Tuesday, August 18, 2009
Corporate Signature Tunes
But, what about the rest of the companies, shouldn’t they opt for signature tunes?
Most of the private sector banks, private hospitals play classical music and hotels most often play fusion music on the other hand some offices play whatever music they feel like playing. The corporate sector lacks Signature Tune which will help to identify the brand amongst its stake holders.
Every corporate invests to create a profiling video of their own company, brochures and newsletters to inform about the company, but nobody cares to create signature tune.
The Signature Tune should be played during displaying of the corporate video, played in the background at the workplace, ring tone, waiting tone and caller tone of the phones (mobile/landline), website, TVCs, etc.
This will help to increase the brand awareness and everybody will connect with the brand easily. This has worked for telecom companies and can also work for brands in retail stores where there is consumer walk-in.
Signature Tunes will open a new field of advertising and connecting to the stakeholders.
Thursday, March 12, 2009
Hospitals care about brand building too
Branding initiatives in the healthcare industry are getting an emphasis they’ve never had before. So, you have pamphlets on preventive healthcare from the neighborhood clinic, advertisements of a new facility at a big hospital in the city, and health tips on radio sponsored by another hospital. Health care providers are are going all out to make sure their respective brands stay in people’s minds by doing sponsored events, banners and audio-visual ads.
"Brand conveys trust and that is more important in this industry than in any other
Manipal Health System MD R Basil says: “Our external branding is directed at specific groups — doctors, corporate houses, insurance companies, students and general public. We conduct continuous medical education programmes on the latest in each speciality and what the hospital is doing in that field. We also use the reminder media like radio and traffic canopies to remind people about help numbers.”
With a budget of Rs 6 crore for mass media promotions, Apollo Hospitals carries out campaigns through the print, radio and TV media on preventive healthcare, Mr Jalan says. “We have not been very aggressive in the conventional mass media advertising.
But we do have commercials promoting preventive health care, and to advertise technological breakthroughs or a new facility at the hospital,” he says. For Wockhardt, promotions are not done on an on-going basis but are event-based, Wockhardt Hospitals CEO Vishal Bali says. “In
Delhi-based Max Healthcare conducts doctor-driven customer meeting events and has in the market a pre-paid health check-up package, which together give mileage to the brand name, Max Healthcare director, sales & marketing, Sanjay Rai says.