Image Vs. Algorithm

I was there at the Mandrem beach in North Goa sipping Caipirinha a fortnight back. There was a debate with a friend about the origins of the cocktail Caipirinha. She fished out the blackberry, got to Google and that settled the debate.

On a languid summer afternoon near the warm beach, search was still as effective!! Later that week, I dwelled upon a little more on search and its growing impact on the business of brands!

Born Sep 15, 1997, the day google.com was registered; Google is still an 11 year old. But the new kid on the block is changing the brandscape like no other tech development in the new millennium.

Thanks to search, the consumers today can easily peep behind the image and the make-believe façade of brands. Search can pull the cover off a million dollar marketing hype, the hidden brand agendas and uncover the real truth behind carefully orchestrated celebrity brand endorsements.

And so what if the consumers can’t recall the brand name(aided or otherwise), some of them increasingly say – “we can search what we want, why then do brands keep repeating the same old story?”

Is 'Brand Image'(as we have known) finally giving way to the power of the Search algorithm??

A creation of the packaged goods and advertising industries, “brand image” was pre-supposed to be a key ingredient and driver of purchase intent across many categories.

But in reality many people paid/ still pay more for things because they don't know better. A lot of brand behaviour is driven by habit, lack of sufficient information and sheer inertia which may be wrongly attributed or labeled as brand loyalty!

In contrast, the Google page rank algorithm, the by-product of the quest of the "perfect search engine," defined by co-founder Larry Page as something that, "understands exactly what you mean and gives you back exactly what you want" democratises the brand world. And under a second provides access to information around not just the brand but a whole list of related keywords.

Do a Google on Tata Sky and you get not just the official web-site, but all the new DTH packages, a comparison between Tata Sky, Dish TV and Big TV, the Wikipedia entry on Tata Sky, how to order Tata Sky online at sify.com, discussion forums on indiabroadband.net and mouthshut.com, a Business Standard entry on the DTH industry losses in 2008-09. And we are still on page 1. One can troll 3.23 million entries for Tata Sky in under 0.05 seconds!!

A consumer can start his search at Tata Sky or DTH and end up ordering Big TV. Almost always, a bit wiser, a lot informed and without ever having to remember any ad, the tagline or the TVC.

If you have related thoughts on how search is altering brands and our buying habits, do ping!! Happy New Year...

Aamir - the blogger Khan

There is a sliver of a chance that I may get to meet Aamir(Khan) for my book. One of my close friends has promised. Maybe post the release of Ghajini...

So, while I keep my fingers crossed, I also decided to google all his interviews and other facts and trivia. He is a meticulous man I gather and I better be prepared.

And so I spent about an hour on his blog yesterday. I had stayed away from these celeb blogs earlier because in my own mind I just couldn't reconcile the Bollywood stars(so used to fame and manipulating mass media) with the simple, democratic and conversational act of blogging.

But alas I was wrong as far as Aamir's blog is concerned. This khan gets it. I mean he really gets blogging!! While many of my clients and few of my digital savvy colleagues(from past and present)still don't get it:-)

1. The posts are written exactly in the manner one would imagine Aamir to talk in say an interview.

2. The posts sound real. He talks about his anger and helplessness at the Mumbai blasts. How he felt screening TZP in Seattle for the IDA (International Dyslexia Association). Even the fact that he couldn't sleep one night because of ants in his bed:-)

Now this isn't rocket science. The being real part. But brands and brand managers seldom get it right.

3. It's okay to make mistakes.Blog posts are never meant to be perfectly crafted messages. Often they are random thoughts. They are the first opinions. They are amateurish. They might reveal mistakes and flaws. They can have spelling errors. Aamir's posts have spellos. He even spells the movie Memento as Momento and later acknowledges the error:-) Brands too must learn and adopt this degree of humanness when they want to converse through the medium of social media. It is more important to be human and share honest feelings than to be correct and share dessicated facts...

4. Inviting feedback. Bollywood stars or any stars for that matter have largely communicated from a pedestal. That's part of their mystique. Yet when one blogs one has to be receptive to feedback. From the commoner. The audience of One. Aamir does. Even the micro-feedback of giving indents in his paragraphs for better readability:-)

5. Contextual. Again brands arrogantly assume their primacy all the time. That they are the centre of the universe/ conversation. Whereas when you blog(the general sort of blog), context is everything. The content is a variegated play of life, your work, the important and the trivial thoughts...Again, I have found it difficult for clients and their brands to appreciate the context when it comes to any form of social media.

So, if nothing else, star bloggers like Aamir can teach marketers how to converse with their audience. One on one...

However, on the content front, I was largely disappointed. I don't think he has articulated his thoughts as well as he acts in his movies:-)( on the basis of the 4-5 posts that I read randomly...)

You may want to read a few of his posts - 'Sleepless in Seattle', 'It's a bird, it's a plane' - by Abbas Tyrewala, 'Ghajini'...Ah, you will will have to register and then log on...a bit annoying!

Burrowing in the Book : Talking Films

After a week of mild depression(triggered more by 24X7 TV news, screeching Barkha, over-bearing Arnab and high-strung Rajdeep than the terror attack itself), like the rest of the city I have got back to work in almost full steam. Both at the day job and in my role as the week-end writer:-)

On my book front - All the googled information in the world is of no use, unless one is able to crystallise an argument. And that's a bloody difficult task, especially if you have to do it over 200 pages!!

Moreover, am struggling to find meaningful articles on Bollywood. Either frivolous actor interviews/ film reviews float on the internet or there are these academics who dwell upon such arcane themes around Bollywood with so much academic mumbo-jumbo that's it's of no real help!!

Within such constraints, one voice that has guided me in the past and continues to do so now is that of Javed(Akhtar) saheb...Right from his book Talking Films - Conversations on Indian Cinema compiled by Guru Dutt's niece - Nasreen Munni Kabir to his many interviews, Javed saab shares his nuggets on Bollywood...If only I could get some quality time with him and soon...

Stumbled upon this interview of at Glamsham.com. This one's okay...with a few worth a bookmark comments!

1.Are you convinced about remaking films like SHOLAY and DON? Please don't be politically correct just because Farhan has remade DON.
Let me tell you the backdrop of the original DON. That will help you get your answer. DON suffered despite an interesting script since it was made on a shoestring budget. Producer Nariman Ali could, somehow, complete the film. The remaking was justified as the film deserved it. As for SHOLAY, I don't think there is any scope or need for improvisation in the film. There is nothing new or original that one can add to the film. It's all there.

2.When are you directing a film?
Writing is an addiction and once you get addicted to it; it is very difficult to concentrate in other things. It makes you lazy and no job seems more interesting than writing. Often I think I will do this and that but ultimately land up with my pen and paper. I am too lazy to make films.

3.There is always a critical comparison between your and Gulzar's poetry. Would you like to comment on this?
I respect Gulzarsaab a lot. He is a true icon. So it will be unfair to comment on his poetry. But I can talk of my art form. I have always aimed at making poetry understandable even to a person who does not have the remotest idea of the art. If I can't communicate my lines to people what's the use of making it public? Some poets don't realize that. They go on writing abstract poetry and say they don't care if people understand them or not. Ambiguity forbids simple expression. This is definitely not my genre.

4.After spending over 30 years as a lyrics writer I am sure words reside at your pen-tip. Isn't it?
Now-a-days I don't have to try hard to fit in the words to the music. But that doesn't mean that I don't have to do my homework regularly. I have my own set of vocabulary that needs to be upgraded every day.

You can read some nice excerpts from the book Talking Films here...