Only Vimal. Only Dhirubhai.

One of the most fascinating anecdotes I have heard relates to Vimal, Dhirubhai Ambani and brand building. And it is perhaps more relevant today, than in 1987 when it was first heard. Dhirubhai Ambani, in the mid eighties used to actually decide on advertising campaigns (it was only later that he began deciding who would be king). Dhirubhai as the anecdote goes, was briefing the ad agency. And he said, "Only Vimal has the most sophisticated plant." "Only Vimal uses merino wool". "Only Vimal has the most designs". Only Vimal.... And very soon, a bright (or is it lazy) copywriter came back with the tagline "Only Vimal" which Dhirubhai bought.

And the rest as they say, is history. This anecdote holds a few lessons for today's brand managers.

- You can analyze till the cows come home but at the end of the day,

you must take a decision.

- Once you take a decision, stay with it. Don't vacillate or chop and change.

- Think long term. Think consistency. Vimal has stayed with the same tagline for close to twenty years. The models used have been different, the executions have been different, the music scores have been different, the settings have been different and yet, the signature line "Only Vimal" has been the same. Crores of rupees have been invested on this line, year after year. This line has become a brand property.

Are you throwing the baby out with the bath water?

Advertising agencies have been trained to think (and at times dress) differently. They are trained to "come to the edge" and "push the envelope" to the hilt, if you will. And how do you become different? You change. Sometimes for worse.

Every brand has certain properties. IBM has