There was a time when people had to visit libraries or rely on experts for information. Even when they had the information, they would still need to think of the right words, assemble them in the best possible manner and create copy that would pull in the target audience. Or get a professional to do it. However, the Internet has changed all that. Not only is a variety of information available at the tip of one’s fingers, but the entire process of copywriting has become commoditized.

Suddenly, it seems as if anybody can write copy. Apparently, copywriting now means visiting a few different sites to collect information and then juggling the words to change the flavor, if at all. An entire army of ‘copywriters’ has sprung up based on this phenomenon where secondary research seems to be leading the way. However, while facts are important, they need to be presented in a way which enthralls the readers, not simply cut and pasted for them to struggle through.

The importance of copywriting cannot be overemphasized. While the Internet does offer quick access to information, a cut and paste job will only lead to a bland result. It will rob you of the opportunity to truly talk about your company, to write about what your brand stands for, and, to ultimately connect with your audience. While the Internet is a great resource for spreading awareness and learning, copywriting needs a distinctive voice which strikes an emotional chord with the audience.

There is no doubt that the trend to source information via the Internet is irreversible. However, it is this very dynamic which makes it even more important to keep the art of copywriting alive.

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And yes, the pendulum swings both ways. There have also been times when things haven’t worked, and we have had to go back to the drawing board. But the important thing is that we have never stopped. A lot of companies haven’t truly grasped the idea of what a website does. They simply hire a web developer or outfit and maintain a presence online. But a website is not meant to be static. It is a living organism. It is the face of the company in the virtual world, and it needs to breathe. It represents the brand, and a brand is always changing. So how can a website remain the same?

The process of growing a website is a very exciting one. And it should be. After all, it reflects your company, your brand, and it should capture everything that you want these to say. A website is something that should not be allowed to stagnate. Think of it this way. If you were the same person you were ten years ago, it would be colossally boring, not only for the people around you, but also for yourself. Then why should your website suffer a similar fate? And with the way the online world is growing, I can assure you that you will never run short of ideas.

So log in and have fun! Your website deserves more.

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The biggest problem with such promotions today is that marketers operate in a reactionary mode. They also undermine the intelligence of customers, often coming up with ridiculous ideas. For instance, how many television ads do we see where they present three choices and ask viewers to sms the correct answer? But what’s the point? The answer is obvious almost all the time (if not, there’s always Wikipedia) and chances of winning are practically nil. And how many times have you seen a company actually declaring a winner? The result is that customers have become indifferent at best to these kinds of promotions which not only lack imagination but also fall short in the credibility department. And since there are so many contests and lucky draws happening all the time, they don’t stand a chance anyway.

There is no doubt that contests and lucky draws have their place in marketing. However, it is important that marketers approach these activities with a responsive mindset, not a reactive one. They must be well planned and executed, with a fair degree of innovation and excitement built into them to pique the curiosity of the customers. Secondly, marketers also need to incorporate credibility into the campaigns. Instead of allowing the campaign to fizzle out after the initial burst of activity, marketers should follow through by publicizing the names of the winners. This not only adds to the publicity but also creates an atmosphere of trust and sets the stage for participation in future such promotional activities. It is very easy to create a contest or a lucky draw, but engineering its success is a whole different ball game.

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The sense of hearing is a powerful one as well. Once a tune or a jingle gets locked inside your head, it stays there for a long time to come. And that’s exactly what businesses want to do today. To capture a place in the hearts and heads of their customers. The larger the chunk, the less space there is for other brands to creep in. For instance, when I first heard Intel’s sound logo, I just couldn’t get it out of my head. It just got stuck there. So what Intel managed to do is to add a sensory element to its already brilliant branding strategy. Its sound logo is unique, serves as a very strong differentiator and provides a memorable experience to anyone who hears it.

Closer home, I still remember so many jingles from the eighties and nineties. Nirma, Jhandu, Vicco and Bajaj are just a few examples. I still remember these vividly. In recent times, companies such as Airtel, Nescafe and Hero have come up with some great jingles as well. The creation of a catchy and memorable jingle can be a powerful way to form an emotional bond with customers. But it requires understanding the target audience well and catering to their profile. Also, simply creating a sound logo or a jingle will not serve the purpose. The idea is to reinforce the core brand values through engaging as many senses as possible in a consistent way.

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The big brands spend big bucks to influence perceptions. They want to occupy a place in the minds and hearts of the public. And they keep on peppering the media landscape with advertisements to ensure that they enjoy top recall. Unfortunately, the marketplace doesn’t segregate businesses in any way. Hence, the small minnows have to find ways to compete with the big sharks to survive. The first step to doing this is to understand that it isn’t usually possible to compete with the big brands directly. The one exception I can think of is when you own a patented disruptive technology that can change the game. Google, now a giant itself, was a great example of this.

In general though, when there isn’t money available to drastically shape perceptions, it is better to focus on the delivery aspects. This can happen through paying attention to detail and improving continuously. Most brands fail to do this in their quest for growth. In other words, they compromise on the brand promise for quick short term returns. Unless a brand adds layers and layers to strengthen its core, it will start feeling the pressure from the competition. It is only when a brand truly engages in improving itself through small, steady steps can it hope to compete with the brand biggies.

