“People don’t buy brands, they buy promise”
Story of a brand should be highlighted as it’s a powerful weapon if used well, says Aziz Rawat, Founder & Creative Director, General Sovereign Republic
While there are several global brands that are doing very well in India, there aren’t too many instances of Indian brands doing well in the global market.
While noting that brand is like storytelling, Aziz Rawat, Founder and Creative Director, General Sovereign Republic said that a few things should be kept in mind by Indian brands while entering foreign markets. “Timing and taste should be monitored in a new market. There are three things that can give a boost to any brand, these are – be interesting, be invaluable and be involved,” he added.
According to him, advertising is only a small part of brand. He remarked, “It’s a misconception that advertising makes a brand. Brand is not a subset of meeting; it’s your entire business. Story of a brand should be highlighted as it is a powerful weapon if used well.”
The current situation of every brand is that everyone wants to be cool, and now cool is defined by the West. “If you want to be a successful brand, you have to create a cool quotient for your brand, and cool comes out of ordinary people,” he added.
Rawat further said that the goodwill that a brand has in the market and its perception in the consumer’s mind cannot be undermined. “People don’t buy brands, they buy promise,” he stressed.
Aziz Rawat was sharing his views on ‘Be Your Own Brand’ at a CII conference held in New Delhi on November 27, 2012.
