The Politics of Names

“I am from there. I am from here.
I am not there and I am not here.
I have two names, which meet and part,
and I have two languages.
I forget which of them I dream in.” 
- Mahmoud Darwish

Spirited Away

Nomenclature is a tricky thing. The name lies at the beginning of all deeds and at the end of memory. It is sometimes the burden of infamy or the herald of conquest. Wars have been fought over names. Names are often mired in the quicksand of a person’s identity, or a person’s politics.

In Miyazaki’s Spirited Away, the witch Yubaba enslaves her servants at the bathhouse by stealing their names, and consequently giving them a new name. The simple act of renaming someone in a fantastical universe becomes a metaphor for bondage. Thus, the protagonist’s journey to gain freedom from the spirit world and release her parents from a spell that turned them into pigs, is connected closely with the theft of her name. It is her very identity – the one thing that Yubaba the witch cannot truly take away from her. The name is associated with memory, belief, nostalgia, conviction, and holding on to a different and more familiar reality.

We need a new type of consumer classification

Continuing our evangelism of Brand Semiotics, here is our latest contribution to semiotics lead thinking in the Campaign magazine.

For more information on Brand Semiotics, please visit DY Works.

WHO IS THE CONSUMER? (Part 3 of 4)

PART 3

The Importance of Culture for Brands

Individual behaviour stems from three encoded, inherited and learned, platforms:

1. Universal Human Hardwiring
   This is the lowest common denominator of universal human truths where jealousy, love, maternal instinct etc are common to ALL humans. This is what tells brands that we all want to be admired or desired or envied.

1. Cultural Context
   While the above tells us that there is a need to be admired, it is the cultural context that tells us that fairness is desired to ensure a ‘good’ groom or that we Indians perceive well ordered, great ambience supermarkets to be expensive and prefer the chaos of Big Bazar that gives us more value’ 
2. Individual
   Individuals in the same family can turn out to have very different beliefs and value systems. While this is the most important of all for psycho-analysis, it is of very little use to the marketer. It is very difficult to engineer brands for individuals – and usually tend to be very niche boutique services.

In this context – for creating successful brands, it is important to learn how culture shapes behaviour. Culture is what helps us understand why processed ready foods fail in the Indian market. The Indian mother/ wife has to ‘perform an act of input’ in whatever she is serving. So, even the most successful processed food brand – Maggi – has to have vegetables added to it and has to be ‘made’ by her. It is culture that helps us understand why Margo with neem – with its bitter smell is largely successful in the south but neem’s more palatable face wash avatar as Himalaya, is the largest selling face wash nationally.

The Consumer Belief System

Studying Culture through Semiotics

How then do we study culture? There are many models used by sociologists and anthropologists – the Hofsted being among the more popular in recent time. We are the pioneers in the use of semiotics in the county. Semiotics is quite simply Semiotics is the study of visual and cultural signs to decode behavior.

The signs can be

• Linguistic
• Visual
• Behavioural

These signs have to be moored in the context of a brand or a category. Let us take the Amul example and deconstruct that.

The Amul story is a rich tapestry of semiotic significance at many levels. The foremost Amul discourse is to do with nature of its business itself. Milk, Ghee and Butter have stood for abundance and goodness in the Indian context. Cows have been a symbol of wealth and have been and are revered in almost all parts of India since the Vedic times. I grew up on stories of my grandmother’s wedding where all the bulls in the groom’s party (they travelled in bullock carts) were fed ghee. This was proof of her family’s wealth and status as surely as the number of tolas of gold she received.

Milk and milk products have been akin to ambrosia. Being a provider of milk, therefore, is akin to divinity in the cultural context. Amul, as the primary provider of dairy products did not have to fight any battles of acceptance. The symbolism of milk and milk products is deep. Layered on it, the extraordinarily inspiring story of the formation of a co-operative that gave livelihoods to entire villages and raised standards of living across districts, and the ensuing self-governance of a complex supply chain led organization that increased yields and productivity dramatically,  of a commitment to values before profit (even today, in the event of a milk shortage – Amul diverts its supplies to milk at much lower margins, at the cost of high margin, value added and processed dairy foods), the vision of Dr. Kurien and his steering of Amul towards contributing to a white revolution in the country; the brand has won hearts and minds for many, many reasons to become the Taste of India.

