I've been using Blogger for a while now to air thoughts, opinions and news I gather about communication in general. It has been great, and I have a huge number of shy people reading my blog regularly. Yes, I'm saying shy because while the comments are few and far between, Statcounter tells me there are loads of people tuning in!
Now I also like the way wordpress looks, and the customisation it offers. So I'm actually going to publish my thoughts from both blogsites simultaneously. So you can read me like this, or like this.
Well however you may choose to patronise noshtradamus, I appreciate your visits. And hope I can keep giving you value for your time spent here.
Thanks and Regards,
noshtradamus
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Tuesday, October 31, 2006
Monday, October 30, 2006
50 Cent(s) worth of advice for communication pros!
What can marketing and communication professionals learn from hip hop / rap artists like 50 Cent, Eminem, LL Cool J, and Snoop Dogg?Well to begin, let's do a quick summary of what we know about rap and hip hop music:
1. The artists are aggressive, strong, and have hordes of die hard followers.
2. The music is powerful, addictive, and has hardcore followers.
3. The lyrics are single-minded, insightful, and hit the spot bang on with their followers.
Now take a parallel of good brands, companies and people.
Aren't they driven by strong leadership, have a powerful presence in their markets, are insightful about their consumers, single-minded in their messaging, addictive in consumption, and attract hordes of followers wherever they go?
While this holds true for most musicians and rock stars, why am I tuning in to these (er) gentlemen?
Well there's something about hip hop artists that makes them more powerful and addictive than most other types of musicians - especially when it comes to getting insights for brand building in the new world consumer order.
And by new world consumer order, I mean a consumer audience that lives life in the extremely fast lane, has extremely fleeting loyaltly (if it can be called that), is extremely demanding, and extremely difficult to define in conventional terms.
When you (attempt to) analyse hip hop, you'll find the aura is all in the body language, in the confidence, and in the stories these hip hop artists tell.
The stance, the eye contact, the hand movement, the baring of the teeth, the overall body movement akin to that of a modern day street fighter cum classical boxer - is all about an aggressive statement of individuality.
The oversize clothes, the overdose of overpowering jewellery, the overpimped wheels - are all about standing out and projecting stature.
The sexual under and overcurrents, the good 'good guy' and good 'bad guy' stories, the in-your-face uncensored language, the repetitive first person lyrics - are all insightful and typical of the new age consumer.
Trust me, or simply look around you, and tell me it's not true!
You'll also realise this trend/attraction/insight goes beyond the prime band of 18 to 28 year old male!
It encompasses the 13 year old girl who lives an Georgia, USA as well as the 15 year old in Gurgaon, India; The 37 year old DMF in Memphis, and the 37 year old BCG Consultant in Mumbai - they're all hooked onto a diet of Black Eyed Peas, live an LL Cool J life, and spend their millions on 50 Cent.
Think about it. Take a stance. Show me your finger. Or thankfully kiss my *ss for this wake up call! Because this is a part of the new world bro' and you gotta get jiggy widit - and if you can't rap the talk, you ain't gonna walk no walk!
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Friday, October 27, 2006
Happy To Be Stuck With You!
What is it that makes people stick to companies? What makes companies stick to each other? What makes countries friends with each other?
Different people will give different reasons and opinions. Some will point to money, similar goals, and common business interests. Another lot would even say language and religion.
As primitive as it may sound, but the latter is usually closer to the truth. Because more often than not, what brings and holds people, companies and even countries together is something broader, but more basic – culture.
While you may unanimously agree that cultures bring and hold people and countries together, you may not have looked at it from the organization perspective, would you?
I often hear people complain about their jobs, their bosses, even the industry within which they work. While the debate and angst may revolve around issues like ego, money, hours, whatever… the point I always say to them is:
1) “Forget these issues for the moment – do you feel that you and your boss/company/industry are culturally matched?
2) Do you have the same set of values and belief systems?
3) If you do have similar values, you should talk about these issues, fight for them, or even wait for them to blow over.
4) But if you find your values and culture do not match – get the hell out of there!”
It’s as simple as that – and this applies to Bosses, Companies, Clients, even Customers.
- How can an organized, polite person work under a chaotic, aggressive boss?
- How can people who believe in honesty and integrity work for companies that hussle and push people?
- How can hierarchy and process driven companies work with companies driven by chaos and lack of role definition?
It’s the basic funda of marketing – you pitch and connect with people with related interests.
The above are just examples of different values and cultures. You can choose any parameters that are really important to you, and then compare them with the parameters and values that are very important to your bosses, companies and clients.
So, now are you keeping your current job and client list? Or do we see a change in the near future?
Different people will give different reasons and opinions. Some will point to money, similar goals, and common business interests. Another lot would even say language and religion.
As primitive as it may sound, but the latter is usually closer to the truth. Because more often than not, what brings and holds people, companies and even countries together is something broader, but more basic – culture.
While you may unanimously agree that cultures bring and hold people and countries together, you may not have looked at it from the organization perspective, would you?
I often hear people complain about their jobs, their bosses, even the industry within which they work. While the debate and angst may revolve around issues like ego, money, hours, whatever… the point I always say to them is:
1) “Forget these issues for the moment – do you feel that you and your boss/company/industry are culturally matched?
2) Do you have the same set of values and belief systems?
3) If you do have similar values, you should talk about these issues, fight for them, or even wait for them to blow over.
4) But if you find your values and culture do not match – get the hell out of there!”
It’s as simple as that – and this applies to Bosses, Companies, Clients, even Customers.
- How can an organized, polite person work under a chaotic, aggressive boss?
- How can people who believe in honesty and integrity work for companies that hussle and push people?
- How can hierarchy and process driven companies work with companies driven by chaos and lack of role definition?
It’s the basic funda of marketing – you pitch and connect with people with related interests.
The above are just examples of different values and cultures. You can choose any parameters that are really important to you, and then compare them with the parameters and values that are very important to your bosses, companies and clients.
