Inexplicable Influences #001 Branding lessons from the Mahabharat

So I've finally put pen to paper for my first post in this section. The Mahabharat has always been one of my favourite Epics - the range of emotions and highs and lows make it an absolutely enthralling read. However today I will look at the learnings from it. Not in the context of life but specifically  lessons  on branding and advertising.

The way I have approached it is that I have taken seven distinct incidents or stories from within the Mahabharat and then looked at the lesson that I have drawn from it. I would love to hear your views on the post and this section in the comments below.

1. The eye of the bird

My first story is of the young Kuru princes in their archery lessons with Guru Drona. As they all took aim at a bird on a tree, their teacher asked them what they saw. While his brothers and cousins saw everything from the sky, to the tree and the bird, what Arjun saw was only the eye of the bird. Much to the pride of his master. No wonder then, that Arjun stayed his favourite disciple right to the very end.

Now coming to the lesson I took out of this. It is very easy to expect everything from a brand campaign. But to really get the desired results one needs to sharp focus on the goal or the objective. What is the eye of the bird for you?

2. Of Danveers and Dharamrajs

Now this is not a single story but a repetitive occurrence in the Mahabharat. Let me explain - Yudhisthir’s chariot was always four fingers above the ground as he was righteous at all times. Indra was able get Karna’s kavach and kundala because he knew he would not be denied arms by the Kunti’s first born. These stories bring out the clear association one has with these heroes. 

In this context our heroes may have been exploited because of what they stood for. However, such a clear identity for a brand can play a huge role in its success over the years. Certainly, a page to be taken out of their books.

3. Krishna over the Narayani Sena

It may have been one of the biggest factors in the outcome of the Kurukshetra war. While Duryodhan was thrilled that he got the million strong Narayani Sena against just one Krishna (that too one who wouldn’t fight in battle) that the Pandavas got on their side. But the worth of that single being, dwarfed all armies in comparison.

My lesson is that one should not underestimate the power of a brand. Sometimes all the might of an organisation may not be able to stand up to the pull of a brand. We saw it with Thumps Up and the Coca Cola Company. Or closer home when Jeff caterers of Bandra split, the part that got the larger real estate had to let go of the name.

4. Overpowering the Shakti

Now, Karna has managed to get Indra’s unmissable weapon Shakti. Undoubtedly he was saving it for his battle with Arjun. Krishna realising this, got Ghatotkach to wreak such havoc on the battle field, that the Kauravas convinced Karna to use the Shakti on him. This in turn saved Arjun from certain doom.

The lesson, leverage your portfolio to change the frame of reference. If the most important brand in your armoury is under attack, it may be prudent to shift the battle elsewhere. Flanker brands often play a similar role.

5. Draupadi visits hell

So as the legend goes - Draupadi had to make a stop over in hell for being partial to Arjun from amongst her five husbands. So what does this teach us.

You may want to stretch your brand across products, but it will always have a core that it is drawn to. The lesson therefore is to stay true to what your brand stands for no matter how much you want to extend it. Anyone remember Colgate Kitchen Entrees?

6. The dog goes where I go

This one is a popular story about how Yudhisthir refused to enter heaven if the dog who had stay with him through his journey there was not allowed to join him. That of course was a test that the righteous king passed with flying colours. However it left us with a lesson.

Do not ignore your loyal customers. You may go after new markets, new audiences but don’t forget those that have stayed with you in the journey this far. 

7. Abhimanyu and the Chakravhyu

Even though this tragic story tells us about the unquestionable valour of this young hero. There is another lesson it teaches us.

Half knowledge can be dangerous. Market information, consumer realities, retail truths - if you are managing a brand you better know every thing there is to know about it. Don’t to the tiniest detail.

That pretty much sums up this post. I hope you enjoy reading it as much as I did writing it.