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Sunday, April 20

Sunday, Taglines and Virtual Worlds

Yet again I am in Delhi on a Sunday! Got an early morning client presentation tomorrow...Missed taking Neo to the Juhu beach and bandstand!! Waiting for breakfast...

A while back had written a post on the 'diminishing return on taglines'. I had largely meant those of the 'xyz de variety - hila de, pila de, ghumaa de!

Here's an article on adage.com in support of the enduring power of tag-lines. Have a read here...

A good article by Reuben Steiger of Second Life on 'Merging the Real and Virtual Worlds' again on adage.com here...

Reubens insights peppered with my own...

- Virtual worlds are a significant and fast growing market.
Okay in India, it might take a longer time because of bandwidth issues but we need to be mentally prepared for the virtual world to export our brand thinking when bandwidth sorts out...

- Virtual worlds are a subset of social media, which accounts for 30% of consumer internet activity in the US according to Comscore.
As I mentioned in my last post, in India the media participants are largely fence-sitters around social media. A layer of virtual world is perhaps too much change, too fast:-)

I think it's time to start a digital media adoption and first steps consultancy under Tribal...Must speak to my colleague Leroy on this!!

- Virtual worlds turn the web into a "place," allowing users to connect face-to-face in real time.

- Early data suggest that levels of brand engagement in virtual worlds are extremely high. Millions of Us has conducted some 60 engagements in virtual worlds for clients with engagement per user ranging from 2 to 24 hours.

- There are 550 million users of social networks and as users begin to put virtual "rooms" on their pages, the game will change significantly.
Agree, as I flipped through the A G Lafley and Ram Charan book, Game Changer on the flight to Dilli yesterday, was wondering on similar lines. Though, nobody has the idea of how exactly the real and virtual worlds will collide, mash up in the next 18-24 months, what is undeniably true is that the game will have further changed for brands, marketers, analog and digital agencies alike!!

Four toast, some tea and a badly made omelette has arrived:-)...Enjoy!

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