Skip to main content

Victor’s Justice

Romi Mahajan · President - KKM Group
KKM Group is an Advisory company focused solely on Strategy and Marketing in the Technology, Media, Agency, and Luxury Goods sectors.

At the edges of the Law is the notion of “Victor’s Justice,” that the victor in a war applies different rules to the behavior of his enemy than to himself. In the famous Nuremberg trials, the Allies exempted certain aspects of the bombing of civilians from being designated “War Crimes” because they themselves had indulged in this while prosecuting the War. Similarly on the other side of the Globe, in the Tokyo Tribunal, the dissenting judge Radhabinod Pal accused the Allies of applying Victor’s Justice by retroactively declaring certain activities of the Japanese Accused to be illegal.

Related to this is “Vae Victis” (To the Vanquished One, Woe), that the loser must face severe consequences including the post-facto abrogation of treaties and other agreements by the Victor.

Stripped of complex garb, these concepts are known well to people in the world of Business. In this world, a common situation is analogous to the dispensation after a war: the winner in a battle for market share gets to impose its rules on the less fortunate and the loser has to face dreaded consequences including bankruptcy.

But in matters of perception, Victor’s Justice plays out in an equally fundamental way. In Marketing, we see it all the time.
When a company does well in the market and makes a lot of money, we tend to think of its Marketing as high-quality; when a company loses in the economic game, we tend to think of its Marketing as poor. At the time, however, the Marketing artifacts are built, we aren’t able to make the same sort of definitive judgments because we think of good Marketing as that which has led to success, while success is determined after a period of time has elapsed. In other words, we have no pure way of judging Marketing as we might, for instance, be able to find a poem beautiful even before it has found success by way of publication or wide-dissemination.

We do this because we believe in Victor’s Justice despite its patent unfairness and the obvious tautological flaw- success implies successful marketing because successful marketing leads to success.

We apply our rules ex post facto and never form a corpus of “truth” to which we stick. That is why Marketers are themselves lambasted- because we also shift our ground.

When will we have the courage to stand up for the defeated, to be able to declare a piece of marketing that has not led to commercial success still a great piece of marketing?


Popular posts from this blog

Results of the Presidential Job Index Survey (week ending 7/1/2010)

Quick update on the results for the presidential job index survey for the week ending 7/1/2011. As a reminder this is a weekly survey that we conduct and we publish the results for the survey every Friday. To participate in this week's survey, please download the SurveySwipe application and take the survey.

Remember, you get points that you can redeem for various rewards when you take our surveys. We have already distributed several paid apps like Angry Birds for free.


Almost 900 respondents took the survey.
52% vs 53% last week of the respondents approve of the job that President Obama is doing.
Respondents included 28% Democrats (31% last week), 25% Republicans (22% last week), 24% independents (27%) last week and 2% with the Green Party (3% last week).

You can view the reports here or directly on your phone.

Top 5 Infographics of the Week: Cyber Security

Earlier this week, we experienced a power outage with our data center at Internap. During this short period of time, our customers were unable to access the site. Luckily, it didn't last long and we are back up and running now thanks to our dedicated support team that responded quickly and worked diligently.

Cyber security is, and always has been, a very important issue for us as we continue to grow and meet the demands of a technology-driven society. Nothing is more paramount than the safety of your valuable data. And apparently we weren't the only ones affected, as LinkedIn was experiencing difficulties on the same day and Internap had 3 massive outages earlier this year. Check out these infographics with stats on the importance of cyber security and the impact it can have on small-medium sized businesses.

Top 5 Infographics of the Week: Internet of Things

In 2008, the number of things connected to the internet exceeded the number of people on Earth. By 2050, we are expected to surpass 50 million different devices connected to the internet. And we're not just talking smartphones and tablets - we mean everything. Wearable tech, household appliances, smart homes, public transportation, hospitals and even cattle have all been using sensors to transmit data automatically. It is an exciting yet scary time to be alive. The various interactions between these different entities are opening up doors for more apps, more software and more auxiliary services. With so many "things" connected online, the possibilities for information exchange becoming wider everyday. Check out the top 5 infographics to learn more about the IoT.