Is SAD the new HAPPY in Advertising?

Let’s begin with the obvious. It’s an always on world. While being perennially and technologically connected, geography being history and all of that, at no time have humans been so socially disconnected in the real sense.The need (and significantly unmet) desire for human bonding has never been greater. Nuclear existence has stoked the potential that is kinetic in humans. There is a clamour to reach out and brands are bending over backwards to suit the new found relish for the pathos.
It’s a given that sad news travels fast. But, advertising that stokes emotions( or SADvertising as it is being called these days) that strikes a strong emotional piano chord and opens up the tear ducts, travels fast, wide and deep. Empathy meets exponential sharing, opens up a floodgate of brand conversations,triggers otherwise hard to come by response, sustains brand dialogue and keeps all stakeholders be it brand owners, ad agencies or end users, happy (ironic as it may sound!).
Why the sadness?
It is said that sad emotional content has the capacity to make people feel more emotionally connected to one another, especially powerful in our detached digital world. This sad connectedness makes people more likely to take an action such as sharing content, donating money, or buying a product.
Communicating sadness can create behavioral change
Scientifically speaking, when we hear interesting stories, specifically stories that make us feel distress or empathy, our brain produces two chemicals: cortisol, which links with our sense of distress and helps us focus our attention on something, and oxytocin, which is associated with our sense of empathy. When these two chemicals are triggered, studies show that people are more likely to give money to a cause related to the story they’ve heard.
In short, the study reveals that it is possible for a story to change a person’s behaviour by changing their brain chemistry. What does this mean for brands? Sad stories have the potential to move people to make a purchase. This is why we’ll likely see more of these sad ads in the future.
We have moved on from an era of media scarcity to an era of attention
scarcity. Getting people’s attention is what we’re trying to do, and I
think that meaning, something that people can relate to on a very
visceral level, is what drives a lot of the decisions we make when we’re
talking about things. Hyper competition has forced brands to not only
assure customers a good product or service but make it very relatable
and more meaningful than any other good product.
Over time brands have realised that the consumer culture has evolved
and people are more reflective and mindful of their lives. There is a
constant search for deeper layers of meaning once you have all the
things you need and most of the things you don’t need but desire. The
ad industry of the last decade was mean, cynical and celebrated
bitterness. Those were the days when brands wanted to be Sexy,
Swaggering or Sweeping. That showed up in most of the work that was
put up. Don’t blame them as it seemed to work for all concerned. But,
then after a while, people got sick of it and when a voice and tone which
conveyed exactly the opposite stuck in, the positive reaction was
overwhelming.
Lets list a few of the work from yesteryears where brands have stirred up a flood of emotions all over the world and that includes P&G and its commercial released around the Olympics(https://www.youtube.com/watch?v=sUg6s-uIp1w), Honda’s Project Drive In(https://www.youtube.com/watch?v=_kRU9Au-fhk), Coca Cola Life in Argentina(https://www.youtube.com/watch?v=xPb1t3jU3sI), Nestle Good Life commercial in India(https://www.youtube.com/watch?v=syZju6ui394), Google’s Dear Sophie(https://www.youtube.com/watch?v=kcHV_Dv9tlo), Dove’s Beauty Patch(https://www.youtube.com/watch?v=XpaOjMXyJGk), John Lewis(https://www.youtube.com/watch?v=r9D-uvKih_k), Budweiser’s Puppy Love(https://www.youtube.com/watch?v=7p_3lITiK_Q), the charming tale of a canine equine romance or Expedia’s commercial(https://www.youtube.com/watch?v=-CzSeFHrSfM) about same sex marriage where the father fights his prejudice etc.
The flip side of this (which is worrying) is that it has become a trend. The
word ‘ emotional ‘ is now become the most over used word in client
agency briefs. If you are used to agencies creating a trend which should
ideally be the case(rather than following one), its time to take stock. We
just might be at a tipping point on this one. But, till such time, it sinks in,
it’s cry, cry, cry till you succeed for brands and agencies.
Go, grab your tissues!
ENDS
https://www.groupisd.com/story
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https://www.weeklileaks.com

Same Circus, New Monkeys!

The world is going digital at a frenzied clip. It’s gone from being the flavour of the season to being the only reason for brand marketers and CMOs. In this sordid vortex of elation and over glorification with digital being heralded as the manna from heaven, the campaign hits are paraded for the world to see. There is hardly any mention of the innumerable misses that get lost in the wilderness.

