Tag: personal brand

  • What makes a full stack marketer?

    On Twitter, GG asked a question that I felt compelled to answer because I have used this on LinkedIn for a while.

    I did borrow the phrase from tech, but sounding cool didn’t quite cover it. 🙂

    To begin with, why do I use it? First, the people I want to connect with on LinkedIn are from the consumer tech, digital marketing and brand domains. This usage would be familiar to them, and would help frame my experience and expertise. The experience straddles the offline and digital space, and has media, FMCG, e-commerce and fintech brands. The second part is to do with the skill sets that I think qualifies one for that description. This is my attempt to elaborate on the latter. The “frontend” and “backend” of marketing. It covers demand generation, lead generation, and conversion but I have refrained from classifying it because it is context-dependent.

    Disclaimer: These are my perspectives of things I have worked on. I do this with the understanding that “as our island of knowledge grows, so does the shore of our ignorance” (more…)

  • Occult of personality

    Recently, Badshah took the rap for allegedly paying for fake views on a music video, in a bid to break a YouTube viewership record. I’m surprised that a lot of folks were surprised! Whether it’s social media (FB, Instagram, Snapchat etc) or media networks (YouTube, TikTok, and largely Twitter too), digital ecosystems have been built around reach. Just like traditional media was. Reach that is then sold to brands and advertisers. Reach that is usually also a poor surrogate for efficiency and effectiveness. That’s why all this reminds me of Goodhart’s law – when a measure becomes a target, it ceases to be a good measure. The unintended but predictable consequences of optimising for the measure. So why do brands still do it? Hey, everyone has KRAs and no time for real outcomes. Output is good enough. Influencer marketing does just that. Besides, a case can even be made for credibility in the audience’s mind. But that’s a separate story. (more…)

  • Personal Brand

    ’10ways to unlock your personal brand’ would guarantee hits, but the problem is that I can’t bring myself to write it. That’s what the post is about.

    The title is because the post is related to me, and the raison d’être of the blog. To give you a quick update, I have been considering various employment options in the last couple of months – not just ‘the next job’, but even at a ‘consultancy vs job’ level. Given the options, I believe I’ll be able to put that to rest next week, at least for the medium term. Since the blog’s existence played its part in providing me these options, I thought it deserved a ‘take stock’ post.

    I had always intended this to be a resting space for my ideas and perspectives. But I have realised that the blog is at best, a strategy, and not an objective. The objective is to tell the world that I have perspectives on the areas I specialise in – brand and social. Notwithstanding my interest in these areas, it has been driven a lot by the same blogging discipline that has kept the personal blog alive for more than 8 years now.

    However, the autopilot discipline, in cahoots with my general nature, has kept me writing more for myself than an audience, which completely goes against the objective. It not only affects the content generated, but the brand/communication strategy as well. I have followed a ‘build and they will come if they are interested’ approach, something that I advise brands and publishers not to do in an era of abundance. Also, I rarely publicise posts beyond a single tweet/ LinkedIn status, and refrain from baiting. (brand or individual) In fact, I very reluctantly started sharing my own posts on GReader only a few weeks back. Bad strategy in the era of aggressive personal brands.

    This thought had been gnawing at me for a while, but hit me when the afaqs guest post happened, and the reactions started coming in. This is a good time to mention that left to myself, the article wouldn’t have happened. It took consistent ‘do it’ pushes from the ever kind and wise Vijay Sankaran for the article to see the light of day. It took just a little more time than the average post to be written, but the amount of people who sat up and took notice was many multiples more than anything this blog had seen. It has also led me to the question of identity and a single web location (unifying the blogs), but that’s for later.

    Considering that time is going to be my most valuable resource going forward, I will need to prioritise.  I experimented with tumblr and paper.li to see if i could produce more content in lesser time (to be used here) and leave ‘heavier’ writing for platforms with more reach. But I realised I would just be adding to the noise, and not being original at all. I like what I do here, and won’t stop. What I might have to do is skip a week once in a while so that I can also meet the objectives I had initially set for myself. Interestingly, the immediate trigger for this post was that while I was writing the original post for this week, i realised it could make a decent article elsewhere. 🙂

    In case you have reached here, I have a question. If you could change something about the posts here, what would it be? Shorter? Better scope for debate? More personal/topical examples? Let me know.

    until next time, happy I-Day 🙂