Brand Chakras™
proposes the
application
of the chakra (Sanskrit
for wheels) theory to
brands, and establishes
that it can be used to:
Segment the population - study trends in
demographic target groups like
men/women/ teenagers, urban/
rural/small town, first time car
buyers/luxury brand buyers etc; explore
their attitudes and relationships with life -
their driving life themes;
Define, develop, study and track brands
and their driving life themes;
Segment and study target groups of
brands - users/non users/lapsed users etc
to then analyse and diagnose issues.
Study target groups’ relationships with
categories and brand payoffs;
Diagnose as well as offer prescriptive
measures.
Going beyond need states, archetypes
and brand personality frameworks, Brand
Chakras™ suggests that, as delineated in
Patanjali’s Yoga Sutras, driving life
themes and “playgrounds of desires”
arising out of levels of consciousness, can
be used as a brand planning and
development tool.
What is your brand's chakra reading
according to your core users or your
lapsed users? Is it what you want it to be?
What does your brand's heart say? Its
throat, its third eye?
What about your category target group?
What are their driving life themes? Which
chakra are they in? Are they balanced or
deficient or excessive? How can you
correct your brand's chakra - which
dimension should you strengthen or
lighten - to answer your target group's
needs best and play a better role in their
lives? What exactly should you do to your
communication codes? Are there life
themes that your brand is not satisfying
and therefore new product and portfolio
opportunities?
Brand Chakras™ is a single system of
analysis that can be applied to target
types, need states, brand equity, even
societal trends. A system of analysis that
could be used even to map a country as a
whole. Are power definitions and pleasure
points and love expressions changing?
Going further, how does the pursuit of
pleasure in India compare with the pursuit
of pleasure in China? If your brand is in
eight countries, how does the chakra
reading of your target group and brand
vary from market to market? How do
brands in different categories operate in a
particular chakra? How do people in
different chakra states connect with
brands?
Planning, India 