Brand new lock

We’ve seen Vodafone going through a massive exercise, we recently saw Ceat going through a painful exercise, and softly, quietly, like the brand its always been, Godrej has unveiled its new look recently.

Godrej, for me, has been about locks. That’s the product in which I’ve seen the logo the maximum number of times. Although Cinthol happened to come a close second. (Cinthol has also gone in for an entire rebranding exrecise, about which i wrote earlier.) The Godrej TVC is decently executed, with the brand shown as shaking off a stern fuddy duddy image and moving onto a more ‘likeable’ and trendy avtar. The total spend on this exercise seems to be in the tune of Rs.30 crore. But are they making better locks now might be a badly timed question, i guess.

I’ve always wondered about the kind of money that brands spend on such exercises. The attempt is obviously to change the perception about itself in the consumer’s mindspace. But how much care do they take to ensure that the attitude change percolates down to the lowest level, and specifically the departments that interface with the customer? And as a customer, do i really expect the Vodafone employee to suddenly become chirpier and more pleasing in their interactions after their new customer care ads? The other point is that I rarely have that interaction because i can do all the things that needs to be done through the net. Similar is the case, with say, financial products.

When i see a Shoppers Stop, a Megamart, all changing their colors/looks/shapes and going for a complete overhaul, and spending massive amounts of money and energy on these efforts, I always wonder whether the end customer really cares about it at all. Is ‘rebranding’ an exercise that’s done when brands get tired of the % off, new schemes and other tacticals and have no more stories to keep themselves relevant in the mind of the consumer? More importantly, in a constantly changing landscape, where one wrong YouTube video can wreck your brand’s image , should you be putting such a lot of eggs in one basket? Shouldn’t the focus be on customer touchpoints, be it real or virtual?

until next time, kuch to log kahenge, logo ka kaam hai kehna šŸ™‚


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