The anchor: Harish Bijoor on 6 lessons today’s marketers can learn from Salman Khan

12 Sep,2011

# 1 Hold your sense of humour and your panache even when the chips are down. It’s the reverse of what we have all grown up with: What goes down has to come up some day or the other! Oops!

One needs to learn from every downside the star has gone through. The Chinkara, Aishwarya Rai, Vivek Oberoi, Amercian Express Cleaners not withstanding. Listen to the way he cheekily (pun unintended) describes his latest health downside as a flaming affair between his nerves and his veins, giving him an electric shock in his brain.

 

#2 Think young, as the market is young

Never mind that you are on the wrong side of 40. Think 25. That’s the median age of the country 56 percent of the population of India is below the age of 25. You might be an old marketer, but think the age of the nation. Don’t try to get the young nation of consumers think your age. Get contemporary in your marketing.

 

#3 Stay fit

The market is young. Youngsters themselves may not be fit, but everyone loves to live vicariously fit lives through the lives of their brands and stars. Keep your brand looking contemporary, young, with-it and trendy. Invest in those small little changes forever. Keep your brand looking different all the time. Don’t get cast into a stereotype. Gone are the days when a brand needed t look just the same. Today, visually, brands need to evolve. Evolve as fast as the consumer is evolving. The marketing problem today is that marketers are changing far too slowy as compared to consumers.

 

#4 Poke the other brand in the eye and make him blink

Brands that maintain the status quo with the competition are boring. Poke the competition in the eye. Wake it up. Make it react and make it make all those mistakes as well. Be seen as the market-mover. Be seen as the one who is the gold standard on everything around. Be the hero brand. The hero is forever on the prowl.

 

# 5 Stay naughty

Every consumer has a child in him and her. Most are pushed to suppress this side altogether. Life and the rat-race at large makes one suppress it all. Wake up this naughty side of your consumer through your own naughty brand stances. Do it all the while. Make your consumer live his life vicariously through the brand he uses. Stay naughty in your brand stances and push the gauntlet one step at a time.

 

#6 Be Human. Be faulty

This is not a pun on Salman’s Being Human! It is all about he fact that Salman is the first to accept all his faults. No point in hiding the fact that you love your drink. Be real. Be open. Be transparent. Be human. Consumers love the fact that the brands they franchise are alive as well. Good to think that everyone is faulty at large. Brands with foibles will be the new trend. Brands that falter just as you the consumer falters, will be the new trend of the future. Marketers can learn much from this. Brands that are level with the consumer and speak form the same level as the consumer will be loved. Gone are the days when brands spoke top-down language with the brand on top and consumer below. Today is the day and age of level peer-to-peer communication. Brand Peer to Consumer Peer communication, if you will!

Harish Bijoor is a brand expert and CEO of Harish Bijoor Consults Inc. You can follow him on Twitter @harishbijoor

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One response to “The anchor: Harish Bijoor on 6 lessons today’s marketers can learn from Salman Khan”

  1. Great information, so well colabrated, and in a convenient spot. Thanks

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