Branding – 922

The randomness of success

Remember, yesterday, I talked about the guy that I met that made me think hard? Well, that hard thinking is still happening! In the sense that what he said, I haven’t been able to get it out of my head. There are a million threads going all over the place but the one that I keep coming back to, again and again, and again and again and again is the one where he asked me about my heroes and their success. He said, what if the heroes that I look up to (people like Steve, Bill, Elon, Jeff, Paul, Raj, Suvi, Rajesh and others) were not really driven by hard work but by randomness. What if they just got lucky and there is no formula that you can take from their success to apply to your life and get successful.

Now, this is a very new idea to me. I mean am aware of the concept of fooled by randomness and the coin-flipping concept outlined in the Superinvestors of Graham and Doddsville. But I never applied that to the success of people that I look up to. I always thought they were ahead of the curve because they were doing something right. And I’ve believed that I can reverse engineer their success and create this magic potion that can help me find success.

But this very thought that the heroes that I look up to could be because of sheer luck, it is not cool. In the sense, I want to believe that success is achievable and there is a path that I can walk to reach the end goal. I am not getting in this debate between goals, path, destinations, etc. Hope you get the drift when I say that you can tread a certain path to reach the end goal.

I tried hard to give evidence against the assertion. I said that if success is random, then how is that some people can get successful at multiple ventures. And before I could wait for a reply from the guy, it dawned on to me that just the law of large numbers can explain people who have multiple successes and people who have nothing. It IS all randomness!

The idea that success is random also sort of questions the very existence of this idea called Saurabh Garg. I mean the inking that I have in terms of what I want to do with life is around enabling others to live their best life and that means I need to help them get successful. But, if I can’t decode success and thus I can’t enable it, why am I even alive?

Which brand has a story worth telling?

Today after a meeting a few colleagues and I ended up at Vikhroli Social (which is located inside the Godrej complex at Vikhroli) and the place had a wall full of Godrej Navtals.

And since I am on this spree to capture photos with my phone and all that, I clicked a few photos. Here is one.

That’s Navtal. From @godrej_group and @godrejlocks. Found at Vikhroli @socialoffline. . Part of a new photo series where I click pictures of some of the most legendary consumer facing brands from #India that tell us some of the most fascinating stories. Supported by @c4ein. . Which other brands do I click? In your opinion, which is the most iconic, most legendary brand from India? What brand has the most fascinating story? A story that is worth telling. To others. To the world at large. . Tell me the story. Help me tell the story. . Please. Cc @planneratlarge . #brand #brands #branding #india #marketing #advertising #media #communication #ad #crowdsourcing #help #photoessay #photography #photooftheday #photostories #storyteller #stories #storytelling #brandStories

A post shared by SG (@altsaurabh) on Jul 14, 2018 at 12:53am PDT

When I saw the photo while uploading on Instagram, I thought it has come out really well. It shows me the Navtal in all its glory. It establishes the product. The character. It tells me what it’s supposed to do. And the wall at the back has some character to it. Its a fascinating photo, if you ask me! Ok enough of self promotion.

I got thinking that I want to go click more brands in action. And tell the stories of those brands. And how those brands have added to the lives of people. And how people have relied on those brands to achieve different things.

People click nature, places, things, conflicts and what not. And tell their stories.
I wish to click brands and tell those stories.

So, what if I convert this into a project? A project that marries my love for brands, stories and photography? Sounded like a good idea. And bam! we have a project!

Here are more details.

What is this project?
Lemme use steps to explain.

Run a poll or something and ask people about what brands do they think have stories worth telling.
Once I get a list of 50 odd brands, I click some interesting photos of those brands (and the products / services / experiences) in action.
Interview respective brand managers and understand more about the brands from the perspective of people who manage them.
Talk to end users of the brand (products / services / experiences). Capture their inputs, emotions.
Compile them into a study or something and publish for everyone to consume.

Sounds fun? Indeed!

