Skip to main content

My Discovery, the Truth, and why Marketing is forever!

Our faithful CRT Philips TV finally gives out. Though our idiot box content consumption is low, its still a change from the noisy past we've had at home, courtesy our TV. Now there's less din at home, and the patches of stillness have widened. Amidst the silence, I've made a discovery.

That, not having something (other than that which sustains life) is actually having something else. Always, and without exception!

Of course it may not seem so most times, but that's a problem of our lack of sight and not our deprivation. We see what we lose or don't have, and we don't, that which we gain, or possess. In its completeness no TV is not a loss, or a lack. Its actually the gain of silent spaces. Which in turn can be used in varied ways. To ponder, to see, to hear, to tap into the senses with greater clarity. As humans we are used to seeing ourselves as 'have-nots'. Almost never as 'haves'. The eternal truth is, a lack is in completeness an ownership of something else. Our 'loss' will always have as an outcome, a consequent 'gain'. 

Marketing on its part is built on a platform of highlighting 'lacks' and 'losses'. Marketing at its core is about responding to needs and wants. I am betting on Marketing forever. Why? 'Cos I am betting on human nature to be eternal. I am betting on humans never getting over their needs and wants.

Funny as a marketer I have to say Amen to that! 

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…