Thursday, October 4, 2012

The Eternal Swayamvar


Swayamvara (Sanskrit: स्वयं‍वर), in ancient India, was a practice of choosing a husband, from among a list of suitors, by a girl of marriageable age. Swayam in Sanskrit means self and vara means choice or desire (which also synonymous with bride-groom). - Source - Wikipedia.

This however isn't really about marriage at all - however in a way it is. If you're confused, then think about the bride-to-be who has to choose between so many suitors! Now that you've thought about her plight think about the suitors and their situation too. What a high pressure situation to be in!

However let's deal with the pressure together. Let's begin with the suitors. If you were one of them, assuming you did like the girl and wanted her to choose you over the others - what is it that you must do?

Here's something that Will Smith said in one of my favouite movies called Hitch - "One dance, one look, one kiss, that's all we get, Albert. Just *one shot* to make the difference between happily-ever-after, and oh-he's-just-some-guy-I-went-to-some-thing-with-once."

Hitch is a love comedy about dating and relationships however there's some serious gyaan in the movie too. Think about it, better still watch it.

If you haven't seen the movie I'd recommend that you do and here's why - this is the story that actually speaks about reaching out to the heart and mind of the person to win the battle against competition. If you win that war of love, then no matter how many battles your competition wins - they will always come in second.

This is just like the story of the crowded market place, buzzing with choices and here's your brand trying to out-shout them to your target audience saying -Choose Me!

So now the bride in the swayamvar, in this case your target audience will ask you - Why?

Till you have a story to tell, a message, an offer that appeals to her heart and mind, you are going to be just another suitor and in this case just  another commodity.

However if your story/message/promise/benefit strikes the right chord in her heart and mind space - she is already rendered deaf to the pleas of the line behind you.

It is however important to remember that unlike a suitor who wins once, as a brand you will always be in the courtship period. The stages may vary and so may the effort however you have to consistently perform and deliver on the promises made. To my mind consistency and delivering on expectations once built is key to the long-term branding story.

Speaking of stories, it is critical for a story-teller to know his listener. So the story can never be told in vaccuum, it has to take into account the interests, likes and dislikes and other nuances that may help influence the listener. Influence and impact will only be real when the story stays in the corners of either the heart or mind. Get to know her ;-). As David Ogilvy said - "The consumer is not a moron, she is your wife."

Another thing that will help your proposal is if other people in her circle of caring narrate your story to her as well, we usually call them Brand Evangelists.

The ideal would be to change the game - hopefully from the suitor to becoming the sought after :-)


You've got a story? We've got a plan.

May the Best Brand win!

Sanchita Johri