By Mukunda Goswami
The concept of ‘branding’ can be used by putting ISKCON’s 50th Anniversary logo on every ISKCON website, temple notice, temple poster, temple advertising and in many other places.
Placing ISKCON’s 50 th Anniversary logo everywhere is important propaganda. The official logo can appear on ISKCON notices, memos, concession cards, vouchers, announcements, statements, letterheads, websites, position papers, news releases, communiqués of all description, bulletin boards, signs, briefings, manuals, fact sheets, handouts, flyers, minutes of meetings, notices, directories, reports – and the list goes on. On occasion, this may cost something, but many applications, like websites, are free.
A large number of applications involve minimal costs. Branding is a device employed by corporate entities all over the world. Sometimes branding takes the form of advertising with millions of dollars involved.
One corporate example may be cited. Beginning in the 1990s, a well-known US candy bar advertised itself all over the Russian Federation. After some time, owing to the popularity of its sales, its corporate board decided not to advertise. As a result, sales plummeted. The board then agreed to resume advertising. Soon sales improved, and the bottom line was eventually restored.
According to Promotional Products Association International, “Promotional products can be used for non-profit organisations to promote their cause, as well as promote certain events they hold …”
Wikipedia tells us “The Australasian Promotional Products Association (APPA) research … states [that] the effectiveness of promotional merchandise shows that … 76% recall the name advertised” and that “52% of people do business with a company after receiving a promotional product”.
The website, www.iskcon.org (ISKCON’s official site) uses a type of branding on its homepage.