Manele and marketing

The “manele” isation is a term that ha entered in the mass-media vocabulary in order to describe the manifestation of a Romanian social phenomena, characterized through a dilution of moral and value guide marks. The norms and criteria of good sense sink into the dead mass of mental cliché , commodity and mediocrity. Amplified by the mass-media, the boomerang effect of this phenomena are widely felt. From reference TV shows with hot subjects to artistic productions, the perpetuance of “ manele” in language and behavior is done with an amazing automatism.

There is just a step until a similar approach of product quality and service quality will be done. In the economic field, we notice an alarming fact: very many companies, even industrial giants, have a behavior that could be defined be the affiliation of immediate winnings, talking without sense, lack of guide mark and principles.

Famous companies make campaign images randomly, with press releases, with articles or interviews in PR, the only effect being the buzz creation around the name or the company’s manager, without growth of trust and long term notoriety. If we are to compare the communication intentions of Romanian companies with the ones of UE companies, the vote is disadvantageous: we have the acute sensation that everything that is locally done is done with half measure, randomly or fore immediate effect, and not for further benefits. Obviously, a new product and brand efficient strategy needs to be adopted, serious communication actions, marketing plans, serious and brand focused efforts.

Also, the building of strong and differentiating visual identity is needed, at the level of 21st century, and communication must differentiate itself from cliché and sameness, through the use of techniques and modern means in building and approaching messages, to adapt to the public’s new expectations. In this process, the brand and design consultancy agencies have a huge responsibility. Designers, strategists, communication specialists and brand specialists that adopt a serious position , a professional one, have the chance to raise, the level of perception and expectation of the companies-client, achieving their trust in positive results in the branding process. The client will be convinced to avoid the ” manelism” in approaching his own brand, choosing efficient long term strategies.