Find SVP

ever puzzled by countless ads, ever increasing size of newspaper, channels, websites when a common man is inundated with so much information ...well that served as a business model for a company: Find SVP


An Information clearing house named Find SVP has built a thriving business in 20 Centuries on the promise that less information can be More Information.

Mapping Brand Equity

In the quest of understanding Brand Equity, here is what I had been thinking from long time and Sunil Alagh lecture in a seminar sparked off some more focus and clarity on the way in my understanding.

These are applicable to both B2B and B2C sectors.

A Brand can be said to be a bundle of two things: A Product and Emotional linkages to consumers.

The diagram on left shows three positions that a brand can be perceived in market.

1: Too good product but bad in terms of emotional appeal in consumers (example could be Air India promising a great experience and the recent adverts of a pilot sitting with a girl , well as of now everybody knows its not there and communicating what is not there before you ensure consumers expereince it is deadly)

2. A company / brand which people can relate very easily and commands a good deal of loyalty in consumers but launches something with bad content and the product generally flops despite a good taking in the beginning (Ex: Pepsi launching Pepsi Blue)

3. Balance between Product and Perceptions: generally perceptions carrying sucessful product (Ideal case) Orange in UK (not Indian Orange brand)

Example of Mobile Industry (Global). These is my understanding.

now its open for debates and discussions .

Kodak: Identity Changed

On January 6, 2006, at the International Consumer Electronics Show in Las vegas.
This new look moves the Kodak name out of the traditional yellow box, giving it a more contemporary design, a streamlined rounded look and distinctive letters. This introduction is the latest step in the company's broad brand transformation effort, which reflects the multi-industry, digital imaging leader Kodak has become."

Another source reports that "This 'Brand Transformation' project appears to have originated from the long term relationship with Ogilvy. Clear tangible guidelines never seemed to materialize but there were plenty of interim guidelines that came in the form of vague short paged pdfs; each progressively spoke in more detail about a new visual style." The source notes that "Kodak is a traditionally slow moving organization with large marketing and communication divisions."

In an internal January 9 memo, CMO Carl Gustin recognizes the need now to move a little faster: "We are working quickly to update our guidelines, policies and practices. This is a major change with a lot of work yet to be done. We chose to reveal the wordmark without the completed 'rulebook' because it was ready and it was time to go!"
Source:http://www.identityworks.com