August 11, 2010

A branding lesson from Ramayana

Interesting topic?

Let me get straight to the story -

Here is an extract (super summary!) and synopsis from one of the chapters (Yuddha Kand i.e. the 'War Episode', which describes the war between Rama and Ravana) of Ramayana.

Having received Hanuman's report on Sita, Rama and Lakshmana proceed with their allies towards the shore of the southern sea. There they are joined by Ravana's renegade brother Vibhishana. The monkeys named "Naal" and "Neel" construct a floating bridge (known as Rama Setu) across the ocean, and the princes and their army cross over to Lanka.

The incident goes like this:

The challenge in building the bridge was to make the stones float (as all stones will sink the moment it is thrown into the ocean). It is said that a solution was offered by supporters of Lord Rama, i.e. inscribe the name "Rama" on the stone and then throw it in the ocean. The same was done and it worked!

Lord Rama was watching the progress and Naal and Neel progressively built the bridge.

At one point, Lord Rama decided to extend a helping hand.  So he picked up a stone and threw it in the ocean (i.e. which an expectation that it will flow). Surprisingly it sank without a trace!

Why?

Because the stone was not inscribed with "Rama"

Lord Rama was confident that he do not need to use his "brand" as he was THE "brand" and tried to repeat the magic. But it did not work. It was not "branded" with "Rama".

Moral of the story: Brand is bigger than the "owner" of the brand.

Subtle Moral of the Story: Feel good, when people recognize you by the name of your company i.e. brand. This means, your brand is becoming bigger than you. And this may stay beyond you.

Filed under Entrepreneurship, India, Lighter Moments by

  • Ani

    Ha ha.. Interesting observation – honestly :)

  • Sayali

    A good point of view,many know about this incident but am sure many haven't thought in the way you did,hope to read more interesting things in future

  • Catherine

    Hi,

    We just stumbled upon this post while checking on branding, we would love to reproduce this post for our magazine 'The Business Enterprise'. Please do let us know how we can get the reproduction rights for this writeup.

    Thanks
    Catherine
    Deputy Editor
    The Business Enterprise

  • abhishekrungta

    Hi Catherine,

    You can reproduce this article for your magazine without any fees as long as you mention my name as an author, put a link to my blog and if possible put a thumb shot of mine along with the article.

    There are no financial considerations.

    Regards
    Abhishek

  • abhishekrungta

    Hi Catherine,

    You can reproduce this article for your magazine without any fees as long as you mention my name as an author, put a link to my blog and if possible put a thumb shot of mine along with the article.

    There are no financial considerations.

    Regards
    Abhishek

  • Rnb Ranabirpal89

    It was really good. Complex thing explained through a simple story.

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