Picture Story: Reimagining the Voiro Brand
There are some brands that are hardwired into our DNA. For some in India, it is Limca & Thums Up. Then came Coke & Pepsi and the era of the cola wars. We fondly remember JTM & Airtel, Hutch & Vodafone. The Apple brand and their cult needs no explanation – their brand is valued at $140 billion. The Liril Girl with Lisa Ray & Kunal Kapoor’s Bombay Dyeing ad campaigns made our hearts beat faster in the 70’s & 80’s. (Yes, millennials – please look them up for a history of advertising before digital became the first screen!)
Some awe inspiring innovators and creators I recall right now are: Jeff Bezos, Bill Gates, Steve Jobs, Marc Benioff, Indra Nooyi, Oprah Winfrey, Ellen DeGeneres, Sheryl Sandberg, Jack Ma, Ray Croc, JRD Tata, Sara Blakely and Coco Chanel. Some of these people are synonymous with the brands they built. They have found a permanent place in their consumer’s consciousness because they have been at the helm of creating memorable and iconic brands.
Brands shape consumer perceptions and that impacts purchasing power. A customer buys a product. A consumer is a repeat customer who consumes the brand, the product or the service. That is why brand custodians stay up at night and marketeers have fought guerilla wars. They still do. Look at the current battle for OTT subscribers across the world. What about the battles for content acquisition, for royalties and rights?
Translating the monetary value of a brand is extremely complex and a brand strength index is a combination of many factors – economic, social, cultural and brand recall value. But, qualitatively, what do these brands have in common? What makes us connect with them, what keeps us fiercely loyal and what makes us lose trust?
Brands that win in the long run are those that focus on creating experiences that hook the consumer, their wallets and their share of voice. And they do this consistently, innovatively, continually!
Our Brand Journey.
Richard Branson said “ If your dreams don’t scare you, they are too small!”
So, we at Voiro started thinking about our dreams and where we wanted to go as a company. That was the first exercise in this brand journey. As a team, we are all about the big dreams. We then break them into plans to take us where we want to go.
This Lewis Carroll quote also came to mind. Many workshops and mood boards later, we arrived at where we wanted to go. Half the battle won, maybe?
We chose a theme that weaves our product together : Design, Storytelling & People.
Authentic narratives are important to all of us, more than ever in these times where the future is more uncertain for businesses than ever before. Why try to explain what the best minds have already articulated?
Like Da Vinci said: “Learn how to see. Realize that everything connects to everything else.” This is an example of how art, science, tech and people come together and how they can inspire design.
We brought the brand to life with our merch(notebooks & stickers) in December – a lady knight reminiscent of Brienne of Tarth, designed by Mickey Patel, from the advertising world. This united our theme of design, stories and people. Drop us a note if you want a notebook!
Who Are We?
What values do we stand for? How do we bring these values to life in our brand? We decided on light, bright and colourful themes that resonate with our team. We chose words that customers have used over the years as well as how we see ourselves as a team. Dream big, remember?
What’s in a name?
Voiro is a play on the French word, derived from “Voir” – which is to see, to perceive, to understand. Fitting, we think – as we are in the business of providing unparalleled intelligence to ad led publishers. Some of us are also fans of The Doors – so this resonated deeper, we all know names have power.
The value we bring to publishers and OTT players : we propel revenue and drive digital transformation.
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