painting pictures in your mind
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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