Everyone wants to bring in a certain degree of feel-goodness into advertising. So what does Dr Bhaskar Das think about it. We asked him for the November 18 edition of Das ka Dum. Read on….
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Q. The McDonald’s CMO has said that ‘feel-good marketing’ is key for the brand this Christmas. Good strategy?
A. The feel-good marketing in today’s environment is hygiene. For a brand like McDonald’s, it’s more so. Actually it’s true for all brands, in some form or the other as we are operating in an experience economy where getting attention of consumers is a key variable of the marketing mix for any brand. If you look into the ingredients of feel-good marketing, you would discern that fundamental principles of marketing haven’t changed over time. What has changed are the options available to the consumers, causing a fragile loyalty to any brand, and nano moments of truth are exacerbating the pitch of consumer allegiance.
So, any strategy is good so long it works and improves the bottom lines of business. Jargons alone can’t make it happen.