Wednesday, September 21, 2011

Max Those Smiles

At the risk of sounding like a yoga guru or a lady in sabbatical mode, I firmly believe that a smile as the ultimate goal on a vision board is probably the best way to create leaps.

When we max that smile, we max out on  product offerings, brand positioning,  integrated communication and happiness for both the consumers and the brand custodians. Most importantly, for the sloggers on the shop floor.

Of course we can’t clown our way into work everyday.
Nor does this mean raining discounts and bonuses for consumers to win those smiles.
It does not in anyway imply a relaxed - I- don’t- care attitude towards work and life.

It starts off with ourselves. ( And I always try and draw parallels between work and life)
As workers, we postpone our smiles.
Till that smoke break.
Or the sandwich table.
Or worse still, for weekends.

As marketers, we strip the consumer down to bare basics.
Scrutinise empty shampoo sachets and sauce bottles in the bin.
Read and write about the changing woman and the metro man.
Talk about change.
More disposable income.
Children as influencers.
Youth as gamechangers.

What about a study on what makes them smile?
What is it about brands and life that creates a real life smiley?
What is the Smile Index of a nation? ( Yes there is a Happiness Index but maybe not used often enough)
What is the smile quotient of a brand?

We cluster Happiness Brands as a segment.
Stereotype them with images of families laughing together in parks and cars and holding hands.
Happiness is not a segment.
It is the end of the journey.

Maybe Maxing the Smile should be the yardstick of success for both team members as well as consumers.
It will definitely lead to maxing quite a few critical business parameters.

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