Take a look at the average CMO tenure- it’s not going anywhere beyond 18-24 months(with some exceptions of course). If it’s a hit parade through and through on all campaigns, would this be the threshold duration?

So the next time you have a fire and hire issue for a CMO, please do remember what your new CMO will say:-

It doesn’t matter what the problem is..the answer will be:

  • we need to get more digital
  • we need to get more younger

You have a crappy product:

  • we need to get more digital
  • we need to get more younger

You have no discernible strategy:

  • we need to get more digital
  • we need to get more younger

Your advertising is a stupid pile of shit:

  • we need to get more digital
  • we need to get more younger

Your stores are filthy, your people are morons:

  • we need to get more digital
  • we need to get more younger

If you are looking for a marketing job, repeat after me:

  • we need to get more digital
  • we need to get more younger

It seems to be the universal marketing strategy that will get you get employed by any dumb ass organisation. Never mind that you will last only 18 months. Or 24 at best. There is always another sucker(dumb ass organisation I mean) around the corner. That needs your ‘ keen insights ‘.

Agreed we are now in an era where the 4Ps of marketing has seen a shift to personalisation, privacy, permissions & performance- fully respect the merits of these. But it sure does not offer a license to overlook fundamentals like product quality, your advertising content, the customer experience you deliver, the human resources you have and the market insights that drive your R&D. Ideally, could the true CMO combine the traditional 4Ps with the new age 4Ps? What a potent combination that would be!

There is already talk in some organisations around the world about making the CMO position redundant. So, let’s not do our bit to accelerate the demise.

Digitelly yours!

www.groupisd.com/story

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The future of advertising: a sneak peek!

The Future of Advertising: A Sneak Peek!

What could/should “advertising” look like in 2020 and beyond? What should we do now for that future?

Some questions that crowd our every day artery. Restless consumers and fast changing technology are creating unheralded disruption. Advertising has always been a combination of art and science. Technology is now becoming a third variable. Advertisers “have to get all three of these things right”. They have to be three good.

There are Un Ignorable Forces of Change. Throwing Unabated Challenges to the status quo. But having said that, once recognised, respected and responded right, they offer Unprecedented Upside Potential for the Future. Lets examine them below:-

Exponential Advances in Science & Tech: With IOT, AI, Machine Learning etc, we now have a deeper real time understanding of things, people, situations. Bringing along with it an outsized and unprecedented responsibility for what we do with that knowledge.

Empowered & Skeptical “Consumers” : Wanting Customerization & Personalization (make it mine), seeking Choice(Give me tools to make better decisions), expecting Competitive Value (Give me more for my money), searching for Communities( Let me be a part of it), across multiple Channels (I want to call, click and visit). Individuals with lives, aspirations, challenges, family, communities. They want to be worthy of respect and you need to earn their trust.

Media Disruption & Redefinition : One way has become Two Way, Static is now Dynamic, Stationary is now Mobile, Passive is now Sensing, One-Dimension is now Immersive, Visual has turned Multi sensory. There exists Unprecedented Platform Design Capabilities for delivering Exceptional Contextualised Experiences.

Culture, Society & Our World : Straddling many a Divide across Health, Income, Digital, Education, Equality & Tolerance, Climate & Sustainability.

Inspiring, Measurable Business Models: A heady mix of The customer driven/ holistic model , The co creation model,  The open innovation model , Network orchestration model , The Competitive Value Model, Transformation to full service provider model, The emerging market innovation engine model, The shift to digital and network business models

So what are the takeaways that we can extract from the above listed landscape?

– Traditional mindsets, including those about advertising and marketing, must be challenged and potentially changed. I am referring to the Mental Models: The Primary Impediment to Transformation- For eg: “It has always worked this way.” “We tried it and it didn’t work.” “We’re profitable; why change?..and so forth! 

Before Roger Bannister broke the 4 Minute Mile on May 6, 1954, nobody thought that such a record could be set. We need to ask ‘ What is your 4 minute mile ‘ ?

