Beware marketers
Being vigilant is the key to success for every marketer.
Being vigilant of the external uncontrollable forces which exist and are difficult to resist.
A vigilant marketer moulds, re-adjusts and re-strategizes to sustain and succeed amidst those forces and their attacks.
Through my marketing lens, I visualize these external forces as sharp arrows in a quiver, akin to the famous PESTLE forces – Political, Economic, Social, Technological, Legal and Environmental – that all marketers are aware and wary of.
Changes in political situations, growth and downturns in economy, shifts in socio-cultural values and trends, ubiquitous presence and continuous leapfrogging of technology, developments in legal framework, all have an impact on business.
Laser focus on the quiver and I see one of the arrows in the quiver as Brahmastra - the most destructive, powerful and irresistible weapon mentioned in Hinduism.
The first five macro factors from the PESTLE have a set time-cycle, a defined pace, are somewhat predictable, with a short or long term span, but the last macro factor of environmental in the PESTLE can cause unprecedented disruption. This is the Brahmastra, all powerful weapon, which the nature shoots to teach lessons to humankind and force course correction. And definitely leading to a tumultuous sudden blow on businesses and sectors all around.
In Hindu mythology, Brahmastra is portrayed to be used by the Gods only as a last resort, when evils do not succumb. And once Brahmastra leaves the bow, it leads to sure shot destruction.
Like the unexpected eruption of a dormant volcano called Eyjafjallajökull in April 2010, which coated Icelandic air with black ash and resulted in the largest air-traffic shut-down since World War II. No research can enable the marketers to predict the onset of attack by this macro force. Who could’ve predicted the catastrophic earthquake and tsunami of Japan in 2011 which caused havoc and biggest damage to Toyota, Honda, Nissan and many auto brands of the country? Supply chains were broken completely which sent ripples across the US auto market.
What could be more disastrous than the current COVID-19 pandemic which has engulfed the entire world. Brands and businesses are framing and reframing their strategies for their revival and survival. Critical times pose challenge for brands on how to message and behave. Brands have to depict as a source of consistency and comfort. Most importantly, brands have to develop their strategies around responsible business practices, which only can act as a shield against the Brahmastra in the long run.
Lessons are definitely learnt. Preparedness gets better to face future crisis. COVID-19 like any other crisis has a beginning and an end. Challenge lies on how corporates rebuild trust after the crisis and how society embraces and respects the environment to let this Brahmastra rest in the quiver.
Nice evaluation and explaination.