Look everywhere and anywhere around you. There is no escaping it.
Once that which was on the periphery has now engulfed us. It has invaded our minds, our lives, our passion and our profession. Every single thing that we care about in our life has been touched by high science, that went through a process of intense purification, only to leave us with an uniquely simplified version of its original form.Read More
"Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic."
Apparently being bombarded by brand clutter is not something new. The above excerpt is part of the essay written by Samuel Johnson published on January 20, 1759, for his magazine The Idler. Moving closer to our times, in 1988, NY Times reported that a typical consumer is deluged by 5000 brand messages a day which amounts to 2 million a year.Read More
As Seth Godin rightfully puts it, "The cost of inventing, prototyping, manufacturing and especially advertising a new thing, concept, service or organization is a tiny fraction of what it used to be. In some industries, you can do it for 1% of what it used to cost."
Las Vegas is many things to many people. For some, it is a desert mirage defining human prowess while defying nature, for others, it is an "uninhabitable city of complete uninhibition", and for the few some, "Vegas means comedy, tragedy, happiness and sadness all at the same time."
Whatever it may be, nothing speaks of the fun and folly of Vegas, as does one tag line: 'What Happens Here, Stays Here.' It is the most quoted, most talked about and most recognized ad campaign that made Vegas the destination city for the guiltless freedom to be anyone, do anything and feel anything.
Perhaps, that is the reason why CES has been historically very successful in Vegas. It gave the so called geeks and techies a reason to enjoy the fresh breeze of freedom with out the agony of accountability. Having said that, today, with the tempest of technology and digital media, CES is the place to be for companies of all shapes and sizes. It is the happening place... To do new things, to learn new things, to forge new partnership with new alliances.Read More
“The vast majority of us imagine ourselves as like literature people or math people. But the truth is that the massive processor known as the human brain is neither a literature organ or a math organ. It is both and more.”John Green
In the light of this wisdom, for me to start out on this venture is nothing short of arrogance. Yet, I do so, because, every piece of marketing that you carve out, and every design that you launch, can only be successful it it connects with the hearts and minds of the people that you are targeting. This is in my attempt to understand the most complicated piece of biology in the known universe in a very simple way.Read More
“The real problem of humanity is the following: we have paleolithic emotions; medieval institutions; and god-like technology. And it is terrifically dangerous, and it is now approaching a point of crisis overall.” E.O Wison
If you are in the B2B Business or in the B2C business here are two books that are must read for your survival. It will question your business strategy arm you expansive insights. Rebecca Costa in her book, The Watchman's Rattle: Thinking Our Way Out of Extinction, writes how ancient civilizations collapsed because they hit a cognitive limitation. Are we headed for a similar collapse? Can it be prevented?
Brain Solis, on the ther hand, explores the concept of "digital darwinism"– the evolution of consumer behavior when society and technology evolve faster than one’s ability to adapt. In his book, End of Business As Usual, he talks about the persistent pounding of technology, including social, mobile, and real time web. He says, brand executives have a hard time appreciating what needs to change because they don’t live their brand the way their customers do, and if they don’t live it they can’t understand why adapting to evolving audience expectations is so important.
Given that an average American attention span in 2013 was around 8 seconds long; it is no wonder that Instagram is one of the fastest growing social media platforms with over 200 million users. (source: Techcruch) Of course, beautiful filters contribute to much of its' success, but, you can also create stunning images and videos and share it across other social channels with the click of your finger (well not really, they just market it that way).Read More
Let's face it. It might be your brand but you no longer own it.
Brands today, are going through tectonic shifts. It is no longer defined by the constraints of the boardroom, all neatly packaged and rolled out as a fixed set of ideas. Sure, you might have a brand message. But that is not your market position. Your market position is what your customers feel about your brand. It is constantly being manipulated and motivated by the users of your brand. Your brand reality is challenged in every product, package, interaction, platform and architectural spaces. At every touch points you are now tasked to provide memorable moments that delights and deliberates. In his book, The Soft Edge, Rich Karlgaard, refers to the emotional connections as Taste. To achieve the right taste profile for your brand, Karlgaard says, “True taste kindles a products’ emotional touch points.”Read More