God as Brand

The thought of writing this blog came when I went to Shirdi in July 2012, when I reached Shirdi, I saw huge following in queues dying to meet Sai Baba, Also when I went to Mallikarjun ( one of the Jyotirlinga of Shiva near Hyderabad), I saw tons of crowd, it made me think people really follow Gods.

GODS ARE BRANDS, different gods serve different purpose/needs in people’s lives. I started looking at Gods as brands as under

Shiva

I find him a very strong brand when it comes to specific needs of a consumer, he is like Amitabh Bachchan in real world, that stature, persona, connect with people. He is a national brand, if you observe in temples, all Gods are given due pampering by flowers, shingar, aarti but when it comes to Shiva, he stands apart, he is not pampered n the same proportion yet he stands apart.  Shiva brand is exclusive too, people travel all kinds of mountains to meet him (see locations of all 12 Jyotirlinga, except Somanth and Vishwanath, he is not easily accessible, maybe that’s the reason he is respected more.

You will find a strong sub brand in Nandi who is always connected to main core.

Key attributes of Shiva brand: Exclusivity yet approachability, non interfering, commands a premium, strength in distribution, perceived assurance in fulfillment of promise made to him.

 Hanuman

As a brand promise, he is a problem solver, no matter whatever comes; he will find a solution, so for customers he is most loved. A total solution provider, his strength lies in go getter attitude, he is friendly, and if you see you will find him in all temples accompanying almost all Gods like Ganesh, Ram, Shani, Sherawali mata. He is playful. His major markets are northern and western India.

Key attributes of Hanuman brand: problem solver, friendly

Ganesh

Though he is available in all parts of country but his major sales come from Western India (Lord Shiva divided the territories between Ganesh and Kartikeya (strong brand equity in south). He is a welcome brand in all Indian houses; he serves two purposes for consumers

1.       He fulfills wishes of people,

2.       He is a problem solver

If you see trunk on side where Ganesh‘s heart is he is the one who fulfills wishes, but if you see his trunk on his right side, he is a problem solver (Siddivinayak comes under this category)

Key attributes of Ganesh brand: friendly, no intrusive, brings smiles

Krishna

A mastermind, cheerful and a politically correct brand, he is preferred in all parts of country, his claims are tall that he is everything, he is perceived to play a role of a brand which guides people, a guiding brand, he suggests only and then moves on, with huge female brand loyalists, he is not cunning, he doesn’t speak his promises loud and clear. His strong markets are UP and Gujarat. He makes his consumers think, he installs questions in their minds and making them powerful.

Key attributes: Experiential brand, politically correct, adviser, cheerful

Ram

He is the most spoken brand name in entire country, huge top of the mind recall, he is known for sacrifices thus perceived to be old brand. He is generic name, thus not exclusive. One thing that comes to my mind is inspite of huge brand recall, he is not perceived to be big, a big preferred name. He is a majorly north India brand.

Key attributes: huge recall, known for sacrifice

The intent is not to hurt anybody’s sentiments, I just see God as a brand.

Vikas Sachdeva

Brand Amul- Connecting with people efforlessly

Brand Amul- Connecting with people’s effortlessly

  

It was 12^th July 2012, I just entered the Hotel Red Fox in Hyderabad at around 11.15 pm, after a day of making arrangements for our new outlet launch in Chandanagar, freshened up, was just about to close my eyes for a good sleep, my room phone rang, wondering who it will be at this hour, It was my boss Mr Alok Kapoor on the another line.

We were called in his room at 11. 30 pm to share some data!

Just as we were discussing some points, My boss stood up and there was one book “Amul‘s India” in his hand.

“This is a gift for you, he said!

I was astonished at his gesture, i had always considered books as most valuable gifts (last week only, my wife had gifted me Steve jobs biography) and a gift from boss, wonderful, i really felt happy!

I slept well that night!

The book is about brand Amul, not how it was made in detail, but how it grew strength to strength.

Few points it taught me-

How Amul system works

Milk Producer---------Village Dairy CO-OP----------District Milk CO-OP union--------State CO-Op Milk MKTG Fed------------Consumer

1.       Cartoon form: First and foremost thing i like about brand Amul is its form, Cartoon Amul girl, it has not tried to become real, had it become real life character, it would have lost the charm, brand Amul is not intimidating, not boasting about its products, this form is most engaging. The sketches are still hand coloured.

