PK Anil Kumar’s Post

Branding is unnecessary. Content cannot help small businesses. We are not fans of businesses who feel this way. We think growing Indian businesses can leverage the power of content better than large brands. When you are in the process of finding yourself, you see things you never knew existed. Here’s a first of many examples of what we can do for your brand. We saw this brief and thought of Naagin sauces: A hot sauce that wants to pitch only one feature to customers - we are dangerously hot. Flaming red hot. Mikhel Rajani, Arjun Rastogi, Kshitij Neelakantan and the Naagin team - what do you think? Stay tuned for more ideas that ring bells, by Brand Ding #specad

Wahter is not just a resource; it's a transformative media space. By choosing water as your canvas, you not only capture more eyeballs but become a part of a cause that resonates globally.  Thank you ET BrandEquity for the feature. . . . #marketingdynamics #brandevolution #futureofbranding #marketingmovement #wahterevolution #newwaveofbranding

Once in a while, a brand makes a risky marketing move and turns heads. This is the success story of one such brand. Liquid Death has carved a unique niche in the beverage industry by shredding the rulebook of marketing. Instead of serene mountain imagery and promises of purity, they've embraced a metal aesthetic, complete with skull logos and a dark, humorous "Murder Your Thirst" tagline. Liquid Death uses a beer can like design to attract: • Sober adults: To avoid awkwardness by holding a can that resembles beer, quelling unwanted questions. • Teens: To feel cool and grown-up with an "edgy" drink they can legally purchase. • Heavy metal/rock fans: Likes the brand's vibe and the can blends in at concerts. • Energy Drinkers: Gets a healthier option without losing the "cool" factor. By leveraging social media with edgy content and environmental initiatives, Liquid Death has transformed water – the most basic beverage – into a cult favorite, proving that even the most established categories can be upended with a bold marketing strategy. #LiquidDeath #InnovationInBeverage #SustainableBusiness #ViralMarketing #IndustryDisruption #MurderYourThirst #DeathToPlastic #ChristianSoza #JamesLoera

Once in a while, a brand makes a risky marketing move and turns heads. This is the success story of one such brand. Liquid Death has carved a unique niche in the beverage industry by shredding the rulebook of marketing. Instead of serene mountain imagery and promises of purity, they've embraced a metal aesthetic, complete with skull logos and a dark, humorous "Murder Your Thirst" tagline. Liquid Death uses a beer can like design to attract: • Sober adults: To avoid awkwardness by holding a can that resembles beer, quelling unwanted questions. • Teens: To feel cool and grown-up with an "edgy" drink they can legally purchase. • Heavy metal/rock fans: Likes the brand's vibe and the can blends in at concerts. • Energy Drinkers: Gets a healthier option without losing the "cool" factor. By leveraging social media with edgy content and environmental initiatives, Liquid Death has transformed water – the most basic beverage – into a cult favorite, proving that even the most established categories can be upended with a bold marketing strategy. #LiquidDeath #InnovationInBeverage #SustainableBusiness #ViralMarketing #IndustryDisruption #MurderYourThirst #DeathToPlastic #ChristianSoza #JamesLoera

SCIENCE BEING THE SLOGAN FEBRUARY 8, 2016 DAN LEWIS Morton Salt was founded in 1848, originally selling salt, but it morphed into a salt manufacturer in 1910. Its logo and slogan, developed shortly thereafter, are a little strange for a salt company, though. The slogan, “when it rains, it pours,” seems like a bad thing — rain isn’t the most pleasant of weather and a downpour is even worse. The logo doesn’t help: it depicts a girl in yellow, holding an umbrella that is shielding her from the rain — but she’s spilling the salt she is carrying under her left arm. Why would a company want to be affiliated with a wet mess? Well, it didn’t. Morton Salt wanted to be known for a scientific breakthrough that we now take for granted: a salt shaker that works when it’s rainy out. Let’s start with the problem. Take some salt, get it just a little wet (really, a drop will do), and you’ll see that it cakes together. That’s bad if you’re in the table salt business, as clumpy salt doesn’t pour very easily. The obvious solution is to keep the salt dry, but that’s harder than you’d think. Regular old table salt is hygroscopic; “because of the net positive charge of its chemical components, or ions, it can attract atmospheric water, which has a net negative charge.” In other words, when it’s humid out, salt clumps. And when the weather is rainy, it’s humid. Or, as salt users the world over used to observe, when it rained outside, the salt inside wouldn’t pour — it had clumped together too much. In 1910 or 1911, Morton came up with a solution: adding magnesium carbonate, a compound that absorbed the water molecules and kept the salt grains from caking. This gave Morton a competitive advantage, and they wanted to let the world know. As Morton’s corporate website explains, they took out ads in Good Housekeeping magazine touting their superior salt. The original copy for the ad read “even in rainy weather, it [the salt] flows freely,” and once some wordsmiths got involved, it became “when it rains, it pours.” The girl under the umbrella told the story visually — any other brand of salt, positioned similarly during a rain storm, would hardly have flown out of the container. The logo and slogan are showing a breakthrough in salt science — one hailed by consumers. Even a century later, Morton Salt is North America’s most popular salt brand. Even today, Morton and many other table salt brands add something to their product to prevent the caking problem, although the additive is now commonly calcium silicate. It basically does the same thing as magnesium carbonate — but, as Wikipedia notes, is also used “as a safe alternative to asbestos for high-temperature insulation materials,” in case you were wondering!!! End

