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Do you all recognise this “eyedea” ?

“eyedea”

work for creating awareness, building an image
and inspiring a revolution

When you have multiple audiences and multiple objectives, look for one unifying “eyedea”

Some of the ‘Eyedea’s that we have created.

'EYEDEAS' Campaign                                        Competition                                         Public Awareness                       

Our “eyedea” creation is based on
the RETINA method of building brands

n    What’s the Rationale of the brand ?

n    What’s the Emotionale of the brand ?

n    Who is the Target of this communication ?

n    What is the Idea that captures the essence ?

n    Is there a mNemonic that captures the idea ?

n    How can it Adapt to all media ?

My ‘Eyedeas’

Dwijen Gupta

When I create images on canvas with figures, lines, patterns and colours they slowly transform into surreal images which are ‘Eyedea’s that can be interpreted as an attempt to understand human psyche  in multiple layers.

Some of my works are also based on great novels of Rabindranath Tagore, Ashapurna Devi and Samaresh Bose or even   poetries written on my paintings by poets like Sunil Gangopadhyay, Sankha Ghose, Joy Goswami etc.  The visual transformation of the core of the literary expression takes shape into an ‘Eyedea’.

The Word of Mouse Motorbike

By Sumit Roy Founder Director, Univbrands. www.univbrands.com

Creating favourable word-of-mouse is as easy as riding a motorbike. But if you don’t have someone to show you the gears, you may never get started.

Take this simple test.

Think of your favorite restaurant. How did you first find out about it? Did you see an ad? Read a review? Hear about it from a friend?

Where did you go for your last holiday? Found it on the net? Heard about it from a friend? Read about it in a blog?

Now think of your favorite search engine. How did you find it in the first place? Did you see an ad? Read about it? Hear about it from a friend? Is it run by your Internet service provider (ISP)? If so, how did you choose your ISP?

When was the last time you recommended a site to a friend or forwarded an e-mail message that you found interesting? I bet it was recently.

I also bet that you answered "by word of mouth" at least once to the questions I just asked. Most of the brands we use today are brands that have been recommended to us by a friend or an acquaintance. Of course, the hype around a brand gets stronger when there is an advertising or a promotional offer to get the conversation going. But even brands with strong marketing budgets would do well to build what I call "word of mouse" into their marketing mix. I'll point out some common misconceptions on how to do this, then give you some tips on how to get started.

What Is Word of Mouse?

Word of mouse is good old-fashioned word of mouth, but with the ability to spread much faster because of the Internet. Another way to look at it is as advertising you don't pay for.

Before I share with you how to make sure that your business gets strong word of mouse, let me demolish a few myths.

Myth 1: Strong Brands Need Memorable Taglines

It's easy to see how the myth about taglines came about. All major brands seem to use them. The world of advertising seems to be full of famous taglines. But when you recommend a brand to a friend, do you ever remember using a tagline, except in jest?

What's far more important is to have an idea that your brand stands for and to allow the advocate of the brand to use his or her own words to express that idea.

Myth 2: You Must State Your Business

When the Internet Revolution started in the mid 1990’s, there was  a rush to claim brand names that spell out or imply the business category the company is in. All that achieves is to make the business interchangeable with any other business in the category. If Amazon.com thought like that, it would have paid millions of dollars for the domain name WorldsBiggestOnlineStore.com. Or Google should have paid millions of dollars for Searchthewayyoulikeit.com

Instead, try to find a name that is memorable. A name that provokes your prospects to ask, "What's that?" And then help the penny drop. Go for a name that's easy to remember and spell, but which by itself may make no sense at all. Do you think the names Kodak or Xerox made any sense when they were first invented?

Myth 3: Marketing Equals Advertising Dollars

I suppose the marketing-and-dollars myth grew from the fact that advertising can take up your largest visible investment in marketing. But the truth is that marketing involves thinking through your product, your pricing, how you will distribute your product, and how you will promote it. Most important, in this day and age, it also means how you will manage a relationship with your customers so that they become advocates of your brand.

Myth 4: Word of Mouse is free

Nothing could be further from the truth. You don’t have to invest like you would with “advertising” but making sure that your “word-of-mouseable” branding idea spreads to the right audience means you, or professionals you hire, have to invest time. Even writing a good blog that the right audience wants to read and recommend to others, takes time. And time is money.

So yes, you do need a budget for “word-of-mouse” marketing but usually this is a fraction of the cost it would take you to “push” customers to come to you. Good word-of-mouse marketing pulls customers to you.

Ready to ride the Word of Mouse Motorbike?

Now that you've seen some common pitfalls to avoid, you may be wondering how you can go about creating positive word of mouse. Here are the three simple steps to riding the Word of Mouse Motorbike. It works for any product category or service.

1. Identify “What You Are Really Selling”

Are you selling candles, or are you selling romance? Go for the emotional benefit that your consumers associate with your business when determining what your company sells.

Now it's easy to work out the rest of the marketing mix. What kind of candles should you make? How should you package them? How should you name them? How should you price them?

Where can you find prospects? Answer: at other Web sites and businesses associated with romance. When, where, and how should you promote these candles? Answer: on occasions and at locations associated with romance.

If you do this consistently, your brand or business will win friends, who will recommend your brand whenever they have a situation that could use a little romance.

Products have rationales. Brands have emotionales.

Word of Mouse does not kickstart with a purely rational benefit.

2. Identify an appropriate Personal

All businesses, or brands, have a character. And it is this character that differentiates your brand more than rational benefits. This is the part of your brand that your customers interact with or relate to, so craft a philosophy that your customers will want to befriend.

3. Distill that philosophy into a memorable idea

Find an idea that captures the essence of either your chosen persona or the emotionale that you are really selling -- or, if you can manage it, both.

An idea is simply two familiar concepts combined in an unexpected fashion. Now make sure that this idea guides your entire business philosophy. It's a fallacy that marketing starts after the product or service is designed.

Everyone in Virgin knows that they need to do the opposite of what is conventional in whichever product category or service that they choose to be in.

Harley Davidson does not need a tagline. Their customers are walking, talking advertisements. In fact if a Harley Davidson roars past and does not disturb your neighbourhood, is it really a Harley Davidson?

Disney is in the business of making people smile. Kodak is in the business of capturing memories. I’m in the business of coaching people to ride the brand building motorbike. Every brand needs a simple memorable idea that people want to pass on, in their own words.

A word in closing

You'll get strong word of mouse if everything in your business reflects your branding strategy. Your best advertisement is the service you deliver. And that includes your customers' experience every time they use your product or visit your web site.

In the end, satisfied consumers are the best return you can get for your marketing dollar. It is they who will become the champions of your idea. And they'll use their own words, not a tagline, to express it.

Sumit Roy runs the world’s smallest learn-by-earning university, www.univbrands.com . It’s so small it fits into his Nokia Communicator.

He learnt how to grow brands in the fourteen years he spent with Ogilvy & Mather. Then he learnt how to grow people who grow brands in the four years he spent with Lintas (now called Lowe).

In 1991 he invented his “learn-by-earning” university. Now, thanks to the power of the Internet, he lives in Kolkata, India, and works with clients all across the world. Entrepreneurs and professionals in USA, UK, South Africa, Russia, Middle East, Sri Lanka, Bangladesh and, of course, India, have benefited from his common-sense coaching technique.

His clients range from home-grown businesses to multi-national giants like BBC World, Coca-Cola, Kellogg’s, Microsoft, McKinsey & Co. and the Unilever Group.

More at www.univbrands.com