Author: manu prasad

  • $ocial Validation

    The presentation of selfie in everyday life is all around us, and the words I always refer to paraphrase this are

    When everything becomes image rather than action, you can’t judge the value of any act. You can only judge what it “looks like”. But when all of society is doing that, it means that you’re being judged on everything. After all, you may not always be acting, but you are always appearing. When it’s your appearance that determines worth, there is no moment to rest. There’s a social invasion.

    The Uruk Machine
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  • A System 3 path to brand building

    I wouldn’t claim that Daniel Kahneman’s Thinking, Fast and Slow is an easy read, but if you persist, you can get a lot of insights on cognitive and behavioural biases, the heuristics we pick up and use, and the experiencing and remembering selves. I definitely started “watching” myself a lot more! But the main theme of the book is the difference between our two modes of thinking – Systems 1 and 2. System 1 is fast, automatic, and always in use, mostly unconsciously. System 2 is slow, methodical, logical and conscious. This also means that System 1 links new inputs to existing patterns to make sense of it rather than create a new understanding.

    I have tried to apply this in my line of work – marketing, specifically communication. The application is fairly simple in say, ecommerce because the messaging/design can (and is) tweaked to play to the heuristics and biases the human mind has. Investments are a totally different beast altogether given there is rarely any instant gratification and definitely no gimmicks and giveaways. It also doesn’t help that our attention span as users is decreasing fast! Nudges ain’t easy. In that context, I have wondered if the two systems are too binary, and whether there is a middle path.

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  • Default in our stars

    The thought first occurred to me a couple of years ago, when I realised that thanks to outsourcing and automation, we would struggle today to do many things that were once life skills. We also lost a little more than that – learning.

    Sometimes directly, and sometimes, through the interactions with the world, they facilitated a learning experience that taught one how to navigate the world and the different kinds of folks that made up its systems. 

    Regression Planning

    It was continued with a bit more specificity in a subsequent post.

    Instagram, Facebook, Tinder, Spotify, Netflix, Amazon – everything is a feed of recommendations, whether it be social interactions, music, content or shopping! Once upon a time, these were conscious choices we made. These choices, new discoveries, their outcomes, the feedback loop, and the memories we store of them, all worked towards developing intuition. 

    Intelligence, intuition and instincts. The journeys in the first two are what have gotten the third hardwired into our biology and chemistry. When we cut off the pipeline to the first two, what happens to the third, and where does it leave our species?

    AI: Artificial Instincts
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  • Brands, Activism & Morality

    A while back, someone had joked on Twitter that by 2025, babies will be born outraged. But in 2020, the joke, at least in Indian advertising, is that when the Tanishq brand manager begins to think of a campaign, #BoycottTanishq starts trending. When I was writing the article on brands and empathy for Business Insider, I realised it would need a lot of effort for brands to go beyond signalling.

    However, with inequities becoming even more of a pressing topic, and the expectation from brands to be active participants in society – activism to action, is there an inevitable movement that we will see? And hence, this post on brands through the prism of activism and morality, from the perspectives of a consumer and a brand marketer, and the safety of an armchair.

    “We are living in an era of woke capitalism in which companies pretend to care about social justice to sell products to people who pretend to hate capitalism.”

    Clay Routledge
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  • Can brands be truly empathetic?

    Originally published in Business Insider

    This Diwali, brands that didn’t need festive-offer advertising to light up their sales figures used a sound strategy instead – empathy. From Facebook’s Pooja Didi to India’s first-ever hyper-personalised ad (this claim is disputed) by Cadbury, brands used the travails of a Covid-hit society to maximum effect. Health workers, local businesses, parents, domestic help, dabbawalas – everyone was at the receiving end of a psychological hug. However, it’s hard to distinguish between moment marketing and actual empathy these days. A mini primer on empathy helps elaborate my concern. 

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