Tradeshow and Exhibit Thoughtleaders
Sarmistha Tarafder's Articles
Brand Marketing Words in the World of Tech Mayhem
In a culture of visual and technological mobocracy, we have forgotten the power of words. Sad isn't it?
Yet, the greatest of the great were always aware of the strength of the words. And they harnessed it with superior charm and considerable acumen.
Most of us would agree that, Nelson Mandela is an icon of freedom and a powerhouse of forgiveness and statesmanship. However, did you know that, during his prison days, it was unlawful even to quote him (for the fear of massive uprising). And, here is why?
On 10th February, 1985, he was offered a release, if he renounced violence. And, he replied: "Only free men can negotiate; prisoners cannot enter into contracts." (It stops you right on your track. Doesn't it?)
After his release, he said, “It is never my custom to use words lightly. If 27 years in prison have done anything to us, it was to use the silence of solitude to make us understand how precious words are, and how real speech is in its impact on the way people live and die.”
In this article, I have set forth not to denounce the science of visual communication (after all, there is no denying the fact that the brain processes visuals 60,000 times faster) but to draw your attention to the clarity of your thought, your action and your goals. Clarity of mind gives rise to clear words. Clear words lay down the path of right action, leading to expected results. On the other hand, obscurity leads to deceit, disorder and dissatisfaction. It is the refuge to incompetence and shallow appearance. As, Oscar Wilde aptly says, “Appearance blinds, whereas words reveal.”
Here, I have ventured out to bring clarity to some powerful words that you may use to map our your marketing strategy. Mind you, strategy is different than a plan. Plan is what you execute. Whereas, strategy is "the translation of knowledge to practical life, the improvement of the original leading thought in accordance with continually changing situations.”
PURPOSE empowers 'WHY' TO YOUR WORDS, so that YOU CAN live through the how.
Clare Boothe Luce, the first American woman to hold a major ambassadorial post, once told President John F. Kennedy, "A great man is one sentence."
"Luce feared that Kennedy’s attention was so splintered among different priorities that his sentence risked becoming a muddled paragraph."
Abraham Lincoln’s sentence was: ‘He preserved the union and freed the slaves.’ Franklin Roosevelt’s was: ‘He lifted us out of the great depression and helped us win a world war.’ Nelson Mandela's was: 'The man who lies here has done his duty for his country and his people.'
Purpose is not a philosophical abstraction that is nice to have. In fact, it is not even a moral conjecture. For all practical purposes, it is imperative that your business have one. Because, without it, you are bound to flounder. For starters, we have to understand that there are different kinds of purpose.
"Sometimes purpose is about values — who you are and what you stand for.
Other times, it is about value — what you do and how it benefits others."
Your job, as a marketer is to align "values with value" to find your company's core purpose and build your marketing and your product development around it. The more specific you can be in defining the character of your purpose, the more unique it will be.
PURPOSE WHEN DONE RIGHT, IS ALIVE
WITH POTENTIAL. IT IS THE AVENUE FOR NEW IDEAS, TECHNOLOGY AND NEW