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!
That's the name of the Guy Kawasaki Book. Love the name - Art of the Start . Wish I would have thought of it first:-) Anyways, what I ...
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...
Was doing some research for my Bollywood book. Essentially trying to figure out why certain things, stories, anecdotes on celluloid stick, o...
Friend of mine sent this...Cute and funny! Sending it to my mother!!
One of the entities under The Futures Company is Yankelovich - a leading consumer research company that has helped marketers understand con...
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...
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...
Like most of us, I have been privy to the out-of-work Bollywood actor Shilpi Shetty's bizarre turn-around in fortunes through the Britis...
It's been a gap of two weeks from the blog...The longest in quite some time...Work, a few articles and general lethargy. No sublime or s...
The world's biggest agency groups are battling to expand their presence in Asia's fast-growing digital industry. After a series of b...