Magic and Misery of Brands 01

Brands have a way of delighting or destroying the advertisers besides their original purpose of providing a cue to customers. It has become more important because in an era of Media found wanting in their original role, the advertisers need to be more careful if they wish to enjoy the Magic of their Brands instead of suffering the Misery.

We often see Greed being 'Fitted' to a ‘Faked Purpose’ through a dress designer called Advertising. When it happens, you can kiss your business idea good bye, and may as well look for avenues of retirement because the fate to follow is necessarily destructive in the long run. For example, take Real Estate Advertising that has produced more misery for Advertisers on last few years than previous three decades. Flats could not be sold, therefore those are bartered to all and sundry and Media Companies have entered their board rooms from the proverbial ‘back door’. Someone had aptly stated long time ago- “One man’s food is another man’s poison!”

Now what about 50% OFF? I have seen the ascent of this expression into a full-fledged Brand over the years. I cannot pinpoint the exact origin of this curious phenomenon. Yet my guess is that some clever thinking Ad man must have noticed the buzz of activity at Retail Chains when they announce stock clearance sale with such notices. And he would have sold the idea to someone desperate for business, and informed more and more. The idea spread like a wild fire and now that fire itself is destroying advertisers. I have seen its victims in every sector.

You must be asking, “What’s my point?”

There is nothing available like nicely wrapped toilet soap on a grocery shelf. By the way, the story of toilet soap is waiting in wings. All I can suggest is to ‘reflect’ and reconsider your advertising plans in the coming busy season. Media Selling is a practiced drill for Media Houses and their ‘Trojan horses’ called Admen.  Whereas you aren’t sufficiently ‘reflective’ about your plans; you could have got into a routine and may have given the ‘Lagaam’ to others. It is time you took control of the 'Handle' and brought some market research of your own into the ring and discover your next logical move, all by yourselves.

Jai Ho!