Brand Update : Peter England wants you to Be Everything You Love

Peter England that came to India with the promise of an Honest Shirt, has undergone yet another change. This time, the brand has seen a significant change in its personality. From a stiff collar personality, Peter England has become a very youth, adventurous brand. The change in the brand personality is now reflected in the new TVC. Along with the new personality, the brand has also adopted a new tagline " Be Everything You Love ".

Watch the new TVC here: Peter England - Be everything you love

The brand that was launched in 1997 had made a significant positioning change in 2010 when it adopted the tagline " Beginning of Good Things ". The brand had a celebrity endorser at that time. Even then, the brand's personality was that of an affable, honest, serious brand.
In the new avatar, Peter England has become a new person. The new personality reflected by the main actor in the advertisement is young, adventurous and probably irreverent. This is a serious shift from the original brand's persona.
Along these years, the brand has also added more products to its portfolio, including belts, bags and the like. The brand is trying to woo the new young generation and this effort is reflected in the new commercial.
But sadly the theme that the brand has used in the new avatar is used many times by other brands. The interview setting, the older interviewers, and the  smart young hero all looks so cliched and stereotyped. While the move towards new personality is justified, the execution of the new positioning seems to be below average.
It is also to be noted that the young man depicting the brand's personality has not done everything he loves and wishes to do so in the next five years. That prompts me to ask why is he not doing it now ?? 

Mahindra Gusto : Kisi Se Kam Nahi

Brand : Mahindra Gusto, Centuro
Company : Mahindra Two Wheelers

Brand Analysis Count  : # 559

I think, this is the first time I am writing on two brands in one post. Mahindra had launched its 110 cc scooter in 2014. The brand is going to compete with the likes of  Honda Activa, Access etc. Gusto is interesting brand because it calls itself as a car in two wheels ! 

Gusto is positioned on its car-like features. The brand pitches against the cars claiming that it has car-like features like height-adjustable seat, remote flip-key, LED pilot lamps, find-me lamps etc. The brand has based this theme on the insight that car-owners look down upon the two-wheeler riders ( source - afaqs). Hence the campaign of Gusto features car-owners mocking the Gusto rider and become surprised when they find that Gusto had car-like features. 

Gusto was initially launched with tagline " Break Free" and was positioned as a fun scooter. Now the brand has adopted the tagline " Kisi Se kam Nahi".

Another interesting fact is that Mahindra is promoting its motorcycle and scooter using the same concept. There is a common campaign for Gusto and Centuro and both these brands share the common tagline " Kisi Se Kam Nahi . 

Watch the ad here : Mahindra Two Wheeler ad

Along with this long ad, there are small ads featuring the various car-like features. 

The concept and the innovation creates a wow feeling. I think Mahindra two-wheelers has done well in identifying good differentiators. The brands can be proud of being pioneers in bringing in car-like features into two wheelers. 

Having said that, these features can be easily copied by the competitors and hence the extent of sustainability of this differentiation is limited. Since Mahindra Two-wheelers is trying to get a foothold in the market, these feature rich products will help the company very much; provided the brands succeed in the basic product functions like ridabililty , reliability , performance etc.