4Ps B&M examines the strange paucity of ‘Love-Ads’ currently and exhorts, subjectively of course, the pundits to – well – get love back!
Picture
The most revered, hymned and celebrated emotion in this world is alas, allocated [by the powers that are!] only one calendar day in the year: Valentine’s Day! And boy, is there an overdrive – across all markets – to hard-sell heart-sell! But look around and suddenly you’ll realise that there’s a strange paucity of ‘love communication’. In other words, ads today are harping about technological prowess, or pricing coups, or even off-the-zonker humour... where the hell did the cheesy love ads disappear to?

And that at a time when the nation is brimming with Don Juanistic fervour. Never in recorded history has there been such a titanic need, hunger and desire for love. Quickly translated, the market for love is… unimaginable! Hard-boiled cynics and myopic marketers may dismiss this line of thought but the savvy, intelligent, sensitive, emo-tracking communication dude gets the drift and taps, full-on, with thumper results! It’s not so hard to figure out why, really. Look around and you see this strange scene with human beings longing to invest in emotion, love, imagination and feelings, both in their life and work, but most of them have one major problem: They don’t have a clue! Declares Isha Khan, a Corporate Consultant, “They are caught flat-footed in the challenge of translating love into a palpable, tangible and credible action. Comprehensively and totally foxed at the task of dovetailing innovation speed and flexibility with the magic and mystique of bonding.” To grounded people (not totally consumed or corrupted by gross and crass materialism that surrounds us), the solution is simple: Get back to Basics. Junk those bulky reports. Dump those research studies. Give love a chance. Leverage this amazing emotion as a strategic device for an enduring emotional connect – with every member across your target group/constituency – and watch the bottomline soar!

Genuine, sensitive and smart communicators have always understood, recognised and leveraged this emotion intelligently to escape from the dreaded ‘commodity trap’ and place brands where they actually belong – at the emotional centric-stage. Confesses veteran behavioural scientist and communication-watcher Kishore Dave, “This is a hallowed space reserved for charismatic brands – Pepsi, Coke, Reebok, Nike, Apple, Fevicol, Vodafone, Airtel, Lux, Surf, HDFC, Samsung, Archies – which inspire a kind of passion and loyalty that are both off-limits and non-negotiable to the touts. Also, what better time than now – harsh, tough, cynical and complex – to bring back the past and get love back-on-track. Celebrate love as emotion, inspiration and motivation Number One! Reaffirm what smart ad guys and marketers have known all along... that in the endless battle lines between emotion and reason, the former leads to action; the latter, only to conclusion”.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM Proves Its Mettle Once Again....
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

------------------------------------------------------------------------------------------------------------------------------------------------------------------------

 


14/09/2011 5:02am

We transfer many different kinds of energies also. We can transfer love, and we can also transfer emotional poison. Communication always has an intention. Intention and intent are completely different. Intent don Miguel on Communication manifests everything. Intent creates the channels, opens the channels and creates the communication. Intention is the purpose for the communication from the point of view of the reason.

Reply
14/09/2011 5:05am

I feel the love all the way around the world:`) Who do I have to thank for this one.....I'm thinking Carney??? Is it conceded for me to be a fan of my page?? LOVE YOU AND MISS YOU ALL!!! (PS: the strawberry shake has been temporarily out of order over here)

Reply
14/09/2011 5:09am

our love is usually conditional and based upon how other people behave toward us. This kind of love is based upon familiarity and direct interaction. The Greek word "phileo" defines this kind of love, often translated "brotherly love." Phileo is a soulish (connected through our emotions) kind of love - something that can be experienced by both believers and non-believers. This is in contrast to agape, which is love extended through the spirit. Agape love requires a relationship with God through Jesus Christ, since the non-regenerated soul is unable to love unconditionally. Agape love gives and sacrifices expecting nothing back in return.

Reply
14/09/2011 5:09am

We often hear that the 4Ps plays important role in the business success. 4Ps is said to be the fundament analysis for every business. It is said that 4Ps is the simplest business analysis tools which has the ability to improve your business.

