A Tale of Two Birds

We live in multitude. Our population is in billions. We have millions of dreams. We got thousands of Gods. Hundreds of Languages. But when we think about match boxes there is only one brand with two birds. We two. Two silhouetted birds sitting in a tree branch against the bright full moon. An image most of the people living in Kerala or in South India cannot forget. A brand name remembered by generations.

Many brands have come and gone. But a few will stay in people’s mind. We are living in an era where lots of global brands are fighting each other to grab our mind. It’s a battle for mind space. Marketers are burning their midnight oil to devise winning strategic plans. 4 Ps and next what? Brand Communication is going through a crazy time to dig out more and more customer contact points. Today promotions are following you in your Mobile, Email, Facebook, Orkut, Twitter, bed room and toilet. Advertisements are showing exaggerated sentiments, emotions, sympathy and gratitude to lure the minds. Film stars have got more acting potential in advertisements than in feature films. And their success is counted on the number of brand endorsements. The whole scenario looks like a well directed sophisticated drama. And we are paying for the ticket to watch this drama.

But the story of two birds has no advertisements, no promotions, no youtube videos and no virals . Neither in Above the line nor in Below the line communication. Survived in many storms and still have got the fire inside to blast a bomb. The Brand is living though the time and still not lost its high brand equity. Of course the brand equity is not measured by the Interbrand Corporation or any other global brand consulting firms. It’s measured by the people without using web analytics or vector maps. A good brand is a good feeling. We Two, the first name pops up in our mind when we think about a match box. So simple.