(First published in September 2016, in Maxus/WPP internal publications) The dynamic tension between two conflicting states and the need for an ideal balance is often considered a requirement for a system to move forward. For instance, the tension between change and stability; freedom and order; and innovation and efficiency and so on. So what do…
(First published in 2016) Since the advent of steam engine in 1781, every year, the futurists have tried predicting the Digital Trends for the next year. Though, it was later, in the year 2000, when VC funds started funding agencies and digital companies that are named after founder’s cats and dogs, this trend of predicting…
(First published in 2016) In the 1500s, the Spanish explorer Hernan Cortes landed at Aztec empire in Mexico with a team of just 550 people. In just 4 years, the Aztec empire was ravaged. A mere 550 people subjugated an empire of millions, making Mexico a Spanish colony. Within the next 10 years, another Spaniard,…
This was first written and published in April 2007 in the The Brand Reporter and agencyfaqs!. Mein hoo na, Dil Se …Thank you for holding the line…. You are a valuable customer…. Please hold the line while we transfer you to a customer care executive…. You are a valuable customer……. It was the 8th time this cycle was repeating….
‘Company loyalty’ is a new term I heard recently from Sriram, co-founder of Crossword book stores and now an independent marketing and retail consultant. Should consumers be loyal to their brand OR companies be loyal to their consumers? The tables are perhaps turning. With innumerable choices, commoditization of many services and products, consumers have no reason…
Attending a recent session on Market research methodologies was a revelation of sorts, given that my understanding of market and consumer research is anything worth mentioning. The hightlight of the session was listening to the case studies of Paras Pharma, and some of the stories directly from Darshan Patel (Darshan bhai as he is known)…
Google recently said that it is investing on creative side of the business and will also work closely with the creative advertising agencies. It is merely validating the belief that in digital it is a thin line between creative and media. Modern gadgets are now bringing together communication, entertainment consumption and utility applications together making…
Shahrukh Khan says ‘Wish Karo. Dish Karo’ in Dish TV commercial.Dish TV really wishes. I recently heard that Sharukh Khan uses Tata Sky DTH at his home. So much for the credibility and impact of celebrity endorsements. A leading snacks brand recently seems to have decided that their employees should stay healthy. So in addition…
Much has been written about how internet has changed our lives and how it is leading us to Life 2.0. What is often spoken and written about is how the Social Media is changing marketing and advertising as we know it and there is enough of hype around it. And that is missing the wood for…
(This was first written and published in 2008) Have you heard of Social Technographics? Social what? Or have you read the research paper ‘Sources and Consequences of Embeddedness of the Economic Performance of the Organizations: The Social Network effect’. Huh! I still haven’t understood the title itself. But then if you are in the online…