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From ‘leaning to learn’ to ‘well you don’t have an iPhone’–Ethics in business and marketing

August 8, 2011

To begin with, I am no student of Business or Marketing so I have almost no idea of what I am writing stands in the established discourses of these subjects. However these are my reflections as an observer and a learner of how we are being, interacting and legitimizing ourselves and our actions [and shaping a public discourse or while being the subject of it].

I was thinking of, if I would come in to enterprising and if I would bring something into the field of education. What it would be, what idea would it entail. Something like ‘Leaning to Learn’ which is the tagline of ‘a Straight path’, was vainly and regularly clicking my head. That being actually vain though, not long ago was I working on the thought of holistic education, sound pedagogies and of course my mind seamlessly and comfortably was running into that direction. A branding/marketing in present context which would subtly entail these ideas and would as well be convenient to the concerns of the target class. However what was being central to me was the idea which was central in relation to thought on education and resultantly to life. Somehow the mind ran into how is branding done today and the spontaneous glimpses I could remember. And, “if you don’t have an iPhone, well, you don’t have an iPhone” catching my recent fascinations with the iPad, however going to versatilities like ‘kuch meetha ho jaaye’ for Cadbury and sundry likewise. However whaimaget is central is that the object itself is not central to the branding strategy, but rather the apparent marketing revolves around something else, to just sell the product, mostly a very graphic, catchy representation of something that is very basic and perhaps even irrelevant to the, what would be called sophistications in human creativity for design. Say, ‘Obey your thirst’ for Coca-Cola.

So where does it lead us? I find it potentially very problematic that the essence of human creativity and effort should revolve around the sundry, just anything and everything that can be grabbed to catch attention and/or bank balances. For the centrality of the idea of an enterprise not being governed by the learning or reflections of individual(s) as human beings but by creativity which can merely catch whims of people heralds something elementally, socially dangerous. This as in instance is not, but as an ethic plausibly is. And I through my random rumblings through the day stumbled upon multitude of such instances, deeply impacting and quite in relevance I think to our contemporary discourses on marketing and branding. Here is, ‘Rajita Chaudhuri’ who runs a blog ‘Business is marketing’ and she takes through how you can most definitely make a great brand and that this is at the essence of branding and marketing (Chaudhuri, 2011). What is at essence is technically; language, style, culture etc. and the understanding of all, in a way to help creatively capture the whims of people and product design for that matter to add to the same. Summarizing overarchingly, to be these at the epitome of human creativity; and thus ‘success’ finds a new definition, when not conventionally but academically and intellectually identified by its mere instance of economic success.

This may all sound to be very elemental to business practices, and Where I might be going with my strange, some kind of orthodox detour? But is it really necessarily elemental to business practices and something where creativity should find its erudite niche? For e.g. an iPhone or a sophisticated operating system is designed around multiple sophisticated lines of thought by its erudite designers, keeping central, productivity, comfort, convenience etc. and there is an ideological line to most, that is why perhaps windows would always be different than mac, and android than iOS, though all influence each another. Moreover is such empty marketing really socially benefiting in the long run, with unnecessary over production of the sundry, somehow tried to be pushed to consumption? Are the profit opportunities around ingenious, ideologically replete and plausibly socially benefiting ideas (production should mostly be benefiting, its symbolic of human activity)so done and non-existent that the sundry should be at the vitality of human creativity?

Again, to say, what is central is the ethic we form towards economic activities which is going to shape our socio-economic discourse and it is very essential the way we look at it. That said J J, the tagline for iPhone has changed from "If you don’t have an iPhone, well, you don’t have an iPhone" to something which tells the user of the features iPhone has and adds at the end, "just one more thing that makes an iPhone an iPhone" (Golson, 2011). But that said, the change is, I feel more needed. And ethic is at the root of human consequence.


Chaudhuri, R. (2011, June 16). Maine karoo to character dheela hai! Retrieved 08 08, 2011, from Business is marketing:

Golson, J. (2011, August 02). Apple Revises "What Makes An iPhone An iPhone" Ads. Retrieved August 08, 2011, from MacRumors:

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