The Edge Marketing

Marketing is an art, I believe, of doing the intended. There have been thousands of definitions in this regard, and all are regarded as right. But is there any concrete definition for marketing? I don’t think so there can be any; because when we try to define anything, we confine ourselves, and Marketing, no doubt, is never incarcerated.

There have been many approaches to understand the ocean of marketing, and the focus has been shifting with generations. We are living in an era of global change; in fact I believe we are living in such a great time of change where change changes itself before it is even realized.

It is not the strongest of the species that survives, or the most intelligent, but the one most responsive to change.” —Charles Darwin

No more satisfied customers are required - the issue now is delighted customers. No one is loyal, Company, Employee, Customers… no one cares for anyone but oneself. But the tragedy with company and its employee lies in their total dependence on customer, not normal, but mocking customers.

Let me just share a paradigm shift which is really happening and rocking the entire mindset of companies… Nothing is Brand. It’s all about Lovemarks; the impression of extreme delight. You might claim that your product is recognized by its consumers, but I say, who the hell wants to see the recognition. The question to be asked is whether your customers love your products or not. Now the promise is no more for quality, but of Sensuality. The challenge today is not to be symbolic, but iconic.

These are a few of many phenomenons existing globally. Marketing is no more a game of 4 P’s, but of 5 I’s i.e. (Ideas, Imagination, Intuition, Insight, Inspiration) and 5 E’s i.e. (Emotion, Empathy, Energy, Exploration, Enchantment).

Where do we stand in this scenario? Are we feeling the heat around, or is it that we are just hiding within our comfort zone? If the answer is the comfort zone, then let me advise you that you are opting for ultimate failure. The challenge is on and the challenge is brutal. Innovation is the demand, Creativity is the soul and creating Legacy, a story of your own is the mission.

We must realize that the world is exceptionally demanding in terms of being better and tougher. Success is not an option but the only choice. Survival has changed its meaning. Survival now means growing at least with the velocity of change. There is no use of saying that “we are trying our best”, the call is “You have to be the best”. World has never been so intelligent. Information at finger-tips is the present scenario.

Let me conclude by remarking that the time is of “Ready, Fire, Aim”, not of “Aim, Ready Fire”. Time is for creativity, not for imitation. Moderation is the threat, Innovation is the feast. So just analyze yourself, and check it out if you are ready to hit the music.

You can’t behave in a calm, rational manner. You’ve got to be out there on the lunatic fringe.” — Jack Welch

More Articles: