What we do for others is what we do for us

I am not too sure if this is quite the discovery, but I must say there's a tinge of revelation to it. I figured, what we do for others in fact is more about what we do for us.

I've tried to dissect most of what I've done that seems altruistic. And I find that though the act was crafted to be one that's helpful, within it I see a design that's intended for me. I mean in the act of caring for others what I've actually done is look out for me. I know this is hard to admit. After all it isn't easy facing up to an act that on the surface seems one thing but in reality is another.

True care means sacrifices must be made and no returns sought for, actively or otherwise. That's a tall ask and doesn't come easy because as human beings we are inherently built to seek our own good. Now I see no harm in it. It only gets my goat when the do-gooders pretend otherwise to make us feel as if what they did, they did us.

As consumers, the brands we take to are the brands that look out for us. The ones that promise our own betterment. I am reminded of a bank in India that has as its slogan, 'Relationships beyond Banking'. I say, what bunkum. Like they care. But then the slogan's a smart idea. Because it shows that the bank's trying to present itself as one that cares. Remember, marketing means everything's about your consumer. Your product, even your identity centers around the consumer. Of course, every business concern, like us people, is trying to make a buck for itself. To do that with success for a firm, means to do everything to make us consumers feel like we are the ones who are important.

Now I know the world I've painted seems like one starved of 'real care'. Well, what can I say, that is the truth. Though I must add there's this case that may not be spoken much about, but exists.

Of true care.

Note Romans 5: 6-8; "For when we were yet without strength, in due time Christ died for the ungodly. For scarcely for a righteous man will one die: yet peradventure for a good man some would even dare to die. But God commendeth his love toward us, in that, while we were yet sinners, Christ died for us."


I dont know if consumers will pick a brand on their taglines, but it will certainly let them think about a bank which claims that they work towards what they say. They may be successful, but they might try to fulfill their promise.

Wrt the moment of truth, some will have a +ve or a -ve experienve - for the positive ones, they will certainly remember the tagline and will propagate the same.

What do you think?
Ray Titus said…
Of course, taglines only aid brand recall...nothing more, especially when it comes to services.

About our choice, I can safely say there aren't too many of us out there in love with our banks, despite taglines. Most banks provide for irritating experiences, yet we tag with them because the most important criteria is our perception of safety. Will our money be safe, is what we ask, never mind poker faced employees and lousy experiences.

Remember the bakruptcy rumors on ICICI and the subsequent scramble to the ATMs?

Unknown said…
Wonderful post. I really enjoyed reading it and love your insights. Thank you!
Mike Saunders, MBA

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