tag:blogger.com,1999:blog-96436442024-03-19T09:17:45.022+05:30Public Relations and Communicators BlogThis is an open-for-all blog for any public relations (PR) and corporate communications professionals, communicators, and anyone else interested in communications or PR. PublicRelationsIndia blog is managed and run by N. Chandramouli, CEO of Blue Lotus Communications (a Comniscient Group company), a three-time 'Agency of the Year' (2010, 2011 & 2014) awarded agency. N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.comBlogger55125tag:blogger.com,1999:blog-9643644.post-8525514451379445432018-06-16T22:47:00.000+05:302018-06-17T00:11:57.908+05:30Journalism, whither goest thou?<div dir="ltr" style="text-align: left;" trbidi="on">
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Recently, I interviewed a young journalist wanting to turn to public relations as a profession and I asked her two questions. The first, why she joined journalism received an appropriate, though expected answer - 'To give a voice to those who cannot speak for themselves', followed quickly by 'It is perhaps the only profession in which you can be fearless and work towards correcting the wrongs you see in society.' </div>
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<span class="im">I gave her a smile, and lodged my second question. 'Why then do you want to shift to Public Relations?' She remorsefully replied, 'I'm disillusioned.' </span></div>
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<span class="im" style="color: #500050;">That conversation, in a nutshell, sums up most of mainstream journalism today. Viewed from the outside, most see a brave, determined journalist standing up for the truth, upholding the 4D principles above all - Detect, Discern, Doubt and Demand. When seen from the inside, most journalists have experienced persuasion - bordering on mild coercion disguised as 'advice', management encouraged 'self-censorship', editorial bias and/or complicity, interference of 'Response' - the benign name given to the media advertising departments, not to mention the sometimes direct threats and forced resignations. </span></div>
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<span class="im" style="color: #500050;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0iURxUnTZQZXLgt4IsFvmXeRPgToOrQD-YH7wr9IzJROugSJ4vW2Pt1iJEtFIgUG3H7Zxqru2ub9tnvLLJGPY76_XkjtDgYSJhNiRJsD5eTKIuUGH6O4AK8RiJO2F9NXtp2gloA/s1600/newspaper.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="166" data-original-width="304" height="109" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0iURxUnTZQZXLgt4IsFvmXeRPgToOrQD-YH7wr9IzJROugSJ4vW2Pt1iJEtFIgUG3H7Zxqru2ub9tnvLLJGPY76_XkjtDgYSJhNiRJsD5eTKIuUGH6O4AK8RiJO2F9NXtp2gloA/s200/newspaper.jpg" width="200" /></a>Today, much of the Indian media is under corporate control. Network 18 (CNBC, Colors, Firstpost, MTV among others) is owned by Mukesh Ambani and Reliance Industries; Hindustan Times Group (Hindustan Times, Mint, Hindustan, FM channel Fever and some more) by the Bhartias; Zee Group by Subhash Chandra; Sun Group by the Marans; and this is just a list of a few. </span></div>
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Every corporate entity is careful about, if not completely fearful of, how media can impact them. From my 20-year PR experience I can staunchly aver that a negative media story tops among their biggest horrors. It's no wonder that investment in a big media house makes flawless business sense. And, those who cannot or will not invest in a media house, know that similar influence can also be exerted through threat of moving the advertising budget. The less pronounced journalistic Ds have their origins here. </div>
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<span class="im" style="color: #500050;">The recent Cobrapost stings show the face of the media owners and revenue generators - those with a love of lucre. The journalists from these publications (and journalism as a whole) are the victims. Victims because, the trust that most journalists so ardently strive to protect in their media, has been tarnished. As a consequence, so has their profession. Public Relations agencies too have become inadvertent victims. News - once seen as the unassailable truth, has come under intense scrutiny. </span></div>
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<span class="im" style="color: #500050;">As always, in such chaos too there is opportunity. I see opportunity in journalists reemphasising their role, independence and importance in editorial rooms. I also see opportunity for PR agencies which have stayed the ethical path despite all pressures to create awareness among disbelieving businesses, about the real and true nature and role of journalism. I also see it as the propitious moment for independent media, like Cobrapost - the paid-media sting originator and others that strive to keep up journalistic integrity, to establish themselves strongly as alternatives to the mainstream. As for the readers, I see a chance for choice - the choice to not follow the herd - to let their money follow their beliefs. </span></div>
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<span class="im">If any of these four stars align, the vested interests will follow suit. Else, journalism will be snuffed out. And so will Public Relations. </span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com1tag:blogger.com,1999:blog-9643644.post-78556610826222611582018-05-15T03:12:00.000+05:302018-06-16T18:11:24.308+05:30Swara Bhasker: An amazon warrior singing a tune of fortitude <div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: 12.8px;">It is not every day that a brand gets tested such. It’s an uncanny coincidence that a brand which bears the name Amazon, a name depicting the legendary female warrior race, believed by ancient Greeks to exist on the edge of the known world, comes face-to-face with a modern day social warrior living on the edge of her beliefs. Like every human or brand battle, this one too is about courage, convictions and beliefs.</span></div>
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It is important to bring the episode to fore, lest the discussion become an anesthetized one about a brand and its ambassador. The incident which Swara Bhasker tweeted about is a blood curdling gang-rape of an eight year old, by a man, his son, his nephew, and his friend, repeatedly over four days. The girl was kept alive with this single gruesome purpose and finally strangulated, and her head stone-bashed to doubly ensure her end. Swara tweeted “I am Hindustan. I am Ashamed. #JusticeForOurChild #JusticeForAasifa. 8 years old. Gangraped. Murdered. In ‘Devi’-sthaan temple. #Kathua and lest we forget #unnao Shame on us! #BreakTheSilence #EndTheComplicity #ActNow”</div>
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I too should have tweeted, written and shouted against such a barbaric act. I didn’t. Many more should have. They didn’t. But Swara did. She showed courage in her convictions. However, there were the many others who felt that her tweet was unpatriotic, and some reflected that it was against their religious sentiments. Try as I did, I could not read any such meanings in Swara’s tweet. </div>
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A brand and human are similar in many ways. To have a strong identity, both need to have fortitude and grit to stand by their convictions, values and beliefs. A brand and a person reveal their character by the stand they take, and it gets even more exposed when the stand taken is in the face of extreme adversity. </div>
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We already know Swara’s stance. Amazon’s reaction, when it faced the brunt of ‘uninstall’ threats by belligerent sections of the audience who bandied her association with the brand was to, swiftly but discreetly, disassociate with Swara by deleting the promoted tweet she had been signed up for. With this one muted delete click, Amazon ended up displaying a character of their brand, which many will paint as insensitive. Some even went to the extent of calling the brand spineless. The threat to ‘uninstall’ came again - this time from a more deeply hurt customer base of Amazon who were aligned with Swara’s tweet and thought. </div>
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Customers buy brands (and from brands, in this case) they perceive to reflect their own personalities. And when a brand personality dissonance is encountered, the pain felt can be real and deep, often leaving lasting trust wounds. The immediate solution for Amazon in such a complex damned-if-I-do-damned-if-I-<wbr></wbr>don’t situation is not easy. The only way to handle it, in such a case, is by clearly acknowledging the brand character Amazon wants to project of itself, and then to take a strong, convinced stance on it. No matter which stance Amazon takes, it has led itself into having a sharply divided audience. That cannot be undone. Now it is just a matter of knowing and understanding which side it wants to be seen with. </div>
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The need to protect the brand’s customer trust at any cost is perhaps best understood only by those who have lost it. Regaining trust for brands after losing it can be extremely tough and tedious, apart from it being costly, causing direct and real market erosion. Amazon or any other brand for that matter, if they want to avoid such ignominy in the long term, must strongly consider giving a brand trust expert a seat on the high table along with their other top management. The real need is of such a voice for the brand in its own internal debates, one which can give a sane but strong opinion in all matters which impact the customer trust quotient. </div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-30240776406207439722017-01-07T19:45:00.000+05:302017-01-09T15:24:56.473+05:30Is print media dying?<div dir="ltr" style="text-align: left;" trbidi="on">
When a newspaper like The Hindustan Times shuts down its editions, 4 of them simultaneously, letting go of nearly 1000 people (as reported in the media) it does so because it is seriously considering its future options. At the same time there is news of large regional media houses like the Kolkata based ABP cutting down staff by 40%, creating a frenzy of speculations, including many professional orbituary writers inking their pen while anticipating the next business demise to be that of print media. At the same time, there are reports to the exact opposite like the recent World Press Trends Survey 2016 which have globally shown 4.9% growth over last year largely on account of the growth of print in India. Sometimes, these two situations seem quite contradictory, throwing all print media related businesses into a tizzy. <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXLTCJrutUIMl1c810lQOHT6Fbp7Qxo0FGhFPWmcv6BvWGyFJMOYKXiXa5Kuk86GhRAM_p7Q7DVb2Q4BFT7FcANP0NQUWoZMZyDqkYQHI3hScR3KyWQgfayCIfHGaea7ROipMdCg/s1600/Printmedia.jpg" imageanchor="1"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXLTCJrutUIMl1c810lQOHT6Fbp7Qxo0FGhFPWmcv6BvWGyFJMOYKXiXa5Kuk86GhRAM_p7Q7DVb2Q4BFT7FcANP0NQUWoZMZyDqkYQHI3hScR3KyWQgfayCIfHGaea7ROipMdCg/s320/Printmedia.jpg" width="320" /></a><br />
<br />
I have been in businesses that are considerably dependent on print media and, if print media were to shut down tomorrow, three of our group's five businesses would suffer substantial damage. So this discussion is pertinent and important to our group and I do spend much of my time building scenarios and possible strategies to overcome such outcomes. One other grassroot input for me is also from the discussions I regularly have with our newspaper vendors to understand how their curbside business is doing, since it gives an insight into the direct buying behaviour of people. I have been doing this now for over 2 years, which while may be statistically unacceptable as a data set, but does provide a from-the-stands perspective.<br />
<br />
Let me begin by saying what the newspaper vendors tell me - and for those who are like me, in businesses that depend on print media substantially, brace yourselves. In Mumbai and Delhi, the curbside newspaper vendor business is down to about 40-60% of what it was 15 to 18 months ago. Another current fact - the Demonetization drive has put a axe on their already bruised backs and on top of their reduced newspaper sale, the sale of magazines which cost more than Rs. 100 is down to 20% the same period a year ago. Most want to get out of this business, but unfortunately, they do not know much other than this trade, and are also unable to risk any other business for fear of losing even more.