Its the time to challenge our Mental Models of Advertising and Move from Marketers and Agencies, through Media, at Target Demographics toward being Cross-Silo Collaborators, from Ads toward Orchestrated Value-Creation Touch points, from Frequency toward When Needed, Wanted, Appreciated, from Reach toward Where Needed, Wanted, Appreciated, from Push and Persuade For Sales toward Multi Win Outcomes,pull & engage, from Ad Campaigns toward Initiatives in Holistic, Dynamic Ecosystem.

There is also a great upside in starting to use a new Vocabulary:

From Campaign To Initiative, From Content To Substance, From Persuading To Inspiring and Enabling, From Selling To Serving, From Seeking Loyalty To Earning Trust, From Disruption To Better/Alternate Solutions, From Features and Benefits to Brand Roles in People’s Lives, From Brand Differentiation To Brand Distinctiveness, From Employees To Brand Ambassadors, From Talent To Brand Stewards, From Consumers(myopic) To People with Lives, From Advertising Campaigns To Value Creation Initiatives, From Direct Response To Actionable Communications, From Big Data To Actionable Insights, From Success/Failure To Learning.

The time has come to challenge everything. Leave no sacred cows. Even challenge the objective of the firm from maximising long term shareholder value to aligning the objectives of the brand, the people (consumers…) and society.

– A strong call out to shift your focus from media mix to portfolios of all touchpoint orchestration. Go beyond the 4 Ps- bring in CeX, CSR, Packaging, Web & App etc all. The path to purchase is not linear any more. Operating in a sliver is not serving the purpose.

– Leverage the power of content( make RAVES– Relevant, Actionable, Valuable, Exceptional & Shareworthy) and the power of context( MADE: Multi Sensory, Audience driven, Delivery across platforms, Environment & location sensitive) that helps deliver your compelling brand purpose.

– Be always in beta– in adaptive experimentation mode to foster innovation, to learn faster & better, to attract and retain better talent, to hoodwink competition.

There’s no shortage of screens and there’s no shortage of impressions. But there’s a shortage of high value connection points between brands and consumers, which is the whole point of advertising. You have to create effective engagement with the consumer that gets them to buy.

Latin is very much Greek to me but as I come towards the end of this piece some Latin to keep an eye on. We have passed those days of ‘ Caveat Emptor ‘( meaning Buyer Beware). The new skid on the block these days is ‘ Caveat Venditor ‘ ( meaning Seller Beware ). 

As the brilliant Bob Hoffman puts it ” If you want to die an imbecile in advertising, don’t pay attention to art, literature, history, science, anthropology or nature. Pay attention to the Kardashians “.

Going back to Latin mode- friends- Semper Vigilans (meaning stay vigilant)!

ENDS

https://www.groupisd.com/story

https://www.brandknewmag.com

https://www.weeklileaks.com

https://www.brandknew.groupisd.com

Numerology and the Marketing Math!

Numerology and Marketing Math!

Numerology: Definition: The branch of knowledge that deals with the occult significance of numbers.

​We are all swayed by possibility. As we are swayed by short cuts. Human beings are hardwired to be lazy. So, unless and until there is a by design effort to put in the emotional labour​, routine is the ardently followed also ran. Mundane replaces the potential jugular. It remains that way, because its always been done that way. So why upset the applecart? But what happens when the cart is being toppled?

​I am not a numbers person. Far from it. It somehow just doesn’t add up for me. So, I have almost subtracted it from my life. But, being in the space that I am, and observing the brand marketing communications around me, I am tempted to do a deeper dive and know more.

25 to 70% off: Most of you would have seen these numbers ​scream out at us day in and day out from newspapers, billboards, radio ads, digital ads etc. In fact, some of us were mistaking the 25 to 70% off to be a tourist destination(considering how many of them sprout all over the city)- One cannot miss it because leading brands across industry verticals with the support and ‘ advise ‘ of big ticket advertising agencies make sure such campaigns are run 13 months in a year. So, that makes it 24X7X395. A different numerology this!

The ever lasting love affair of brand and marketing experts with 25 to 70% off remains a mystery. Or by now, it should not be. Considering the amount of time ‘ the practice ‘ has come to root. And the practice has been perfected beyond question. And ably aided by ‘ brand guardians ‘ who toe the line willingly as this ‘ ad vise ‘ is coming from senior czars at the big ticket ad agencies– how can they get their ‘ numbers ‘ wrong? They use ‘ fancy ‘ calculators!!!!

