Empowering the consumers - communicate story that inspires
A brand that inspire - which brand would not like to create such associations in consumer’s minds? A brand that inspire can truly connect with the consumer by stimulating their imagination. These brands are admired because they create comforting feeling that you are still in control and you can lead your actions in whatever direction you choose. It makes people keep faith that they can make it through yet another day and make it what they want it to be. A brand that can make consumers proud of themselves empowers and by that is creating a deep relationship with the audience. But how does a brand inspire? A shallow answer that this happens by communicating an inspirational message. But what is an inspirational message? What inspires us the most? The answer is: a story. A great story behind a brand. From the down of history people loved stories: myths, legends, tales, fables, you name it, and there is no indication that they will stop loving them in the near future. What is so great about stories? We love heroes and values they fight for, we love to hear about someone who challenged the status quo, which makes us think that we can as well.
A Thai Bank TMB has tried to use an inspirational story for their brand positioning. They have launched a brand campaign called ”Make THE Difference”, which is supposed to inspire people to start thinking differently about themselves and situations and create positive changes by doing little things. This film is based on a true story of Panyee FC. In 1986 a football team that lived on Koh Panyee -little island in the south of Thailand or rather a floating village in the middle of the sea that doesn’t have an inch of soil loved football so much that they challenged the situation they lived in and became an inspiration for new generations on the island.
Will TMB succeed to position their brand as one that “makes the difference”? With Thai society being high in collective and feminy categories on Hofstede scale TMB has a good start with this strategy. For the time being the campaign created by Leo Burnett Bangkok picked up the inaugural People’s Vote at the Adman Awards 2011 “Sizing the Change” with this years focus on ‘Spotting heart-winning communication of the changing Era”.
Looking over at Top 10 brands in Pakistan report by AC Nielsen I still wonder about two positions in FMCG segment, that is Nestle for milk category and Lipton for tea.
Especially dairy is a segment in which local products are chosen over the international brands. This is mostly because of accessibility of the local products as well as the price which is usually lower due to low transportation cost with compare to international brands. Although with regards to Nestle and Heleeb milk brands this is not the case as in many respects the go hand in hand. Both companies started operating around the same time in this market, they have almost the same production capacity, almost identical market share and same price. So why is Nestle more popular amongst Pakistan consumers?
In MilkPak’s TVC the woman are not wearing a hijab, in this one the women wears an outfit that any western woman could wear.
The image of the brand that Milk Pak sells can be described as healthy, modern, energetic and vibrant.
