, Gujarat, India. It might be difficult for a non Indian to find the city on the world map but this city gave a man who changed the map of the world. His values are role model for any leader in the world. He did not get Nobel Prize, because Nobel Prize did not deserve him. Our prize was too small in-front of what he has given us. From Einstein, Charles Chaplin to Obama is his fan and He is still alive on the Indian Currency, even more in Indian Hearts. His name is Mohandas Karamchand Gandhi.

Kevin Roberts (CEO, Saatchi & Saatchi) has given a spectacular idea, where he takes future beyond brands and loyalty beyond reasons. He calls it “Lovemarks” http://www.lovemarks.com/

This article will provide you two things.

1. Milestones of Gandhi’s life

2. Mohandas Karamchand Gandhi knew about “Lovemarks” and he created one,

lovemark -“GANDHI”

Both, Gandhi and Lovemarks, are great ideas and I will try to justify their greatness. This is something what I think. You can surely comment and post your thoughts about it.

What made him so great man and what created BRAND out of that man.

Here goz Adoz…..
1869 Born October 2nd in Porbandar, Gujarat, India. The youngest of three sons.
Father: Karamchand. Mother: Putlibai.
1883 Married as a child to Kasturbai (both 13 years old).
1888 Sailed for England to study law in London.
1891 Returned to India as lawyer. Began practice in Bombay and Rajkot.

The Lovemarks effect has seven steps as mentioned in the book... “The Lovemarks effect- winning in the consumer revolution”. To be very accurate about Lovemarks theory, I have directly taken the information about the Lovemarks from the book itself.

1. START WITH RESPECT

Businesses have analyzed and measured Respect for decades. But it keeps slipping through their fingers. The trouble is that consumers keep changing and the stakes keep going up. Respect has to be earned again and again, just as Love can only be given. Before you start out on the road to Lovemarks, you must have Respect.

1893 Sailed for South Africa to settle a case for an Indian firm. At arrival found him-self subjected to color discrimination. Therefore, battled for the rights of Indians

He surely wanted to create respect in the eyes of all victims of color discrimination. He could only get it by putting their problems in-front of authority and fighting for their rights.

PERFORMANCE TRUST REPUTATION

All the three words feel like routine business expectations, until you wrap some personal emotion around

it, and focus on your brand.

SO, in 1899 he organized an Indian ambulance corps for the British in the Boer War. This shows his responsibility towards his fellow people. This created trust for him in their heart and reputation amongst the society.

1901 Sailed for India to bring over his family.
1902 Returned to South Africa at the request of the Indian community.

YES, HE COMPLETED STEP ONE. WHEN PEOPLE WANT YOU TO BE WITH THEM THAT SURELY MEANS THEY RESPECT YOU AND THEY DO IT FROM THEIR HEART.

2. GET CLOSE TO CONSUMERS

A fundamental of Lovemarks from the beginning was that consumers own the brand. What does this mean? For a start, it requires every Lovemark business to be more interested in what consumers have to say to them, than what they want to say to their consumers. Sounds easy, but plays hard.

Forget what you think you know:
1904 Established the weekly journal Indian Opinion. Organized the community, Phoenix Farm, near Durban.
When you are out there in market, you can’t forget to use most affective media to get close.
1906 Organized the first small campaign for the Indian immigrants in Transvaal.

Create a consumer crusader:
1907 Campaigned against The Black Act.
1908 January: Sentenced to two months imprisonment in Johannesburg. (Gandhi’s first time in jail). Summoned to consult with General Smuts in Pretoria.

Get out of the office:
1909 July: Sailed for England to present Indians’ case in the Parliament.
The above incidents show that how he himself became crusader for his people. He wanted to take their voice out. He went out and connected strongly with people.

Share the pleasure and suck up the pain:
In 1913 he campaigned for the rights of mineworkers in Transvaal. (Share the pleasure)
November: Arrested, but released in December with expectations of a compromise. (suck up the pain)

FIND OUT WHERE YOU STAND

1914 Returned to India.
1915 Began his struggle for Indian independence. Established Satyagraha Ashram, near Ahmedabad

The video link in given above in this post starts with the scene when he came to India for the first time. Check that out and you will know that how much people respected him and his ideas. He was totally high on Respect axes and moving strongly up in the love axis.