Once in a while, a brand makes a risky marketing move and turns heads. This is the success story of one such brand. Liquid Death has carved a unique niche in the beverage industry by shredding the rulebook of marketing. Instead of serene mountain imagery and promises of purity, they've embraced a metal aesthetic, complete with skull logos and a dark, humorous "Murder Your Thirst" tagline. Liquid Death uses a beer can like design to attract: Sober adults: To avoid awkwardness by holding a can that resembles beer, quelling unwanted questions. Teens: To feel cool and grown-up with an "edgy" drink they can legally purchase. Heavy metal/rock fans: Likes the brand's vibe and the can blends in at concerts. Energy Drinkers: Gets a healthier option without losing the "cool" factor. By leveraging social media with edgy content and environmental initiatives, Liquid Death has transformed water – the most basic beverage – into a cult favorite, proving that even the most established categories can be upended with a bold marketing strategy. #LiquidDeath #InnovationInBeverage #SustainableBusiness #ViralMarketing #IndustryDisruption #MurderYourThirst #DeathToPlastic #ChristianSoza #James Loera

Another month, another water bottle! 💦 AirUp is a German water bottle brand with an interesting premise: making water 'tastier' using just scent, not any flavor-enhancing additives. Scent is definitely an interesting tactic to make people drink more water, though quite a few reviews of AirUp claim that the product pitch really doesn't add up and that the so-called scent-based 'flavor' (for which you need to keep on buying 'flavor pods') isn't as exciting as the brand claims. To show that people drink more water because of Air Up, the brand has chosen an incredibly bizarre route: the more water that people drink (thanks to Air Up) the more they pee! To me, it looks like Air Up's choice of creative logic- more water because of Air Up = more peeing is done more for bringing up the provocative imagery of a water (bottle) brand placing itself next to peeing than actual contextual value. Which sane marketing/brand manager would put a water bottle and toilet together in marketing material? And because it hasn't been done, it stands out. Guess sometimes you have to be bold and whacky enough! #marketing #branding #campaign

Rs.199 for a branded coconut. How amazing is that? That's for you to decide. What caught my eye wasn't the price, but the sheer amount of people clicking pictures with their coconuts. It was selling like hot cakes! On an ordinary day, good chance that just the health conscious ones think about having coconut water but the elegant appeal drew so many customers to their kiosk. This hype underscores that if you engineer something aesthetic enough, it will sell. Branding is no longer just for high end products, it's legit for everything in the market. #branding #marketing

I bought an $11 bottle of body wash because of its packaging. And I need to talk about it. In what can only be described as an act of pure brilliance, Native - a brand selling natural hygiene and beauty products, explained what each item means in its list of ingredients. I can not tell you how long I’ve tried to understand what the ever loving f*ck some of these words meant as I desperately scanned ingredient lists, looking for something that sounds like it might not kill me in the long-term. I mean, what even is Cocamidopropyl Betaine. It’s a cleanser derived from coconut oil. Native put it right on the label. Not only is their brand voice fun and conversational, the company is literally reading our minds. This is a case study in amazing branding. Also, now I get to smell like coconut and vanilla. It’s a win-win.  __ Follow me for more content writing tips and the occasional grammatical hot take.