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4 Reasons Why Brand Strategy is Important for Your Company

Brand strategy is such an understated word. As marketers, we sometimes truly do not understand the full extent of the word and often abuse it. Strategy is the overall game plan to reach a long-term goal. For brands, these goals could be anything from increasing brand awareness to expanding market share. A strategy would be the outline of the plan on how to reach these goals. All other decisions taken by your marketing department or company are sub-plans of this grand plan. The brands you love and admire the most have a clear-cut strategy on how to make you, their loyal customers, engage with them on a constant basis.

Strategy is often viewed suspiciously by key decision makers. Often marketing managers state the word strategy is used by agencies to offer unnecessary additional ( and billable) service. A brand strategy is not something to be ignored or taken lightly. In fact, here are four  most important reasons why every company should have a well-defined  strategy:

[su_heading size=”15″]1. Strategy is vital in shaping how your customers perceive your brand[/su_heading]customer

 

Your strategy is the master plan and the bedrock on which all decisions pertaining to your brand is based on. Strategy builds on your company’s vision, mission and values and makes sure these are incorporated in every decision made by the company. Strategy makes you look at your brand’s origins and compels you to question why your brand started out in the first place.

 

[su_heading size=”15″] 2. A well-developed strategy saves time, effort and money[/su_heading]

time-and-money

 

If your long- term goal was a destination, then your strategy is the route to get to that final destination. Your brand strategy will tell you how to reach those goals related to your brand. A thorough strategy will guide your employees in every brand-related task they carry out – from the layout of your website to how you answer calls from customers. This means employees do not diverge from your overall plans and goals when making decisions. Also, your company does not lose effort in bringing unfocused employee activities back to the original plan.

 

[su_heading size=”15″] 3. Strategy gives your company and employees a sense of purpose and motivation[/su_heading]

employees

 

Once a strategy is formulated, you and your employees know what to achieve and how to achieve it. I t is now clearer and easier to create smaller goals and tasks, in line with your strategy, to reach your final goal. Your employees will now be more focused, and this enables everyone in the department (and even in the organisation) to work towards the same objectives. As a result, all customer touchpoints provide a consistent message about your brand. This consistency ensures that customers know what to expect when they interact with your brands – this puts customers at ease and increases brand awareness and loyalty.

 

[su_heading size=”15″] 4. A brand strategy is more than just the visuals[/su_heading]

visual-identity

 

Just like how your brand is something more than the logo and the colours, a strategy is more than choosing this logo and colour palette. A brand strategy is the plan to make sure your customers (both existing and potential) view your brand in the way you desire.

Simply having a strategy does not guarantee your goals will be met. Apart from being goal-centric, your strategy must be customer-oriented. In the end, your brand is how your customers experience it.Additionally, all decisions derived from the strategy should also be goal and customer focused. A strategy is something you should be spending a substantial amount of time on. And remember, always stay true to your company values and mission to develop an authentic strategy.

4 Creative Social Media Brand Updates During Super Bowl Sunday

Like a champion is crowned at every Super Bowl, brands also win big with their Super Bowl commercials that are aired at increasingly high priced TV ad slots. But in the age of social media, both big and small brands can score a touchdown on Super Bowl Sunday. An estimated 78% of consumers engage on social media while watching the annual championship game of the National Football League (NFL). So let us scroll back to 4 ingenious social media posts by brands, during the most-watched television broadcast in America.

 

Doritos

The flavoured tortilla chips brand bought tickets for fans and created a large Dorito-shaped section in one of the end-zones in the stadium. Then they tweeted about it.

 

Cheerios

The cereal brand saved an image for just the right moment, which happened to be the game-ending interception at Super Bowl XLIX.

 

Oreo

When the stadium experienced a blackout during Super Bowl XLVII, the sandwich cookie brand sent a tweet to capitalize on the unfortunate turn of events; and became massively popular on social media.

 

Captain America: The Winter Soldier

Marvel Cinematic Universe used this screen grab from their upcoming movie, which mirrors the rough tackles and fouls of gridiron football.

This year, as the American Football Conference (AFC) champion New England Patriots battle it out with the National Football Conference (NFC) champion Atlanta Falcons at Super Bowl 51 for the Vince Lombardi Trophy, brands will line up their social media posts to get in front of a large audience and be the next viral marketing benchmarks.