To what end?
I dont know. I need to figure out. But as a stakeholder in the business of communication and building brands, I believe these stories MUST be told. To the users. And to brand custodians.

Plus I really think I will enjoy doing this.

Apart from this I am not sure of other reasons that taking this up. If nothing else, it helps me learn more about the business of brands, planning and communication.

The next steps? The question!
Tell me 5 brands that you think are fascinating and have stories worth telling! If I were to make a list, in no order, I will include Cadburys (chocolates), Natraj (pencils), Coca Cola, Paytm and Starbucks.

What are yours?

The end notes
What do you think? Gimme some feedback.

I know I am very far from delivering it and I need to do a lot of work on this before I can move ahead (and I will work on it over the next few days). But I need inputs from you. Help me!! Write to me. Or I am at @saurabh on twitter.

Thank you!

PS: Since this post is about a new project, I have removed the number of days left and the date of the post. This is the 5th day of posting on my blog without a break. Yay to that!

Done with Starbucks

If you follow this blog, or my twitter feed, or my instagram feed, you would know of my love affair with Starbucks India.

Sadly, it has come to an end.

The love affair started in late 2013 when they opened an outlet close to my place (Powai). And in the process gave me that third place that I always craved for. A place where I could be myself. A place where I dont have to bear with the formal environment of an office. A place where I could escape from the overly-causal vibe of a home. A place that inspired me. A place that helped me get in the zone, over an over again and allowed me to do good work. In fact I wrote a large part of #tnks at the Powai outlet.

To me, over time, Starbucks thus became the default place where I’d meet friends, acquaintances, business associates, strangers, first dates and so on and so forth. Every time someone asked me where to meet, irrespective of the city I were in, I could close eyes and ask them to come to the nearest Starbucks outlet. Each store was consistent, each Barista was polite, the coffee was ok but the experience was superlative. With Starbucks, I did not have to worry about things like AC, security, cleanliness, Internet, ambiance etc. I had to think about more important things like making the right impression, convincing the prospective client et al. In fact if I wanted to get a meeting right, I would insist to meet at a Starbucks. Leave the meetings apart, I could spend hours at a Starbucks. All by myself. Starbucks taught me how to be alone.

It gave me so much that I started considering a Starbucks outlet as the greatest place ever invented. And thus, over time, like with lovers, I started taking Starbucks for granted. And I started expecting things from Starbucks. Things that are often hard to deliver if you dont have the interests aligned, the love mutual and shared. Which I know wasn’t. Starbucks after all is a commercial enterprise and while they do have the community’s interest at heart, they have to make money. They have shareholders to get back to at the end of every quarter, if not year.

So with time, as the business grew, the stores started to change. I mean the waiters still called me by my first name and remembered what I order (Java Chip Frappuccino) and I continued to move towards those free drinks and upgrades with every purchase. But the stores became less inviting. Stores became more commercial. Stores started getting “optimized.” Older patrons like me weren’t invited no more. Guess they lost their soul, if they had a soul!

In terms of tangibles, the stores started getting more crowded and the patrons started getting younger. And as a result the service level started to go down, the noise levels went upto a point where it became impossible to hold conversations. Baristas were no longer keen on “knowing” you. They merely wanted to fill in more tables and operate like a McDonalds where the only goal is to rotate tables. Fast. Profitably. Other things stopped mattering. All the cool things that Starbucks does, stands for, took a back seat.

The stores continued to consistently fail to deliver on things that I
expect as a lover, a patron. And like a jilted lover, I can not tolerate someone else getting more attention than I. And thus I am forced to “take” my
affection elsewhere. I am not sure where but someone will take
up the space that has been left vacant by Starbucks. Something that is
little more everlasting and little more permanent. May be. May be not. And of course, its not them, its me! I guess its me who’s at fault. I need to change. I need to give more space. Well, dont I sound like a typical lover left in lurch? Judge me, if you will ;P

But I hope we remain friends. I will of course continue to come over to a Starbucks. But I am not sure if I’d be able to love Starbucks back again. Of course I wish them all the success. They are a great business and they are super cool. I do hope they find love from more people.