So, now are you keeping your current job and client list? Or do we see a change in the near future?
Next Practices - Bottom Up!
Before the ICCO Global Summit 2006, many people were looking forward to Yann Risz speak about “Next Practices” (see link)… And many women were looking forward to meeting Yann Risz in person (see accompanying pic)…While the women weren’t disappointed by Yann, some people were confused by his session.
I am not going to get into the what the women liked, but I would like to comment on the Session.
Most people got carried away by the title of the Session and the theme of the Summit, and were perhaps looking for fireworks in terms of new tools and technologies from Yann.
But if only those who complained had read the synopsis of Yann’s session, they would have realized that he delivered what he promised – which is a killer opportunity in its own right, however “unglamorous” it may look and sound.
Yann Risz talked of ‘bottom of the pyramid’ consumers (which many “elitist” brands/agencies pooh-paah), and how companies can address and alleviate their social and economic issues, while creating relevant business opportunities for themselves.
Unfortunately, the Q and A session got waylaid by self righteous and so called “politically correct” questions like “oh how can you take advantage of economically disadvantaged people” – while the questioners completely missed the point that these companies were creating mutual wealth, and attempting to raise the basic standard of living at the bottom of the pyramid.
I doubt anyone can question the motives of Yann’s first example - ITCs e-choupal and the positive change it has brought to the landscape of rural India. And while I personally believe his other example, ICICI Bank, is stretching itself thin when providing low cost, low value finance across the country, and will have a tough time sustaining this promise in the long run. Where’s the profit in that!?
As Jairam Ramesh, Minister of State for Commerce, Government of India pointed out later in the Summit – “while countries like India and China will certainly become global economic super powers in the macro sense, the per capita income will still be very low, with the average citizen still struggling to make two ends meet.”
And as Yann pointed out – this ‘average bottom of the pyramid citizen’ is going to be a huge chunk of consumer; a very large audience which we will also have to address – if we’re to survive and thrive, in the next generation economy.
Learning from "The Grand Master"
“To begin, let me tell you how happy I am, to be here with you all in New Delhi… In fact, at my age, I am happy to be anywhere at all!” began Harold Burson, the 80-something Founder and Chairman of Burson-Marsteller.And with these opening remarks, he not only disarmed and connected beautifully with an audience of senior people used to holding centre stage themselves. CEOs, but reminded us all at the ICCO Global Summit why he’s called the ‘Father of Public Relations”.
But listening to him speak that morning, and remembering things he said over dinner one evening before the Summit (yes I had the honor, and am indulging in blatant name-dropping) I would rather call him the ‘Grand Master’ of Public Relations – as ‘Father’ has rather benign connotations.
Here is a man who’s not just been on top of his craft for decades, but one who has had insights and vision, of understanding and depth, to take his industry of previously called (and often maligned today as) spin doctors, to a highly respected position of corporate reputation and strategic advisors.
Yet, what he said at the Summit, was nothing new or mind blowing – but simple and deep. I won’t elaborate, but simply crystallize what he said. You think about it.
1. PR is an Applied Social Science
2. PR professionals have to play an advisory role in policy making and business
3. PR is about crystallizing public opinion
4. PR professionals need to constantly educate themselves, test themselves
5. Proper research public opinion/decision making is important
6. You can’t talk the talk, if you can’t walk the walk
7. PR professionals need to educate the clients as to how the business works, and how much goes into it – to get them to appreciate and value remuneration
8. Do good, and get credit for it
9. PR firms need to think about and manage their own reputations and public image.
10. PR firms need to have a good relationship with their clients, where they add value by providing a broad, independent perspective on not only corporate reputation, but the overall business as well.
To know more about the man, and get insights on what's on his mind, visit Harold Burson's blog here.
To get a proper PR professional's perspective on the session, click here.
Wednesday, October 18, 2006
What's someone like you, doing in a place like this?
Reading my previous post on the ICCO Global Summit a lot of people asked 'what on earth was I doing at a Summit for PR professionals??' I mean, I am a student of economics, with a hardcore advertising and marketing background, and I'm now making a living out of strategic design and new media consultancy... where does this PR jamboree fit in??
While I think even the organisers of the Summit underestimated the potential of something like this, and hence only targetted (and got) PR folks to attend the Summit.
However, if you look at the agenda you'll notice it had far more to offer than what you'd expect from conventional public relations. And not living and operating out of any specific industry silo, I was quick to spot the learning opportunity!
You see as boundaries between advertising agencies, pr firms and marketing consultants begin to blur and even compete with each other (an they should, if they want to retain their jobs and premium remunerations) it becomes all the more important to know what 'the other side' is thinking.
The name full form of ICCO (International Communications Consultancy Organisation) alone should have got other folks interested. I mean aren't all the above mentioned (ad, pr & mktg) people communication consultants really?
Next practices... the changing face of the consumer and the changing face of communication... the internet... opportunities in India and China... talent, measurement... aren't they relevant to anyone who's in the communication business?
If your answer is 'no' - buddy, you better have a fat bank balance on your side, or an alternate career path as a pan handler all mapped out - because you're certainly going to need it, sooner or later.
If your answer is 'yes they are relevant', but missed this opportunity, just stick around - and let noshtradamus guide you through the learnings in the next couple of weeks!
While I think even the organisers of the Summit underestimated the potential of something like this, and hence only targetted (and got) PR folks to attend the Summit.
However, if you look at the agenda you'll notice it had far more to offer than what you'd expect from conventional public relations. And not living and operating out of any specific industry silo, I was quick to spot the learning opportunity!
You see as boundaries between advertising agencies, pr firms and marketing consultants begin to blur and even compete with each other (an they should, if they want to retain their jobs and premium remunerations) it becomes all the more important to know what 'the other side' is thinking.
The name full form of ICCO (International Communications Consultancy Organisation) alone should have got other folks interested. I mean aren't all the above mentioned (ad, pr & mktg) people communication consultants really?