From Prada to Nada: Top 5 brands who bid farewell to the Super Bowl 2017

It’s the Super Bowl weekend. For marketing geeks around the world, it’s Christmas. Forget the game, forget the players, forget the half-time performers. Let’s focus on the real stars of the show – the ads.

Super Bowl ads are nothing short of legendary. The biggest agencies are hired, the biggest budgets are flaunted, the biggest Hollywood stars are displayed, TV ratings average 100 million views. So, everyone wants to be part of the action, right? Wrong. The numbers just do not add up anymore. The price tag for the 30 seconds slot has increased from $4.2 million in 2014 to $5.5 million in 2017. Meanwhile, viewership has taken a tumble. After a constant increase of nearly 3 million viewers from previous years, the Super Bowl is once again showing signs of declining TV ratings. In 2015, there were more than 114 million viewers. This reduced to 111.9 million in 2016.

While some brands will make a Super Bowl debut in 2017, the longest tenants are vacating. Here are the top 5 brands who won’t be showing up for the Super Bowl 2017:

  • Toyota
  • Visa
  • Doritos
  • Mini USA
  • Heinz

Dorito does not seem to be the only brand which parent company Frito-Lays is pulling out of the Super Bowl. It’s Crash the Super Bowl contest was aimed to democratise ad selection process: instead of boring old ad executives, general masses were given the power to choose works from independent filmmakers. Would a pull-out mean Frito-Lays has fully democratised the process?

While American and German automobile brands will be revving up their engines for the Super Bowl 2017, Japanese favourite Toyota will be ending their 5-year annual attendance. Lack of product launch around this time for this year has been cited as the main reason. For strategic purposes, all new product launches are to take place during late spring or early summer.

Visa has rolled back its association with The Big Game. You won’t be seeing any more cute little children asking cute little questions to NFL legend Ray Lewis as seen in the brand’s 2016 ad campaign. All you will see now is the payment option on the online checkout page for the NFL Shop.

Perhaps the general trend of reducing expenditures on traditional advertising mediums has finally caught up with the Super Bowl. Unless a brand is mentioned in listings of top Super Bowl ads on various platforms, the results of advertising on the Super Bowl are dismissive and definitely not worth the few million dollars per 30 seconds slot. Irrespective of this, there are still brands out there which have yet to experience airing their ads to more than 100 million viewers at one go. As long as there is demand, the $5 million price tag will always be around the Big Game.

 

Susanna Mamen

Brand Strategist

Fascinating Holiday Brand Campaigns of 2016

Every holiday season, countless businesses mobilize to cash in on the spending frenzy, with holiday marketing and promotional campaigns. And some brands create lovely and heart-warming video ads that catch our attention because they tend to remind us of something.

Our criteria for this collection is purely based on creative storytelling, because they delighted, inspired and touched us. Congratulations to all the agencies and brands listed here, for showcasing brilliant advertising in the 2016 festival season.

 

Buster The Boxer – John Lewis 

The ad features Buster the dog, a family, and the neighbourhood’s wildlife. A virtual reality version of the advert was recreated in the upmarket department store’s flagship Oxford Street store. John Lewis also sold plush toy versions of the featured animals, woodland animal-themed children’s books, pyjamas and trampoline. The retailer has said that 10% of all toy sales will be given to the country’s Wildlife Trusts charities.

Client: John Lewis  |  Agency: adam&eveDDB

 

Frankie’s Holiday – Apple

The ad shows Frankenstein, long confined to his secluded mountain cabin, extending a festive olive branch to the neighbouring villagers in the form of a classic holiday tune. It serves as a reminder that holidays aren’t just for friends and family; they’re about opening our hearts to everyone. This ad limits product placement to a single iPhone 7 with Voice Memos being used to record a small music box.

Client: Apple | Agency: TBWA

 

A Coke for Christmas – Coca-Cola

This commercial was released in Spain and is part of the soft drinks giant’s biggest Christmas campaign in five years, which included the Coca-Cola truck touring the UK. The spot features a young boy spreading festive cheer by giving Coke bottles to the likes of his dad, mum and a hard-working shop assistant.

