What brands can learn from Gandhi!!

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  1. Yuvraj Goswami |

    A footballer’s shirt is soaked in sweat, steamed in body odour, and sunk in the filth of self and soil, yet is highly desired regardless of the rather loathing outer appeal. This purely suggests the extent to which consumer irrationality can be exploited. Gandhi, the most successful entrepreneur cum brand ambassador of all time, brilliantly cracked the code to this. Perhaps that too is a lesson for all our corporate goons to take motivation from, apart from the daily mantras of morality and good will that we are otherwise overwhelmed by. What brands can indeed learn from Gandhi is that ‘Gandhi’ himself was a formidable brand; he himself endorsed it, he selectively and strategically marketed it, he solely cherished the profits of his enterprise. He sold his sweaty and stinky shirts by telling the world that they were footballers’; too bad the consumers ‘bought’ that; too great the consumers today too would!

  2. Brilliant………….and Gandhiji made sure that all the symbols reinforced his single message- chakra, khadi,Gandhi cap, the way he dressed etc…………imagine he going for usual consumer research and asking them- Hey what you think about my idea of dressing up and chakra or cap. People would have told him its weird or unusual-don’t do it. Thank god,he believed in what he said and DID. I think even brands need to be bold and sometimes craft their own vision of idea by symbol, by involving people and by simplicity and then be confident about it. But so many times these brands let consumers define them quite a lot instead of creating their own voice and letting consumers follow them.

  3. Simple to the point…undoubtedly something we should emulate, the only problem is that we sometimes twist it too much – for e.g. the point – find a symbol for your belief – dread the statement, lets throw in a character bablooo…emm

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