Next practices... the changing face of the consumer and the changing face of communication... the internet... opportunities in India and China... talent, measurement... aren't they relevant to anyone who's in the communication business?
If your answer is 'no' - buddy, you better have a fat bank balance on your side, or an alternate career path as a pan handler all mapped out - because you're certainly going to need it, sooner or later.
If your answer is 'yes they are relevant', but missed this opportunity, just stick around - and let noshtradamus guide you through the learnings in the next couple of weeks!
Tuesday, October 17, 2006
Comsuming Online "Ban"ter
What's with many governments and authorities, and their constant threats and attempts to ban free speech online? The stated reason is always "national interest".
Of course, the usual public outcry and debate is about what really constitutes national interest - the interests of those who power the nation, or those who actually make up the nation?
The fact remains that such bans have never really helped nations improve security, or even stop terrorist or communal forces from doing their evil (in India, we're a target of both).
All these bans do, are drive the rot below the surface, to rear its ugly head in the most unexpected places.
The only people that actually get stopped are the innocent bystanders on the digital highway, who have nothing to do with terror, but become a victim to arbitrary authoritarian actions like bans.
Instead why not let the 'so called offenders' stay in public view, ranting and raving about what they think is right and wrong? Why not let them continue their 'offences' in the belief that they're invincible or whatever?
What they will do is expose themselves, give us an idea of who's saying what, and help intelligence and police forces watch out for signals of an impending trouble...
Look at the United States of America, for example. They probably have the greatest record of free speech and expression in the world. Their people can say or do things in the context of their government and national symbols, which would get me arrested in many countries, if I even mention them here!
But the US intelligence system I believe monitors and tracks these 'posts' and 'trends' - playing the wait and watch game, more often than not nipping any trouble in the bud, before it can bloom.
It is one of the most important lessons for warfare - "Know your enemy".
Is that so hard to digest?
Of course, the usual public outcry and debate is about what really constitutes national interest - the interests of those who power the nation, or those who actually make up the nation?
The fact remains that such bans have never really helped nations improve security, or even stop terrorist or communal forces from doing their evil (in India, we're a target of both).
All these bans do, are drive the rot below the surface, to rear its ugly head in the most unexpected places.
The only people that actually get stopped are the innocent bystanders on the digital highway, who have nothing to do with terror, but become a victim to arbitrary authoritarian actions like bans.
Instead why not let the 'so called offenders' stay in public view, ranting and raving about what they think is right and wrong? Why not let them continue their 'offences' in the belief that they're invincible or whatever?
What they will do is expose themselves, give us an idea of who's saying what, and help intelligence and police forces watch out for signals of an impending trouble...
Look at the United States of America, for example. They probably have the greatest record of free speech and expression in the world. Their people can say or do things in the context of their government and national symbols, which would get me arrested in many countries, if I even mention them here!
But the US intelligence system I believe monitors and tracks these 'posts' and 'trends' - playing the wait and watch game, more often than not nipping any trouble in the bud, before it can bloom.
It is one of the most important lessons for warfare - "Know your enemy".
Is that so hard to digest?
Friday, October 13, 2006
What were they drinking??
I've never really commented in public, but I've always believed alcohol advertising - oops! make that bottled drinking water and sundry accessories advertising - in India is completely asinine!
Most of the time the user is shown as some jerky, fast paced, stupidly grinning bloke doing completely insensitive, childish and pretentious things (all at the same time). This is done under the garb of a 'supposed feeling induced by the consumption of the product' and being something that 'men will identify with'.
Yeah right.
Actually I don't blame them, I think these ideas usually are 'sparked' using the age old advertising technique of 'product interrogation'. And when you're so involved in interrogating 'playing cards and bottled water' what else can you expect anyone to come up with!??!
I see very few brands, which maintain some sense of self respect and communication, most of them need to wake up with a strong cup of coffee!
What sparked this rant of mine?
Well I was driving my 3 year old to school with his car pool friends, and suddenly they all erupted in excitement pointing out of the window - "look! look! a joker! see how funny he is!" I looked up and saw this billboard of some dude in a Roman Helmet pompously grinning at us, along with a pretentious headline for good company.
"I also seen him on TV" said my son excitedly "he's so funny, na daddy!?"
You're right son, you're right! If only more people were as perceptive as you and your kindergarten buddies!
Most of the time the user is shown as some jerky, fast paced, stupidly grinning bloke doing completely insensitive, childish and pretentious things (all at the same time). This is done under the garb of a 'supposed feeling induced by the consumption of the product' and being something that 'men will identify with'.
Yeah right.
Actually I don't blame them, I think these ideas usually are 'sparked' using the age old advertising technique of 'product interrogation'. And when you're so involved in interrogating 'playing cards and bottled water' what else can you expect anyone to come up with!??!
I see very few brands, which maintain some sense of self respect and communication, most of them need to wake up with a strong cup of coffee!
What sparked this rant of mine?
Well I was driving my 3 year old to school with his car pool friends, and suddenly they all erupted in excitement pointing out of the window - "look! look! a joker! see how funny he is!" I looked up and saw this billboard of some dude in a Roman Helmet pompously grinning at us, along with a pretentious headline for good company.
"I also seen him on TV" said my son excitedly "he's so funny, na daddy!?"
You're right son, you're right! If only more people were as perceptive as you and your kindergarten buddies!
Thursday, October 12, 2006
Forget Best Practices, Think Next Practices!
Next Practices - How cool a phrase is that! Well the first time I heard it, it was in the context of ICCO - the International Communications Consultancy Organisation, and the theme for the ICCO Global Summit 2006.
That was early this year… the Summit is now concluded… and all the speakers and delegates have gone home.
In the mean time I not only got involved with creating communication for the Summit (full disclosure here) I also attended it as a paying Delegate.
