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Image courtesy of Gazala Vahanvati, Landor Associates.

My recent expeditions to the Andaman Islands in India to scuba dive led me to notice some interesting lessons brands should learn from this magical, magnificent world underwater:

1. The basic principles of branding: It’s a world of brands down there. Each type of fish could be a strong brand. They are differentiated in appearance, relevant to the circle of life, and display consistent brand behavior. Most importantly they learn how to live harmoniously, they partner intelligently to survive, stand strong in face of danger, and innovatively find their safe space within their surroundings.
   Has our brand found its innovative space in the ocean of competition?
2. The importance of experience: After a while for a diver (like a customer), when the excitement of the first few dives dies out (or the coffee from the menu), it remains not so much about the fish and life underwater as it does about the feeling of being suspended mid-water and being in full control of yourself. It's about the way this underwater environment makes you feel: weightless, graceful, invincible, which is what becomes addictive to the diver. 
   Is our environment that addictive to our customer?
3. The importance of being "green:" The first thing diving teaches us is to respect the ocean. We don’t throw anything in there that is not biodegradable. We learn to be gentle and not brash—we don’t throw our weight on the gentle coral or we may break it. Underwater, we get to enjoy the purest and most untouched life Mother Nature has created for us.
   Do our brands demonstrate respect to the world we live in? Can our brands act more responsibly to our Earth and to our own people?

 

I recommend this magic-carpet brand-enlightening experience. It’s a tough journey—but worth it. Any takers?