Human Thinking

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

Why I like mountains?

Me @ Yanker Pass

On way to Mumbai, in an Air France flight, flying over mountains.

I have often asked myself if I am a mountain person or a water person. To be honest, I like both the things. There is no better feeling than climbing a mountain, reaching the top and anticipation of the world that lies beyond it. On the other hand, a water body is all I can ask for. I love the concept of swimming, boating, water sports and my idea of fun is actually spending a day with water sports.

If it is not required that I put myself into a category but an introspection on this can be a fruitful exercise. Not that it would help me economically, it would help me frame my thoughts better when I talk about this to someone next time.

So, what is about mountains that I like? I think there are multiple reasons. First would be the sense of achievement that you get when you have climbed to the top of the world. Its like an award for a difficult task done well.

Second could be being at a place where so few people have reached. Not a lot of people think like that. Being able to climb makes you one amongst the few special ones.

Third is obviously the view that you get from the top of the world. There are so many things that you can see from there. The entire world transforms into a giant landscape with miniature objects. All objects are disconnected with each other and yet collectively they are part of something larger at the same time. Suddenly you feel so powerful about the fact that you can see everyone and no one being watched can even imagine that they are being watched. Its like being able to control the destinies of people.

Fourth I think is the curiosity. I want to discover the hidden, create the unthinkable and explore the secret worlds. A mountain is like a symbolic barrier that prevents this movement and exploration. I agree that we now have travel options that are easier and more convenient than sleeping in a luxury bedroom, but still the thought that mountain is a barrier and you can overcome is exciting.

Fifth the sheer size of the mountains makes you feel so insignificant. You can climb on for days and you will still remain as far from the summit as far you were when you started.

Sixth the mountains makes you realize that we the humans are very fragile. We live in our comfort zones and take things for granted. Moment there is a hint of adverse situations, like the ones on mountains; we realize how weak we are. How insignificant are the things that we spend our lives chasing.

Seventh the climb itself could be tiring, taxing and fun at the same time. You invariable come across thousands of species of life including a few human tribes that have been battling the mountains and have survived for ages. These are the people who have fought against and won the evolution battle. If evolution was correct, there people would have migrated to plains, in easier living conditions and would have concentrated on creating better generations. But here they are, living in tough conditions, with old tools, without complaining or leaving their homes. There are times when you wonder how did the very first these men and women reach the mountains and why did they decide to settle there. Still further, how easy or difficult would have lives had been when all they would have had is their courage and few very basic handheld tools. What about the times when they got hurt? When they got sick? And what about the fact that we humans are social animals and anyone devoid of any contacts with other human cant really develop in true sense. Would these people even bother about their development? Before I get on another tangent about existence and meaning of life, need to think of another reasons.

Eight I think climbing a mountain teaches you quite a few things – teamwork, decision-making, crisis management, character development, preparation, adjustability, attitude, fear, courage, strength. I can carry on adding words. Bottom line is that everything starts because of one reason – being in an uncertain and unfamiliar environment. And you develop all these skills because you are trying to be in control of situations. Or should I say trying to cope up.

Ok, now one of my colleagues has wakened up and anyways I am out of my wits on this, better take a break.

A picture is worth 1000 words: Success.

Success.

Please click to enlarge.

You know its Delhi when …

After living in Delhi for 24 years, I moved to Mumbai last year. On a recent trip home (Delhi), I realized that there is so much there makes that place very special. Here is a list of 19 things that I could think of immediately.