Reading this far, most would have got the feeling that it sounds like the end of print media.<br />
<br />
However, conclusions cannot be that simplistic or linear. All in all, the print story will be discussed, with consolidations, experimentation and evolution for the next decade. In my opinion there will be a two directional impact on the print media in India over the next 5 years. With the time spent on print news getting lesser and lesser, in metros they are likely to go through pressure of reducing readership, where some readers will move to digital subscriptions of the same papers, which I estimate to be about 15 to 20%. Many of the rest, will depend on free news that is widely available through the internet.<br />
<br />
On the other hand, in the Tier 2 and Tier 3 cities, the rising literacy will help grow local news publications, a trend which can be expected to continue for the next 5 years at the same pace, and with reducing pace over the 2 years thereafter. In the same time, the digital access and digital literacy gap and language gap is likely to get reduced helping many from Tier 2/3 to leapfrog to news-over-the-phone. However, please keep in mind that these are merely reducing trends and not a prediction of the demise of print. After all, even now more than 50% of people in US consume news from only one source - Print and the reduction in readership has only started two years ago. (Pew Report - http://www.journalism.org/2016/06/15/newspapers-fact-sheet/)<br />
<br />
But there will be shooting stars in print media too? Some of them will continue to grow rapidly over the next 5 years. These are likely to be niche publications, either for a language, region, sector or community. Five years from now will probably be one of free newspapers, like the Metro, which will survive only on advertisements. But be it subscribed, nice, or free, even in the very end of the print media, even if it were going through its last painful throes, you'll find me, even if I were the only one , reading a printed newspaper while sipping my morning tea. </div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-79298573087751783162016-11-10T11:01:00.002+05:302018-06-16T18:56:49.830+05:30Is it time for a Brand Trust expert on the Board<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifHfxEWEzmspdVtNLPxZJurUrhArsLZw-HvIzOjbTU1IT2FaAm3nm1zHbgjBSaCjs4v4H0m_d67_FmV1-YzkUkm6aaxPEQ9kdgdqHI0SRclLWge5E8wRVkuzGMwjRm7PyncPZj3A/s1600/boardroom.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="125" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifHfxEWEzmspdVtNLPxZJurUrhArsLZw-HvIzOjbTU1IT2FaAm3nm1zHbgjBSaCjs4v4H0m_d67_FmV1-YzkUkm6aaxPEQ9kdgdqHI0SRclLWge5E8wRVkuzGMwjRm7PyncPZj3A/s200/boardroom.jpg" width="200" /></a></div>
<div class="MsoNormal">
<i>(also appeared in Firstpost) </i><br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">The recent Tata boardroom spat has
spawned many faceted discussions, and one of these has been on the appointment
and role Independent Directors – an aspect that not only concerns governance,
but also Board room expertise. Like many, I spent a considerable amount of time
wondering what the boardroom discussions would be like, extrapolating from the
little information that was available. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">To emphasize the need for expertise in the board, the rules
for appointment of independent directors of a board under the MCA Act require
the independent director to possess appropriate skills, experience and <i>knowledge in one or more fields of finance,
law, management, sales, marketing, administration, research, corporate
governance, technical operations or other disciplines related to the company's
business.</i> It is quite clear that expertise (and not just experience) is one
of the necessary qualities of the board. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">The question that kept coming back to
me was whether it was possible that the board of Tata did not see the repercussions
of their actions on the brand and the trust it carried for 150 years? Or is it
that counsel prevailed to decide that this action was worth the risk to the
brand? Was the Tata brand not important enough to be a the core part of this
discussion? Or was it that the people in the room did not enough expertise to
understand what would be the impact on brand trust, other than in the
simplistic ways that everyone does? I think the last is more likely than any of
the previous options.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">My argument is that the board has
experience of maintaining trust in brands, and in Tata’s case, perhaps the best
the country has to offer, but the board did not have the <i>expertise </i>for understanding Brand Trust. Because the one important
outcome of this Tata tiff is that the one word that Tata was synonymous for,
Trust, is definitely lost some sheen. Can Tata regain the trust? <i>Of course.</i> Will sales be affected? <i>Of course not. </i>But the question is could
the ouster have been handled differently? I think, everyone including the board
which took the decision will not deny that possibility. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Trust is an aura, a halo that the
brand carries around it, and that halo around the Tata brand just does not seem
as shiny as it was a few days ago. This, unfortunately, is not just an
intangible as the Rs. 24,000 crore market-cap loss of the Tata shares in only
three days after the announcement goes to show. Trust is the confidence that
one places in a brand, even when nothing else exists – no products, no people,
no assets. If Tata can traverse from salt to software, it is on the basis of
the trust that is placed on two simple alphabets, repeated – T A T A. If the
board did not see these four alphabets, the brand, just as one sees a living
person, as something with a soul - quite independent from what the current
interim Chairman carries as a surname - then the gap in expertise in the board
room is evident. Trust is so potent that it is immutable and lives on beyond the tangible, physical
aspects of the organization and the lives of the people who build it. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">If the board cannot or does not protect the brand trust that
is responsible for everything the brand is and does, even perhaps the reason
that the independent directors are hold the position, then it is not a
sufficiently equipped board. The need of a Brand Trust expert on the board is
not only important, but now an imperative that brands like Tata, Nestle, Volvo
will probably testify to. It is time to rethink the boardroom indeed. <o:p></o:p></span></div>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span>
<br />
<div class="MsoNormal">
<br /></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com1tag:blogger.com,1999:blog-9643644.post-36251223274251494052016-08-05T12:07:00.002+05:302018-06-16T18:57:12.496+05:30On Mitigating Brand Risks with the Power of Brand Trust<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBX0umRkRufpdeCnSOD-RjB_gBvQkbjehoJF8OLIUG7wmqyyCvxuvtUd8OzF8dBmtnpuLqaH9i1hXrR7hW4XGU3-e0eGIhJDxiMymlUMdOKLisVmEdf2snjQKvRU82ZzCS5J9R1Q/s1600/fragile.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBX0umRkRufpdeCnSOD-RjB_gBvQkbjehoJF8OLIUG7wmqyyCvxuvtUd8OzF8dBmtnpuLqaH9i1hXrR7hW4XGU3-e0eGIhJDxiMymlUMdOKLisVmEdf2snjQKvRU82ZzCS5J9R1Q/s1600/fragile.png" /></a></div>
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<br />
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><span class="A5">T</span>he
benefits of an information-connected world have been widely experienced by most
of humankind. This unbound freedom of expression is giving rise to a new world
with information democracy making a compelling impact on the fate of the big
and powerful. Governments, institutions, brands, and the influential are all
being subject to microscopic scrutiny by the masses, who are armed to
unforgivingly ‘share’ unfiltered individual opinions. Every drop of individual
reaction now has the potential to unnoticeably but swiftly swell into <span style="color: #1f497d;">a</span> tidal wave of mass opinion.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">However it may be seen, Brand Trust is fragile, like a
sparrow chick held in one’s hand – hold it too tight and you’ll suffocate it;
hold it too lightly and it will escape. The grip has to be just right, and to
keep the bird alive and thriving needs constant nurturing. The brand risks
associated with loss of trust in our perplexing networked world makes
predictable consequences difficult, but most of us intuitively understand that
trust must be a constant endeavor for a better future.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">The world’s biggest and oldest corporates are now
faced with new brand risks that threaten the trust they have painstakingly
built over decades. On the other hand is the world of start-ups, some of which
have quickly acquired multi-billion-dollar valuations backed by the trust of
their investors. In their hurry to grow, a few of these start-ups have lost
trust of their consumers due to wrong action, communication, transgressions, or
plain inanity.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">However, no matter how different, that which went
wrong in both the old and the new corporates were similar issues like security,
privacy, caring, transparency, competence, sincerity, and social values, among
others – attributes that make up Brand Trust. These brands did not lose trust
because they had lesser revenues or lower profits, but they lost trust because
they failed to prop up the essential intangibles of Brand Trust.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">A brand must constantly analyze the brand risks it faces
with regard to trust to create and implement strategies that will help mitigate
these risks. There will be times in the lifecycle of a company when it may
communicate wrongly or make mistakes. However, the risk is not in the fact that
these incidents occurred, but instead is resident in how prepared was an
organization to mitigate the risks faced and how it reacted to them. Learning
from Brand-Trust-related risks is how organizations build greater long-term or
Residual Trust.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Trust is like a river, in that its different layers of
trust move at different speeds, akin to the cross-section of a river. The
bottommost layer in the river is the slow-moving, more stable layer, which in
Brand Trust is represented as Residual Trust – the trust accumulated over time
and through repeated successes. However, this slower layer too is impermanent
and is constantly moving, albeit at a lower speed. The top layer is the fastest
and also the most fleeting. In trust terms, it represents anything new – new
action, new brand, or new communication. Brands must see the top layer of new
trust as the seed that grows into the bottom layer of Residual Trust and always
act with a long-term, fundamentals-oriented view.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">In almost all our consulting assignments on
Brand Risk mitigation, the one aspect of diagnosis that carries the maximum
risk is the stakeholders’ self-awareness of the potential of Brand Risk. In
several cases, many of the stakeholders fail to recognize this basic problem,
preferring to stick their heads in the sand. It is such brands that are most
vulnerable to eroding their Brand Trust. There are enough cases that surface
every week on some company or the other where Brand Trust is visibly eroded at the
most unexpected times. As some farsighted organizations have already begun,
perhaps the time has come for all organizations to create an internal Brand
Trust team that constantly evaluates threats to the brand and manages its
mitigation.</span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-70417027791803088482016-06-12T12:08:00.000+05:302018-06-16T18:58:12.219+05:30Driving Factors behind Retailers and E-tailers<div dir="ltr" style="text-align: left;" trbidi="on">
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<br />
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Any
brand’s personality is the combination of the way a brand speaks to its
audience and reaches out to them, and how it represents itself. So, how are the
mass retailer and the e-tailer different? What characteristic behavior patterns
of the two are the drivers of their businesses? We look at these two channels
and compare the reasons behind their successes and study their behaviors based
<span style="font-family: "times new roman" , "serif";">our group's proprietary </span>models of the Trust
and Attractiveness quotient of any brand or category.</span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">The brand
personality of Retailers and e-tailers that make up the Buying Propensity of
each follows:</span></div>
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<tbody>
<tr style="height: 14.1pt; mso-yfti-firstrow: yes; mso-yfti-irow: 0;">
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Brand Personality</span></b></div>
</td>
<td style="border-left: none; border: solid windowtext 1.0pt; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" width="213"><div align="center" class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Retailer</span></b></div>
</td>
<td style="border-left: none; border: solid windowtext 1.0pt; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" width="213"><div align="center" class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">E-tailer</span></b></div>
</td>
</tr>
<tr style="height: 14.1pt; mso-yfti-irow: 1;">
<td rowspan="3" style="border-top: none; border: solid windowtext 1.0pt; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" width="213"><div align="center" class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Brand
Trust</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Commanding
Respect</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Commanding Respect</span></div>
</td>
</tr>
<tr style="height: 14.1pt; mso-yfti-irow: 2;">
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Outward
Appearance</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Non-Threatening
Ambience</span></div>
</td>
</tr>
<tr style="height: 14.1pt; mso-yfti-irow: 3;">
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Shared Interest</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Guiding and
Helping</span></div>
</td>
</tr>
<tr style="height: 14.1pt; mso-yfti-irow: 4;">
<td rowspan="3" style="border-top: none; border: solid windowtext 1.0pt; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" width="213"><div align="center" class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Brand
Attractiveness</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Oration</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Oration</span></div>
</td>
</tr>
<tr style="height: 14.1pt; mso-yfti-irow: 5;">
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Self-Control</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Conscious Effort</span></div>
</td>
</tr>
<tr style="height: 14.1pt; mso-yfti-irow: 6; mso-yfti-lastrow: yes;">
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Positivity</span></div>
</td>
<td style="border-bottom: solid windowtext 1.0pt; border-left: none; border-right: solid windowtext 1.0pt; border-top: none; height: 14.1pt; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt; padding: 0in 5.4pt 0in 5.4pt; width: 159.6pt;" valign="top" width="213"><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Social Maturity</span></div>
</td>
</tr>
</tbody></table>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">There
are two common brand behaviors that traverse both the Retailer and e-tailer categories
–<b style="mso-bidi-font-weight: normal;">Commanding Respect and Oration</b>. These
two are the basic prerequisites for any brand to be successful in either of the
two categories, and the former precedes the latter in this. To elaborate,
Respect is a responsive feeling that brings attention, deference, valuing, and
acknowledgement. Commanding Respect is much more though – it is generated when
the brand evokes this feeling from a significant number of followers. Oration,
the ability of a brand to communicate well, is intrinsic to the Communications
Appeal of a brand, and the more natural, unpretentious it is, the greater the
effect on Buying Propensity. Sought after Retailers and e-tailers have these
two essential elements.</span></div>
<h1>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: small;">
On Gaining the Consumer’s Attention</span></h1>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">There
are several unique differentiators between the two formats, though. For a
Retailer, what stands out is <b style="mso-bidi-font-weight: normal;">Outward
Appearance</b>, by its sheer ability to have a physical presence – the shop
down the road or the outlet in the mall that one can visit and physically experience
is more real than the flat structure of an online shopping portal.</span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">In
contrast, the e-tailer relies on its <b style="mso-bidi-font-weight: normal;">Non-Threatening
Ambience</b>, where the consumer is able to approach the brand without being self-conscious
or feel in any way intimidated. The e-tailer’s ability to be accessible
anywhere, everywhere goes a long way towards building this essential element of
Trust. Despite having a flat non-physical interface, the e-tailer uses the advantage
of being incognito to attain the otherwise reluctant-to-shop consumer’s
attention.</span></div>
<h1>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: small;">
On Educating the Consumer</span></h1>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">We
intrinsically understand the Trust in a Retailer to be higher than that in an
e-tailer. Though we may understand this innately, the articulation requires us
to bring in the theory of Trust. The Retailer, by virtue of its very format,
has the ability to encourage the consumer to experience the product before it
is bought – thereby fulfilling the <b style="mso-bidi-font-weight: normal;">Shared
Interest</b> of the consumer to experience the product through tactile means. This
display of understanding lends to a higher transactional predictability and
better outcome expectations, thus reinforcing the Trust environment.</span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Although
there is no such teasing of the senses involved in online shopping, the e-tailer
compensates by undertaking the role of a guide. Online shopping websites are
replete with all the possible product-related information at the consumer’s
fingertips. In most cases, the consumer can even use the online information
available to compare products and make the best possible purchase decision for her/himself,
thereby highlighting the e-tailer’s <b style="mso-bidi-font-weight: normal;">Guiding
and Helping</b> approach, making it more amenable to the consumer’s trust.</span></div>
<h1>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: small;">
On The Nature of Business</span></h1>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">One unique
concept, that of <b style="mso-bidi-font-weight: normal;">Self-Control</b>, a
part of Aspirational Appeal in creating Attraction, goes in the favor of
Retailers. The Retailer has enormous limitations in terms of what to display,
how much to display, pricing, and so on since the costs of space and logistics
are more or less fixed. Hence, Self-Control is a characteristic imbibed in the
retailer’s business ethic.</span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">On the
other hand, for an e-tailer, the high intensity of <b style="mso-bidi-font-weight: normal;">Conscious Effort</b>, a part of Rational Appeal (which contributes to
Brand Attraction), that is required by virtue of operating in a highly
competitive space with low differentiators, to stay on top of the consumer’s
mind makes the category’s Buying Propensity high.</span></div>
<h1>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: small;">
On Engaging with the Consumer</span></h1>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">Retailers
show high energy, enthusiasm, full concentration, and alertness to material
situations – traits of <b style="mso-bidi-font-weight: normal;">Positivity</b>,
an aspect that is crucial to engage its audience. The manner in which a store
attendant greets you with a warm smile, the suggestions and advice that he
imparts while you walk around at your own pace, the new products that he tells
you about before requesting to talk to you – these experiences can occur only
in physical spaces.</span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;">E-tailers,
in comparison, have inadvertently set themselves up to building and preserving
a new culture of sit-at-home (or office) shoppers. The idea of shopping is no
longer uncomfortable. E-tailers showcase the traits of <b style="mso-bidi-font-weight: normal;">Social Maturity</b> – humility, community participation, and
socialization, which appeal to a new set of shoppers.</span></div>
</div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-9427303903482165622016-04-20T12:09:00.000+05:302018-06-16T18:55:22.553+05:30Misleading Endorsements – Where Does The Blame Lie?<div dir="ltr" style="text-align: left;" trbidi="on">
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<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small; mso-ansi-language: EN-US;">The recent controversy regarding celebrity endorsers
being penalized for misleading endorsement has brought to light an old debate.
