Month: June 2010

  • Banking on data

    There was an article recently at PSFK, which, in addition to the impending data explosion, also talks of the need for brands to invest in technology to mine, analyse and identify changing consumer needs and opportunities. Though probably, at a later stage, the automatic ‘sensors’ mentioned in the article would beat the self-expression media services as the largest data source, at this stage, the latter seem to be the biggest contributors.

    So what is the data that’s getting generated? As social networks evolve, the role that they play in the individual’s life is also evolving. While flow of information, and communication seem to find social networks as natural conduits, the networks are also now sources of entertainment for many. (study by Edelman) What does this entail for brands, their communication and the content they generate?

    Amidst the social network revolution, brands have been trying hard to eke out a place for themselves – to slide in easily into the conversations, and lives of individual users. Some have been successful, and some have not, the latter mostly when they try to use these as distribution channels for other media content alone. I read a few days back that the two official sponsors for the World Cup – Adidas and Coke, had been trumped by their competitors – Nike, and Pepsi, as far as WOM goes. Not surprising, both tell excellent stories. It makes us feel.

    httpv://www.youtube.com/watch?v=idLG6jh23yE

    httpv://www.youtube.com/watch?v=eQmu48sZohc

    There’s this excellent presentation by Rory Sutherland about intangible, and perceived value that brands create. A bit dated, but I happened to see it recently. It made me think about Maslow’s Hierarchy of needs and the tangibility of various levels.

    As civilisation advances and scarcities and abundance are rapidly traded, and as brands progress, don’t the lower levels of Maslow’s needs hierarchy become hygiene? So, would users prefer brands that help them in the esteem and self actualisation areas? It perhaps might be an example of ‘seeing the subtext you want to see’, but the Nike ad – ‘Write the Future’ seemed to be all about self actualisation and the Pepsi’s ‘Oh Africa’ seemed to be all about an ever-changing crowd that seems to be impossible to keep pace with. To quote Clay Shirky, “The category of ‘consumer’ is now a temporary behavior rather than a permanent identity.”

    Which brings me back to the data explosion. The challenge, I guess, is an old one. Finding motivations, sensing patterns out of all the data to understand why we ‘Like’, why we ‘share’, and so on, and then give us a value proposition. With rapidly evolving technologies, even the value needs to adapt much faster than before, because if the brand is late, there’ll be another that delivers. But then again, at higher need levels, when the individuality/uniqueness quotient increases, will the manifestation of needs show a collective pattern? Or will the individual’s behaviour pattern become more important for brands? Multiple data sets, multiple patterns, multiple challenges. Interesting times indeed 🙂

    Meanwhile, here’s one closer home. (via Gaurav) A very interesting project by Tithiya Sharma – The 100 Heroes Project. I’m sure it’ll be a wonderful story and if I were an airline brand or even a MakeMyTrip/Cleartrip or anything to do with travel, I’d take a look at the project.

    until next time, tripping on data

  • Facet

    Facebook’s policy changes a while back meant that suddenly,  the average user (as opposed to the technophile and conspiracy theorist) is raising an eyebrow, or both, depending on knowledge levels, at what it means to his privacy. This is not an indication of whether someone is below or above average, let’s not go there. Meanwhile, K and I have been discussing David Bond (Erasing David), which has to do with online privacy (though not in a Facebook context)  – how one man challenges experts from a security firm to track him down using information they can gain about him from the public domain, while he tries to outrun them.

    K noted that in the olden days, this notion of privacy didn’t exist, as everything was known to everybody. I agreed that in the new age, our connections are more, we include a lot more people in our lives, even indirectly, by just sharing our data online. Our work, lifestyle and advances in technology mean that we communicate more, meet more people, and yes, ‘friend’ them.

    It does good too, no taking away from that. Ironically, K and I know each other from work, from quite a few years back. We never interacted much then, and I was more pally with others in her team. I still remember, a couple of years back, when I met K and another colleague of hers in a shop, I chatted away with him, and rewarded K with a lousy smile. 😀  But these days, we have amazing conversations online, and I’m hardly in touch with her colleagues. Thank you Facebook 🙂

    As perhaps the first generation of Facebook users, we are in an interesting place (and time). I read “Chasing the Monk’s shadow” recently, a book in which the author retraces Xuanzang’s journey (we knew him as Hieun Tsang in our history text books) and it made me appreciate the value of the written word – especially when it resurfaces in a  different era.   It was in this context that I considered what really appears in our profiles on Facebook.