As far as I go, I am sure something will come up. Do pray ;P

Till then,
SG

P.S.: I am writing this at a Starbucks. And I will no doubt continue to visit Starbucks and write and spend time and money. But the fanboydom, the love, the undying support, is gone!

An Opportunity for Snack/Food/Beverage brands!

At some point in time, a few years back, I was an account planner with a then emerging advertising agency. I was there for almost two years and dint really do lot of work that I could speak about out loud but I did learn a lot in the process and it helped shape my thinking quite a bit. ~~It has programmed my mind to question every premise~~ My mind was already wired to question everything and a stint with the agency made me learn to try and find reasons for all the actions. Today something interesting happened. During one of those long taxi rides, I started questioning a basic premise and it led me to come up with some amazing insights that a food/beverage/snack company may want to look at.

So, while I was on my way from Bangalore airport to Indiranagar (about 90 minutes cab ride through open highways and crowded city), I had this desperate urge to take a break, rest for a bit, seep in the scenery, tame my mind/thoughts, relax my head/body, eat/munch onto something and generally stop. And there were tons of places where I could have done that. It was an open highway with shops that sold stuff ranging from cheap country made liquor to tea to coconut water to aerated drinks to snacks to chips, cigarettes etc. And this is when I realized that for a non-smoker like me, there is no alternative to smoking a cigarette when I want to take an unscheduled break.

Let me take a break from the back story a bit and talk about a cigarette. A typical planner, would define the cigarette and the use as…

A social object. When I am smoking, there is an instant connect with anyone else who is smoking close by. Both the smoker and the other unknown smoker, suddenly belong to the same tribe. They could start by sharing a light, a stick, a tea, a conversation and eventually a relationship. I can safely say that people bond over a cigarette and its as social an object as they come.
Cheap at 5. It costs anywhere between a rupee and 10. This is the right price point that customers in India are oblivious to. They can spend this kinda money without thinking too much about it. Ofcourse this is a gross generalization (more on this in the next planning posts).
Kill time. A typical tick takes about 5 minutes to consume. This is the right amount of time that someone may want to kill when they are taking a break. Anything short is too short. Anything longer is too long. This is the right amount when you could disappear from that long/boring meeting and yet go unnoticed. This is the right amount of time that you need to recharge your batteries.
Un-awkward. If I am standing on a corner idle, I become an eye sore for everyone else. I dont have a business there. But, if I am holding on to a lit cigarette, I suddenly become a part of the scenery. No one questions my presence. My role is defined. I can pass off as yet another cigarette smoker that is just having his regular fix of nicotine. No one would give me a second look. And no, a cig is not alone here. You could have tea, hold a newspaper or may be merely fiddle with your phone.
Savor the after taste. After I have had it, there is that after taste that I can savor for long. Of course there are people who have issues with the after smoke but thats a different story. Then the kick that nicotine gives, also helps and for the ease of convinience, I would add to the after taste category.
Available. Its as ubiquitous as condoms, potatoes, water and air are. There are small kiosks after every two feets (at least in India, even at remote locations). I can buy a pack, I can buy one stick, I can buy alternatives, I can experiment. Nothing is as easy as buying a cig in India.
Does not affect appetite. Unlike a juice, or a tea or fruits, I can have as many cigs and as often and it would not affect my apetite. I would not skip a cig because having too much of it will make my stomach full and make my skip my dinner/lunch. So it serves the purpose of giving me a break, recharging my batteries and yet not affect my subconscious mind (assuming the ones smoking are aware and yet ignore the results of excessive smoking).

So after this rather large description of a cigerrete as a commodity that we humans consume, here is the million dollar question. Can brands/businesses in the foods, beverages or snacks industries, take these lessons from cigerrettes and create a product? Or may be create an experience? Or may be create a social object? Or something that

To make it simpler, can someone come up with a fmcg product that is cheap (<INR 10), available everywhere, allows me to kill those 5 minutes, makes me bond with other patrons of the product and does not give me anything but a break from the rigmarole?