Client: Coca-Cola  |  Agency: Sra. Rushmore, Madrid

 

Adik – Malaysia Airlines

The national carrier wanted to send a heartfelt message to Malaysians preparing to visit their villages for the Eid festivities – ‘Love knows no boundaries’. This commercial with the hashtag #BolehAdikIkut shows Adik – the family cat, initially unable to go to the family’s hometown despite much persuasion from the daughter. At first, audiences would think Adik refers to her little brother, which keeps us guessing why she continues requesting her parents. In the end, the airline makes it possible to reunite the little owner with her pet cat.

Client: Malaysia Airlines   |  Agency: M&C Saatchi

 

Ginger Deer – Lowe’s 

The ad features a gingerbread man with antlers that doesn’t fit in with the rest of the cookies. He tries hard to find his own way, eventually showing the rest of the cookies that his uniqueness is what makes him special, and is welcomed by fellow gingerbread characters.

Client: Lowe’s  |  Agency: BBDO New York

 

Be Present – Huawei 

This commercial was released in Israel, and shows a family suffering from a serious lack of communication and personal contact, busy working on their electronic devices – a real problem in today’s fast-paced world. Encouraging families and friends around the world to put down their tablets, laptops and phones this Christmas, the advert finishes with the message – ‘We know that it’s easy to get carried away by our great smartphones, but once a year put them aside and Be Present. Make the special moment possible.’

Client: Huawei  Agency: LH-TBWA, Yehud

 

English for Beginners – Allegro 

This commercial by Polish online auction website Allegro, about an elderly man’s determination to learn English, is both funny and moving. We’re not sure what his objective is, until when he travels to England to meet his granddaughter for the first time. The families of nearly 1 million Polish people, who migrate to the United Kingdom in search of a job, share the same experience of overcoming obstacles to reunite with their loved ones living far away.

Client: Allegro  |  Agency: Bardzo, Warsaw

 

Home For Christmas – Waitrose

This commercial by the British supermarket chain focuses on the extraordinary annual winter migration of a Scandinavian robin, as it battles against weather conditions, high seas, hawks and exhaustion, to reach its preferred British garden to find food, warmer climes and a breeding partner. The idea is that the robin acts as a metaphor for the journeys we all make to be with our families and friends at Christmas; the efforts we take in getting home to connect with loved ones, the joy of welcoming guests and enjoying the best food and drink.

Client: Waitrose | Agency: adam&eveDDB

 

Holiday – Audi 

https://www.youtube.com/watch?v=BL2lJyQAlCs

This commercial promotes the ‘Season of Audi Sales Event’, which occurs every holiday season, when the car maker will pay the first month’s lease payment on select new Audi models.

Client: Audi | Agency: MediaCom

 

Together – Vodafone 

https://www.youtube.com/watch?v=W7vv5EteYPc

The ad shows a mother and her children waiting on Christmas eve for their firefighter father to come home after work, for the traditional Christmas family dinner. But he informs them that he’s caught up on duty. So the family takes the Xmas décor and dinner to the fire station, where the family is united. They set up the décor and have the Christmas dinner along with his colleagues.

Client: Vodafone | Agency: Grey London

Year in Review 2016 | A snapshot of an year at Whyletz

2016 has been a wonderful year at Whyletz. When we look back, it clearly shows the miles we’ve passed in the 365 days; when we look back. Looking back to 1st January, we are proud about this amazing journey.

Here is a snapshot of 2016 at Whyletz.

Every brand is a shining star. And in the wide sky of business, brands those shine well only get noticed. Our 2016 started with ‘We are Starmakers’ Campaign.

 

starmakers-campaign

Ajmal completed his internship in branding design with us. Here is the farewell to him.

 

Product shoot for Kerala’s leading PVC pipe brand happened in January

 

Books are favourites all the time. And we make sure our team will get the best resources in time. Here are some arrivals to our library.

 

Here we build brands with the utmost care and perfection with a personal touch. Like pottery, we are potters of brands. We thought of making itself as the theme of an office art. Lola is finishing her art piece portraying the theme of Whyletz.

 

We love art and creativity. And our team is good in the craft. Our associated product brand ‘ThinkinPark’ introduced hand-crafted ‘Full Moon’ notebook series. Our team is busy making it.

