10 Lessons from Patidar Anamat Andolan that Every Marketer Must Learn.
1.Find good Leaders
Hardik Patel & Lalji Patel may have been genius, but they were also smart enough to keep a positive group dynamic. Leaders must learn to identify issues, assess situations and above all keep group emotions in check.
2.Stand for something
The Caste based Reservation system is an inconclusive debate with no clear cut lines. There is little evidence that it has made a difference to the poor over the forty years of practicing it, but the system cannot be scrapped or changed easily as the social disadvantages remain a contentious issue. There are no authoritative answers to this one.
3.Create a Tag line
A perfectly-formed tagline should fulfill several criteria. First, it should be memorable. Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? The big idea should be told in the advertisement. The more the tagline resonates with the big idea, the more memorable it will be.
4.Build a team !
Teamwork involves different people and different groups across your business working together to maximize their efficiency and reach a common goal.
5. Spend money
You’ve got to spend money if you want something big. There are no negotiations.
Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.
7. Find an Enemy
The first rule of storytelling is that drama requires conflict. And the first rule of propaganda is that you need to have a bad guy.
8. Keep Secrets & Build Mystery
This is well explained by an example of Apple Brand:
The reason people lined up at Apple events, aside from Jobs’ rock-star charisma, was that he was a master of suspense and surprise, and there was always the hope that he might unveil something amazing. Months before a big product launch, Apple would start leaking information. First a hint, then a rumor, then other rumors that contradicted the first rumor. Most of it was misinformation, but it drove people into a frenzy of speculation.
By the time Jobs got up and showed off the iPhone, the world had been buzzing about it for a year, with people passing around photos of supposed prototypes and designers creating their own imaginary versions of what an Apple phone might look like.
9. Turn Customers into Evangelists. Create an Experience
If you, as a leader, live a life that embodies your company’s meaning, and you make sure that all company decisions are a reflection of this mantra, your users will slowly begin to join you. Your users will start to advocate for you, and truly believe that your company is a representation of who they are.
They will start to feel that your company always has their best interests, without even questioning you. This kind of loyalty has nothing to do with design or features; this is about the innate need of social creatures to join groups that represents their values.
10. Get In the News / Break Something.
Now here is an example of Richard Branson for one the Greatest PR stunt of all time
He drove Tank down Fifth Avenue to launch Virgin Cola.
In 1998, in order to launch Virgin Cola to the US market, Branson drove a tank down Fifth Avenue and then “blew up” the Coca-Cola sign in Times Square. The memorably spectacular stunt created plenty of buzz for the fizzy soda drink, as Sir Richard promised war with Pepsi and Coke. Grab all the media attention Nationwide for free. Though Virgin cola paid a good amount for Brand Damage to Pepsi and Coke, but it was way too less compared to the High coverage it got in the media.
This post was just about finding Marketing aspects in the Patidar Anamat Andolan and we do not intend to hurt the sentiments of any individual or community.
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