The last thing I found about “FIND WHERE YOU STAND” was: Go to lovemarks.com and put your brand through| The Lovemark Profiler. GO here and vote for lovemark “GANDHI”:

http://www.lovemarks.com/nomination/578

TRANSFORM WITH MYSTERY

.1917 Moved the Ashram to new site on Sabarmati River (This ASHRAM is 5 mints away from my place). Launched the first Satyagraha campaign in British India for the rights of peasants on indigo plantations in Champaran. Refused to leave the area, arrested in Motihari, but the case is withdrawn.

UNDERSTAND THE POWER OF STORIES

Every brand has a story, and the best ones often come from consumers. Identify the key elements of a great story— character, setting, conflict, plot, style, and so on. This is an important way to begin to understand why some stories are more powerful than others

1918 February: Led the strike of mill workers in Ahmedabad. Agreement with the mill owners after Gandhi’s three-day fast. (Gandhi’s first Satyagraha- movement for truth in India)
March: Satyagraha for the peasants in Kheda.

April: Organized nationwide hartal mourning celebration with fasting and prayer, suspension of all working activity for one day against the Rowlett Act. He fasted for three days in penitence for violent riots by Indian activists.

He was on the path to create the most amazing story. People were not just watching or listening the stories about him but they were involved in his story. Every Indian had a role to play and responsibility to fulfill in the story

START TELLING STORIES
1919 : He also became editor of two Indian weekly journals: the English edition of Young India and Navajivan in Gujarati.
He was trying to reach to people by telling stories of what he and his fellow members are doing through those weekly journals.
1920: Elected president of All India Home Rule League. A resolution for nationwide SATYAGRAH campaign was launched.

GET ICON
By this time his dressing, glasses and a support sticks were his visual icon. His weaving machine was another icon for his approach towards life. Anything and everything he did was unique and iconic in itself. GANDHI name itself was icon for leadership in India and it still is.

BECOME A DREAM MERCHANT
For all Indians the only dream was to get freedom from British Empire. Gandhi was the man who was working to get freedom. There were many other people who wanted the same but they could not do like Gandhi did. The main reason was the ideology. Gandhi wanted to prepare Indians to run a free nation and get freedom with peace not by violence where as other people fought with British and could not survive long.
Take a look at the video below and you will have more idea about it.

GANDHI on non violence at GENEVA, original video click here.
…….TO BE CONTINUED

“Adosphere”

2010-03-01T11:13:00.000-08:00

THE DAY I CAME UP WITH THE WORD - "ADOSPHERE": I was in an undergraduate and was very much in to the subject of advertising. I had an intention to start an Advertising agency, although I was not so aware about the industry. In summer of 2009 I came to India for vacation and joined Grey Ahmedabad (Trikaya Grey, Grey Worldwide Ahmedabad) under Mr. Pankaj Mudholkar. It was an ultimate power pack for me. A solid three months of experience under a very well known person in the industry. I made mistakes and I learnt from him. He provided me a great opportunity to explore the world of Advertising in Ahmedabad. I was lucky to be there during the launch of Adani IPO, one of the most successful IPO launch in the energy sector of India till now. Everyday activities of the launch were taking place in front of my eyes and I tried to be part of it where ever it was possible. Now, during my free time in the office I used to play with words, brand names and some exercises to develop a name for an Advertising or Branding agency.In the month of July I was working for the name of Internet PC of SOMA NETWORKS. I could not get what I wanted for SOMA so, I again started creating name for my own future advertising agency and I came up with the word “Adosphere”. Before starting the process, I worked for a week to get a good name but I would go back to the same name "ADOSPHERE" and I thought that's it.

"ADOSPHERE" THE WORD : Adosphere is derived from two words ADVERTISING and ATMOSPHERE. Although it’s a branding agency but traditionally Indian people have been associating word branding also for Advertising and PR and other aspects, which is not totally wrong (It’s something like Traditional Branding). So, the first word Ad is being taken for Advertising. The other word is Atmosphere. Now all the ads and sales pitches and promotions should reflect and reinforce a clear back up of strong Branding. So, we need to create an atmosphere for taking our ads on air and on the boards. So, Adosphere means “A perfect atmosphere for executing any communication/advertising plan” and that can only be possible with perfect BRANDING.

