Skip to main content

Dinesh Karthik & the ‘Memorable’ Lesson on Entrenching a Brand in Consumer Minds



Tell you what; I am happy for Dinesh Karthik. Though my interest in cricket has hit rock bottom, I still catch up on the scores when I feel like it. From all my years of following cricket, I for one can’t remember anything Dinesh has done on the pitch that’s caught my eye, and one that I can remember him for. Now that’s changed. By ensuring that last ball cleared the boundary cleanly and won India the final game, Dinesh has essayed what I term the ‘memorable’.

The word memorable comes from the Latin term ‘memorabilis’ which means to ‘bring to mind’. With that match winning six runs, Dinesh Karthik has stepped into memorable territory for countless Indians including me. Over time when Indians remember match winning knocks from the past, Dinesh Karthik’s efforts will be among the lot. Just like when Indians try and shake off memories of their country losing at the game of cricket, they won’t ever get Chetan Sharma off their mind. Both Dinesh and Chetan via their winning and losing feats have firmly implanted themselves in our long term cricketing memory. When the time for remembrance arrives, they will pop to the surface evoking a delightful and gloomy recall respectively.

Seth Godin has in the past talked about brands needing to be remarkable, i.e., worth making a remark about. I say brands must first turn 'memorable' before they turn 'remarkable'. Remarkable is when consumers talk about brands to others. Memorable is when brands do the magic to stay lodged firmly in consumer memory for retrieval when a purchase opportunity arrives. A brand will possibly only get the few opportunities from all those times of customer contact (or what are called ‘moments of truth’) to turn memorable. If they grab the opportunity presented they may even stay for a lifetime in the minds of their buyers.

Here’s an example of how the amazing Ritz Carlton took the memorable road!  

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…