Congress needs to stand and sign up guarantees
It’s a classic case of a brand going complacent with success and breaking the faith of people. In fact, today the damage is too deep and too severe to resurrect by mere promises.
Congress needs to stand and sign up guarantees – money back guarantees – like we do on brands. They need to payback if they don’t deliver on what they promise the people. And they need to come upfront and say that in as many words. Only then will the intent of the brand ever ring true.
Further, they need to launch a campaign where the leaders of the party sign legal agreements with people and where they come back and promise on signed sheets of paper. The reason is simple. In the last two years, the corruption that has been pulled out has left everyone stunned. They don’t stand a chance with flowery sweet talk any more. They need a hard hitting image change.
It’s like we say about the proof of the pudding. If you see in advertising as well, the consumers today do not have the patience for crap & fluff. They want what you have to give told to them. Today, the consumer has the power – power of money, power of choice. We are learning this curve everyday. Gone are the days when sweet little happy tales were enough to lure the consumer. Now they want the truth. Or they move on and that’s it, because they can move on.
Congress needs to understand that they need to respect the people’s faith or they are doomed. The competition, just like in marketing, is sharpening their teeth each day and the Congress, instead of being proactive, is only being reactive. It needs to raise its head and say what it means. And that can only happen if they put their money where their mouth is. There are no two ways.
They don’t get infrastructure right; then they guarantee to pay back an ‘x’ amount to the people. They don’t improve the conditions of farmers; then they need to pay back to the farmers. That is the communication they should be doing. Will they ever do it? It’s doubtful. But should they? Most definitely, yes.
There always comes a time in the life of a brand, which demands from it to that it cares about the people who have stayed loyal to it and that it cares about what it delivers. So it’s time. Pay back. Or go back.
It’s a classic case of a brand going complacent with success and breaking the faith of people. In fact, today the damage is too deep and too severe to resurrect by mere promises.
Congress needs to stand and sign up guarantees – money back guarantees – like we do on brands. They need to payback if they don’t deliver on what they promise the people. And they need to come upfront and say that in as many words. Only then will the intent of the brand ever ring true.
Further, they need to launch a campaign where the leaders of the party sign legal agreements with people and where they come back and promise on signed sheets of paper. The reason is simple. In the last two years, the corruption that has been pulled out has left everyone stunned. They don’t stand a chance with flowery sweet talk any more. They need a hard hitting image change.
It’s like we say about the proof of the pudding. If you see in advertising as well, the consumers today do not have the patience for crap & fluff. They want what you have to give told to them. Today, the consumer has the power – power of money, power of choice. We are learning this curve everyday. Gone are the days when sweet little happy tales were enough to lure the consumer. Now they want the truth. Or they move on and that’s it, because they can move on.
Congress needs to understand that they need to respect the people’s faith or they are doomed. The competition, just like in marketing, is sharpening their teeth each day and the Congress, instead of being proactive, is only being reactive. It needs to raise its head and say what it means. And that can only happen if they put their money where their mouth is. There are no two ways.
They don’t get infrastructure right; then they guarantee to pay back an ‘x’ amount to the people. They don’t improve the conditions of farmers; then they need to pay back to the farmers. That is the communication they should be doing. Will they ever do it? It’s doubtful. But should they? Most definitely, yes.
There always comes a time in the life of a brand, which demands from it to that it cares about the people who have stayed loyal to it and that it cares about what it delivers. So it’s time. Pay back. Or go back.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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