It has been some time since advertising and marketing lingo has entrenched itself in political battles. They are used and abused in election discussion and debates. Politicians are now fairly comfortable with terms like brand, positioning, public relations etc. Has the reverse been happening?
Not an original thought. It was planted by one of my client reacting to a news item last month. It said ‘Punjab Congress ropes in Nitish’s poll strategist for assembly election’. It gave rise to a simple question. Should a poll strategist not be the marketing guy?
My answer was as simple. It works both ways. Every poll strategist is a marketing guy and every marketing guy is a poll strategist. Then something clicked. A question: how will my approach be affected if I treat brand marketing as an election in the marketplace.
Marketing is all about brand politics (if I may borrow the term) within a constituency of possible users. This constituency is cut many ways just like voter banks. Geograhically, demographically, pyschographically or any other way. Potential users are equivalent to the Target Audience who are in the market to vote (buy) a particular brand. There are your loyal voters as well as non-voters and all you are looking is for to engineer the swing that will make you the leader.
But there are three simple differences. The voter is busy voting in multiple elections at the same time. And a result any one of them may affect outcome of your election. The trip to grandparents or even a marriage plans can upset or delay buying of a two-wheeler.
In fact each of the category has a set of candidates shouting for voters’ empathy. Each one of them tries to impress the potential voter (user) how they are best for his future. But in this on going election – it is the voter who decides when to cast the vote. Many times these voting sequences are a result of (winning brand) candidate performance (usage) and life cycle.
The election is a continuous one. Results at one stage are not a guarantee for any future position. The election subject and terms are affected by multiple external factors.
Once we start considering brand and consumer relationship as an election, we find a shift in our approach. In the market, all elections are running at the same time. The media and voter (consumer) mind is cluttered. Consumer can at any stage vote (spending power- need hierarchy) in limited number of votes. So, I as a candidate (brand ) use all the overlapping media with other elections and candidates need to impress the voter. Impress in every cycle. And for that, my company (party manifesto), brand (promise) and delivery ( experience) must be in sync.
With the new media, perception has surely become the new reality. The like-dislike as well as rumours and virals are the new found focus. Is there a learning from political parties and their processes?
The symbol and symbolism have a new found value in this highly cluttered environment. That is something political parties understand hence the three weapon of Party Manifesto, Party Symbol and the Face-of-the-Party stares at you from every concieveable medium. The candidate meets you in every possible platform you may be interacting in.
There are coalitions and seat sharing, just like non-competing brands shouting under bundled offerings from hypermarket shelfs.
A political candidate does the mistake of disappearing from constituencies post-election and resurface later. Something that the brands in real market can ill-afford to do. Hence, where in politics there is always an incumbency factor and pressure, the real market seems to demonstrate incumbency pressure only when there is a new technology, promise , benefit or need emerging with the changes.
In a commoditised market, voters sleepwalk through the election and is not affected by the possible candidate seeking attention.
A brand that has suddenly taken the FMCG sector with storm is Patanjali. It seems to be the brand that has drawn from election campaigning and election marketing. The party name in this case Patanjali and the face-of-the-party Baba Ramdev is all you get to see. Even on TV you see more of static non-interrupting reminder L-shaped ads or aston bands than real commercials. There is some programme sponsorship – but where ever you go Baba and Patanjali overpower the message.
It will be wrong to simplify. They are not overpowering… they are the message. They are the promise. They are the seal and mascot. They are the goodwill of the company and a promise of delivery. Seeing them you do not have to rearticulate the benefits and promise- it is understood yoga, natural , affordable and healthy. And somewhere it reads in the subconcious mind. No after effects.If it is BABA- everything will be GOOD. This simplifies life of the consumer. Baba has taken the decisions for him. Life nw is about ‘so many less decisions to make’.
This happens when you buy into a political party’s ideology. Then the candidate does not matter. The election does not matter. It is so simple- vote for the party. Patanjali is no different. It does not matter if it is Atta, Hney or detergent. It is Baba and Patangali,
The chain of shops across the country and tie-up with the retail chains closing the loop of Familiarity and 3 A’s- Accessibility, Availability and Affordability.
The simple non-stylish ( may give headache to some design firms) packaging is like Khadi of politician. Seen as a signal of the brand ethos of cost saving and not investing into more-than-desired styling.
This is at is helping Patanjali win the battles. It has been following the political focussed approach of Single-face –single-promise. Leaving no space for any doubt or rethink.
Do you think your voter segment and you are absolutely clear ( not confused) about expectations and deliveries. Look at the trends ad changing expectation to catch and understad the SWING and the reason well in advance. Or a new category, process or service ( startups) are going to make you redundant.
It maybe a good idea to re-look at the brand as if it was fighting an election in the market pace. Deep dive and see if you have a relevant party / candidate manifesto that is current and relevant.
FIRST published in MXMINDIA.COM