I have heard somewhere that ‘ the more things change, the more they remain the same ‘. Very recently, a very senior brand and business head of a market leading brand called me saying that they are in troubled times. They were losing market share and from being a clear category leader with over 65% retail market share, it was time for store closures, downsizing(or rightsizing to make it sound sweeter) and market share dipping to below 40% – all that in a matter of about 18 months. Inspite of increased marketing spends as advised by the ‘ experts ‘. My question to him was to understand what were they doing different to what was being done and not surprisingly the answer remained ‘ we have aggressively started doing deep discounting and instead of doing it 4 times a year, we remain committed to doing it through the year ‘…so there you go, enough said – ‘ the more things change, the more they remain the same ‘.

​So, do these brand owners and guardians take their coveted ad agencies to task? I’m afraid not. If that were to happen, how can they make ‘ interesting, cerebral conversation ‘ saying that our brand works with XXXX agency – they are in the Top 5…and walk around with a chip on their shoulder​. And be ranked among ‘ Top 50 ‘ Marketing Professionals in XXXX. To be flagged on their Linked In profile. 

Customers buy only on price and the more you deep discount, more loyalty they bring to the equation is still the belief(believe it or not). We can keep bribing them and they will keep flocking like bees to honey. But, what happened? The numbers are not adding up. ​​The 25 to 70% off numerology chapter needs to turn the page. The strategy is now clearly a ‘ has BEEn ‘! And still being tried Bees Saal Baad( Twenty Years Hence for those not familiar with Hindi).

So, where are they headed? To me the writing is on the wall- or is it on the palm?

​Palmistry, anyone?​ Could be easier. Palm off your responsibility to someone or something else! Enough suckers around.

As for me, I am calling up my Mom(God Bless Her) to know more about the occult practice..you guessed it: Numerology!

Disclaimer: She is a retired Math teacher.

ENDS

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Mediocrity is never an accident,it’s by design,so,watch out!

“It’s lonely at the top. 99% of people are convinced they are incapable of achieving great things, so they aim for mediocre. The level of competition is thus fiercest for ‘realistic’ goals, paradoxically making them the most competitive.”

-Tim Ferriss

Ironical isn’t it that we are knowingly ultra competitive when we are striving for mediocrity. And, ironically, the fiercest competition is for the second-class prizes. And we still don’t get it!

It’s a long never ending tirade. Justifications that are shallow, hollow and mere escapism. I am referring to the reasons why we endorse and end up doing mediocre work. Let’s look at the usual suspects..

The brief was lousy..

I hardly had any time..

The customer does not value quality..

We never get the right price..

It’s a one way street, we are always the one being short changed..

Does it really matter? As nobody ever notices..

You are always critical..

This market never appreciates high quality..

The management will never understand..

I have always done it this way..

My boss is a jerk..

I don’t want to fail..I rather play safe..

Half hearted, half baked, short cuts, excuses. Period. Nothing else. They are all sad facades, masking the real issue. The outcome where sub optimal emotional labour is committed will always reflect a huge gap between what could have been and what is.

If you’re not willing to fail, you guarantee you’ll stay average-at-best.

If you want to grow into an extraordinary version of yourself, you must be willing to fail — a lot.

“Stay in your lane.” Focus on you. Learn all you can. Experiment, fail, discover what works.

When you see the 25 to 70% off ad screaming from every second billboard in town for every second brand, that is when you come to realise the often heard ‘ herd mentality ‘. Find safety in numbers. Conform, adhere, comply, fit in, exist, survive, get along, pass by. By design, the quest for supreme mediocrity(read comfort food) is perennial and offers perpetual succour. Or so it seems considering the seriousness with which it is latched onto. And there is no letting go.  And that, amongst a community of really bright minds who came into the profession with a clarion call to make their own little dents in the universe. And what are they managing to do- drive people away from the profession.

You have to decide to opt either for the wood or for the trees. Do you want to care enough to create something better? Introspect and the answer will be very close at hand.

Most people will stay in mediocrity.They’ll continue fighting with the majority for average, subpar prizes.

It doesn’t have to be this way. The road that leads to an incredibly exciting, fulfilling life is waiting for you. It’s free and open, and there are no crowds. And pay no heed to the ‘ wisdom of the crowds ‘ narrative- it’s just a more sophisticated coinage for finding solace in the average, the sub par, the mediocre.

