How to Launch a Brand in India: Wings for Profit (W4P) Strategy
The Indian market is a graveyard of brilliant products that failed to become brands. Every year, thousands of startups and established businesses launch new offerings, only to see them vanish into the “Ocean of Sameness.” At Seagull Advertising, we’ve spent over 30 years analyzing this phenomenon. We found that most businesses focus on the what and the how, but completely ignore the why.
This is where the Wings for Profit (W4P) framework begins. We don’t start with a logo; we start with the Obvious Emotional Truth (OET).
What is the Obvious Emotional Truth (OET)?
The OET is the single, undeniable emotional reason a customer chooses you over a competitor. It’s not a feature like “24/7 service” or “low price.” It is a belief.
In our W4P process, we ask: “What business are you really in?” For example, CocoaMelts India isn’t in the business of “chocolates”; they are in the business of “delivering the finest international quality indulgence.”
When you identify your brand’s obvious emotional truth, your branding becomes an invitation to a shared belief system.
The 4 Stages of the W4P Framework
To ensure your brand doesn’t just launch but soars, we follow a structured, four-stage strategic journey:
- Bird’s Eye View: We immerse ourselves in your leadership’s vision to understand the business context and industry white spaces.
- The Brand Challenge: We conduct deep-dive interviews and consumer observations to find where the real profit opportunity lies.
- Brand Wings: This is the “Eureka” moment where we define your brand’s OET and your Shareable Branding Idea (BI).
The Brand Flight Mappppppp (BFM): We turn the idea into behavior across the 7 Ps—Product, Price, Packaging, Placement, Purchase Experience, Prosumer, and Promotion.
Why Strategy Must Precede Design
A common mistake is rushing into “Wings for Design” before the “Wings for Profit” are set. Without a Brand Flight Mappppppp, marketing and advertising is just noise. Brand Strategy ensures that every rupee spent on marketing is an investment in a long-term asset, not just a temporary spike in sales.
Conclusion:
We believe every business deserves to fly, and it can fly when it becomes a brand with wings. To ensure that customers place trust in your brand, you need brand clarity, which can become the wind beneath your brand’s wings.
If you are preparing for a launch or a repositioning, don’t just advertise strategize.
To know more, join the Seagull Brand Launch Masterclass or connect with our team of brand experts.
