Hutch uses those small things as advertising messages, which people would normally not perceive as useful. Take
the case of Hutch’s 3 different plans, where they launched the concept of tariff sizes – Small, Medium and Large – to make the process of choosing a relevant tariff plan simple. Here too, instead of telling in detail about the plan, in their communiqué they just divided the tariffs according to people who talk a lot, who talk little and who talk very little, and that becomes the basis of their advertising. Simplicity of the communication is what Hutch displays. Hutch is therefore a perfect example of how the purity of a brand, viz, understanding of what constitutes a brand is displayed greatly over a large span of time, and that too in a category that is extremely difficult. So, I think the lesson one draws from brands like Hutch is that building brands is all about building a virtual world for consumers who want to stay in it and which has a system of beliefs that one wants to belong to. Brands are places built, where one wants voluntary belongingness. It’s almost like creating a habitat for people to feel comfortable, to feel happy and to desire. And I think it is understanding these intangible aspects of a brand that is most essential. An understanding that brands have a responsibility for not just quality and not just providing the benefit, which is what many classical marketing theories say, but much more than that the brands need to provide a sense of belonging and an emotional space needs to be created. Brands need to have their own distinctive worldview and language, which allows them to be both accessible and distinctive.
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Source : IIPM Editorial, 2008
the case of Hutch’s 3 different plans, where they launched the concept of tariff sizes – Small, Medium and Large – to make the process of choosing a relevant tariff plan simple. Here too, instead of telling in detail about the plan, in their communiqué they just divided the tariffs according to people who talk a lot, who talk little and who talk very little, and that becomes the basis of their advertising. Simplicity of the communication is what Hutch displays. Hutch is therefore a perfect example of how the purity of a brand, viz, understanding of what constitutes a brand is displayed greatly over a large span of time, and that too in a category that is extremely difficult. So, I think the lesson one draws from brands like Hutch is that building brands is all about building a virtual world for consumers who want to stay in it and which has a system of beliefs that one wants to belong to. Brands are places built, where one wants voluntary belongingness. It’s almost like creating a habitat for people to feel comfortable, to feel happy and to desire. And I think it is understanding these intangible aspects of a brand that is most essential. An understanding that brands have a responsibility for not just quality and not just providing the benefit, which is what many classical marketing theories say, but much more than that the brands need to provide a sense of belonging and an emotional space needs to be created. Brands need to have their own distinctive worldview and language, which allows them to be both accessible and distinctive.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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