Sunday, October 17, 2010


Brand infidelity

We are increasingly becoming brand unfaithful. No longer do we stick to few of our favorite brands. There is a new product on the shelf every day. And if old brands have to survive they better research and innovate too. Whether its food or cosmetics, nothing remains forever. There is this constant makeover and the bid to out do the competitors. New names of chemicals unearthed after meticulous research, are thrown at us ‘rapid fire’. There are new understandings and then more research that negates them. It is a maddening world of too many choices. And advertising is often misleading. If the product that was launched today was supposed to be this ideal thing to use, how come it changes in a few months with added blah blah blah?
The race is on to make something new. Only the new seems to catch our eyes. Even if its just old wine in new bottle.
Even the good old potato is no longer just that. They find ways to make it more delicious than we have ever known! Crisper... healthier... tastier... sharper... faster... clearer... louder... crazier.
The only thing getting shorter is the shelf life of the products. I watch the ads flashing on TV and I can’t see anything I used 10 years ago.
Some times I wonder... where are we heading?

7 comments:

anilkurup said...

I'm not very sure if for instance potatoes are getting tastier etc.
One thing is certain, wants are created by the marketing whiz kids. And new products at fast pace and in shorter time are bombarded upon us. So our curiosity and interest does not wane.
Brand consciousness,and brand faithfulness, I don't know as personally I have not gone after any product for the brand value. Price and quality yes.

kaalpanique said...

are we like this because 'they' are creating this scenario? or are they catering to our 'wants'? now its a vicious circle...

Balachandran V said...

There was a time not so long ago when we were content with an Ambassador and a Fiat with an odd Standard Herald thrown in. And a Vespa and a Lambretta and a Bullet and a Jawa! Colgate toothpaste, Pears soap, Lacto calamine, Cutex, Cuticura and Pond's! There was 'Himalaya Snow' in the Barbershops, a kind of skin cream! :)

It is a vicious circle, in which everyone is feeding on everyone else. On an individual level you can break the circle, but never en masse. One can reduce one's wants if the pressure of the peer group can be survived.

kaalpanique said...

That reminds me of this thought by gandhiji... “There is a sufficiency in the world for man's need but not for man's greed.”

anilkurup said...

Yes Gandhi said,'there is enough in the world for man's need , but not for his greed'.
Now wants are created.

Arjun said...

I still buy only Levi's for the simple reason I find them worth the price tag. On the other hand, I'm open to new brands if they deliver on price and quality. For instance, I recently switched from a Nokia phone to a Samsung one - an act that would have been unthinkable until a few months ago. I suppose new brands are borne out of new needs. Needs can be based on price, quality, features et al. The more the segregation of "needs" the more chances of a new brand exploiting that. Personally, I see nothing wrong with that, but then I'm a materialist. :)

kaalpanique said...

@arjun, nothing is wrong. just a realisation of the affairs... every thing is being innovated.. shoes, food, building technology..life it self... its mind boggling actually.