    (Generalising) We friend erm friends, but we also friend parents, siblings, relatives, acquaintances, and even random animals. We display our likes, dislikes, interests, information, and through our conversations, we add layers to this. But its amazing how, sometimes, when I ‘like’ something that someone has posted, and glance at the others who have liked it, I realise that I don’t know them. We’re connected by one common friend.

    The common friend, who I might know from college, and the other person might know from work. How much of mining would it require to unearth the nuances in the relationships between ‘friends’? Would it be possible to mine the fact that while I might make a smart alec comment on a person’s status, I might never have met him/her in real life? Would it be possible to mine the different persons we are, to different people, in different contexts. The worries, the fears, the quirks, whims and yes, likes, that we never express, the things that probably make us human – they exist in our minds. We only share a part of ourselves online. We are still strangers, sometimes even to ourselves.

    So yes, while all sorts of data from browsing history to buying habits are out there, maybe, in this hugely connected world, without the ‘real metadata’, in a way we are still disconnected from most of our ‘friends’… and the information gatherers? Since its slightly difficult to be like Schmidt (Google CEO), who infamously said “If you have something that you don’t want anyone to know, maybe you shouldn’t be doing it in the first place”,  I believe that we should be responsible about what we share (even if that’s in the form of a ‘Like’) online.

    So all I’m saying is, you can press that little ‘Like’ button below, and nothing catastrophic is going to happen… yet 🙂

    until next time, face off

  • Kobe Sizzlers – Koramangala

    And just as the summer ended its job for the year in Bangalore, and the monsoons set in, Koramangala found another way to sizzle. Kobe Sizzlers, which already has an outlet in Garuda Mall, has now opened shop in Koramangala. Its the building almost immediately after Java City. (map) Parking isn’t much of a problem. Maybe it was the weather, or the newness, or the brand name, but guessing from the crowd yesterday, you should either land early (like we did, at 7.30 pm) or reserve in advance. The other good part about being early was that we got the road facing seating option.

    Very comfortable seating and a pleasant ambiance. You can take a look at the entire menu here. Unlike my previous Kobe visit, I was well prepared this time (no heavy lunch). We also remembered we had brought the camera. We thought we’d start with a Scotch Broth, but were told it was mutton based, so settled for a Chicken Corn soup.

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    It isn’t as brown as it looks in the image, but after I added the pepper and the tomato chilly sauce, this color would’ve been justified. By itself, the corn flavour is dominant, hence the additions. A decent start.

    Though the number of sizzler options is high enough, the uniqueness quotient is lesser than our favourite sizzler joint in town – Tangerine, or even Yoko. But hey, so long as they serve it well. The vegetarians might have more options here, though. So D ordered a ‘Sizzling Chicken with pepper sauce’ and I opted for a Mixed Grill. D’s dish looked ‘prettier’, I thought.

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    I also thought the mixed grill scored on functionality though, helped by the fried egg.

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    The Mixed Grill has, in addition to the vegetable space wasters, lamb pieces, kidney, liver, mutton chop, sausages, and my tee served as excellent subtext, said D. 😐

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    The chicken dish was done well, and the pepper sauce complemented it well. The Mixed Grill required some help from the Worcestershire sauce, and I felt the original sauce’ consistency (in terms of the flavour) could’ve been better. It came out strongly in some places (and that was good) and barely made an impact in other places. Kidney, liver, its difficult to go wrong with those 😀  The meat was tender in the case of mutton chops as well as lamb pieces, which was a relief – I hate fighting for it. The French Fries (in both) deserve a special mention, very good stuff.

    Dessert options are the usual suspects, though they range from kulfis to apple pie. 🙂

    The service is quite prompt. All of the above cost us about Rs.850. So, I’d say, its definitely worth a visit, especially if you’re in Koramangala, where there are hardly any sizzler options.

    Kobe Sizzlers, 1st Cross, 5th Block, Koramangala, Ph: 41705608

  • PR – Public Relationship

    The control a brand has, or rather the lack of it, was evident in two examples I saw recently. Both became viral, one at a very small level, and the other, a huge global one. You must’ve guessed the second one easily enough. Meanwhile, the first was ‘Bros Icing Bros‘ and linked to the Smirnoff brand, unofficially. You can read the details here. The way the game worked – “a person presents a friend (err, “bro”) with a Smirnoff Ice which they must then and there – regardless of time, location or context – take on bended knee and chug the entire bottle. The exception is if that friend himself (or herself) is carrying a Smirnoff Ice – in that case, the original presenter must chug both “Ices””  A case of user generated brand buzz, which perhaps did good for the product and was relatively non-detrimental to the brand.

