• All hands on deck

    Since tis still the season of predictions and ‘looking forward to in 2011’, and because I brought up the subject of brand agencies reshaping themselves for the future, I thought I’d share with you three of my favourite decks of insights from the many that I managed to scan in the last few weeks.

    We’ll begin with JWT’s ‘100 Things to Watch in 2011’. (via Surekha on Reader) While there are many things in this that you might already think is a trend, what I liked about it is its thinking outside of any specific prisms – brands, technology etc, but still managing to capture the  essence of trends in human behaviour, culture, consumption, the shifts happening therein, and thus, a good reckoner for marketers.

    JWT: 100 Things to Watch in 2011

    The second one I’d like to share is Edelman’s ‘Digital Trends to Watch in 2011’. Though there are a few commonalities with the JWT deck, this seems more focused. While this is definitely quite a sensible thing to do from a client perspective, I missed the “completely out of the blue, but damn, why didn’t I think of it?” moments that I usually associate with its creators. But that’s just a testament to my high regards for Armano and Rubel, more than anything else. What I liked most about this was the trend + best practice combining, that layering gives excellent perspective.

    The last one I’d like to share is Rohit Bhargava’s ’15 Marketing & Social Trends to watch in 2011′ (via Gauravonomics). There might be some overlap with the other two, but again, the idea of examples with each trend makes it a must-read, in addition to the overall quality of insights.

    15 Marketing & Social Media Trends To Watch In 2011

    While its easy to see that there are commonalities in these, I also noticed an interesting thread of thought that  resonated most with me.

    ‘There’s an app for everything everywhere’ is perhaps the underlying theme in #3 (Apps Beyond Mobile), #7 (Ubiquitous Social Computing, more specifically its best practice) and #9 (Appification of the web) in the JWT, Edelman and Rohit presentations. We then move on to ‘production of consumable content and experiences across platforms’  that connects #93 (Transmedia Producers – faint connection), #4 (Transmedia storytelling) in the JWT and Edelman presentations respectively. And at last, we move on to how it can scale which is brought out through #3 (Developer engagement) in Edelman’s presentation and #7 (Crowdsourced innovation) and #11 (Employees as heroes) in Rohit Bhargava’s presentation.

    While I may not endorse a brand strategy only basis tools, the ‘appification’ across platforms actually throws open the door for marketers to not just satisfy their ‘short head’ consumers in better ways, but explore the ways to reach the ‘long tail’. It allows them to blend or distribute their ‘story’ across platforms and if done well, raise the interest level of their consumers. And an agency or brand manager cannot do it alone. While the idea of crowdsourcing is looked down upon by many, there are enough examples to show that if targeted well and executed with clarity, it can deliver results. More importantly, here, the ‘crowd’ is not consumers, but developers who can re-create the brand’s experience on multiple platforms, and employees who can create a human story that will resonate with others.

    If these possibilities for 2011 don’t excite you, I’ll try again next week, but I really don’t have any more of these awesome presentations to back me up.

    until next time, slide rules!

  • Id+entity

    There was this experiment suggested in ‘Tomorrow’s God‘ – to look in the mirror and stare into your eyes. If you concentrate and hold your gaze long enough you’ll begin to ‘step outside yourself’ and ironically, have a more objective view. Its a bit similar to some meditation techniques, I think, and though I read (and tried) this about 6-7 years back, I remember having thought of things (about myself) that don’t usually surface. But it does lead to a very interesting question – who are you? 🙂

    Is it the job you do or the designation you hold? Or do you define yourself by your nationality or religion? Or the perception you have created among your friends, family, extended family etc? Or a persona you have created among those who you deal with, only virtually? Or the things you consume and the thoughts that arise in your mind? The beliefs, the notions, the perceptions, the likes and dislikes that are created in you over time? The things you say and the things you do? The person you see in the mirror, the physical manifestation of you? All of these are transient, in varying degrees. Even nationality and religion because for me, they are notional. The fun part is, this ‘you’ is the way you see it, the moment you change the point of view, it all changes. So, who do you think you are?

    until next time, identify yourselves in the comments 😉

  • Anek Technovations

    [scribd id=51587940 key=key-21acj3frofcb9rn5dyvj mode=list]

  • Tattv

    The review was first published in Bangalore Mirror. Though the tattv remains the same, the presentation has been changed 😉

    For those familiar with Umerkot in Koramangala, this one belongs to the same family – AST foods. Gautam had mentioned this earlier to me, and given me enough of a glowing recommendation to warrant a visit before the official review. So I dropped in on a Sunday that also saw me ogling at Harley Davidson bikes and merchandise and then dragging the vehicle to fix a puncture. No, not the Harley, my Activa. 😀

    Tattv is on Lavelle Road, just before Mocha, Java City and above Barista Lavazza. That’s one crossroad to be at when coming down Lavelle Road. If you go back, Shezan and 3 Storys, turn left and there’s Spiga, The Egg Factory, (one way notwithstanding) turn right for Khansama and other UB City splendours, and go straight for coffee floods and Tattv. What we chose, is elementary.