But whatever I say here is purely from the perspective of someone who paid good money to get something in return. Here’s what I got.
Next Practices – yup! I discovered what they’re all about. And I also learnt a lot about next markets, next consumers, and next opportunities – but not necessarily from the speakers.
Well like all conferences I’ve attended, some speakers were brilliant, and some were complete boors! Some made a lot of people see sense, and some made a lot of people snore.
Allow me to elaborate:
If you are a person like me with your ear to the ground, and a finger on the pulse of consumers and media – there were few surprises at the Summit.
But then, not everyone is like me, so I saw plenty of jaws drop and heads shake in awe at the insights and perspectives that were shared.
The ones who stood out (even for me) among the lot of speakers were: Harold Burson, Louis Capozzi, Paul Taaffe, Aedhmar Hynes, Jairam Ramesh, Esther Dyson, and Christopher Graves.
The ones I wanted to hear some more were: Paul Holmes, Tarun Das, Bill Rylance, Doug Hauger and Jean-Leopold Schuybroek.
The ones who had something potent to share, but didn't get due justice were: Yann Risz and Advait Kurlekar (I'll explain how and why in subsequent posts).
The top prize for sheer attitude and energy would be shared between: Christopher Graves, Simon Quarendon, and TN Ninan.
Among the extra curricular sessions: I’d say the most mind opening session was the one with Jamling Norgay!
The second day was better than the first, even though every session on the first day ended bang on time… hey hang on a bit..! That’s why the second day was better – the first day so cut and dried on time, it became boring, and there was hardly any interaction! It’s on the second day when the process took a beating, and everyone asked questions, that the Summit actually became more enjoyable!!
Overall, I’d say the Summit was a success, not just in terms of attendance, but also in terms of learning.
While Simon Quarendon dished out some amazing stats in his vote of thanks to prove the attendance bit, my following posts will give you a session-by-session run down on the learning at ICCO Global Summit 2006!
Stay tuned… Next Practices & Co… Coming up… next!
That was early this year… the Summit is now concluded… and all the speakers and delegates have gone home.
In the mean time I not only got involved with creating communication for the Summit (full disclosure here) I also attended it as a paying Delegate.
But whatever I say here is purely from the perspective of someone who paid good money to get something in return. Here’s what I got.
Next Practices – yup! I discovered what they’re all about. And I also learnt a lot about next markets, next consumers, and next opportunities – but not necessarily from the speakers.
Well like all conferences I’ve attended, some speakers were brilliant, and some were complete boors! Some made a lot of people see sense, and some made a lot of people snore.
Allow me to elaborate:
If you are a person like me with your ear to the ground, and a finger on the pulse of consumers and media – there were few surprises at the Summit.
But then, not everyone is like me, so I saw plenty of jaws drop and heads shake in awe at the insights and perspectives that were shared.
The ones who stood out (even for me) among the lot of speakers were: Harold Burson, Louis Capozzi, Paul Taaffe, Aedhmar Hynes, Jairam Ramesh, Esther Dyson, and Christopher Graves.
The ones I wanted to hear some more were: Paul Holmes, Tarun Das, Bill Rylance, Doug Hauger and Jean-Leopold Schuybroek.
The ones who had something potent to share, but didn't get due justice were: Yann Risz and Advait Kurlekar (I'll explain how and why in subsequent posts).
The top prize for sheer attitude and energy would be shared between: Christopher Graves, Simon Quarendon, and TN Ninan.
Among the extra curricular sessions: I’d say the most mind opening session was the one with Jamling Norgay!
The second day was better than the first, even though every session on the first day ended bang on time… hey hang on a bit..! That’s why the second day was better – the first day so cut and dried on time, it became boring, and there was hardly any interaction! It’s on the second day when the process took a beating, and everyone asked questions, that the Summit actually became more enjoyable!!
Overall, I’d say the Summit was a success, not just in terms of attendance, but also in terms of learning.
While Simon Quarendon dished out some amazing stats in his vote of thanks to prove the attendance bit, my following posts will give you a session-by-session run down on the learning at ICCO Global Summit 2006!
Stay tuned… Next Practices & Co… Coming up… next!
Tuesday, October 03, 2006
Back to the Future!
Hi y'all! It's odd really, when someone who keeps talking about the future disappears like he's become history. It's just that I've been so busy helping companies get updated with new media, my own blog got really backdated!
But now I'm back, with promises of sharing a whole lot of stargazing I've done in the past few months. Plus I've got a whole lot of news to share with you about trends and technologies I've discovered along the way.
Simply, it's back to the future for me and my blog!
Thanks for tuning in!
But now I'm back, with promises of sharing a whole lot of stargazing I've done in the past few months. Plus I've got a whole lot of news to share with you about trends and technologies I've discovered along the way.
Simply, it's back to the future for me and my blog!
Thanks for tuning in!
Tuesday, December 13, 2005
Mass Market? What Mass Market?
McDonald’s, perhaps what we would call the ultimate [popular] mass brand, used to spend two-thirds of its U.S. advertising budget on television. Last year, it cut television spends down to one-third of its budget.
In 2003, Coke President Steven J Heyer announced that it was moving away from television as the ‘main anchor medium’ to more ‘experience based, access driven marketing’.
Even P & G is globally becoming very picky when it comes to mass channel advertising, and is targeting its consumers more finely.
India is different… Or is it?
What do the changing global consumer habits mean for us in India? Well with due apologies to Rudyard Kipling – east is no longer east, and west is no longer west, because technology is fast making the twain meet. And even in India ‘buying big’ has to make way for ‘buying smart’.
Media buyers who spend big bucks on mass channels are more often than not wasting money. And that’s also because most result-pressured marketers demand reach and efficiencies which look good on paper.
The fact is you don’t need a sledgehammer to swat a fly. And the sooner we operate keeping that in mind, the better off will we all be.
