Product Push

There are some companies and products that are not merely proper nouns. They are common nouns and, more importantly, verbs, like Xerox, Google and FedEx, which are a measure of their success. To a lot of people Colgate is toothpaste and toothpaste is colgate (a common noun, hence the small c). After reaching this status, even a small enterprise can become the owner of a brand that is worth millions.

Take the case of Sony - known as an electronics company - which progressed in the '80s and '90s to become a global brand. The company manufactures televisions, computers, cameras and is even involved in gaming. Most people will identify it first as a good brand and then build the electronics connect.

"That move is a subtle one and it is where branding consultants can play a major role in creating a certain holistic image for a brand," explains Prof Ashok Ranchhod, director, Mudra Institute of Communications, Ahmedabad, who has done consulting work on branding and marketing for Philips, IBM, Titan and Malaysian Airlines, among others. "The development of a brand helped change Sony's fortunes when it entered the games market."

"A branding consultant's role straddles commercial, market opportunity, consumer connect and future scenarios," says Viren Razdan, MD India, Inter Brand, which is behind names like Barclays, McDonald's, Godrej, GE, Porsche, Videocon, and Oxfam. "A branding consultant creates, manages or alters the brand's construct and path. Each of the recommendations covers the entire gamut defining the brand, its business, its character, its architecture and how it would engage internally and externally," says Razdan.

If you have passion for the work dealing with multiple industries, the scope "becomes unlimited", says Sanjay Thapar, group president, north and east, Ogilvy & Mather.

Razdan talks about the ‘pros' of the profession. "The variables that play a role in a product/service/company brand are immensely diverse. The consultant's job to be able to immerse himself/ herself completely and then view the analysis objectively becomes a challenge. The opportunity to work across categories in-depth is a fantastic experience," he says.

A postgraduate degree or diploma in general management, marketing, communication studies, or advertising can prepare you for this. However, the choice of training depends on the track you wish to take with brand consulting - account management, creative and planning.

Razdan elaborates. "Typically, there are various disciplines within a brand consultancy, especially at Interbrand: valuation, analytics, brand strategy and creative services," he says.

As evident, the streams require a certain kind of disposition. Razdan adds, "Degrees or diplomas prepare you at a generalist's level. However, while seeking to engage in a specific assignment, skills and competencies best suited for that domain matter. Being ‘passionate' about a specific domain/interest would be a highlight. What would the aspirant want to passionately follow?"

 

Author: Rahat Bano (HT Horizons)

Date: 8th October, 2010

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