BRAND TOUCHPOINTS

Branding & Religion

Posted in Uncategorized by Abhinaya Chandrasekhar on September 8, 2009

When rituals and superstitions have been leveraged by advertising and branding companies, a question popped into my mind. Is there any correlation between branding and religion? Is there any lesson to be learnt from religion for branding?

Think about this. Religion creates devotees. Staunch believers who do not question any aspect and follow it. Admirers. This makes me believe that there is some element that religion has instilled in us, which results in heartfelt devotion and complete admiration. What if branding recognized that element and nurtured it to create evangelists.

A large green field. Over 11000 people watching anxiously. Another 11 million watching from their television sets with the same anxiousness. Irrespective of religion, the mass prays for the same cause. Two men in blue with bats. Ten men around the field waiting and hoping desperately. One man runs down the crease and bowls. The man in blue strikes the ball, swings his bat and the ball goes flying out of the crease. Euphoria everywhere. Satisfied that their prayers are answered, the masses rejoice.

This is Indian cricket. I live in India and I believe that the biggest brand created, cared for and nurtured here is cricket. Cricket is a religion. Ever wondered why all advertisements for the Indian cricket always ALWAYS has people praying in it? Here’s why:

india cricket team

A research was once conducted to find out the activities in the brain while being exposed to images that form part of religion. The audience was primarily men and they flashed images of bible, rosary, sports teams, and more. One part of the brain lit up when images of religion was flashed. The SAME part of the brain lit up when exposed to images of brands they considered real close.

By portraying images of people praying and relating it to the Indian cricket team, brings people closer to being admirers. This automatically pushes the brand up in the mind.

Are there any more brands in the Indian context that can generate the same activity? Talk to me!

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