Is spurious brand endorsement merely the responsibility of an endorser? What is
the brand's obligation in making a claim? If something goes wrong, where and how
does the blame get assigned? All combined, the debate about changes to the
Consumer Protection Bill surrounding the penalization of celebrity brand endorsers
with misleading claims ought to be conducted on an open platform. There are
several layers to the debate and these must be considered carefully before the
panel’s recommendations are put into effect.</span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small; mso-ansi-language: EN-US;">At present, the debate revolves around the suggestions
of a parliamentary standing committee on food, consumer affairs, and public
distribution, which recommends celebrities be held accountable for the brands
they endorse. If the parliamentary panel’s recommendations are accepted, a
celebrity endorsing a brand that has a misleading advertisement can be fined up
to INR 50 lakh or a jail term of up to five years. It can be argued that owing
to their celebrity status, any brand endorsed by celebrities is automatically
found attractive by the masses. However, is a celebrity status enough to be
incriminated? Shouldn’t both the promoter and endorser be held accountable?</span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5nk-tgjJqZWjH4qJx-thsaIBykqkzlshjDobEvkwZJvG1GvEok5kBbgKt-S1bm9f_xR6dl2U4pJrex0lgkfaVHxSg42fHUu6HHIhx2ZHIAxgzC7PjrhEIuYKK9Gv67_zLFABAuw/s1600/Dummies-guide.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="300" data-original-width="300" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5nk-tgjJqZWjH4qJx-thsaIBykqkzlshjDobEvkwZJvG1GvEok5kBbgKt-S1bm9f_xR6dl2U4pJrex0lgkfaVHxSg42fHUu6HHIhx2ZHIAxgzC7PjrhEIuYKK9Gv67_zLFABAuw/s200/Dummies-guide.jpg" width="200" /></a><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small; mso-ansi-language: EN-US;">The argument that consumers blindly believe
endorsements by celebrities, though not entirely flawed, has a few drawbacks.
Firstly, a celebrity endorser is at the end of the day an actor, and her/his
role in the endorsement also involves putting up an act. Celebrity endorsement often
is crucial in terms of reaching a large number of people, but does the
endorsement by a celebrity prove critical for the audience to accept the brand?
Influencing audiences to use a brand may have a correlation with celebrity
endorsement, but establishing a causal relation between the two seems doubtful.
In fact, every advertisement that is aired is one that involves paid actors
acting out a concept approved by the promoters of the brand. Where, then, can
we draw the line between acting and real endorsement? It becomes imperative,
therefore, for the government of India along with the relevant bodies to
formulate proper guidelines enlisting the boundaries of spurious endorsement.</span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small;"><br /></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-layout-grid-align: none; tab-stops: .25in .5in .75in 1.0in 1.25in 1.5in 1.75in 2.0in 2.25in 2.5in 2.75in 3.0in 3.25in 3.5in 3.75in 4.0in 4.25in 4.5in 4.75in 5.0in 5.25in 5.5in 5.75in 6.0in 6.25in 6.5in 6.75in 7.0in 7.25in 7.5in 7.75in 8.0in; text-autospace: none;">
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small; mso-ansi-language: EN-US;">Furthermore, it is essential to build a formal protocol
to check the authenticity of consumer complaints as well as one to calculate
the extent of the monetary damage inflicted by misleading endorsement before
incriminating celebrity endorsers. This will be another essential step towards
demystifying the discussion around misleading celebrity endorsement. Once
again, the onus falls back on developing and having stricter guidelines in
place that ensures an objective assessment of the concerned parties.</span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: xx-small; mso-ansi-language: EN-US;">Misleading brand endorsement is a conversation that
has been going around for a while. However, what this controversy needs is not
more attention from media but from the legal community of the country. There is
a dire need for creating a concise legal framework that neatly outlines the
terms and conditions of endorsement; there is also a need to define the
contours of spurious or misleading endorsement. Laws are essential to help
outline the extent of responsibility on the side of the endorser and the
promoter respectively. Without such a framework, things will stay murky in the
world of advertisement and celebrity endorsement.</span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-79558423828618137232016-03-04T12:11:00.000+05:302018-06-16T18:58:38.466+05:30The Elements of Trust<div dir="ltr" style="text-align: left;" trbidi="on">
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<span class="st">Brands exist to meet the needs, desires,
opportunities, and vulnerabilities that exist in the world, the fulfillment of which
results in human gratification. However, the habitat that brands and businesses
exist in is visibly and rapidly transforming. The strategy of navigating the
market turf is not easy even in normal circumstances, and when the environment
is unstructured and ambiguous, brands often struggle to come to grips with a
unifying strategy. The need for a universal approach, which provides options
for the diverse stages of a brand’s lifecycle, situations ranging from
combative markets to crises, one that works just as well for startups and
mature organizations, is perhaps a greater imperative than any other
intellectual input needed by the world of brands today.</span></div>
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<br /></div>
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<span class="st">However, to work universally, such a universal
‘String Theory’ of brand strategy must be founded in the elemental ingredients
of the brand so that it can address the diverse range of circumstances that the
brand encounters. Trust is the fundamental substrate on which all exchanges
take place and require different types of ‘exchange’ to nourish them, much as
humans require air, water, and food. Trust is the force that binds brands to
their ecosystem, helping shape its identity and building relationships with all
known and unknown stakeholders. Without building, maintaining, or refurbishing
trust constantly, brands will invariably weaken, wither, or fade. Trust erosion
in brands occurs as naturally as the death of cells in living things. Some brands
face this trust erosion noticeably fast, and the more diligent ones among them
seek innovative and dramatic solutions, often reaching out to trust as their answer.
In other brands, the trust attrition is slower, frequently unnoticeable due to
the numerous other eco-changes that distract the brand custodians. In the best
of such cases, brands tend to use the tried-and-tested strategy that reeks of
paradigm blindness, and in the worst of cases they employ loosely-put-together
plans that play pretend.</span></div>
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<br /></div>
<div class="MsoNormal">
<span class="st">Brands are as precious to the world as they are
to the custodians. They are, after all, a tangible manifestation of ideas. C</span>ustodians
must constantly observe the trust their brands command. <span class="st">They
must know, understand and analyze the trust quotient of their brand to be able
to enhance it with their customers, employees, investors, and all those others
who impact the brand’s life. A platform needs to be created to generate different
thought processes on trust from industry leaders. This will help initiate a
long-awaited conversation around trust.</span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-16227909285706609152015-12-18T12:10:00.000+05:302016-08-05T12:52:00.005+05:30The Trust Paradox and Trust Corollary<div dir="ltr" style="text-align: left;" trbidi="on">
<!--[if gte mso 9]><xml>
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<br />
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Brands
that last – their journey is one looked upon with great veneration and
admiration. Every day a new brand takes birth, but only a few endure the test
of time. These brands are the names that have persisted through the sketchy
terrain of trust, and managed to etch themselves into the very psyches of the
consumer. This is what brands exist for – to last forever.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<br />
<span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Several
research studies have been conducted around the world with an aim to decode the
complexities of brands that survive the length of time. With trust as the basis
of every relationship, and the crux of all social engagement, it is inevitable
that brands that last also garner a strong trust factor. Trust, which is a
consequence of the intricate combination of several components, is not so easily
understood. Yet, it can be learned over time, and like a well-trained athlete,
brands can make the right moves without much reflection.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<br />
<span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">To
measure Trust, we must know and measure its primary ingredients, aspects that
will uniformly hold true across audiences, geographies, and cultures. <span style="font-family: "times new roman" , "serif";">Our proprietary </span>Trust Matrix measures trust based on 61 attributes – providing a
robust understanding of a brand’s trust factor.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">The Trust
Conference is not just an event but a long overdue conversation between the
custodians of brand trust in India, and hopefully the beginning of an important
experience.</span></div>
<h1>
<span style="mso-ansi-language: EN-US;">The Trust Paradox and Trust Corollary</span></h1>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Just as
we cannot ask for happiness and get it, one cannot ask to be trusted and get
trust. In the trust context, this problem gets stated as the Trust Paradox.
