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    until next time, island this week, i land next week 🙂

  • Brand equity in real time

    Media Post reports that Yahoo’s latest campaign caused its perception among U.S. adults to fall steeply – apparently, YouGov’s BrandIndex, which tracks daily consumer perception of brands, found that Yahoo’s buzz score had tumbled from 35.4 on Sept. 22 to 25.5 as of Monday. Acknowledging India’s growing significance, the $100 million (global) “It’s Y!ou” campaign was rolled out in India too – y!ou couldn’t have missed the “disruptive” frontpage takeover of multiple mainstream dailies or the TVCs. My views on it were expressed in <140 characters

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    Before you take me for some kind of Yahoo hater, I’m not. (Actually, I’m quite a fan of the Carol Bartz style of no-nonsense management – typified by the last few lines here) In fact my irritation with them stems from their relative disinterest towards a few tools that were original pathbreakers and that they’ve had for a long time – most importantly ‘delicious’, but I’ve written about that earlier, and some work on that service has happened since. So, anyway, Yahoo, this is not about you, you were simply a prolongued prologue, and a good example.

    A couple of weeks back, when writing about Wave, I’d wondered  “is brand equity an excuse/surrogate for thin value, and exist only in theory, or until the last good product?” This entire activity above somehow reminded me of that. Brand equity, and the lord knows there’s no shortage of definitions. (ignore the newspaper brand references)  So why did I think brand equity is now a surrogate/excuse for thin value?

    Every brand that enjoys good equity now must have provided ‘thick value’ at some point of time, to its audience. At some point though, did the ‘brand’ take over, and the focus become more on perception management, rather than as an aid to retaining/attracting customers. Is that the reason why brands in many industries cannot find a way past the disruption they’ve been facing – because they’ve been focused on creating brand equity basis communication and superficial value additions, and sticking way too close to the specifics, like competition, and not bothering about the generic fulfilment of a need?(classic example, newspapers and news delivery) Somewhere did brand and marketing communication start dominating the proceedings, at the cost of the basics – a product solving a need/a distribution that increases convenience/the factor that built the equity in the first place? And then did they shortchange consumers by putting a premium on the brand’s equity without delivering value? While trying to build the emotional connect and create a value perception beyond the commoditisation, did the means become the end?

    Take Yahoo for example. By an unfortunate coincidence, last week, GMail replaced Yahoo Mail as the most popular email service in India. I can imagine why. Like many others, I have multiple Gmail ids, and a Yahoo id too. While I open Yahoo because of a couple of e-groups, GMail is my primary communication centre. It has never been static, features and tools have been added to a point where I wonder how I worked without them. (try operating in basic HTML for a while) I checked Yahoo out again, with as fresh a perspective as i could, and didn’t find anything that could make me consider a shift. I still use Delicious a lot, and it still has a lot of equity (in my mind) going for it. Yahoo’s brand campaigns have nothing to do with it.

    Maybe the concept of brand equity had some merit when the audience didn’t talk to each other, but as WOM keeps getting bigger,  push brand communication is bound to become more meaningless. As consumption patterns change, needs change, distribution systems change, as real-time becomes the norm,  and exit barriers and costs for consumers come down, relying on a static and uni dimensional concept of brand equity is bound to be harmful. Also, with fragmenting media, fragmenting audiences, and an increasing importance for ‘my experience’, brand equity will be different things to different people at different times, and even the hazy setof objective measurements in vogue today, would be rendered ineffective. (Yes, it might have been the same before, but in an earlier era, consumers did not talk to each other, and it was easy to push the brand’s equity on to consumers). (Generalising, but) Take a look at the communication and taglines adopted by brands, their superficiality, the efforts that go into forcing the tagline’s emotion/value into the actual value provided, and thereby build/increase brand equity and you’ll see what I mean.

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    Perhaps, product equity will be the only measure that matters, and brand equity will be earned and burned real time, as consumers share feedback and rely on their trusted sources for updates, and historic performances will decrease in significance. (when the Fail Whale comes out on Twitter, evangelists become bloodhounds, or whatever..you know what I mean) And so perhaps, from a brand perspective, its about time that meaningless communication took a back seat, and we went back to the basics of brand equity, that may mean redefining the roles and responsibilities of everyone associated with ‘brand’ as a function. Because if you’re good, they’ll talk about you, and if you’re bad, they’ll talk more about you 🙂

    But you know what, I had more fun when i thought about a parallel. Thought leaders. Replace ‘brand equity’ with ‘thought leaders’ (or personal brand equity) and tell me what you think. 🙂

    UPDATE: Yahoo hires a new agency, tells Ogilvy “It’s not Y!ou”.. Damn, that was fast!!

