Hope: A cheap, universal cure for all ills

[LahoreEstate]

Sunday, June 28, 2009
Beenish Pervaiz

My father always told me there is a thin line between love and hate, and as a child I had always rejected the notion. With age, I have embraced it perhaps more than any other fact. Hatred consumes you, drains you and takes away so much that one becomes devoid of all. It is an emotion I have not as yet learnt to deal with, despite being extremely emotional myself. On the other hand, I have embraced hate’s twin sister, perhaps for keeping my own sanity.

I love life. I love to laugh, but I indulge in crying too. I enjoy the rain and thunderclouds, but quiet evenings at home are equally entertaining. Each day brings more hope, because of the prayers yet unanswered. Each moment is exciting because of the dreams I have to live. And in this whole process of dreaming and anticipation, I’ve had one of the best times of my life giving people a reason to dream, a reason to hope. After all, how else would one define marketing?

Time and time again, I have realized that more than common sense and insight, what great marketers need the most is empathy. My journey in this field has demanded me to interact closely with people from all backgrounds. The fondest memory I have of such an interaction is that of a woman who had commented: “Mera apna ghar nahin hai. Lekin jab bhi mein drive par jaati hun aur koi khoobsoorat makaan dekhti hun tau mein khud se kehti hun ye ghar mera hai, aur ye bhi, aur ye bhi.” (I do not have my own accommodation. Whenever I see a beautiful house, I say to myself, this house is mine, and that too, and that too).

It was such a beautiful and innocent thought that I had smiled for a long time afterwards. More than that, it was a pure thought, and by that virtue, extremely truthful too. Perhaps the only things or people that stay with us, are those whose thoughts accompany us. Our dreams and aspirations have the strength to make their presence felt much more strongly than reality. And hence, ridiculing the craziest, most unrealistic dreams is quite nonsensical itself.

Historically, the best marketers have not only provided brands, but a way of life; more specifically a life more in line with people’s dreams and aspirations. A pineapple juice is not only a drink that will satisfy the taste buds of a flavour hungry consumer; it is something that in its best form allows a momentary escape from reality into the tropical islands.

In today’s stressful world, everyone needs a little indulgence to serve as an occasional gratifying experience. Though it’s impossible to satisfy our wishes for a fancy new car or the latest designer wear all the time, an easy way of self pampering is via indulgent food and beverages items.

To meet such non-essential but accessible consumer experiences, product managers have offered confectionary or subtler products with indulgent ingredients to elevate basic food items. While great taste is an indulgence for some, others indulge in pricey high end restaurants so as to deliver the sought after emotional benefit of comforting and nurturing. They offer not only a temporary escape via novel eating experiences but also allow consumers to show off their good taste and connoisseur through knowledge of premium products; thereby generating positive feelings through wish gratification with an element of yielding.

While luxuries are overpriced and hence out of reach for many, thanks to marketers they are more readily available these days on several levels. Inexpensive but luxury like mass marketed products available in mass channels have arisen due to increased consumer awareness and sophistication. In a culture deeply embedded in celebrity worship, consumers feel they too are entitled to luxury. As long as there is a clear benefit, companies can charge a premium pricing for these indulgent products and build brand equity based on these “feel good” emotional experiences.

Despite this occasional consumer need of increased gratification and indulgence, the other end of the spectrum offers growing trends of health consciousness which marketers are tapping into like never before. The “Look good, Feel good” factor has made food and beverages into tools for boosting quality of life. Health and wellness now has a deliciously edible dimension as consumers eat and drink their way to a brighter future. Holding onto the fitness and vitality front, consumers feel that a delicious daily maintenance can keep them young and healthy for years.

True or not, these beliefs are so well ingrained that they’re almost real. After all, perceptions strong enough constitute reality. The Dove “Real Women, Real Beauty” campaign beautifully taps into the lives of women wanting to get in touch with their femininity. The brand activation makes it one of the most inspiring campaigns of all times, as it brings to life the hopes of women who find beauty in their own reality.

Contrary to popular notion, marketing can be a noble profession if it allows the unleashing of those dreams people could not have dared for.

Barrack Obama based his entire electoral campaign on “change” and hence, provided hope to millions in a multi-cultural, multi-racial nation. Consider his opponents: one, a woman connected to one of the most successful politicians in American history and the other, a well known senator with a distinguished track record; the odds were against Obama. His “positioning” of “change” turned the tables around. “Yes we can, yes we can” he stood victorious in a highly charged crowd at Chicago’s famous Grant Park, giving people a reason to dream, a reason to hope.

As someone once said, “Of all ills that one endures, hope is a cheap and universal cure.” It certainly is. And the provider of hope is most noble.

(The writer is a LUMS graduate and works for NESTLE Pakistan. Her interest lies in long term brand building techniques and factors influencing consumer purchase. She may be contacted at pbeenish@hotmail.com)

http://www.thenews.com.pk/daily_detail.asp?id=185314