From the counter of small shops to shelves to big retail houses, every brand has to talk to consumers. Every marketer has maximum 3 seconds at first to make brand talk to consumers. There is an array of brands around your brand on the shelf so faster and efficiently your brand speaks higher chances to flirt with consumer.

Apart from live brands like Amitabh Bachchan, a shelved brand needs to communicate non-verbally but that’s not a bad idea as we all talk maximum through non-verbal communication and I suppose nearly 70 percent times. If you see all brands from Sunsilk, HairSoft, Axe, and other, you will find they are trying to tell you something. J If you understood then they communicated nicely else a new flop show.

Communication is what understood not what is communicated. Technically , we opt following components of brand to communicate on sheft- color; font; image; back panel; descriptor; brand name; endorsed name; font style; base-line; package and tone of content. The shape, size and cap of container define the body language of brand. Guess Malika Sharawat endorsed cold drink brand and what is the shape of bottleJ. But nothing is absolute except god, so next move is to check the communication of other brands and make your brand to communicate faster, clear, specific and louder.

On the other hand question comes that how consumer understands that communication. I as a marketer try to influence the subconscious mind of a consumer or more technical- my target segment.

With the social, environmental, cultural and lifestyle effect, a human brain gets automatically programmed and formed certain assumptions and cues to judge the things in a snap. In psychology, we call it pattern thinking for instance you never think about the route for your office every time but first time. Mind makes certain patterns to judge the outer-world and we influence those patterns.

For instance; if I ask you how will a human with tiger head look like, with in fraction of second the image will automatically form in your mind.

From where that image came and how it has formed?

In Sylloge Corporation™, J we mine and warehouse consumer’s mind database and its always challenge for us to make brand communicate effectively in those 3 seconds.

Yes brand do speak, try it out in your next visit to a retail shop. I talk to my brands for hours…

©2009 Sylloge Corporation, INDIA

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