I am told my calendar cant flip a page any longer.. Its 2017 Ladies and Gentleman and there is much happening.. Welcome back to ‘Beyond Campus’.
Here is a classic case study of unstilted marketing warfare which my faculty friends and students would find interesting; A media leader being slowly but surely taken on by the challenger brand as we term it in marketing. For the record, war is normally fought between two forces, but this case is an exception. Its almost akin to waving the flag of surrender even before trying to ward off the opponent.
This week has had its share of excitement from what I figure. From a high decibel advertising war between the regional power houses, the action has now shifted quite unobtrusively to the ground…
A little bird tells me that an old hand of the big brother has moved on to newer pastures; I don’t blame these moves for, most often, existing employers tend to relegate their most loyal soldiers under the rug or at best use them for personal errands. Atrocious to say the least.
And, the people who have it in them to swim against the tide for their own company, can only do better beyond those walls.
Unlike what some of my friends in these humungous institutions may think, I have no mission here. For me, this is about sensible marketing warfare on the ground. For one institution they are dead-wood and for the other, a statement of purpose, that without doubt will result in leader-brand erosion
I honestly would be worried if I were the legacy brand. This isn’t trivia. This is a clear invitation allowing the challenger to take you on, on your own turf. Wake up to the reality of pro-active competition.
Time now to introspect and search within your own, for that spark of quality and belief in the brand. You may not find this any longer. The purse strings can loosen, but rarely do they buy honest to heart loyalty. It can at best pamper an ego, but will hold no promise of retaining your true audience, the reader and advertiser.
Its a tough road ahead and the markets aren’t going to help. Get sensible and get off that high horse before its far too late.
Don’t ever forget even the engineering marvel Titanic went down in a flash and sweet nothing could stop it.
May the best man win. Amen.
Pune365: The views expressed in this column are the Author’s and we do not necessarily subscribe to them.
Disclosure : Jaisurya Das is also Co-Founder Pune365
Jd also consults in Consumer Neuroscience and Neuromarketing, both of which are integral to his brand interventions.