The Yawn Factor

It is that character or that distinct DNA in your brand that fuels the onlooker to possess it inadvertently(subconsciously) because some body else possesses it.

So what does that connote in the context of your brand ? My brothers in brand management are all the time pursuing to have it imbibed in the minds of it's relevant buyers.Lets say, to start with, the yawn factor in a brand is a function of a few things(as we go ahead lets try to see what else can we fit into the schem of things) in broad perspective.

a) the propensity of a brand to create it's own user-tribe
b) aspiration to acquire/possess/use it against its alternatives

c) the extent to which the users are ready to evangelise it

So if we plot our brand on any of the above parameters along the two/three axis we can assert and say that, higher they are in their planes, better will be their potential for a higher 'Yawn Factor."
We can actually try to do this in our day to day work as we evaluate our branding endevours.

Many a times we will often find ourselves caught in the situation where we realise that our brand already has its own user tribe. However the challenging task is to create reverbs within it!

Where it all started:

It all started one day when, on one of my rare unhurried days of driving to office, and with the sprightly mood that I was in , I suddenly transited to repetitive yawning only to realise that guy opposite to me(who I could see in his rear view), was the unholy instigator of this "yawning"act of mine to which I had very less control....the rest is all... that is there in this diary of mine...and for you guys to voice...and to all my friends in the "cat race"(where the cat either hits the mice or misses it) of marketing....Do write in your views to sujoy.sahu@gmail.com