Do you want to be a karma millionaire?

I am making reference now to a recent movie- Slumdog Millionaire. Shortly, the movie tells the story of an orphan grew in a suburb of Mumbai, who wins the contest ”do you want to be a millionaire” the Indian version. We are shown an incredible, unique, irrepetable chance. From the perspective of an ordinary man, things do not work like this, although we take delight in the epic string of events of this kind of movies that show us the opposite. Thinking of the brand as a construction that clothes the product with all most human features, we can advance, not very far from the truth, that the brand’s life is not like in the movies. We wish it were! But, we have to be aware of the fact that a brand’s program is the result of an entire branding process meant to lead to the wanted results. The detailed research of the public, of the brand and of the competition, with specific instruments, will lead to the finding of those important aspects that will contribute or influence the way in which the brand will be created, developed and further communicated. Based on the results, the brand strategy is built, containing those vital elements for defining the brand: vision, values, target, sources and points of differentiation, rational benefits and emotional benefits, attributes and features, the promise, the positioning and the brand’s personality, offering a clear and precise vision on the way in which the brand will present relevant and distinct benefits to the public. Purpose: profit. But the karma has nothing to do with this.

Back to the story of the movie, at an attentive decoding we discover the secrets of the hero’s success: nothing was casual. Full of symbols, the movie presents us the success of the positive hero, after a life story that didn’t predict this ending. A sequel of events have marked the young man’s way and lead him to an unexpected casting, that he received and accepted with the same innocence and simplicity, as all the other random happenings: it was part of the karma, of hi destiny. Making an analogy, a brand’s success has nothing random in it. A brand contains its own developing program and most of its part in its evolution towards success is guided, directed. The creativity and genius represent a small percent in the volume of hard work and thinking, to which resource effort is added, as well as money and time that are implied in shaping the destiny of any brand: ‘ the chance” is controlled through the means of strategy. A brand’ s program becomes an engagement taken very seriously, in order to satisfy the client and obtaining in return long time loyalty. In this respect the brand is managed with the greatest attention in order to prevent, control and give a satisfactory answer to any exterior influence that comes from the market or consumer. A brand’ program is like a person’s destiny. With a difference: a brand’s way can and must be determined consciously and actively, permanently, through a rigorous management that is supposed to offer the best chance for success.