Sirf Gyan Pe Mat Jao ..

Yesterday I was watching this soap on television where the protagonist suffers from something called ‘OCPD’ (Obsessive Compulsive personality Disorder). A quick explanation about the syndrome is that it is characterized by too much orderliness /perfectionism and people with this condition tend to pay attention at the minutest detail. I would like to clarify that I am not doing a research on this syndrome ;) in fact I was thinking about this ‘trend’ of coming up with something which is:

• Offbeat
• Unexplored’ or
• Simply ‘different’

  Be it the movies or the way marketing firms communicate with the consumers, everyone as if is striving hard to present something which is completely different or which is ‘less talked about’. Earlier if a movie had a character with a serious ailment then the disease was essentially ‘Cancer’ or at the most ‘heart attack’. Now it is ‘Progeria’, ‘OCPD’, ‘Dyslexia’ and what not.

Take a look at the ads now. Earlier if it was a milk drink for kids, then the communication revolved around ‘Vitamins’ ‘Minerals’ and the other basic components. Now it’s all about ‘Scientifically proven essential nutrients’, ‘Extra Nutrition’ ‘Hemo CALTM nutrients’ and what not. 

This shift surely indicates the marketing efforts enriched by innovation, value additions and being ‘strategically correct’ while positioning. And all this to keep a pace with the constantly changing consumer behaviour. Though marketers and researchers come up with tall claims to ‘understand’ today’s complex buyer, they often forget the essence of the communication and the fact that the consumer wants everything then be it quick service, trust ,consistency , innovation , price benefits , options , simplicity (in communication and product usage as well) which go in the ‘making’ of the overall experience.

The shift also reestablishes the fact that today’s consumer is not only educated, well-read and technologically advanced but cautious too. So instead of just ‘telling your tale’, it is important to engage them and sustain the relationship. Remember that the satisfied customers will advocate your brand on the basis of ‘real experience’. 
So don’t be just ‘informative and innovative’, go that extra mile and engage them with your brand as this will be your first step towards building that ‘Sustainable bond’ with your customers.

Chandana Mungre Kashid

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