Business likes to build brands that last. But not all brands last the distance or the time to stand firm in the consumers’ minds. It takes more than mere advertising and promotion to establish brands that live on forever, being looked upon fondly by generations together. Successful brands outlive the normal product lifecycle expected of products in a similar category, while they continue to provide high quality consumer service.
There are brands that were founded decades ago and still continue to rock the market – but it’s not that these brands were conceived with the intention of making them last for generations. The idea behind such brand building originally is to produce quality products and give it a tag that appeals to the target market. Consider the example of two of the most famous cartoon characters in human history. As you would have probably guessed, they are Tom and Jerry. Tom and Jerry cartoons are so powerful and all-pervasive that they still resonate among young minds as their favourite pals.
Tom and Jerry cartoon first came to light, showcasing the animated characters as rivals trying to outwit each other, seventy years ago, in February 1940. Since then, Tom and Jerry tales have been part of every child’s dream, tickling them with their funny anecdotes and hilarious crusades. And having been around as the most sought after entertainment brands for seven decades, they still create the same magic that they are used to creating. There are people who have grown up watching the cat fights between Tom and Jerry and there are kids who are just being introduced to the famous characters. And they appeal to people of all ages and make them forget their problems for a brief while that they are on screen.
Coming to think of it, Tom and Jerry haven’t tried to reinvent themselves to match the changing times. The brands haven’t tried hard to stay in tune with the electronic age, apart from the way they have adapted to being seen on the DVD and YouTube channel. But their core value has been around entertaining children and making people laugh. They have stuck to their knitting and have not diversified into unrelated territory. Tom chases Jerry and Jerry hits back – and the Tom and Jerry tales have been simple, extremely hilarious and have stayed focussed on the central theme. And they have consistently delivered value to consumers.
The secret behind marketing success is just that – to be focussed on value delivery and in making sure the brand management is tightly knit around its core. If products can achieve that and appeal to their target market the way Tom and Jerry have done, they would outlive the conventional limits imposed by product lifecycles.
Passion for Writing and Business; Post-graduation in Management; Some useful managerial experience and International Exposure; Belief in Risk-taking and in the spirit of the entrepreneur. That's me. 
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