I was briefing Kapil this afternoon and once again I experienced a sharp reminder that some words have lost their meaning and some meanings need new words!
Sample this! What do you think when you read/ see/ come across words like Trust, Imagine, Building India, Farm Fresh, Taazgi, Wow, New Improved, It's different...?
As a consumer, with every subsequent dollop of use, these words mean less to me if anything at all. And yet as a marketer, agency creative or planner we continue to recycle them in 30 sec TVCs, in briefs, in power-point presentations, as brand positioning thoughts!
It's time to re-look at the inventory of words and re-arrange them or import new words from other categories/ sources, or invent new words to label old stuff. Because if we do not stand apart from the crowd, we will never be able to get noticed in an attention-deficit world!
On the other hand, there are some new meanings that are in seacrh of descriptors/ words.
- I want one 'word' to describe the feeling I have at the increasing sense of technology whizzing past me.
- I need a word to describe the growing role of design in brand selection.
- I am on the look-out for a word to describe the frequent anxiety I feel of not doing anything in an always 'switched on' world.
- Any suggestions to describe the diminshing joy experienced in every subsequent indulgence.
- One word for the new love-hate relationships we have with many brands( TOI, Coke, Microsoft)
As communication people, we must experiment more often with the inventory of words, visuals and symbols. We are dealing with a jaded world mind, an-overadvertised global brain.
In order to interest people, excite them, win their trust, loyalty or 5 seconds of attention, new permutations and combinations of words and meanings are needed!
Friend of mine sent this...Cute and funny! Sending it to my mother!!
At my company, am a part of a 'creative committee'...Currently, we are doing an all office audit of what are some of the creative st...
As I wade through the workplace, transitioning from agency planning work to consultant work there are interesting shifts that are taking pla...
Just stumbled upon what appears to be the promotional website of the UTV film (Jhootha Hi Sahi)- JohnAbraham.com... I quite like the simpl...
Some time back I had promised myself that will pen this post about Ram aur Shyam! Well, Ram aur Shyam were these two characters(detectives...
When I look at life around me, I find a world where highbrow and lowbrow, producer and consumer, mass media and blog media, technology and ...
One of the entities under The Futures Company is Yankelovich - a leading consumer research company that has helped marketers understand con...
Just came back from a 3 hour breakfast at Roots Cafe - great poha, chilla jasmine tea and early morning drizzle...And the sight of two cute...
As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen...
The world's biggest agency groups are battling to expand their presence in Asia's fast-growing digital industry. After a series of b...