tag:blogger.com,1999:blog-7445558282646097463.post3349436364745227358..comments2023-09-27T20:05:29.145+05:30Comments on Third Umpire on Branding: Never give up on the idea!Anonymoushttp://www.blogger.com/profile/13925165090244656996noreply@blogger.comBlogger7125tag:blogger.com,1999:blog-7445558282646097463.post-7994928637221605582008-09-28T11:21:00.000+05:302008-09-28T11:21:00.000+05:30Sir, the article is very interesting and gives som...Sir, the article is very interesting and gives some good insights on the value a celebrity adds to the brand. One question i still find unanswered is- "In the current situation, is the celebrity endorsing the brand, bigger than the brand itself? Is he popularising the brand or is he just carrying the brand value with his popularity?"<BR/>When you talked about Surf Excel's Lalitaji or Onida’s devil, we can safely say that these brands still remain popular even with these characters vanishing. Apart from Pepsi, Coke or some other big brands, I personally dont feel it happening in other brands, be it Brylcreem, Videocon or Toshiba to mention a few. Is it that these brands are popular only because of the celebrity it has endorsed? In that case is the celebrity bigger than the brand itself? If so, is it good for the brand?Shreyashttps://www.blogger.com/profile/15624582926344717986noreply@blogger.comtag:blogger.com,1999:blog-7445558282646097463.post-19713671954255478302008-09-26T15:45:00.000+05:302008-09-26T15:45:00.000+05:30The trouble though is that many brands have a shor...The trouble though is that many brands have a short term strategy and action plan.<BR/><BR/>The exceptions are too few and far between.Anonymoushttps://www.blogger.com/profile/13925165090244656996noreply@blogger.comtag:blogger.com,1999:blog-7445558282646097463.post-72686636645009734972008-09-26T15:44:00.000+05:302008-09-26T15:44:00.000+05:30I agree - first find out what the brand stands for...I agree - first find out what the brand stands for in the long run - consistently - and then use the correct brand ambassador (read celebrity)Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-7445558282646097463.post-87685480963756677782008-09-26T15:43:00.000+05:302008-09-26T15:43:00.000+05:30I suppose that is one way of looking at it, though...I suppose that is one way of looking at it, though he does say that you need<BR/>to have a thirst to succeed.Anonymoushttps://www.blogger.com/profile/13925165090244656996noreply@blogger.comtag:blogger.com,1999:blog-7445558282646097463.post-15785326244751515692008-09-26T15:42:00.000+05:302008-09-26T15:42:00.000+05:30I read all your articles as they are very intersti...I read all your articles as they are very intersting. I enjoy the<BR/>comparisions you build with cricket.Though i liked the recent pepsi<BR/>ad,felt that it conveys the message that youngsters need not worry too<BR/>much about education.I do not know if it will have any impact.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-7445558282646097463.post-40772193778348484752008-09-25T18:03:00.001+05:302008-09-25T18:03:00.001+05:30I am glad that more and more people who are involv...I am glad that more and more people who are involved with brands and communication are thinking about this and worrying about strategies and scripts.Anonymoushttps://www.blogger.com/profile/13925165090244656996noreply@blogger.comtag:blogger.com,1999:blog-7445558282646097463.post-87541596551496662832008-09-25T18:03:00.000+05:302008-09-25T18:03:00.000+05:30completely concur with your views. Most often, ce...completely concur with your views. <BR/><BR/> <BR/><BR/>Most often, celebrities get taken because competing brands have done so. [The guy who did it first was the smartest! at least he got awareness going for him]. very rarely have commercials and creatives attempted to use the actor as an 'exactly' what he is. either his personality or true character. The few that have done so have done well for their respective brands. It is aamir playing aamir. or a true story of viswanathan anand playing anand [he was traveling in a train and a fellow traveller asked what he did: response: play chess. traveller: must be very difficult to survive. why dont you work? in an absolutely innocent fashion not even knowing anand is anand as in chess!!!]. these apparently not over the top but charming parts of the story is what works gangbusters for the brand. rest of it is noise. Some of the nike work is like that. <BR/><BR/> <BR/><BR/>most of it otherwise is simply lazy and evokes ennui. so in pure contrast a model became Honest Man and then a star. Parveen Dabas. Or Shiney Ahuja. Exact reverse is Jyothika in RmKV.Anonymousnoreply@blogger.com