You can either take a ‘ leap of faith ‘ or retire to a ‘ sleep of fate ‘. What got you here is not going to get you there. As Todd Henry so beautifully captured in his book ” Die Empty ‘- Unleash your best work every day. Practice the art of non-conformity! That’s what we preach and practice at ISD Global. And we get to do that every day. Gratitude!!

ENDS

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Is true talent shying away from advertising?

It’s episode one of the cult classic Mad Men series and ad-man Don Draper in the climax reveals the campaign idea for Lucky Strike cigarettes ” It’s toasted “. A scene that captured attention and sparked the show’s runaway success. It’s toasted was also a real tagline for Lucky Strike cigarettes, adopted by the brand way back in 1917.

Those were the heady days of advertising– an eclectic mix of craziness, Machiavellian egos, cult personalities, big ideas, mind numbing creative campaigns, wild parties, rock and roll, high profit margins(15% commission days)….it goes on. Little wonder it was the industry that a lot of talent aspired to get into. Made for good conversation piece.

The times they have a changed. Advertising as an industry is no longer the flavour of the season when it comes to attracting top talent. This inspite of being a 560Billion US$ industry worldwide in 2019 and growing over 4% compared to the previous year with N America and Asia Pacific reflecting the maximum growth.

What could have happened especially over the last decade and a half? Let’s examine a few factors:

  • the risk appetite for taking up and executing ‘ big ideas ‘ within the agency set up seems to be on the wane. The increasing role of the CFO in marketing and advertising decisions and thereby ROI first always could be a strong influencing factor..
  • the big shift has happened from ‘ gut instinct ‘ to ‘ data precinct ‘ when it comes to execution of campaigns. Freewheeling thinking seem to have taken a backseat
  • young talent do not get a ‘ sense of self ‘- seniority still upends merit when it comes to prized, exciting projects- if you don’t want us, we don’t want you seems to be the thinking
  • with profit margins in the advertising industry shrinking, remuneration and salaries have taken a beating. Talent is seeking alternate, better paying professions
  • the average tenure of the CMO & Brand Manager has come down drastically. Why stick your neck out when going through the motions will do nicely. The Domino effect is reflected in the freedom(or the lack of it) given to the agency- legacy thinking dominates, not exactly a motivation for talent craving to find their own expression
  • start ups with sizeable venture capital funding have mushroomed all over. They are dabbling in hitherto unexplored territories and using cutting edge technology to harness market potential and become game changers. The natural tendency for talent is to move to areas that are changing, future ready and dynamic
  • alternate,fast growing and better paying professions like entertainment, stand up, v logging, blogging, music etc seems to have taken the sheen away from advertising for the wannabes
  • Digital proliferation and the quest for entrepreneurship are driving many to find their feet and make their own dents in the universe
  • The Big 5 of Consulting are not thinking like the Big 6 of Advertising while clearly trespassing into the domain. New entrants are bringing in new thinking, new possibilities- talent will have to realign

Clearly the advertising industry of the future(if it remains to be called that) and the talent that moves there will certainly not be a thing of the past. When change is the only constant, an industry remaining constant without change is not an attraction. As an US$560billion industry, it has enough muscle to bounce back(as long it does not rely on muscle memory). All the die harders(Bruce included) are willing and waiting!

ENDS

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Your brand’s worth is in your own hands!

Your brand’s worth is in your own hands!
You do not have to look far ahead into the horizon to read that businesses are facing an uncertain economic landscape across multiple markets around the globe. We are amidst a landscape in which brand worth has never faced fiercer scrutiny.
 
Moreover, in this environment, a power shift has taken place as price-conscious shoppers have seized control. Price loyalty or brand loyalty?
 
The done to death strategy(dare we call it that?) that brands have been resorting to, to drive volumes has been, no prizes for guessing, discounting. Not only is it a short term strategy but it also does both the brand and the business serious damage in the longer term. Turning the model upside down, research has shown that a 1% price increase can drive a 12-15% increase in profit. That is three times the profit increase seen by boosting sales the same amount. Which shows that the commercial impact of protecting prices can outweigh cutting them to drive volume.
 
Just like most buying decisions are not rational, so is consumers perception of price, which too leans towards the irrational. Behavioural economics studies show that when you flip the context, re bundle your output and shift the focus from price to value through added layers of experience, consumers are willing to pay disproportionately more for it. This, in some way, also endorses the oft used observation that price is the yardstick of quality.
 