2.       Brand Amul: After observing the communication over the period of time, brand Amul is positioned in my mind as “ Priceless products with complete consumer trust” , this brand is so approachable, it’s never far, it tells me “ i have best products whatever milk can produce”

3.       Communication messages: They always are topical, let’s remember it’s really difficult to choose one subject to communicate on as topic need to have dramatic potential, of sufficient interest, they need to appear immediately otherwise impact of that topic will be lost and at the same time, there should be a way to connect with the brand. Amul has always chosen topics which have the maximum connect (Bollywood, Politics and Sports). The messages are thought provoking, lovable and charming.

4.       4-5 words of wittiness and humour and teasing - The best part about brand Amul is that it’s messages are of just 4-5 words and in some cases even lesser than that.

 It’s really difficult in 4-5 words to

           

  Connect with the topic/issue

                Putting humour

               Connect with Amul brand and its products

5.  Amul addressing everyday problems – With its journey from attacking politicians, connecting with Bollywood stars, it started addressing grievances of customers like power shortages, bad roads. Admissions ,Legal age for drinking and more, so customers felt brand Amul as their spokesperson, somebody who is highlighting their problems not as if brand Amul will solve the problems but at least addressing to large public through its hoardings.

6.Controversial nature of messages- Why it got connected to most people was that its controversial Nature, it was put people into thinking for few seconds and then smile, customer would nod in agreement, Yes, i have understood what you meant!

Journey of brand Amul

1970-1980- In this period, Amul billboard documents the disconnected concerns of small group

1985- Mid 1990s- Amul billboards covers beginning of liberalization and change of political discourse.

Post 1991- Political scandals and controversies

After 2000- Bollywood and television

Amul, Utterly Butterly delicious, a brand!

Vikas Sachdeva

    

            

    

          

love is all around

She said its complex subject and let’s write on something else but till then it was too late, the thought had already begun, tickling, finding, questioning and intriguing.

Based on my interactions with people over last few years since I have come to Mumbai , I believe the finding is true” The utmost need of the mankind is to be loved”……I am asking few questions to you

1.       Have you ever felt that you have all the amenities, comforts but still something is missing at times? That is love.

2.       Have you missed that special friend in the parties you were part of? That is love.

3.       Do you often look for someone who really love/like you unconditionally, hear you out completely?

4.       When you look back what is that one or two things that you miss about yourself?

It happens with everybody in different times, we become part of system in such a way that we forget ourselves, we forget that need of pampering ourselves that we used to do earlier. We stop talking to ourselves and we search for others to fill the gap.

Half of the things we don’t understand, half f the things we don’t communicate.

I often admit that I generally don’t express my love for others, I historically assumed that people will come to know how much I care, love them but how, will they get any a dream? I started realizing this and working on expressing, expressing to those special ones!

I remember once Steve jobs said “Stop living other’s life, which means that living life due to other people’ reactions” and since then I have changed.

We, People run away from some facts and points

We need people around us and vice versa, if you have tried to distance yourself from them, it is your choice, question is identifying right set of people should be around you .

Do you get affected by what people think of you/ say about you often? Pls don’t, Practice Neutralism more which is art of getting less affecting by negative emotions and growing inside out.

 List down activities you used to do before and liked them? Why have you stopped doing them? No responsibilities is not the reason, it can only cut down the frequency not entirely

Keep high expectations only from yourself, how much you can deliver to yourself? Keep expectations from others at minimum level, and that level only you can define.

Always contribute in other’s work if asked.

Love people unconditionally ( choose which ones carefully) and they will love you back sooner or later.

In problem, discuss it with close ones, don’t hold it to you, I never used to discuss with loved ones, opening up a bit.

Just think bloody life is so limited, enjoy the uncertainty, I am learning to do that, just think if you will live till 60 ( u don’t know till when u will live) subtract ur current age, se how many years left , lot many things to do, lot much to explore than to given attention to people who never matter to you.

Open up, open up, open up

You will never be able to keep the entire world happy, so just keep yourself happy.

I have  always believed

·         There is lot of love around us, its  we who need to find it.

·         Its your life, all people who have achieved something in life had same no of hours in a day, may be more responsibities/pains than we have.

·         Choose the right people around you & they will sail you through.

·         No, you will not get everything, the world is not created for you alone, so prioritize.

·         Be happy, laugh out loud, meet people, share, be a catalyst for your and people’s growth.

Lets make place around us more beautiful

Vikas sachdeva