More I think about it, more lucrative this seems. Ofcourse everyone would have tried taking this space. From things like coconut water to road side tea to street snacks to big established brands like Snickers (break at 4 PM), Kit Kat (have a break, have a kit kat), all the snacks (Hippo, Lays etc), lot of biscuits and million other assorted things have tried but they lack one thing or other. No one has been able to crack this bit as yet and when someone does, it would be a huge huge market waiting for them.

Wonder what do people in the business have to say about this? I can think of a response that one of clients for my ex-agency would have some up with. What else could be a valid response? And this is more of gut feel research right now and I would love to spend more time and effort on this. Primarily to validate the assertations and to unearth more such ideas. Anyone wants to commission a research?

Published first on sgSandbox

Ethos of a teeshirt company

Found this at the uniqlo store at Nanjing Square, Shanghai.

The “New” India Post

Although I try to avoid comments on anything related to work, but this has caught my attention. Exchange4Media reports that India Post has unveiled a new campaign to try and resurrect the 154 year old organization. As a part of the campaign, O&M Delhi has come up with a new logo and a tagline – “Giving wings to your dreams”, which in my humble opinions looks like a line created with Dilbert Mission Statement Generator

New India Post Logo

The agency says that the new logo “depicts yellow flourish on a red rectangle, symbolizing an envelope. Yellow represents a rising sun, while red, signifies the dawn of a new era.” I mean all that is fine but it lacks the class and panache of the simple, classic and yet powerful logo. Who would remember the “dawn of a new era” few years from now? I did not even realize that the yellow pseudo-swoosh on the red background is supposed to resemble folds of an envelope.

What about all the people that India post touches? Think for a minute about people who live in semi-urban and rural India? For a lot of them, postmen and post-offices act as sources of information, news, money, access to reading and writing, gossip etc. Would these people be able to adapt to the new logo easily? Would that trust on the postal system stay concrete? Wouldnt there be a disconnect in their minds when all of a sudden they see changes in the colors and imagery?

India Post - Old Logo

Agreed that the 150 year old institution is reeling under the pressure from Telephony and Internet (emails substituting letters and postcards), private courier companies (for freight carriage and bulky deliveries) and so and so forth. Agreed that India Post is seen as yet another sarkaari company with bureaucracy, painfully slow work environment, lack of enthusiasm and motivation amongst employees but just a new logo and communication is not the way to go about it.

Project Arrow was an initiative in the right direction – to make post offices more than just delivery and access points for mails (there were talks of setting up Internet kiosks, selling insurance, data collection etc.). The idea was to modernize the postal system and revitalize it. They hired McKinsey to work on the turnaround strategy and with the work so far, I am not very impressed. So much for consults being top preference for management graduates.

Ideally along with a management consult, India Post should be hiring a HR consultant to put some sense in their employees to start with. And then the marketing and branding consultants to help out with communication part. Its always an incremental process and has to be like one baby step as a time.

I am very disappointed with the new logo. And since we live in a democracy, I can not really do anything to stop Mr. Scindhia Junior to actually not use it. And with due course of time we will get used to it. We saw the same with Godrej, Shoppers Stop, Canara Bank, Axis Bank, Union Bank of India and their new logos. There is a huge hue and cry when the new logos are revealed. And with passage of time, people get busy with their lives and forget. The institution losses. The identity is lost. The classic era fades away. Only entity to win is the agency that has created the new logo and has charged pretty bucks for it.

Please note, the opinions herein are purely mine and mine only. Please also see my Discovery of India. The timing of the new logo and my discovery is purely coincidental!

khddssd blogs

Note: Edited on 20 May 2013 to remove links.

There was I time when I would boot my blog editor on Blogger and post about every small leaf moving with every strand of wind. And then there came a time when I would post things that are truly monumental.

