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Time of India
7 days ago
- Business
- Time of India
The longevity game
HighlightsCannes Lions 2025 has introduced a new sub-category for Long-Term Brand Platforms to celebrate brands that demonstrate sustained effectiveness in building equity and loyalty through creative communication over a minimum of three years. Industry leaders highlighted enduring brand platforms such as Dove's 'Real Beauty' and Nike's 'Just Do It', which have maintained relevance and cultural significance through continuous innovation and alignment with evolving societal conversations. The article emphasises the importance of long-term brand strategies, showcasing examples like L'Oréal's 'Because You're Worth It' and Mastercard's 'Priceless', which have created emotional connections and significant cultural impact over decades. At a time when most campaigns vanish with a scroll, Cannes Lions 2025 is placing a spotlight on what endures. It recently announced a new sub-category — Long-Term Brand Platforms — to recognise platforms that show long-term effectiveness in building brand equity, fostering loyalty and delivering business results through continuous, creative communication. To qualify, brands must have been in the market for three years. They must show three or more distinct campaigns as part of an overarching brand strategy . What are some ideas that have stayed beyond the buzz (and CMO tenures)? That have transcended media formats and become a part of culture? We asked industry leaders to name some 'brand platforms' they believe exemplify long-term thinking — creatively, strategically, culturally. Rohan Mehta, CEO, FCB Kinnect Global: In advertising, fame can fade fast. But platforms that build brand equity over time, that's legacy. Dove's 'Real Beauty' platform has endured because it taps into a timeless truth: The gap between self-perception and societal beauty standards. The platform has been responsive to evolving conversations, from body positivity to digital distortion. From 'Reverse Selfie' to 'Detox Your Feed', Dove has kept the work real, emotionally resonant and socially progressive. Nike's 'Just Do It' is one of the longest-running platforms in marketing history, staying relevant through reinvention. 'Dream Crazy' proved it could still challenge and lead —spotlighting athletes who rewrote norms. From [Colin] Kaepernick to kids with prosthetics, each story made 'Just Do It' feel urgent again, for a new generation, in a new world. India: HDFC Bank's 'Vigil Aunty' — a platform we've built — became a cultural utility. Fraud prevention isn't a glamorous brief, yet the platform made cybersecurity street-smart and WhatsApp-forwardable. Overall, these platforms have endured by adding new meaning every year. That's what brand equity looks like when it's earned, not engineered. John Thangaraj, Chief strategy officer, creative and media, Dentsu India Global: Michelob Ultra, a premium American beer brand, that has long been positioned around drinkability with the tagline: 'It's only worth it if you enjoy it'. 'Enjoyment' as space for a beer brand might sound generic — until you see the jaw-dropping work they've put out year after year. Rooted in sport, they have activated everything from the NBA and F1 to tennis. But what makes them a shoo-in at Cannes is how they've done it — using cutting-edge tech to create sporting spectacles that are catnip for award juries. Think McEnroe vs McEnroe, Dreamcaster and my personal favourite, Lap of Legends. India: As cliched as it may sound, it would be Surf's 'Daag Achhe Hain'. In two odd decades, it's become the poster child for culture-led creative consistency. 'Daag Achhe Hain'/ 'Dirt Is Good' has been rendered globally in many ways, yet remains instantly recognisable, which is what makes it so powerful. Their recent 'Guess Who Won' campaign marked a bold shift into serious sport — and it's well worth a look. Satbir Singh, Founder, Global: In an age when most brand campaigns last a mere thumb swipe, some of the world's most iconic brands built themselves on long-lasting platforms. The undisputed heavyweight champion is, of course, Nike's 'Just Do It', running well into four decades. 'Real Beauty' by Dove also comes to mind. McDonald's 'I'm Lovin' It' is another. All these campaigns not only mirrored emerging culture, but created a lot of it. They're part of folklore. India: Fevicol and Cadbury spring to mind. Brand managers and ad execs worldwide have envied these, wishing they could create something this long-lasting. Having worked on Incredible India and Red FM's 'Bajaate Raho!' (both going strong after decades), I'm glad Cannes created this category, especially at a time when many brands are happy settling for 200 LinkedIn likes instead of creating something lasting. Jitender Dabas, CEO, Cheil X Global: It has to be L'Oréal's 'Because You're Worth It'. It's timeless, universal and rooted in a powerful emotional truth. It didn't just sell beauty — it sold self-worth. At a time when advertising spoke to women from a male lens, it handed the microphone back. Over five decades, it's evolved without losing its core, enabling premium positioning, inspiring diverse storytelling and building one of the most enduring emotional bonds in beauty. India: I'd pick Thums Up's 'Taste the Thunder'. It may