• Brand with a worldview – Part 2

    I think my first thoughts on the subject appeared in 2012 – Mean better than average, featuring Cleartrip, who had put a non-customer in place with sarcasm after a polite conversation failed. It took another 5 years for a redux in Feels & Fields in Marketing. The framing was that if the end game was for the brand to be the first choice when a consumer thinks of the category, what would be the strategy in a world of attention scarcity? Using the powers of targeting and personalisation to catch the customer at the right time and place (medium + stage of a funnel) with the right messaging, or having a world view that is so relatable to a kind of customer that the brand becomes entrenched in his/her mind? Or both?

    I followed it up with  Brand with a worldview, which had examples from the Super Bowl 2017 ads, many of which had an overt or covert political stance. My inference was that we are largely irrational creatures, and absolutely prone to confirmation biases. We’d love our brands to echo our world view… Smart money would be on brands that can use data to glean consumer sentiment beyond domain, and leverage that understanding when forming a world view.

    This post takes the thought forward, and I have framed it quite simplistically with 3 aspects – customer, competition, and company. We also have a hot example to embellish the hypothesis – Nike! Tons have been written about its latest adventures, but let’s just overdo it anyway. (more…)

  • Arirang

    Korean has been a favourite cuisine for a while now, especially after the Apgujeong experience in Hong Kong. Kammanahalli’s cuisine range has been proven to us these last few months thanks to a couple of visits, which include a lot of “Oh, we should try this one” on our way to our destination! Therefore Korean in Kammanahalli was only a matter of time. Arirang won over Thran this time, and off we went on a balmy Saturday evening. We reached there by 6, but it was already nearly full. We could only get the normal tables and not the floor seating. 🙁

    Banchan arrived even before we placed the order, and we munched on those. We asked whether they had makgeolli but they didn’t, so Soju it was. (does anyone know where one can get the former in Bangalore?)

    collage 1 (more…)

  • Daemon

    Daniel Suarez

    OMFG! That was one fantastic ride!

    An obituary of a genius gaming tycoon gets published, a program, or rather a complex logic tree system, is activated, and it begins its not-so-slow journey of taking over the world! The concept of a person infiltrating and controlling (and even micromanaging) people, events and corporations, after his death, doesn’t seem as far fetched once you get on this roller-coaster of a book.

    The immense tech knowledge that the author clearly possesses, meshes with a worldview that I definitely could relate to, and is nuanced with some very humane moments. It is as much a commentary of technology’s impact on society and individuals as it is an absolutely racy thriller that paces itself superbly. Pretty much an MMORPG set in the real world! What’s interesting is that at a certain point, it becomes very difficult to decide what the villain is – the Daemon or the government-military-industrial-corporation nexus that it seeks to destroy. The characters that fight for and against the Daemon are also an interesting bunch, with their own complex backstories, and sense of loyalty.
    I thought this would be classified as cyberpunk, but apparently there is a thing called post-cyberpunk. Whatever it is, I can’t wait to read the second part of this amazing story!

    P.S. Somewhere in between, the author also manages to explain the reason for evolution deciding on sex as a means of reproduction! Fantastic stuff there too!

    Daemon

  • Finn, Tolstoy, and happy families

    “You’ve heard that line about all happy families being the same?”

    “War and Peace”, I said.

    “Anna Karenina, but that’s not the point. The point is, it’s untrue. No family, happy or unhappy, is quite like any other.”

    I read this in The Woman in the Window by A.J. Finn recently. I use the Anna Karenina principle quite a bit in many contexts and discussions. In fact, recently, while reading Guns, Germs & Steel, I realised he had used this framing too. To put it simply, there are x number of conditions that definitely need to be met for something to succeed. The ‘something’ could be anything from origin of life to economical supremacy, and the ‘x’ conditions would change with that context. But in a given context, only those who fulfill all the x conditions will succeed.

    Naturally, as a believer, I was miffed by Finn’s (character’s) statement. But, could he be right?

    As I write this, D and I are a day away from celebrating 21 years of being together, 15 of them in a married state. Speaking of state, Kerala in the late 90s and early noughties, much like other non-metros in India, wasn’t friendly to intimacy or dating. In fact, the reaction to our relationship was actually a combination of the two – intimidating! Especially since a couple of religions were involved. Anyhow, here we are, 21 years later – happy.

    The stage was set for a thought experiment. Are we happy in the same way other couples are? I’d think not. I don’t really have data, so I will use  a simple non social-media-posturing observation. There are a lot of happy families with kids.* We chose not to succumb to that genetic pressure. So we’re different from other happy families. Does that mean Finn is right, and Tolstoy was wrong?

    I think it just isn’t as binary as that. Tolstoy was right because if one figured out the conditions that need to be met for a happy marriage, I have a feeling the successful couples would be meeting them (children most likely will not feature in that list). Finn is right too, because the way in which the couples met them would be drastically different from each other.

    In any case, I don’t think we have found an objective framing of happiness to begin with!

    *There is interesting data (Google searches and experiments) to show how “kids bring happiness” is just belief transmission for evolution’s needs and not the truth it is portrayed to be. But people have their own narratives of what happiness is, so I’ll leave it at that. 

  • Punjabi By Nature 2.0

    Half a dozen years ago, we had visited Punjabi by Nature in Koramangala and really liked it. When we moved to Whitefield, we were happy to find one here as well, but that was such a bad experience that I don’t think I even wrote about it. That was why a visit to the new outlet named Punjabi By Nature 2.0 was warranted. This is on the 4th floor of the Park Square Mall, next to the food court. The decor elements are definitely of a different style from the original – more modern, vibrant and colourful. But the terrace section was what we loved the most, especially the bar stool seating along the edges that offered us a fantastic view! One of the factors that guarantees a repeat visit from us.

    We decided to try the Hefeweizen and the Blonde Ale. The first was the standard german wheat and fairly decent, though it didn’t really have the banana and clove flavour it promised. I really liked the Blonde Ale – balanced the malt very well and went down smoothly. We wanted to try the Marzen too but that wasn’t available. Only 3 out of the 5 craft beers were.

    collage 1 (more…)