As we increasingly live in a digital world where every bit of data and information you put anywhere on the Internet can be searched and indexed and retrieved easily. And moving with the times, I need to change the way I blog.

I will no longer create a new post on every small update. Now its about one place for everything related to a particular topic.

This might mean several edits on the same post.

This would mean trouble for people reading my blog from RSS readers.

This would also mean comments going out of context. This would mean more trouble.

But I think the trouble is worth it. A post would no longer remain a small rant on things. It will, over a period of time, become a long page with lots of details on a particular topic. It will become my personal Wikipedia. In fact I had realized this long back and hence the pbWiki.

Also I have realized that juggling multiple blogs is very difficult. Apart from contributions to mutiny.in, pluggd.in, venturewoods, I manage quite a few blogs. My photoblog, personal blog, new new thing, Friends from Creativeland, value investing and probably a lot more blogs that I am forgetting (yes unofficial MDI blog, MML blog etc.). It is very difficult to juggle between all these. You tend to put a lot of effort on creating one and promoting it and as a result you ignore the other ones to die their natural, slow and painful death.

What do you think? Should I post on every small think? Or one large post with lots of data and information works?

Originally posted on here.

Cadburys Main Khush Hoon Khamkha

This is one of those few ads that I really adore. Khamakha from Cadbury’s

Copy:
Khamkha muskuraaon,
Khamkha gungunaon,
Khamkha chalta jaaon main,

Khamkha machalta hoon,
Khamkha fisalta hoon,
Khamkha uchata hoon main,

Main khush aaj Khamkha,
Main khush aaj Khamkha,
Main khush aaj Khamkha yaaron.

Vid on Youtube:

In fact this is one of the reasons why I jumped into advertising.

Branding 101 for Digital Brands

In this post I shall talk about brands as I understand them and as they are applicable to digital brands. Please note that this list is still in beta and will evolve with time. Your feedback would be really appreciated.

This is required because we need to stop looking at startups as just startups but serious businesses where branding plays a vital role. Often, the way you look at the business makes a lot of difference to way you work.

Coming to the point, I think there are three principles. Utility, Emotional Connect and Relationship that goes beyond just one product.

A: Utility

Customers never talk about a brand they are going to use. They talk about the action they will perform. What problem does the brand solves?

I need to book and air ticket. I will use Cleartrip.
I need to upload slides and show them to friends. Let me use Slideshare.

The brands that can make themselves synonymous to utility invariable become the leaders.

Can you Google the data on number of Internet users in India?
Can you Slideshare your presentation please?

The utility could be functional, mechanical, emotional, psychological or any of those –al things.

Using Twitter helps me stay in touch with friends on the go.
I use FB because the elite Internet users in India are on FB.

B: Emotional Connect

A customer will use a brand that he can associate himself with.

I like Apple products because they stand for innovation, user interface and simplicity.
Google stands for open culture. I am an open source evangelist and hence I will use and promote Google initiatives.

If possible, the association with the brand should elevate the status of the user.

Google could have invited everyone when they launched Gmail. Limited invite was a way to get traction. All limited launches are like that.
Alltop gave away batches like “featured on alltop”. People displayed these batches because it was a way to show off that you belonged to the best of the category (as rated by alltop).

C: Relationship extending beyond single product

The relationship should start with one product and when the company launches more products, I should be aspiring to buy them too. This is very important for creating sustainable businesses that go beyond one time relationship.

My relationship with Apple started with an Ipod. I have already bought a MacBook and have pre-ordered the iPhone.
I started using Google as a search engine. Then I started using groups. Then it was Gmail. And then calendar. The list continues.

Which one of the three things are valid about your brand? If it does only one, how can it do other things?

Please give your feedback to me at saurabh.garg+digitalbrands@gmail.com

Ceat, Shoppers Stop and Godrej Rebranding stories

Three very big Indian brands have gone for a makeover. Godrej, Shopper’s Stop and Ceat. Before I get into a long rhetoric on these individually, I think except Godrej, Shopper’s Stop and Ceat have got it wrong.

