Marketing men should learn from egyptians

I was sitting in a really boring long meeting last week, trying to keep myself awake when a thought crossed my mind: the pyramids are a brand that has survived for 4,500 years. What if the newest in a long line of pyramid brand managers got digging into the past to find reasons for the success and longevity of the brand? What would he find to inspire marketers today to build a brand that would last for the next 4,500 years?

The idea seemed interesting, so I started looking into the reasons why the pyramids have survived and remained popular for all this time. I found five principles that any brand manager can use even today to ensure that his brand endures the test of time.

The first of these is: The Enduring Power of a Big Idea and a Powerful Visual to Bring it to Life.

The big idea behind the pyramids was the pharaoh's quest for immortality. The ancient Egyptians believed that after death, the pharaoh's soul rose to the heavens on rays of light and traversed the horizon in a boat. This idea inspired an innovative architect called Imhothep to build the first pyramid at Saqqara, a structure that mimicked the rays of the sun falling on the earth and creating a pathway for the pharaoh to rise.

The idea of immortality was always powerful as a concept but when it was brought to life via a striking visual effect in the pyramid, it took on a whole new level and pyramid-building then continued for the next 300 odd years. What's more is that it continues to appeal to millions of tourists who flock to see them today.

Strong brands have long learned that a great marketing idea is enduring and it can be exploited over long periods of time without boring consumers. A strong marketing idea is (a) rooted in deep consumer understanding (b) addresses a fundamental need or barrier and (c) is timeless.

But a great idea is only in the mind of the marketer. It needs a great visual to bring it to life.

Let's take some examples: BMW - The Ultimate Driving Experience; GE - We Bring Good Things to Life, KFC - We Do Chicken Right; and Nokia - Connecting People.

All these examples had great visuals accompanying them, some very consistent and others evolving over time.

Great ideas and visuals don't come along every day and since they are deeply rooted in consumer insight are almost immune to boredom. Think about Volvo, which has been selling cars behind the idea of "safety" since it was founded in 1927.

If your idea is rooted in a strong consumer need or insight, it is ageless. As long as your execution remains contemporary, you can continue to excite consumers for a long time - as long as the pyramids.

This is the first of a three-part series on the connection between brand-building and the pyramids of Egypt.

Umesh Phadke, right, has worked with Procter & Gamble for the past 13 years and is currently based in Bangkok as country marketing manager.