not always get the same applause as more purpose-driven work, but it's a masterclass in sharp, consistent brand building. It didn't chase global cool — it stayed rooted in the Indian intensity. It has driven business impact. It elevates the product truth and lends itself to inspiring story telling. Vikram Pandey, CCO, Leo South Asia Global: This new sub-category was long overdue. In a world increasingly obsessed with short-term impact and real-time metrics, it's important to pause and recognise the brands that have built more than just equity — they have earned trust, relevance and even created movements. Dove is a textbook example. With its 'Real Beauty' platform launched in 2004, Dove didn't just advertise differently — it redefined the conversation around beauty. What's remarkable is how the brand has managed to evolve the idea without diluting its core purpose. India: Whisper has done something powerful with its long-standing efforts towards keeping girls in school. Be it 'Missing Chapter', which championed inclusion of menstrual education in school, or 'Early Period', which addressed changing period biology by preparing eight-year olds, Whisper has, over the years, balanced purpose with business effectiveness while building one of the biggest platforms to help girls in India complete their education. Brands that manage to move the conversation forward, year after year, show us the real power of sustained creativity. Sarvesh Raikar, President, Lowe Lintas Global: I love Geico's '15 minutes can save you 15%'. On the face of it, it doesn't even feel like a big strategic platform — but just an unusual use of statistic to make everyone relook at the category. It's provided some insanely good creative output over the years. Fresh and disruptive, time and again. It helped Geico become one of the giants in the segment and the line entrenched itself in America's pop culture. Now, what more can you ask for? India: Lifebuoy's handwashing education — 'Help A Child Reach 5' and 'H for Handwashing'. These have helped build the world's largest behaviour change programmes over years. Marketing guru David Aaker called it one of the best in the world. The campaign didn't just impart education, it built awareness around the importance of soap, which is critical for market expansion. It also forged public-private partnerships, secured government participation and brought home fame. While [the characters of] 'Gondappa' and 'Chamki' (Future Child) brought global attention on handwash-preventable deaths under the 'Help A Child Reach 5' umbrella, campaigns like 'H for Handwashing and [pygmy hippo] Moo Deng's 'resignation' evolved the platform to make handwashing an unforgettable habit. Shilpa Sinha, Chief strategy officer, APAC, McCann Worldgroup Global: Mastercard and McDonald's. For more than two decades, both brands have delivered business growth and cultural relevance through timeless platforms rooted in universal human truths and activated in timely, resonant ways. Mastercard's 'Priceless' campaign redefined value by championing moments, experiences, inclusion and human impact — exemplified by 'Where to Settle', which used data to provide life-changing support to displaced refugees. McDonald's 'I'm Lovin' It' remains strategically simple and emotionally compelling upholding feel-good moments, brought to life through contemporary moments today. 'Raise Your Arches' reaffirmed its enduring power through wordless and pure brand coded iconic simplicity.
Time of India
15-05-2025
- Business
- Time of India
Kotler's fifth P: Can it work for brands?
HighlightsPhilip Kotler's four P's of marketing—Product, Price, Place, and Promotion—have long been foundational, but he recently introduced a fifth P: Purpose. Purpose-driven branding can backfire if not aligned with a brand's core values, as demonstrated by Unilever's struggles and Procter & Gamble's Gillette campaign failures. Research indicates that consumer loyalty based on stated social purpose is low, with only 18% of consumers consistently buying from brands for their social initiatives. Successful purpose-driven campaigns, like those by Patagonia and Nike, are rooted in the brand's authentic mission rather than being retrofitted for marketing appeal. Cultural and market-specific sensitivities are crucial; what resonates in one region may fail in another, highlighting the need for careful consideration in purpose-driven messaging. The foundation for all marketing strategies has been the four P's of Philip Kotler : Product, Price, Place, and Promotion. For decades marketers are sworn by his bible, Principles of Marketing Management. Just recently, Kotler has started promoting a fifth P: Purpose. A purpose-driven branding may appeal as noble, is it practical? Brands that had force-fitted purpose into their identity have seen setbacks on bottom-line, probably due to consumer scepticism or brand dilution. Unilever CEO had publicly admitted this as a major issue for under-performance and moved away from the practice. Experience of Gillette and many other brands also paint a picture that purpose cannot find universal application like the other P's. In Kotler's opinion, purpose is about aligning a brand with a higher societal goal such as sustainability , gender equality, or social justice. He argues that today's consumers, especially