Know-How Exchange : Advertising/PR

Hi,

Thanks for the responses. my client is vodafone and they want to do branding activity not specific for any services or product. Need to do a brand buildup activity which includes radio innovation along with or support of on-ground activity as well. Their TG is all masses. Need some out of bound branding activity. PLZ suggest I am short of time.

Dear divya.ya,

Vodafone? As in ... the British telecommunications giant that owns of 45 percent of Verizon Wireless here in the
United States?

And they want to do outbound branding that's "not specific" and that's aimed at "all masses"?

I'm tempted here to ask where, geographically speaking, Vodafone plan on unleashing this strategy.

However, the "where" is not important. What's of greater importance here is:

1., this plan is not branding—its advertising,

and

2. (and more importantly) it won't work.

Two years ago I'd have been shy about saying what I'm about to say. But that was then, this is now. I'll gladly tell their head of marketing why their strategy (outlined above) won't work and, for a fee, I'll tell them what will.

Gary Bloomer
Princeton, NJ, USA