When my wife looks around, sees the whole husband class and do a comparative study based on efficacy (Rich enough to pay her manicure), safety (Caring enough to prepare abed coffee), and quality (less stylish to attract other women’s attention)……… what makes me stand out?, especially when all the other little bas***ds project themselves as holy Ganges that everyone had to take a dip in.
The situation is quite familiar for a pharmaceutical marketer as he sees all the brand his doctor confront says they are superior albeit they get it manufactured in a ‘cattle barn’ in the corner of a tax evading zone. Now the conventional wisdom says ‘If you want to survive – Differentiate. But what is the ultimate differentiating factor?
Is it quality?.......... But people buy Maruti Suzuki not for its quality. It is the geographical extension of its service outlets makes it a preferred brand. So is it service the ultimate differentiator? ………..But people prefer Intel processor to AMD not for its service but for its innovation and technology which Intel demonstrate by introducing 662 unique versions compared to 79 by AMD. So is it innovation which differentiate?......... But Hotmail is not mail service innovator nor is your Apple. I Pod, i Mac, I Phone have became the best sellers but were never the one which innovated the technology. But they had the better appearance, better style. At any point can we discount quality?....... It is the quality which makes Toyota, FedEx and its overnight delivery stand out.
Now the big question is what will you do when you got none of these elements to flaunt.
The answer is TBR. i.e Total Brand Recall. Your doctor will wake up on the bed sheet, sip a coffee from the cup, get ready and took his car key chain, open the car and sit in the car cushion, car perfume hang in front of him………. Everywhere he would see your brand name. Step in to the hospital he sees an awareness poster courtesy your brand, he is welcomed to his chamber by a table standee where your brand name is imprinted. Thus he eats & Pray with your brand. He’ll hate you but will certainly buy you.
Now you understand why my wife hates me but can’t let go of me.
(Courtesy Sandeep, Planman)
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