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Positioning the brand and then protecting it is the most important task of an enterprise. No compromises can be made and no corners cut when it comes to protecting brand equity.

I was recently traveling from India to the US by a plane of a certain Airline company that I will not name . The Airline company is one of the best run airlines in the word and on my trips to Asia, I make it a point to travel on their planes. I have only had positive experiences with them. On my most recent trip, I noticed something funny on the food tray put before me by the courteous air hostess. On the food tray was a small cup of packaged water with the words “Shake well before use”! printed on the plastic seal top.

“Shake well before use”? It was water. Are you kidding me? Why would I shake water well before use? Were there any settled sediments that I was supposed to agitate before drinking the water?

Then I saw the orange juice(with pulp) in a similar pack. It was packaged by the same company that packed the water and it had the exact same plastic seal top with the exact same words. The food packing company had used the same plastic seal top on both the water and on the orange juice.

The packing company had obviously cut corners or had carelessly let this happen. Either way their brand image had fallen before my eyes. An even greater crime - They had also affected the brand image of their customer - the otherwise praiseworthy airline company. I was wondering for a long time how such a well run airline company could have let such a thing happen. I thought they were the perfect Airlines. They were not. Their brand image had been dented.

The most minor and trivial things can hurt your brand. Its not just you, its also the other companies that you work with that can negatively affect your brand image by doing something stupid. No compromises and no cutting corners when it comes to your brand. You can never be relaxed and laid back when it comes to protecting your brand and its equity.

New Age advertising on new age media will go long tail !

With eyeballs scattered everywhere over the internet, future advertising campaigns will go long tail. We will see the modern online ad campaigns making “many” “small” deals. In other words, the modern ad campagn will be characterized by two features.

1. Ad campaigns will be composed of many deals.
2. Each deal would be relatively small in $$ value as compared to the deals that are made in traditional media.

This will bring in the classic phenomenon of “long tail” to advertising. This is already happening and we will only see it happen more. Other upcoming media like mobile media networks will also be influenced heavily by this phenomenon.