The Brand Promise

Companies have evolved from being Business Houses which looked to earn profit to Organizations which have added value to the people.

As a MBA grad, one thing which will be constantly fed to you is that Business houses are meant to add vale to the life of People or the so called customer.

Now, very rarely if someone really complete reading Philip Kotler ( The Marketing Handbook suggested to every MBA grad in country INDIA), they will tell you that no where does this book lays emphasis on How ethical is it to create "wants" in the consumer Mind.

Actually a consumer never want anything, They never wanted the New toothpaste or the new systems. So who is to Blamed, or who must be awarded to ingrain such philosophy in the mind of a common consumer?

In fact, its the common consumer who needs to be rewarded/blamed.

Few Men, who understood the human race, knew that the world will reach a place where the power will shift to people with Power. This so called Power is defined as the Power of Money.

and what amazes me is the endless pursuit of human race towards accumulating more wealth and more materialistic things.

In fact, a young Man of 25+ age, in any metro has filled his life with almost all the major brands in the market, may it be Apple-Ipod, to HP- Laptop, to Nokia-Mobile, to Ray Ban sunglasses even a Jockey Underwear, but still can't find that one thing which will give him joy which last for long.

His brand preference changes, based on how much more the material costs, and this buying it gives him the much needed adrenaline rush.

The ladies are the another interesting part of the story.

They have always extracted happiness by spending money and buying things.

The scientists are still trying to decode through n number of experiments what is that one thing which gives the woman ability to spend so much time happily buying from every nook and corner.

What Brands have done is that they have long stopped finding answers to these questions and left it for academicians to ponder, and concentrated themselves completely to find out better ways to sell more and more.

But Here is were I sense an opportunity.

Can we create a brand which will actually give a consumer satisfaction and happiness for lifetime?