By combining data-led pricing strategies with the creativity and behavioural science of a modern agency(be it ISD Global or any other), brands can dramatically outperform the competition in a commoditised market. 
 
Brands can increase their price perception in the eyes of the customer through a 3C Model of Create(through rituals, theatre, value added services)-Connect(establish a culture where customers are happy to pay more like Frappuccino from Starbucks)-Convert( Optimum sales balancing value and volumes, omni channel, something like what hotel chain IHG does).
 
For the community of marketers everywhere, it is time to seize back control of the most ignored, most impactful lever in the marketing mixPricing.
 
 
ENDS
 
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Marketing the new ‘Terms ‘ of endearment

Marketing the New ‘Terms’ of Endearment

Over the years, tried and oft used terms in the world of business and marketing have transcended convention. We seem to be in a perennial state of having to come to terms with these terms. Here is the term sheet on that.

Brand Owners, Advertisers and Marketers were once cosy with ‘ Mass Market ‘. Try and reach the maximum audience numbers through mass media. A lot of the times it was about Spray and Pray. Mass Market transitioned to ‘ Mass Customisation ‘ which went beyond one size fits all to one size fitting some. With the advent of Artificial IntelligenceMachine Learning and Data Science, we are now in an era of the ‘ Customer Segment of One ‘, where one individual as an audience is targeted with high degree of precision and success.

The disclaimers have been turned on its head as well. What used to be common place was a term going as ‘ Caveat Emptor ‘ which essentially was to say buyers beware. The entire onus and risk on buying a product or service was all on the buyer/end user. Now, in an over commoditised world, where we have moved on from push and control to pull and engage, where top down has given way to bottom up marketing, what is evident is ‘ Caveat Venditor ‘, where the accountability and responsibility rests fully on the seller. The wheel has gone a full circle.

Not until long ago, brands and their marketing plans were etched out keeping demographic groups in mind. A pre decided age group with a certain buyer persona was carved out and communication was created to influence and impact that community. The universe has changed dramatically. Brand marketers have now started addressing mindsets which throws conventional wisdom out of the window. As they have now begun to chant, RIP Demographics!

Consumer aspirations have taken a twist as well. Yesteryears we had all marketing and communication created to induce brand ownership. With so much millennial consumption happening, the entire paradigm has now shifted to owning experiences. The new brand mantra for marketers is CeX(Customer Experience) and the City. Ownership is passe, experience is the new aspiration.

Remember those days when the quintessential manna from heaven was ‘ brand loyalty ‘. Coveted, treasured, revered. Loyalty was royalty. In an era of surplus of goods, information, choices, services and a deficit of trust, attention and resources, ‘ customer infidelity ‘ has replaced loyalty. Cheaper, better, faster? Here we shift loyalties!

We were just coming to terms with the ‘ knowledge economy ‘ as it moved on from the  ‘ Industrial Economy ‘and before we knew it we were bang in the middle of the ‘sharing/collaborative economy‘. The dust had hardly settled on that and now the entire attention is rooted on the ‘ attention economy ‘. In an age of perennial distraction, attention is the new premium.

Since advent of marketing, and the quest for differentiation, the narrative has revolved around a USP(Unique Selling Proposition). That feature or benefit which makes your brand distinct or unique from other competitors in the eco system.Then came the not so holy communion onslaught- the SOS- Sea of Sameness. Nothing unique, nothing distinct, the herd mentality, the also ran, the me too. Which prompted our research at ISD Global to discover what we have come to label as UFP- Unique Feelings Proposition– where state of the heart is what brands are appealing to win trust, loyalty, mind and wallet space.

Am sure we will have more to chew on as the intersection of consumer behaviour, rapid evolution of technology and the ever changing socio economic landscape will throw up more perspectives that we have to come to terms with. Till then, au revoir.

ENDS

www.groupisd.com/story

www.brandknewmag.com

Technology and Wisdom: In marketing, the twain can’t seem to meet!

Technology and Wisdom: In marketing, the twain can’t seem to meet!

To say that we are at the very forefront of cutting edge technology would be an understatement. Considering all the spectacular advances we see today in space travel, driverless cars, artificial intelligence, IOT, robotics, digital health, augmented reality, laser guided missiles etc, technology surely has motored along at more than a furious clip. Technology is ubiquitous, omni present, in the face and as they say, ‘ always on ‘.

