How to get the PM to mention your brand: 3 marketing lessons from Modi's Fevicol moment

While the marketing and advertising gurus debate over beer whether Piyush Pandey’s comment “This is bigger than a Cannes Grand Prix” is over the top, I am struck by the implications of what had happened:

1. The unique selling proposition (USP) is NOT dead.

I googled “USP is dead” and got ‘about 31,50,000 results (0.49 seconds)’. I read about 7 of the top 10 results and the theme was similar. Most echoed this sentiment:

“Why it’s not enough anymore

Back in the day (even just 5 or 10 years ago), it was much easier to state your USP and attract new customers to your products. You could carve out a nice niche, buy some ads and even grab a lot of your marketplace with some strong “Who Else Wants…” headlines.

But, as Bob Dylan said, things are a changin’. And they are a changin’ pretty damn fast.

Here’s why…

Because with SO MANY products - there really isn’t much about your product that is so unique anymore. Sorry, but it’s true.”

And some interesting alternatives are suggested:

The USP has transitioned into the UEP - the unique emotional proposition. The progression has gone from “what does this product do?” to “how does this product make me feel?

OR

I believe marketers today need to focus on the unique fitment proposition. My premise is that consumers today buy like businesses, i.e. seeking to solve a problem or need. Hence you may have what is a fabulous USP but if it doesn’t fit a consumer need your message will be ignored.

In Reality in Advertising Reeves laments that the USP is widely misunderstood and defines it in three parts, summarized here:

- Each advertisement must make a proposition to the consumer - not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: “Buy this product, for this specific benefit.”

- The proposition must be one the competition cannot or does not offer. It must be unique - either in the brand or in a claim the rest of that particular advertising area does not make.

- The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.

Now think of Fevicol. It ticks off all of Reeves’ points. For ever it’s stood for the ultimate adhesive. The bond that never breaks. A unique promise over time.

2.Consistency is under rated.

Keeping the same message going for decades needs a lot of belief. It helps when the decision maker owns the company. Marketing managers, however, often fall prey to the need for change. ‘I can do better than what has been done before’ has been the downfall of many brands. I have never understoodwhy brands needed a new campaign every year. Few of the potential audience may have seen the advertisement; surely most would have forgotten it. This isn’t as bad as changing the message every few years but a lot of great campaigns could have persuaded many more consumers for a longer period.

3. Use the best creative agency you can find.

A Fevicol could have said to itself: we need a few wall paintings, point of purchase material, and some dealer cards. Let’s find an agency close by that will give this to us cheap. Someone said so what if this is a low-involvement category, let’s make a film and own this space. AND let’s go to the best. I continue to be surprised by marketing managers, who spend crores on media, deciding on an agency based on the lowest fee.

Find the one thing about your brand, relevant to the category, find a great creative resource. Give them the money they want. Once you get the message and communication right stick with it and keep giving the agency more and more work to keep them inspired. Do this consistently over many years and one day the Prime Minister of India will mention you in his Independence Day speech.