“Life is a reflection of intent”- Jonathan Lockwood Huie
The Economic Times ‘Brand Equity’ featured a piece on what Tarun Chauhan of JWT Mumbai had to say about fame, popularity and the importance of intent in the world of marketing. With the proclamation of a brand’s intent comes its purpose, USP and pitch- all in one. What the brand seeks to be to its audience can be read easily through the advertising campaigns that they propagate. Being famous isn’t the same as being popular. While popularity hauls in high brand recall and low equity, fame lasts longer and garners equity and respect.
Plenty of ads are made with the weak intent of ‘going viral’ or trending and do not make an impact on the big picture. They remain merely “good looking ads” and fail when it comes to brand building. According to Chauhan, “commitment solutions” should be preferred over “creative solutions”; long term solutions that can deliver on the promise of retaining customer patronage over the years.
Cause marketing refers to ventures that corporates undertake, involving the cooperative efforts of a ‘for profit’ company and a non profit organization. With internet users increasing day by day, the scope for online cause marketing is also on the rise. In India the only notable cause marketing in recent times has been the ‘Jaago Re’ campaign by Tata Tea. The time invested and the noble venture undertaken made sure that the impact on people was huge.
The effect of sponsorship branding and marketing may be hard to measure but cause marketing campaigns are a win- win situation as the investment to promote a noble cause never goes to waste. An audience will always root for products and services offered by a company they know is supporting any humane cause. Marketers can always invest on this general appeal; with the obvious gain of image building comes the secondary benefit of increased revenue from sales and increasing patronage. Marketing and communications strategists can always round off their high end tactics with a simple sign of care for the community. While contributing to the implementation of corporate social responsibility activities it also helps them follow the wise motto of “Doing Well by Doing Good”.