Saurabh Garg on The New New Thing

If everyone is evangelizing new media and social media, then how come the same “evangelists” get excited about even a small and insignificant mention of their name in the most obscure of the newspapers and TV channels that no one bothers to read/see?

Dichotomy at its very best.

In this post I shall talk about brands as I understand them and as they are applicable to digital brands. Please note that this list is still in beta and will evolve with time. Your feedback would be really appreciated.

This is required because we need to stop looking at startups as just startups but serious businesses where branding plays a vital role. Often, the way you look at the business makes a lot of difference to way you work.

Coming to the point, I think there are three principles. Utility, Emotional Connect and Relationship that goes beyond just one product.

A: Utility

• Customers never talk about a brand they are going to use. They talk about the action they will perform. What problem does the brand solves?
  • I need to book and air ticket. I will use Cleartrip.
  • I need to upload slides and show them to friends. Let me use Slideshare.
• The brands that can make themselves synonymous to utility invariable become the leaders.
  • Can you Google the data on number of Internet users in India?
  • Can you Slideshare your presentation please?
• The utility could be functional, mechanical, emotional, psychological or any of those –al things.
  • Using Twitter helps me stay in touch with friends on the go.
  • I use FB because the elite Internet users in India are on FB.

B: Emotional Connect

• A customer will use a brand that he can associate himself with.
  • I like Apple products because they stand for innovation, user interface and simplicity.
  • Google stands for open culture. I am an open source evangelist and hence I will use and promote Google initiatives.
• If possible, the association with the brand should elevate the status of the user.
  • Google could have invited everyone when they launched Gmail. Limited invite was a way to get traction. All limited launches are like that.
  • Alltop gave away batches like “featured on alltop”. People displayed these batches because it was a way to show off that you belonged to the best of the category (as rated by alltop).

C: Relationship extending beyond single product

• The relationship should start with one product and when the company launches more products, I should be aspiring to buy them too. This is very important for creating sustainable businesses that go beyond one time relationship.
  • My relationship with Apple started with an Ipod. I have already bought a MacBook and have pre-ordered the iPhone.
  • I started using Google as a search engine. Then I started using groups. Then it was Gmail. And then calendar. The list continues.

Which one of the three things are valid about your brand? If it does only one, how can it do other things?

Please give your feedback to me at saurabh.garg+digitalbrands@gmail.com

Today India won their first ever Grand Prix Lion at the Cannes Lions. JWT won the award for their work on Lead India campaign for The Times of India Group. The idea was simple yet effective. JWT created a reality TV show to choose an Indian that can become a political leader in times to come. This campaign was executed on print, tv, radio, BTL, Internet, on-ground and almost all the platforms available to reach the consumer.

This Grand Prix is important because it marks the arrival of Indian Advertising on the global scene. Indian advertisers have now proved that they are at par with (if not better than) their counterparts from other markets. It is also important because Lead India was a very visible campaign (compared to other winning ideas that are hardly seen in main stream media).

Congrats to JWT and winning team. Hope this would give inspiration to everyone else in the Indian creative community to create more commercial good work.

UPDATE: JWT also won the Integrated Lion 2008 for the campaign. Two big wins for India in one year. Kudos.

Have renamed the blog as The New New Thing.

Why?
1. “Saurabh Garg talks” was really an inappropriate title. I am trying to collect interesting things here and “talks” is a boring, overused and abused word. Had to move away from it.

2. Although I never cared for what people make of this blog, I have realized I should. This marks a fundamental shift in the way I perceive my blog. Earlier I was writing because I needed an avenue to let out my thoughts. I have seen that blogging is an awesome way to meet new people and get more ideas. More and more people around the world are looking at blogs to express their thoughts and share what they know. Everyone has a publishing power that they did not have. Everyone has the tools to be able to gather audience. Everyone can now make fans. Time is appropriate to start using blog for professional reasons. And hence the change.

3. Why “New New Thing” and not anything else? Since I am always in pursuit of interestingness and that new thing, I thought this would be an apt title for the time being. Until I find the newer, better and more interesting name. Everything is in a constant state of flux. Things might change rapidly, slowly, in small steps but the they do change gradually. What is interesting today might now be interesting tomorrow. In all probability it will not be. No one can predict what would be hot. And hence the name The New New Thing. And as I have said earlier, I might change it again. (Advisory: Name copied from the book The New New Thing by Michael Lewis. Brilliant book. Must Read. My review is here).

