In an er
a ruled by the service industry and where ‘people’ are becoming a company’s chief asset, branding through employees is the next big thing that is attracting attention in the communications business. Consider any sector – IT and Technology (HCL), automobiles (General Motors, Maruti), Petrochemicals (Shell), banking (CitiFinancials) or even conglomerates like the Aditya Birla Group, almost every biggie out there is busy demonstrating their precious nest eggs (read employees) to rake in the moolah. Not that the ‘flaunt your employee’ concept in itself is very new or innovative. Ads flashing company employees, as the brand ambassador is an excellent trust building exercise which has been doing the rounds since ages. The colonel of KFC is as famous as the crunchy chicken wings itself. When Pepsi and Maruti were facing challenges in the Indian market, they both roped in their top most honchos to appear in ads and be the voice of the company. What adds credibility to such ads is the believability factor. It’s easy to believe the promise of an MD than the promise made by a well known model who knows zilch about the basis for the promises made by the company and extravagantly reproduces the words put into his mouth by creative honchos. K.V. Sridhar from Leo Burnett sheds more light on the topic.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
a ruled by the service industry and where ‘people’ are becoming a company’s chief asset, branding through employees is the next big thing that is attracting attention in the communications business. Consider any sector – IT and Technology (HCL), automobiles (General Motors, Maruti), Petrochemicals (Shell), banking (CitiFinancials) or even conglomerates like the Aditya Birla Group, almost every biggie out there is busy demonstrating their precious nest eggs (read employees) to rake in the moolah. Not that the ‘flaunt your employee’ concept in itself is very new or innovative. Ads flashing company employees, as the brand ambassador is an excellent trust building exercise which has been doing the rounds since ages. The colonel of KFC is as famous as the crunchy chicken wings itself. When Pepsi and Maruti were facing challenges in the Indian market, they both roped in their top most honchos to appear in ads and be the voice of the company. What adds credibility to such ads is the believability factor. It’s easy to believe the promise of an MD than the promise made by a well known model who knows zilch about the basis for the promises made by the company and extravagantly reproduces the words put into his mouth by creative honchos. K.V. Sridhar from Leo Burnett sheds more light on the topic.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
No comments:
Post a Comment