Skip to main content

A city's image & what Mother Teresa did


Aroup Chatterjee's opinionated rant against Mother Teresa in the ET (the guy has written a book on the subject it seems) has less to do with what Mother did while she was alive. In fact the raving is probably more representative of the anger Aroup is harboring. Anger at what Mother did and how that has sullied the 'image' of (I am assuming) the beloved city, Kolkata. Thanks (or no thanks) to Mother and Missionaries of Charity, Kolkata for long will be associated with poverty and misery (unfairly, I admit).

Aroup, I believe resents that. Therefore the rant.

Aroup's rant is a lesson to marketers. One that should teach you that a brand won't always end up being perceived the way you want it to be. That what will matter in the end will only be what consumers see and say about your brand. Its the dumb marketer who blames others for lousy perceptions the brand gets saddled with in a marketplace. The smart one knows how to craft the 'right image' using available stimuli, and by leveraging and adapting to the social context the brand operates in.

As for Aroup and his like, I fervently wish they had put Mother out of business by ringing in all round prosperity to the beloved city of Kolkata. That would have ensured Mother had no one to care for. She would have then shut shop and gone back to where she came from. That she didn't isn't telling as much about her as it is the city she 'cared' for. 

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…