The TM brand

One thing that is interesting about TM is the branding component. Buddhism and other traditions that include meditation do not try to use marketing like TMO has, to build a brand to help create the impression that their techniques were special, unique and valuable.

A principle of modern business is that there is almost nothing that competitors can't duplicate. The TMO went to some lengths to try to keep the teaching techniques secret. But the internet came along and enough information is now available so it is relatively easy to figure out how to teach TM without teacher training. So what is left? The brand. No one in the United States can call the meditation technique they teach "TM" or "Transcendental Mediation" unless the TMO gives them permission because TM and Transcendental Mediation are registered service marks. The TMO has spent years creating a strong brand identity. MMY's picture appears everyone, often in the same form, much like a logo. Even the price for the techniques is a component of branding, with higher prices creating the perception of value. Little things, like the golden colors in promotional material are part of the brand.

An interesting article on religion and branding is here: http://archives.subscribermail.com/msg/ADAN56FB8861.htm#3 The author talks about how branding has taken many of its lessons from the world of religion, with the following as the 10 commandments of branding:

1. A sense of belonging
2. A clear vision
3. Power from the enemy
4. Authenticity
5. Consistency
6. Perfection
7. Symbols
8. Mystery
9. Rituals
10. Sensory appeal

The author said that he did not wish to imply that religion has learned anything from branding. However, MMY certainly did a superb job of learning about branding, creating a powerful combination.

In the late 60s and the 70s, what came to mind when hearing the words Transcendental Mediation? Relaxing. Scientifically supported. Secular. Easy.

But the brand has gradually changed over the years. Was it intentional on the TMOs part? The brands are no longer limited to the simple technique marketed to everyone in the US. Instead, the price for TM went way up and the branded products became odder and thus did not necessarily reflect the old TM brand that called to mind "Relaxing. Scientifically supported. Secular. Easy."

The Maharshi Foundation and other affiliated entities have a number of United States trademarks and service marks for a variety of goods and services, including:

ACCADEMIA MAHARISHI SATHYANANDA
REJUVENATION FOR LADIES
MAHARISHI STHAPATYA VEDA
MAHARISHI UNIVERSITY OF MANAGEMENT
VITAL MAN
OSTEO RELIEF
VITAL LADY
RAAM RAJ PRODUCTION
MAHARISHI HONEY
MAHARISHI AYURVEDA
MAHARISHI AYURVEDA
MAHARISHI
GRACEFUL TRANSITION
FERTILITY PLUS
DRY THROAT FORMULA
CONGESTIVE THROAT FORMULA
MAHARISHI YAGYA AYURVEDA FOR KIDS
MY VAIDYA VEDA AROMA
JOYFUL BABY ORGANICS
MAHARISHI VEDIC
INTELLIGENCE PLUS
YOGIC FLYING
MAHARISHI VEDIC
INTELLIGENCE PLUS
MAHARISHI VEDIC FARMS
VEDIC AROMA
GLOBAL GOOD NEWS
STRESS FREE TEINT JEUNE
MOTHER DIVINE RASAYANA AMRIT
YOUTHFUL SKIN
ACI-BALANCE
SLUMBER TIME
OSTEO RELIEF
SMOOTH CYCLE
SELF-REFERRAL BEAUTY
TOTAL HEALTH
ALLER SKIN
ALLER-BREATHE
ALLER-GI
FLEXCELYOUTHFUL SKIN
ELIM-TOX
REGEN
M-SPA
CHOLESTEROL PROTECTION
PROSTATE PROTECTION
BE TRIM
WORRY FREE
HEALTH & WHOLENESS
MAHARISHI VEDA LAND
THROAT EASE
MAHARISHI AMRIT KALASH
WORRY FREE
REJUVENATION FOR MEN
BLISSFUL JOY
BP BALANCE
JOINT SOOTHE I
ALLER-TABS
GLUCOSTAT
GENITRAC
RAJA'S CUP
SNIFFLE FREE
JOINT SOOTHE
FLU SEASON DEFENSE
FATIGUE FREE
STUDY POWER
BLISSFUL SLEEP
YOUTHFUL MIND
MIDLIFE FOR WOMEN I
MIDLIFE FOR WOMEN II
RADIANT SKIN
BE TRIM
MAHARISHI SCHOOL OF THE AGE OF ENLIGHTENMENT
MIND PLUS
HERBAL CLEANSE
MAHARISHI STHAPATYA VED
PITTA
KAPHA
GANDHARVA VEDA MUSIC
MAHARISHI AYURVEDA
VATA
TM-SIDHI
SCIENCE OF CREATIVE INTELLIGENCE
TRANSCENDENTAL MEDITATION
TM
MAHARISHI

It is fun to see the description of the goods or services for the various marks. (You can search at www.uspto.gov). For example, Yogic Flying services are described as: Education services, namely, providing programs, courses and seminars in the field of personal growth, development and relaxation.

So what do the TMO brands convey today? Is it still a brand where people think "secular and scientifically supported"? Do the auyervedic products, the architecture, etc. detract from the main brand? I think that they probably do.

I also think that the branding has a negative effect on the scientific community, with Haglin et al making over- hyped claims on what the research has "proven. "

It is hard to build a brand but it is easy to destroy a brand.