• The path to mediocrity

    Seth Godin wrote a post on the masses vs great design, and how the brands we love refuse to become democracies. Yet, on an everyday basis, and across product offerings – from web design to entertainment, I see brands clearly pandering to the ‘masses’. And they’re not going to disappear in at least the medium term, because they spend resources in wooing and keeping consumers, though these consumers are hardly ‘loyal’. The undemocratic approach that Godin mentions is for the rare breed of confident, gritty, focused brands which have answered their why, what, how and when very well.

    On HBR Blogs, I found an article by Bill Taylor – “Bad Service can be good business” a very interesting read. It showed two different scenarios where the headline is applicable -companies who try to keep the costs down to the barest minimum and charge a premium for anything but the basic (the author quotes Ryanair as an example) and companies whose offerings are so compelling, and whose reach is so vast, that making the investments required to deliver high-touch service would be making a big strategic mistake. He cites new media companies like Facebook, Twitter etc as examples.

    Most of the companies I was referring to in the first paragraph are trying to be one of the above. But they play an in-between game, starting at some point and thinking that they’ll figure out a way to get to their destination. But IMO, it can’t happen that way, because once you set expectations, you fall into the ‘trap’ of fulfilling them, without really figuring what your brand stands for. You’re forced to play the reactive game, watching your competitive landscape and fencing with them. As you progress, you’re drawn further away from the active game of pursuing a goal with focus. The trap, hence, is mediocrity, and it is surprising to see it these days because the web and social platforms specifically are a great way to find that slice of audience which will give the brand a chance to deliver that focused product/service. I’m not talking of superficiality here, but the DNA of the brand, and the organisation, the strand around which everything is built. I’m also not saying that all mass brands are mediocre. In the purpose that they have defined for their brand, Ryanair is anything but mediocre. Despite the seeming difference in the two scenarios from earlier, they are bound by a commonality – clarity of thought, which inspires clarity in everything that the brand does.

    until next time, clear blue ocean

  • Naming exercise

    The alarm rang, as it did, usually. He snoozed, stretching his sleep time a bit. But he knew he would have to get up soon. He was already late for his other kind of stretching. That’s when he figured the alternate reason for the name of the new concept they had come up with – Yogalates!

    PS: Yes yes, pronunciation, I know!

  • A Silence of Desire

    Kamala Markandaya

    ‘A Silence of Desire’ is seemingly about the turmoils in the life of a government clerk, after his routine is shattered one day when he finds his wife missing when he returns home from work. Furthermore, he also realises later that the reason she had given for her absence was not the truth. He suspects his wife of infidelity. Much flustered, and not helped by the discussions happening in his office on the social mores of womenfolk, he follows her and finds out something, which to him becomes a more painful thing to bear than what he had initially suspected his wife of. His structured life then goes through a turbulence, as his personal problems begins to affect his work, and even his character undergoes a change.

    What makes the book interesting is how the author uses the family to show the upheaval that happened in Indian society after the British left. The spirituality and faith of the traditional Indian housewife collides with the scientific and rational mindset of her British trained husband. The father is disturbed that his teenaged daughter would go to the ‘milk bar’ with a male friend, even if its in a group. There is even some reference to the conflict between north and south indian civil servants because of their varying approach to problems and fellow workers.

    Even as the author manages to create a microcosm of the changes that were sweeping Indian society, her narrative and prose manage to bring out the human aspect in a very convincing manner.

  • The Yellow Cycle

    Ever wanted to gift something totally out of the ordinary to a loved one? Then you must check out The Yellow Cycle. In conversation with co-founder Neha Arora

    [scribd id=102709947 key=key-lkmwoxmxt4fbohf3ir2 mode=list]

  • Data: Growing up

    The Facebook story might be facing rough weather, but that hasn’t stopped the social network from pushing out new and interesting things. It launched “Page Post Targeting Enhanced” – features that make it a media platform offering sharper slices to marketers (easily) by allowing filters based on gender, interests, relationship status etc. It has also rolled out Facebook Stories that highlights “people using Facebook in extraordinary ways”. Venture Beat has a very smart take on how this can be the future of news by intersecting two of the most interesting contexts – location and interest. As a media platform, one can imagine the advertising potential.

    Twitter already has local (city specific) trends, though, from experience, many people seem to think that they’re viewing national trends when Twitter is actually showing them local trends. Twitter already has Promoted Tweets and is enhancing features that allow better targeting.

    Media buying in the age of traditional media consisted of a plan being prepared (and negotiated) after evaluating the reach, cost and other parameters of various options across platforms – print, OOH, TV, Radio etc. The (reach) data has always been contested, and the (post) measurement is more of a myth than reality. New media platforms, on the other hand, are significantly better in terms of transparency and in addition, have better native and 3rd party tools for self publishing, distributing and measuring. The data is one click away from the marketer. After a certain tipping point of reach that these media achieve, traditional media would be forced to provide this level of accessibility, and then, IMO, the value provided by media agencies would be reduced significantly, as tools would make it easier for the marketer to plan real time and measure too, across platforms.

    In essence, data that the marketer needs, to make informed choices on the why/what/how/when of platforms, is easily becoming available.  The data that really needs to be converted into information is now flowing in the reverse direction – from the consumer and his actions across platforms to ______. And this data is not just for marketing, its use is across the board and affects product, customer care, operations, technology and so on. It is Big Data, the players are evolving, and the next stage in this ever changing game has begun.

    until next time, don’t worry, it’s already a buzzword. 😉