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.
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.