Month: June 2012

  • Wisdom Toolz

    Understanding what you learn gives insight, which in-turn fuels a creative economy. That’s what WisdomToolz aims to do with simulation. In conversation with co-founder Jayachandran S

    [scribd id=96371741 key=key-dpyv6js7r1p05b69jh3 mode=list]

     

  • Building Brand Frameworks

    It was an interesting coincidence that a couple of weeks back, around the time I posted on brand building and the effects of instant gratification (largely in the context of social media), I also got into a minor debate with a colleague on brand communication – tonality, voice etc. This is a topic I constantly think about – brand building in the social era- and on this blog, that is manifested in the form of posts from ‘flawsome‘ to ‘consistency and cohesion‘ to larger canvasses like brand identity and the definition of ‘brand’.

    Thanks to an ever changing social landscape, the questions and the answers are extremely dynamic. Different brands face different challenges as per their category, (pricing, demographic, ‘conscious’ly purchased or not) how long they have been around, their internal processes, structures and culture, and so on. But the earlier eras also had challenges and yet, we managed to define certain basic frameworks of brand building, which could be adapted across product categories, geographic locations and so on.

    Social has indeed disrupted everything because unlike say, television, which probably took over from print, it fundamentally changed the linear narrative by making ‘media’ a two way street, with side lanes opened up by consumers. It is probably because of this, that (for example) a Leo Burnett’s Human Brands concept (this post, for context) goes beyond adapting current frameworks and into the purpose of the brand itself.

    Brands that have built themselves in the ‘traditional media’ era are trying to adapt themselves, and that brings its own set of challenges. But what about brands being built now? Ignore the tech brands for now please – Facebook, Google, Twitter etc, what would your framework be if you had to build a brand starting now, in this age of massively fragmented media and user presence? Would you design the brand identity and adapt it to different media platforms or would you go with a bare minimum checklist and allow it to evolve with consumers adding context across various touch points – real and virtual? I’d really love to hear some perspectives!

    until next time, frames per second…

  • ‘Algebra’ & Twitter

    My favourite story in Paul Theroux’ ‘The Collected Stories’ is Algebra, a simplistic tale of a clerk easing his way into London’s literary crowd through one chance meeting and several arranged ones thence.

    Friendship is like algebra, but there are operations most people are too impatient or selfish to perform. Any number is possible!…. But one can be unselfish…. in giving everything and expecting nothing but agreeable company. ‘Giving everything’, I say, but so little is actually required – a good-natured remark, a little flattery, a drink.

    Last week, I completed 5 years on Twitter, and while I haven’t broken into literary circles nor started drinking, I have made friends. In the self conscious, real time and usually selfish world of twitter, where snap judgments are the order of the day, it is not easy to give at all, let alone expect much in return. And yet, many a time, I have been at the receiving end of acts of kindness. On most of these occasions, they are unaware of what they’ve done and the difference they have made. I’d like to think that I have passed it on. But meanwhile, they reside in my favourite list on twitter.

    until next time, follow through 🙂

  • The Servants of Twilight

    Dean Koontz

    Refreshing to see a ‘Twilight’ book without teen vampires. But though its not a damsel, a woman in distress is one of the main characters, this time with a child, who is the cause of all the trouble. The Twilight cult, led by Mother Grace, believes that single mother Christine Scavello’s son Joey is the Anti Christ.

    A relatively harmless parking lot incident turns into a full blown chase, with Christine trying to protect her son from the cult. She is helped by Charlie Harrison, a detective, who quite predictably falls in love with Christine. Most of the book is an elaborate and vividly described chase sequence, which I found quite boring after a while.

    I’m quite a fan of the author’s later works, when he explores new concepts and then weaves in a thriller narrative. But this was quite a Terminator meets religion style mash-up, which failed to engage me after a point. I kept waiting for the Koontz touch, which, though promised to appear towards the end, turned out to be just a mirage.

    Quite an avoidable book, especially since there are many other works from the same author like False Memory or From the Corner of his Eye, to name a few.