In today’s markets where product parity is often the norm, what differentiates brands are the symbols, values, images, lifestyles, personalities, relationships and emotions that get associated with them through advertising.
For instance, Apple products are favourably associated with aspects like style, youth, innovation, creativity, functionality, excellence etc. Singapore Airlines, through the symbolism of the Singapore Girl, is associated with hospitality, grace and beauty. Volvo through a variety of symbols is associated with safety.
Symbolism is also used in the content of the Volva advertisement in Exhibit 22.5.
The ad is cleverly executed. The mother’s gaze, her bulging stomach and the protruding navel draw your attention to the womb and the baby within. The analogy strikes you on reading the tagline. The baby, symbolizing the passenger, rests protected in the womb, which represents the body of the car.
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Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.