    UPDATE 2 Meanwhile, a homepage redesign gives them 9% more page views and 20% more time spent.

    until next time, equitable solutions..

    Bonus Reads:

    Braggarts take over the web

    Almost unrelated, but an excellent read – Jerry Yang’s Advice in Interesting Times (via @mukund)

  • Arbor

    Sometime back, when I’d written the post on Onam, I’d mentioned a story that deserved to be told. About an old school pal R who has composed a wonderful soundtrack for a recently released Malayalam movie. He’s been composing for over 2 years now, probably more if you count the non-film work he’s done, but when I listened to this soundtrack, I was glad to note that I was proud of him. No, not pride by association – of knowing him, but actually proud for what he’s done for himself. I was glad for him. And so, I was glad for myself.

    R and I share a history, which starts with a shared birthday, so it used to be that our ‘color dress’  days in school used to be the same. He also used to stay in the university campus, which, in case you haven’t noticed, is a constant handle for my nostalgia trips on this blog. R was obviously a very good singer, actually he was a little beyond that grade too. I still remember the time when for some class talent show, R and I were asked to teach group songs to our respective classes. R did a fantastic job, while i just taught the class the song – everyone sang everything. The difference was harmony. I didn’t know it then, I understood it later. Meanwhile, like me, R also played cricket. My tryst with that bloomed late (high school) and lasted only a few years,  as far as official teams went. I wonder if he did something about it. Oh, okay, I just read through what I wrote. No, I refuse to make myself an underdog on my own blog. 😀

    The learning part of school life was obviously the most important, not by choice, but still….and as those primary/secondary class reports would show, I used to be the topper, modesty be damned. Add to that, the school junior hockey team, quiz, debate, Dumb C later, and being the quorum filler for things as varied as Malayalam recitation and News Reading (yes, we had that as a bleddy competition item, would you believe it!! Maybe I should sue that school, those certificates can be quite embarrassing) and you could imagine why my attention was spread thin. But wait, let’s not overcompensate. 🙂

    Anyway, R and I parted ways when i changed schools, though we used to meet later for most of the inter school festivals, where on one hand, I’d be shouting out Dumb C guesses, and minutes later, would be desperately trying to remember the lyrics for the next few lines I had to sing for the music competition. Once I also noticed him in the Western (Group) music part of the competition, and I went WTF (the school kid equivalent actually) on why there wasn’t a Bollywood part, since the only English lyrics i knew then were …..erm, nothing. 😐 After school we completely lost touch, and a nice little music rivalry, in which he used to kick my a** regularly, except for stray upsets, ended.

    A few years back, a nostalgia wave hit our batch, and a classmates e-group was created. Nice people that they are, they sent me an invite and I joined, even though I’d spent only 5 years in that school. That it remains my favourite school is a fact, though. Anyway, that’s where I heard the news that R had composed his first movie soundtrack, back in 2007. And now begins the role that R played without his knowledge – the reason for this post.

    When i heard the news, a part of me was happy, but that was only a small part. The larger part was insanely jealous. This wasn’t like any of the stars/celebrities I regularly read about, I knew this guy, I had shared the stage with him and competed with him. And here he was, on the way to becoming famous, while I sat blogging about paths not taken!! That was when I looked at myself, and really bothered to take an objective look- as objective as i could be then. I realised it wasn’t the first time that this insane jealousy had happened. From wittier one liners to cooler jobs, the feeling had expressed itself many times, with different people. Sometimes fleetingly, sometimes for long stretches. Each time, it lasted till the mind gave itself a reason to stop being jealous, on why there was a flip side in their lives too. Bizarre ones sometimes, in desperation, but reasons nevertheless.

    But from then on, I have been watching myself. It happens now too, in fact, on one front it is worse, because the proliferation of social networks means that there are more people I am now connected to – Twitter updates, Facebook statuses, vacation photos, all have the potential to get me launched into a ‘why is his shirt whiter than mine’ phase. All this, when on most fronts, I have nothing to complain about in my life, silly twist in my neck, notwithstanding. Initially, I tried to control the envy, give rational reasons – what I have gained and what i have missed on, and deliberately shut out things which would make me well, insanely jealous. From experience, the control is a myth, and the worst part is that it creates layers of denial. The massive risk is the day when it explodes in your face.

