Friday, October 25, 2013

Why a nameplate does not make a brand

This - is a poor experience that I do not wish on my enemy. But the sad reality in India is that we go through such experiences every day. It is abnormal if someone does their assigned task without requiring a reminder,a nudge, a raised voice, a yell, and an outcry in that order.  So, for example,  whatever Volkswagen may have been or even now is in Germany, the people manning the stores in our India have been recruited from the regular pool of common people. And hence it doesnt matter whether you are a Volkswagen or a local garage wala, unless you are willing to lung it out with people to get something done that rightfully should be yours, nothing is ever going to move here.

The curious case of Vishal Gondal's Audi loitering about on the streets when it was supposed to be at the service station is also under the same category.

The fact of the matter is that for a brand to give that feeling to you, there needs to be a synchronized commitment by the people(who form the organization) towards the customer - Right from the door man standing at the gate of the showroom, to the store manager, to the regional sales head, to whatever designation the big boss of the company holds. Because the spirit of the brand starts in the heart of the people working there, and then reaches the customer only through them. What name plate you hang in front of your store matters much less. An Audi board with heartless behaviour is worth nothing whereas some random "Batliwalla & Sons" with high customer orientation is a multicrore business proposition.

Think about it.