Soldier-less Attack !!???

Where did the US go wrong in its ‘war on Iraq’ communications? Track back a few years; you will remember that the US went to war with one promise to its citizens – soldier-less attack and minimal casualties. Great message, and let me ask you - how do you keep control on the enemy ground after the wham bham? You need to put the army boots on the ground to defend your prized invasion (surely not prized for common American citizens!) When that happened, it became a soldier versus suicide bomber attacks with upper-cut casualties for the US army.

After being battered both financially and emotionally, the decision on pullout is still hiding in some corners of the US power corridor. Probably, USA is delaying the pullout because they have not got on top of their communication strategy to avoid a loss of face.


~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in

Shortcut to Pleasure

Madhukar Kumar, Image Strategist, had posted an interesting question in LinkedIn - what is the difference between Brand Personality and Brand Character. This is like chicken or egg for a fair majority of marketers. Let me try and simplify these jargons :

Brand Personality traits are subjective and dynamic. Brand Character traits are objective and timeless. As simple.

Building a brand character is tough and time consuming. Character traits include honesty, trust, reliability courage and so on. On a lighter note, Lehman means 'Greed', Merill means 'Fear' and AIG means '?'... you will know soon ;)

Whereas, Brand Personality is subjective. It includes a brand's preferences, tastes, sense of humor, interiors, attire, passion and a quite a lengthy list. This keeps changing. For example, some of the brand personalities of AXE : 'humorous', 'shortcut to pleasure' :)


~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in