    If you, like my guests for the day, agree that valet parking on Lavelle Road is a boon in itself, then consider yourself blessed. A stylised yet understated ambiance, using red, gold and black to good effect. The stone jaalis, the jharokhas and the menu with the golden tinge, all lend a touch of class to the place and ensure a setting that matches the richness of the food. Vegetarians would specially appreciate the different colored drinking glasses. And if you get the seats that face the road, you also get a view of the Harley Davidson store. 🙂

    According to various Indian schools of philosophy, a “Tattv” is an element or aspect of reality conceived as an aspect of deity. Wikipedia agrees, but when a menu says that on the front page, you wonder if the heavy, deity food for thought will overshadow the real reason for visiting the restaurant – the dietary aspect. Thankfully that elementary part of a good dining experience– great food, is completely taken care of at this new restaurant on Lavelle Road.

    The idea here is to present cuisine samplings from across the sub continent and Central Asia, using five culinary elements. So you find Goa mixing with Rajasthan and Kerala with Lebanon in the same menu section. Intrigued? Here’s the menu (click to enlarge)

    As you can see, it consists principally of five culinary elements – Tandoor, Sigri, Tawa, Kadhai and Curries. Though there are enough choices that tempt you to consider a kebab-only meal, there are many main course dishes that will vie for your attention too. The Bhutte ke kebab with its tender corn is a great start for the vegetarians. The Tandoori Tamatar Shorba, though, was particularly bland and conspicuously absent was the tomato flavour. For the non vegetarians, the mutton seekh kebab, with pomegranate as the surprise element, is quite a good choice, as is the Murgh ki Chaanpan, with its dash of paprika.

    Among the main course dishes, the Dal Makhni, was a favourite. But the Dum Olav, though promised as a spicy curry, turned out sweetish.  The Machli Dum Pukht, seer fish stuffed with salmon, and the Laal Maas with an obvious red chilli base, are must-have items. The Murgh Dhaniwal paled in comparison to the non veg titans! The light-as-a-cloud Gilafi Kulcha, and the ghee laden heavy Warqi Paratha are both good, but the Ulta Tawa Paratha steals the show.

    And if all that’s not enough, some unique desserts seriously compound your worries on what to focus on while ordering. there’s no pardon if you haven’t left space for the sinful Chocolate Gujia, and if you’re not really a chocoholic, you could try the Gulab Jamun stuffed with Gulkand.

    On the cost front, for Rs.1500, you could share a non veg starter, a couple of non veg main course dishes accompanied by a few rotis, and a dessert. When you consider the quality of food and the ambiance, the cost does seem justified.

    Tattv gets a high five and is definitely worth a visit on all counts. Great food, classy ambiance, courteous staff and some splendid music together ensure that all the elements are in place for a great experience.

    Tattv, 1st Floor, 25/4, Lavelle Road, Bangalore – 1. Tel: 41552225

  • Brand agencies redux

    One of the ways to measure brand communication is to view it through the prisms of effectiveness and efficiency. I sometimes get the feeling that with time, mass media became more of an efficiency game. Then social technologies came along and forced the marketer to acknowledge (the forgotten) effectiveness criterion. That would explain the resistance to adoption, since communication strategy would have to change to accommodate it.

    A brand manager would ideally like a balance of both though. Meanwhile, somewhere on planet Quora, I voted up our friend Gautam Ghosh’s answer on ‘influence’. Apparently, an old HBR article (2005) had defined influence as a factor of two aspects – visibility and credibility. Considering that a brand is also aiming for influence, I found the connection between visibility/credibility and efficiency/effectiveness very interesting.

    I think the ROI debates are also a manifestation of seeking efficiency, though very few distinguish between cost and investment (I). The good news is that once tools are developed to address this, (I hope) brand custodians will focus on effectiveness too. I was very happy to read Jason Falls’ post about tools that are beginning to address scale too. (Expion and other social media tools to manage franchisee operations) While these tools would most likely scale themselves to accommodate new platforms and technologies that arise later, the bad news is that effectiveness is still something that can be judged only by someone who understands the brand as well as the platform in question.

    A quick detour. I recently started playing ‘Restaurant City’ just to get a feel of social games, and found Coke doing a pretty decent branding exercise there, that integrated well with the game mechanics and experience. The entire social gaming arena is already exploding. Farmville is passe, and Cityville is king. And that’s just one platform. How does a brand manager keep himself in the loop on all this, and experience enough to have reasonably good perspectives? So the idea of filtering experiences in multiple platforms to get perspectives on effectiveness is something I think only an agency can scale. And the more I think of this, the more I feel that this is the opportunity area for agencies – both communication (PR, Advertising) and media buying. I will state the obvious by saying that this is not likely to happen in their current avatars though. Your thoughts?

    until next time, agents of change