    And there’s the first example, which is easily becoming THE example now, for bad PR. BP – if the spill wasn’t bad enough, there was the spillage – the fake PR account – advice on what/why BP should or should not do with it, the tweet billboards, an old (fake) ad, the ironic sign, the ghastly, ghastly images, the user created logos, a coffee parody, and the post from the man who created BPGlobalPR. BP’s losses as a brand (intangible?) is much more than the real $costs that have been speculated. Meanwhile, it has finally reached out to the @BPGlobalPR account. (While on the topic, do check out Rob Cottingham’s excellent take on the subject)

    The only commonality I’m looking at is the user generated content (or discontent). I don’t think this is an area which can be gamed easily. Sure, you can try to manipulate events and people, and search engines, try some good old PR, but there are no guarantees that it won’t boomerang. And I think it holds true across the spectrum – the two cases are polar opposites in terms of magnitude of the event, what the crowd did to it, and what the brand tried to do.

    Deviating a bit. I read “Arundhati Roy on ‘War of People‘”, where she took the scope of the Naxal issue into corporate boardrooms, and was immediately reminded of Umair Haque’s latest post titled “Ethical Capital is Capitalism’s new cornerstone“. He defines Ethical capital as “the stock of techniques, tools, and practices not just for creating value, but for defining and refining values, that an economy possesses”, and CSR, social investment, social entrepreneurship etc as the baby steps towards building it. But the corporate world still doesn’t understand the rewiring, as he himself notes. And here’s where we loop back, I don’t think this building of ethical capital can be gamed either.

    I can spot an increasing number of efforts – Pepsi’s Refresh Project, their efforts for production sustainability, Nokia’s eco profile for new products, their bicycle charger kit, to name a few. While the cynic in me sometimes disses official CSR, I realise its perhaps a level that has to be crossed before we reach out for bigger things. I also see efforts from the consumer side  –  CarrotMob (via Surekha)

    I see all of this as a trend where users are linking the brands they use, and their consumption, to the larger context of their lives and the even larger context of the world they inhabit, and the culture they consume and create. The ‘badges’ have changed, they’d like to associate themselves with brands that accommodate or at least work towards these badges.  In the foreseeable future, I think that brands which understand this will not only align more people on their side, but also have inherent features and processes which would allow them to be transparent, reduce these costly mistakes, and admit to their mistakes without the PR approaches that are drawing flak now.

    until next time, PR pressure?

  • Lost Shopping Destination

    L. I have loved Bollywood for a long long time. Though I’m more a fan of the ‘unBollywood ‘ movies (best represented by our poster child Abhay Deol)  these days, the first love retains its charm. I have written about this before, and am especially happy when I find others who share this interest – Mo, Meeta, TCP, and even Cyn, though elitist that she is, she  will never admit to watching the snake video multiple times.

    S. The interest, in my case, also extends to the fringe players in that field – remember Ramsay brothers, and that cool show called Toofan TV on Channel V, which was based on all the howlarious stuff that got made – desi Bond movies, snake movies, and yes, most importantly the sleaze genre, carefully camouflaged in horror/jungle  themes, and the resources for which were awfully scarce then. An era before computers, personal or otherwise.

    So, here I was, at our regular DVD shopping place – Temptation, on Church Street, and what do I see?

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    Golden oldies! Now the name made sense. Yeah, I know its all over the net now, and access is easy, but real shelf space!  And hey, mine is a generation before remote controls happened, you have no clue how difficult things were. S3x was a 3 letter word, and 4 letter words were only beginning to be formed, and we had to look away or were asked to go to another room, when some stuff did appear on screen! So you see, its easy to get emotional about such things!

    D. Refused to let me buy them. 😐 As a consolation, I got the Love,S3x,Dhoka DVD (priced at Rs. 69, kid you not) 😀  . 2 months later,  armed with a more fierce resolve, I arrived, and noticed that Temptation had given way to a computer games store.

    until next time, prnic healing 🙂

    PS. Other Temptations flourish on Church Street.