The Myths of

Brand Communication
The traditional ‘logic’ of
branding

Branding is communication

Communication is advertising

Advertising means TV commercials

TV commercials cost big money

Therefore branding needs big money

 QED:
If you don’t have big money, you
can’t build a brand
Myth 1

Branding is
communication
Reality
Branding is also the rude little girl at your
call center in Gurgaon
Branding is the way you handle a
complaint
Branding is the speed with which you
change when necessary
In effect, branding is the way you do
business
Myth 2

Communication is
advertising
Reality
 You communicate at every interface with your
customer. This includes:
– Your logo
– Your pack
– Your letterhead
– The way your receptionist speaks
– Your salesmen’s attitudes
– Your website
 In sum, every single time your customer
interacts with you
Myth 3

Advertising is
commercials
Reality
 Advertising includes:
– PR
– Direct marketing
– Web site
– Brochures
– Labels
– Logos
– Postcards
– Personal cards
– Most importantly, word of mouth
Myth 4

Commercials
cost big money
The reality leads us to
another set of myths
Myth 4.1

The agency always

gets it right
Reality

Some agencies are only focused on

winning awards
Other agencies are focused only on
pleasing a client - you
Neither is good
Reality
 You need to check as a brand manager:
– Is the commercial focused on the brand?
– Does the commercial have an idea?
– Is the idea relevant? ie:
• Does it carry the brand idea forward?
• Does it have ‘legs’?
 Will your customer see the commercial as adding
value to her life?
Myth 4.2

If it’s creative,
it won’t sell

And vice-versa
Reality
 Focused creativity sells
– If the creative expresses your brand values
– If the creative says what you want it to say
– If the creative does not ‘skid on the slippery surface of irrelevant
brilliance’
 It will help your brand to grow and become stronger.
That focused award-winning commercials create brands
is proven by two huge success stories.
– Pepsi
– Nike
Myth 4.3

It’s better to spend more

money in media and less in
execution
Reality
 A more expensive, well-produced, stylish
commercial in the right place at the right time is
more likely to be more effective than a cheap
commercial aired a hundred times everywhere
Myth 4.4

The consumer is not as smart

as I am
Reality
The consumer is not a moron, she is your
wife
The consumer is smart, savvy, clued up
But most all, he or she is easily bored
Don’t allow your advertising to be boring
– You can’t convert souls in an empty church
The final reality
Commercials and advertising are like
anything else;
– A mistake will cost you more
– Done badly they will cost you even
more
– Targeted at the wrong people they will
cost you the most
Myth 5

Branding needs
big money
Reality
 The money you need for branding activity can be
summed in an old question

How long is a piece of string?

 And the answer is: long enough

 How much money do you need for branding?
Enough.
Myth 6

If you don’t have big

money, you can’t build a
brand
Reality

Brand building has nothing to do with

money
– Money only helps communicate some facets of
the brand
Reality
It is possible to build brands with no
advertising at all
– Google
It is possible to build brands only with
endorsers and minimal advertising
– Nike
Reality
It is possible to build brands only
with a certain unique way of
behaving:
– Southwestern Airlines
It is possible to build brands only
with PR releases and a rigid policy
– Air Deccan
Reality
A brand can be built on just a brand idea
– Starbucks’ ‘Third home’

A brand can be built by building using a

unique retailing method
– Tupperware
 QED:
If you have a great brand strategy,
you can build a brand
with or without advertising