Skip to main content

Breakthology

Breakthology is a venture of Tarunjit Singh Bachcher, a top organisation performance coach in India. Good to see the shiny new website of Breakthology.

Hutch Brand Makeover to Vodafone still incomplete

In the last ten days or so, we have seen a spate of ads, on TV, Billboards etc announcing the rebranding of Indian Telecom operator Hutch to Vodafone. Newspapers have been talking about the huge sums that has been marked for this transformation.This NDTV report event mentions about a sum of 300 crore being earmarked for this brand makeover.The entire campaign, including creative is very tasteful and simple.The blitz appears so pervasive.

However, there is branding in nooks and crannies, which is still to be done.

Look at the network signature of a visitor who visited this space last night from a handheld device on Hutch network.The network is still identified as Hutch.

Don't blame the brand managers though, this is one space that they may not think much about(or know about). Don't blame the network guys either, they are not incharge of the brand. It just goes onto show that such mammoth brand makeovers have more dimensions than a brand manager can possibly think about.

Comments

Anonymous said…
very true, rajesh.

besides the ads and what you've mentioned, there's a whole lot of other hurdles of the web these guys will have to tackle.

i've written a bit about it myself this morning on my blog. do check it out at www.noshtradamus.com
ranjit nair said…
Yep..its a bit like my 5 yr old cousin still screamin Abdul Kalam when asked who India's president is . Changes always take some time to become all pervasive, especially when it doesnt make too much sense for the common man.
Rajesh Kumar said…
@Ranjit: This was an example of a big bang change not creeping change as it happened in case of Lenovo.

Mark my words. One day the marketer would discover this space and then start buying and selling this space too, I mean don't they buy and sell any writable space which can be seen?!

I know it myself. Studied marketing 2 years!!

Popular posts from this blog

FINALLY, WHO WON GOOGLE WORDMASTERS CONTEST?

Google organized Wordmasters Challenge in several cities in India recently (30th September,2006). Word is that close to 3000 people participated in this event.
(See Harshad's report on the event here) The winners are supposed to be declared today.Wonder who won it and what did the winning entries look like. Does anyone have a clue on this?

Updated:Nov 9 , 2006:I just decided to send a self-addressed-stamped envelope to Google. If and when I get a response, I will update this post.

Updated:Nov 16 , 2006: One week and no response received. Yes, a self-addressed stamped envelope with a covering note was indeed sent to Google's Bangalore office on the address specified in the event leaflet. Snailmailed on 9th Nov. So much for the mission to organise the world's information and make it accessible to everyone :)

Updated: Nov 29, 2006: I did send a second letter to Google, this time by courier, assuming the previous postal mail failed to reach them. The contents of my letter to Googl…

हिन्दी लेखन

हिन्दी लिखना एक टेढी खीर से कम नहीं, ऐसी आम धारणा है। किन्तु क्या आपने प्रयास भी किया क्या? मैंने हाल में गूगल पर ढूंढा तो पाया कि कुछ अच्छे साइट हैं जहाँ आपकी मदद की सहज व्यवस्था है। रमण कौल की साइट सराहनीय है।यदि हिन्दी लिखना चाहते हों, तो यहाँ जाँए।

TOI Chennai Launch - How would the Hindu react?

Of course this post is speculative in nature but then isn't that the case with lot of things :)

The question is, how will market leader the Hindu react to the Times of India's proposed launch in Chennai:

Do nothing, no one can shake me - 0% probability.
Do nothing on the surface, work on the distribution control - 10 % probability.Start outdoors before the TOI does, buy hoarding spaces - moderate probability.Go for a drastic price cut and start a price war - almost certain to happen ( Do remember price positioning is not good but then you just lost the chance)Make the paper better - which means not saying a leading star hotel in Nungambakkam but saying Taj Coromandal instead- 10 % probability.Start publishing more color photos- 50 % probability.
In all we would be keen to watch whether the Hindu would adopt a defensive strategy and try to save the turf or a very aggressive strategy and try to kill the new edition of the TOI. And how about no strategy as a strategy?