Opinion Branding Anna Hazare

Find that one strong connect with the consumer that is relevant and timeless,and reposition if you must: When Anna started working on water conservation,he quickly realised that corruption was a larger,universal problem,one that could be fought forever,so that Brand Anna could live forever. Marlboro talked of freedom,an idea that easily extends all over the world. Today,even though the tobacco industry is struggling,Marlboro’s appeal has gone beyond its product.

Have a focused vision for the brand: Many brands reposition themselves so often that consumers don’t know what they stand for anymore. Anna focused on two core,inter-related issues — corruption and RTI. Focus is essential,even through adverse times,after the brand has gained momentum. Amitabh Bachchan’s temporary fall came when he attempted politics,and by his own admission,it is a mistake to think that one admired ability will automatically transfer to other endeavours.

Packaging is crucial: Your packaging must communicate what your brand stands for. Can you imagine Anna in jeans and a T-shirt or even a formal shirt? This is an error many brands make in the attempt to premiumise themselves. A mass appeal brand must look good but not expensive. If a Toyota began to emulate its own Lexus,it would kill the trusted brand. The package matters,as does the name. Would Kisan Bapat Baburao Hazare have had the same impact?

Find a clear hook that you can peg your proposition on: The Lokpal bill was not known to over 90 per cent of Indians. So how did this one thing become a national issue? Corruption,while universal,is just a generalised nomenclature. A unique cause like the “Lokpal bill” arouses people’s curiosity and provides an “India-unique” reason to rebel for a cause. Benetton’s story of “United Colours of Benetton” put the brand on a totally different plane,aiding a cause that America was in danger of forgetting.

Time the media plan: Often MNCs just decide what is the right season and how much to say,and are unable to change course because the marketing plan is set. Smaller Indian companies are much quicker to react to market changes. Anna’s crusade and its crescendo are perfectly timed. He has upped the activity when the pot boils over.

Activate your brand and let your consumers experience it: Had Brand Anna remained on TV and newspapers,it would never have picked up the momentum it has. Anna had to mingle with the masses,demonstrate his conviction. People had to become Anna,not just believe in Anna. Harley Davidson,one of the biggest cult brands,built itself through the Harley Club,where each user became the brand ambassador and the brand.

Innovate,innovate,innovate: Just when you think he has done it all,he surprises you with another. Forming the Tarun Mandal,giving up his awards,fasting,getting arrested,staying arrested,refusing freedom,getting Kiran Bedi on his side,getting the elite to get out of their cars and distribute pamphlets. For a brand to stay fresh in people’s minds and to be seen as innovative,it must truly innovate. Cosmetic changes cannot fool people for long. What’s the next exciting thing coming up from Brand Anna? Who knows? But surely he has more up his sleeve.

Opinion is split on Anna. Whether true or not,whether real or unreal,the concept of “Anna” has taken over from the persona that is Anna. Brand Obama too was a dream and change that Obama became symbolic of. Sustaining that can become difficult if not ultimately delivered. But undoubtedly at this time,Brand Anna is the most innovative,the most voted,the most talked about. Anna — voted the brand of the year.

By the way,Anna… who’s your ad agency?

The writer is CEO,‘Product of the Year’,India,and has worked in advertising for more than 20 years