Brands that make blatant claims like “Most Trusted Brand” without any proof of
trust being established can be termed careless communication at best. At its
worst, such claims erode the very trust they are attempting to create.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<br />
<span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">If any
business, entity, brand, or individual solely focuses on building trust, it
will lose trust in the long run. The Trust Paradox implies that intense focus
on Trust itself is self-defeating. Trust is achieved from a combination of the
action, communication, perception, and being of the entity. When these are
worked upon, Trust is derived as a natural outcome. The Trust Corollary, the
axiomatic deduction from this paradox, helps find the primary ingredients of
Trust. Due to the enquiry that arose consequently, we assigned researchers to
investigate Trust further. It took more than two years and several hundred
hours of interviewing psychologists, communication experts, and sociologists on
the subject and at the end of the research, we painstakingly identified the
primary ingredients of Trust.</span></div>
<h1>
<span style="mso-ansi-language: EN-US;">The Ten Behaviors of Trust</span></h1>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Non-Threatening Ambience</span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">: The
trust ambience is a necessary consideration for trust bonds to form. If the
ambience is not seen as completely secure, then building trust becomes
impossible. A comforting ambience through action and communication can
demonstrate high awareness of the brand’s perceptions.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Display of Empathy</span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">: A trust-conducive
environment can be created by displaying empathy. Empathy shows and reinforces
an emotional connect between the brands and the target audience. An empathic
brand is quick to perceive fresh opportunities with customers because of its
close emotional connection with them.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Shared Interest</span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">: There should be mutual
understanding and compatibility between the brand and the consumer. Common
interest symbolizes cultural and social uniformity, which leads to higher chances
of better engagement outcomes.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Demonstrated</span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;"> <b style="mso-bidi-font-weight: normal;">Sincerity</b>:
For a brand or an individual, display of sincerity has both social and personal
implications. A brand that displays sincerity shows high ethical and moral
values and integrity.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Corporate</span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;"> <b style="mso-bidi-font-weight: normal;">Altruism:</b>
When a brand acts beyond areas of self-benefit and works for a larger, socially
beneficial cause, it is said to demonstrate corporate altruism. Corporate
altruism is an important composite that organically builds a high
trust-quotient for the brand.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Enthusiasm: </span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">To commensurately increase the chances of success,
brands should show greater involvement and energy; it naturally holds an
important position in building trust. Displayed enthusiasm also demonstrates
the brand’s self-assurance and shows a greater degree of brand confidence in
the result.</span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;">Outward Appearance:</span></b><span style="font-family: "times new roman" , "serif"; mso-ansi-language: EN-US;"> It is a natural indicator
of achievement, success, and good content. Hence, this becomes an important
determinant in the stakeholder’s perception. It is important for brands to not
just look appealing but to also ‘look the part’.</span></div>
<div class="Default">
<b style="mso-bidi-font-weight: normal;"><span style="mso-ansi-language: EN-US;">Perceived Competence:</span></b><span style="mso-ansi-language: EN-US;">
Competence </span><span style="font-size: 11.0pt; mso-ansi-language: EN-US;">is the
ability to achieve successful results by possessing experience, knowledge, and
credentials. </span><span lang="EN-IN" style="font-size: 11.5pt;">This composite is
a standard in all introduction presentations of organizations, where establishing
the perception of competence is an imperative to taking discussions forward.</span><span style="font-size: 11.0pt; mso-ansi-language: EN-US;"></span></div>
<div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;">
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trait of a leader and it is not easy for a brand to decipher how or why one
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<span lang="EN-IN" style="color: windowtext; font-size: 11.5pt;">Thus,
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-3859205960154006732015-09-09T12:09:00.000+05:302016-08-05T12:52:39.601+05:30Decoding Trust in the Technology Sector<div dir="ltr" style="text-align: left;" trbidi="on">
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;"><br /></span></b></div>
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<span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;">With the proliferation of technology comes the
ever-pervasive question – how trustworthy is technology? The impact of
technology in our lives has become so deep-seated that it is really difficult
to separate it even from our consciousness. In such a technology-driven world,
where technology is behind almost everything from the engines of our cars to
the microprocessors in our smartphones, having faith in the machines we use
comes as second nature to us. However, the overdependence on technology and its
high exposure to our personal information makes the industry even more vulnerable
to any slippages in terms of trust. Trust erosion in the technology sector may
not be as instantaneous; however, given the highly competitive industry space, developing
and sustaining this trust becomes most crucial for tech brands. </span></div>
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<br /></div>
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<span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;">Presently, most tech brands in the country use varied
approaches to winning the consumer’s trust, as there is no single unified
strategy for it. However, using the proprietary Trust Matrix developed by <span style="font-family: "century gothic" , "sans-serif";">us for better communications</span>, it is possible to analyse the industry’s key Trust behaviours
observed in the past six years. <span style="font-family: "century gothic" , "sans-serif";">O<span style="font-family: "century gothic" , "sans-serif";">ur </span></span>Trust Matrix is comprised of 61 Trust
Attributes which are further collated into ten Behaviours of Trust. The ten
behaviours of Trust include Empathy, Shared Interest, Non-Threatening Ambience,
Enthusiasm, Corporate Altruism, Demonstrated Sincerity, Accepting
Responsibility, Perceived Competence, Commanding Respect, and Outward
Appearance. </span></div>
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<span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;">For the tech sector, <b style="mso-bidi-font-weight: normal;">Perceived Competence</b> is a behavior that has always and must perform
strongly. However, tech brands should not only be perceived as competent but
should exhibit their capability as well. Without this behavior, it becomes
difficult for the audience to remain engaged for a long time. Tech brands have
also showcased high <b style="mso-bidi-font-weight: normal;">Non-Threatening
Ambience. </b>Technology ought to be approachable to the consumer of it,
ensuring that ambience created is always comforting. In today’s times, when
transparency has become a key area of debate for the tech industry, especially
the digital tech industry, communicating non-threatening ambience is absolutely
necessary. </span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;">Outward
Appearance</span></b><span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;"> is a behavior that is not as strong for the entire
tech industry, but brands that showcase this behavior, such as Apple, do vouch
for its importance in terms of trust. Tech brands must conform to high
standards consistently over time to garner the trust of its audience.
Expressing themselves appropriately while showcasing an attractive appearance
are two ingredients to feed this Trust Behavior. </span></div>
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<br /></div>
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<span style="font-family: "century gothic" , "sans-serif"; mso-ansi-language: EN-US;">Lastly, the tech industry exhibits the behavior of <b style="mso-bidi-font-weight: normal;">Accepting Responsibility</b>, a clear
consequence of the growing awareness of consumers. However, tech brands do not
always perform high on this behavior, paving the need for a strategy that
perhaps gives this behavior more focus. After all, sustaining a customer’s
loyalty comes naturally when a brand is able to have the courage to accept its
failures, especially when the relation between the two is so intertwined. As
already stated, there isn’t a single strategy that provides the best results
for any particular industry; however, understanding the composite elements of
trust in the tech sector can have manifold benefits for tech brands.</span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-55728818341652900132015-06-20T12:12:00.000+05:302016-08-05T12:53:26.691+05:30Understanding the Four Pillars of a Brand<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="mso-ansi-language: EN-US;">Trust is the
underlying substrate of every decision we take, so much so that it is evident
in everything we do. The more difficult the choice, the more it is pinned on
the essential intangible of trust. Let’s take relationships, politics, and
commerce. Though the three streams may seem distinct and discrete, the trust
(or lack of it) in one, can impact the others, either positively or negatively,
depending on the disposition of the person making the trust decision. Contrary
to what may seem, and a little counter-intuitively, most trust relationships
depend more on our own behavior rather than that of the environment.</span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="mso-ansi-language: EN-US;">A brand (or a person)
may be able to alter or adapt to a few behaviors of trust temporarily, but the
innate 'behavior tendency', the natural conduct of the brand, becomes an
overwhelming factor in the results of its interactions with the world. For a
brand to build permanent trust relationships, therefore, behavior changes must
be or become natural to it, blending in as an intrinsic part of its existence.</span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="mso-ansi-language: EN-US;">The four behavior
pillars on which the 'outlook of brands' are dependent are the core factors that
need attention when dealing with a brand's intangibles. These are the brand's
Values, Culture, Vision, and Knowledge. The outcome of these four also includes
trust, though it is not the only result these four come together to create. To
understand these four behavior pillars is to understand a brand's core.</span></div>
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<br /></div>
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<span style="mso-ansi-language: EN-US;">Values are key determinants
of attitudes and behavior of a brand, and are defined by the thin decision-line
that segregates its 'right' and 'wrong'. This resultantly also measures the
integrity of the brand. The Culture of the brand is demarcated by the brand's
ideas, customs, and social behavior that define its uniqueness and make it
belong to a class. Culture is basic to a brand and develops over a period
depending on the emergence of the collective design from individual actions. It
can be said to be the 'pattern of behavior' rather than behavior alone. The
brand's Vision is an articulation of the brand's larger purpose, one that it
should and will pursue irrespective of all circumstances and distractions. It
is what the organization, as individuals and as a collective, must strive to
achieve in all its actions.</span></div>
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<span style="mso-ansi-language: EN-US;">Knowledge is the
combination of a brand's self-awareness, self-consciousness, social awareness,
environmental consciousness, and intellectual capability. This last pillar
expresses itself directly in every brand action. In order to impact the trust
of its stakeholders, a brand should adapt its internal factors as much as its
external behavior or communication. However, to be sustainable, these must be
aligned with the brand's core behavior pillars elaborated above.</span></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="mso-ansi-language: EN-US;">The promise of intent
of the brand is important, but the most imperative hinge of trust is always in
its delivery – be it a product, service, or an idea. In one sense, trust is the
delivery of the brand's promise. Brands that act towards enhancing the value of
their intangibles will make big and permanent gains. Brands that only continue
to focus on numbers may survive, but will not come close to making a mark among
historic brands.</span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-81658554391702129972014-12-13T10:33:00.000+05:302014-12-13T10:33:58.302+05:30Checks and balances - What's that?<div dir="ltr" style="text-align: left;" trbidi="on">
The #UberShame and subsequent cascading bans on the $40bn valued, cab-hailing app, and the vigilante-or-extortionists #RohtakSisters are the two occurrences that everyone is talking about in the past week across India. Admittedly the sequence of happenings in both cases have been quite extreme, shocking the nation into discussion, debate and argument, on every known platform, by every person who wanted to make a point. I did too.<br />
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsmQ9TKp2VAPe3Zpp1AET0MVw5dzUtESI_IL8sZS1_Rxr8mlplPSgAgCbHfmW82MFeWGc3Y_-oku36B-yEkzpUFXZG-d5JqW4D-sncVNx53Iqwpo_5kmnr6ia-tfEqPKAyEt71WQ/s1600/uber.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsmQ9TKp2VAPe3Zpp1AET0MVw5dzUtESI_IL8sZS1_Rxr8mlplPSgAgCbHfmW82MFeWGc3Y_-oku36B-yEkzpUFXZG-d5JqW4D-sncVNx53Iqwpo_5kmnr6ia-tfEqPKAyEt71WQ/s1600/uber.jpg" height="320" width="320" /></a>Uber did not do relevant background checks of its drivers while promising ease and safety to its passengers. They flawed, and it is not a easy flaw to forgive - especially for the traumatized girl who suffered the consequences of their 'oversight'. The government did come in and recommended ban of Uber till the proper procedures were put in place and licenses were acquired. Other such cab services also suffered similar consequences. Many states followed through the ban. Uber, the giant which often got away when uttering unutterables was suddenly vulnerable. Everyone had a chance and everyone took a dig.<br />
<br />
