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B. S. Raghavan

CONSIDERABLE corpus of writings exists on making brands of products, and even companies, but there has been scant attention paid to extending the process to human beings. Before we do so, we must be clear about the precise attributes that go to convert something that is commonplace into a brand. The foremost is the association with it of an unfailing degree of reliability in making good the promises made for its quality and usefulness. Second, it must have held the field long enough to be instantly recognisable for what it is. Third, the memories of its use should be pleasurable. Fourth, the attachment to it should be so strong that any occasional deficiencies or flaws, unless repeated, are overlooked and forgiven. Finally, it should have that special, unusual, undefinable something, unique to itself and commending itself to others.

It is possible for human beings to cultivate attributes which evoke in those coming into contact with them positive vibrations akin to a symphony. Famous and sought after authors, film artists and music groups are good examples. At one time, large sections of the people simply adored Ernst Hemingway, Marilyn Monroe and the Beatles.

In India, Bankim Chandra, Sarat Chandra, Prem Chand, Kalki, Jayakantan, to name just a few as examples to make the point, can be called human brands in literature. A writer knows he has arrived, when his name on his books is printed in bolder letters than the title of the book itself. M. G. Ramachandran too was a brand in his own right, and so were the Arcot Mudaliars at one time in Tamil Nadu.

Freedom struggle yielded a rich crop of brands such as Mahatma Gandhi, Jawaharlal Nehru, Sardar Patel, Rajaji, Satyamurti, Bhagat Singh and others. Satyamurti, in fact, was a fiery brand, whose very presence, before he spoke a word, infused extraordinary enthusiasm. We need not go farther than the Tatas, Birlas and Ambanis in quest of brands in industry and commerce. There are undoubtedly similar human brands in music, painting, and fine arts generating wild frenzy in their patrons. I would give full marks to STAR news for making brands of their newscasters, such as Prannoy Roy, Burqa Dutt and Rajdeep Sardesai by persistently building them up and giving them opportunities to show their talents.

Once a person becomes a brand, barring some terrible indiscretion, he has the whole world at his feet. He can do no wrong; if he is an author, even his laundry list will be lapped up for its creative incandescence; if he is a painter, a few dabs of paint is all that is needed for it to be looked upon as a masterpiece, and if he is a comedian, just his walking to the stage will elicit rounds of uproarious laughter.

Puzzlingly, however, there are many conspicuous achievers who never make it to the dominion of human brands. They are as brilliant and as impressive in whatever they are at, but still do not get to have stardust sprinkled on them. As the gloomy poet said, they are "born to blush unseen, and waste their fragrance on the desert air"!

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