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The Band 56ix: How marketing works for musical bands?

Pakistani band brands have been neglecting the power of branding. In retrospect, branding had made more bands powerful than ever. If you have got a band, I’m sure you want to sustain it for a long term, not for just giving some hit songs and get disappeared. Band requires differentiation, so does personal brand, and musical bands are more personal.
The world’s most successful and valuable brands have been differentiating. They were first to create a new category or finding a niche in an existing (or already created) category.

Mostly, the vocalists or bands are good at finding niche in an existing category as the singing in seven raags or music is already defined, they just have to innovate it and find their own chunk of a pie, but these vocalist has to own a word as a specialists. For example: In Pakistan, Alamgir created the pop music category, Junaid Jamshed found his niche by following Alamgeer’s foot step. Junaid Jamshed owned a word ‘patriotic pop singer’ through his debuted song , Dil Dil Pakistan .

Big brands always stands for something. They are different! Think of the differentiation of Nusrat Fateh Ali Khan, Kishore Kumar, Junaid Jamshed, and now the vocalist of 56ix, Rana Farooq.

After a long time, we’ve found a superb example of a band brand and we’ve a lot to learn from them. It seems that they’ve very good marketing strategies, business and branding education. That band is, The Band56ix!
The Band 56ix’s vocalist, Farooq, has an amazing quality of voice. He beautifully sings in female voice and vice versa. Yes, writing a ‘female’ is not a typing error and he sings in male voice too. And that’s the best part. 56ix’s versatility!

The good thing is that they use their best word, ‘versatile’ in video, interview or whereever it’s possible. It’s a good example of marketing integration! In the interview on PMR’s website they said, “The vocalist of the band 56ix, Farooq has proven that the band is unique and versatile to the maximum extent”. Sounds strategic!

What next they should do?

The band 56ix should promote it self with the name “56ix” only, not “The Band 56ix”. The word “the” is an additional word that, for nothing, makes the name longer. It used to be that companies always named themselves that way. Those were good old days, when society was not over communicated. But these days, in over communicated society and ultra-competitive environment , it just makes the name unnecessarily longer.

Kamil’s BONUS 1: The word is the first thing that makes the word transfer from one mouth to another, to spread. Developing brand name required sophistication. It’s a specialized job. Don’t gather four friends in a room to decide a name what they like.

It’s always better to have shorter name which is easy to remember, easy to spread and memorable. Using the “The” takes the emphasis away from spreading the word 56ix.

Test now yourself, which one is easier to spell out: The-band-fif-ty-six or fif-ty-six.

My suggestion is to just use 56ix as the name. Of course, this can be changed easily on most places.
Having the “The” makes the web site address longer too. In online world, shorter is the better. Guess what? Here they are going on the right path. The website is Now guys at 56ix! Don’t you ever listen to any of your best friend’s suggestion who wants this domain to get diverted to . Never!

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Engro Foods’ Olper’s “for all purposes”?

“Our brand’s sales will increase” thinking goes “If we’ll promote various ways of using our brand”

That’s a mistake!

If Haleeb talks to the tea-drinking market with its thick milk, Milk Pak talks to health conscious market with its nutritious or vitamin milk. With whom Olper’s talks to? Do you know? Me neither!

First of all, what is Olper’s? It’s good for drinking, making tea, custard, cakes, you name it.
Your brand can only stand for one word! One brand can own one positioning at a time. Olper’s should have an “attribute” to dominate in the mind of consumers like Haleeb and Milkpak do.Think Safeguard. It has only one target market, kids. Safeguard is talking to kids about germs-free revolution. So what do you think that elders don’t use Safeguard?

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How can we develop global brands of Pakistan? (Or do we have any?)

It’s difficult to build a global brand from a country that doesn’t have a favorable “perception” for that category. Germany has a favorable perception for engineered products like automobiles. So, Mercedes-Benz is a global brand from Germany! France has a favorable perception for fashion and wine, but not for automobiles and engineered products.

Kamil’s BONUS: According to Interbrand (2008), America owns world’s 52 valuable brands out of 100. Do you know why America is one of the most powerful country of the world?

Hint: Its corporate brands are one reason! Positive marketing and its positive perception is another.

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Top Three Types of People To Avoid In Marketing

Marketing Experience, Information or Knowledge! What’s important & why??

This question has been neglected by many graduates and experienced marketers. This point applies to almost every field we look into. So, dear readers just customized this article, while reading, to your field.
There are three types of people or groups out there:

1. Mostly, professionals say “In marketing, years of experience is enough.” Absurd!

2. Graduates say “We’re better than those experienced people, who can’t understand the theory and its applications” Ludicrous!

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