Sunday, 14 November 2010

Branding!

Its been quite some time since SME/SMBs across the globe have been blamed of not giving enough importance to building a brand, however not many have come forward to educate them and change their mindset. However the worse thing is that there are bigger brands which are equally negligent of brand building and these are brands who have the muscle power to flex but its the focus which is missing. They do have brand managers from some of the best marketing and advertising schools but still make enough mistakes. Some of the most well known organizations follow what even an SME wouldnt dare do, check these

1. Facebook – I know lot of you would already have decided to junk this write up, after all who on earth would think facebook to be a bad brand. But consider this – how many of you are happy with privacy policies of facebook. Since Jan 2010 many factions of people have come out and revolted against facebook privacy settings however Mark Zuckerburg believes that the world has changed, that it’s become more public and less private. There are a lot of voices coming up against facebook and not many people like what they are doing (however everyone is still using it) it surely is on a thin ice! I hope there’s not another Myspace coming up!


2. Cold drink brands – Pepsi, Coke, Sprite etc – Another shocker :) Ok imagine you go to a shop and ask for Sprite and he gives you 7Up, would you drink or leave it! More than 90% of people would go ahead and drink it! Good brands are irreplaceable is what we were taught :)


3. Cafe Coffee Day – This is my fav “bad brand”. All of a sudden we found out CCD changing logos and then you realised some of the merchandise in their outlet still had old logos. Excuse them, who wants to waste! Over 5 months since the rebranding happened – go to MG Road in Bangalore or Delhi Airport – same old logo hanging around! If some one is listening, guys pull your socks.

Though i agree SMEs/SMBs haven’t focused on branding but they are not the only ones to be blamed!

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Wednesday, 13 October 2010

GAP bows to the crowd!

With the crowd sharing in a torrent of criticism on social networks, GAP decided to go back to the old blue. There were thousands of tweets and Facebook updates deriding the new logo design and the company was quick to accept the power of crowd and even went a step further asking people on its facebook FAN page to come up with design suggestions calling it a “crowd sourcing project”, once again proving Jeff Howe’s theory on power of crowd souring.

Jeff in his book on crowdsourcing has mentioned that it’s the crowd which will drive the future of business and GAP is a classic example where social media mobilized the crowd to forced GAP to scrap the new logo. Jeff had used strong examples like why companies as big as Procter & Gamble repeatedly call on enthusiastic amateurs to solve scientific and technical challenges? How companies as diverse as iStockphoto and Threadless employ just a handful of people, yet generate millions of dollars in revenue every year? He defines, "Crowdsourcing" as a phenomenon through which power of the many can be leveraged to accomplish feats that were once the responsibility of a specialized few. He shows why the crowd is more productive than a talented individual.

99designs which is one of the largest creative marketplaces provided a platform to designers who wanted to share feedback and designs to GAP, informally, and saw over 4500 logo designs submitted in last 5 days. The winning logo will be decided by community vote and will be provided to GAP management as a gesture of goodwill.

A quick take on GAP’s new logo effort

  • For a B2C brand which is driven by the consumers, crowdsourcing is proving out to be a strong contender for marketing campaigns and brand building exercises
  • With more than 5000 entries in 5 days it might be a better option to try a closed set of participants rather than going out to the complete crowd.
  • Brands like GAP needs to understand the role of experts along with the end consumer who need to drive the crowdsourcing campaign
Creative crowdsourcing platforms like 99designs, crowdspring.com, geniusrocket.com, jademagnet.com and others have found acceptance in form of not just SMBs but also big brands like Unilever, Pepsi, Dell which are changing the way they market, to incorporate more crowdsourcing and opportunities of co creation clearly putting a challenge to top down traditional businesses who have been resistant to accept the rising tide of these nimble, young companies which are pouncing on the opportunities.

The advantage of disruption is how most of these crowdsourcing companies portray themselves and I think consumers are now coming to the terms of this changing guard.

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Tuesday, 21 September 2010

Journey so far....

There have been many folks who have written on how entrepreneurship is challenging, how it’s exciting but risky at the same time and many decided to pen down their own successful journey. However one thing which we haven't seen is entrepreneurs who haven't succeeded or who are struggling take time to share what is so good and bad about entrepreneurship.

Frankly, these struggling CxO's have either not been invited or they are busy finding business to survive the next month.So i thought let me share the fun, excitement, risk, guilt, pain, joy, challenge that i have faced in my trial as an entrepreneur. No no, that doesn't mean that my venture didn't do great or i decided to write without worrying about cash flows for next month :). I am yet to be a part of either of the two classes or for that matter any class!.

Any ways, one thing i am sure is that Entrepreneurs are disruptive folks - when i was completing my MBA my only aim in life was to earn money and settle in western country and so luckily or unluckily just when I thought I was on track, but disruptive mind work up and decided that there’s no fun if things go as per plan and so i landed up leaving my job, some decent cash and a nice lifestyle to be on roads selling things in Indian cities. Whether it’s a brave decision or not is yet to be seen but the impulse to create disruption is what pushed me.

Other important thing about entrepreneurs who have managed to get some decent management education is their ability to build on "intellectual wisdom" , which they call with a different and more familiar term as well. So when ever my partner and i got time, especially when you don't have a client to listen to you, we started thinking what more we can do. So from designing logos we were soon printing advertisements on Pizza boxes and tissue rolls. Whether it results in some end product or not, the climax of it all is what makes you feel – yeah, we can do it!

