From Customers to Humans

CII White Paper: Self Regulation of Advertising in India 

White Paper from Confederation of Indian Industry (CII), on 'Self Regulation of Advertising in India - A Critical Analysis'. 

This White Paper takes a close look at current state of advertising regulation in the country and analyzes the way forward in further strengthening the same. To contribute towards this important initiative, the CII National Committee on Marketing 2012-13, chaired by Thomas Varghese - CEO Textile Business, Aditya Birla Group, set up a Special Task Force on Self Regulation of Advertising in India which has extensively researched and consulted with several stakeholders while preparing this document.

India's demographic transformation fueled by the consumption led growth and technology revolution, has created a whole new set of market rules. Indian marketers have a great responsibility to nurture the consumption driven demand with sensible and responsible demand generation, including advertising. Hence it is of paramount importance to develop and create an ecosystem which is both flexible and tenacious to enable and facilitate marketers to act in a responsible manner.

We Don't Need No Stinkin' Endorsements

Two social media events this week caused my ISP to shudder with traffic overload. One was the highly publicized, and ill-considered,tweet from KitchenAidduring the Presidential Debate on Wednesday. The second was the launch of the new Endorsement feature on LinkedIn.

In the span of a few hours my Twitter and LinkedIn feeds started to resemble the White House tickertape during the Cuban Missile Crisis.

 Here's the thing, I consider both of them poorly-thought-through, rookie maneuvers.

KitchenAid is another in a long line of "Sh*t, I accidentally posted from my Job not my Private account" imbecilic moves. The social media managers who made the same mistake at theUS Red Crossand forChrysler in Detroitlikely don't have to worry about the FBI, NSA and Secret Service following their every move. Here's hoping Obama is in a forgiving mood.

The launch of Endorsements on LinkedIn had me scratching my head with equal abandon.

Why are you being a Hater Hilton?

Get the complete piece here...

Idea Cellular Engaging Differently On Facebook

A look at Idea Cellular's content strategy on Facebook where the brand has weaved in the power of ideas into each type of content.

Idea Cellular, called BATATA (From Birla-Tata-AT&T) at one time, has seen a whirlwind of survival in the Indian mobile services market. As per this recent news, Idea is the top pick in a report by AnandRathi on the telecom sector and states that it will have higher earnings in the coming financial years. We do not know what's playing on in the rapidly evolving space but we can always see what's happening on their Facebook page.

With a 3.8 million strong community on Facebook, which is nearly similar when compared with other telecom brands, the brand has come a long way in terms of the content that goes out for its fans' consumption.  In fact, its content is a key differentiator if one were to look at the Facebook pages of other players. I'd been watching the page for quite some time now and was really impressed with the idea behind Idea's content strategy.

There is a set weekly pattern with every content being centred around an idea, and as they say - An idea can change your life!

Get the details here...

Challenges for Energizing Iconic Brands

The study in the field of Consumer Behaviour or Psychology has been penned down by Abraham Maslow through his article " Hierarchy of Human Needs". 

Perhaps , the most important thing to take away from Maslow's model , is that all human beings begin with fulfilling their needs at the bottom level of pyramid. However, after the  individuals are satisfied by their lower level of needs, the top level of needs become guiding point in motivating behaviours.

The quick reference of Maslow is important as I believe that his finding becomes the DNA for successful Iconic Brands. Iconic Brands don't only focus on selling "functional attributes" to customers but also work hard to connect with the customers to fulfill the higher levels of self actualisation and self esteem.

The connection to instill "Brand Loyalty" among customers is not getting a customer to consistently choose your brand over others but the same customer will always necessarily believe your brand is irreplaceable. This very thought or situation is the Core of becoming Iconic Brand.

We need to understand brands which created Iconic Status worldwide, how they have overcome challenges to energize and sustain their Iconic Status 24/7.

Get some tips here...

Paul Writer Events

We have 2 very interesting events lined up in the coming month:

Maharanis of Business: A Breakfast Roundtable

8 November, 2012, Kingdom of Dreams

An exclusive roundtable breakfast with the leading ladies of business in India in Delhi/ NCR on 8 November, 2012. Meet with IBMs Sandy Carter and exchange views on leadership, personal branding and the role of diversity in stimulating innovation over a unique networking meet. Co-hosted by Paul Writer and IBM this event is by invitation only 

CIO + CMO Connect - M.IT.R Fellows

8 November, 2012, Kingdom of Dreams 

IBM and Paul Writer bring out another CIO+CMO Collaboration event - for the M.IT.R Fellows (Marketing and IT Recognition). A showcase of success stories of Marketing & Technology integration in organisations. This is scheduled be held in Delhi/ NCR on 8 Nov, 2012. The format is an all day  CIO+CMO Workshop followed by cocktail gala evening to recognize the CMOs and CIOs of organisations where marketing and technology work together towards driving business goals and strategy. 

Do contact us for more information on these events