Painting pictures in your mind

Elina Dutta.

SNAPSHOT

20 + years mainline advertising, interactive experience, brand strategy, qualitative

research , strategic,creative and implementation solutions in healthcare

communication ,events, exhibition, activation,internal customer training ,

motivation and corporate communication, out of home solutions, never lose touch initiatives,

feet on street activities

Someone is trying to redefine communication everyday

….And it may as well be me

Everything has changed about communication

Brand positioning is old world and out Cultural movements are in

This brave new world, is a fragmented world,

And brands being exactly like people , have the potential to spark off a cultural movement

Convergence is the name of the game

And brand communication has to be the swiss knife

Communication has to marry the physical world with the digital world

And what attracts a cultural movement to a brand is it’s ability to connect the everyday objects with the everyday life

And the new way to attract is no longer the ONE BIG IDEA but a cluster of many small ideas that lock in at the end

Ideas that provide service , utility and entertainment

Ideas that continue to pull in people are the ones that are really entertaining

or really simple ones that actually help

Inspiring authentic campaigns must replicate authentic consumer experience, no longer the product or the company

Rapidly delivered with breadth and accuracy

Only then will it have the kind of success that money cant buy

Marketers will continue to shift towards higher performing emerging interactive options and away from the traditional offline channels of TV and print

This fallout is a fundamental change in communication brought about by emergence of a new ecosystem of communication, technology and consumer behaviour

Precision targeting , visually compelling content , brand engagement, viral distribution

Blurred lines between brand advertising and direct response advertising

Consumers today are “ always on “ Leading to new habits , new

consumption patterns

Communication is no longer about “outbound” messages “

It is about engaging consumers in a participatory environment

It is about creating rich user experiences

And forging long lasting relationships

A new world is taking shape that will redefine what it means to be connected

Converged communication allows an “always on” connection to potential consumers

Acts as a critical connective tissue for an overall experience

The speed with which ideas and stories can be and must be created and shared is unprecedented

Instantly, cheaply and from anywhere will turn out to be the new mantra

Interactivity is a social experience and a great idea will be shared

The tools the consumer uses to interact with others should now inform creative ideas

Now people ARE media

Groups and networks of consumers /creators are now capable of near instant group formation and information sharing

Interests overlap Giving them brand experiences may

make them vocal brand advocates

Respect for a consumer’s needs allows an insight necessary to develop a meaningful message

Empower them with a message that they will internalize, personalize and then amplify

Distribute brand messages in places consumers care about

Messages must create experiences that reinforce brand values and utility

Messages must change, must tropicalize.

“Where you are “must now be dynamically woven into brand narrative giving brands the chance to provide “real, see –able value “

“Enabling “ is one of convergence’s most compelling propositions

This is the ability to not simply “ talk at “ but engage the consumer in the brand experience that did not exist before and therefore now gives concrete value to their life [Joint Effort: walking clubs]

Interactive ideas must be core to communication to transform a brand

Communication must connect with consumers at places where they are doing what they love

Done right , it can be the gateway to a new generation of brand communication

Let’s go to people where they love to be .Because in the end, people will do anything for love.

For someone like me who has 20 years of mainline advertising ,   Direct to consumer communications

        Branding advisory services        Events /Exhibitions /Activation         Customer and influencer relationship

management programs ·        Internal customer training and motivation program         Intermediary promotional programs         Field force activation         Digital brand building There’s a lot of wiggle room