Reply
14/09/2011 5:11am

With the increasing popularity of email, instant messaging, tweets, and other short bursts of communication, the act of letter writing has started to become a lost art. There are times, however, when a person needs to know how to write a love letter in order to express a much deeper emotion. Writing a love letter, especially in this day and age, often involves using an intimate and heightened writing style closer to poetry than prose. The sender should want to write a love letter which leaves a lasting impression on the recipient, or inspires the recipient to return the sentiments.

Reply
14/09/2011 5:11am

When you’ve lost someone you love, it’s easy to focus on the great parts of your relationship and life together. But, there was a reason you broke up — maybe even several reasons! Don’t ignore the “bad” parts of the relationship and idealize the best parts…instead, keep reminding yourself that you’re letting go of the past because holding on to it isn’t good for you.

Reply
14/09/2011 5:11am

The benefit of a hug can be found within oxytocin, otherwise known as the ‘love hormone’. In research published in the Psychosomatic Medicine journal a few years ago, physical affection was found to increase the presence of oxytocin in the body. The same study showed that a higher rate of this hormone resulted in lower stress levels and reduced blood pressure. That’s why a hug before work gets people pumped for the day ahead.

Read more: http://www.theage.com.au/small-business/blogs/work-in-progress/slimming-the-bottom-line-20110520-1ev9z.html#ixzz1Y1ZisVJh

Reply
14/09/2011 5:15am

good article like this

Reply
14/09/2011 5:16am

When people hurt you try to put yourself in their place and maybe you’ll get a clearer vision of their motives. Then you can decide if it’s worth your time and effort to stay attached to them or if they are so troubled that you should keep your distance for a while. I say for a while because I don’t believe in giving up on people you love.

Reply
alinasethi
14/09/2011 5:16am

Reply
14/09/2011 5:16am

I believe that everything happens for a reason. People change so that you can learn to let go, things go wrong so that you appreciate them when they're right, you believe lies so you eventually learn to trust no one but yourself, and sometimes good things fall apart so better things can fall together.

Reply
14/09/2011 5:16am

As a believer in both the power of setting intentions for the future and the power of being mindfully engaged in the present moment, I am sometimes asked how I reconcile the two.

Reply
14/09/2011 5:17am

I'd say, getting back with an ex is not worth it.
Maybe in the future if you really want to, if they end up breaking up, you can try getting back with each other, but as of now, I wouldn't even try.

Reply
14/09/2011 5:19am

Great story. Seeing that its a first person narrative I think u could be more descriptive or powerful where the female protagonist is concerned.

Reply
14/09/2011 5:20am

I met a friend and were been seen each other for about four month now and i feel that he the one i want i cant stop thinking about him he always on my mind i just want him in my life im crying like im going crazy and all because were just friends and he going to another country to stay and he life style differnt from mine we connect together good and just getting closer and maybe littlebit to closer at time and dont no what to do but that im falling for him like im never fallen for anyone in my years of dating i say HELP ME IF U CAN it like i cant love any more but only for him

Reply
14/09/2011 5:21am

I feel the love all the way around the world:`) Who do I have to thank for this one.....I'm thinking Carney??? Is it conceded for me to be a fan of my page?? LOVE YOU AND MISS YOU ALL!!! (PS: the strawberry shake has been temporarily out of order over here)

Reply
14/09/2011 5:21am

Before marriage, a girl has to make love to a man to hold him. After marriage, she has to hold him to make love to him.

Reply
14/09/2011 5:22am

"Love is a fabric which never fades, no matter how often it is washed in the water of adversity and grief."

Reply
14/09/2011 5:24am

"In his younger days a man dreams of possessing the heart of the woman whom he loves; later, the feeling that he possesses the heart of a woman may be enough to make him fall in love with her."

Reply
14/09/2011 5:24am

great story

Reply
14/09/2011 5:24am


"Love can make you do irrational things, particularly when you see a rival to your affections,"

Reply
17/09/2011 3:12pm

“The most important thing in life is to learn how to give out love, and to let it come in.”

Reply
17/09/2011 3:25pm

Some pray to marry the man they love, my prayer will somewhat vary: I humbly pray to heaven above that I love the man I marry.

Reply
19/09/2011 10:00am

Love is very hard to define, but love could be defined as a type of emotion which often grows from strong affection, passion, likelihood etc. Sometimes love is also easy to define by quotes and suitable graphics with love messages.