The other case that made top news most of last week was that of the Rohtak Sisters bus molestation and their return attack on the perpetrators, well captured in a video (https://www.youtube.com/watch?v=ZopUkgU7CSw). Everyone rushed to give accolades (even I did) with the state government announcing bravery awards for the girls on Republic Day, the spokesperson of the Women's Commission applauding the two girls and the army cancelling the recruitment of the boys involved in the incident. That was the quickest action compared to any other case witnessed in the entire country. A few days later however, other videos of the two sisters beating other boys showed up on social media, with the latest one with commentary of anguished cohabitants of the girls village, complaining of repeated threat and extortion by the family of the girls in many cases. The media which extolled the act of the two girls was left quite red in the cheeks.<br />
<br />
In my view the two issues arise out of the same problem and taking a cross section gives us the unpleasant view of the society we have created for ourselves. The issue is of checks and balances. The society we have created is one where there is no time to contemplate on options, there is only time to act. Rather, only time to react. We are constantly reacting to situations. Uber was only reacting to the pressures of growth. Apart from the competitive pressures to grow at all costs in this low entry-barrier business, the constant investor nudging could also be a trigger to set unprecedented growth targets. Of course, cutting corners is necessary if you want to compress growth cycles.<br />
<br />
In the Rohtak Sisters case, this is not the first time that the media has jumped the gun. Its probably a case of becoming what/whom you compete with, and in this case the media is competing with social media - with knee-jerk reactions and with nearly no filter. I dread to imagine a society in which the media stops playing the role of a careful observer and begins to report everything that someone says. Technologies are changing and even my 8 year old nephew can make sophisticated videos with great effects. Unfiltered news can not only distort society's views, but it can also begin to create self-doubt in its people, bringing down the believability standards of society as a whole. We may soon not know what to trust and what not to. A generation that grows up now knowing what to believe, is likely to face anarchy and disruption such that we have not anticipated yet.<br />
<br />
A society is a group of people living in an ordered manner, governed by a common good and bad. When checks and balances of that society, its businesses and people get uprooted, the one thing that becomes clearly visible about the future is that our children will live in dangerous times. </div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-87902448488844538262013-10-09T13:54:00.002+05:302013-10-09T13:54:45.085+05:30AgVoice | The good-bad thing about Android Kit Kat<div dir="ltr" style="text-align: left;" trbidi="on">
<h1 style="border-bottom-color: rgb(232, 232, 232); border-bottom-style: solid; border-bottom-width: 0px; font-family: Arial, Geneva, sans; margin: 10px 10px 0px; padding: 0px;">
<span style="font-size: x-small;">(As it appeared in adgully.com)</span></h1>
<div align="right" style="color: #999999; float: right; font-family: Arial, Geneva, sans; font-size: 9px; margin: 5px; width: 250px;">
osted by Adgully Bureau | on October 9, 2013</div>
<div style="clear: both; color: #333333; font-family: Arial, Geneva, sans; font-size: 13px;">
</div>
<div style="color: #333333; font-family: Arial, Geneva, sans; font-size: 13px; margin: 10px;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmEhIrcbBhxMi2hDzjorGzejVFO5VjOlX_GoC_9FKKgPXssVkOW2a5QkzeD0qy7BZgqyLk0fVBe3o-F9D0Q_2S06QhUEnRAcpBpVqv99rae54RS8aChtrn0xmswBpvnsi3nmqrwg/s1600/Mouli+at+mahindra+blues.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmEhIrcbBhxMi2hDzjorGzejVFO5VjOlX_GoC_9FKKgPXssVkOW2a5QkzeD0qy7BZgqyLk0fVBe3o-F9D0Q_2S06QhUEnRAcpBpVqv99rae54RS8aChtrn0xmswBpvnsi3nmqrwg/s320/Mouli+at+mahindra+blues.JPG" width="240" /></a><div style="font-size: 12px; margin-bottom: 10px; margin-top: 5px; padding: 0px;">
Android-lovers have been calling the Android Kit Kat deal the biggest thing after man's landing on the moon, and Apple-lovers have been calling this the total destruction of marketing ethics. If anything, the Android Kit Kat announcement has, in one swift more, polarized the worlds of technology, confectionary, advertising and marketing even more acutely than it was before.</div>
<div style="font-size: 12px; margin-bottom: 10px; margin-top: 5px; padding: 0px;">
This innocuous partnership, of two unseemingly unconnected brands, has opened out the future to experiments where everything is connected to everything else. Innovative Android names like Cupcake, Donut, Icecream Sandwich and Jellybean - all of which gave a ring of 'niceness' and 'enjoyment' that get coupled with deserts to the brand - has with the addition of Kit Kat to the list, painted the open source wonder with a commercial taint. While it was a total win for Kit Kat, in becoming clubbed with generics like Donut and Icecream Sandwich, Android may have diluted some of its values of gift-giving, collaboration, liberation and creativity. Somehow, Android Kit Kat just does not have the same ring as Android Jellybean.</div>
<div style="font-size: 12px; margin-bottom: 10px; margin-top: 5px; padding: 0px;">
Arguably, the part best liked about the deal between Android and Kit Kat is that it evolved naturally - as only the best of ideas do. The desert name series started off innocuously, and after eight dessert names, finally progressed into its current one, an association orchestrated by the creative cupids. This deal is landmark, especially since it is likely to have a long term impact on the way all marketing campaigns will be approached in the future. More likely than not, now most brands will want their future pre-written in the Android Kit Kat mould, and will probably prepare for such an eventuality at the drawing board. This will naturally imply that most such evolutionary paths will be schemed by marketing managers and advertising agencies in advance, in the process, removing the innocence that gets associated with the initial Android name extensions. More 'managed' marriages will, in all likelihood, be the order of the day in the near future, a prenatal steroid definitely not in the best interests of brands.</div>
<div style="font-size: 12px; margin-bottom: 10px; margin-top: 5px; padding: 0px;">
While Android will be applauded for its innovativeness and Kit Kat for its marketing success by their own kind, this tie-up is likely to impact the Android stakeholders in a subtle, but deep manner. The 'goodness' of Android and its all-inclusive open source culture, has to the minds of the purists, been corrupted by this betrothal. It , therefore, see a gradual weaning away of the most ardent Android supporters and fans, the developer community ardently devoted to its 'free' culture. This loss may, over time, prove to be the costliest for Android. | By N. Chandramouli, CEO, TRA</div>
<div style="font-size: 12px; margin-bottom: 10px; margin-top: 5px; padding: 0px;">
<span style="color: grey;"><em>Disclaimer: The opinions expressed in this article are those of the author, and do not reflect in any way of Adgully</em></span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com1tag:blogger.com,1999:blog-9643644.post-49410312981730715162013-08-23T17:20:00.000+05:302013-08-23T17:20:55.013+05:30Transmitting belief<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em; text-align: justify;">
<span style="font-family: 'Times New Roman', serif; font-size: 12pt; line-height: 115%;">The
power of Public Relations is the power of the masses. If used well, not only does
the Brand get etched into the public minds, but it also has the ability to turn
mere ‘carriers’ into ‘idea transmitters’. Public Relations can convert mere believers
into self-powered evangelists.</span></div>
<br />
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">What
is it that gives an evangelist missionary purpose, infectious zeal and volcanic
energy, to go about spreading the ‘faith’ unflinchingly? The idea-meme which
converts them, if pure and potent, has the ability to make the transmission of
idea-meme a vital reason for their very existence - sometimes even the <i>only </i>reason
for their existence. Those who dedicate their lives to religion, country,
family, community, society, or organization, exhibit visions similar to that of
‘faith-keepers’. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">Ideas
that may seem insignificant to many still find their faith-keepers, and often
these evangelists turn these ideas into revolutions. A few examples include the
legendary Jane Goodall who dedicated forty-five years of her life studying wild
chimpanzees; Mahatma Gandhi, who lived most of his adult life by his beliefs of
non-violence and <i>‘spiritual self-denial’</i>; or Nelson Mandela, the first
elected President of South Africa, who served twenty-seven years in the
country's jails for his ant-apartheid protests. All these and many more such
faith-keepers have literally created revolutions of their faith. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<a href="http://macgregorhill.files.wordpress.com/2010/11/self.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="212" src="http://macgregorhill.files.wordpress.com/2010/11/self.jpg" style="text-align: left;" width="320" /></a><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">In
a business context, there are faith-keepers who evangelize their beliefs with
missionary zeal. The much admired Google has a business principle the company
promotes and follows ardently: “You can make money without doing evil”. There
are others, like Warren Buffet, the richest man in the world, who gave up 50%
of his wealth (committing over 99% of his wealth to charity during his
lifetime) and goes around the world evangelizing that other rich people do the
same. Steve Jobs, is a legendary faith-keeper, as one who made a <i>religion</i>
of his business philosophy extended onto the products he created. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%;">These
are not principles that were accepted by all. In fact, <a href="" name="OLE_LINK50"></a><a href="" name="OLE_LINK49">the more ardent the
faith-keeper, the stronger the opposition, but such barriers only seem to
redouble the faith-keepers intensity and resolve. </a>Each of the above
instances is a story of faith. And each of these faith-keepers have millions of
followers, most of whom will never engage directly with the evangelists.
Despite this, the followers are passionate, even dogged about <i>the idea</i>,
because the ‘belief’ has been transmitted to them and has moved them deeply. <o:p></o:p></span></div>
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;"><br /></span>
<span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US;">Public Relations is the <i>only</i> tool of
communication that can transmit such deep belief in audiences since it transforms
at a subliminal and life-changing level. Public Relations sets a
self-fulfilling prophesy in motion - that which you speak, you become. The use
of this tool automatically promotes positive traits in any organization, guided
by public expectations and media scrutiny. </span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-69004747400647335442013-08-16T09:39:00.000+05:302013-08-16T09:40:54.618+05:30Public Relations is like a spiritual guide<div dir="ltr" style="text-align: left;" trbidi="on">
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<div style="background-color: white; clear: right; color: #474747; float: right; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 1em; margin-left: 1em; padding: 0px;">
If language is the liberator of human beings, the Communication function is the liberator of an <span style="font-size: 13px; line-height: 1.6;">organization. It frees businesses from the constraints of time and space and the incarceration of their own mindsets. Of the various communication tools an organization uses, Public Relations is the one that comes closest to taking on the role of a mind-liberator, almost like a spiritual guide. PR is a versatile communication tool which serves the organization by serving the needs of the community and society. It is the only such tool that was created for the sake of the public, in response to their needs, facilitating “public understanding and acceptance”.</span></div>
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<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
<a href="http://oracleandtarotgoddess.files.wordpress.com/2011/09/spirit-guide3.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="267" src="http://oracleandtarotgoddess.files.wordpress.com/2011/09/spirit-guide3.jpg" style="background-color: transparent;" width="400" /></a>One definition of Public Relations has the following words: “Public Relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony.”</div>
<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
Sounds more like a messiah talking about a faith rather than a profession. But that is exactly what PR achieves. Public Relations not only communicates, but guides on how to communicate, preparing the organization into a lifestyle that would be no less than spiritual. Public Relations thus brings the organization and society into harmony.</div>
<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
It would be incorrect to term Public Relations as a tool of communication, since its role would then be relegated to that of an inanimate ‘device’ acting only under the instruction, effort and direction of the communicators. Public Relations, however, gives direction to organizations and helps forge their larger purpose, becoming the very lifeline of business whose importance cannot be overemphasized. Once this approach is holistic, one which will be efficient, effective and sustainable, with minimal undesirable impact on its environment it gives the best results. Efficient communication implies that the communication should reach out to audiences and have the desired impact, using the least resources, time, effort and energy.</div>
<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
Kaplan and Norton, in their book Strategy Maps, showed that 75% of the market value of any organization was generated from its intangible assets. However, we are used to metering the performance of organizations by measureable parameters like turnover, profits, number of employees, growth rate, and innumerable such factors. We succumb to this fallacy because we live in a culture of measurement, thinking, if you can measure it, it matters. Public Relations remains among the few communication formats that solely focuses on this essential intangible, providing value much beyond the measureable.</div>
<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
An organization that starts its Public Relations journey becomes subject to public scrutiny and is answerable to the expectations of the (unwanted and wanted) public. Using PR necessitates that organizations become more introspective and maintain high moral and governance standards giving them a tactile power of the masses. If used well, not only does the Brand get etched into the public minds, but it also has the ability to turn mere ‘carriers’ into ‘idea transmitters’. Public Relations can convert mere believers into self-powered evangelists.</div>