Amul Butter is the product that epitomises the brand. B utter is the result of unadulterated milk and is by nature, pure. Bal Krishna’s love for butter was mythic, and is still celebrated. Krishna, as a child, has epitomised mother-child relationships. The natkhat  Krishna has become the iconic persona that all mothers seek in their child when they say with great pride that their son is “very naughty”.

In that context, the Amul girl is Bal Krishna! No wonder then, that the brand is among India’s most loved.

Whether deconstructing existing brands to ensure retention of key values or creation of new brands – semiotic study gives us deeper insights to ensure that we are able to craft brands which resonate with consumers.

Contributed by Alpana Parida - President, DY Works

PART 1: Conventional consumer segments are no longer valid
PART 2: Need for a new consumer classification method
PART 3: The importance of Culture for Brands

WHO IS THE CONSUMER? (Part 2 of 4)

Last week  we had looked at conventional consumer segments are no longer relevant. In Part 2 this week, we will look at exploring a new approach to consumer classification.

The Need for a New Consumer Classification Method

The Socio Economic Classification does not work. It creates too many biases and leaves out possible lucrative segments. I strongly believe that the world order has changed and we need a new system of consumer segmentation. We call it the DY Works Mindsets Classification. (DYW-MC)

This classification employs a very different cut for determining Age, Income, Education, Profession  and even Gender.

1. DYW-MCA: AGE MINDSET

This is not about the real age of the consumer. However, consumers of different ages across the same age mindset – will show similar behaviour

1. Young - carefree, seeking new experiences, youthful clothing and brands. A 40 year old person with this mindset would be using all the anti-ageing products in the world.
2. Middle aged – settled, not experimenting, set in ways, not much that is radical. A 40 year old will have solid brands – Ponds, Lux etc. No too many categories – and does not buy new things every time.
3. Older – simplifying life. Letting go of too much complexity. A 40 year old person would have a soap a shampoo and a moisturizer.

 2. DYW-MCI: INCOME MINDSET

This classification is across income levels and very wealthy HNIs could also be reluctant to replace their mobile phone every six months – whereas a young shop assistant could be far more prolific.

1. “I am worth it” – We came across a s shoe salesman in a hamlet outside Varanasi who smoked Gold Flake:  “Apni bhi koi ijjat hai”. This is the consumer who  wants everything here and now.  This is where you will see early adopters and real as has nothing to do with it. Men in their 50s who are buying the latest in laptops or cars are part of this mind set.
2. “Others are worth it” – I will sacrifice to give the best to my family. This the person who we see on KBC, who is going to give his / her money to parents and relatives first. This is the woman who buys for husband, children, home – before buying anything for herself.  There is desire – but can hold off and wait for 2-3 years before buying the flat screen TV or the fully automatic washing machine. Even when buying, would buy an older model which is cheaper.
3. “We cant afford it” – savings, ‘do I really need it’, seeking many validations and justifications. Seeks rational justifications  and prefers not to spend. Shopping is not a joy – and even post purchase, there is an anguish of guilt. They are simplifying their lives and are able to do with less.

3. DYW-MCP: PROFESSION MINDSET

This classification and sub-classification is greatly revealing about a consumer’s mind set and can exactly pin-point aspirations, value systems and more.

1. White Collar
1. Bramhins  - those from privileged backgrounds, brand name schools, colleges, jobs.
2. Fast Track – the young MBA who gets the same salary as a person recruited for sales or operations. In a hurry. Looking for the next big thing – job or own business.
3. Long Distance – Good dependable, solid – will grow steadily in job, will not change jobs often.
2. Blue Collar
1. Waiting to get out – hates the job, is dreaming big. Either own business, or a stab at reality TV/ game shows/ talent shows. Wants more in life.
2. Work is worship – content. Few needs, dedicated, loyal, steadfast.
3. Gold Collar
1. Humble work – disproportionate money. Property Agents, Gas Station Owners. Typically do not have social Status – a visiting card that says – General Manager, Bajaj or a Govt. Designation. Their status is only visible from gold chains and expensive brand names on or about their person.
4. Young and Restless
1. First generation entrepreneurs fired by stories of entrepreneurs making it big. Big schemes, big dreams and lots of guts. Driven, passionate, energetic.

