Author name: Shubranshu Singh

Consumer Marketing = (Attention + Cognition + Action) A brand is the sum of the product and its personality with all dimensions involved there. The moment you introduce the concept of personality you should think of the brand as a person looking to have a relationship with other people. If a person acted the way most advertisers do, they would find themselves isolated, ridiculed or worse , punched in the face !! This is because being loud, direct, pompous, repetitive is hardly the way to secure a long-term relationship. The better way is to start listening, be yourself and build the relationship slowly but surely . Along the way you’re hopefully remarkable, funny, relevant , profound or cool !! #marketing #brand #sociology #personality

A rookie brand manager and media planner together should be able to answer these questions : Should we be maximising reach or targeting of audience subsets ?‬ ‪Should our media effort address the total market or chosen segment(s) ?‬ Should we approach the market via Mass Marketing campaigns or Targeted customer outreach?‬ ‪What’s any given Media platform /channel’s utility besides giving us the widest reach? ‬ ‪Yet , the answers to these questions remain inconclusive even at the highest levels of marketing in mega corporations. This is due to excessive data and also scarce data ! ‬ Moreover, legacy systems, managerial inertia , baggage, risk aversion, ‘theory over common sense’ , delusions of grandeur, vested blocs and bureaucratic apparatus all contribute to this lack of clarity. #marketing #campaign #digitalmarketing #audience #targeting #influencermarketing #marketingstrategy #socialmedia #brandmanager # #socialmediamarketing

Marketing to youth is the most creatively fulfilling of all. This is because you are addressing people who are in the most intense phase of their lives. They are people who are experiencing -in the broadest way – things that will define who they are and what they evolve into. They are experiencing freedom and independence, exhilaration and discovering the world through a group of friends who often matter more than family. This intense development of self awareness , excitement , confidence and the feeling that they are beyond age and time….this is something only the youth have….. That’s why marketing to youth is very special. Only the exciting, authentic and spirited survive. #sociology #society #lives #marketing #people #feeling #softpower #youth

To create successful marketing programs for the youth, a brand or advertiser must venture deep into their world and contribute something motivating and substantial. Young consumers ignore those who try and associate superficially. They don’t appreciate brands casually being in their world. A variety of sub cultures: sports, music, fashion, gaming , raves, skateboarding, graffiti-street art, hip hop, punk, grunge ,Teds, rockers, mods etc have been the core areas of activity and engagement amongst youth. If a brand wishes to engage it has broadly the following ways in which to do so: it can choose to be a platform that allows for the growth and development of a given sub culture. It provides resources feeding back into the subculture or indeed glorifying certain parts of it. Or, it can choose to be the catalyst-promoter of a movement by itself. In any one of these above mentioned cases, the brand gets integrated and has an opportunity to contribute in a positive way. The thing to observe is what happens when a brand associates deeply with certain talent, movement, subculture – does it get amplified, strengthened or commercialised, dull, boring and eventually – dead? #youth #marketing #brand #millennial #personality #cultures #softpower

“A great man gets one sentence in the history books “ – Claire Booth Luce- In 1962 a conversation happened between Congresswoman Claire Boothe Luce and President John F. Kennedy. Sensing that the President had too many competing agendas, she sought to focus him by asking him to think about his “one sentence.” A great man,’ she told him, ‘gets one sentence in the history books” for example, Abraham Lincoln’s sentence was: ‘He preserved the union and freed the slaves.’ Franklin Roosevelt’s was: ‘He lifted us out of a great depression and helped us win a world war.’ Luce feared that Kennedy’s attention was so splintered among different priorities that his sentence risked becoming a muddled paragraph. This is a profound thought for us all. What is your sentence going to be ? #reputation #brand #legacy #life #work

As a contagion spreads, infecting thousands, and forcing thousands more into quarantine, the world -and life as we know it – changes. With disrupted daily life, closed schools, packed hospitals, and absent social gatherings, sporting events ,concerts, conferences, festivals and travel plans ; life and society ,as we know it , gets put on indefinite hold… In 1947, when he was 34, Albert Camus, the Algerian-born French writer (won a Nobel Prize for Literature at 44, and died in a car crash aged 47) provided an astonishingly detailed and penetrating answer to these questions in his novel The Plague. Camus shows how easy it is to mistake an epidemic for an annoyance. He also wrote that in times of pestilence we learn that there is more to admire in men, than to despise I hope it’s true I hope it’s true .. I hope it’s true … #society #pandemic #precaution #cultures #lives #hope #human

King Lear, late at night on the cliffs asked the blind Earl of Gloucester “How do you see the world?” Gloucester replies “I see it feelingly ….” In Shakespeare's King Lear, there are several sequences which relate to the blindness of its various characters. Blindness that differs from one to another , because of what they are able to see or not see and also because of their nature. Pride,anger, jealousy, selfishness and ambition obstruct our vision… The world needs us to see with our hearts as we do with our eyes. To see ‘feelingly’. Without empathy, concern, kindness…the world will cease to be anything worth saving. We must remember this in these difficult times ….. #precaution #heart #vision #human

Science and Expertise must be respected. Our sense of panic should not let us discard evidence and common sense. We must cooperate with every authority that can help. The 1918 flu epidemic killed 50 million people worldwide. In ‘The Great Influenza ‘ -a book written by John Barry – the critical importance of public trust is underlined. Trust comes from Truth… Truth comes from Transparency…… Think of those people who don’t have the means or savings to survive for 60-90-120 days The only way to get them back to being able to earn a living is to get things back to normal by breaking the chain of infection Crores of people risk a devastating loss of livelihood and we owe them this…. PREVENTION IS THE ONLY CURE Remind yourselves 10 times a day ! #coronavirus #IndiaFightCorona #precaution #pandemic #prevention #awareness #commonsense #fortitude #lives

Since the end of the Cold War in 1991, the entire world was run by American global capital and policed by American military power. Nation states were losing out. Privatisation, global trade, terrorism and universal access to information – these were the forces shaping the world. Now, it seems likely that the ‘post-Coronavirus’ world will be different. #power #nationalism #globalisation