People say entrepreneurship is all about unpredictability - i say it is not. Its the most predictable kind of work that one can do. As an entrepreneur there's so many things which you know would happen, unless you are trying to fool your mind and think you are some superman - clients would never treat you well, your end product will never be up to the satisfaction level of the clients, if you have vendors they will squeeze hell out of you and your employees will think you are one waste fellow who is dumping work without earning money. Can it be more predictable?

Ok, now another wonderful thing i noticed - i know i have quite a few in a short span - Go to an old timer and he will behave like one saint who has kept every step after measuring every cm and he will ensure that he gives you enough gyaan to make you feel - Do i know anything about entrepreneurship? Don't worry, take it with a pinch of salt and erase the history. And don’t forget, come a media channel or let someone ask for a press release from us – we youngsters, I feel good calling myself a youngster, become an old timer in no time.

Then if you are a young startup you will enjoy your freedom but as you slowly start growing there are too many things which needs to be taken care of. Margins and Revenues are not the only thing, statutory compliance, board meetings, targets – the only difference from a corporate world and entrepreneurship in this form is that if you are in corporate world you would be seeing someone’s life getting miserable but if you are an entrepreneur than someone will look at you and quietly observe your life taking “that” direction.

Moving away from direction, be prepared to be away from some quick cash as well. Entrepreneurs who don’t take a hit on pocket are not entrepreneurs J. So unless you fight with you family for money, or ask your wife to earn that extra buck, you haven’t struggled and hence you don’t have anything to write in your biography or journey when you grow big.

However, as everyone says - Its fun and going through all these things is what makes this journey special. If you are struggling you might not agree, even i don't unless it’s the day when the lady luck is smiling.

All said and done, like everyone diplomatically ends a speech I need to do something similar to my article, there are risks, the path isn’t rosy but then it is the sense of satisfaction that you get even after achieving a small thing which makes up for all this. I am trying to build what could be world's only end to end creative crowdsourcing ecosystem - Jade Magnet and when I realize that I have worked with 150 clients, helped at least 300 providers get access to clients they wont have been able to, created interest in 3000 providers to knock doors of Jade Magnet – I sleep with satisfaction that i only read about when I was in the luxurious corporate world.

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Saturday, 30 January 2010

Collaborative Marketing

I dont know if such a word exists or not but the idea of sharing information amongst each other and then publishing the same information amongst a wider group of people if like collaborative marketing. Considering startups who are hungry for reach and always cash strapped this is an amazing way to build your brand cost effectively, much like "No Money Marketing".

Such an idea was shared by Founder of SportsKeeda.com, Porush Jain. SportKeeda.com as the name suggest is an amazing platform to provide all information about sports and for a change its not cricket centric, so you will find badminton, basketball, TT and many others. With forums, magazines and options of becoming an author on the platform there is a hge body of knowledge when it comes to sports which is available on SportsKeeda.com

Back to Collaborative Marketing, it not only gives you reach at low cost going via such a mode gives to access to a genuine set of people as well. You could also consider this as another form of SEO!

All in all amazing idea and if implemented well can really help people in their marketing efforts!

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Tuesday, 26 January 2010

Friendsourcing

Read this wonderful aricle on Friendsourcing by Eirc Swayne.


After outsourcing and crowdsourcing, looks like Friendsourcing is going to be the next buzz word. Eric extremely wonderfully explained how the advent of crowdsourcing helped companies like "Google" build their algorithms and master the search on worldwide web. Wisdom of crowds helped Google build its essence - simple, quick and accurate.

But important thing is the search results shown by Google arent the customized ones. Looks like everything on earth will be customized. Yes, so when you search "crowdsourcing" you will end up getting the same results what someone else might irrespective of the fact that you were looking for crowdsourcing in design and i was looking for something on technology. Thats where power of friends - "my crowd" will come into power.

If there are some specific key words or articles which my friends have liked in past and have voted for it, those should appear higher on my search results. So more the number of friends talking about brand or specific stuff will help me yield better and relevant search results.

Loved the overall concept & i really hope "Google" can implement it!

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Tuesday, 19 January 2010

Engagement Vs Awareness

Was reading an article on what all you should not do while engaging in social networking sites and one of the points that was covered in it is how people have continued to advertise on social media or digital world in the same way as they used to do it on print media.

However the important thing is that there's a huge difference between internet marketing and the conventional print media marketing. Digital or internet marketing is more and more about engaging people - getting people to discuss, talk about things, converse amongst themselves, argue and share perspectives and hence a "Call for action" is a must for all your advertising on internet, whether its through social networking sites or animations/flash on your website.

Go back 10 years and think how print media marketing used to work. The purpose then was to create awareness and eventually lead to sales/action but that wasnt the immediate aim.

Real Estate is one of the verticals, especially in western countries, which has gone ahead and have continued to market themself in the same way on both advertising mediums and havent been able to successfully leverage the efficiency of digital space.

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Wednesday, 13 January 2010

New Age Marketing - NASSCOM Event

Happened to attend the "New Age Marketing for Rapidly Growing Companies" an event organized by Nasscom in Bangalore. The event was centered around the kind of collaterals, new marketing techniques, importance of content etc.

Event Speaker Peter Yorke is founder of Yorke Communications and was earlier Vice President Marketing at Oracle Financial Services. He shared some really amazing ideas and thoughts from his parctical experience making the entire event lively and interactive. He was quick to point out the new marketing techniques including internet marketing for branding your product and services - much like "No Money Marketing". He also shared amazing examples on content and how relevant content is king - he did mention reducing iflex website pages by 55%.

The best part was some examples around illustrations ..just loved them as they kind of also gave me direction on how we can probably convey the key messages to our stakeholders at Jade Magnet.

Overall it was a nice event but i think the timings and space were a little cramped up...leaving very little rather no time for networking and meeting other like minded souls!

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