worldview

Brand with a world view

In Feels & Fields in Marketing, I had written about my view that the sustainable advantage in data driven marketing over the long term might be lesser than an approach where the brand is marketed as a worldview – reflected in thought and deed. A couple of nuances I’d like to point out here. One, the reason I feel so is because from the evolution of digital media thus far, the end game of new platforms/technologies arguably seem to be a version of a “cost per” arms race, and that end game is reached rather fast. Two, I don’t strictly see data and story telling as an either/or. It’s just that I don’t see a lot of justice being done to the latter thanks to the focus on the former, and I also see the dumbing down/tempering of messaging to access a larger mass.

However, I’ll admit that putting down ‘brand with a worldview’ into a generic framework is a rather challenging. But I have seen quite a few examples – personal experiences as well as larger campaigns – that highlight various aspects of this approach. The new POTUS has in fact, provided quite some fodder for this. Hardly surprising, since his usage of extreme stances contributed majorly to his victory.  More

The purpose of brand

The Guardian had an interesting post recently, titled “Brand is becoming meaningless“, it (brand) is being replaced by a company purpose that the organisation can rally around. Yes, there is a study that this is linked to, and quotes. To paraphrase, brand is the effect, not the cause, and that has made it lose its fashionable shine.  Someone should tell Maggi this, they just lost $200 mn in brand value, even as the corresponding goods value is ‘only’ $50 mn! (via) Now, just so we are clear, I am not completely against this thought, all the more because this is something I have been writing about for a while now.

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