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
I am the guy who likes gifting expensive handbags and branded jewellery to women who fall in love with me.
ReplyDeleteGreat will tell the Gucci's of the world, that you're the bride they need to woo :-D
ReplyDeleteAs for the ones you need to woo - It's a story with a clearly defined benefit, please specify terms and conditions for this free lunch - else it'll be hard to convince the discerning women of today :-P
I expect her to love me like no other.
ReplyDeleteI expect her to love me unconditionally.
I expect her to be faithful and never be interested in another.
I expect her to understand me,to know that I will love her more than she'll ever know.
I am not asking too much to want to see a spark in her eyes whenever she look at me. To give me her friendship, her love. I want it unconditionally! No strings attached. No hesitations.
And once you receive all that you deserve – their affection, their remarkable attention and devotion to you – you will make this very special person the happiest, most contented person on the face of the earth. All you ask is for your lover to give you unconditional love, and you will give them the world!
Ruchir
Wah! If you're comment is going to be so poetic I suggest you start a blog yourself :-)
ReplyDeleteLove sans expectation lest you be disappointed :-)
very very Nicely written Sanchita :) and Hitch is a must watch!! Love it too...
ReplyDeletehere are some lines on Love from the Bible that are my favourite lines and was our reading for the wedding too :) enjoy !!!
1 Corinthians 13:4-8
4 Love is patient, love is kind. It does not envy, it does not boast, it is not proud. 5 It does not dishonor others, it is not self-seeking, it is not easily angered, it keeps no record of wrongs. 6 Love does not delight in evil but rejoices with the truth. 7 It always protects, always trusts, always hopes, always perseveres.
8 Love never fails. But where there are prophecies, they will cease; where there are tongues, they will be stilled; where there is knowledge, it will pass away.
Thank you Tabitha :-) For reading as well as sharing these lines. Reminded me of all the amazing memories from your wedding :-D
ReplyDeleteya...story telling is certainly d most imp skill for any marketing but how did u connect with eternity?
ReplyDeleteHahaha - that's because it's a blog about brands. Brands in the marketplace have to constantly re-invent themselves to woo customers or keep them. It is an eternal story :-)
ReplyDelete