Sometimes, brands want to be representatives of something more than mere consumer benefits; they want to represent a school of thought. They want to ladder up the emotional benefit to the stratospheric level of a philosophy of life, even gather metaphysics into their fold. Of course, it is a short distance from metaphysical abstraction to gobbledygook.
I have been struck by two recent television commercials, which attempt to offer mantras for millenials. Branded manifestos for materialism, if you will.
It could not have escaped any one's attention that there are two kinds of advertising in evidence these days. Not that a dichotomous view of 'types' of advertising is unprecedented; at one time, the classification of advertising used to follow the logic of Hard sell vs Soft sell messaging. At other times, the categories were defined as being Emotional vs Rational in approach. Even Creative vs Effective (a split sponsored, not surprisingly, by agencies that did NOT produce 'creative' advertising. Until Ranjan Kapur and Piyush Pandey at Ogilvy, put an end to this false divide.)
When a film like 'KICK' with no noticeable - or even token - evidence of logic, gets people to fork out over 200 crores in box office collections, all illusions (or delusions) that man is a rational creature can finally be put to rest. He isn't.
It took the 113th minute to break the deadlock.
Now before you break out into your best Bollywood Bhangra jig, at the mention of the word 'Mundial', know this; that it usually refers to the football World Cup. And the 'l' at the end of the 'Mundial', is not as silent as some famous politicians we know. Though to be fair the impending soccer carnival, which kicks off in Brazil this week, does imply some truly wild dance moves-both on and off the playing pitch.
Disasters hover over entrepreneurs, like bees hover over honey. I doubt there is a single entrepreneur on earth (or heaven and hell) who has not encountered a business disaster. The question is: How do they manage?
Allow me to make you a proposal:
This title of this article is inspired by John Steinbeck's classic book 'Of Mice and Men'. If you haven't read it, get yourself a copy. You will appreciate my title better, then.
So, let's assume that you know a man, with a...errr... problem. You know the kind of problem I'm talking about. The one that happens in the bedroom; the one we all read about and say, "Thank God this hasn't happened to me!" It's the problem that men develop when they have bad jobs, bad bosses, bad cars and bad everything. It's a bad problem that needs a Blue Pill.
This is written without any grudge, agenda or prejudice. This is something spontaneous.
Facebook-WhatsApp deal: Is paying Rs 1 lakh crore for a free app, a Masterstroke or a Maha Blunder?
They sit you down, in a manner reminiscent of school
Assuming that the term 'Business Model' is the same as 'Revenue Model' is assuming that the word 'aspiration' means 'inspiration'. Then, you might as well assume that the surname Singh is the same as Kejriwal.
Let us assume that the two of us are wannabe entrepreneurs and have invented a revolutionary 'ice-making machine'. What's revolutionary about it? Well, we still don't know, but we have some fancy 'concepts and ideas'. Above all, we desperately want to be entrepreneurs!
There is something utterly fascinating about old civilizations. They represent colossal triumphs of human thought, in eras where muscle ruled over the mind. And yet within the confines of such adrenaline infused surroundings, small pockets of cerebral hope tantalizingly blossomed. All because the citizenry within, began to explore interesting possibilities.
There was not a single dry eye at the Wankhede Stadium that day. Millions across the nation paused, at that very off beat non-prime time slot, and perked up their ears to listen to what the little man was saying. Because after twenty four glorious years, Indian crickets greatest flag bearer was drawing stumps on an epic innings. Every emotion laced word seemed to edify the realization; that the nation was losing the one man, whose fortunes had become the topic of everyday conversation, from residential dinner tables to corporate water coolers.
The early part of the fourteenth century, ushered in a magical period in Europe, indeed in all of human consciousness. Following hot on the heels of the depressing mediocrity of the Dark Ages, came an era of outstanding human thought, aptly called 'The Renaissance'.
How many times has a girl broken your heart? Once, twice, lost count? Did you find the 'perfect girl' - the one you could spend your life with, who suddenly vanished?
Exactly this time, this month, four years back, around 9 pm, I was in New York City on a business trip. After a long, dogged and rather unsuccessful day, I was finally on the way back to my apartment hotel.
Lessons from Symphonies