Durable familiars of the Big Apple skyline

Fads come and go, but classic fashion and style seem to either stay the same or recycle themselves from time to time. Let us look around and try to find similar examples in the Indian market. Perhaps, the most famous brands that have held on their logos over the years are Bata, Tata (now reverting to the standard `old time classic’ logo with the A as an inverted V), the Life Insurance Corporation and, not to be forgotten, Godrej, in the old familiar script! Going beyond logos, let us consider why ads in the NYT have paper have remained `frozen’ in time lock? I think not. Is it because advertisers have somehow lost touch with their changing consumers and stayed stuck in time? Once again, I think not. Or as it because these smart operators have realised that some things do stay on, almost for forever? I think yes.

Perhaps, I had failed to mention that most of the ads I am talking about today are retailer ads intended to create traffic for the store. Very often, the merchandise featured in the advertising will be well-known brands, but the setting will be in the style of the specific store. The general impression and overall impact will be clearly connected with the particular retailer. For example, an ad for a Clinque promotion by Macys will look different from a Clinque promotion ad run by Saks or Bloomingdale.

In this manner, the advertiser makes sure that their customers clearly identify the offer with the brand and the retailer. In an extremely competitive market, such as the US, the Customer is truly king/queen. Every attempt is made, in every way, to keep the buyer happy to make sure he/she comes back, again and again and again. The store, generally part of a larger chain of stores, works hard to create and protect a unique place in thecustomers’ hearts and minds.

An important tool in doing this is advertising. And an important factor in retaining customer goodwill is tradition. Yes, tradition that acts in so many hidden ways to reinforce brand loyalty and customer affiliation. Just think of how you and your parents before you have stayed with the same newspaper for so many years. How often do you believe a successful newspaper changes its masthead design? very rarely, if ever.