The Cold got a little Hot

In today’s scenario, the world is heavily distorted by what they see; a simple instance of a
bottle swap by a celebrity football player could change the fate of a brand. This essentially
cost the brand a whopping 4-billion-dollar worth of market value loss. Alternatively, large
pharmaceutical companies ask for a country-backed guarantee for the supply of vaccines.

There is a steep contrast between the power that a brand can wield on its customers through
endorsements or the incomparable benefits of its products. By and large, these two are the
extremes of the Brand specter. Interestingly, some alternatives serve a balanced approach to
find brands in the telecom sector that use innovation and technology to build customer
intimacy. Recently brands have started engaging with their customers through personalized
mediums. Some innovations make the user the focal point of the whole journey, which is a
more direct approach to engage the end-user. Micro-branding is a concept that stands the test
of sustainability and is evolving drastically.

The new normal for brands and their positioning mechanisms will not be the same because
people will not interact or socialize like before; let us term it the pre-covid era. But
complexities are higher if you are looking at more prominent brands with a good customer
base. This is an innovation challenge for the whole marketing fraternity on how do we turn
this more prominent macro-level branding into micro branding scenarios without losing much
of the essence. Honestly, there had been many trials, a couple of which are at the content
level, but they still give one-time benefits. For instance, in the Vodafone ads, if you could see
the usage of a dog breed called “PUG” or the “zoozoos” concept, they have reduced the
dependency of a brand on expensive brand endorsements by celebrities and reduce the
sensitivities by their actions. However, the challenge of scalability and sustainability remains
for this to get adopted into the mainstream. Today’s user journey touchpoints have become a
little finer where the customer wants to be in the spotlight, and there is a shift in demand
towards a more personalized approach. Segments are more technologically relevant than
traditional geographical split. The taste & culture is getting more granular to profile, so these
challenges keep adding up to the problem at hand. In the past, the marketing fraternity had
dealt with such issues using technology, or sometimes there is a shift in the messaging
medium. This is where you get a fundamental source of sustainable and scalable advantage.

Every 10 years, since the advent of print media, a new medium is taking us to the next wave
of evolution: television, radio, cinema, or the internet. Now is the time for the next wave to
hit us; it is augmented reality for sure – as it would be the perfect bridge to move from the
physical to the digital world as an interim hybrid stop.

Are there proven methodologies that can solve the micro branding needs for brands? Of
course, defining the complexity is the first step towards it; all we need is a quick frame of

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