War, Love and Marketing is how I have summarized the concept that I will elaborate shortly. Ghalib has done the same through a shair. HAM NAE MAA-NAA KEH TAGAFUL NA KARO GAE LIKIN KHAK HO JA-AIN GAE TUM KO KHABAR HONAE TAK TAGAFUL comes from GAFLAT and GAFIL and it means ’to ignore’. So the shair goes on to say that I know you will not ignore me and my presence but before you ever find out how much I love you I will have turned to dust. Now a marketer faces the same problem when he wants to market his product to his customers. He has something to sell and the customers might not really know how good the product is. There is value in it for both parties. But the marketer doesn’t have the luxury of turning to dust – neither does a serious romantic I would think. So what does a marketer do? A marketer has to launch his product in the midst of other big players and if he does so in a half baked way he won’t survive. It is very much like a war for the marketer. When Rexona launched their de...