Fatima Alimohamed
3 June 2009
opinion
Kampala — My late father, God bless his soul, always told me 'two things you must never argue or discuss; politics and religion.'
This statement has stuck through and many of you will agree.
However, today I chose to take the challenge and present most of the positive aspects of religion in order to prove that there are many positives that marketers can learn from.
All along, religion has been an ancient form of marketing, which with time has cemented the fact even further that religion works with the same principles as marketing.
Touching politics would probably be a time-waster considering it is always discussed openly daily, making no headway.
The question you may ask is: how is today's religion a form of marketing? Let me try with some simple proofs. Logos or shall we say brand marks? Almost all religion houses have logos to represent themselves or the religions they represent.
In one, it could be a dove, in the other, a leaf or palms, a three-edged sword, a crescent or monk. Religion presents to you what has been sent down explaining now and the life after with stories of heaven and hell. At the same time, a marketer tells you lovely stories of what a brand promises if you use it. Sounds familiar?
A brand offers touchable/visible and elusive benefits. For example, if you use X soap, you will see visible benefits of being fairer and invisible benefits of smelling nice, whilst religion offers visible benefits through having one community with activities and the invisible benefits of what happens after death.
Actually, at the rate we are going with the supposed sins, I wonder if it is going to be a benefit after death.
Remember the brand your mum used when you were young? Brings memories when you use the same, doesn't it?
Religion is generational, the ethos and concept is passed on from parents to children all with a long-term objective.
Likewise, brands are generational. What your mother used has an impact on what you use, achieving the marketers long-term objective. Nothing is ever done for a short-term gain, not even making money!
A person who believes in a religion is acceptable as it fits with the norm of the wider public, whilst in comparison, a woman carrying a Gucci bag would be deemed to fit in with the wider society of women. Belongingness is a key driver of why people buy a particular type of brand, so does being part of a religion, you feel you belong.
Hills see, walls hear' an apt analogy between marketing and religion.
In marketing, your competitor is always on the look-out to see and hear what competition is doing or what the consumer wants. After thorough research and development, a brand is created.
In religion, the omnipotent as we know is always watching us; seeing us and hearing us there after answering our prayers and giving us what we deserve.
If you still haven't seen the similarities between marketing tactics and religion, then how about a last proof to nail the coffin 'Word of mouth marketing' is known in the religious circles as 'spread the word'! Religion spreads the word through communication; in an open field, in the house of God or knocking at your doorstep.
In the same stride so does marketing; be it experiential in the field or through events or promotions at your doorstep. The word has been spread!
Recently, a friend spoke about feeling sick and rising from the ashes, and I responded instead of rising from the ashes, he should rise from the splinter within the ashes that have the spark, the light and the fire.
Likewise, we must raise the veil of religion phobia and see the positive side of religion and what we, as marketers, can learn.
Fatima Alimohamed is a marketing specialist
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