The fact is consumers are no longer predictable, reading the morning newspaper at work, and sitting in front of their television sets at prime time, waiting to consume your ‘bloodily negotiated deals’, and bonus spots. Today, they consume information and entertainment in more ways than the average media planner can imagine.
Catching them young
If we are becoming a predominantly youth filled country, our forty plus media bosses definitely need to think young.
The internet itself – an obsession with this youthful India - has various diversions and media opportunities – from your browser, to instant messenger windows, download accelerators, to search engines… the list is exhaustive.
Then there is the latent potential of hidden persuaders like web-logs and chat rooms. And of course events and ideas like the traditional web-casts and fresh-off-the-left-brain podcasts which make web content portable and consumer focused like never before.
Advertising savvy, or sloppy?
Not surprisingly, traditional advertising agencies are feeling the heat from clients. Few have the ability to spot new age trends, until they have passed them by! Because quite simply many advertising agencies are still using tools and techniques devised by their grandfathers, and research methodology that tracks what is, not what will be or what can be.
I remember, when trying to get the budget of a TVC approved by a client, he got hassled and said “don’t try to sell me an ad. I have a series of problems here – pricing, distribution, negative word of mouth, you name it. And all you can think of is a TVC!?? - I wish you people came up with 360 degree solutions, instead of using up all my money to shoot abroad!”
We cribbed and went back, only to return with some POS items, a DM and an event theme as “solutions to his over-whelming problems!” The project needless to say, never got off the ground!
Commissioning Change
The fact is, most advertising agencies in India are not easily adapting to the new India. And this has nothing to do with technology - but everything to do with ‘mindsets’, and something to do with budgets!
Advertising agencies have accept that the new consumer is not easy as a ‘two or three media components budget’. They have to be willing to take the risk of trying something new and untested in our country. They have to be willing to take a lesser commission or no commission to help Clients adopt these new ideas.
Because if you don’t take the lead, someone else surely will. And in the long run, they’ll be reaping a mass of profits.
In 2003, Coke President Steven J Heyer announced that it was moving away from television as the ‘main anchor medium’ to more ‘experience based, access driven marketing’.
Even P & G is globally becoming very picky when it comes to mass channel advertising, and is targeting its consumers more finely.
India is different… Or is it?
What do the changing global consumer habits mean for us in India? Well with due apologies to Rudyard Kipling – east is no longer east, and west is no longer west, because technology is fast making the twain meet. And even in India ‘buying big’ has to make way for ‘buying smart’.
Media buyers who spend big bucks on mass channels are more often than not wasting money. And that’s also because most result-pressured marketers demand reach and efficiencies which look good on paper.
The fact is you don’t need a sledgehammer to swat a fly. And the sooner we operate keeping that in mind, the better off will we all be.
The fact is consumers are no longer predictable, reading the morning newspaper at work, and sitting in front of their television sets at prime time, waiting to consume your ‘bloodily negotiated deals’, and bonus spots. Today, they consume information and entertainment in more ways than the average media planner can imagine.
Catching them young
If we are becoming a predominantly youth filled country, our forty plus media bosses definitely need to think young.
The internet itself – an obsession with this youthful India - has various diversions and media opportunities – from your browser, to instant messenger windows, download accelerators, to search engines… the list is exhaustive.
Then there is the latent potential of hidden persuaders like web-logs and chat rooms. And of course events and ideas like the traditional web-casts and fresh-off-the-left-brain podcasts which make web content portable and consumer focused like never before.
Advertising savvy, or sloppy?
Not surprisingly, traditional advertising agencies are feeling the heat from clients. Few have the ability to spot new age trends, until they have passed them by! Because quite simply many advertising agencies are still using tools and techniques devised by their grandfathers, and research methodology that tracks what is, not what will be or what can be.
I remember, when trying to get the budget of a TVC approved by a client, he got hassled and said “don’t try to sell me an ad. I have a series of problems here – pricing, distribution, negative word of mouth, you name it. And all you can think of is a TVC!?? - I wish you people came up with 360 degree solutions, instead of using up all my money to shoot abroad!”
We cribbed and went back, only to return with some POS items, a DM and an event theme as “solutions to his over-whelming problems!” The project needless to say, never got off the ground!
Commissioning Change
The fact is, most advertising agencies in India are not easily adapting to the new India. And this has nothing to do with technology - but everything to do with ‘mindsets’, and something to do with budgets!
Advertising agencies have accept that the new consumer is not easy as a ‘two or three media components budget’. They have to be willing to take the risk of trying something new and untested in our country. They have to be willing to take a lesser commission or no commission to help Clients adopt these new ideas.
Because if you don’t take the lead, someone else surely will. And in the long run, they’ll be reaping a mass of profits.
Monday, December 05, 2005
The 1st "B" of Marketing
The 4 Ps of Marketing now have a companion - B for Blogs - the next big thing for Marketers worldwide.
Blogs [Web Logs] as per their original definition and intent are simply rants and raves of regular people, published online at the click of a button.
For Bloggers there are no censors, no major payments, and no hassles to deal with. All you need is access to the internet!
Blogs are flooding the internet at the rate of approximately 80,000 new Blogs being added every day, with about 1.3 million new posts being published in the same period worldwide.
Estimates suggest that US workforce alone will spend the equivalent of 551,000 man years readiBlogsogs in the year 2005 [hours a day multiplied by number of readers].
In the sub continent, conservative estimates put the number of Indian Bloggers to be approximately 100,000 with students and under 30s contributing a large part to this number.
For Marketers worldwide, Blogs are a great place to absorb consumer mood and opinion, a great medium to advertise, and are also a great way to make public your own [brand or company] opinion in a very informal, interactive manner.
The key thing to remember here is that the popularity or power of Bloggers depends on the reputation of Blogger or the credibility and likeability the man or woman who publishes BlogBlog.
Good Bloggers become mini celebrities in their own right, with loyal readers or other Bloggers who form a virtual group of their own - complimenting or cursing everything from products, services, schools of thought, systems, societies, governments, people, celebrities - you name it, they have an opinion on it.