<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
PR is the only tool of communication that can transmit such deep belief in audiences since it transforms at a subliminal and life-changing level. Public Relations virtually sets a self-fulfilling prophesy in motion – that which you speak, you become. The use of this tool automatically promotes positive traits in any organization, guided by public expectations and media scrutiny.</div>
<div style="background-color: white; color: #474747; font-family: Arial, Helvetica, sans-serif; font-size: 13px; line-height: 1.6; margin-bottom: 8px; padding: 0px;">
Public Relations is central to Communication. For any organization, PR is most beneficial when it becomes a way of life of an organization rather than just as another tool of communication.</div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-78419631342045032412012-10-15T17:32:00.002+05:302012-10-15T17:47:04.055+05:30Why magazines are even more relevant today<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-3igGN900PxfQku6iUUZjq8056szELlyvDWUGNB7xHn_p2bCt8b0Ir-0jDvelbydkoGAuCcx1mcJUrwpdhyvMxFwYJg0TVVcHHT_8iWEDOiPRup3LzbRkO4hWu_70pvl1_9bK1g/s1600/Indian-print-magazines.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-size: large;"><img border="0" height="270" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg-3igGN900PxfQku6iUUZjq8056szELlyvDWUGNB7xHn_p2bCt8b0Ir-0jDvelbydkoGAuCcx1mcJUrwpdhyvMxFwYJg0TVVcHHT_8iWEDOiPRup3LzbRkO4hWu_70pvl1_9bK1g/s400/Indian-print-magazines.JPG" width="400" /></span></a></div>
<span style="font-size: large;">If there's a commodity that perishes as swiftly as it is created, it is news. The longer it takes to create, the higher its longevity and by corollary, news produced by the second, dies by the second. </span><br />
<span style="font-size: large;"><br /></span><span style="font-size: large;">We want our gratifications without any waiting period, we want to gulp down our food, build instant abs, get rich immediately and also know everything now. </span><span style="font-size: large;">We are also anxious to know more and more, and information has become a status-according social currency.</span><span style="font-size: large;"> </span><span style="font-size: large;">Fortunately, acquisition of knowledge does not have a finish line and so it behaves quite differently from instant abs or instant noodles. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">In this hurried age, magazines play an important role by balancing societal myopia with perspective; need-for-speed with understanding, and anxiety with patience. The magazines analyze and opine like the elders of society - and hence also play the role of elders in the information society. In an age when every new opinion becomes news, magazines bring perspective through considered information, often correcting the many hourly and daily twists that news takes, giving balance to society in the process. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Magazines are among the nice-to-have ingredients in life - much like flowers, family, chirping birds and mountains. Things that give meaning, values and culture to life. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Without that we are nothing but monkeys who have managed to come down from the trees. </span><br />
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com80tag:blogger.com,1999:blog-9643644.post-35349857942653381632012-10-11T16:59:00.001+05:302012-10-11T16:59:29.987+05:30Google is passe, so is flipkart.<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDNjMVRvotAANzL6Kju232eqNoGTjXnJDrH9je1pDvmwBJauEX89x6sMXsmOH9Iw1g4up3JoM4IHrVbTNKN1KGOtFlgwc1UX0z_5GfQYYP7zYMyVkVjKPeVD4XvuCZ-jDq-ddzLg/s1600/google+bing.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="220" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDNjMVRvotAANzL6Kju232eqNoGTjXnJDrH9je1pDvmwBJauEX89x6sMXsmOH9Iw1g4up3JoM4IHrVbTNKN1KGOtFlgwc1UX0z_5GfQYYP7zYMyVkVjKPeVD4XvuCZ-jDq-ddzLg/s400/google+bing.png" width="400" /></a>Humans are animals of habit. If we sit in a particular seat in any forum, we will automatically gravitate towards it the next time, if we walk on one side of the road, it will almost always be the same side every time. We lessen the use of our brain by using more of 'muscle' or mechanical memory - the known and comfortable route we know to be safe.<br />
<br />
Marketers bet on that. Whenever marketers bet big on a campaign, they know that there will be a 'trial' spike in sales after which the cliched 'new normal' will settle at a higher base because of the neo-converts. Once you've become a convert, another change is not easy. So not only do you make a convert of one through a campaign, but the brand also ensures that this customer has been blocked from future conversions. We have evolved to believe that if we've tested a method/product/service out any new experimentation is an unnecessary waste of effort.<br />
<br />
However, in the new age, nothing could be further than the truth. New offerings are better than the old ones, newer companies serve you better than age-old ones to make you their partner. Two such examples came to light during our experiments with 'Decoding Communication'. The first is the search engine Bing and the other is the online bookseller HomeShop18.<br />
<br />
Unfortunately we were so programmed to using the usual Google and Flipkart that we never even noticed that there could be a better deal. We just chanced upon Bing when for some reason Google was not working, and this suddenly showed us how much better Bing was than Google. A simple search for the term 'Decoding Communication' showed up so many more relevant results that we began to think that Google was passe.<br />
<br />
Then it was time for another providential intervention. Someone wanted to buy 3 copies online and flipkart had only one in left in stock. So this enterprising person tried HomeShop18 (which was also offering a super discount of 33% on the book as against zilch on flipkart) apprehensive about the delivery time. But guess what? The book arrived in 3 days flat. And in great shape (and a free pen thrown in for good measure).<br />
<br />
We were fortunate in having discovered this. Now we'll be recommending these to everyone for a long time to come. After all, we're creatures of habit.<br />
<br />
<br />
</div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-89215329217018803852012-06-09T13:02:00.000+05:302012-06-09T13:12:47.730+05:30Apple - two years from now...<div dir="ltr" style="text-align: left;" trbidi="on">
I read an interesting article today titled <b>'<span style="letter-spacing: -1.6pt;"><span style="font-family: 'Courier New', Courier, monospace;">Apple Fined for Misleading iPad Ad in Oz'</span></span></b><br />
<div class="MsoNormal">
</div>
(see link for full article) <span style="font-size: x-small;"> <a href="http://services.bluebytes.info/BlueBytes/PreviewWithoutHighlight.php?HNewsId=a6118daeA4758A4911Ab165A43b0d4cb5364&HNewsName=0&MainNID">http://services.bluebytes.info/BlueBytes/PreviewWithoutHighlight.php?HNewsId=a6118daeA4758A4911Ab165A43b0d4cb5364&HNewsName=0&MainNID</a>=.</span> And soon the dots began connecting even though I am not in Australia, neither am I a fan of Apple products, nor do I have more than a casual interest in the Steve Jobs cult.<br />
<div class="MsoNormal">
<span lang="EN-US"><br /></span><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9M2eJ5b_XXRh-CV11A4KuFvIBIWKH8LmcDSBKdgSrysAlVG6wonUNHaKcRIA-b0IvoKCUFIzN810v20u81stChsp7Fpf8F7OxV7OT7hOOfEMADsiAiZ23hGZTUwqKLVhUxSBvAQ/s1600/apple+cut.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi9M2eJ5b_XXRh-CV11A4KuFvIBIWKH8LmcDSBKdgSrysAlVG6wonUNHaKcRIA-b0IvoKCUFIzN810v20u81stChsp7Fpf8F7OxV7OT7hOOfEMADsiAiZ23hGZTUwqKLVhUxSBvAQ/s200/apple+cut.jpg" width="200" /></a><span lang="EN-US">But this article bothers me. It may be the initial sign of a vanishing cult. Like the Incas (or if you want something closer home, Nokia.) The charm of the brand is fading - and very quickly too. </span></div>
<div class="MsoNormal">
<span lang="EN-US"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-US">This along with other developments Galaxy III's Android based innovation, Microsoft's attempt at a Nokia takeover, Apple's copyright cases against Samsung, combined with Tim Cook's selective presence (or absence) from the media, I get a strong premonition. If you look around, the Apple product owner is 'less' of an evangelist, considers it less of a cult today than just an year ago. </span><br />
<span lang="EN-US"><br /></span><br />
<span lang="EN-US">The erosion has begun - and it was to be expected. </span>Steve matters more than just his legend. The 'fab' status that Apple products accord, are diminishing. A Macbook is not inclusive and i know of at least 4 Mac users who have bought Windows laptops because of lack of compatibility and as one ex-Mac users says its better than <i>'having to pay for everything-but-breathing.'</i><br />
<br />
<span lang="EN-US">As we know, Apple has not been great at inventions, though it is great at improvements and innovation in existing products. Much of what Apple has done has to do with taking inventions and altering and packaging them extremely smartly. It was not the first with GUI (but its external box and the aesthetics and interactivity gave it a following. It was not the first one to make a compressed storage unit (which became the iPod), but its design and convenience helped sell hundreds of millions of units. The origin of the tablet (the matter is <i>sub judice) </i>is still under debate. I really wonder what they are going to come out with next. </span><br />
<span lang="EN-US"><br /></span><br />
<span lang="EN-US">But let us look at the future. We've had the iPad 1, iPad 2, New iPad - all mere improvements in previous version. </span>(what's next? I am guessing between '<i>A very New </i>iPad', or '<i>Much Newer</i> iPad'??) If iPad was a website or a software product, it would just be called ver1, ver2, ver3 (so far). Not much has been altered to make you want a new one desperately. But millions still change to the next version - because it is seen aspirational. The iPad owner <i>feels </i>better by carrying it - like a Louis Vuitton accessory. So, a typical Apple buyer has actually only a fashionista (and a very vain one at that). Unfortunately, when the world economy goes through its dips like it is doing now, fashion goes out of fashion. Unlike luxury fashion where demand is inversely proportional to price, Apple products are meant to be functional, but they attempt fulfilling a luxury need (rather than a functional one). This mismatch is bound to affect the brand, its products and the following in the absence of the 'cult' figure or 'cult' mantra (read <i>product</i>).<br />
<span lang="EN-US"><br /></span><br />
Seems to me that the most valuable company in the world may be cut to half its size, market-cap and following in just 2 years. Look out for everything that appears in the media about this brand, and you'll will be able to see its down-trend. Tim cannot be himself, he needs to fit into existing shoes. The smart second in command cannot become a leader, without the leader's charisma, charm, oration and vision. When a guru runs a company, its followers leave with the guru!</div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com1tag:blogger.com,1999:blog-9643644.post-53242580682009587552012-04-30T17:36:00.002+05:302018-06-16T18:18:55.020+05:30Books which influenced me in communications<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<span lang="EN-US" style="line-height: 115%; text-indent: -18pt;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><u><b>Non-PR books that every PR professional must read</b></u></span></span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: x-small; line-height: 115%; text-indent: -18pt;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif; line-height: 115%; text-indent: -18pt;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="line-height: 115%; text-indent: -18pt;"> To be good at communications, one needs to be good at several other things first. </span><span style="line-height: 115%; text-indent: -18pt;">Communications is the science </span><span style="line-height: 115%; text-indent: -18pt;">of all other sciences and knowledge acquisition about </span><span style="line-height: 115%; text-indent: -18pt;">other fields becomes as important as knowledge of </span><span style="line-height: 115%; text-indent: -18pt;">communications. </span><span style="line-height: 115%; text-indent: -18pt;"> </span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18.0pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small; line-height: 115%; text-indent: -18pt;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="line-height: 115%; text-indent: -18pt;"> Some of the books listed here have deeply influenced my thinking. The complete list is </span><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">long and I'll try to keep </span><span style="line-height: 115%; text-indent: -18pt;">adding to it in future blogposts. Have tried to put down the </span><span style="line-height: 115%; text-indent: -18pt;">publishers names also in case someone is interested. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small; line-height: 19px; text-align: left; text-indent: -18pt;"><br /></span>
<div style="text-align: justify;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="line-height: 19px; text-align: left; text-indent: -18pt;">1. Rhetoric</span><span style="line-height: 19px; text-align: left; text-indent: -18pt;"> by </span><span style="line-height: 115%; text-align: left; text-indent: -18pt;">Aristotle,
</span><span style="line-height: 115%; text-align: left; text-indent: -18pt;">(Translated by W. Rhys Roberts) http://classics.mit.edu/Aristotle/rhetoric.mb.tx</span></span></div>
<div style="text-align: justify;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="line-height: 19px; text-align: left; text-indent: -18pt;">2. Language, Truth and Logic by </span><span style="line-height: 115%; text-align: left; text-indent: -18pt;">Ayer,
A.J. </span><span style="line-height: 115%; text-align: left; text-indent: -18pt;"> Penguin.</span></span></div>
<div style="text-align: justify;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="line-height: 19px; text-align: left; text-indent: -18pt;">3. </span><span style="line-height: 19px; text-align: left; text-indent: -18pt;">The Moral Point of View</span><span style="line-height: 19px; text-align: left; text-indent: -18pt;"> by </span><span style="line-height: 115%; text-align: left; text-indent: -18pt;">Baier,
Kurt. </span><span style="line-height: 115%; text-align: left; text-indent: -18pt;">Random
House.</span></span></div>
</div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">4. </span><span style="line-height: 19px; text-indent: -18pt;">The Meme Machine</span><span style="line-height: 19px; text-indent: -18pt;"> by </span><span style="line-height: 115%; text-indent: -18pt;">Blackmore,
