Brand chakras

Mythili Chandrasekar

JWT India

Western brands that covet Eastern markets need to ditch conventional brand marketing and embrace Eastern psychology such as the Indian system of Chakras that combines physiology with spirituality

In 1993, Samuel Huntington, in his article 'The Clash of Civilisations?' for Foreign Affairs, proposed that: "At a superficial level, much of Western culture has indeed permeated the rest of the world. At a more basic level, however, Western concepts differ fundamentally from those prevalent in other civilisations. Western ideas of individualism, liberalism, constitutionalism, human rights, equality, liberty, the rule of law, democracy, free markets, the separation of church and state, often have little resonance in Islamic, Confucian, Japanese, Hindu, Buddhist or Orthodox cultures."

As the centre of gravity of markets shifts eastward, the time is right to question whether mindless application of Western methodologies of consumer and brand study in the East will suffice in the long run. As Carl Jung observed: "The West believes in doing, while the East believes in being."