the Millennials and Gen-Z, prefer brands that stand for something beyond profits. But, purpose cannot be an afterthought or an artificial construct – Consumers can see through that and will quit buying from such brands. Unilever's is a classic example of backfired purpose. Its proclaimed purpose-driven branding under the then-CEO Alan Jope has not delivered results for many of its brands. Seems over-emphasising purpose above business goals is a bad idea. There have been some successes like the Dove's 'Real Beauty' campaign, but this was built organically over time. When the other brands tried to force-fit purpose, confusion and declining profits ensued. Take the example of Hellmann's mayonnaise, which attempted to justify its existence with sustainability messaging. Consumers rightly questioned: 'Do we buy mayonnaise for sustainability?' Unilever's overemphasis on purpose led to investor backlash, with activist investor Terry Smith famously accusing the company for 'losing the plot.' Consequently, they had to scale back the purpose-centric approach after profit margins fell short of expectation. P&G's Gillette experienced the mishap by over-moralising, when it launched its 'The Best Men Can Be' campaign, addressing toxic masculinity. The ad was aimed to redefine masculinity positively. But it alienated a large segment of core consumer base because they saw it as virtue signalling rather than genuine advocacy. When the sales plummeted, they brand quickly recalibrated the messaging. Costly lesson? The purpose must align with core brand values and consumer expectations. Simply put, brands cannot afford to lecture their customers. Similarly, many Indian brands has struggled with purpose-driven messaging. FabIndia faced severe backlash when it tried to market its Diwali collection under the name 'Jashn-e-Riwaaz.' It was trying to be inclusive, but was perceived as an unnecessary deviation from tradition. Tanishq faced controversy when it showcased interfaith marriage – a blasphemy in the New India in the time of Love Jihad rhetoric. The company was forced to withdraw the campaign, of course, causing substantial dilemma for many other brands. Purpose may attract diminishing returns in India. The Western society has evolved into social activism over many years, and deeply ingrained into the social fabric. Indian consumers are more price- and quality-conscious. While ethical business practices matter, over-emphasising purpose can alienate many Indians who look at affordability and reliability first. Is consumer loyalty through purpose a myth? Many marketers, perhaps inspired by Kotler, believe that purpose imbibes deeper consumer loyalty, but research suggests otherwise. A 2021 Forrester survey found that only 18% of consumers consistently buy from brands due to their stated social purpose. Most consumers still evaluate quality, price, and convenience. Purpose-driven messaging might appear inauthentic, and lead to consumer scepticism. Brands like Pepsi (with its failed Kendall Jenner protest ad) have learned this the hard way. Does purpose work for any brand? While purpose has failed for many brands, there are cases where it has worked – but with crucial distinctions. Patagonia, for one, has successfully integrated environmental activism into its brand DNA. The key difference is that sustainability was part of Patagonia's mission from the beginning; it was not retrofitted onto the brand for marketing appeal. Similarly, Nike's advocacy for racial justice has worked because it aligns with the brand's long history of supporting athlete activism. That brings up the question of when Kotler's fifth P works and when it doesn't. Here are four scenarios: Purpose should be organic, not force-fitted: If a brand's core identity doesn't align with a purpose-driven cause, force-fitting it can be detrimental. Hellmann's attempt at sustainability messaging failed because consumers don't associate mayonnaise with ethical consumption, or Vim's #NazariyaBadlo campaign backfired because most Indians culturally don't accept men washing dishes. Purpose should not replace product and profitability: Unilever's experience demonstrates that a brand cannot afford to put purpose over financial performance. Companies exist to generate profits, and consumers buy products primarily for their utility, not their moral stance. Avoid over-moralising and alienating consumers: Gillette's failure shows that if a purpose-driven campaign comes across as judgmental or preachy, it can backfire. Marketers must strike a balance between advocacy and engagement. Market-specific sensitivity matters: As the examples of FabIndia and Tanishq show, cultural and political sensitivities can heavily impact how purpose-driven campaigns are received. What works in one market may fail in another. Kotler's fifth P of Purpose is not inherently flawed, but its indiscriminate application is problematic. If purpose is aligned authentically with a brand's identity, it could work. When purpose is force-fitted, it risks alienating customers. Marketers must remember that consumers buy products for their intrinsic value, not because of a brand's promoted ideology. In the end, the Four P's remain more than sufficient to drive successful marketing strategies; purpose is best left for brands that can genuinely integrate it into their DNA.
