Sweet Tips and Tricks for Effective Branding

Cognitively branding is actually the interplay of Creative manipulation to draw attention. but that's just a hook. What happens next is getting it all put up in a creative way as to induce some reaction through the affective modes.

 

This is what we need to understand by tips and tricks -

 

cognitive - mental/ cognition/ thinking 
Affective - emotional input
Conative - acting out

 

Think, feel and act. Whenever you encounter any branding or marketing campaigns these three aspects are involved. The interplay of these three play a dominant role in putting your branding experience to create a height of engagement.

 

Kuch meetha Ho Jaaye campaign by Cadbury uses the tri-pronged approach of cognitively associating the common aspect of having small celebrations with anything sweet. The affective effect is the response of relating to that particular sentiment. Conative behaviour is that the people are actually replacing chocolate with me because small celebrations need small speed moments. However, did you notice a subtle shift? ‘Kuch Meetha ho jaaye’ is now replaced with ‘Kuch Accha Ho Jaaye’ - 

 

https://www.youtube.com/watch?v=HctFehbv8-E

 

This year being their 70th year anniversary in India, Cadbury added a good word along with the sweetness campaign that they have been running for long. Will this connect with the audience? Of course! Indians are known to put goodness and sweetness in all their assurances and positive vibes and Cadbury has tuned it to their advantage. This new campaign by Ogilvy India has certainly tied itself to a long run campaign that’s consistent and constant to its value driven emotional contexts.

 

To put it this way, a great and overwhelming advertisement for branding actually does this; it is ever enduring and connects across every aspect of life in a sweet way.

 

Do you recall or recollect any such branding experience?