Reply
19/09/2011 10:09am

If you love someone, let them go. If they return to you, it was meant to be. If they don't, their love was never yours to begin with..."

Reply
19/09/2011 10:10am

If I could reach up and hold a star for every time you've made me smile, the entire evening sky would be in the palm of my hand."

Reply
19/09/2011 10:16am

True love is when your heart and your minds are saying the same thing."

Reply
19/09/2011 11:15am

Smart Communications wants to be at the forefront when the shift happens. That’s why it launched the Netphone and that’s also why it is promoting the product aggressively. The Netphone is a Smart-branded Android smartphone heavily linked to the Smart network and also heavy on internet and messaging features.

Reply
19/09/2011 11:22am

"In your region, a special place is held by the schools which are an outstanding witness to your commitment to the education and formation of our dear young people ... I encourage you to continue to pay close attention to the quality of education in the schools present in your Dioceses, to ensure that they are genuinely Catholic and therefore capable of passing on those truths and values necessary for the salvation of souls and the up-building of society."

Reply
19/09/2011 11:37am

Today the Holy Father exhorted members of the Equestrian Order of the Holy Sepluchre to become “sincere ambassadors of peace,” especially in communities “weighted down” with “uncertainty and danger.” The Order, which convenes every five years, is currently meeting in Rome to assess the situation of the Catholic community in the Holy Land,

Reply
19/09/2011 11:47am

It’s very refreshing to hear a gay activist admit the truth. However, queers have spent more than forty years trying to hide the fact that their very future depends on indoctrinating your children–homosexuality is a mental condition, thus homos reproduce via control of the mind.

Reply
19/09/2011 11:54am

It’s true: I love this industry of ours. Sure, it’s full of big egos, petty jealousy, calcified old-schoolers, young misfits, angry despots, fervent critics, misguided bomb throwers, and many other fringe elements.

Reply
19/09/2011 11:58am

Not surprised by this at all. In fact, the last time I saw you use the word love, when talking about "loving the haters", it was clear how much this had to do with loving this whacky industry. It is a time of great change and good work will come through passion and a little love.

Reply
19/09/2011 12:20pm

n the old days, if you wanted to be heard and didn't own a newspaper, you had to hold a demonstration so the people would see that you can a critical mass of folks who thought like you and so media would notice and tell the rest of the world.

Reply
19/09/2011 12:34pm

The Greek word "phileo" defines this kind of love, often translated "brotherly love." Phileo is a soulish (connected through our emotions) kind of love - something that can be experienced by both believers and non-believers. This is in contrast to agape, which is love extended through the spirit. Agape love requires a relationship with God through Jesus Christ, since the non-regenerated soul is unable to love unconditionally.

Reply
19/09/2011 12:37pm

The benefit of a hug can be found within oxytocin, otherwise known as the ‘love hormone’. In research published in the Psychosomatic Medicine journal a few years ago, physical affection was found to increase the presence of oxytocin in the body.

Reply
19/09/2011 12:51pm

“Among men and women, those in love do not always announce themselves with declarations and vows. But they are the ones who weep when you're gone. Who miss you every single night, especially when the sky is so deep and beautiful, and the ground so very cold.”

Reply
19/09/2011 12:55pm

Relationships are always an important part of life. And I mean all relationships - friendship, love, marriage, relationship by choice, relationship by birth. Learn what makes them tick, why they sometimes go wrong, what one can do about it, and why they are so precious.

Reply
19/09/2011 2:45pm

Love, love, love... Look around, and chances are you’ll find a marketer peddling love faster than you’d your own spectacles. Will we ever get over this infatuation with love?

Reply
19/09/2011 2:56pm

“Never in recorded history has there been such a titanic need, hunger and desire for love. Quickly translated, the market for love is… unimaginable! Look around and you see this strange scene with human beings longing to invest in emotion, love, imagination and feelings, both in their life and work, but most of them have one major problem: They don’t have a clue!

Reply
19/09/2011 3:05pm

We’ve commented before on what happens when love between brands and celebrities goes sour but this is a completely new type of co-branding situation (that pun intended). The union between “The Situation” and A&F was never even legal: Sorrentino isn’t, and never has been, a paid spokesperson for the brand. A&F was just doing what clothing retailers do these days: re-appropriating and re-purposing pop-culture phenomena.