4. DYW-MCG: GENDER MINDSET

If we go beyond the simple gender divide, there is a layered understanding of roles and responsibilities basis the understanding of gender.

• Metro-sexual  Female
• Works in an mans world, takes financial decisions
• Equal partner/ husband changes nappies, cooks as well
• Metro-sexual  Male
• Not afraid to show his sensitive side
• Involved with his appearance – could get facials/ pedicures
• Working Women

When we define the consumer in this fashion, we understand a great deal about them. But for their deeper truths, we need to understand them in a cultural context.

Contributed by Alpana Parida - President, DY Works

PART 1: Conventional consumer segments are no longer valid
PART 2: Need for a new consumer classification method
PART 3: The importance of Culture for Brands

Follow this space for Part 3 and  Part 4.

WHO IS THE CONSUMER? (Part 1 of 4)

PART 1

Over the course of 15 years, working with over 800 brands, touching over  1 billion consumers in 25 + countries – we have come across countless briefs where our understanding of the consumer is nebulous at best. Last month – we went through 2 qualitative research reports for the same brand in the same market. The brief went on to describe the consumer as Male, 25-45, B1, B2, B3, C1, C2; seeks control and has a strong sense of family responsibility.

Huh?

Who is the consumer?

This broad classification of the consumer is totally inadequate – and more importantly (and frighteningly) misleading. It presupposes little change in traditional classifications when India is dramatically changing demographically, sociologically and culturally. The underlying construct of the society is shifting. Speeding this up are technology, media and communications, the fruits of liberalization and a great yearning at the societal level that is now a seeking to establish the ‘great Indian dream’.

We are in the midst of a dynamically evolving society and our fixed points of reference are being challenged every day.

As the largest Brand Strategy/ Brand Design firm in the country, we are leading the charge in redefining the consumers. The old definitions no longer apply.

The trouble with Demographics/ Psycho-graphics.

• Mercedes and BMW are expecting 30-35% sales to come from rural markets.
• The age of luxury products in markets such as India and China is lowered to 25-30, as against 45+ in western markets.
• Mont Blanc is the ultimate IT gift for son-in-laws of middle India.
• Gopal Vittal is amazed to see the ubiquitous presence of Dove in Dharavi.
• Vernacular India discovers spaghetti straps and showing skin is increasingly acceptable.
• First noodles and now pasta is set to take over the after school snack market.

Our neatly ordered world is changing. Rapidly. And our neatly ordered Socio Economic Classification, whether A, B, C, D or A1, A2, B1, B2 is utterly meaningless.

How do we understand the consumer? Knowing the consumer is the foundation for building robust, lasting brands. The most successful brands in the world are the ones that exactly resonates consumers’ innermost desires, motivations or values. For TATA that stands for Trust, it is equally necessary for their customers to WANT trust in a corruption ridden economy, for the brand to resonate. For the Angry Young Man to succeed, there needed a generation of movie goers who were fed up and angry with the system. For Barak Obama to be elected, he had to be as far from Bush as possible.

ALL SUCCESSFUL BRANDS RESONATE WITH THE CONSUMERS HEARLTFELT NEEDS AND DESIRES.

If the demographic understanding of the consumer is blurring, the psychographics was flawed to begin with. The fundamental flaw in research is that it pre-supposes an extraordinary level of self-awareness on part of consumers/ respondents. That if you ask a consumer what his/ her motivations or desires at the deepest level are – they will articulate them.

There is a possibility of unearthing these, or at least the pointers to these, in qualitative depth interviews. The skill, however, of the interviewer is required to be at par with good psycho-analysts. This seldom is the case. And so, what we get most often is drivel such as: SEC A&B, 25-45, Male. Traditional but aspires to a better life for his kids. Seeks control in his life. Role models are Amitabh Bacchan and Mukesh Ambani.

This is not actionable research. It tells us nothing about the consumer upon which one can construct successful brands.

Contributed by Alpana Parida, President - DY Works

PART 1: Conventional consumer segments are no longer valid
PART 2: Need for a new consumer classification method
PART 3: The importance of Culture for Brands