The public opinion generated by Bloggers has influenced companies to recall products, governments to change laws, even get top executives to quit their jobs!
So if you are a marketer always saying consumer is king, log into the Blogosphere. You'll be surprised what consumers think of you, your product category, and life in general. Also get professional help, and if you like publish your own Blog! You will be amazed with what it can do for you!
Some Blogs I like [To find out why they're great marketing opportunities, write to me]:
AdRants
Vespaway
Cre8ive Ignition
PostSecret
Small Agency Diary
Blogs [Web Logs] as per their original definition and intent are simply rants and raves of regular people, published online at the click of a button.
For Bloggers there are no censors, no major payments, and no hassles to deal with. All you need is access to the internet!
Blogs are flooding the internet at the rate of approximately 80,000 new Blogs being added every day, with about 1.3 million new posts being published in the same period worldwide.
Estimates suggest that US workforce alone will spend the equivalent of 551,000 man years readiBlogsogs in the year 2005 [hours a day multiplied by number of readers].
In the sub continent, conservative estimates put the number of Indian Bloggers to be approximately 100,000 with students and under 30s contributing a large part to this number.
For Marketers worldwide, Blogs are a great place to absorb consumer mood and opinion, a great medium to advertise, and are also a great way to make public your own [brand or company] opinion in a very informal, interactive manner.
The key thing to remember here is that the popularity or power of Bloggers depends on the reputation of Blogger or the credibility and likeability the man or woman who publishes BlogBlog.
Good Bloggers become mini celebrities in their own right, with loyal readers or other Bloggers who form a virtual group of their own - complimenting or cursing everything from products, services, schools of thought, systems, societies, governments, people, celebrities - you name it, they have an opinion on it.
The public opinion generated by Bloggers has influenced companies to recall products, governments to change laws, even get top executives to quit their jobs!
So if you are a marketer always saying consumer is king, log into the Blogosphere. You'll be surprised what consumers think of you, your product category, and life in general. Also get professional help, and if you like publish your own Blog! You will be amazed with what it can do for you!
Some Blogs I like [To find out why they're great marketing opportunities, write to me]:
AdRants
Vespaway
Cre8ive Ignition
PostSecret
Small Agency Diary
Saturday, December 03, 2005
So, How you doin' ?!
It's perhaps one of the most redundant question we're asked every day... wherein the person who asks will perhaps get surprised, if you answer the question - truthfully, that is!
My question is, how many of us actually ask ourselves this question? And how many of us can actually answer ourselves truthfully?
Highs, Lows, Delights, Frustrations, Loves, Lusts, Hates, Truths, Untruths... they all add up to, or subtract from your balance sheet of life, defining your current state of mind and the way you approach the future.
The above also defines the way you will interact with people you come across in your life every day. And it will define their perception of you - at work and at play.
The fact is, who you are and what you do - in other words, "your reality" is entirely in your hands to nourish, nurture and project.
The first step of course is an unbiased self assessment - and if that's tough, talk to people who you trust - to be honest.
Does this sound strange to you, doing a 'personality' or 'life' audit? Why?? Don't we do it all the time at work? Don't we ask questions about our Company and our Brands? Don't we use this knowledge to our advantage - building on the positives, and working on the negatives?
We're no different. We are Brands ourselves. And if we look at ourselves objectively, life ahead will be much simpler. We'll not only be able to add value to our own existence by exploiting our positives, and filling in our need gaps, we'll also find great joy and satisfaction in adding value to the lives of those around us.
To tell you how seriously I take this, check out an audit of my own life. Courtesy of the internet of course!!
My question is, how many of us actually ask ourselves this question? And how many of us can actually answer ourselves truthfully?
Highs, Lows, Delights, Frustrations, Loves, Lusts, Hates, Truths, Untruths... they all add up to, or subtract from your balance sheet of life, defining your current state of mind and the way you approach the future.
The above also defines the way you will interact with people you come across in your life every day. And it will define their perception of you - at work and at play.
The fact is, who you are and what you do - in other words, "your reality" is entirely in your hands to nourish, nurture and project.
The first step of course is an unbiased self assessment - and if that's tough, talk to people who you trust - to be honest.
Does this sound strange to you, doing a 'personality' or 'life' audit? Why?? Don't we do it all the time at work? Don't we ask questions about our Company and our Brands? Don't we use this knowledge to our advantage - building on the positives, and working on the negatives?
We're no different. We are Brands ourselves. And if we look at ourselves objectively, life ahead will be much simpler. We'll not only be able to add value to our own existence by exploiting our positives, and filling in our need gaps, we'll also find great joy and satisfaction in adding value to the lives of those around us.
To tell you how seriously I take this, check out an audit of my own life. Courtesy of the internet of course!!
| This Is My Life, Rated | |
| Life: |  9.5 |
| Mind: |  8.9 |
| Body: | 8.6 |
| Spirit: | 8.8 |
| Friends/Family: |  6.5 |
| Love: | 10 |
| Finance: | 9.1 |
| Take the Rate My Life Quiz | |
Friday, December 02, 2005
Hare Today, Turtle Tomorrow?
No you haven't read this story of the Hare and the Tortoise before. No it's not the 'new management school' version you've also read. This is my take on Mr. Hare & Mr. Tortoise [no male chauvinism intended, I assure you!].
But before I begin let me point out that we all know about the original author Aesop. But who is the author of the 'new' version? When I first saw it, it was attributed to a Professor in some American sounding University. When the dazzle of the first read died down, I did a Google search of both the Prof and the University - and surprise, surprise, neither showed up!!
But before I begin let me point out that we all know about the original author Aesop. But who is the author of the 'new' version? When I first saw it, it was attributed to a Professor in some American sounding University. When the dazzle of the first read died down, I did a Google search of both the Prof and the University - and surprise, surprise, neither showed up!!
