Differentiation is very vital to Products and Brand promotion. In the clutter of the competitive promotional material one might come up with something that is catchy and appealing BUT what if in all the creativity and styling the name of your product is lost!!I have seen this happening with some product lines and its a very frustrating and sad feeling to see the target audience get all excited with the feel and attitude that the promo elicited but when at the time of purchase it is...."What was the name of the product?"...SHIT!
Two product lines that i can think of off-hand are the car-bikes and home paints line!
One can get over a defective copy by correcting it but what does one do when all the products of a certain genre present themselves in the same manner...how does one remember one from the other? That is what i mean by "Differentiation"
There are exceptions of course and kudos to them but largely the home paint
brigade comes up with very subtle campaigns that emote well and may even connect well but there is no differentiation even with a celebrity endorser! Which brand does Amitabh Bachchan promote- Asian, Berger or Nerolac? What about Saif Ali Khan?...Which paint does he ask you to buy? Who says "Aapko banaye Style icon"? and who says "Is Ghar mein koi rehta hai"?
brigade comes up with very subtle campaigns that emote well and may even connect well but there is no differentiation even with a celebrity endorser! Which brand does Amitabh Bachchan promote- Asian, Berger or Nerolac? What about Saif Ali Khan?...Which paint does he ask you to buy? Who says "Aapko banaye Style icon"? and who says "Is Ghar mein koi rehta hai"?Its a very frustrating and disastrous feeling for a promoter to know that his ad has enticed the viewer to go out there and buy the product but the same buyer does not recollect the name of the product. However the long awaited decision to paint the house has been taken, the paint suggested by the counter guy is finalised!
I thus 
believe that for this problem the solution needs to be very direct and simple- a jingle, a phrase, a catch line or an anthem that punches in the name of the paint aggresively so that the viewer not only grasps the mood, feel and attitude of your product but most importantly also grasps your name!!
believe that for this problem the solution needs to be very direct and simple- a jingle, a phrase, a catch line or an anthem that punches in the name of the paint aggresively so that the viewer not only grasps the mood, feel and attitude of your product but most importantly also grasps your name!!Remember- "The Raymonds Man"...says it all, hey?
Don't ask...Whats in a Name?...Everything is!
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