The New Nation - Internet Edition

You must have norms to deal your life, likes and livings. The same manner is of corporate ranches; the brand has its own way to lead and live. But today's hyper competitive market deserves more to survive a brand in the market place. The brand expert's motto is to force the brand in the market track. Growth is a vital reagent to assess the survival and power of brand. Asraf Kaiser, CEO and MD of TBWA|| Benchmark recently shared his decade long journey in advertising in the eve of global partnership launches of Benchmark which is now operate as TBWA||BENCHMARK.

Ashraf Kaiser shared his brand stories, brand is many things. In business, this is the life blood. In our country, branding culture was not nourished but importance of branding emphasized in every arena from chef to Airlines. Have you memorized any tooth powder brand in Bangladesh right now? But until nineties tooth powder has a good stake in TV and Press ad. Lake of branding smooth up their way of vanishes.

Power of brand computed through growth. Brand people are just doctor to safety, security and survival of brand. Mr. Ashraf was frequent in the role of brand nourishing. He and his agency BENCHMARK has established and nourished some major brand in Bangladesh. Benchmark provides strategic brand planning, advertising, PR, event management and activation services to a number of MNC's and Local clients including Standard Chartered Bank, Etihad Airways, Marks Full Cream Milk Powder, Singapore Tourism Board, ABC Radio, Pizza Hut, KFC and AKTEL.

In-depth market understanding and effective creative solutions for brands made Benchmark known from its inception and in a short period of time it got placed in the elite list of agencies in Bangladesh. Benchmark achieved numerous award including `Dainik Songbad Protidin Srijon Somman 2004-5 and 2007 from India for its work on Nandan Mega Store, Pizza Hut, Shark Energy Drink and GMG Airlines. BENCHMARK takes its lead by unique strategy and expertise of handling brand within its five years of operation.

In last decade Benchmark takes lead in both local and multinational brands. The journey begins in 2001 and already bags some prestigious milestone. Benchmark teamed up with worlds most creative ad agency network TBWA||. In May 6, 2008 the agency was formally bonding with a warm fest at hotel Pan Pacific Sonargaon. Asraf Kaiser the leader of Benchmark talks about the challenges and adoptions of new norms too. As he told about disruption and Media Arts; two most powerful tools of TBWA||.

TBWA|| believes in the simple reality that success cannot be achieved by emulating the others. Doing the same thing over and over again and expecting different results each time is the very definition of insanity. In order to be heard - you must stand out, you must disrupt. DISRUPTION|| is a state of mind. It is a way to respond to the challenges of a rapidly changing world. As a process, DISRUPTION|| offers a clear, rigorous and effective set of tools to manage change and ensures that we keep asking the right questions and getting the best answers. The answers that will give your brand a larger share of the future. That is our tool for change.

And we define Media Arts as a TBWA philosophy that puts all the ways a brand connects at the center of what we do. It requires a deep understanding of how audiences digest media and the various crafts we can use to tell brand stories in an engaging and interesting way. Disruption and Media Arts inspire one another.

Well, how many apples do you memorize? Answer was prompted as well; best probably two, one is of course Apple computer. Actually we try to do the same things for brand which would be the synonyms of that particular industry. Let's see the process and procedure to endure the brand. This is simple and worthy. You have to design a communication plan which simply has no sameness, no repetition, no convention.

Ashraf Kaiser talked about the new philosophy of changes; a working methodology and a consumer catching philosophy. The methodology and process can be employed universally to answer just about any challenge that a brand or company may have. Disruption is not limited to marketing and communications but can be applied to deeper levels of an organization including products and services or the core business offerings. Simply, the uniqueness of new 360 degree brand stewardship is disruption.

Some times better ad don't work for growth that's why we have to plan now a days more different angles and disruptive ideas.

Ashraf continues teaming up with TBWA obviously a big milestone. It is more than a name change. TBWA||BENCHMARK is now well integrated into the networks of TBWA||Worldwide, TBWA||BENCHMARK will be supported with all network resources, planning and creative tolls and techniques, and training support by TBWA||Worldwide in delivering results to its clients and the brands it works for. For instance, creative people will have opportunities to participate in global campaign development, while account management and planners will be trained in global brand direction development apart from all day to day supports from TBWA||Worldwide.

Ashraf Kaiser told about TBWA|| that TBWA||Worldwide (www.tbwa.com) is the most-awarded agency network in the world (The Gunn Report, 2005) and is one of the fastest growing top-ten global agency networks. TBWA||Worldwide, headquartered in New York City and operating globally with 291 offices in 77 countries, and approximately 9700 employees worldwide. TBWA||Worldwide creates disruptive ideas for global clients, including Absolut, Adidas, Apple, Beiersdorf, Henkel, Masterfoods, McDonald's, Michelin, Nissan, Samsonite and Sony Play Station.