Then as I searched afresh with keywords of the story, dozens of results turned up with the story published on many sites - from schools, colleges, HR consultants, including a variation of the story from Kerala!. Read some examples here or here.
Now, times as they are, unless someone points me to the original authors, I will think the original story was outsourced from India, and the author or authors will remain anonymous!
Now for my story:
The Hare and The Tortoise - The Reality Series!
We are all awestruck by the simplicity of “Fast and Consistent versus Slow and Steady” and the way two little animals can show us how to run large corporations!
But is it all so simple? Let's stargaze a bit...
Having practised all the variations and versions of the race, The Hare and the Tortoise decided to turn it into a profession, and make money out of it!
They set up “The Great Hare & Tortoise Company”
On the first day in their new company, both Directors landed up at the starting line eager as beavers to race.
“Now relax and watch me fly at my Fast and Consistent best” said one.
“Hey! I am Fast and Consistent, I go first!” corrected the other “You are Slow and Steady…”
Cries of “No I am!” and “No I am!!” filled the morning as the two argued about who was whom. And the race was abandoned.
New Learning One: Speed, Consistency, and other such values are subjective. One man’s Hare, is another man’s Tortoise – and vice versa.
New Learning Two: Being in power, often makes you forget who you are, and what you are actually capable of doing!
New Learning Three: Two or more people cannot be expected to do the same job. Focus is lost, and chaos is found.
But the story doesn’t end there.
Now, being good corporate citizens, the two decided to do market research to find out "who they really were."
These are the reactions they got from consumers:
Consumer One: "You are neither Hare nor Tortoise. You are a Hyena – Others do the running and killing after which you stand around and pretend that you were “Fast and Consistent”.
Consumer One: "You are neither Hare nor Tortoise. You are a Hyena – Others do the running and killing after which you stand around and pretend that you were “Fast and Consistent”.
Consumer Two: "You are a Lazy Cow – You lie around all day chewing the cud, while your mental shell leaves you unmoved to the happenings around you. Therefore others think you are “Slow and Steady"
Consumer Three: "You are a Mountain Goat – You keep banging your head into others, until they agree with whatever you say you are."
New Learning Four: Not everyone or everything is what it seems.
New Learning Four: Not everyone or everything is what it seems.
New Learning Five: Scratch below the surface of labels, and look for results – irrespective of whether done fast or slow. Results are remembered, not styles.
But that is not the end of the story.
Hearing all the commotion in the Jungle, a Lion landed up at the meeting. The noise had disturbed the Lion, and the debate sounded very silly to him.
So with a mighty roar, the Lion ate up the Hare, the Tortoise, all those present. And he took over the Company.
Moral of the Story:
Winning is not about speed, consistency or a combination of the two – it’s about Leadership with vision, ability and passion.
Every race will have its Hares and Tortoises. A good leader recognises them and uses them to his and the company’s benefit.
Youth v/s Experience - What gets the creative juices flowing?
There was an interesting debate in the Times of India sometime back, about whether creativity flourishes best during youth, or with experience?
The Times View was that genius thrives at an advanced age, with examples of how Isaac Newton, Da Vinci, Beethoven and Archimedes were all over forty years old when their ‘Eureka moment’ happened.
But in a counter view by Himani Dalmia, she put forth the fact that Einstein, Picasso and Mozart were toddlers in comparison when hitting the ‘Big E’ moment. She supported the theory with facts like kids use 80% of their creative potential at age 5, but this drops to 2% [which is also the average usage of an adult brain] by age 12!
You want to know what I think? And how this debate relates to advertising agencies in India? Read about it here >>
The Times View was that genius thrives at an advanced age, with examples of how Isaac Newton, Da Vinci, Beethoven and Archimedes were all over forty years old when their ‘Eureka moment’ happened.
But in a counter view by Himani Dalmia, she put forth the fact that Einstein, Picasso and Mozart were toddlers in comparison when hitting the ‘Big E’ moment. She supported the theory with facts like kids use 80% of their creative potential at age 5, but this drops to 2% [which is also the average usage of an adult brain] by age 12!
You want to know what I think? And how this debate relates to advertising agencies in India? Read about it here >>
Friday, November 18, 2005
A Twisted Cue
Another book review? Yep! Prompted by a literary discussion I attended yesterday at India Habitat Centre where Roshan Seth, Sabina Mehta Jaitly, Partha Chatterjee and Dr. Vijay Sharma discussed A Twisted Cue by Rohit Handa [Published by Ravi Dayal].
Unlike most fiction novels which I finish in about 4-5 days, I took over a month to finish this book. I had what you call in automotive language "starting trouble" and I was tempted to leave the book unfinished, when it suddenly occured to me this is no ordinary fiction novel to cruise through.
It was rather a docu-philosophy-biography of the lives and times before I was born [1968]. It was literature as Roshan Seth put it aptly "thick like condensed milk".
While most of the people at this discussion empathised with the narrative, for me it was an eye opener to the people and days of my father's times - including the much misunderstood Anglos in particular!
It gave me an interesting perspective to the thinking of all the parties involved in the Indo-Pak conflict way back then - from the Indian political parties, to the Americans, the British and the soldiers facing each other in the bunkers on both sides of the LoC.
Plus if you scratch below the surface, you will come up with an analysis of the reasons behind the apathy that envelopes Indians in general, putting into perspective a lot of what's happening in our society today.
I liked the book. Check it out... but be prepared to spend a lot of "open mind" time on it!
Unlike most fiction novels which I finish in about 4-5 days, I took over a month to finish this book. I had what you call in automotive language "starting trouble" and I was tempted to leave the book unfinished, when it suddenly occured to me this is no ordinary fiction novel to cruise through.
It was rather a docu-philosophy-biography of the lives and times before I was born [1968]. It was literature as Roshan Seth put it aptly "thick like condensed milk".