Forbes
15-04-2025
- Business
- Forbes
Perfect Isn't Profitable: Why The Smartest Brands Are Embracing Real Smiles (and Real People)
I've been receiving feedback about my smile for more than two decades—unsolicited, often unkind, sometimes truly vile, and always irrelevant to the work I do. I'm not alone. Even in 2025, it seems a woman's appearance is still up for public review, no matter her platform or purpose. And it really does wear you down. But let's park the personal, because this story goes beyond my inbox. There is a significant commercial shift underway—one that rewards authenticity over airbrushing, reality over perfection. And the world's smartest brands are already leaning in. Teeth are more than biology—they're big business. From cosmetic dentistry and whitening products to toothpaste and aligner brands, the global oral care market was valued at over $47 billion in 2023, with projected growth through 2030. But the metrics of what's considered 'desirable' are shifting. Recent research published in Trends in Cognitive Sciences (2024) explored how subtle facial irregularities, including asymmetrical or imperfect smiles, are increasingly being perceived as more trustworthy and emotionally expressive than those associated with cosmetic perfection. While beauty standards remain complex and culturally loaded, there is growing scientific support for the idea that consumers don't just accept imperfection—they respond positively to it. Yet marketing is still catching up. The push for 'real' representation—people of different shapes, sizes, backgrounds, and yes, smiles—has too often been reduced to a temporary campaign strategy rather than a brand foundation. According to a 2023 Creativebrief analysis, many brands are still treating the concept of 'real people' as a gimmick. The piece argues that audiences can sniff out tokenism—and they're turned off by it. When brands use imperfect or 'relatable' casting without depth or narrative substance, it risks appearing inauthentic, especially when the rest of the brand's ecosystem doesn't support those same values. It's a sentiment echoed in a Creative Review case study on Colgate's 'Smile Is Your Superpower' campaign by VML. The brand's commitment to showcasing unretouched smiles—from diverse age groups and ethnicities—wasn't framed as edgy or provocative. It was positioned as human. And that landed. The campaign was praised not just for representation but for consistency—smile diversity was also visible across packaging, influencer strategy, and corporate messaging. In short: it wasn't a campaign, it was a commitment. In a fragmented advertising ecosystem, trust is a currency. And nothing erodes trust faster than inconsistency. The Vox retrospective on Dove's 'Real Beauty' campaign—once groundbreaking—illustrates this well. While it initially challenged industry standards, years later, the same parent company was criticised for selling skin-whitening creams under different brands. Consumers noticed. And they remembered. Today, brands that treat authenticity as an add-on, not a value, will struggle to build long-term loyalty. This is especially true among Gen Z and Gen Alpha, for whom digital literacy and cultural nuance are second nature. Even entertainment is under review. A recent parody sketch on Saturday Night Live (The White Potus) took aim at Aimee Lou Wood, one of the breakout stars of White Lotus 3. Among the cast of characters, hers was the only appearance mocked with exaggerated dental features. The backlash was swift—not just because it was unfunny, but because it felt out of sync with the current cultural mood. Wood's calm rebuttal on social media —'I have big gap teeth, not bad teeth'—was more effective than any punchline. And it underscored a growing reality for content creators and brands alike: appearances are no longer fair game. Satire that relies on visual mockery isn't just tired—it's commercially risky. In fashion and beauty, the stakes are even higher. A consumer base attuned to inclusivity expects more than surface-level casting. They want inclusive sizing and store layouts. They want diverse faces and brand storytelling that reflects lived experience. That includes teeth. Retailers who over-invest in 'aspirational sameness' are already losing market share to challenger brands who celebrate individuality—brands like Glossier, Parade, and even Colgate, which has found a way to make a 200-year-old commodity feel progressive. Authenticity is not about abandoning polish or professionalism. It's about removing the pressure to homogenise. That means featuring smiles with gaps, age lines, and natural variance not as statements, but as standard. And it means investing in campaigns that go beyond token moments to tell real, consistent stories. And of course, this conversation goes far beyond smiles. The push for authenticity must include the full spectrum of human diversity—race, gender identity, disability, age, neurodiversity, and body type. Representation cannot be reduced to a single visible trait. Brands that want to be future-fit must commit to portraying the reality of modern life—not the filtered version. That means inclusive casting, accessible design, and messaging that recognises the complexities of identity. Anything less risks alienating the very consumers they claim to champion. From my own perspective—as a consumer, a broadcaster, and someone who has spent years researching and reporting on the public voice—I can tell you that representation matters. Not for vanity. But for validation. If consumers don't see themselves in your brand, they won't feel seen by your brand. And no matter how glossy the finish, invisibility doesn't sell.
