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The
brand versus sales debate has raged ever since a not
so famous Greek philosopher sub let the empty seats
in his 'platonic posturing' classroom to tired travelers
who promised to conceal their mirth as he conducted
semi nude experiments on the rich and the infamous.
Subsequently this laid the foundation for the guesthouse
business (the resting of the travelers, not the semi
nude stuff), what became of the philosopher is anyone's
guess.
"And
that's our campaign, while I must say that we see great advertising coming out
of it, I also think it will do wonders in term of increasing brand equity, we
will occupy a unique position in the consumers mind." Concluded PP (the creative
director of the exaggerated moustache fame), clearly pleased with the way his
presentation had gone.
There
was a hushed pause across the table. The marketing
head Mr Bose had a rumor of a smile on his face. His
subordinate Madhukar Lele (first name, courtesy parents,
the second, general public) was typically non-committal,
even expressionwise. All eyes rested on the Chairman
of the company, Mr Digvijay Sharma (refer 'Monday
Morning Blues' in the archive), the doyen of the itching
cream industry and the man who had virtually started
from scratch, literally, figuratively and metaphorically.
The
Chairman had a metallic ear and Ram Shankar always
doubted how much of anything he actually heard. He
turned a little to face the agency team, the ear clanking
along the way.
"In
the debate of brand versus sale, it is the brand that
must always pale," the hushed Chinese accent,
the express delivery of the tea cup and Chai-La (the
mystical Chinese canteen boy) had as always invisibly
delivered his early morning tea cup and free consultancy
with the quickness of advertisers rushing back to
Ganguly, post current events.
"The
campaign might be fine, but what will it do for my
sales?" enquired the Chairman in his measured
tone. Pausing to emphasize every word like he was
proof checking them. The agency team did what they
did best at such times. They shot bewildered, urgent
and enquiring looks furtively at each other. There
was PP (described in an earlier bracket), Vikas (the
extremely flamboyant account head), Dharti (the extremely
ravishing account planning head) and Ram (the extremely
ordinary account executive) in the room and classically,
this was the case of someone having to start the defense.
"Well
of course it will increase the sale, this campaign will help the brand make inroads
into many more homes," began Vikas, to the background of an inward groan
from PP. "How
many homes?" asked the Chairman, gaze fixed on Vikas in a manner that suggested
he had some past in third degree interrogative practices.
"Well
we can't exactly tell you that," started Vikas
"Its
impossible to exactly establish how much of a sales increase can be directly attributed
to advertising," cooed Dharti euphoniously in support. "Advertising
is not an exact science in that sense," quipped in PP
"It is
an exacting one," interrupted the chairman with a sardonic chuckle,"
considering how much we spend every year. And yet my sales have never really taken
off."
"Sir,
we need to nurture this brand for a while," said
Mr Bose, for once, trying to help the agency, "New
communication and new positioning always need time
to register."
"And what is the time it needs? I am getting
tired of the same argument, I need to see more sales," interjected the Chairman,
still looking at Dharti. "What
we need is a promotional offer," began Madhukar Lele, and as was usually
the case whenever he troubled the airwaves, was swamped by a blitzkrieg of contrasting
opinion.
"Really? that makes no sense at all," started
Dharti.
"Lele
use your head, at least once a while," boomed
PP.
"Where
are your branding fundamentals man?" enquired
Vikas.
"Can't
you for once try and see the larger picture?"
remarked an irritated Mr Bose, justifying the last
name sobriquet so aptly bestowed on his subordinate.
Ram was silent, his eyes fixed on the Chairman.
"You
know, I like that idea" started the Chairman.
"But
the brand image?" began Dharti.
"Our
beautiful campaign?" said PP.
"The
competitive framework?" added Mr Bose.
"Tea
anyone?" asked Vikas, doing his 'servicing' bit,
and quickly getting an eyeful from his colleagues.
"Yes,
I will have tea," replied Madhukar Lele, and
once again bore the brunt of a 'redirected frustration'
wave.
"Can't
you stop thinking about yourself for even a minute?"
began Mr Bose.
"This
is such a huge issue and that's all you can think
about?" reprimanded Dharti, as Lele's face fell
to the floor with a thud.
"Spare
the chap," boomed the Chairman, "he has
said the only thing that has made any kind of sense
in this room."
There
was silence all around and Madhukar Lele's face was
a sight for sore eyes (well actually he was grinning
from ear to ear, but still).
"We
begin this year with a sales campaign unless anyone
has an objection," roared the Chairman in a manner
that unequivocally elucidated the value of silence.
PP, Vikas, Dharti and Mr Bose exchanged knowing 'lets
give it up' glances, as yet beyond the comprehension
of young Ram.
"Sir,
don't you think that given the task for this year and the fact that what we were
recommending is so unique and different from the competition, we should invest
in a brand campaign? If you create the right associations in the mind, the results
in the market are but a logical corollary. Getting into a promotional activity
at this time will only send confusing signals to the consumer, it will erode our
equity." Ram paused for breath, scarcely believing what he had said, neither
did the others.
Mr
Bose's face was an agitated purple. Vikas's expression
was that of concealed panic. Dharti's was of a grudging
envy. PP's was that of restrained amusement. Madhukar
as always was expressionless.
"No
young man, I do not invest in equity," began the Chairman to the bemusement
of everyone, "don't trust this stock market boom. I believe in making money
the old fashioned way, and now lets be gone."
He
galvanized Mr Bose and Madhukar Lele out of the conference
room and into his car to do a market visit.
"What
happened there?" asked Ram, after they had left
"Chief
you were lucky you were sitting on his wrong 'ear'
side, so he did not hear what you were saying, but
you nearly screwed us there," said an angry Vikas
as he stormed out of the room, Dharti closely following
him.
"Don't
worry about your boss, he is anally retentive,"
offered PP in a surprisingly gentle tone," I
thought you made sense."
"But why did he decide on the promotion?"
asked Ram.
PP helplessly shrugged his shoulders and walked out.
"If
sales numbers are the acid test, the brand will be
murdered and laid to rest", these wise words
of wisdom were whispered in Ram's ear as he felt the
tea cup nestle in his fingers and looked up just in
time to see Chai-La disappear into a discarded pack
of the itching cream in question.
 The
writer is Vice President, Rediffusion DY&R. He is also the patron saint of
Juhu Beach United, a football club that celebrates the 'unfit, out of breath media
professional of today'. You can write to him at (vinaykanchan@hotmail.com).
(The
views expressed here are those of the author and Indiantelevision.com need
not necessarily subscribe to the same) | 