Reply
Maya
19/09/2011 3:28pm

The truth is, even when a raw material has no value added and quality standards are set by law or the industry, there is still plenty of opportunity for differentiation around availability, delivery, shipment quantities, payment terms and all the other services that accompany the core product

Reply
19/09/2011 3:35pm

Consider the case of Brand Y, which built its franchise on a reputation for good quality, consistency and safety. Suddenly consumers have come to expect those attributes in products across the board, which leaves this brand devoid of a special selling point.

Reply
19/09/2011 3:37pm

The brand's former loyalists are now far more educated about competing products because of the Internet. They have more private-label choices available, which drives down margins and prices for everyone, including Brand Y.

Reply
19/09/2011 3:41pm

Retailers of all stripes have recognized these consumer shifts and are already moving to react, Kalish noted, citing examples from numerous channels of trade. Lowe's has built share in the home improvement business by gearing its products and messages to women. Kohl's has differentiated by placing traditional department store merchandise in a discount store environment.

Reply
19/09/2011 3:43pm

A logo is only a tiny bit of a strong brand. The real genius in branding your firm is discovering why your clients count on you and what you promise to deliver. You need to have everyone in the firm on the same page about the unique way you deliver value to clients.

Reply
19/09/2011 3:53pm

Professional quality work and client service are the basics of client expectations. Expressing that next level of difference is only possible by surveying clients, surveying leadership and defining why clients stay and what your people do best.

Reply
19/09/2011 3:57pm

Nothing beats the joy out of the profession like being treated like a mere commodity in the RFP nation. The only way to break out of that trap is to be able to clearly articulate your differences and make sure the world knows about them. Without a clearly defined competitive edge and without the talents of bringing it to the attention of the world, you might as well just fill in the spreadsheets with your best price and compete with professionals from Iowa to India.

Reply
19/09/2011 4:01pm

If building your practice is job one at your firm, sign up for sales training right now. This is not a skill that you or your people can ignore. Bring your marketing people and technical people along to sales calls and watch your close ratios increase as they ask the more basic and “naïve” questions about the prospect’s business, goals, family or hobbies. The prospect is not only measuring you on skills, but also culture and personality match.

Reply
19/09/2011 4:03pm

Every A client of a CPA firm is getting bombarded with sales pitches from your competitors. They get e-blasts, phone calls and newsletters. They see media coverage and advertising. Often, what keeps them from shopping around is your knowledge, attention and service promises.

Reply
19/09/2011 4:08pm

If your marketing person is spending loads of time on proposals, ads and trinket purchases for trade shows, there is little time left for client strategy. Support this strategy as a firm-wide effort — or keep struggling as a firm to supplement lost business.

Reply
19/09/2011 4:55pm

Once the situation is urgent, most managers will fight low-priced competition by discounting higher-value offerings. This has the unfortunate and unintended effect of increasing the depth and severity of the commodity trap. Already in a hole, executives often grab the nearest spade and keep on digging.

Reply
20/09/2011 1:27pm

If your product doesn't stand out from the crowd, the marketplace will view it as a commodity and you'll be forced to compete on price - bad news for a business eager to boost its bottom line.
The problem is that standing out is easier said than done. Commoditization is becoming an increasingly familiar problem in some industries, leaving small business owners scrambling to price their products at a competitive level. Rather than trying to compete on price, you can beat the system and avoid the commodity trap by altering the market's perception of your product.

Reply
20/09/2011 1:30pm

The first step out of the commodity trap is to examine what makes your product or service different from everyone else's. Do you have better customer support? Is your product designed better than the competition? Is your service tailored to a specific segment of the market? There's a good chance there is something that sets you apart from others who provide the same product.

Reply
20/09/2011 1:34pm

Once you have identified your unique characteristics, you can begin to explore new ways to add value to your product. Use your imagination to consider how you can offer additional value while at the same time highlighting your product's strengths. Many add-ons can be done without a substantial cost increase.

Reply
20/09/2011 1:44pm

The surest way to avoid competing on price is to stop pushing price as a selling point. Instead, educate your sales staff to focus on the value of your product compared to the competition. Buyers are almost always willing to spend a little more as long as they understand the additional benefits they will receive from the more expensive product.

Reply



Leave a Reply.