The Anchor: Sumanto Chattopadhyay on 5 ways how creativity can change the image of a brand

08 Aug,2012

By Sumanto Chattopadhyay


A brand is nothing without creativity. It is, in fact, a sum total of the creative elements that go into designing the product, its packaging and its communication. There are ways and ways of giving these elements a new spin – a new lease of life.


Here are five examples of how a brand can hit the refresh button:


1. Creativity can gloss over history: Volkswagen was launched by Hitler. But creative communication made the brand that rides the Beetle Bug one of the most lovable automobile icons of our times.


2. Creative rebranding can make an old brand new and improved: When UTI Bank became Axis Bank – adopting a contemporary look and logo along with the changed name – it shed some of the negatives – ‘public sector’, ‘technologically outmoded’ – associated with the UTI label and made itself relevant to modern consumers.


3. Not just products, but people too can change the image of their brand: In order to join Bollywood’s A List, Brand Karishma Kapoor underwent a total makeover. It took considerable creativity – that of hair stylists, beauticians, costume designers, film directors, publicists – to change her persona and transform her into one of tinsel town’s more premium brands.


4. Creativity can make a brand attractive by putting it in a different slot in people’s minds: Cadbury’s told consumers to think about it in the same way as they do about Indian sweets – something you eat to make an auspicious beginning. Imaginative skill went into making people see an inherently Western product as something that satisfies a very traditional Indian need. And voilà  – Cadbury’s was reborn in a new avatar.


5. Brand China wanted to replace the existing view of a grey, regressive totalitarian state with the image of a vibrant, young and capable nation. And so, at the 2008 China Olympics, it put on the greatest spectacle on Earth, taking branded event management to a new high.


Sumanto Chattopadhyay is Ecd, South Asia, Ogilvy


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