Branding activity is attached to the lifetime value of the consumers. As a
quintessential link between the products/services and the end customer, every
business demands a strong foundation of branding. The newer approach in the
market demands customer equity in every step of brand strategy and while creating
communication assets. Prashanth Ranganath, a brand & digital strategist from
Bangalore who is the founder of Tingg Creation has been continually working with
brands to increase brand recognition through strategic planning.
Offline media ruled the roost during the last few decades. But the access to
smartphones and online content since the late 2000s brought in the integration of
offline and online branding and marketing. Now, while the world is reeling under the
onslaught of a deadly virus and people and businesses are within the confines of
their homes, we are witnessing the way companies are slowly transitioning from
offline to online to keep their presence in the light and to keep up with the pace.
From the start, Tingg Creation has always believed in taking an integrated approach,
a combination of offline and online branding to be able to reach and cater to larger
demography. With more than 15 years of experience in brand strategy, creating
visual and digital media assets and digital marketing, Prashanth has simplified the
process of content creation and distribution for his customers.
Today, he admits that there are challenges in the market including the lack of
financial resources. “Although our customers were always educated about the
importance of online presence, we were focused on a balanced share between the
two platforms. But in the last 1.5 years, while the focus has been entirely on online
medium, branding and marketing activities have been quite challenging. All
businesses are now looking at a strong online presence, in terms of user-friendly
websites, aggressive social media advertising and marketing and every means to
have a competitive advantage. Now, the onus is on the agencies who manage the
brand identity. The brand message needs to be succinct and consistent while
capturing customer interest; creating a distinguishable and cohesive brand identity
has become a pressing need now more than before. Building credibility and
recognition to the brand online to help them stay ahead in the competition; building
customer retention and loyalty and finally enhancing brand equity is entrusted upon
agencies such as ours.”
“We have been able to make a difference to our customers since we collaborate not
just at the vendor-level, but we understand the brand DNA and become a brand
partner and work together to take it to the next level. At a time when everyone is in
the rat race, our USP has been to keep the brand story real and help customers look
at reality. We believe, nothing can be as convincing and enticing as telling customers
the truth about the brand while not underplaying the strengths.”
Tingg’s works span across working closely with some of the large MNCs including
IBM, Bosch, HP, Hexaware, Toyota, Western Digital, Fundermax, Tech Mahindra,
TVS, to name a few to some of the big names in the fields of education and
healthcare such as Ramaiah Group, Indian Institute of Management Bangalore
(IIMB), Vogue Institute of Fashion Technology, QS I.Gauge, Rainbow Children’s
Hospital, Sakra World Hospital, Perth Surgical & Bariatrics, People Tree Hospital etc.
For instance, the logo of one of Asia’s largest art & design colleges, Vogue Institute
of Fashion Technology was meticulously and thoughtfully created and developed by
Tingg, among other logos. As part of creating brand assets, Tingg’s brand films for its
customers have always been a class apart because they are made relevant not just
for today, but for years to come.
Prashanth’s vision for Tingg has always been to create responsible content and
emerge as responsible media that can help build a positive perception of India. “In all
our signatures, we confidently communicate that – Every action of ours is towards
building a better India” and “We are constantly working towards this.”
During the pandemic, the world realised the importance of immunity and overall
wellbeing and everyone turned to build stronger immune systems. Now, Ayurveda
promises to be the way forward. Tingg has been working with leading Ayurvedic and
integrated medical science hospitals which were relevant then and now are going to
be the market leaders soon. Brands like Sri Sharada Ayurveda & R & D Centre,
Ramaiah Indic Specialty Ayurveda Restoration Hospital, Sharma Ayurveda
Vaidyashala and so on are gearing up to give the world the Gift of Health through
their indigenous and traditional scientific medical system. Tingg has collaborated with
several of these Ayurvedic Medical Hospitals and is helping them establish their
brand identity and enhance their brand promise.
Tingg has also been working with companies and industries that are known to
provide destressing environments and render a healthy lifestyle for all. For example,
the Pet industry is experiencing explosive growth in the last few years. Due to
technology and online purchasing methods, pet owners can now customize and
choose healthy foods for their pets, with an array of products and services for pets,
the fastest growing pet businesses are cashing in on it. Tingg is helping such
industries build engaging brand prism.
USP: Today he knows the value of every penny, branding in the digital age is about
not spending your money in the wrong place.
The world needs a newer approach and safer mode of communication to grow their
brand promise. Prashanth, believes in being real and deliver the brand promise even
during these challenging times. “Challenges bring stronger convictions to do more
good and better for all.”
