These issues result with an overall and unclear communication strategy. This results in a too many messages being communicated and thus confusing the stakeholders, which eventually results in brand dilution.
- Our Brand message is unclear
- This originates due to two main reasons, unclear interpretation of the brand positioning, and/or dilution of message in the different mediums used, usually TVC’s (for large brands) do not reflect other aspects of communication. This is often overlaid by another common culprit, inadequate internal understanding of both the message and the mediums. DY Works employees are trained to bring the tough questions out in the open and discuss them with open and honest communication internally.
- Our advertising is just not working
- Half the advertising is wasted. In these days of increasing clutter, advertising is losing both attention and relevance. Only the mega spenders can just about get ‘noticed’ – who can outdo the power of 4500 spots by Airtel in just ONE campaign… The need is Branding – “Branding is the New Advertising”©.
- I cannot afford to advertise
- This is one of the most common situations with many brands. Some of the most successful brands have been built with little to no advertising. DY Works brings the experience and stories of these ‘stalwarts’- like Amul, Polo, Swatch, Red Bull, Body Shop, Biotique, etc amongst many others. They all use low cost and high impact branding options. Branding is the New Advertising ©.
- How do I build my brand on a low budget?
- See I cannot afford to advertise
- My Brand is not well articulated
- The answer lies in the foundation. With experience with over 100’s of Brands, DY Works has discovered, that the common ground with under performing brands is that these brands were not well captured to begin with. We can rediscover and capture your brand all over again and ensure that it is articulated well internally FIRST – and through its proprietary Brand Style© to ensure that the external roll out is efficient and effective.
- My Brand not internationally well understood
- More often than not Indian Brands are unable to penetrate the global markets beyond ethnic markets, which is a small segment and seldom represents a mainstream player. To dominate any international market the brand FIRST needs to be the leader in its OWN market. Samsung and LG were first leaders in there own markets before capturing global imagination. Similarly Fair & Lovely is a leader in India, and now a real challenger to other fairness products in international markets, as was the case with the Tata’s and Birla’s. If you have global aspirations, DY Works will set a framework for your brand to seed itself to play the global game
- How do I communicate through new mediums? How will the new mediums lead my brand?
- The new mediums not only offer a deeper connect to your audiences but are far more enduring and cost effective, possibly even cheaper. The first requirement here is to have mindset to engage in the new mediums strategically. More often than not, only lip service is being paid to these mediums both by client and agency. For instance there will be 5 billion mobile phones in the world by 2012 – are you ready to communicate through mobile marketing - what are you asking your agency to do about it? The real answer is few know what to do. DY Works has the ability to successfully help you discover and reach the new mediums.
- My brand vocabulary is weak
- Too many brands rely only on the logo and name – when the need of the hour is to appeal to EVERY sense in a consistent and coherent manner. DY Works Active Identity – will provide a strong brand vocabulary leading to a Brand style ©
- My brand does not generate enough excitement
- Every brand needs to be invigorated and refreshed sooner or later. Especially in these days of short brand cycles and fickle consumer mindsets, the brand needs to reinvent itself to keep its consumer excited. However an important aspect often missed is the invigoration of the brand team itself. DY Works helps them see the world through new eyes – with an experience of working with over 200 brands DY Works rejuvenates brands, setting them on a new growth trajectory.
- Brand promotional efforts don’t work
- Promotional efforts are, well, promotional. Unless the brand is strongly grounded, promotion can only deliver diminishing returns, and lead to eventual loss of brand equity. The need is to strengthen the brand FIRST. DY Works work with its clients to discover the core of the issue, and move forward to create a strong brand.
- How do I take my brand digital?
- This is a must for all brands; 54% of the Indian population is below 25 yrs of age. This segment will move rapidly to the digital age (including the rural segment). This has to go way beyond just a website – which is just a starting point to collect information. The brand needs to create brand properties that can be digitally leveraged. DY Works has done this successfully for brands like HUL, Sunfeast, etc.
- I need sonic branding.
- This is part of DY Works Active Identity ©, and an important aspect in brand recall – who can forget Nirma, Lifebuoy or Intel signoffs?