New Delhi, Nov 29: His was a surprise visit-and a fleeting one-but even five minutes were enough for the inimitable showman, Alyque Padamsee, the legendary advertising man, to leave the audience spellbound. First, he took pot-shots at Peter Drucker's old saw `the only constant today is change'. Said Padamsee: ``I think he's wrong. Some brands go unchanged for a lifetime.'' Dropping hints, he pointed to Lifebuoy, Liril and Marlboro and asked why their advertising stood the test of time.
``Human emotions'' threw up the audience. `Yes', affirmed Padamsee, ``If you want to enter the head, aim at the heart.'' His prescription for marketers: Vitamin E-Square-emotional equity-which can help the health of any brand.
In his second question, Padamsee asked the audience for the definition of USP. Of course, no one could come up with Padamsee's reinvented term: Unique Strategic Personality. ``Brands have personalities. If they are unique they make an impact on consumers.'' A bit like Padamsee, himself.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.