Month: February 2017

  • Vietnamese Kitchen

    First published in Bangalore Mirror

    Even without demonetisation there are times in a month when one feels the lack of currency, and ATMs aren’t really of much help. On such occasions, the stretch of 80 feet Road in Indiranagar after you take a left at the bottom of the Domlur flyover can be a source of comfort (food) thanks to quite a few small eateries on your left that serve decent fare. The double use of ‘left’ in the previous sentence wasn’t a coincidence, it’s because the pricing here is very socialist! Vietnamese Kitchen is one such space, and despite its name, a lot of its food remains comfort Chinese at heart. (map) That’s not to say it doesn’t serve Vietnamese dishes, but it’d be wise to temper your expectations in terms of authenticity and setting. As I told my dinner guests, if you take ten steps from the door, you’d hit the kitchen! But there’s a charm about the tiny place, and they have used the space well – functional yet elegant seating, warm red lamp shades and a wall that’s completely covered with a collage of life in Vietnam.

    collage1 (more…)

  • Feels & Fields in brand building

    information attention

    In Scarcity Thinking in Marketing, I’d written about how, in an era of ‘infinite’ consumption choices, attention is arguably the most precious commodity for a brand. Also, as Faris pointed out in his excellent post, it is a zero sum game, and we’re approaching “peak attention”. We’re also well on our way to manipulating (read fracking)  it. State of the art marketing technology (say, programmatic) can sift through a consumer’s data from multiple sources, and use interest, intent and a bunch of other contexts to deliver an ad at the precise point when he/she can act favourably.

    Very few brands, however, are close to this level though. Having the data is in itself a huge step, converting that to actionable insights is even huger! Data can be true, but not necessarily accurate. (read) Also, arguably marketing tech is still a wild west with snake oil salesmen. But more importantly, even if we assume that all the brands will finally get there, it then becomes a ‘square one’ driven by who can pay the most. In that respect, I do not see this as a sustainable advantage. Arguably again, at that point in time, new tech might come up with a potential of first mover advantage, but the way I’ve seen the digital marketing narrative evolve, it is probably an optimisation play than anything else. e.g. In the early days of Facebook marketing, much was made about storytelling and organic Likes, but look where we are now! Similarly, something radically different like VR is now being talked of as paradigm shifting storytelling opportunity, but until proven otherwise, I’ll be cynical.  (more…)