A marketing expert couples Kama Sutra romantic love with modern business practices to create an unusual plan for brand success.
With 35 years of experience as founder and CEO of the largest marketing research institute in Israel, Levy has found that while women hold much of the household purchasing power, they often bring “emotionality” to their shopping and use the word “love” to describe how they feel about their favorite products. Levy suggests that marketers can take emotional branding to a deeper level—by using Vatsyayana’s ancient Hindu text, the Kama Sutra, as a touchstone for effective gender marketing. The first part of this clearly written guide generally explains the Kama Sutra’s philosophies involving male/female relationships; contrary to popular belief, it’s not all about sexual positions. The second part melds Kama Sutra analogies with advertising. For example, the author suggests that the relationship between a business and its customers can be likened to a courtship and marriage—beginning with a “wooing” process by the business and continuing after the customer makes a purchase. Levy depicts marketing as an art, rather than a science; like the act of opening and drinking a fine bottle of wine, the wooing process should seduce the customer via more than one of the senses; for example, a brand logo that is both colorful and scented can make a strong, lasting impression on a consumer, he writes. Levy writes that businesses can also seduce other companies’ customers with “courtesans”—female marketers who speak highly of the brand to other women via blogs or chat rooms. Women using technology to sell products to other women is sound marketing strategy, but Levy realizes that the Kama Sutra’s language, and concepts such as the harem, may be offensive to some modern women; Levy suggests that instead of the term “harem,” marketers use “Brand Sisterhood” to refer to a group of like-minded women, free to take or leave a brand as they please. Hands-on exercises are provided at the end of each chapter, and the book’s appendix contains a list of the Kama Sutra’s 64 arts of love—such as tattooing and gardening—which can be used for sensory-marketing ideas.
An intriguing business manual with an offbeat marketing message.