MxMIndia

Tag: Michelin

  • It's too early to make anything out of it, writes Vikas Mehta. Even the critique that its not Indian is hollow, he adds

    Air India- let’s not confuse logo with a mascot

     

     

    With apologies to none at all

     

    By Vikas Mehta

     

    Vikas MehtaOk, let’s begin with a question. What is the current Air India logo before the unveiling of the new logo? Simple question and the answer should be simple too. While we are all ranting about the new logo or mourning the demise of the Air India Maharaja, we must not forget to compare like to like.

    Let’s get this very clear. Maharaja is not the current Air India logo. It never was. At best you can call it a mascot. I would prefer to call it brand personification. Every mascot, be it the Asian Paint Gattu or the Amul girl or KFC Colonel Sanders or the Michelin man for Michelin Tyres were not brand logos but mascots. Amul’s logo is the way it writes Amul in a distinct registered typeface. McDonald’s logo is its famous M arch. But its mascot is the clown, Ronald McDonald which you will find outside its outlets. Duracell Bunny is its mascot. Not its logo.

    Below are some examples of logos and some examples of mascot of the same brands.

    So, what is the difference between the two and can they be used interchangeably?

    Let’s dive in.

    Simply put, the logo is the identity of the company. It’s a reminder of the brand or company. The name. The mascot defines the value, personality and sometimes even the culture of the company. In a way, a mascot is the extension of a logo. Many companies incorporate the logo in the mascot or make it a part of it. KFC is a good example of the same. So is the Duracell bunny.

    Earlier, brands strived to have a mascot. Even in India, MRF had the muscle man. Cherry Charlie for Cherry Blossom shoe polish. Asian Paints Gattu. Air India Maharaja. These mascots told a story. They were the brand personified. Gattu was the personification of Asian Paints. It was a mischievous boy, maybe a brat who could not stop painting. And in old ads, Gattu painted anywhere. Even used a bald man’s pate. And the tag line that went with Gattu was ‘any surface that needs painting needs Asian Paints’.

    In India, all these mascots worked because the also transcended the literacy barrier. Specially in rural areas Gattu, MRF Muscle man etc stood out as they identified a brand and also what the brand stood for.

    But we must not forget that for all brands with a brand mascot, there were always two elements to play with. Twin identities. One was the brand logo. In many cases it was just the way the brand was written, with a tag line. And the second was the brand mascot. As media proliferation started and media started becoming more expensive with a premium on space or time, something had to give. Mostly, it was the mascot. Because the logo was the brand identity. Indispensable. And over a period of time most brand logos were just the way you write the brand. No separate design element also.

    So, coming back to my initial question. What was the last Air India logo? And in categories like airlines, logos become more important because that’s what you see on the planes. The airlines is recognised by its logo. Air India also went through various logo transformations. I think its most famous logo was the centaur.

    And its last logo, which is in current use, is the swan with the konark wheel inside it. Remember this?

    The new design that Air India has released is therefore a replacement of the same. The vista along with the way Air India is going to be written now is the new logo of Air India. It is not replacing the Maharaja. For all you know, the brand may continue to use the Maharaja as a property in a limited way. Or maybe a different version of the Maharaja which imbibes the thinking behind the new logo.

    I raise this point because I was dismayed to see not just marketing pundits but even national media announcing the death of the Maharaja when the new logo was unveiled. It may still happen. But it will not happen because a new logo has been designed. It’s not about a logo vs a mascot.

    And let’s not forget another point. Logo is not just a design to be seen in isolation. Logo cannot be judged immediately just because of a design element. Logo is what the company makes of it. And it evolves, registers and rules, over a period of time.

    The famous Nike swoosh. When Nike launched it, it was not exactly the current design but close to it. It evolved to what it is today. I am sure, if it was presented to the world then it would have met with outrage as a failed design. Nike was the name of the Greek goddess of victory. So, what had the swoosh to do with that? What Nike did over a period of time was identify the swoosh with its tagline, “Just do it”. Indeed, today the logo is so strongly identified with the brand that the brand name is not necessary when the logo of swoosh is around. Even Nike outlets today just have the swoosh logo outside. The brand name sometimes appears very discreetly in a small corner. Who would have thought of it, then? As I said, it’s what you make of the logo.

    Or take Apple. Imagine calling a technology company with the name of a fruit. And that too a half-eaten one! But today, Apple is the ultimate in technology and design. And the Apple logo is ubiquitous. Indeed, it’s so famous that in India I have seen the logo being used by even a potato chip manufacturer and as a garment brand too. This logo also evolved and was used in an iconic way on its products too. The logo is so important that a cursory check on Amazon and Flipkart reveal that most of the iphone covers have a punch at the back which reveal the logo. Full covers or covers without the punch are not many. For, who would want to own a iPhone without flaunting its logo. I am also amused that Apple still gives in its product boxes 2 stickers of its logo. And people use it. On their laptop bags, back packs, indeed even on cars and scooters. Again, it’s what you make of the logo.

