The Brand Called "YOU"..........

When was the last time you really thought about launching a product.
Leave aside the MBA classes where you thought being in the position of a CEO and everything can be imagined and left for the market, just imagine yourself stuck in a situation to launch a product.

A unique project has come up which is all about launching a new product.
The Product has to compete with TATA's Wiron and Kamdhenu's Wirebond.
We are working on creating a complete "Brand Manual" for the same.
Met some really really awesome guys; whoever said that real learning happens in the field said it so true.
It's 46 Degree temprature out here, and me ( Brand Manager) along with my team  is going on a ride at 1:00 PM-6:00 PM, meeting distributors and Dealers researching on what are the words which click most with this Product.
Using couple of tools of Qualitative Research, mainly Projective Techniques, we are trying to figure out the Brand essence and its elements.
 Now this product is used to Tie TMT bars before they are concretized with cement.


Guess what?? A dedicated team of a very Big agency actually two of them from Mumbai and Delhi made a pitch to us ( I won't name them ) for our account.

And what they had to offer. Read On.....one has suggested that we must name it something like a process of Relationship, or they see the product as "Indian Women tieing thread around Bargad"( Bargad is a Type of tree) as a faith.
One agency from delhi talked to a dealer in Delhi and had done a research on the product category.
How Dumb??( a small dealer in Delhi sells 1000 tons in a Month while a big Dealer of SEC B town like ours sells 1000 tons in whole Year, how can they be compared?)
Really these agencies at times do not understand the product at all.
One tag line offered was- "Rishtoon ke Bandhan", while second offered was-" Peedhiyoon ke rishte"


We bid them our good bye for now and the assignment came to My team.
After smiling a lot throughout the day in the presentation

We set out for our research.

Now the opportunities which we got were like this
1. Think what name can be associated with a product which is used to Bind the TMT bars in construction.
2. It usually is sold in loose quantities and is called as "KAALA TAAR", as in Black Wire.
3. No we cannot use the name "Kaala Taar" because when we will launch it in South, it wont Gel.
4. We have to leverage the brand name "GOEL's" the owner of the product.

We used projective techniques and with our "Cheat Sheet"Guess what we Found.

The buyer of this product is not the end customer but the labor who uses this. At times the "THEKEDAAR"
( a person who acts as liasoning between the house/building maker and the laborors.)
For them the only criteria for buying this product as they mentioned it was
It has to be "Patla and Mulayam" means it must be "Thin and soft" because they twist it with their own hands while construction.

So now we have the whole lot of data which we will process...........but Agencies must really gear up for such projects.

Now the Idea and the Catch:

Imagine you are a Brand yourself. And you have been given a chance to launch yourself again.
What will be your elements.
Will you like to be known as honest, true, sexy, charming, classy etc etc

By what words must people associate you?
 "Wow", "Abey Phir aa gaya", Chal na Bey", or something else.

What will be your Brand Identity?

Yes really think about it, and do let me know if you require any help.
Launch yourself....... The Brand You.