Godrej Industries Ltd.
Godrej has added colors to it age old logo. Shoppers’ Stop and Ceat have completely changed their looks. Also, Shoppers’ Stop says “Change is Good” and Ceat says “Change is here”. I wonder if both these have been created by same team?

Godrej the behemoth that sells everything from shoe polish to animal feed to almirahs to locks to lavish food for rich to real estate to a lot of things unimaginable has got a new look. They did not do anything drastic. They retained their logo. Added some animation, color and jazz to it. As a customer I love what they have done. For me I have grown up in house where we had tons of Godrej almirahs and locks and for me Godrej means trust. Is the new look enhancing that? No it does not but it gives me a sense that owners are trying to reinvent the old company and are committed about it. And since And are they doing it because a Godrej Properties is planning to come with its IPO?

Shoppers Stop
Coming on to Shopper’s Stop, its is a chain of premium retail megastores. They sell clothes, accessories and other fancy things that riches and the great Indian middle class buys. In fact they are amongst the first players in Indian retail industry to have experimented with large format stores and organized retailing. Their earlier logo and identity was very classy by Indian standards and for the last 10 odd years that logo has been itched in the minds of the customers. It had everything a premium brand’s logo should have – curves, stars, symmetry. It was very very appealing.The new logo is anything but premium and yet is a good piece of work on a stand alone basis. But moment you compare it with older logo (and comparison is inevitable), it looks dull. It looks like someone has stepped back in time. To start with it is plain text in a font that can be used by anyone and everyone. A plain text logo could have been good if you added colors, gradients or other elements to break the clutter (hint Godrej). But that too is missing. I think they wanted more serious and elegant look for the brand and the logo has failed to deliver that. I would say this was created by an amateur designer trying random text layouts.

I have no clue what warranted the need for a change in logo. I understand that Shoppers’ Stop is coming up with an IPO but did it require a change in look?

Ceat Tyres
Ceat is one of the oldest tyre manufactures in the country. Its a publicly traded company and although I have not had any interactions with their business (never purchased a ceat product), have heard a lot about them. The new logo looks like a half baked pie. Its like work in progress and first time I saw it, I could not relate it to the type manufacturer. When I read the headline, that was the time I realized that it was ceat they were talking about.

As a customer and as an observer, I like their earlier logo better. It had a meaning to it. I could see a rhino and I could conjure an image of a vehicle running on a ceat tyre negotiating hard curves. The new look might also have a road (the E looks like a road with a divider) but it fails to conjure any kind of imagery. Is there a trend in design houses to move towards plain text fonts with minimal use of colors? Or both Shoppers Stop and Ceat have been done by the same agency with a Creative Decision Maker believing that plain text is good and we should talk about change to go along with that?

Its often said an organization is as good as the decision makers it has. I dont really think design teams for both Shoppers Stop and Ceat have done their homework and tried to design a contemporary look. And they should consider the fact that people do not buy products or services. They buy and consume brands. And brand is something that makes the decision process for the consumer simpler. Not more complex by creating conflicting images in their minds.

Design, Advertising and financial markets may sound very different but there is indeed some kind of a relationship. Any more IPOs or redesigns coming up .. ?

P.S.: All the comments are not from an aesthetic point of view. I am hardly a person who has good design sense. I am talking from the perspective of a customer. I have tried to think how would a customer feel when he is interacting with a brand that is supposed to be premium.

All three companies trade on the stock exchanges and I own certain number of shares of Godrej Industries ltd. I might or might not choose to buy/sell these shares.

And I just realized that I am indeed passionate about brands and way consumers think abut brands. As a very good friend would say .. “Aha” moment of the day !

Tags: IPO, Indian Financial Markets, Godrej, Ceat, Shopper’s Stop, Retail, India, Design, Logo, Re-design, Advertising, Marketing, Branding.