The recently concluded Sydney test witnessed a virtuoso performance by the Australian skipper Michael Clarke. He not only created new records as a batsman but, perhaps, more importantly, laid down a shining example of how team sport should be approached.
His rousing exploits are likely to ensure that the Sydney match might hereafter be referred to as ‘The Clarke Test'. However, it is fascinating to examine how his efforts also inspire the world of branding. Because every action he took and every decision that he made seems to hold a compelling lesson for the world of brands.
And as brands experiment with various avenues to venture forward, it might be instructive to examine how they are doing on the ‘Clarke Tests'. These just might help brands stay on course as they perform on the most bouncy wicket of them all — the ever changing Indian market.
Turning a blind eye to the numbers game
Perhaps the most extraordinary facet of Michael Clarke's triple hundred was that he chose to declare when in sight of the world record for the highest individual score. Where many would have seen it as a chance to achieve sporting immortality, Clarke realised that it was the inane pursuit of another number. This selfless decision gave his bowlers ample time and made the final result of the match a certain eventuality.
Often, brands are smitten by the lure of magic numbers and numerical milestones. From becoming the world's largest selling offering in a certain category, to landing their millionth customer, or completing a certain number of years in existence, numbers seem to offer an easy route to start a conversation with the customer. But in an era where an increasingly evolving consumer is looking for more personalised interaction, playing the numbers card might not score any more. Those interested in mythology will cite that it was the quality of the five Pandavas that made the critical difference in the Mahabharatha .
Staying on top of changing conditions
Another fascinating aspect of Clarke's marathon innings was that he stayed aware of the changing pitch scenario. As his innings grew in scope, he realised that India would also have it much easier when batting for the second time. There was no assurance that India would fold up within the same time in the second innings as they did in the first. The change in conditions to those more favourable for batting was the decisive factor that made him declare early to be able to give his bowlers enough time to force the issue.
Frequently, market conditions change. But sometimes they change faster than anyone can anticipate. Keeping one's ear close to the ground to stay on top of these seismic shifts is a branding necessity these days. A popular magazine labelled 2011 ‘the year of the protestor'. What was extremely interesting was how the Governments in the countries concerned were unable to gauge the rapid swell in public anger as viral messaging catalysed mass movements. From the Arab Spring to the Anna Hazare anti-corruption movement, those in power discovered that things could go out of hand pretty quickly.
Being willing to try something new
Michael Clarke is essentially a batsman. However, post his triple hundred, he realised that this was a match where everything seemed to be going his way. And so when Tendulkar threatened a long innings, he was astute enough to bring himself on, and bag the prized wicket of the little master. Exploiting a purple patch in form lends confidence in experimenting with areas outside ones domain. And sometimes this can yield stunning results.
Success often breeds risk aversion. But rather than waiting for a decline in fortune to try something different, it is often in triumphant moments that bold innovation must be tried. For one, the confidence level of the team is high and that fuels the company's thrust going forward. Riding on the stupendous success of Jurassic Park , Steven Spielberg created Schindler's List , a movie quite divergent from Spielberg's expected fare at that point. It went on to win him the Oscar for Best Director, and opened up a whole new arena in serious film-making for him.
Reposing faith in the tried and trusted
The old guard of Ricky Ponting and Michael Hussey were both under pressure to retain their places in the team when the series began. But Michael Clarke, having played a considerable time with both of them, knew that all these proven players needed were time and trust. As they both came good during crunch moments in the series, Clarke must have reflected with a smile why the old must always be considered gold.
In rapidly changing markets, companies are sometimes tempted to drop heritage brands from their portfolio. Usually, this is a dangerous decision. Because these brands have a wealth of associations and experiences that have enriched consumer lives over the years. And so while the companies themselves lose sight of this at times, consumers are always apt to tellingly remind them.
The case of the Coca-Cola Company being forced to bring back Coca-Cola Classic after the failed experiment with New Coke informs the branding world that nostalgia is certainly not a thing of the past.
Finally, as Clarke has shown us, there is a Superman residing in every brand. However, it takes some brave decisions to uncover its true potential. For, in marketing as in cricket, one must be ready to face the music, in order to have a long stint at the crease. And in standing firm on these principles, one can ensure that the company's fortunes will never swing down under.
(Vinay Kanchan isa Mumbai-based brand consultant, creative thinking trainer and author of The Madness Starts at 9 . )