When marketing people goes to hell

I heard my friend once shouting that marketing is all about lies, about making bullshit and making things incorrectly seen by the audience. I also believe that all lies making us unworthy to go to heaven. So, is it hell that will be our destination?
First, before we go and discuss about the religion and any translations that you would get on the conclusion of the above topic, let us question our most inner heart and our conscience. Are we doing that? Are we full of lies and shit?
In my thoughts and believes about what this company in heading onto, I always have a line that was carried so much in my heart: I believe so much about branding and how it could create value to the product we sell. What we need to do is just to find a strong relevance from the product and turn it into a magnificent value.
I always believe that without a value, you don't have a brand. A product is just a product.
A cold physical nonsense, and you wouldn't like to buy a rolex worth of 30 mio rups then. It's nothing better than a 1 mio seiko.
Because the fact is both watches are the same shit. The same function and the same physical steel made, nothing more and nothing less.
But this world sees that differently. The nature of human that make it different.
People want to be different. People need to be different.
They will always find a way to make himself a different kind.
The special kind.
Some label it as rich, some as intellect, some as strong, some as pure, some as cool.
That is somebody's dream. Everybody has it. Everybody lives on it.
Without it nobody has a goal to grow to in everyday in their lives.
It's what a brand feeds into.
A brand is a dream that people want to be with.
The label that they put in their hands, the label that they want everybody else to judge them into, and the label that make them believe in life.
Well, that is a brand.
And by understanding that, please do one thing.
Analyse your product thoroughly about the one thing that could make the product has a relevance towards the needs of the consumer, on what could make them somebody.
The one thing could make it more than just a product.
It could turn it into a vivid dream.

Example: when we first sell The Pakubuwono Residence, we don't believe on selling an apartment. Instead, we are selling a perfect environment for life.
When I turned the axe positioning around, I believe I am not selling a deodorant, but a magnet to charm a woman.
When we service metro, deep in my mind I am not servicing a department store, I am serving a promotion oriented store, a fun store for women to browse.

It keeps the brand alive. It makes the brand breathe, and walk, and running.
So, look into the brand you are working now. Big or small. Start with a mind that focus into the consumer's need. And find the one thing that could make the product become a brand.
Do not lie.
I am not asking you to lie.
But find the symbolic relevance that all people are trying hard to find in the product to make it suitable in their life.
Something they will be proud to live with.
Something different.

Beginning a brainstorming

Usually a brainstorming a wild process, that consume hours of concentration, and a blind expectation towards where you might end.
You would not know and understand where the road of mind from the team will take you and usually you would just do what you can and pray that it is on the right track.
Hopefully the process of the review will end on some lime light of approval, at some point of the idea and you would say "sigh.. glad some things workout".. and if not it would be a big sigh...
Actually it wouldn't have to be that way.
Expectation is always mounted on the board, all the time.
Here, let me remind us all again: for whatever you are doing, big or small, get used to the habit of creating it as the biggest work of your life, and try to have the mentality of winning an award out of the job you are doing.
Again, big or small.
You used to walk, even blindfoldedly. You can do everything, if you have the habit of doing it.
So..
Always have a reference, a solid reference and a target, on each and everything that you do.
Before going into a brainstorming, dig up some references.
References such as: collection of award winning ads, the great competition ads, or some ads that make you thrilled and make you alive, because you want to do the ads.
Put it in your face.
Breath on it. Live on it. Dream on it.
If needed, make a poster on it, and stick it on the wall where you are brainstorming.
Remember: even a great idea would not be anything, when you are not nailing it right if you are not execute it correctly.
You are what you dream of and how strong you work on it.
You will be short, when you dream short, and work short.
So, pick up your mind.
Build your dream.
Have the most outrageous ideas and execution that might exercise your ability to create.
What is the use of your creativity when you are not exercising it and take a chance on how you would grow?