When I was growing up, I had some great friends. Highly accomplished and smarter than I. So much so that I was seen as the "guy from outside", not one of them (in some places, at least).
Then, I did something. A little something without forethought that eternally made me a household name (at least, in one friend's case). This single act would contribute to my well-being in their home. :)
Back then, most of my friends were applying to Grad schools in the US for their higher studies.
One particular friend of mine, let's name him Jim, was also going to the US for higher studies. As was the procedure back then in the city I came from, visa applicants to the US had to queue up outside the consulate in unearthly hours, in some cases, this could be as early as 2 AM, on the roads. A rather weird system of first come, first served existed to even apply (this was before the advent of Online booking clearly) for the US visas.
Jim was almost apologetic as he looked at me - It was best done if someone could take turns in the queue (it was almost inhuman for 1 person to stand for more than 10 hours and you lost your place if you venture out for a break!).
I offered to go in early morning. So I found myself standing outside the consulate on a chilly morning at about 4 AM with hundreds of others as well.
That was it - This single act of "kindness" was all it took for my friend, his brother, his aged mom and dad to look at me as lovingly as one of their own!
So much so that my friend insisted that I stay with him many years later when I visited the US and ensured I was comfortable.
If there is a lesson for brands from real life, then here it is. If Brands can act as good samaritans for consumers, if brands can put their neck on the block, if they can do "good" deeds for their customers. They have already won half the battle. They have captured not just "share-of-wallet", they have captured "share-of -heart".
And I am not talking about the fancy title of "CSR" here. I am not talking about charity drives and donation camps conducted by companies. I am not talking about raising funds for Cancer awareness. While these are noble initiatives definitely, I am talking about essential marketing by companies.
Every single Marketing campaign, Every single promotion released, every single ad released on print, Every single communication out to consumers need to carry this spirit of do-good. Recognize the human at the other end. Keep his end benefits in mind. Act Responsible.
From Marketing to humans, move to Marketing is human.
