Scott Goodson, founder and chairman, StrawberryFrog, the New York-based ad agency that has created Mahindra’s new ‘Rise’ positioning, explained why corporate brands from developing markets that are going global need to take a closer look at themselves.
"With countries like India, China and Brazil coming in line, the world will be introduced to a lot of new names. Will your growing company break through? It's easier and cheaper today, less tomorrow. The fragmentation and dysfunction of the global market has created tremendous opportunity for new brands to establish beachheads, build advocates and challenge the status quo in the US, Europe and Latin America,” he said.
He added that like Mahindra’s ‘Rise’ was not an advertising tagline but a motto denoting a cultural movement, brands looking at the global opportunity would need to connect beyond TV advertising. “A cultural movement strategy helps you move beyond a product brand or a portfolio brand to build relationships with consumers based on shared values. This increases loyalty among existing consumers, and also attracts new consumers who might not want the product you're currently selling but they buy into the movement so when a product that suits them comes along, they are already belonging to your cultural movement,” he said. “Cultural movements are about belonging, relevance, engagement, and cultural cache.”
He put it as a choice for corporate brands. “You either choose to manage a complex portfolio of product brands that trade on price, product and usage, or you leapfrog and take a page out of Apple's book.
You define and clarify one strategy then focus on sparking a movement. You build a name that stands for one idea on the rise in culture, which is universally relevant. Then you grow globally.”