From Era to Enterprise Episode #1
Let's imagine a scenario — what if Mahatma Gandhi, a symbol of peace and non-violence, was your Chief Marketing Officer (CMO)?
How would he create a connection with your audience?
What words would he use?
What can we apply from his life into the world of marketing?
In this inaugural episode of Era to Enterprise, marketing strategies from the legends, I explore the possibilities so that you may enliven your messaging with lessons from history’s most recognisable figures.
First off, let's take a brief look at the man himself. Mahatma Gandhi, also known as Mohandas Karamchand Gandhi, was an influential figure of the 20th century who led India to independence from British rule through his philosophy of non-violent resistance, popularly known as 'Satyagraha'. But Gandhi was not only a freedom fighter, his philosophies embody ideals and principles that can be applied universally, including the marketing world.
Gandhi’s famous sayings:
Gandhi was known for his insightful sayings that beautifully encapsulate his thoughts and principles. Two notable quotes include:
"Be the change you wish to see in the world."
"My life is my message."
These teachings emphasise authenticity, living by example, and communicating with integrity.
Why would Gandhi make a good Chief Marketing Officer?
Gandhi believed in ethical, transparent, and empathetic communication, the cornerstones of effective marketing. He emphasised understanding and connecting with people at an emotional level, a skill essential for creating impactful, relatable campaigns that are attuned to the audience. His approach was rooted in truth and honesty, vital when seeking to establish trust with your audience as you seek to build your brand’s reputation.
As an example, let’s look back to the Salt March, also known as the Dandi March, in 1930. This was a non-violent protest against the British salt tax. Instead of taking the violent route, Gandhi, along with thousands of Indians, marched approximately 240 miles to the Arabian Sea to make their own salt.
From a marketing perspective, this historic event was exceptional. It showcased Gandhi’s deep understanding of the audience—the Indian public. He took a complex issue—colonial taxation—and boiled it down to something simple and relatable for everyone: salt. This is precisely what a good marketer does: identify, distill and communicate a general topic in a reduced, often singular, form. From here, the value proposition is presented in a way that can be understood easily, resonates with the audience and can serve as a point of focus.
What would Gandhi do as a CMO?
As your CMO, Gandhi would likely prioritise empathy, truthfulness and customer satisfaction. The peaceful, heart-felt, and inclusive nature of Gandhi's rallies and negotiations can offer invaluable insights for tailoring marketing messaging.
Be Authentic: Just as Gandhi's life was his message, he would insist that your brand narrative should reflect your values and vision. Any disconnect between what you claim and deliver would be unacceptable.
Communicate with Transparency: In all messaging, he would promote transparency and honesty. Deceptive marketing tactics, misleading claims or superficial buzzwords would have no place in his strategy.
Practice Empathetic Marketing: Understanding and responding to the customer's needs, pain points, and aspirations would be the crux of his marketing strategy. He would prioritize customer experiences and satisfaction over mere sales numbers.
Promote Sustainability: Given Gandhi’s emphasis on sustainable living and respect for the environment, he would advocate for sustainable and ethical business practices. This would also resonate well with today’s environmentally-conscious consumers.
Create Meaningful Relationships: Gandhi believed in fostering deep connections. He would ensure your brand isn't just selling products or services, but building relationships with your audience, adding value to their lives.
Gandhi’s approach to the British rule was non-confrontational. He maintained a stance of civil disobedience that was firm, yet respectful. A similar approach can be adopted by brands, especially in an era of hyper-competitiveness. Instead of taking aggressive swipes at competitors, brands can respectfully acknowledge competition, while highlighting their individual value propositions.
Gandhi's negotiations with the British were rooted in understanding their perspective, even as he steadfastly articulated the demands of the Indian people. This approach can be mirrored in customer communication. Brands should always strive to understand customer needs, pain points, and preferences to create messages that resonate deeply with them.
Lastly, Gandhi used inclusive language, fostering a sense of unity among his followers. In marketing, inclusive language can make your audience feel valued, seen, and part of a larger community. This builds loyalty and trust with your brand.
Gandhi's principles have a unique resonance:
Promote Holistic Wellness: Gandhi believed in holistic wellness, both mental and physical, and a simple, balanced life. He would highlight the importance of overall wellness in all marketing messages, creating campaigns that educate customers on the value of integrating physical fitness, mental health, and balanced nutrition.
Advocate Non-harmfulness (Ahimsa): His belief in 'Ahimsa' or non-violence promoted non-harmful practices. This means advocating for products or services that cause no harm to the body, mind, or the environment. For example, if your business offers natural or eco-friendly products, Gandhi would emphasise communicating these benefits transparently to your audience.
Prioritize Empathetic Customer Interaction: Gandhi’s approach to communication was always rooted in understanding and empathy. He would ensure that your business truly grasps your customers' health goals and struggles, offering solutions that are personalized and caring, rather than a one-size-fits-all approach.
Champion Sustainable Lifestyle: Gandhi would use your brand's platform to send a powerful message. He would advocate living a balanced, sustainable lifestyle that respects both ourselves and the environment we live in.
So, as you contemplate your next marketing move, ask yourself: What would Gandhi do? Let his philosophy guide your marketing strategies, and you might find yourself not only achieving business success but also making a positive impact in your customers' lives and the world at large, just as he did during his time.
Thank you for taking the time to read this first episode! Keep an eye out for Episode 2.
As always, your constructive feedback is appreciated so do reply to this to let me know if you found this useful, if you didn’t and who else you would want to see in this series.
A small ask, if you find this interesting, then please re-post to your network and follow me on X @vitali_writes.
Until next time,
Chris
