By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai)
The softening of relationships
happens over little things. Unexpectedly, beautifully! Someone likes the same
music you do, for instance, Farida Khanum. And a tiresome car ride through
traffic turns into an animated chat, interspersed with hum-alongs. Tough minded
strangers meeting in tense situations, find a surprising area to relate
to...World War II authors. And in a similar vein, post cards, Picasso, Pablo
Neruda, charcoal sketches.
These are just a few of the zillion
real connectors that come to mind. In each case, something shifts in how people
relate to each other, when they have the same sensibility, artistically
speaking. It is especially reassuring in the creative industries. Providing
context, point of reference and ultimately, trust and faith in their creative
judgements.
Artistic traditions of India teach
us that every person must practice, at least one, ideally more, of the seven
arts or kalas, it is all part of being a well rounded persona. Providing
channels for creativity, freshness and curiosity. And as we do that, we find
relations within and without, growing, being nurtured and softening.
As with people, so with brands. The
latest data on effectiveness from the IPA proves over a longitudinal study that
advertising, coupled with PR and sponsorships, is the way to create the most
effective bonds that stand over time. Too many brand discussions, however,
especially on sponsorships and PR, are a short term point of view on costs,
benefits of ‘properties’.
Useful as that is, there needs to be
a deeper appreciation of brands, building a well rounded persona, and thereby
nurturing bonds. Of brands actively evolving from the transactional to the
relational both for their own sake, and for others. For near and dear ones
(loyal consumers), as well as acquaintances (potential, influential consumers).
And continuing to do so over a lifetime.
Metaphorically speaking, does your
brand also sing? Or dance? Or play a musical instrument? Or sculpt? Or write?
Or do theatre? Or paint? Is your brand nurturing at least one of the kalas
actively? Via advertising, PR or sponsorship? One in which it has a genuine
interest, and fit? There are no classes (shortcut) in class, just the great
kalas to actively nurture and appreciate over a lifetime.
John Ruskin said it best, “there can
be no beauty without truth”.
The article was first published on exchange4media.com (Jan 9, 2014)
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