As with everything else - Marketing needs remarkable levels of resilience - to "walk with kings, nor lose the common touch" and ready to deal with knaves focused on "twisting" the truth. For me - Kipling is personal and through this ramble - I tried to forge an broader association! A humble tribute to a timeless literary scripture that I intend incrementing with every opportunity. The first was at Welingkar Institute of Management - my deck from that session exactly a year ago. Here's to the "Marketeer" in each of us!

1. “If” Marketing!
Indusekhar V Chandrasekhar
Chief Marketing Officer – Jupiter Capital

3. “The Marketing department isn’t the whole company,
but the whole company better be Marketing department”

4. Life & Marketing
 Life is about “living it well”
Marketing is about “showing it well”
 In Life you “reap what you sow”
In Marketing “what you give is what you get”
 Life is “Fun”.
So is “Marketing”.

6. If you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you,
But make allowance for their doubting too;
Marketing gets the numbers. If the numbers fall it’s always marketing to blame.
It’s easy to break – but marketing needs to be like a cat – land on its legs every
time. Marketing finds solutions with its silver-bullet: “Creativity is Intelligence
having Fun”.

7. If you can wait and not be tired by waiting,
Or being lied about, don’t deal in lies,
Or being hated, don’t give way to hating,
And yet don’t look too good, nor talk too wise:
Marketing deadlines are always yesterday. But rewards can be an endless
tomorrow. Remember “a river cuts through rock, not because of it’s strength but
because of its perseverance”. Success without honor is worse than fraud.
Marketing is all about “Values” (Steve Jobs) It’s about positive aggression. A style
of Jujitsu. It’s high on empathy and does what it takes in Rome.

8. If you can dream—and not make dreams your master;
If you can think—and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same;
Marketing needs to reach for the stars yet stay on the ground. Block and tackle
while doing that mind-blowing scissor kick.
Marketing knows that everything good is only as good as what preceded it at the
moment. It understands the eternal cycle of light and darkness – quarter on
quarter… transaction on transaction.

9. If you can bear to hear the truth you’ve spoken
Twisted by knaves to make a trap for fools,
Or watch the things you gave your life to, broken,
And stoop and build ’em up with worn-out tools:
If you can make one heap of all your winnings
And risk it on one turn of pitch-and-toss,
And lose, and start again at your beginnings
And never breathe a word about your loss;
Marketing understands what lasts. It does what is right regardless of what
happens around. It stays on the course of virtue. And values “reputation” over
everything else.
Marketing knows that the bigger you are, the harder you fall. That things that
come to naught in moments. BCP thinking is ingrained. Never say die. It
demonstrates resilience and grace.

10. If you can force your heart and nerve and sinew
To serve your turn long after they are gone,
And so hold on when there is nothing in you
Except the Will which says to them: ‘Hold on!’
Marketing builds for posterity. Beyond short term and tactical numbers – it looks
at integrations and extensions.
Marketing believes in not yielding to temptation of short terms gains. It stays its
course.

11. If you can talk with crowds and keep your virtue,
Or walk with Kings—nor lose the common touch,
If neither foes nor loving friends can hurt you,
If all men count with you, but none too much;
Marketing intuitively understands that every ant matters. It segments, it relates,
it values.
Marketing is stoic.

12. If you can fill the unforgiving minute
With sixty seconds’ worth of distance run,
Yours is the Earth and everything that’s in it,
And—which is more—you’ll be a Man, my son!
Marketing is all about intensity. Every breath you take, every move you make –
needs to feed into you marketing mind.
Marketing gets it!

13. Marketing Timelessness!
In 2011, Google partnered with four global brands in an advertising experiment. The
goal was simple - how can the ideas that defined the advertising industry in its
infancy, inspire a whole new generation of creatives and marketers? We re-imagined
and remade their most iconic ad campaigns from the 1960's and 1970's with today's
technology, led by the creative legends who made these campaigns. See how Harvey
Gabor, original Art Director of Coca-Cola's "Hilltop" came out of retirement to once
again re-imagine his iconic ad in a film presented by Google.
http://www.coca-colacompany.com/stories/how-advertising-legend-harvey-gabor-
and-google-reimagined-cokes-hilltop-for-the-digital-age/
1971 2011

14. The Creative Process
4 tips about the creative process
by Bill Watterson:
1. You Have To Lose Yourself In Your Work
2. Create For Yourself
3. Make It Beautiful
4. Every Medium Has Power