An eclectic mix of all things fun - that is what the final day of Goafest was all about. While someone discussed brands, someone else discussed the possibility of mythology and branding crossing paths. Comedy shows and path-breaking cinema were also a part of the discussion on the third and final day of Goafest.
In its 10th year, Goafest 2015 touched upon things apart from conventional advertising. With the way digital is changing the marketing environment, and how entrepreneurs are bagging funds from overseas investors, it has become crucial to address the same for the new bunch of marketers. Similarly, advertising and media planning have shifted focus; and so has the conventional knowledge of branding.
Devdutt Pattanaik, leadership coach, consultant, mythologist
For example, the difference between Hindu Gods Shiva and Vishnu - Shiva is seen as a hermit, one who has severed ties and lives a rustic life, and yet, he is worshipped along with his wife, his Linga is entwined with the legs of the Goddess and his marriage to Parvati is seen as a call to return to the household. On the other hand, Pattanaik explained, Vishnu is seen as a householder, a family man. He is one who has the qualities of a husband, one who is more docile and more domestic. His vahana is the Garuda, which eats Shiva's vahana, the snake. However, while worshipping him, no female deity is needed. He is not worshipped as part of the family, but rather as a singular soul. This is the underlying truth of the two figures, but their branding has been done so that people perceive Shiva as a hermit and Vishnu as the household man.
Alan Moseley, president and CEO, 180 Amsterdam
Meanwhile, on changing human behaviour, Moseley said that reframing problems lets one find better solutions, which, in turn, helps in altering behaviour. "Everyone feels safe with the obvious. But, with the obvious it is hard to shift perspective," explained Moseley. Brands may need to face an apocalypse - a dangerous situation - for them to come out of some rut. When brands try to do something which makes them uncomfortable, it is only then that they create something new and truly clutter-breaking.
Suhas Gopinath, founder & CEO, Global Inc
He confessed that while many know him because of the youngest CEO status, not many recognise his company. So, his task right now is to make sure that his company's brand name becomes more popular than his brand name. Another personal challenge he faces is that as his company grows, with a functional board, many of them do not share his visions of what he expected the company to become. He finally also shared that Global Inc is looking to fund various start-ups and is taking special interest in big data and mobile entrepreneurs.
Vikas Bahl, film producer, screenwriter and director
He feels that, because he loves the team he works with and is excited about going to work every day, he gives his best shot at whatever he is doing. Team work, according to Bahl, also allows one to leverage each other's strengths effectively. Fear, he said, attacks each of us, adding that while he was fearless as a child, as he grew older he became 'saner and boring'.