Refuting Laura Ries

Recently, I came across this post by Laura Ries, one half of the famous Ries & Ries duo:http://ries.typepad.com/ries_blog/2008/01/after-a-brand-o.html where she argues that the recent re-branding of Xerox with a new logo fails to serve the purpose.Xerox has long been identified with the ubiquitous photocopier.So common did the process perforate into the general population's awareness that the word "Xerox" soon became a verb.Laura argues that Xerox became so synonymous with photocopying that its forays into other business domains failed to take off.People believed that Xerox was good only at photocopying and viewed the other businesses with skepticism.Its popularity became its bane.But with due respect to Laura,I tend to disagree.I wil cite the example of the Tata group in this respect. Although a family business venture, it benefitted immensely from having visionaries at its helm.Right from establishing Tata Steel at Jamshedpur in 1907 to the formation of Tata Aviation, the forerunner of Tata Airlines and Air India, which was later nationalised ,its actions always earned the respect and trust of the people.And it was this trust that it built its business empire on.Agricultural appliances to Multi-utility vehicles,Broadband services to E-learning. You name it and chances are that Tata has a presence in that domain. With global powerhouses like Tata Consultancy Services and Tata Steel in its kitty its not surprising that the Tata empire has been growing at a steady pace.And what with the Rupees 1 lakh car Nano being unveiled recently, it is poised to do to india what Henry Ford did to USA in the early part of the 20'th century.Further, I would like to reiterate that although I am a bit skeptical about Tata diversifying into too many business domains, I am convinced that it has managed to do well only because of the respect and trust it enjoys among the people.The same holds true for Xerox .With a high brand recall and impressive track record, it is also in a similar position.With a proper vision and practicality it, too, can surely consolidate on the trust it enjoys to diversify into other business domains and do well in re-inventing itself.I wouldn't put a termination to their re-branding efforts but would like them to take the challenge head-on.

Marketing Insight Contd.......

An audience need not necessarily be the "wrong target audience" even if they don't have an immediate requirement for the product or worse still , they might never use it. As people are more likely to buy a product based on the advice of their friends,family,etc, it always helps when your product has atleast a recall value rather than being a familiar product having a negative feedback. And this is exactly the moment when the "wrong target audience" can help your company's cause subconsciously. A mere mention might tilt the scales in your favour. Remember,free marketing hasn't hurt anybody till date.

Marketing Insight

"The more people you reach the more likely it is that you're reaching the wrong people", this sentence by the Marketing guru Seth Godin made me think hard. But then if you don't reach out to a larger audience, the competitors might take them away. In an era where the customer is spoilt for choices, it is logical enough to make your pitch first and leave a favourable impression on the customer. To be continued.......

ARRESTING FEMINITY

When life proceeds at a frenetic pace, it ceases to be life. The uniformity is shattered and pace defines you. And during these times, it takes a nature to let you appreciate the unspoiled and virgin beauty of life, which, otherwise would go unnoticed. I, for one, must know because I have been richer by the experience. I was walking one mid afternoon, playing and replaying events in my memory, when all of a sudden the threatening skies opened up and vicious rain came hurtling down. Blinding rain enveloped me and I ran for the nearest shelter. Yet, as I started my escape, a strange feeling engulfed me that I was being followed. Alarmed I ran faster and stood under a shed. But the stalker was too good for me… she had followed me diligently and within a few moments had my entirety in her arms. She was too strong for me and I found myself submitting willingly to her advances. And then she let herself go. I stood there, transfixed and motionless and it was then that the beauty of the entire event struck me. She wasn’t my stalker but my savior yet she didn’t demand any recognition from me. She was the feminine smell that had emanated when the first raindrop had kissed the parched lips of the earth. Rooted there for an eternity, my olfactory nerves took in the last remnant of that sweet smell. I felt better. Nature had extended her healing canopy to engulf me and I am thankful to her for this unselfish gesture. Every time I see rainfall in its varied hues, tormenting the earth, innocent reminiscences spring up to life and that is what life is all about. It has been aptly said-“Life isn’t what has been lived but what has been remembered”.