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!
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...
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...
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...
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...
One of the entities under The Futures Company is Yankelovich - a leading consumer research company that has helped marketers understand con...
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...
I know this brand or shall I say concept for precisely 12 hours now. And I have already interacted with it 6 times! Have spent $25 online(it...
Often knowingly or unknowingly I end up comparing my childhood with that of my 3 year old son Neo. And wonder, gape, marvel, cringe, ponder...
It's been a hell of a long time away from the blog. I feel guilty, anxious...and the fingers feel a bit rusty!! So where was I and what ...