While most of the people at this discussion empathised with the narrative, for me it was an eye opener to the people and days of my father's times - including the much misunderstood Anglos in particular!
It gave me an interesting perspective to the thinking of all the parties involved in the Indo-Pak conflict way back then - from the Indian political parties, to the Americans, the British and the soldiers facing each other in the bunkers on both sides of the LoC.
Plus if you scratch below the surface, you will come up with an analysis of the reasons behind the apathy that envelopes Indians in general, putting into perspective a lot of what's happening in our society today.
I liked the book. Check it out... but be prepared to spend a lot of "open mind" time on it!
Dive into something new!
People ask me what I'm doing nowadays... since I left my job as country head of creative, in an advertising agency. Well the answer is "I'm swimming in a Blue Ocean"! I am creating communication products and services no one else offers today.
A major influence in this career shift has been this amazing book "Blue Ocean Strategy" by W Chan Kim and Renee' Mauborgne, published by Harvard Business School Press.
In a fascinating read, Kim and Mauborgne encourage us to go beyond bloody red oceans of existing markets, to create uncontested market space and make the competition irrelevant.
While the authors agree the thinking is not new, they stake claim to the evocative new marketing term "Blue Ocean Strategy".
The book doesn't just hypothesize, but illustrates examples that have worked across categories - from watches, computers, and even a circus! And it is a great DIY guide for those "madventurous" enough to explore Blue Oceans :)
Thought I'd share info about this book with you.
A major influence in this career shift has been this amazing book "Blue Ocean Strategy" by W Chan Kim and Renee' Mauborgne, published by Harvard Business School Press.
In a fascinating read, Kim and Mauborgne encourage us to go beyond bloody red oceans of existing markets, to create uncontested market space and make the competition irrelevant.
While the authors agree the thinking is not new, they stake claim to the evocative new marketing term "Blue Ocean Strategy".
The book doesn't just hypothesize, but illustrates examples that have worked across categories - from watches, computers, and even a circus! And it is a great DIY guide for those "madventurous" enough to explore Blue Oceans :)
Thought I'd share info about this book with you.
Friday, November 04, 2005
Digital Road Rage
You think it, you write it. You like it, you announce it. You don’t like it, you trash it. And with the worldwide web on your side, the whole world can see it.
In times where world-wide audiences are available at the press of a computer button, are we putting our minds where our mouth is?
I’m speaking of off-the-cuff posts in blogs and even regular websites all over the world, where spontaneity holds sway over sensibility.
While conventional publishing puts the responsibility of putting presumably well thought out news and views in a few hands, publishing on the worldwide web is open source. Yours to do as you please.
Quite like driving on Delhi’s roads, where rules are damned, and decency is trashed. If you don’t like the way someone drives, you show him the finger. You don’t like his reaction to your finger, show him the hospital.
Many bloggers seem to be driving the same path – armed with what I call Digital Road Rage. Surf around you, and you’ll find more rants than raves and more angst than thanks.
Get personal, get unprofessional, and even hack away at your opponent in some cases. “All’s fair in blogs at war” seems to be the mantra. With no apologies due when my karma runs over your dogma.
My two bits of advice [three actually], learnt from navigating the streets of Delhi:
> Fight the rage, nurture the raves. Whether you’re a large organization or an individual, think before you upload. What you say, is going to drive the perception of you – positive or negative.
> The world is watching, and it has the same weapons as you do, maybe with more time and more friends.
> There’s nothing sillier, or uglier than two people battling it out in public – on the road, or on the internet.
Now I’d like to end by saying “thank you for reading my Blog all you nice people. Have a nice day!”
Friday, October 28, 2005
Rantin' n Raving All Night Long!
So what’s blogging all about?? Simply put, it’s all your rants and all your raves, published online for the world to see (or so you imagine!).
I remember a time when I crafted and re-crafted my thoughts and words a gazillion times, before sentencing them to hell at the hands of some publisher/editor/ogre.
But right now, these words are appearing as quickly as they’re appearing in my mind!
I can stimulate your mind by sharing profound thoughts and perceptive observations on everyday things and never heard of subjects (I think we should have 28 hour days)
I can entertain you by telling you how I feel (hungry, happy, ho***).
I can influence you to buy something, or not buy something (I love Pepsi advertising, but I love drinking Coke).
I can stir up a debate on any subject, and I can get governments to look at me (hey, you seen the nuclear submarine at ******** harbor using Google Earth!?)
I can tell you what I’m wearing (just jeans, but don’t worry I’m saving the sleaze for another blog).
And I can bore you to death with keyboard clatter worse than the lines you just read.
That’s the power of blogging! Keep watching this space folks, because this is just the beginning!
I remember a time when I crafted and re-crafted my thoughts and words a gazillion times, before sentencing them to hell at the hands of some publisher/editor/ogre.
But right now, these words are appearing as quickly as they’re appearing in my mind!
I can stimulate your mind by sharing profound thoughts and perceptive observations on everyday things and never heard of subjects (I think we should have 28 hour days)
I can entertain you by telling you how I feel (hungry, happy, ho***).
I can influence you to buy something, or not buy something (I love Pepsi advertising, but I love drinking Coke).
I can stir up a debate on any subject, and I can get governments to look at me (hey, you seen the nuclear submarine at ******** harbor using Google Earth!?)
I can tell you what I’m wearing (just jeans, but don’t worry I’m saving the sleaze for another blog).
And I can bore you to death with keyboard clatter worse than the lines you just read.
That’s the power of blogging! Keep watching this space folks, because this is just the beginning!
Thursday, October 27, 2005
Doing it finally
You can read about it. You can talk about it. You can even recommend it to friends and family. But it all means nothing, if you haven't done it yourself.
I'm talking about blogging. And I'm talking about it on my very own blog - Cheers!
Now having put that initial excitement online, I've got to think about what I'm going to publish next, and hopefully not before long!
Thanks for dropping by, and see you later.
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