Wisdom on the other hand is very much under the radar not because it cannot be droned up into the spotlight but there seems to be a tangible scarcity of it around. Most definitely in marketing.

In marketingtechnology and wisdom are at two opposite ends of the spectrum. And, unlike magnetic forces, these opposites don’t attract. On the contrary, they repel. Technology is always moving in linear progression. Wisdom, on the other hand, with all the associated ammunition of insights, experience, maturity, just does not. Cannot.

Not all technology is the domain of the young and not all wisdom comes with age. But, as a general rule, tech is the territory of youth, wisdom the territory of maturity. Though there is strong perception that technology equates wisdom, nothing that we see today in the world of marketing or advertising at least backs the argument even remotely. We are in an era of ‘ technology overload ‘ that causes ad frauds(US$16 Billion), intrusion of customer privacy, manipulation of public opinion, colossal wastage etc etc. And there is no wisdom in that.

We seem to have moved on from what the very wise advertising greats of the past including William Bernbach, Howard Gossage etc preached and practiced. With a great degree of success. Without any technology at their disposal.

Technology digs into collective bias. What is called for is a balance of technology with the scaffolding of wisdom, without which, sauce for the goose is not exactly sauce for the gander!

As T.S Eliot said ‘ Where is the wisdom we have lost in all the knowledge? Where is the knowledge that we have lost in all the information? And where is the life that we have lost in living? ”

ENDS

Image: ISD Global

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Our core shouldn’t be about being mediocre!

When I stand before God at the end of my life, I would hope that I would not have a single bit of talent left,  and could say, “I used everything you gave me.”
Erma Louise Bombeck

Todd Henry’s brilliant book ‘ Die Empty ‘ is a wake up call surely. A guide to reclaiming your passion, finding your voice and unleashing your brilliance every day. We always seem to find solace in the fact there will always be tomorrow. But sooner or later all of our tomorrows will run out. That is time which is limited inventory. Each day that you postpone the hard work and succumb to the clutter that chokes creativity, discipline, and innovation will result in a net deficit to the world, to your company, and equally importantly to yourself. Ready to introspect?

I understand average might be both the old and new normal but a honest hand over your heart would have you admit that you were not meant to be average, nor am I. Average might be normal – I get that. But in the grand scheme of things, it’s not for me and it shouldn’t certainly be for you!

When you day dream, do you see yourself as the average Jane or average Joe or as being grander than life? I suspect the latter. Way to go! Being mediocre maybe a safe place at first and you are in this trap of thinking that things can’t get any worse. But, we have to know that the flip side is that things won’t get any better either.

“Most humans, in varying degrees, are already dead. In one way or another they have lost their dreams, their ambitions, their desire for a better life. They have surrendered their fight for self-esteem and they have compromised their great potential. They have settled for a life of mediocrity, days of despair and nights of tears. They are no more than living deaths confined to cemeteries of their choice. Yet they need not remain in that state. They can be resurrected from their sorry condition. They can each perform the greatest miracle in the world. They can each come back from the dead…”
― Og MandinoThe Greatest Miracle in World

It’s time to start an intelligent and provocative conversation with yourself. Be content in being discontent. Set yourself lofty goals without letting them intimidate you or scare you away. The very nature of our brain is such that it cleaves to the familiar. But the brain also remembers what it least expects. So, deliver the unexpected. Let familiarity breed contempt.

When the preferable is not available, the available becomes preferable. Beware of that. And all of it’s always been done that way syndrome.

So what does this mean for creative and marketing professionals. We understand that top lines and bottom lines are necessary compulsions in our corporate life. Stakeholder greed is de rigueur. Marketers will understand that the absolute worst place for a brand is to be “middle of the road, in no man’s land.” Average, adequate, middling are all meaningless. If you are in marketing and find yourself even remotely close to any of these trio, get away, fast. There is far more life beyond ” 25 to 70% off ‘ that you have been running as campaigns religiously for over the last 7 years. You are far better than that. Stop belittling your talent and capability. Especially with all the resources(financial & human) and standing that you have in the market as a brand. And above all, your individual ability, that is far far above the mediocre.

Time to raise the bar.

ENDS

www.groupisd.com

www.brandknewmag.com