 

 

Whyletz started as a brand on 1st March 2011. And today is the 5th Anniversary of Whyletz. Here we celebrate!

Getting ready for 5th anniversary. #5YearsofWhyletzing

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5!

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Born for brands. Team Whyletz 2016 Photoshoot in April.

 

Arabian Travel Market in Dubai is the market leading, international travel & tourism event unlocking the business potential within the Middle East. It was an awesome experience to see the global travel trends and opportunities.

 

Yatrachef delivers food at your seat when you travel with Indian Railways. Here is the package design we did for them

 

Whyletz Ifthar party for this Ramadan.

 

Whyletz team attends ‘Digital, Mobile, Social: Lessons for artist and other creatives’ Workshop by Sree Sreenivasan; Organized by Kochi Muziris Biennale Foundation

This Onam, we recreated the happiest maavelinaad through illustration. And here is a look back to our Onam celebrations.

 

Our onasadya 😊

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Team at Kerala Travel Mart 2016

At #Keralatravelmart2016 #ktm2016 #Kerala #travel #tourism #incredibleindia

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Whyletz blog is selected into the list of Top 100 Branding Blogs on the web.

 

Whyletz has been the design and community partner for 1st MPowered Summit in Dubai

 

Client site visit. WIP – Orchid Village by Caletal Developers

Team presence in Global Islamic Economy Summit in Dubai

regram @ajvaseem @whyletz_ team at #GIES2016

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Attending 36th GITEX Technology Week in Dubai

Dubai Police.

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Whyletz CEO attends one of the world’s biggest technology conference Web Summit 2016 in Lisbon

Ronaldinho and Luis Figo on stage! @websummit #WebSummit #Lisbon

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So let's start. @websummit #websummit2016 #websummit #eurotrip

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Coffee with @facebook #websummit

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Architect student Viswesh Warrier completes his internship with us on branding and design.

 

via GIPHY

The story behind Uber’s bits and atoms

When asked about the (old) Uber logo yesterday, the CEO and co-founder Travis Kalanick commented : “Have you ever looked at someone’s hairstyle and thought ‘Oh my, you peaked in the 1990s?'”

The company had got a new brand identity and has updated the App icons. The new logo as described by the CEO Mr. Kalanick, himself, is “at once more grounded and elevated.” Compared to the previous logotype, there’s tighter text spacing, heavier letter weights and the curves at the left tip of the letter U and the right tip of letter R is gone. “Some might say it’s less fussy (in part because we have cut the curls, our 1990s hairstyle),” Mr. Kalanick wrote.

Our new look and feel celebrates both our technology and the cities we serve.
This updated design reflects where we’ve been, and where we’re headed. The Uber you know isn’t changing, our brand is just catching up to who we already were.
Travis Kalanick, CEO

Uber_Rebranding_Whyletz_Blog   Uber_Rebranding_Whyletz_Blog

The bolder, more substantial logo is meant to make it more visible from afar and reflect Uber’s maturity as a company.

Along with the new wordmark, the company has dropped the “U” from its app symbol, replacing it with a white circle that partially encloses.

Uber_Rebranding_Whyletz_Blog2     Uber_Rebranding_Whyletz_Blog3The design has philosophical origins: the square represents a “bit,” while the circle depicts an “atom”. “The unique aspect of Uber is that we exist in the physical world,” Mr. Kalanick explained. “We exist in the place where bits and atoms come together. That is Uber. We are not just technology but technology that moves cities and their citizens.”

That “bit” will also be a running theme in Uber’s partner apps, as seen in the hexagonal shape that encloses a square for the driver logo.

The new identity also introduces much more colour to the brand. Whereas before it was simply black and white a lil bit of blue, it now features a more vibrant palette and patterns, all of which will be localized and tailored to each country Uber serves. Uber, being a transportation network woven intot he fabric of cities, there is a drastic change from the black and white Uber. After months researching on textures, art, fashion, architecture, people and a lot more, specific to the cities, Uber came up with attractive geometric patterns and bright colours.

china_Uber_Rebranding_Whyletz_Blog

China

india_Uber_Rebranding_Whyletz_Blog

India

ireland_Uber_Rebranding_Whyletz_Blog

Ireland

mexico_Uber_Rebranding_Whyletz_Blog

Mexico
Uber on!