The primordial man & brand jingoism in todays world

Sandhya Srinivasan What an anachronism! The neocortex may have instinctively responded to this with a dismissive sleight. However, the real brain that we were born with may have felt a deep connect. In reality, while the human sophisticate has shed the primitive tag externally, the unworked upon brain is still raw. There are no square boxes and round pegs here. And often the brands that occupy the celestial space in our minds are those that pluck the gut.

Its beginnings are simply understood by observing life that thrives in the jungle. Thats also where todays man began his journey. In the daily musings of a brand, this primitive nature of our species creates the saccharine fix that makes it addictive. Its deeper than everything that weve learned, believe or interpret. Shared here are few of the primitive sugarshots that cause the cravings. INSTINCT CARNAL: When stripped down to the molecules, its about carnality in every pore. Travel back through time and space to the edge of mans beginningsDiscover a savage world whose only law was lust, espoused Raquel Welch. In the animal kingdom, the act of smelling is a mating ritual. Simplified in our world, Axe does exactly that. Visual, olfactory, auditory, even taste is known to stimulate the hormones. Hagen-Dazs ice cream stands testimony to this. Suffice to say, sexuality (stylised sexuality for the socially trained mind) works. SURVIVAL: Translates as security. In a decreasing forest space or security from an unknown stronger species usurping ones zone. Brands like Saffola tugged at that to transcend the fear of losing spousal security. This instinct when stretched saw SOTC Tours selling not just beautiful locales but giving the familial feel with the we look after you thought. Among products, GPS/Car Navigation systems double up as security devices for a lone traveller too. NURTURING Mammalian species has forever been known to nurture its brood. And in its human form, the umbilical cord stays taut long into the life cycle. Prolific scripts have unponderously invoked those tender, evocative womb moments between Mother and child. No wonder that our purse strings get loose at the very glimpse of the cute factor. An Asian Paints film flaunted a strange new colour for the walls chocolate brownthrough kids. Surf Excel Kids in the puddle always brings a smile. In cinema, Taare Zameen Par whipped up empathy with the parent and awareness about possible transactions with a troubled child. Just through the poignant lump factor. BEGUILING Brushstrokes of attractiveness and appeal are embedded in our daily lives. This is expressed across our many touch points. Our homes that are our territorial markings, self-grooming, material comforts, etc., relish this motive. Even sensuality expressed through texture, form or emotions evoke the senses. Like products by Apple that revel in teasing the inner eye. An emerging facet of this is the redefinition of beauty among genders. Ever wondered why some

male species in the animal kingdom have more beauty bestowed on them? And in getting to the consummation, its the male that masquerades, preens and flaunts! Allure is a savoury to the eye and the adrenaline. Today the male animal is reclaiming his pride of place. His Manhood as defined by his plumage. Aryan (the elusive thief) in Dhoom2 is a crash course in the resurgence of the Alpha Male, albeit emotive. EXPLORATION Born with a sense of ingenuity most primates seek, find and explore. More prevalent at childhood, the human mind is even more curious in its full-blown adult state. When it comes to brands, it sometimes pays to play coquette while selling even the inevitable. Leaving one to self-decode some truths about the brand creates the excitement at the final retail buy. By building personalities that arent so sharply etched, brands will avoid being predictable. Surely a portable tool in a brands life expectancy! SIGNIFICANCE Self-garnishing is a permissible reality. Hence there is only one lion king or one victorious ram in the fight where the best man wins (the mate for the season). In our corporeal space, everyone clamours for that moment of glory in different ways. Like a few hours in a spa that immerses your senses to the MontBlanc that unequivocally speaks your terms. Expensive tastes? Then how about the Tata Tea drinker who questions the politicians qualification! Or the MintoFresh man who takes away the spoils with his machismo. Whether subtly overt like Wills Lifestyle or subtly covert like Skoda, significance sure is a fire-starter. SOCIALISATION While I panders to self-ego, contextual juxtaposition is an acceptable contrast that builds character. Herds, flocks, shoals, all form communities with traits that are unique. In brands, this social organisation can create trends. From the Horlicks kids jig which is a ripple magnifier to the Body Shop believer. Add to these new products like Social Networking, Yahoo Answers and the forever potent Harley Davidson beasties. All of them help in CONFLICT RESOLUTION in this new world with its rules and norms. When four paws became legs and arms, the conflict for the tree animal now on land was resolved. These six primitive needs in a way tap the kernel, which makes us brand patriots. And brands that lie here sing the sweetest lullaby. Layered on each of these sugarshots is what the outside world teaches us. Conditioning drives most other cultural, societal and rational responses. But at the core, intuition and pulsation steer us to fortify brand relationships. Practioners of marketing would argue that both conditioning and primitive emotions in judicious measure clinch the buy. Whatever be the pathway, it wont dilute the clout that the latter wields. And if its rivetting enough, brand loyalty is an obvious fallout. In conclusion, its the primordial man in each of us who will secure the brands soul connect. After all, jingoism often resonates in the call of the wild. (The author is director, strategic planning, Law & Kenneth)