Branding colors-from an All Black palette

In a rousing concluding battle waged on Sunday the 23rd of October; New Zealand finally won the Rugby World Cup, shrugging off the spirited challenge of a gallant French side.

A nation which had held its breath for twenty four long years, eventually heaved a sigh of relief. It was a truly magical moment, as rugby had returned to its spiritual home.

But in this triumph, sculpted by the sweat of brow and the strength of resolve, there lie lessons pertinent to an entirely different realm. And as brand managers across the world, grapple with issues like salience and differentiation; they might heed an informed source, when it comes to tackling just about anything that moves.

For The All Blacks (the name of the national rugby team of New Zealand), through their heritage and exploits, not just enliven the interest of the sporting fan; but for the observant eye and the keen mind, present some very compelling insights for the branding world as well.

The importance of a great launch

The All Blacks begin every match, by conducting one of the most fascinating rituals in all sport- 'the Hakka'. This is an ancient Maori war dance brought forward to great effect in present times. It is rendered with utmost passion and vigor; and leaves no stone unturned in terms of communicating to the other team, what they are likely to encounter on the pitch. Usually the opponents are beaten even before the match begins.

The great military strategist Sun Tzu once remarked, 'every battle is won, before it is fought'. And this certainly holds true for battles waged both on the sporting pitch, and in the marketplace. The importance of launching a new brand with vigor, pomp and purpose, is seen as something which swiftly establishes immediate credentials in the consumers mind.

The movie industry in India seems to have warmed up to this idea. The recent success of many blockbusters; can be directly attributable to the pre launch hysteria, which the marketing teams have managed to generate. Be it the world of celluloid or sport, no one can quite afford to wait till the intermission.

The spreading of the onus

The Rugby World Cups of 1995 and 1999; were graced by a colossus called Jonah Lomu, for many the greatest rugby player of all time. Lomu simply powered his way past opponents to score tries, with the regularity of a sub continental team appealing for a leg before decision. But Lomu's presence, tended to make the game of The All Blacks, rather lopsided. A facet exploited by astute opponents in crunch games during those World Cups. By contrast this All Blacks team was far more balanced, never entirely reliant on individuals. This came to the fore during the final; when they lost their key playmaker to injury, and their principal penalty taker, to a bad day at the office.

This analogy interestingly pans out in the media utilization of brands today. In an increasingly fragmented media scenario, the time of relying entirely on one media vehicle is long gone. The need to use the synergy of many touch points is a strident one. Because it is only when these diverse media avenues, come together in glorious synergy, are compelling brand impressions possible. Spreading the onus, is not just a smarter way to score tries at rugby, it is also an urgent requirement of every media strategy.

The turning around of a weakness

Historically The All Blacks have always been famed for their all out attacking approach. They are an unfettered flair unit, which play exciting rugby. But in this World Cup, especially over the grim semi final against Australia, and in the debilitating final against France, it was the often unsung defense of the All Blacks which ensured that they emerged victorious. The need to stand firm in the face of great pressure and protect leads, at points eschewing attacking options, was the one factor which ensured that this time, New Zealand would not be heartbroken.

The creation of the Marlboro cowboy icon, enabled Phillip Morris and Co, to radically reinvent the image of what was initially seen as a 'woman's cigarette'. When a brand turns around a perceived weakness, it not only pleasantly surprises the consumer, but also lays down the platform for further deepening the conversation.

The opportunity to learn from failure

New Zealand is very unforgiving, when it comes to losing at a Rugby World Cup. The coach is usually sacked. But in a landmark move of faith and persistence, Graham Henry was given a second chance, after the debacle of 2007. And he had the unique opportunity, of learning from his mistakes the last time around, when this World Cup was upon him.

The ability to learn from failure is an invaluable mindset, which every marketing and organizational team needs to develop. 3M was able to turn around a 'failed product' into the legendary Post-it brand. The learning from the Newton disaster, did inform many of Apple's later ventures. The brand team which fails at a particular challenge, is perhaps very close to success in the immediate future. The example of Graham Henry does prove that, giving a second chance to someone who has learnt from setbacks, can sometimes lead to extraordinary triumphs.

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As the euphoria of the All Blacks crosses the oceans, and begins to permeate the walls of offices in India; there is much more than rugby that their exploits are looking to inspire. For modern day businesses, could also do with a shot of adrenaline in their marketing and branding efforts; even if white collar workers aren't quite ready, to do 'The Hakka' in front of their customers just yet.