Comments on: Branding 101 for Digital Brands http://saurabhgarg.com/thoughts/entrepreneurship/branding-101-for-digital-brands/ Saurabh Garg generates gibberish on Culture, Ideas, Marketing and Technology Sat, 22 Nov 2008 06:55:32 +0000 http://wordpress.org/?v=2.5.1 By: Ishwar S http://saurabhgarg.com/thoughts/entrepreneurship/branding-101-for-digital-brands/#comment-278 Ishwar S Mon, 07 Jul 2008 11:38:48 +0000 http://saurabhgarg.com/thoughts/?p=54#comment-278 An interesting post Saurabh. What brands are doing is dependent on the stage at which these brands are introduced to consumers. An innovative new to the world product, which solves a need no product has done before, will have to firstly explain the utility it brings to the table Emotional connect with the product is an extension of usage and great experiences with the brand. If handled well, that emotional connect can well result in blind faith in any new product launches by the same brand. It is also a function of how the brand managers define their brands. A Big Bazaar for example gives the utility of low prices. They are additionally attempting an emotional connect of helping a family sustain well within the monthly budget. Going forward they will want consumers to blindly trust any offering from them, which is when store brands will become their main focus. Not that the example is ideally suited for a digital brands context, but it was an easy parallel to draw in the Indian context. An interesting post Saurabh. What brands are doing is dependent on the stage at which these brands are introduced to consumers.

An innovative new to the world product, which solves a need no product has done before, will have to firstly explain the utility it brings to the table

Emotional connect with the product is an extension of usage and great experiences with the brand. If handled well, that emotional connect can well result in blind faith in any new product launches by the same brand.

It is also a function of how the brand managers define their brands. A Big Bazaar for example gives the utility of low prices. They are additionally attempting an emotional connect of helping a family sustain well within the monthly budget. Going forward they will want consumers to blindly trust any offering from them, which is when store brands will become their main focus.

Not that the example is ideally suited for a digital brands context, but it was an easy parallel to draw in the Indian context.

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