The majority of people come across different brands on a daily basis without wondering why they believe them, remember them, or choose them out of an overwhelming array of choices available to them. They see the product's packaging, the ad, or the latest campaign but never dig deeper to understand the psychology behind the decisions made. This very interest is what Sanya Bangard explores in her growing series of content called Brand on Trial.
In contrast to other review or criticism projects about brands made from a consumer's point of view, Brand on Trial analyzes marketing as if it was a case study of some kind. Each new episode starts with a well-known consumer behavior observation followed by an exploration of positioning and communication techniques used to shape up the image of that particular brand.
The unique factor about the series is the combination of its simplicity and sophistication. The discussions about marketing strategies usually revolve around the corporate boardroom meetings or marketing conferences, thus becoming difficult for an uninitiated person to understand. Brand on Trial addresses this issue and simplifies concepts like branding strategy, consumer psychology, pricing perception, and strategic development through its content.
The brands discussed in the series so far have included Paper Boat, SuperYou, Minimalist, Mamaearth, Zara, and Snitch, representing different sectors. Every successful enterprise makes certain decisions related to its marketing strategy which become interesting topics for analysis later on. This series not only glorifies a marketing strategy of any brand, but it also talks about the sacrifices made along the way by those brands while scaling up and how that affects their future.
The most prominent characteristic of Brand on Trial may be defined as the presence of a directional concept or campaign strategy in each video. Instead of highlighting positive and negative points, Sanya shares her own point of view and her ideas of what can be done to make the brand move further. Thus, it shows not only knowledge of the marketing models but also their creative application.
At the moment, when people look for content creators, they need those who not only describe trends but analyze them in their own manner. That is how creators are differentiated now. Therefore, Brand on Trial provides an opportunity for viewers to think about the reasons for brand actions.
When brands try to get customers' attention which becomes more and more difficult nowadays, marketing analysis is becoming as important as marketing implementation. And through Brand on Trial, Sanya Bangard makes a contribution to this discussion not as a critic but as a strategist. She proves that the best personal brands are created by raising questions about other brands.