Susan. </span><span style="line-height: 115%; text-indent: -18pt;">Oxford University Press</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifJxGvXDzHOY03LPmqLNK6gdutMtSz0zpLfLJJBWHqZscl5vKkn4QUYxT-SR-fNN_dnH-WojU_bU88Wp-dIxCGfvIMWBcCuRlAKkkLx1TH_UzpqRkD-2vVvCbhZofz3vLVgpAgEg/s1600/guns+germs+and+steel.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifJxGvXDzHOY03LPmqLNK6gdutMtSz0zpLfLJJBWHqZscl5vKkn4QUYxT-SR-fNN_dnH-WojU_bU88Wp-dIxCGfvIMWBcCuRlAKkkLx1TH_UzpqRkD-2vVvCbhZofz3vLVgpAgEg/s1600/guns+germs+and+steel.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifJxGvXDzHOY03LPmqLNK6gdutMtSz0zpLfLJJBWHqZscl5vKkn4QUYxT-SR-fNN_dnH-WojU_bU88Wp-dIxCGfvIMWBcCuRlAKkkLx1TH_UzpqRkD-2vVvCbhZofz3vLVgpAgEg/s200/guns+germs+and+steel.jpg" width="136" /></span></a><span style="font-family: Arial, Helvetica, sans-serif;"><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; font-size: x-small; line-height: 115%; text-indent: -18pt;"></span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">5. </span><span style="line-height: 19px; text-indent: -18pt;">Manufacturing Consent: The Political Economy of the Mass Media by </span><span style="line-height: 115%; text-indent: -18pt;">Chomsky,
Noam. </span><span style="line-height: 115%; text-indent: -18pt;">Pantheon.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">6. </span><span style="line-height: 19px; text-indent: -18pt;">American-style (Essay) by </span><span style="line-height: 115%; text-indent: -18pt;">Chomsky,
Noam. </span><span style="line-height: 115%; text-indent: -18pt;">Propaganda, </span><span style="line-height: 115%; text-indent: -18pt;"> Black Rose. </span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">7. </span><span style="line-height: 19px; text-indent: -18pt;">Influence: The Psychology of Persuasion by </span><span style="line-height: 115%; text-indent: -18pt;">Cialdini,
Robert B. </span><span style="line-height: 115%; text-indent: -18pt;">Harper Collins.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">8. </span><span style="line-height: 19px; text-indent: -18pt;">The Blind Watchmaker by </span><span style="line-height: 115%; text-indent: -18pt;">Dawkins,
Richard. </span><span style="line-height: 115%; text-indent: -18pt;">Norton & Co.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">9. </span><span style="line-height: 19px; text-indent: -18pt;">The Greatest Show on Earth: The Evidence for Evolution by </span><span style="line-height: 115%; text-indent: -18pt;">Dawkins,
Richard. Bantam.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">10. </span><span style="line-height: 19px; text-indent: -18pt;">The Selfish Gene</span><span style="line-height: 19px; text-indent: -18pt;"> by </span><span style="line-height: 115%; text-indent: -18pt;">Dawkins,
Richard. Oxford University Press.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">11. </span><span style="line-height: 19px; text-indent: -18pt;">Collapse</span><span style="line-height: 19px; text-indent: -18pt;"> by </span><span style="line-height: 115%; text-indent: -18pt;">Diamond,
Jared. Viking.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span lang="EN-US" style="line-height: 115%; text-indent: -18pt;">12. </span><span style="line-height: 19px; text-indent: -18pt;">Guns, Germs and Steel by </span><span style="line-height: 115%; text-indent: -18pt;">Diamond,
Jared. Norton.</span></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small; line-height: 115%; text-indent: -18pt;"><br /></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 18pt; text-align: left; text-indent: -18pt;">
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small; line-height: 19px;">In case you're interested in a big big list, I am going to be posting one in my DECODING </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><span style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 19px;">COMMUNICATIONS book blog soon. (</span></span><a href="http://decodingcommunications.blogspot.in/" style="text-indent: -18pt;">http://decodingcommunications.blogspot.in/</a>)</span></div>
</div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-90079933699697181052010-02-12T20:57:00.003+05:302012-05-02T10:00:25.925+05:30Whats the hurry?<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="color: #660000;">Update on 1st May 2012: To see glimpses of my forthcoming book Decoding Communications, please visit <a href="http://decodingcommunications.blogspot.in/">http://decodingcommunications.blogspot.in/</a> </span>
<br />
<br />
You cannot rush to gain Trust - especially when one is soliciting investment from financially and emotionally drained investors in the wake of several market scams, misdeeds and misfortunes.<br />
<br />
The financial markets have not even started showing full signs of stability (let alone recovery) and there's a rush to the stock markets to sweep funds in. To squeeze the markets for a quick milching even before they even show full signs recovery is akin to working a recovering workhorse, bound to puncture the slowly building strength and confidence. <br />
<br />
Why is now NOT not a good time to seek funds from retail investors? Well, the most primary reason is that the IPO is only ONE milestone in a long cororate journey and should, at best, be considered as an important direction-setter which determines how the corporate <em>should </em>behave in the future. Once the company solicits newer owners, it naturally needs to be accountable to and transparent with them. If they cant do it right even at the start, chances are they will not be in the long run too. Think of an IPO investement decision akin to starting a business with your neighbour who you dont know too well. Surely in the latter, you dont give your money to anyone who comes asking. <br />
<br />
Investors seek long term foresight in partnerships (though they may stay invested for a shorter duration). If it seems to be too opportunistic - too close on the heels of the god-like Sensex touching indices that make 'marketable' sense to the merchant bankers, it is bound to leave a lasting negative impression on the scrip. The last thing a company going public needs is to be seen as a opportunistic with investor's money. <br />
<br />
While some will invest in any type of a primary market, it is also true that a majority will not, and therefore the danger of IPO shortfall is always looms large. This 'shortfall' is unfortunately not very visible to normal retail investors because usually 'friends & family' pitch in to rescue the IPO by investing huge amounts on the last day (that usually helps 'oversubscribe' the issue), helping you get rid of your post-buying depression, and immediate off-loading. <br />
<br />
Though the primary market still manipulates the investor sentiment considerably (by not being transparent enough), the secondary market is not quite the same and assumes that all have the same information at all times, other than the advantaged <em>insiders</em> (the stock market is a classic example of the fact that there will be a buyer/seller at every price). <br />
<br />
Unfortunately, investors need to add a lot of salt before consuming the 'advise' of IPO merchant bankers, PR and advertising agencies. All these agencies being interested parties and beneficiaries, naturally have a strong motive behind recommending the issue. Of course there must be stricter rules for agencies on the communications issued (with stricter punishments for publishing wrong, misleading information), but the primary culpability must remain with the IPO-company, for if not, it is not difficult to be tempted in a market which uses the primary fuel of greed. <br />
<br />
Responsible companies (and their league of advisors) would do well to give approapriate advise to companies to IPO at the right time, at the right price and with the right messages. Regrettably those seeking money are of a mypopic view, ready to rake any amount from any source unabashedly.<br />
<br />
They think the market has a short memory. But contrary to what they think, the investor who loses money, etches the pain of loss and forms deep unchanging memories about the company which caused it. Perhaps, the fear of a lasting bad image is good enough reason for company going IPO to keep a check on its greed-sentiment and do the right thing. <br />
<br />
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com10tag:blogger.com,1999:blog-9643644.post-41563723655395671012010-02-08T11:31:00.003+05:302012-05-09T23:29:27.738+05:30Science of Apology in Communications<div dir="ltr" style="text-align: left;" trbidi="on">
An Apology in all crisis circumstances is the most important tool that rebuilds the perception of positive intent. This in turn, forms one of the three most important pillars of rebuilding (corporate) 'Trust'. <br />
<br />
For an apology to be impactful it must have three important components. Firstly, it must be honest (and must also seem as genuine as it really is). Secondly, it must show self-sacrifice (which implies that the company or person making the apology must make a statement for the public good). And lastly, it must be done with the right attitude (which implies that it must be made in time & in the right manner). <br />
<br />
Even if one of these three aspects is missing from the apology, the apology becomes counter productive and often deteriorates the image further. When organizations willingly or unknowingly commit errors, the act almost always erodes the trust the stakeholders have painstakingly built and placed on the organization. This is because such errors question two more fundamental building blocks of Trust, namely Competence (if the error was unintentional as in Toyota's case) and/or Intent (in case the error was intentional as in Satyam's case). Unfortunately, in the case of Toyota, the unintentional <em>technical error </em>was compounded by inaction and delay which almost made the lack of action 'intentional', and therefore showed lack of proper <em>intent </em>of Toyota, adding to its PR woes. <br />
<br />
Especially in cases like Toyota, an apology would have been the most important tool to mitigate this Trust crisis. This is because 'acceptance of a wrong' showcases audience empathy, and also helps rebuild a non-threatening ambience (which allows the stakeholder to begin the process of building 'Trust' yet again)- another essential in creating stakeholders capacity to trust the company. <br />
<br />
In fact, the apology is almost a clinical solution to errors, but if its substituted with the placebo of a plain 'acceptance' of the error, its impact will almost always be negligible.<br />
<br />
Endnote: Studying 'Apology' further, the impact of apology is so strong that, strangely enough, an apology even without a transgression creates a very positive influence over the target. If, however, one can find a reason for an apology (without sounding ridiculous) without <em>a reason to be apologetic</em>, it is more likely to exert positive influence over the target. Typical examples of this are in the use of terms like ‘I’m sorry to be troubling you…’ are likely exert a better influence on the target.<br />
<br />
<span style="color: #990000;">(Update on 9th May 2012: This article and more in this blog became the basis for chapters in my forthcoming book 'Decoding Communications'. Please visit http://decodingcommunications.blogspot.com to see the progress of the book) </span></div><div class="blogger-post-footer"><!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd">
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com5tag:blogger.com,1999:blog-9643644.post-67616508306912586912010-01-14T11:29:00.001+05:302010-02-17T17:40:22.959+05:30If you're starting a PR careerWith over a decade of professional experience in the field of public relations after having spent the previous decade in various other unrelated businesses, I often remember the time when I was first introduced to term ‘Public Relations’ as a professional opportunity. I gaped back in answer.<br />
<br />
Despite my outright rejection at the prospect and my first words in reply being “What’s that?!”, I was comforted and told that all I had to do was read newspapers, have common sense; and I would be able to make a business out of PR.<br />
<br />
The response I first gave when confronted with Public Relations is the very same I get from many others when I tell them what I do for a living. Not much has changed I guess. Even sibling professions like advertising or marketing don’t know what PR can do, much less how it gets done.<br />
<br />
Almost ten years later after I joined the profession, I have promoted & managed two successful PR agencies (Blue Lotus Communications and i9 Communications), the second of which was floated right under the nose of the recession in October 2008 and is doing quite well. If I attempt to decipher the reasons behind my success, it is not because I knew a lot; in fact, au contraire, it was because I knew too little to start with. Since I had no formal academic training in PR ( I am Chemical Engineer and have an unfinished MBA in Finance), I was forced to research and read, lest I be found wanting in this subject.<br />
<br />
If you're starting your PR career, or are in it for dozens of years, the only way to stay ahead in this profession is by continuously enhancing your knowledge. Gobble up all you can read and vacuum all the available knowledge from people, books, situations and actions. Read, see, observe and apply it with a full formal theoritical understanding of the subject.<br />
<br />
You're can be confident of success in public relations if you stay continuously hunger for learning.<div class="blogger-post-footer"><!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd">
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com5tag:blogger.com,1999:blog-9643644.post-80485975958601790012009-07-20T18:23:00.000+05:302018-06-16T18:41:40.013+05:30The PR-Advertising gap<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">The world's best marketers clearly understand the value that Public Relations can add to their brand. More importantly they understand the limitations of PR and therefore are able to use it more effectively. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<strong><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">See Richard Branson talk about PR</span></strong><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><object height="340" width="560"><param name="movie" value="http://www.youtube.com/v/dk2AO67dn3w&hl=en&fs=1&"></param>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Unfortunately, there are not that many well-grounded marketers who understand the subtler aspects and nuances of public relations. Usually most marketing professionals are off the mark by miles and they often overlap PR with the external manifestations of advertising. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">But then, PR is not even of the same DNA as Advertising, let alone being look-alikes. Unlike advertising, PR has far more layers and factors impacting the outcomes. Speaking about the two in the same breath is as aberrant as is comparing mud with mud-pie. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Public relations requires subtle skills, advertising relishes blatant outbursts; PR purrs while advertising rumbles; PR builds trust and credibility, while advertising moves the audiences to action. To make the most of these tools it is essential that they are used in the right mix, and not confused the results that they can bring.</span></div>