    So these days, I don’t control, I admit to myself that I’m jealous, and wherever I can, i tell the other person too. Thereafter, the interaction is a delight. I get to know the hard work they’ve put in to reach where they have, I realise I can be genuinely glad for other people, and there is a sheer joy that can be experienced. Sometimes I am rebuffed by people too. I have also realised that the more i acknowledge, the lesser I get envy attacks.  I still get them sometimes, but I think the path is right. On a tangential front, I am also trying to leave expectations from myself open.

    A strange thought occurred to me while I was writing this. Maybe its just me,  but with this sudden outburst of sharing and connectedness, are we increasingly living out a life that we want to portray to others? A “Hey look, I am happy, everything is perfect in my world” approach. Even the sad statuses are filtered, like the ‘negative things about yourself’ in job interviews. 🙂 How much of the happiness is in the sharing, in the feeling that others might be envious? Are we going that way? If I don’t share and don’t expect any returns, but I can still be happy about something I have experienced/done, would that be joy? And as a next step, if I can  go through the same experience without the baggage of expectations, would that be the objectivity I seek? Each second a new life? Beyond conditioning? Possible?

    R’s story loop needs to be closed, eh? On request, he has sent me a karaoke version of a song I liked in the movie. I have promised to sing the vocals… for myself. And a story that deserved a joyous ending. 🙂

    until next time, R bit ends for now 🙂

    PS: For those reading this on the blog, see that new thingie right below this. USE IT :p

  • Delicacy

    There’s no dearth of tiny value-for-money Chinese joints in Koramangala. But we read quite some good things about Delicacy and decided to have Chinese for Diwali, though I’m still bugged about Arunachal Pradesh. And that’s how we landed up at Delicacy. Its right opposite Kolkata, and for the lazy ones, from the Sony world on Koramangala 100 ft Road, head towards 1st Block (i.e turn left when coming from Indiranagar) At the next junction, where you have a Liberty showroom (on your left) and Tanishq /Silsila on your right, take a left, and then the first left. You’ll find Delicacy on your, yep, you guessed erm right, on your left. Chinese, remember? 😀

    As all the reviews said, this is not exactly the place you’d go for fine dining. Its a place so tiny, you wouldn’t believe it if you saw it. But having said that, its probably the best space utilisation I’ve seen, they’ve managed to fit in half a dozen tables without making it seem congested. Quite comfortable too, actually. But its the food we came for. And they welcomed us with some fried wontons, with a sweet sauce.

    The place serves a bit of Thai too, in addition to the regular Chinese. There are almost 20 soups, most of which have a veg (Rs.55)/non-veg (chicken Rs.60)/sea food option (Rs.65). In addition to the regular stuff, you can also find Pepper Lemon Soup, Laksa Kai soup, and the one we ordered – Delicacy Special Soup. We checked if it was a thick soup before ordering, and were told it was, but when it did land up, it turned out to be a thin soup. The person who’d taken our order apologised and took it inside to change it. It came back in a few minutes, ever so slightly thicker. Heh. Since it was quite tasty, we didn’t feel it was necessary to complain. 😀

    We didn’t actually plan for Momos, but having seen them on the menu, it was difficult to ignore. So we ordered a plate of pan fried chicken momos, and since there were more than a dozen options each of veg (Rs.65/70), chicken(Rs.80-110), and sea food starters (fish, prawns and crab at Rs.110), we had to try at least one, and that turned out to be Spicy Fish with Red Chilly. There was a flood of momos, actually a dozen of them, and quite tasty ones, especially with the sauce given along with them. The fish was awesome, hot and sweet kind, and I’d highly recommend it. We were almost stuffed by then, and we still had the main course left.

    We’d ordered a Sliced Chicken ‘N’ Pickle Chilly sauce (from a huge list of veg, chicken and sea food options at Rs.70, 90, 110 respectively) and a Butter Noodles. There are about 25 options among rice/noodles/chopsuey with all of them having a veg/chicken/sea food option. (Rs.60-100) The Butter noodles was excellent, but we could’ve chosen a better chicken dish.

    All of the above cost us just over Rs.400. Great food, excellent service, and absolute value for money. Even if you don’t want to do a sit-down meal, you should at least try the take away/ home delivery.

