Non-participation as a brand strategy.
Gandhi used non-cooperation to infuriate the Raj. Lowe India, pulled out of the ad festivals many years ago to protest against the judging process, but if they continue with the same policy even today, its because it has helped differentiate them from the award-hungry agencies. And recently Pepsi America showed non-participation in the Superbowl can be just as effective in generating a viral hit as buying a spot on prime time sports.
It becomes apparent that in a world of undifferentiated products, non-participation when used effectively can be a strategy in itself. Will non-participation in the IPL be someday a calling card for a big Indian brand, like say Sahara? Can boycotting expensive traditional media for digital be turned into a brand event?
Love to hear your views.
Wow! i loved this post with that classy visual. Yes! non participation can be a differentiating, powerful tool if used by people whose public images or opinions matter or by large groups for a collective public action. It was used in modern day diplomacy when Pro Tibet supporters boycotted the opening ceremony of Olympics at Beijing. But with our ministers and parliamentarians, walking out of sessions for frivolous, partisan issues, this is no more the tool that caught the public imagination when Gandhi used it for collective good! it seems to me more like a tool to attract short-lived attention!