Aditya Raghavan
I have often wondered what it takes to be a great brand manager. The variety of skills needed to be possessed as a management student pretty much sums up the wide knowledge the students are supposed to have as they enter the corporate jungle.
But getting caught up the rat race and a micro focus on aptitude,quantum and theoretical skills results in a black hole when it comes to branding. We cannot deny the importance of analytical ability but it cannot be overstated.
Here is where knowledge of History places you in a different league all together. In my own personal experience, active interest in History, symbolism and a passion for archaeology during my younger days helps me look at brands in a different perspective.
History, being perceived as a boring subject which is more of a result of uninspiring teachers rather than the syllabus in itself , can act as an amazing bridge between good brands and great brands.
Knowledge of history and culture of your own region gives you the 3rd eye in terms of marketing insights and creating new brands.
An example would be the art of bargaining in the streets of Istanbul. Istanbul's markets are fascinating wherein the art of bargaining while drinking coffee is a matter of pride for the shopkeepers who treat instant buyers with disdain.
If you do not understand this culture and history of Turkish markets as a marketer or consumer, you are most likely to have forgettable turkish adventure :)
Street-up marketing is the best way to understand both the physical and mental market place.
ReplyDeleteHistory and culture have to be experienced live and not through text books.
Prof. Anand Narasimha
yeah! Knowledge about local culture & history is very much important. A very good example can be the Coke's 'disaster' ad in Saudi where they failed to notice that they read from right to left!
ReplyDeletePrecisely Jibin. That was a major blunder caused by arrogance with regards to local culture and over exaggerating the power of brand coke.
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