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com2tag:blogger.com,1999:blog-9643644.post-8595055874159371312009-06-12T09:52:00.001+05:302009-06-12T09:56:26.582+05:30How To Hire A Public Relations Firm by Robert Wynne (picked up from Forbes)The value of good PR is easy to see: Positive news stories help companies retain clients and attract new ones. Delivering that value, though, and at the right price, is hard--and getting harder.<br /><br />The media industry downturn has left fewer scribes to go around, which means there are millions of press releases chasing fewer megaphones. To be heard above the chatter, many companies will hire public relations agencies. This article--the first in a new series, called "A Different Lens" on smart PR strategy--will guide you through the process.<br /><br />While a professional PR firm can deliver huge bang for your marketing buck, this business isn't rocket science. Truth be told, you could do a lot of it yourself--if you had the time and the connections, which you probably don't. That's not self-serving (I'm a PR pro), it's just plain fact. So for companies that aren't scraping to rub their very last two pennies together, hiring PR help, in some fashion, makes a lot of sense.<br /><br />Why is PR so powerful? It's "earned media" in the form of an article rather than "paid media" in the form of an ad. An old friend who worked in the advertising department of the Los Angeles Times explained it to me this way: If a half-page ad in the Business section is worth $20,000, a story on the front page of the same size is worth roughly five times that much. Advertising salesmen will disagree with me on this figure (it's their job), but ask yourself: Do you buy Forbes for the punch and perspective of the articles, or for those dizzyingly dense pharmaceutical ads?<br /><br />Now that you know you need PR, what kind of firm should you look for, what specific services should they offer, and how much should you pay for them?<br /><br />Let's be clear: There are loads of sub-par PR firms. The trick is to find a gem among the crowd.<br /><br />First, look for a nimble, hungry shop. Remember: The goal is to land positive and meaningful media placements. If your new PR partner spends three months getting to know you, deciphering your "value proposition" or colorizing your aura before sending a single pitch or press release, you've wasted money. Within the first month, a good firm should prove its grasp of your business and formulate a strategy in writing that details explicitly whom they will target and what message they will communicate.<br /><br />The services should correlate to the amount of work that goes into them. This includes rooting out the most scintillating, defensible story angles (this requires some elbow grease) and matching those up with the most receptive outlets, be in the form of an event, a press release, pitch letters, informational interviews or all of the above.<br /><br />The price varies based on the size of your company, the PR firm and the audience you intend to reach. For example, I once worked on a three-month assignment for a major defense contractor that wanted to get the word out about its new technology. These guys wanted the full treatment, the kind that costs $15,000 to $30,000 a month. Smaller firms can't afford that, of course, but they can get some decent help starting around $5,000 a month. (Crisis PR, which we'll discuss in coming weeks, costs a bit more.) Typical contracts run six months, with a review after three months that allows you to walk away if you aren't satisfied.<br /><br />Interview at least three firms before pulling the trigger. Here are five factors to consider:<br /><br />Culture. Is your company bureaucratic or entrepreneurial? Fast-paced or deliberate? You will be more comfortable with a firm that mirrors your own culture. I recently pitched a California university that wanted the second part of a four-part "branding platform" to be completed in strict order, including a series of focus groups, before any materials could be presented for PR purposes. By contrast, I work quickly to line up reporters and get the word out. Not a good fit.<br /><br />Experience. Is it best to hire a specialty firm or a general-services firm? This may be your toughest decision. Specialty firms will understand your business faster and have contacts at the trades; however, they may also represent firms exactly like you, so their pitches, press releases and events may all look tired and stale.<br /><br />Take, for example, PR agencies that only represent law firms. They are used to pitching the local law journal, the law firm trades and the legal reporters and the local paper--just like every other law firm. The audience for those stories? Lawyers! So the agency is essentially marketing is clients to their competitors. Better to pitch lawyers to reporters covering a particular industry, so an entertainment attorney, say, should appear in Variety or The Hollywood Reporter. (A not-so-secret PR truth is that trade magazines are the easiest pitches because they desperately need information on a particular industry.)<br /><br />Samples. Review the agency's work. Did it get a few quotes at the bottom of the story for the Springfield Shopper that no one saw? Or did it get clients on the Today Show for a five-minute interview that tripled sales on a new product?<br /><br />References. A good firm should give you at least two clients who can vouch for it. Ask these references what specifically the firm did for them, how long it took them to gain traction with the media, and whether or not the press helped increase business. (Remember, that's the point of all this.)<br /><br />Contact. In larger PR firms, the senior, experienced person you initially meet may not be the one working on your account. After you’ve signed the deal, a first-year associate--and even an intern--may be writing your pitch letters and calling the press. Make sure you know who's working for you on a day-to-day basis.<br /><br />Even if you hire a competent firm, you can't just wind them up and let them go. Plan to hold weekly calls to get progress updates. If your agency sends you a long spreadsheet with incomplete action items along the lines of "Left e-mail to Reporter X; faxed press release; left voice message," you probably aren't getting your money's worth. Which leads me to the final quality you should look for in a PR shop: unrelenting persistence.<br /><br /><em>Robert Wynne is a public relations professional based in Manhattan Beach, Calif. and a former journalist Newsweek and the Los Angeles Times. He has consulted for large firms, start-ups and leading universities. His firm's Web site is www.wynnepr.com. He can be reached at rob@wynnepr.com. </em><div class="blogger-post-footer"><!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd">
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</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0tag:blogger.com,1999:blog-9643644.post-52595731336102186132009-02-10T11:55:00.000+05:302018-06-16T18:47:42.729+05:30Evolution of the PR trainee & executive's role...<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Over the last decade I've seen the role of the junior most trainees and executives in PR change substantially. The first rung in the ladder in the years of yore of the PR profession would start with the mundane task of cutting, pasting & filing news clippings for clients and their competition. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">The agency would typically reason that since this was the most essential grounding that any PR professional needed, the longer they spent time in this task, the better the professional's media knowledge and understanding would be honed. This was also the time when the executive was to <em>'observe'</em> all other activities and get a <em>feel</em> for media relations, client servicing and reporting. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">The other task the junior executives were assigned was to do with reporting. An onerous task at one point, where each of the clipping details had to be painstakingly entered into an excel file with the headline including title, page, journalist and size. Often the poor executive would spend 3 to 4 days per report and if there were 3 or 4 clients, the whole month would be consumed. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">The junior executives who were smarter got some better work too. They would be asked to scout for events relevant to specific clients so that that could be presented in the monthly reviews. If the executive was presentable (and not looking like a teenager!), they may be invited for some client meetings as a reward for their hard work. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">While life has changed for a few agencies over the years, many antiquated PR agencies still make the junior (and sometimes the senior executives as well) clip and source the media clippings. Many a client servicing executive would remember when they've been asked to get up at 7:00 am to sms the list of appearances to clients. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">For the fortunate few, there are some extremely high-end technology services (like bluebytes for instance - see www.bluebytes.info) available to PR agencies which not only take away the mundane work of news clippings, but also provide potent information in the hands of the executive to be able to do some <em><strong>real</strong></em> consultancy. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCjBGjKkojoM27okrBeK9ug7qzuzIH8h3muH9L2JzoKANZNL65VWU2n6AEIo4JbGTbce0D93hfSWF4eD0wJfgrfGh2Zyc-4lp7_mn-Em2n9ZMW-iz5d5fDxHkM-RDhGhyUtnoTOA/s1600/man-in-blue-tie-and-shirt-at-microphones.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="696" data-original-width="1000" height="138" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhCjBGjKkojoM27okrBeK9ug7qzuzIH8h3muH9L2JzoKANZNL65VWU2n6AEIo4JbGTbce0D93hfSWF4eD0wJfgrfGh2Zyc-4lp7_mn-Em2n9ZMW-iz5d5fDxHkM-RDhGhyUtnoTOA/s200/man-in-blue-tie-and-shirt-at-microphones.jpg" width="200" /></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">Services such as bluebytes cover over 450 print publications across the country to give you client, competition and industry news by email and through proprietary search engines. Not only does it cover print, but it also covers all major online media. Today many PR agencies are already outsourcing their media monitoring to ensure more effective work to be extracted from their executivies. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">It would be a crime to waste the time of any executive (junior or senior) to spend time monitoring publications and reading papers to search for client and competition articles.(Whereas they <em>should</em> read the publications to understand them better of course!) The same is true for scanning for events as well. There are many such services available that track all potential events for clients as well. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">So, for the PR executive to graduate in role, PR agencies should graduate in mindset. They need to begin to use modern technology to do the mundane, and let the intellect be used for true consultancy. In fact, if one were to follow Gandhi's maxim of 'become the change you want to see'; the only way PR executives will be able to drive their own future is by choosing to work in agencies which only use technology for all clippings and event scanning. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">If they do not make the right choice of agency the first few years of the executive starting his or her career are sure to be completely wasted in the antiquated agencies.</span></div>
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<!-- Begin #main - Contains main-column blog content -->
<div id="main"><div id="main2"><div id="main3">
<Blogger>
<BlogDateHeader>
<h2 class="date-header"><$BlogDateHeaderDate$></h2>
</BlogDateHeader>
<!-- Begin .post -->
<div class="post"><a name="<$BlogItemNumber$>"></a>
<BlogItemTitle>
<BlogItemUrl><a href="<$BlogItemUrl$>" title="external link" class="title-link"></BlogItemUrl>
<h3 class="post-title">
<$BlogItemTitle$>
</h3>
<BlogItemUrl></a></BlogItemUrl>
</BlogItemTitle>
<div class="post-body">
<p>
<$BlogItemBody$>
</p>
</div>
<p class="post-footer">
<em>posted by <$BlogItemAuthorNickname$> @ <a href="<$BlogItemPermalinkUrl$>" title="permanent link"><$BlogItemDateTime$></a></em>
<BlogItemCommentsEnabled>
<a class="comment-link" href="<$BlogItemCommentCreate$>"<$BlogItemCommentFormOnclick$>><$BlogItemCommentCount$> comments</a>
</BlogItemCommentsEnabled><BlogItemBacklinksEnabled>
<a class="comment-link" href="<$BlogItemPermalinkUrl$>#links">links to this post</a>
</BlogItemBacklinksEnabled>
<$BlogItemControl$>
</p>
</div>
<!-- End .post -->
<!-- Begin #comments -->
<ItemPage>
<div id="comments">
<BlogItemCommentsEnabled><a name="comments"></a>
<h4><$BlogItemCommentCount$> Comments:</h4>
<dl id="comments-block">
<BlogItemComments>
<dt class="comment-data" id="c<$BlogCommentNumber$>"><a name="c<$BlogCommentNumber$>"></a>
At <a href="#c<$BlogCommentNumber$>" title="comment permalink"><$BlogCommentDateTime$></a>,
<$BlogCommentAuthor$> said...
</dt>
<dd class="comment-body">
<p><$BlogCommentBody$></p>
<$BlogCommentDeleteIcon$>
</dd>
</BlogItemComments>
</dl>
<p class="comment-timestamp">
<$BlogItemCreate$>
</p>
</BlogItemCommentsEnabled>
<BlogItemBacklinksEnabled>
<a name="links"></a><h4>Links to this post:</h4>
<dl id="comments-block">
<BlogItemBacklinks>
<dt class="comment-title">
<$BlogBacklinkControl$>
<a href="<$BlogBacklinkURL$>" rel="nofollow"><$BlogBacklinkTitle$></a> <$BlogBacklinkDeleteIcon$>
</dt>
<dd class="comment-body"><$BlogBacklinkSnippet$>
<br />
<span class="comment-poster">
<em>posted by <$BlogBacklinkAuthor$> @ <$BlogBacklinkDateTime$></em>
</span>
</dd>
</BlogItemBacklinks>
</dl>
<p class="comment-timestamp"><$BlogItemBacklinkCreate$></p>
</BlogItemBacklinksEnabled>
<p style="padding-left:20px;">
<a href="<$BlogURL$>"><< Home</a>
</p>
</div>
</ItemPage>
<!-- End #comments -->
</Blogger>
</div></div></div>
<!-- End #main -->
<!-- Begin #sidebar -->
<div id="sidebar">
<!-- Begin #profile-container -->
<$BlogMemberProfile$>
<!-- End #profile -->
<!-- Begin .box -->
<div class="box"><div class="box2"><div class="box3">
<MainOrArchivePage>
<h2 class="sidebar-title">Links</h2>
<ul>
<li><a href="http://news.google.com/">Google News</a></li>
<li><a href="http://help.blogger.com/bin/answer.py?answer=110">Edit-Me</a></li>
<li><a href="http://help.blogger.com/bin/answer.py?answer=110">Edit-Me</a></li>
</ul>
</MainOrArchivePage>
<h2 class="sidebar-title">Previous Posts</h2>
<ul id="recently">
<BloggerPreviousItems>
<li><a href="<$BlogItemPermalinkURL$>"><$BlogPreviousItemTitle$></a></li>
</BloggerPreviousItems>
</ul>
<MainOrArchivePage>
<h2 class="sidebar-title">Archives</h2>
<ul class="archive-list">
<BloggerArchives>
<li><a href="<$BlogArchiveURL$>"><$BlogArchiveName$></a></li>
</BloggerArchives>
<ArchivePage><li><a href="<$BlogURL$>">Current Posts</a></li></ArchivePage>
</ul>
</MainOrArchivePage>
<p id="powered-by"><a href="http://www.blogger.com"><img src="http://buttons.blogger.com/bloggerbutton1.gif" alt="Powered by Blogger" /></a></p>
<!--
<p>This is a paragraph of text that could go in the sidebar.</p>
-->
</div></div></div>
<!-- End .box -->
</div>
<!-- End #sidebar -->
<!-- Begin #footer -->
<div id="footer"><div><div><hr />
<p><!-- This is an optional footer. If you want text here, place it inside these tags, and remove this comment. --> </p>
</div></div></div>
<!-- End #footer -->
</div>
<!-- End #content -->
</body>
</html></div>N.Chandramoulihttp://www.blogger.com/profile/08754432503923863750noreply@blogger.com0