Chlorophyll celebrates 15th year, discusses 'The corporate brand is the new product brand'
Marking its 15th anniversary, chlorophyll, one of the known and oldest Brand & Communications Consultancy conducted a panel discussion on the subject, “The corporate brand is the new product brand”, fundamentally encouraging discussion on the trend of corporate brands explaining what they stand for.
Chlorophyll that was launched in 1999, on the day of the 15th anniversary also launched a new brand named 1+99 which offers service design as a cutting-edge concept. The panel discussion was moderated by Anand Halve, one of the finest research minds in India and author of three books, Planning for Power Advertising: recommened as course material in Indian Institute of Management, Ahmedabad; AdKatha: a history of advertising and Darwin's Brands, Adapting for success.
“We at Chlorophyll since the start believed in brand creation; creating a new brand from scratch; brand transformation; changing an existing brand; brand translation and adapting international brands to India,” said, Anand Halve, co-founder chlorophyll, pioneer of account and brand planning.
Sharing his thoughts on the same and speaking about how Bennett Coleman still remains a lesser known brand than its publications like the Times of India, Economic Times etc, Dhariwal said, “While TOI has consumer-connect and stands for a meaning for the users, Bennett Coleman does not really have that direct connect. Thus, we decided to find this as a common DNA that runs through the group –correctly called as the Times Group, since Times is the best known brand of the parent company, by both our consumers and advertisers. Thus, leveraging that phenomenon, we have aptly chosen to name our other ventures as Times OOH, Times Internet, Times Education, etc so as to build and strengthen the connect ‘brand Times’ has, and not haring the business at Bennett and Coleman. However, all the outfits under the Bennett & Coleman umbrella reflect what the parent company stands for – credibility, trust-worthy, clarity in ideology, liberty to practice business traits etc, understand consumer needs and cater to them etc. Thus, I believe that while we have been able to build such an illustrious journey for company, a lot of credit may go to brand – Times than what corporate brand Bennett & Coleman would have done in this time frame”.
Thomas added another dimension to the discussion by elaborating on how branding ensures better value for the company through better demand from customers as well as better sourcing from suppliers and how in India the majority still perceives branding to be a largely FMCG concept.
The discussion took some twists and turns with some interesting questions from the audience as well and some condensed answers from the panellists. The hobnobbing continued long after the panel discussion ended.
Chlorophyll even awarded its long-time team members with some light-hearted awards.