    I would therefore not pass any judgment on the vista logo. It’s too early to make anything out of it. Even the critique that it’s not Indian is hollow. The brand is owned by a private company. It no more represents India. It’s as private or global as is British Airways or Air France. Why should it stick to representing India?

    How will Tatas use the logo? Will they be more creative with it? Will they strive to make it standout? Or will they just let it be one anonymous airline logo? Indigo has done very well with its logo of the dots as a plane, its typeface and the colour indigo.

     

    Indeed, even its airline code. It’s not 6E. It’s to be read as sexy. And all that has contributed to the brand personality. But that story is for another day.

    The ball is now squarely in Air India’s court to make the new logo count.

     

  • As per Havas group’s just-released Havas CX study

    Customer satisfaction dips for Indian brands

     

     

    By Our Staff

     

    Havas CX, the Havas Group’s global customer experience network, has launched the X Index Report 2022. The report indicates that trust, inclusivity, always being of service, and going above and beyond are now major factors in creating the most meaningful customer experience.

     

    According to the X Index India report parameters, the #1 brand is Apple followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat, Cult.fit, Michelin and JBL.

     

    Fifty leading brands across 13 categories including retail, fashion, financial services, automotive, entertainment, hospitality, beauty, health, and more were studied from India for the recent study. What’s interesting is that among the six countries also surveyed a year earlier, only India registered a lower overall score in 2021 compared with 2020. The higher scores in the other five markets (China, France, Portugal, UK, and the US) point to rising satisfaction with the customer experience. What this means is that while most geographies were able to leverage the new normal to cement their CX and deliver on consumers’ rising expectations, Indian brands were not as agile to keep up with the rising expectations. This makes it even more critical for Indian brands to now recognise that customer experience is synonymous with brand experience.

     

    For the second consecutive year, brand image has emerged as the strongest competitor to the X Index, representing 46% of India’s score. This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX.

     

    Despite heavy customer experience investments by brands, there’s still room for improvement with only a global average of 40% of consumers thinking the brands they interact with are “cantered on their needs as a customer.” This year’s research reveals that increased consumer expectations around trust, sustainability, and inclusivity are now impacting the evaluation of customer experience, with brands being assessed on the concrete actions they deliver to create a welcoming experience for all – shifting the traditional idea of customer experience to citizen experience.

     

    Said Prashant Tekwani, EVP & Business Head, Havas CX India & Havas Worldwide, West: “The pandemic has brought about a sea-change in consumer shopping behaviour. Brands now need to evolve their thinking from customer experience to citizen experience by making seamlessness and inclusivity their priority. According to the latest X Index report, India is the only country to register a lower overall score in 2021 in comparison to 2020. There is a gap that needs addressing for brands in India to score high in the CX journey. This shows how the understanding of the evolving expectation of the consumers is critical to maintaining the health of CX, growth and brand imagery. While meeting functional criteria around seamlessness, simplicity, and efficient customer service, brands must also go the extra mile to make a lasting impression in their customers’ minds.”

     

    Added Sumeer Mathur, National Strategy Head & Managing Partner, Havas Worldwide India: “Interestingly, out of all the parameters that we measure to arrive at a final score, the Brand image has emerged as the strongest contributor to the X Index, representing 46% of India’s score. This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX. Conversely, it could also mean that Indian brands are under leveraging other parameters and relying too heavily on the brand image alone to determine the customer experience.”

     

    The X Index identified four key principles to create a best-in-class citizen experience:

     

    Trust comes first: Brand trust is the most powerful denominator around the globe in the customer journey. Brands build trust by keeping their commitments to customers and being there in times of crisis. For example, brands that optimized their shopping experience during the COVID-19 pandemic saw better results; these optimizations included moving many traditionally in-person services online (consultations, etc.), and taking advantage of new platforms to integrate community building and social components. Brands also build trust with transparent business practices and by making commitments to social causes.

     

    Build an all-inclusive experience: For customer experience to become a citizen experience, brands must be inclusive. According to the X Index, consumers evaluate brands at every step of the journey, including the way they treat their frontline employees, foster inclusivity and break taboos in representation and marketing. Inclusivity also means enabling customers to participate in a community, with some brands introducing forums, clubs, and apps for customers to connect and interact with each other.

     

    Always be of service: Customer service is now defined by the speed of reaction to customer demands. It is one of the key discriminating factors. In addition, when it comes to staff and salespeople, consumers not only expect them to be efficient but also knowledgeable.

     

    Provide for the age of extra: When it comes to satisfying customers, going the extra mile is of paramount importance for brands. A key part of going above and beyond in making sure the experience feels extra personal.