Are You Creative ???

Well, creativity has taken many dimensions, but there are certain things that are a matter of fact and which don’t change in the dynamic market.

Common people feel that if an idea or concept is different and unique, it is creative. This is sheer misconception. Creativity definitely means something unique and original, but its relevance is a big issue.

David Ogilvy says, “If it doesn’t sell, it isn’t creative”.

Marketers do a lot of experiments with the packaging of products and showcase their creativity. Let me exemplify. Close-up recently launched its product line named Flavalicious with chocolate flavor. The packaging is different with brown graphics on the product. This is a new and innovative packaging, but is relevant as brown color represents chocolate flavor. If such graphics are used for any other flavor, that won’t work.

So, creativity and relevance go hand in hand.

DELHI - 0

Here’s a contemporary example of a product failure despite great advertising and publicity efforts. I am talking of the movie, Delhi-6.
The movie is directed by Mr. Rakeysh Omprakash Mehra (Award Winning Director of Rang De Basanti) and the music is by Oscar Winner Mr. Rahman. Cast is good with additional flavors of Hrishi Kapoor and Waheeda Rehman. And not to forget, the Integrated Marketing Communication used has been great too. The best visibility factor has been the PR activities, including participation in Indian Idol.
Despite all these, movie failed badly. It is because the content, the story and the entire concept was pathetic. In a nutshell, the product is not worth. The movie has created so much of expectations and then, the movie failed to live up to those expectations.
Now, if we look at the larger picture, what is the consequence of this classic failure? Well, setting up expectations and not living up to them creates Customer Dissonance. People are irritated and disappointed. Now, they won’t be able to easily believe the director and cast again.
This reminds me of a quote by Mr. David Ogilvy, “Customer is not a moron. She is your wife”. This means that we should give the customers something genuine, that is worth their money and time.

Change is Good

"Change is Good. Hutch is now ……………."

Well, you all know what is to be filled in the above blank.

 David Ogilvy says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” and really, they have used this concept well in branding Vodafone.