You know you are in Delhi

When you have honed your negotiation skills over the years by never ending haggling with the autowallahs and rickshawallahs over amount as minuscule as 1 rupee.
When you know more about your neighbors rather than your own family. And you see that your neighbors remember your aunt’s son-in-law’s birthday.
When bus passes and Metro cards become a currency.
When community buying becomes the norm and vegetable seller takes the place of the chaupal where ladies gathers to share gossip.
When U special buses are followed by bikes. And cars.
When any one wearing a skirt is stared at by everyone. Even the person wearing the skirt starts staring himself/herself.
When autowallahs simply refuse to go by meter. And they dare you to do anything about it.
When people drive as if the road is their personal property and they can do anything they want to on those roads. And they mean it.
When you have to bribe for any small government work. And to even pee.
When everyone knows someone big and throws attitude because they know someone.
When you spot a chole kulche bicycle in every nook and corner of the city.
When hanging from DTCs buses becomes a norm and your day feels incomplete without it.
When you use a student bus pass even after you have graduated from college 5 years ago. And you are ready to go any lengths to get it renewed.
When you boast of awesome infrastructure the city has all the while screaming profanities at Sheila Dikshit and Congress govt.
When spotting a celebrity adds to your coolness factor. And you weave stories around it and repeat them at every speaking opportunity.
When you buy and sell books at Nai Sarak and hope to spot girls doing the same thing, strike a conversation and leave as a couple.
When giving seats to old women and kids in Delhi Metro becomes a fashion statement. And then curtly asking them to hold your bags, suitcases etc.
When sealing and policing takes a new meaning altogether. Shops are sealed, de-sealed and sealed again.
When there is some sort of strike, procession, movement is being staged at Jantar Mantar and you start assuming that it was build to host these rather than tell time.

Obviously the list is incomplete and I shall keep on adding to it. Please drop in comments and help me make it longer.

P.S.: I love Delhi and there is no city like Delhi. The tone might sound derogatory but trust me its not meant to be like that.

Basic Human Needs – An Indian Perspective

I was reading this awesome text located here about Basic Human Needs. I am trying to draw parallels between that text and people in India as I know them.

The article says that there are 9 basic human needs. These are Security, Adventure, Freedom, Exchange, Power, Expansion, Acceptance, Community, Expression.

Following are my opinions and views on these 9.

Security – Most people I know tend to have this need. In fact if I can generalize things, most Indians would have a very high security needs.

For me, Security is not that big a deal.

Adventure – Again if I could generalize, most people would want to believe that they have high adventure needs, I dont think they really do have it.

And yes, I do have high adventure needs. And yes I have all positive aspects and a few negative aspects. Wow. This is accurate.

And I should not make friends with people with high needs of security.

Freedom – Again this is one of those things where people would want to believe that they have freedom but they dont really have it. They are cooking pre-cooked food.

As for me, I DO belong to the group of people who think they are free but they arent. We shall get into more details in subsequent posts.

Exchange – Yes, most people around me have high exchange needs. From things as mundane as recipes to things as involving as gossips, people do exchange things around me. But somehow we dont really make good employees. I think its because we are most bothered about “self” than the group.

Me, I think I have high exchange needs. I express them by participating in discussions etc. Actually, come to think of it, I have high recognition need rather than exchange need.

Power – People tend to think that they have high power needs but they lack initiative. Most of Indians around me tend to wait for orders. They love passing buck.

And I am also lazy. I dont think I have power needs but as I said, I have very high recognition need.

Expansion – I did not understand this one.

Acceptance – Very much. Most of the world around me has high acceptance needs. Probably can be attributed to the way we are raised in India. Every small achievement if praised and highlighted and as we grow up, we grow used to appreciation. We need acceptance for our efforts.

I also have high acceptance needs. I think acceptance and recognition go hand in hand.

Community – People say that Japanese have strong communities, I would say Indians have stronger communities. We might not be as loyal as Japanese but yes we tend to stick to our clans. We are still divided in Baniyas, Shudras, SCs, STs etc.

I personally want to break free of these communities but knowing myself it will be a difficult task.

Expression – I think I confused this one with exchange. I think people want to express themselves in India but because of way we are brought up (keep secrets within a family, women often dont have the opportunity to speak up etc), most of us dont express. Although when we start expressing, we can be very good at it.

I love the concept of expression. In fact one of the things that I want to do in life is to express myself. I have used images, text, videos in the past and I would love to experiment with other things.

Anyone wants to share their opinions?