BRANDKARMAUnderstanding your Brand-eze

The mutating face of survival

Consumers are more arduous, time-starved, cognizant, and choice-saturated than ever-before (we know

you know). For brands to flourish, the key is simple though: turn OBSEQUIOUS. This goes far beyond

proposing great customer service. OBSEQUIOUS means turning your brand into a lifestyle servant

focused on catering to the needs, desires and whims of your customers, wherever and whenever they are

in requirement. The endless abundance and increasing material affluence in contemporary consumer

economies (yes, even amongst financially challenged consumers), has led to an increasing emotion of

being time-starved. A survey by research company Data-monitor found that 44% of consumers across 14

countries now say that it’s difficult to manage their daily obligations and find time to relax.

No wonder then that, consumers are demanding tools and services to help them get the most from the

moment of truth, however momentary. In this new world brands have no choice but to satisfy consumer

demand for instant gratification and ultra-convenience. That’s why OBSEQUIOUS BRANDS cut to the

chase, and save their consumers time.

Here’s the new reality: consumers will never again revere brands the way they used to:

Only 47% of consumers around the world say they trust paid media (television, magazine and

newspaper ads), a decline of over 20% since 2009.

92% of global consumers say they trust earned media (word-of-mouth and recommendations

from friends and family) above all other forms of advertising, an increase of 18% since 2007.

(Source: Nielsen, April 2012)

Only 29% of consumers in Brazil, China and India say that it pays to be loyal to favored brands.

(Source: COLLOQUY and Epsilon's Cross-Cultural Loyalty Study, 2011)

OBSEQUIOUS is something where you let customers try out first

To promote the release of Chevrolet's Cobalt model, Orca Chevrolet launched the Rescue Drive

campaign in early 2012. The promotion targeted consumers after a breakdown, when they were likely to

be exasperated with their own vehicles. Stuck drivers who called participating tow trucks were amazed

by an convoying Chevrolet Cobalt, which they were given the chance to test drive. Marks & Spencer's

Virtual Manicure is a free online and in-store service which assists customers to test the UK retailer’s

nail polish range on their own fingers. Consumers upload an image of their hands and then click on a

nail color to see what it would look like before buying it.

OBSEQUIOUS is something where you present a situation to help customers observe and

control anything

In early June 2012, Volkswagen launched its first eco-awareness mobile app in China. The 'Blue

Mobility' app is the first in-car mobile app which tracks and analyzes users' real-time driving activities. It

then provides guidelines and advice on how to curtail unwarranted fuel usage.

OBSEQUIOUS is assisting customers find anything instantaneously

Westfield, the world’s largest shopping centre operator, added Google Commerce's search functionality

to its in-mall mobile app to save customers’ time in their malls. Shoppers can search and compare

prices across retailers in their local Westfield shopping mall, and call the local retailers to check

availability with one click.

OBSEQUIOUS is aiding customers understand everything concurrently

In January 2012, Amsterdam's Schiphol airport released a Chinese version of the Schiphol app,

proposing information on flights, public transport and product offers, as well as maps of the departure

lounges, all in Mandarin. The app also enables rendition of signs in the airport, via a recognition system

using smartphone cameras.

London department store Harrods also launched a free Chinese language smartphone app, offering

customers functions such as cooperative guide to the store, restaurant menus, and details on events

taking place.

OBSEQUIOUS is being there when customers truly need you, even if they didn't realize it yet

For many residents of Quebec (Canada), property leases terminate on July 1st. This makes it a

standard moving day, and thus storage items such as cardboard boxes are in high demand. So last

year, IKEA put up 2,000 cardboard posters around Montreal that could be amassed into moving boxes.

The posters were printed with slogans that encouraged residents to take them home, and also included

discounts on new furniture.

OBSEQUIOUS is facilitating customers in saving money

Launched in South Africa in January 2012, 22seven is a financial services platform that looks at users’

bank statements to determine where they could save money. Consumers can see where they usually

spend money, and where they might be overspending; they are then presented strategies and plans to

help them reduce their expenses. To use 22seven requires members to disclose full details of bank

accounts and passwords.

The Samsung Upgrade promotion boosts US customers to trade in old smartphones in exchange for a

Galaxy. After purchasing the Galaxy S2, S3 or Note, users upload info about their used smartphone to

Samsung’s Facebook page and receive a quote for its value. Consumers send off their old device in

return for a check of up to USD 300.

OBSEQUIOUS is making things more seamless for customers

Vodafone UK and Richard Nicoll shaped a handbag that can power a mobile phone while on the move.

After the bag is charged from a mains power outlet (using a cable that magnetically attaches to the

exterior), it carries up to two days worth of extra battery.

The VIP Fridge Magnet from Dubai's Red Tomato Pizza allows consumers to order their favorite pizza at

the touch of a button. Members of the loyalty program were sent free magnets, which use a

smartphone's Bluetooth to connect to the Internet. Once customers have pressed the button on the

magnet, the pizza is delivered to their registered address.

UK supermarket Tesco introduced an interactive virtual grocery store at Gatwick Airport in the UK.

Travelers leaving for a holiday can order food supplies from digital displays with their smartphones. The

purchased items are delivered to their homes in time for their return. First of all, not ALL brands need to

be 100% obsequious: certain luxury brands or the Apples of this world can get away with being

prevailing BRANDS. Now, if you're not Gucci or Apple, how to get started? First, realize that obsequious

brands always put themselves second. For most brands/business, this means a drastic change in

attitude.

Understand that the days of esteemed brands are over. It’s not about telling your consumers that you

are important, and they can have a slice of you if they pay for it. Instead, it’s about telling consumers:

“Whatever you need or want, we’re here to help”.For marketers, OBSEQUIOUS BRANDS means

thinking about creating marketing that isn’t marketing. If consumers aren’t searching for, accepting,

connecting, or sharing your efforts (in whatever form: product, service, app, content etc), then you need

to get back to the drawing board.

The OBSEQUIOUS BRAND Structure:

Brand Attention

Brand Preference

Brand Insistence

Brand Loyalty

Brand Life

Brand Obsequious

© Allunare Corporation

The above stated Brand Cycle if reflected well, shall help brand Managers in structuring a Great Brand

structure with long-term business logic and plan. If you wish to understand more on this plan, and get it

as part of brand creation process feel free to mail us on: contactus@allunare.co.in. We would be happy

to give your brand the lively edge in the cluttered atmosphere of brand management where the life of

Brands recognition activity is as long as the next one.

Happy Obsequing!!!

Team Allunare