Aarthee, BIM

Idiosyncrasies of the Oral Cavity!

“Pinku didi’s son Chottu failed in 3rd standard maths exam”, Pinku’s servant big mouth Meena told in C block Radha’s home where also she worked, who told to her neighbor F block Geetu who told her husband Rajiv who told his colleagues who lived in the same apartment when they went for morning jogging in the park which was heard by an old couple who were incidentally Chottu’s grand parents unfortunately!!

Imagine the phrase being replaced with “Pinku didi’s son Chottu is all rounder cause he drinks ABC health drink”- what was supposed to be series of gossips transforms into unpaid promotion campaign for ABC brand. But why does this information travel more vehemently than what a model cum mother in a TVC states about the same ABC brand?

“People care about people who care about them”- care even to share with them even the minuscule details they come across in everyday life! So that’s first chair on the Diaz of this discussion- Trusted Gossip!

Blaise Pascal came up with the triangle that geometrically represents the binomial coefficients – but what matters here is that moving down the triangle the numbers mingle & develop in superior dimensions. Similarly recommendations work like the formation of Pascal’s triangle- 1 person makes it to 2, who make it to 4, who leads to 8 & so on! Especially in today’s world with media & communication in every touch of anyone’s life, it is always possible for someone to just go around spraying their brand experiences in all possible ways- which may multiply & grow in dimensions explained by Pascal.

Saying in other words, information transfer in Pascal’s triangle is similar to what happens in Domino effect or Chaos theory- a teenage girl who tries an exotic flavor drink in CCD can set ALL her college mates like a pack of cards to falling towards the same drink- providing free advertising to CCD! Chair 2 on Diaz- Pascal’s triangle!

Galileo showed that gravitation accelerates all objects at the same rate by dropping 2 balls of different dimensions from Tower of Pisa. This scientific finding can be compared with what happens to finest & nastiest brand experiences- they just travel with same intensity. They are like some bottled up emotions which come up in mind of a young guy who meets his high school crush in alumni reunion after about 10 years, waiting to get out and make the best use of the moment! C block Radhu just cant keep it to herself if she gets to know “Chottu, the all rounder drinks ABC Health drink” or “Pinku’s son failed in 3rd standard maths exam”- she just behaves like an missile launcher that is indifferent to all missiles but just needs to keep launching. Chair 3 on Diaz- Uniform acceleration!

Why is there a need to establish dominance? This question has its presence in all fields ranging from ecology to marketing, but answer remains just the same as explained by Pecking order theory which states that dominance is established by defense & aggression. The dominance in hierarchy is necessary for reducing conflicts which incur expenditure of energy which translated into marketing parlance is as follows “Dominant brand in the market stands out & can save on marketing expenditure as they have free “Trumpet blowers” in form of customers”! Bottom-line of discussion- best brand experiences transform into individual advertising campaigns at zero expense to the company but positive income possibly. Final chair on Diaz – Pecking order!

With the four chairs aligned on the Diaz and enormous confusions mounted in reader’s mind, only last thing that needs to be added is just that “What this article needs is Word of Mouth”!