Marketing
Why Common Sense Won’ t Cut It In Marketing
By Grace Gikonyo
In a bustling market in Nairobi, imagine a vendor offering two types of handmade jewelry: one crafted with traditional Maasai beads, vibrant and colorful, and the other a gold-like, sleek, minimalist design. As customers shop, it’ s clear that while both pieces have their appeal, the Maasai beadwork captures the essence of Kenyan culture and resonates with local pride, making more shoppers go for it.
That scene illustrates a critical lesson in marketing: while common sense might suggest that expensive-looking and modernity will attract buyers, it is the vibrant storytelling and cultural connection of the beadwork that truly sparks interest and engagement.
This distinction between common sense and imagination is vital in the marketing landscape. Common sense might lead one to believe that all consumers prefer straightforward, universally appealing products. However, imagination drives innovation, creating campaigns that connect deeply with cultural identities and evoke emotions. In Kenya, where creativity and rich cultural heritage thrive, leveraging imagination rather than merely relying on common sense can lead to remarkable marketing breakthroughs.
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Common sense can be defined as the collective knowledge and experiences that guide our everyday decisions. However, this“ sense” is culturally specific; what may seem obvious in one context can fall flat in another. In Kenya, where community and social ties are integral to consumer behavior, a marketing strategy based
In the Kenyan marketing landscape, relying solely on common sense can be limiting. While it may provide a foundation for avoiding pitfalls, true breakthroughs come from leaps of imagination and a nuanced understanding of local culture. By embracing creativity and tapping into the unique values and experiences of consumers, marketers can develop campaigns that resonate deeply and foster genuine connections.
solely on traditional metrics may overlook the importance of building trust and relationships.
For example, when a local beverage company launched a campaign emphasizing health benefits, they believed that common sense dictated consumers would prioritize nutrition over other factors. However, the campaign flopped because it failed to connect with the cultural emphasis on celebration and communal enjoyment. Kenyans often gather to celebrate milestones and achievements, and drinks are a significant part of these occasions. The brand ' s reliance on common sense led them to miss this critical cultural nuance, resulting in a disconnect between the product and the consumer.
In contrast, a competitor like Coca-Cola saw success by featuring its drinks at local events and celebrations, tapping into the vibrant Kenyan tradition of gatherings and festivities. By aligning its marketing with local customs, Coca-Cola managed to resonate with consumers in a way that the health-focused campaign could not.
The Limitations of Common Sense
Albert Einstein famously stated that our understanding is shaped by the prejudices we acquire early in life, a notion that resonates in marketing. Relying solely on common sense can lead to significant missed opportunities.
One stark example is an advertising campaign launched by an international fast-food chain in Kenya. The company relied on its established marketing strategies from Western markets, featuring high-budget television ads starring
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