Skip to main content

Alphy matters and nothing else

At first Jaden goes down with the changing weather. Then Alphy follows. Suddenly everything else at home seems invisible. Though Alphy thinks our home's overflowing with bookcases loaded with books, I've always loved having a book at an arm-stretch. The books at times even exude psychological comfort to yours truly merely by their presence.

Yet today, it seems like they don't matter. The reason's obvious. Alphy without her smile, down with a fever changes everything at home. The books and all else fade into the background till we get Alphy back on her feet, and to her gorgeous smiling self. We are hoping that will happen soon, so the books and everything else bounce back.

A home isn't about anything other than its people. Everything else stays dormant till people matter. Ditto for Marketing too. The real value that comes out of products and services sails through the people who take them to consumers. Its employees and the service they provide that can tip the scales when it comes to engineering superior value. Sure, it may be a product the consumer buys, but its people who pilot psychological value that can translate into consumer loyalty towards a brand.

In the end, and forever, it will be people who matter.

As for us at home, Alphy is who matters. 

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…