A brand built on money has popularity but not necessarily character. Smaller brands need to demonstrate character through understanding their customers better and providing a highly level of customized service. This goes a long way in building strong brand associations that generate customer loyalty. While bigger brands may profess to do the same, the reality is far from different in many cases. As mentioned earlier, brand character can also be built through the small details. It can be as small as providing an extra feature on your website or something more elaborate like creating an app for your customers.

In summary, small brands can compete on a bigger stage through really listening to customers, delivering on their promises and continuously working on enhancing the brand experience through working on the smaller details.

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Branding is also about storytelling. But brands are very real. However, it is through their stories that people can really connect with them. A plain product remains functional. It performs its duties and is relegated back to anonymity. A brand on the other hand performs the function of the product. It also provides an escape of sorts to the consumer, creating an emotional connect to form a long-lasting relationship. And if its story is a truly gripping one, it also allows the consumer to express themselves through its use. That is the hallmark of a story truly well told. For instance, Apple’s story provides all three benefits.

When telling a story, it is important to keep in mind the audience. The story is not about the storyteller, it is about what pulls the audience in. A great brand does exactly that. It intrigues the mind, it appeals to the heart, and it engages the senses until the experience is a truly unique and memorable one, one that the consumer can keep going back to again and again. A stellar example is the Harley Davidson story. The consumer becomes willing to suspend any doubt, to step into the fantasy, to truly enjoy the experience, to be inspired and ultimately, to become one with the brand.

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Let’s look at the advantages of introducing your new product or service under your existing brand. The biggest advantage is that all the hard work has been done. All you need to do is to have your product or service ride on it. Also, managing just one brand is so much easier than two. There are some other possible benefits – rationalization of your marketing dollars, greater operational efficiencies as well as utilization of the same distribution channels. However, there are definitely times when a new brand becomes necessary. Otherwise, things may actually end up being detrimental to the existing brand. So when does it make sense to add a brand?

The biggest reason for adding a new brand is that the product or service is very different from the existing one. Another very valid reason is if your company is entering another geographical market such as a different country. Cultural sensitivities may necessitate bringing in a new brand as well. If market segments are very different, it might make sense to offer a new brand to prevent alienating customers from either segment. In such cases, the need to create new brands far outweighs the costs of starting from scratch and as pointed above, can preserve the sanctity of the existing brands as well. Hence, when it comes to a decision about adding brands, it is best done on a case by case basis.

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For instance, a toy manufacturer may outsource production to a cheaper destination, knowing fully well that the product contains harmful substances banned in the home country but not an export market they serve. Or a food manufacturer may add artificial ingredients such as attractive colours to draw children to their food products. These may be within the permissible limits as suggested by the concerned regulatory authorities, but does it even make sense? From a profitability standpoint, of course it does. But then, do we lack so much moral fibre that we should indulge in such activities at all?

If children like what they see, they want it. They don’t think twice about the ingredients. But I don’t think that companies should stoop so low that they make things more attractive just to make some extra profit. Instead, why not focus on the positive things that can genuinely contribute to a child’s health and overall well being and create brands which parents would not hesitate to buy for their children? In fact, children’s brands should take it upon themselves to educate parents about the perils that are being marketed today in the guise of toys, food and other things. This will not only create awareness but also drive irresponsible brands out of business.

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The concept of networking is to develop a group of people who can be mutually beneficial to each other. It doesn’t simply mean reciprocity in a traditional sense. It also means connecting other people to each other in a meaningful way. Today’s social ‘networks’ have really simplified this aspect. However, most people are content with adding more and more people into their ‘networks’ while not actually doing any networking at all. It has become a matter of pride to put the numbers on display regardless of the fact that none of these connections have actually proven beneficial and vice versa. Is there even any point to this charade?

The social networks are not to blame. They are simply tools. But the way professionals are using them is taking all the relevance out of networking. Networking is not about the number of connections, it is about mutual benefit. Hence, it is important to bring in the right people into your networks and form real relationships with them. The key is to get a better understanding of the person, their interests, and their goals, and to form meaningful relationships that result in mutual trust and respect. These connections form the backbone of true networking. They don’t happen through ‘Join me’ links and ‘I want to connect with you’ emails but through sharing information and experiences.

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While it’s great to support causes, why not be genuine about it? Why simply come out in support of something even if it doesn’t resonate with your brand values? Not only does it come across as superficial, but it doesn’t excite the employees nor does it really get any mileage for the company. I’m not saying that the company should not support other causes. It can have a portfolio of social initiatives, but it should at least dedicate some resources to a cause which will not only bring its employees on board but also help it develop a stronger emotional connect with its customers. After all, they are with the brand only because they believe in the brand values.

A great example of this is Tata which has associated its brand with getting people to vote as well as fight against corruption. The Tata brand has always enjoyed a strong patriotic flavour and a squeaky clean image. What better way to reinforce it than to support these two causes? Everyone knows that Tata supports a host of other social initiatives. But these two ad campaigns have really reinforced its primary brand values with its customers. Similarly, it is time that corporations took a genuine interest in supporting causes that are relevant and reflect their own values while continuing their support to other causes as well.

In short, corporations should put their money to good use, for society and for their own brands.

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