Saturday, 14 April 2012

5 proverbs, 4 animals and marketing lessons

You must have noticed that adding proverbs while discussing makes the discussion not only lively but also adds spice to the language. It helps you clarify your views, makes your opinion more specific and adds impetus to what you are saying. I prefer to say that proverbs are chutneys, the hot and spicy mixture which adds spice to your otherwise plain food.

Many proverbs originated from different animal behaviours and their relationship with humans. While all animal related proverbs guide us to better living, quite few of them teach us important marketing lessons.

There is more than one way to skin a cat
The proverb means there is more than one way of achieving an aim. You can employ different approaches to market a product and eventually build a brand. As Philip Kotler suggests, depending on your market plans you can either go for entrepreneurial marketing based on direct selling and grassroots public relations, formulated marketing with a marketing department and salespeople or intrepreneurial marketing adopted by large companies where brand and product managers study consumer behaviour and visualise new ways to add value to customers’ lives.

Don’t put the cart before the horse
It means don’t reverse the accepted order of things. First create a world class product, then market it and advertise in full swing. If you do it the other way round, you will not only lose money but also the faith of the consumers.

Don't change horses in midstream if you want to succeed.
Don’t change horses in midstream
The proverb means don't change your basic position when part-way through a campaign or a project. Once you start building a brand, don’t lose your patience in the mid-way. If you start marketing apples, don’t leave it owing to losses and start selling oranges.

A leopard cannot change its spots
The proverb means things cannot change their innate nature. As in the case of leopard, a brand too can’t change its true form. A brand should stick to its origins. You can’t imagine of a Mercedes ice-cream or a KFC car. However, a McTikki as a sub-brand of McDonald’s can attract consumers.

Every dog has its day
It means every dog, and by implication every person, has a period of power or influence. It tells us to wait and persevere because brand is not built in a day. It requires continuous dedicated effort to create a brand in the hearts of consumers. People will get to know your brand if you keep on delivering consistency and adding value to your product gradually.

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