Marketing Idea No. 198 – How Head of HR can help in brand marketing

George Bernard Shaw straightforwardly (if not rightfully) claimed once that youth is wasted on young people. The same can be claimed about Branding and its sole owner up to now….the Brand Manager.

Simply put, branding is too big an issue to be kept solely in the custody of brand manager. Two person should immediately chip in. One is the more obvious one, the Chief Executive Officer. He/she should become the big brand champion to the outside stakeholders.

If CEO is the brand custodian for outside stakeholders, then the HR director should become the brand custodian for internal stakeholder.

Historically, the role of HR director has been quite dubious. What exactly is his role? He doesnt recruit…the line managers do. He doesnt train…the trainers do. He doesnt terminate either….he simply carrries out the execution order.

By transforming the HR directors role as more the brand champion inside the organization, HR director now has a more important role to play inside the organization as well as in the boardroom.

As more and more companies are understanding the significance of internal marketing, the Head of HR should embrace this new role and the challenges that come with it.

Maketing Idea No. 197 – Advertisements for dummies

For years, the conventional wisdom told us not to out-smart the customers. It told us customer is king, and we should succumb to his / her every whim.

What it also meant was putting customer in a sort of super human category, where cognition-wise, he is always at a higher level than the marketer. The smart marketer, therefore, would make smart products and smart communication for its even smarter customers.

But what holds true for product, may not hold true for communication. While it makes sense to make smart products for customers, making smart communication may not always be warranted.

A really controversial rule of thumb could be – make dumb communication when your audience is not so “up there” cognitive capability wise. A case in point could be our largely illiterate audience.

Think about it. Making really creative, intelligent communication for illeterate people is like promoting Oscar winning films among high school teens- it may look politically correct bit will never have the appeal.

Therefore, if your audience is illiterate and wants song and dance routines in advertising, then its the marketers job to stoop down to their level and produce advertisements that appeal to them. This where “connection” is more important than “quality”. This is where marketers / agency’s “aesthetic sense” is less important than the cold hard fact :

“If the audience doesnt get it, it doesnt matter.”