    Delicacy, #971/C, Ground Floor, ST Bed, Koramangala, 4th Block. Ph: 41753636/7/25502233

    Menu at Zomato

  • Social Inside

    There’s quite a funny video that has got almost 50,000 views by now on YouTube. It is titled ‘The Social Media Guru’, and in case you haven’t seen it by now, you should take a look, though you might want to keep the audio levels down thanks to the language

    httpv://www.youtube.com/watch?v=ZKCdexz5RQ8

    While the video does generalise and could cause some heartburn among some who work on social media and do good work, the reason I found it funny was because I see around me, a lot of what is shown in there – a preoccupation with the tools/platforms in vogue, and the lack of something as basic as an objective. As always, the tools are less important than the philosophy of sharing, collaborating, and 2 way communication that’s happening not just on social media sites, but across the web, though the former, because of their inherent nature, have taken it to a different level altogether. The combination of a client who has decided his brand needs to be on twitter, thanks to some article he read somewhere (or an even more vague reason) and the social media guru whose answer to any client is a templated Facebook page + twitter account + you tube, is quite lethal – to two sets of people – the agencies/individuals who are doing/interested in some genuinely useful work on the social media platforms and the brands who decide not to take the plunge basis the results of the poorly thought through/executed programs of other brands. It doesn’t help that the medium is still in its nascent stages and everyone is still learning.

    While social media practices and practitioners might be fewer in India, as compared to the US, the challenges faced show very little such skew. I read two posts recently on the subject. Karthik wrote about ‘selling social media engagement in India‘, where, with the experience of working in a PR firm and pitching social media, he looks at the changes he’s seen in the acceptance of social media among clients over the last couple of years, and the key attributes for making the sale. He mentions how an existing communications partner has a ‘door opener’ advantage as compared to say, an exclusive social media agency, which helps them get the right  people from the client side involved in the pitch, and the need for proper articulation and simple guides which could be used by the client team to sell to their bosses.

    In another extremely interesting post, Sanjay writes about “Advertising Agencies and Social Media: The Challenges“. He notes fundamental differences in the way an advertising agency looks at communication, and how communication actually happens in social media. The observations on ‘campaign’ focus, the obsession with perfection (copy), the mechanics of how communication is rolled out, are all spot on, and something that I too have experienced several times while dealing with creative agencies. He ends by mentioning that in the current scenario, agencies keep treating these platforms as broadcast media. That last thought is something I keep deploring regularly here, so I completely agree.

    Now the thing is, while these are all perfectly valid points, I was looking at it from a different perspective. I wonder if, in the entire spiel, social media’s proximity to marketing/communication/brand as a function completely overshadows the cultural transition required by the client organisation. Does it get discussed at all? Even in my post rant some time back, I had only emphasised the usage of social media in the PR, research, advertising disciplines and the different stages of the product life cycle – including sales, customer care etc, and barely mentioned the culture change.

    The subject of a shift in culture is something I have written about in several contexts – from basic thoughts on transparency in organisations and controlling employee communication internally and with the outside world, to the need for organisations to understand themselves and the value they provide before going overboard with listening and acting on consumer feedback, to whether the size and scale of the organisation dictates its culture and its internal and external communication processes,  and the necessity to tackle business problems and look at it as something that needs to be addressed at an enterprise level too and not just at a brand level. The Dachis Group presentation – ‘Social Business by Design‘ illustrates this extremely well.

    I examined it further in the framework of the Awesomeness manifesto, which i regard as an excellent set of fundamentals for organisations, if they want to operate profitably in the evolving business scenario, and in all four of its pillars, I could see the need for a more holistic approach to social media. Its obviously easier said than done. It involves a vision, the zeal and guts to translate that into internal and external business practices- from environment to employee friendliness, training of personnel, readjustment of business goals, hiring people who understand this new design – like say, P&G’s technopologist, who can operate across functions to evangelise it and help apply it in different contexts. And that’s just a few things. Look at an application of this across your organisation, and you’ll see how massive an endeavor it is. Maybe only a few organisations are thinking about it now, but I think it might become an imperative very soon, decided by external forces beyond the organisation’s control. Whether this is spearheaded by the organisations themselves or an external agency would be a decision based on several subjective parameters. Maybe then, organisations will be able to figure out the ‘gurus’ better. 🙂

    So while, it is good to see great social media efforts from brands, I wonder whether more needs to be done to integrate it more fundamentally within the organisation.

    until next time, social nirvana 🙂

    Bonus Reads:

    Customer Twervice by Social Media Explorer (10 examples of companies using social media for customer service)

    Social Media Policy Database (Via Six Pixels of Separation)

    Why its time to do away with the Brand Manager 🙂