STREETWISE MARKETING
DEAD! LIVING
BEYOND THE
GRAVE
By Evans Majeni
S
omehow lately, I have become
an ardent fan of obituaries.
I find myself attracted to
beautiful photos of those who have
left this world for the yonder. I have
also developed a keen interest in
reading their life stories. The things
they dedicated their living to and
the love they shared beyond their
families.
I sincerely hope this is not a sign
of things to come. However, I have
noted with increasing concern that
most lives are either uncelebrated or
the way we write obituaries do no
cover the real gist of life.
Most obituaries are what one would
call - nothing to write home about.
A bland life. Born, raised, schooled,
married, worked, retired and died. A
successful life by ordinary standards,
but nothing that touches lives
beyond the immediate family. No
new thinking, experiences or note
worthy mistakes. It all ends at the
graveside. No living experience
beyond the grave. No legacy.
A brand too is a living thing. It
is conceived, nurtured, grows,
matures, acquires own identity,
marries perhaps, gets sick and
dies. Throughout the life cycle, the
‘‘ Most obituaries are what one would call nothing to write home about. A bland life.
Born, raised, schooled, married, worked,
retired and died. A successful life by ordinary
standards, but nothing that touches lives
beyond the immediate family. No new
thinking, experiences or note worthy
mistakes. It all ends at the graveside. No living
experience beyond the grave. No legacy.’’
12 MAL 11/16 ISSUE
brand touches lives and creates a
living experience. A brand that has
lived a celebrated life should tell a
beautiful story of pain, struggles and
triumphs.
What are some of the things
marketers would do to create a living
experience that tells a beautiful
story: What for example is the
Barclay’s story or Coca-Cola story?
Here is my take.
Attempt the impossible
It is said that it is impossible until
someone does it. Be that someone.
Brands that want to create a living
experience must deliberately stray
from the norm. Nobody knew or
even imagined there was a gap for
Marketers Night Outs. Someone
dared and brought to life these
beautiful events.
Taking coffee for a long time was
just an ordinary experience until Java
came along. Sending money through
the Post Office was the norm until
M-Pesa emerged and we thought
banking was for the rich guys until
Equity came along.