monojit lahiri endeavours to unravel a new-age, revolutionary, path-breaking philosophy that puts the age-old and much-revered concept of BRANDING to sleep… forever!
“The days of branding being the prime discipline to communicate the consistency of a given product and the reliability of its promise, are clearly over...”
Branding, for decades, has been hymned, celebrated,
exalted, venerated and worshipped as the gospel truth by any marketeer worth his FMCG lapels! The ‘High Priests’ have pronounced that the brand is god and the ad executives, GCROE(S) – Gods Chosen Representatives On Earth! For decades, it has been acknowledged as the single most important aspect of business. Its success equals the business (it drives) success. Branding’s prime objective remains the same – to make a product or business look distinct and different from competition and epitomise the vision and values it represents to gain that decisive cutting-edge lead…
Chris Jaques, the iconic founder of Spark Innovation Consulting – which specialises in developing innovation strategies to ignite specific business areas – pooh-poohs this entire empirical evidence and supports his logic with a clinically chronicled five-point rationale. He believes that the days of branding being the prime discipline to communicate the consistency of a given product and the reliability of its promise, are clearly over. There’s been a paradigm shift in the ‘market-product-consumer’ connect with the money going into the services not products, slot. He supports it with hard facts. “Wal-Marts’ revenues are three times bigger than the entire revenue of both Proctor & Gamble & Unilever combined! Citibank & ING, too, are twice their size. This is the age of service not product and service marketing requires a totally different set of rules. Services are customised, not mass-produced.” Expanding this line of thinking Jaques argues that most of today’s real killer brands “are built on concepts, not products.” He goes on to explain how Apple produced the iPod with iTunes. “First they commissioned an idea and a design from Ideo. Next, they bought chips from Motorola and put them in a casing from Foxconn. Then they hired developers to create music software. At another level, agents were going tongs n’ hammer negotiating access to content, which incidentally was created by publishers and artistes. Apple only packaged it all together, managed it and sold it. It produced nothing!”
“The days of branding being the prime discipline to communicate the consistency of a given product and the reliability of its promise, are clearly over...”
Branding, for decades, has been hymned, celebrated,
exalted, venerated and worshipped as the gospel truth by any marketeer worth his FMCG lapels! The ‘High Priests’ have pronounced that the brand is god and the ad executives, GCROE(S) – Gods Chosen Representatives On Earth! For decades, it has been acknowledged as the single most important aspect of business. Its success equals the business (it drives) success. Branding’s prime objective remains the same – to make a product or business look distinct and different from competition and epitomise the vision and values it represents to gain that decisive cutting-edge lead…Chris Jaques, the iconic founder of Spark Innovation Consulting – which specialises in developing innovation strategies to ignite specific business areas – pooh-poohs this entire empirical evidence and supports his logic with a clinically chronicled five-point rationale. He believes that the days of branding being the prime discipline to communicate the consistency of a given product and the reliability of its promise, are clearly over. There’s been a paradigm shift in the ‘market-product-consumer’ connect with the money going into the services not products, slot. He supports it with hard facts. “Wal-Marts’ revenues are three times bigger than the entire revenue of both Proctor & Gamble & Unilever combined! Citibank & ING, too, are twice their size. This is the age of service not product and service marketing requires a totally different set of rules. Services are customised, not mass-produced.” Expanding this line of thinking Jaques argues that most of today’s real killer brands “are built on concepts, not products.” He goes on to explain how Apple produced the iPod with iTunes. “First they commissioned an idea and a design from Ideo. Next, they bought chips from Motorola and put them in a casing from Foxconn. Then they hired developers to create music software. At another level, agents were going tongs n’ hammer negotiating access to content, which incidentally was created by publishers and artistes. Apple only packaged it all together, managed it and sold it. It produced nothing!”
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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Read these article :-
ZEE BUSINESS BEST B SCHOOL SURVEY
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
Top Articles on IIPM:-
IIPM makes business education truly global-Education-The Times of ...
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
