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Whether it is Taneira (clothing), Zoya and Tanishq (jewellery, high-end in the past where the brand is ‘wearable art’), BigBasket (online consumer retail) or Taj (hotel and heritage property), focusing on these ‘personal’ brands with the ‘softest’ of the advertising touch makes the positioning of the group itself more relevant, impersonal. This is Gestalt 101 – the whole is greater than the sum of its parts. Expect ads that highlight Air India’s quality flight experience through soft palettes, whether it’s the in-flight (Taj?) food and beverage, entertainment, service, shopping or destination.
Such consumer-oriented, decentralized and ‘soft’ companies enable the creation of brands that stick and stay in the minds of consumers. What applies to the Tata group applies to companies in other ‘harder’ sectors as well. The intention and strategy, as many modern companies show well, is to collect mind share, equivalent to the use of soft power in geographical terms. Wooing and advice have virtues that even the hardest of hard sales lack.
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