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Tuesday, September 25

Spatial Reach of Brands and Us

Have been down with an eye infection which has severely curtailed net-surfing or substantial reading...Bored I figured book-surfing a better way to kill time!

Was flipping through 'Revolutionary Wealth' - the Alvin & Heidi Toffler book...Stumbled upon the chapter on Spatial Reach(chapter 11, pp73-77)...Found it quite interesting and relevant.

Some quick mental notes before the eye starts hurting again:-(

1. The Tofflers talk about the increased geography of our travel reach. We travel between countries as our parents travelled between cities...

2. Then there is our new on-line/ virtual reach. What co-incidence...I just discovered(through Google Analytics) that this blog reached 23 countries over the space of last week. Of course the bulk of the visitors being from India...What an amazing Spatial Reach we have today. Toffler says in 12th century Europe, the average peasant in his entire life-time just travelled in an area of about 15 miles around his village...

3. The spatial reach at the workplace is also global these days. I often respond to a mail from Singapore in the morning, then check for updates on the 'Digital Sparks' Ning site(which has members from all our 14 offices across Asia. There might be a stray comment on the blog from another city. A chat with my brother during the day on Google Talk. Another with a quali researcher from Bangalore on a collaborative project.
Quick phone calls with my planners in Delhi and Bangalore...A mere click on the blogroll transports me to US/ UK/ parts of Europe...What a fascinating web this personal spatial reach has become. Unimaginable a few years back!!

4. And what about Brand Spatial Reach? Today, we have access to brands, it's marketing and marketer's POV across geographies...It's both a boon and a challenge. Because with the growing spatial access, people also communicate about their brand relationships as much as the brands can reach to different parts of the globe...

It would be really cool to draw my personal spatial reach...I hope a software exists somewhere to do this. Maybe Google can help:-)

1 comment:

Smiling Dolphin said...

there are pros and cons to spatial reach. the loss of interpersonal contact - the real human touch - gets palpable. a computer can never take the place of a trip to a school in a class three town for eg.