colour logos on the print ads

This story traces back to my Marketing days (1998) when I implemented the highly successful and acknowledged marketing launch of Foster’s Lager in India.Having started my roots in advertising, it was a dream come true to get the opportunity to convert those “powerpoint ideas” into actual reality!One of the memorable learnings and point of view that I had adopted was how to market more “authentically” - by sensitizing your brand language to the language of the consumer.One of those instances was the usage of the Brand logo.

I noticed that most marketers were obsessed with their own logos and frantically try to occupy as much logo space as possible! A popular avenue to market and connect with consumers was sponsorships and events and everyone would try and get “pouring rights” at the venue in return for a liberal splashing of logos all over and the pat in the back status of “sponsored by …”We begged to differ. Whenever I tied up with an event ( for example the Bombay Times party that time). I insisted on Foster’s pint bottles to be served directly ( no glasses) – so one would see the brand being consumed and I was very shy of “the sponsor status” – because I felt that people should believe that the brand is being served on its own right not just because its some freebie ! “Let them at atleast think the organizers bought the beer !” is what I would say !

I used to get calls from media companies to “sponsor” some film publicity. I would not see any relevance connect and ask “ what’s in it for me ?”“We will put your colour logos on the print ads”.“Ok – what If I don’t want the logos, what do I get ?

“ You don’t want your logo ? ! “ followed by stunned silence !

Another memorable instance was when my agency ( one of the absolute top notch creative powerhouse ones today) came with t-shirt designs for our Foster’s campaign ( How to Speak Australian). Because I want people to actually wear these t-shirts when they go out – not sleep in them or give them to their drivers as they would not like to become walking hoardings !”

I refused to relent. Amusingly,  this issue escalated to top management and of course being the client, I won, but it was so so funny ( agency fighting with client to keep a logo !)On sponsored programs on TV, I would shy away from the “associate sponsor” status. “We have got the status of associate sponsor in spite of paying much less monies – we must flaunt it !”“How does that matter to my consumer ?” was what I would say.So, maybe at that time those were dismissed as my marketing eccentricities, but today I realize the value of being objectively connected with the “consumer” and walk his talk, rather than confusing between EGO and LOGO .