"ADOSPHERE" THE WORK: Adosphere will be involved in creating and executing highly innovative and creative ideas for Branding. The market of Ahmedabad is not yet ready for this so we are just struggling to make them understand the concept of Branding. For the businessmen of the city, Branding is about giving advertisement in top five news paper and placing their ads on at least ten hoardings. If you have done this than YES YOU ARE BRANDING YOUR PRODUCT. So, we have taken an initiative in informing, explaining and educating the next generation of businessmen about “BRANDING”.

Every company / product needs a BRAND STRATEGY. A strategy is the foundation. That's the blueprint. Advertising is great! But it has to help build a strong, clear brand. (by Claude Singer).We understand that everything -- colors, names, words, messages, and logos -- MUST work together -- efficiently -- and according to a brand strategy. We also arrange seminars and workshops to put this in to Amdavadi minds at different Business Schools of the city.

Our Philosophy is to create love and respect in the heart of your consumer for the products of our client.

Our Responsibility is to do it honestly with both, our clients and their customers.

OUR Motto is to make your mission, your identity, your logo, your message work in a synchronized way, just like a circumference of a SPHERE. That enables our client to be known for what client wants to be known for.

I am confident that Ahmedabad will be soon the city covered with the SPHERE OF ADOSPHERE.

Me, My Self and Branding

2010-02-22T08:56:00.000-08:00

Me: I am an MBA Marketing graduate. I have had a chance to visit bunch of countries to gain knowledge in the field of marketing. Once there was a time when I wanted to be a journalist but after having Advertising as my one of the subjects in undergraduate, I started feeling my inner passion for the subject. First I got Prof. Buch who inspired me a lot for the field and then I got Prof. Claude Singer, University of Hartford and Prof. Peter LaPlaca, University of Hartford, who opened all the doors for me in the world of marketing and especially in Branding. I ended up starting my own Branding Agency in Ahmedabad, India.

Myself and Branding: I have observed that the subject of Branding or the word “branding” means different to every individual.

Some thinks it is just a normal terminology used for a way of doing marketing.

Some says it is about building a logo or identity mark.

Some thinks it is an attitude that a product or company carries with itself.

There are people according to who branding does not exist and it is just an illusion created by some bad marketers.

I will give some personal life experience of my early days, which will give example of what exactly “BRANDING” can do. After that I will answer the questions raised by many people about Branding in my upcoming posts.

The Brand Story: The PEPE boy.

I was 16 when I joined the college. I was not aware about the word “BRAND”. In the senior college, people are judge by their outer look. I was well dressed always but not with the branded cloths. One day my brother bought me a shirt. He said it’s “PEPE”. I was looking at the shirt and asked him if it is the style of the shirt called “PEPE”! He replied “It’s a brand”. I wore the shirt next day in the college. I saw the difference in my confidence. The shirt did not do anything, neither had I done anything. It was the name PEPE written on the shirt that changed other’s attitude. On the last day of college my T-shirt, jeans, socks, shoes, watch and even my bag was from “PEPE “. I was obsessed with anything with “PEPE” symbol on it. PEPE was an experience for me. I was different from others. Not everyone could afford to wear it. I was having an affluent feeling. I was a PEPE boy. It was all about wearing the BRANDED APPERAL.

Branding is perceived very differently in India and especially in Ahmedabad, Gujarat. Ahmedabad is the city of entrepreneurs. It is situated on the west part of India and almost 600km (350miles) north of Mumbai, the financial capital of India. Ahmedabadi mentality is to put money in advertising today and get the result tomorrow. The old generations of business have been successfully doing this kind of marketing since last four decades. Now, the story is changing the page. Foreign companies, investors and even local big corporations are looking at Ahmedabad as one of their prime target market for most of the industry. The local players will have to compete with the organization 100 times larger or bigger than them. In this scenario they cannot market themselves the way they have been doing since last four decades. An outdoor advertisement or a heavy use of print media won’t help them more. It will work as a tool to hammer or recall the product. What will they do then? I think the answer lies in the process of creating a Brand Generation Z for their product (Read my next post to understand what Branding Generation Z is). Many scholars have used their own terminology to explain the same thing what I call Branding Generation Z.

My journey of learning and knowing about Branding started a long back and it has reached to the stage where I have got the responsibility to take these concepts to the people of Ahmedabad and Gujarat. Being Gujarati, I want all companies of Gujarat to create and follow their own Brand Models. Branding is for all kind of companies. The effectiveness surely depends on your financial terms and conditions. For me, Branding is all about creating trust for your company, product and your identity in the heart of your consumer or a larger part of society.