This is because there is 
no service and there are no people that represent Hutch. I mean how many of us have ever visited a Hutch Shop? Virtually none! For a Hutch customer, there are just voices on the telephone at best. And that too, we do not always get to hear them! Hutch is a purely impersonal and intangible brand and therefore to create a brand out of that is extremely difficult, and yet Hutch has managed to do it in style. This is so because they have connected beautifully to that something that is fundamental to the human needs. Especially when it comes to technology, consumers want technology to be taught to them in a human language rather than in a technical language, and therefore Hutch has focused on that extremely stripped down form of simplicity in their communication to the consumers. And in the course of time, with the kind of advertising Hutch has done, the kind of art and graphics they have used, in the kind of messages they have chosen to deliver, in what content they have chosen to highlight as messages – all that has created a solid impact with the Hutch consumers.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
no service and there are no people that represent Hutch. I mean how many of us have ever visited a Hutch Shop? Virtually none! For a Hutch customer, there are just voices on the telephone at best. And that too, we do not always get to hear them! Hutch is a purely impersonal and intangible brand and therefore to create a brand out of that is extremely difficult, and yet Hutch has managed to do it in style. This is so because they have connected beautifully to that something that is fundamental to the human needs. Especially when it comes to technology, consumers want technology to be taught to them in a human language rather than in a technical language, and therefore Hutch has focused on that extremely stripped down form of simplicity in their communication to the consumers. And in the course of time, with the kind of advertising Hutch has done, the kind of art and graphics they have used, in the kind of messages they have chosen to deliver, in what content they have chosen to highlight as messages – all that has created a solid impact with the Hutch consumers.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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