How does your mind perceive brands?
I know, I know, it's been quite some time since I posted something. But hey, it's better late than never. So let's start with today's post - how does your mind perceive brands? But before I start, let me first pitch a couple of lines to you. I'm taking Shark Tank India's example to illustrate my points.
- Hamaare aaj ke pitchers karenge pooree koshish sharks ka vishvaas jeetne ki, dekhte hai inhee Acko insurance trusted ideas ko (Translation: Our today's pitchers will try their best to win the trust of the sharks, let's see these Acko insurance trusted ideas)
- Aaj Acko insurance ki taraf se hum dekhenge ki kaise hamaare pitchers ne jeeta trust hamaare sharks ka (Translation: Today on behalf of Acko insurance we will see how our pitchers won the trust of our sharks.)
- Hamaare aaj ke pitchers karenge pooree koshish sharks ka vishvaas jeetne ki, dekhte hai inme se kaun hoga Acko insurance trusted idea (Translation: Our today's pitchers will try their best to win the trust of the sharks, let's see which will be the Acko insurance trusted idea.)
You must have heard one of these opening lines in every episode of Shark Tank India, the Indian franchise of the American show Shark Tank where entrepreneurs pitch their ideas and raise investment against the equity in their venture. Every episode starts off with the host saying one of these lines with Acko banner in the background, but what's the intention behind this?
These are not merely the opening lines of the show, these are much more than that. It's about the brand (Acko Insurance) and the value (Trust) they want to be associated with, see the
bold words in all those three lines. It's a subtle, yet clever, brand marketing strategy because they don't want to explicitly tell you
Hey! We are Acko Insurance and we are a trusted brand, rather they want you to automatically think that Acko Insurance is a trusted brand, a brand you can always rely on. And that's why we see a big Acko Insurance banner in the background and the host always emphasizes the words
Acko Insurance and
Trust in those opening lines at the start of the show. So the next time you hear the word
Acko Insurance, your should automatically think of Trust, that's the goal.
But the question is, why do they want to be associated with trust before anything else? The answer is simple, Acko is a general insurance company and trust is the baseline for all insurance companies. Think about it for a second, whenever you purchase an insurance policy (be it car, life, health, etc.) from a company, you trust that company to honor the agreement during settlement claims. You compare the claim settlement ratio, among other parameters, of different companies before going ahead with any insurance plan. So trust is the first aspect that comes to your mind before anything else when purchasing an insurance policy. And this is what Acko insurance wants to be associated with as well.
Now you know that those are not just the opening lines of the show, those are ways of influencing you to think that Acko is a trusted brand. So the next time you hear such kinds of taglines, you know what to expect.
Author: Rajdeep Paul | Dated: January 20, 2022 04:00 PM(IST)