It’s that time of the year again.
The beginning of a new one; a new dawn; a new phase of life; an whole new start………and all other such nonsense!
To me, personally, the fun part of New Year has always been watching people make resolutions. “I will start doing this.” “I will stop doing this.” And what not. Do they seriously mean them? Absolutely. Will they follow them religiously? Absolutely………..not!
I just don’t believe in New Year Resolutions. Not because I don’t have anything to drop, add or delete. But because of my inability to live up to them or execute them. When it comes to New Year Resolutions, I have always had just one: To never have one!
Since I am not going to have one myself, I thought I would do the next best thing - help give a few resolutions for others to follow; to who else but to my own fraternity. Here are a few New Year resolutions to all the marketers and advertisers – present, past and future - that they can adopt for the so-called New Year.
1. I shall not blindly use a celebrity to advertise my brand. I would rather build a brand that becomes a celebrated entity in its own right.
2. I shall not resort to stupid brand extensions and would rather strive to make my brand stand for the generic like Google, FedEx, Bisleri etc.
3. If I am selling a brand to men, I shall not position it on ‘Sexual Attraction’ like Axe, Set Wet, Wild Stone and a million other brands. Agreed, most men have only one thing in the mind. Yet, I will try and discover new insights to base my brand positioning on.
4. I shall not resort to cheap ‘Sale’, stupid ‘Price-offs’ and unintelligent ‘Offers’ to promote my brand and would rather try and build a brand on old-fashioned marketing values like consumer understanding, spotting need gaps, product innovation etc.,
5. I shall not think that the best way to promote my brand is to sponsor the most popular programme or event without ascertaining the level of fit between the sponsored event / programme and my brand like is the case with the stupid Fair & Lovely Fourth Umpire and brainless Airtel Super Singer. I shall explore better ideas like Britannia 50-50 sponsoring the Third Umpire decision.
Do I seriously believe the marketers would do any of these? Not even in my wildest dreams. But what the hell; it always feels good to give New Year Resolutions to others. When they fail, and believe me, they will, I can always make it the topic for my next blog post!
Does it mean my next post would be on December 31st 2011?
23 comments:
it is great to see you write again after so long.. and hope you keep updating your blog frequently all through this year and afterwards also. Have a great year sir.
I discovered your blog recently and am happy that you are keeping it alive, was that by any chance a new year resolution?
I am totally against use of celebrities in ad campaigns.I read somewhere that David Ogilvy never liked celebrity endorsement; he said that celebrities are used when you run out of ideas. Some of the celebrities are so over exposed that it makes me wonder if they really make a difference to the brand. The latest post on my blog is about "Celebrity Non-Actors and Non-Celebrity Actors", please take a look.
Sir!!!you just spoke for a lot of guys in my opinion...i am a big fan of yours...hats off to your love for marketing!!!
Surprize to see u again.... Every day i look for ur updates.... But yesterday missed it and u r onnnn... Expecting the same atleast once in a month.... Wish u happy new year sir....
Surprize to see u again.... Every day i look for ur updates.... But yesterday missed it and u r onnnn... Expecting the same atleast once in a month.... Wish u happy new year sir....
Surprize to see u again.... Every day i look for ur updates.... But yesterday missed it and u r onnnn... Expecting the same atleast once in a month.... Wish u happy new year sir....
Surprize to see u again.... Every day i look for ur updates.... But yesterday missed it and u r onnnn... Expecting the same atleast once in a month.... Wish u happy new year sir....
Surprize to see u again.... Every day i look for ur updates.... But yesterday missed it and u r onnnn... Expecting the same atleast once in a month.... Wish u happy new year sir....
Sir, Wow.... It has been a while i have heard these kind of words from you :) It was too good to say the least
yes i agree sir 2 an extent... in usa an experiment conducted showing sexy picture of women were all men pupil in the eyes dialated. then they found product for men is always in that category. if u need profit u should not avoid those ads rather try 2 accept it as technology.. i might be wrong but its my way of perception..
OMG!!!!
This defntly comes as a new year gift...
Wish to see frequent updates...
You just don realize tat ur blog is one happening thing on earth...for me..
Keep rocking!!!
Happy New Year!!!
If not as resolutions, marketers can atleast take it up as insights that would stand significant for time and beyond..
An excellent start for the year..
Just cant wait to mention-"What a stttyyyyle of writing"
Looking forward to many such excitements..
sir,you are too good .you have got a very good humour sense,its not only shown when your are giving lecture but also proven in your text.please update this blog regularly,hoping to read it soon...
you have an interesting blog, keep up the good work.
It is very nice that you updated your blog sir ..please continue to update it sir . . .humble request . .
we waited for 7 months , the post is worth the wait.
dear walkin-stick, thank u 4 helping the OLD "ad-strategies"
" kudos guruji"
we waited 7 months , the post is worth a wait.
dear walkin-stick, thanks for helping the OLD "ad-strategies" .
"kudos guruji"
Guys, thank you so much for your kind words. Deeply touched and all that. Never realized there are a few who like to read what I write. And for you nice souls.....will try and be as regular as possible. Thanks once again. Feel humbled!
Wow.....first of all..what a relief to know that you have not closed down your blog....6 months of hibernation is enough to think that nothing much would happen further....For souls like me sitting in another part of the glove, this is my only window to the marketing world……
Coming to your post, it was a wonderful one….Nothing less can be expected from you though…..By the way, where o where are the marketing maayaajaalam awards? Is it that no body is worth getting the award? ☺ Any case, though I completely agree with you that celebreties could be a no-no in ads, you must conceal that brands are still managing to create an impact with the weight of a celebrity….I am a Sachin Tendulkar fan and when I see a Sachin ad with some product X, I watch it of course for him, but I can’s help but notice the product he’s endorsing….Of course, it’s a wicked and crooked way of reaching the consumer. If velebrities don’t work, then why are companies still using them…..there must be something about celebrities….
Another thing I wonder why companies do is to bring out the same product in a different way….I was just jugglingmy mind for a few mintues and I came out with four products which almost exactly do the same function….Sunsilk from Unilever, Head and Shoulders from P&G, and Garnier Frutis….They all do the damm same function of cleaning your hair….If one shampoo worked better than the other, then none of us should have dandruff issues and all of us would have perfect smooth hair…
Any ways, to end I just hope I don’t have to wait another 6 months to see an update in your blog….Happy new year to you! There are people out here, extremely happy reading your blog…….I still go through some of your old articles from time to time….I would rather read your blog than marketing text books...:)
Here is something thats almost difficult for them all: Thou Shall Not Annoy Your Viewers
Hi sir greetings! this is the first time am reading ur blog infact a blog itself.. thanks for BLOGM making me to take this initiative.. im not making any resolution that i will start reading blogs but for sure ll go through good blogs like yours...
Hi sir greetings! this is the first time am reading ur blog infact a blog itself.. thanks for BLOGM making me to take this initiative.. im not making any resolution that i will start reading blogs but for sure ll go through good blogs like yours...
I shall explore better ideas like Britannia 50-50 sponsoring the Third Umpire decision.
- Satheesh sir's trademark find.
This is why we feel you are "THE MARKETING PROFESSOR"
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