‘India must change its brand image’

Acknowledged the world over as a branding strategist, Martin Lindstrom has been the founder and CEO of BBDO Interactive Asia and co-founder of BBDO Interactive Europe. He is also the author of best selling books Brand Sense and buyology, in which he has outlined revolutionary theories about sensory research and global branding. In a freewheeling interview with SHANTANU GUHA RAY, Lindstrom spoke frankly about the strengths and weakness of Brand India and about his personal approach to build a global brand in India. Excerpts:

Where’s advertising in India? What would you change if you get a chance to improve India’s image and erase the holy cow, sadhus, exotic Varanasi, and the Taj stereotypes?
Let’s be frank. India has an exotic, chaotic and schizophrenic image. There is no doubt that the government-run campaign has done a great job in fulfilling the exotic part of the image. However, India has a terrible reputation regarding sanitary and health based issues — many tourists are afraid of visiting the country because of the bacteria. India needs to spend considerable time on fixing this problem — the problem is not only a perception concern, but a reality concern. Most people who have visited India have stories about how they became sick: this needs to change in order to really attract a high volume of people.

So, instead of using money on marketing and branding, I’d suggest that very strict (McDonald’s-like) criteria are introduced in all five, four and three star hotels in India — sanitary criteria that ensure that tourists feel ‘safe’ and return to their homeland with good memories rather than of being sick. I know it sounds strange to say this — but the reality about branding is that it is a waste of money to brand things which are not solid — and this particular issue is today such a major hurdle in putting India truly on the global map that it has to be fixed first.

What would work for the masses? A ruling coalition had shaped the India Shining campaign but lost an election because the nation rejected it.
The trick is to develop a brand which everyone can see themselves ‘in’, meaning a brand that everyone feels fits them, which has an image they like and aspire to. Harry Potter is a great example: both adults and children like it; it almost has two different tracks, each appealing perfectly to their audience. That is the reason why it has been so successful.

Personally, I think India has some amazing core values that would work well in order to build a brand — Gandhi and his core values are very close to many people’s values. That’s the kind of value I think brands could be inspired by. Indians also have a great sense of humour and this should most definitely be integrated into the branding strategy. Is it possible? You bet it is!

Perceptions work on a high in India. When Coke said Thanda Matlab Coca Cola, it found a great positioning. But if I were to offer you an assignment on behalf of a group keen to bring in Wal-Mart, how would you convince owners of India's mom and pop stores about Wal-Mart's presence and the impact of its business?
I would cooperate with the mom and pop stores. I think this discipline is so unique for India that Wal-Mart has to work with them, and not delete them as the local population, in principle, is them. If they’re crushed, the audience is crushed. I would probably customise a special concept for India where Wal- Mart somehow leveraged their expertise and integrated this into the stores. The one thing I wouldn’t do is just to forget them, as this would destroy the Wal- Mart brand totally. Remember, Wal- Mart has closed down in several markets — so they’re not bulletproof.

In the last few years, Indian campaigns have made a decent enough impact at Cannes. Any specific ones that caught your imagination?
I think some of the work LOWE did was great — their work on Coke was excellent —and really captured the spirit of India.

How are Mirror Neurons working in today’s advertising?
Steve Jobs played on it (probably without even being aware of it) by inventing the ipod ear plugs in white — they stood out — and suddenly, cool people began wearing them, thus influencing he rest of the world to imitate them. That’s mirror neurons in action. But mirror neurons can also be used for local actions. I’d introduce local rituals in India — tied up with a brand — ensuring that whenever you use a certain brand you use it in a certain way — and thus create a trend.

You once wrote: “Advertising can learn a lot from the young people queued up conveniently outside nightclubs for anthropological observation”. Please explain.
There are several thoughts linked to this remark. First, many nightclubs around the world are empty inside — but have long lines outside. The trick of creating popularity by letting people line up is interesting — brands can learn from that — by not making a product too accessible.

Second, what goes on outside a club is amazing, the clothing, the dialogue, the trends, the way they use their mobile phones — this is where people meet, show off, compete and display themselves. This is where trends like wearing a belt outside your shirt, or underwear above your pants are born. A great way to learn what really goes on among the audience.

You linked people’s perception and imitation when you saw hip boys in New York and Sydney dressed nattily but showing off their underpants.
Back to the mirror neurons — this is the reason why it happens. We imitate because we are insecure — we want someone to look up to — and thus this is where brands have a role to play.

As margins shrink across the globe and agencies rejig figures to stay afloat, can creative hot shops survive in the future?
Oh yes — very much so — and it is already happening — and I would claim that Indian workshops or individuals in the future have a great chance to create a name for themselves and supply services to the rest of the world. Those days where only ad agencies could do the work are long gone.

Despite loads of research, campaigns still fall flat on their faces. Is it time to push a car campaign on a crowded road and not on an empty highway?
This is where Buy-ology (Lindstrom’s latest book reveals the results of a threeyear study of buyers using brain scan technology) comes into the picture — here we’re looking into the subconscious mind. For the first time, we have managed to secure an impressive insight into what really goes on in our minds when we’re buying brands. Campaigns don’t work today because their message is targeting the rational part of the brain — unfortunately this is only 15 percent of our mind. The rest takes place in our subconscious part: this is where the future battle will take place.

Name some of your best campaigns.
I mean best campaigns, right?

1. Apple — Imagine

2. Absolut Vodka, The Absolut Bottle, TBWA, 1981

3. Volkswagen, “Think Small”, Doyle Dane Bernbach, 1959

4. DeBeers, “A diamond is forever”, NW Ayer & Son, 1948

5. Avis, “We try harder”, Doyle Dane Bernbach, 1963

6. Pepsi-Cola, “The Pepsi generation”, Batton, Barton, Durstine & Osborn, 1964

7. Energizer, The Energizer Bunny, Chiat/Day, 1989

8. M&Ms, “Melts in your mouth, not in your hands”, Ted Bates & Co., 1954

9. Gillette — the best a man can get 10. BMW, “The ultimate driving machine”, Ammirati & Puris, 1975