This morning while traveling to office I happened to listen to a conversation with long time manager of Delhi’s iconic Regal cinema and RJ of a popular FM channel. In that conversation while answering the questions posed, the manager’s throat almost choked, voice turned heavy and he ultimately broke down. He nostalgically recalled how the cinema used to be decorated when important events happened, especially when Raj Kapoor released his films. In that brief conversation, he sang song of Raj Kapoor’s iconic movie-Mera Naam Joker- ‘jeena yehan, merna yehan…
Suddenly my mood also became somber. And images loaded with emotional experiences of the past began to rush past my mind. It triggered a backward time travel down the memory lane. Although I have not visited the theater for many decades, yet the feeling of loss, a personal loss was real.
Why would I be sad if this brand had nothing to do with my present life? It didn’t solve any of my needs. It was completely out of my existential frame. Regal’s presence in CP didn’t seem important to me, it continued to live invisibly without drawing my attention. But how precious its being present there was has struck in my reckoning. I seems, that pulling down of Regal is not entirely is downing of a physical structure, rather it tantamount to stripping me of my memories. If man is nothing but a memory making machine then in one stroke how many of its customers would be robbed off their lives’ precious treasure.
Brands are owned by companies but they are possessed by customers. Their titles and economic value rest with their owners but they live in consumers’ minds. They inhabit in consumer’s mind as knowledge constellations. Regal, the owner say lost out to its competition, “You can’t run business on sentiment all the time.” Brands are not developed emotionally, but they actually run on emotions. They thrive on the power of emotions, moods and sentiments. These provide means for brands to lower anchors in consumer’s psychological waters and forge deeper connections that transcend brand’s appeal from the narrow confines of utility and reason.
Competition kills product relevance by rendering them similar. Its difficult for brands to hold on to their turf’s by sustaining a performance edge. Products get commoditized. It is here brand needs to become an important part of consumer’s life story. When a brand embeds itself in consumer’s life it gains indispensability. Jim White calls it narrative identity.The life story which we say to ourselves to give a sense and purpose to our lives. Marketers extend their brand’s appeal by using emotions. Brands are positioned to engender specific well defined emotion. Consider emotion of love in J&J, sexuality in Durex, humor in Maggi sauce and fear of rejection H&S. Even brands in so called purely functional category like tyre, computer or cement use this route to strike an emotional bond with consumers.
Brands are not consumed in isolation. They get embedded in moments, rituals and events which are soaked in feelings and emotions. The string of these moments and related emotions ends up creating a narrative which is very personal. Brands gain strenght when they become part of this life story. Therefore a brand is much more than what is communicated. So when you start to think Dettol visually a picture emerges – mother tenderly loving and tending the nick or cut or think of a Bournvita. These pictures are brand’s capital because these provide bedrock for loyalty building. When Coke announced the launch of New Coke, the American population hit the streets in agitation. Coke inteded to offer a better tasting drink, yet the move was violently rejected for Coke drink was not withdrawn but memories were.
Brands often use nostalgia appeal to tap into positive emotional stored in old memories. Re-living the past is emotionally gratifying, especially if the current times are filled with uncertainty and insecurity. They use symbols of old times- names, tunes, songs, artifacts, slogan- to exploit brand capital stored in life stories of consumers. Brands like Beetle and Jeep are living examples of nostalgia brands.
Probably similar sentiments and feelings were aroused when Regal announced its last screening today on March 30, 2017. It is will act to erase memories if not completely but certainly push them towards point of no return.