We live in a branded world. Brands are everywhere and without realizing you come in contact with tons of brands. I am right now at Cannes Lions Advertising Festival. This festival essentially celebrates and awards the best pieces of paid for communication. Winning the lion is amongst the best things that can happen to anyone in the creative business.

I had an hour to kill that I utilized to finish some of my Google Reader list. Today has been an interesting day. The presentation on advertising in China by Saatchi and Saatchi China was ordinary to say the least. The workshop by Wunderman was brilliant. The Mindshare talk on Branded Entertainment was interesting. All in all an interesting day so far. Better than yesterday where none of the sessions was really impressive.

And for the lack of something really brilliant to say, I am right now in a lounge where free Internet has been sponsored by Microosft. From where I am sitting, without turning around, I can recognize following brands Motorola (Phone), Nokia (Phone), Blackberry, Coke, Macbook, RayBan (glasses), Puma, Adidas, HP (laptop), Evian (water). Not a large number by any standards but interesting thing is that all these are global brands and universally they stand for the same things.

Coming back to the festival, India has had some 20 odd shortlists so far. Haven’t had time to see the entries and work submitted by agencies around the world but will soon see and comment on them.

Wunderman left with a lot of food for thought and there are few ideas. Need to go back to Mumbai and work on them.

So far the festival has been very ordinary to say the least. Even things like scheduling is bad. Most of the sessions are overlapping and they could have better planned. For the second day in the row, the sessions are overlapping and everyone around here is been complaining about it.

More notes soon.

Inspired by work done by Phonethics, I also thought I would create some characters. And some lives. Here is the first draft.

Koncious Kapoor

KK is our typical metrosexual Indian. He belongs to a very small time in UP and his is the first family to have stepped out of their town. They hence have an elevated status amongst their peers. Kconcious Kapoor has studied in a boarding school and although he has a modernish outlook towards life, he is still conscious of his background and upbringing. Like any typical young Indian, he wants to get rich quick, become famous and is really scared of facing an audience.

Khoob Bai

Everyone knows that KB is 35ish, claims to be 25ish, looks 30ish and is 45ish in real. She does everything including cleaning utensils, scrubbing floors, acting as the informal communication channel between young lovers, delivering gossip and obviously peeping on personal affairs of her employers. She knows more secrets than the FBI, CIA, RAW, The Mossad, MI6 and KGB combined. And she keeps dropping hints about her (in)famous access to information. She promises her loyalty to everyone but she is loyal to only one thing - money.

Totaram Sharma

better known as Sharma Ji in his colony and Sharma Babu in his office. He is a struggling middle aged government employee who has been a clerk since last 30 years and has seen two salary hikes and one promotion. He is a perpetual landmark on his office canvas. All the kids in his colony hate him for his never ending cribbing about noise and ruckus that these kids make. He has two teenaged daughters that add to his agony in life. He is also known for speaking for hours without making any sense at all.

Toofan Kumar

is in a perpetual state of hurry. He is rushing for something or the other. He even talks as fast as he walks. Folklore has it that he was last seen relaxing when he was standing in the visa queue to US of A. He thinks that world today is full of opportunists and he needs to do something about it. He feels very passionately about all the popular social causes and actively participates in debates around these. Motive is not to save trees or prevent child abuse but to pave a road for his political dreams. And of course the visa was rejected.

Happy Singh

is a typical surd. Happy go lucky, content and hungry - all three at the same time. Thanks to his beard, no one knows where his smile begins and ends. Or if he is smiling at all. He is on the heavier side and has an insatiable appetite. Every time he sees a cow, goat, chicken or any other animal of edible quality, his hunger pangs strike him. He is still single with no immediate plans or chances either. His family lives in Ludhiana and thus he has all the money he needs to live comfortably without working.

This has potential to become a huge business by itself. Not on the lines of what Phonethics is doing but something else. Keep watching.

Cast Away is an awesome movie. You see it and you come back with two things.  One, Tom Hanks survives the lonely island. And Two, he is a FedEx employee and he delivers that Wilson ball in the end.

Then there is a book called How Starbucks saved my life. You read the book and you again remember two things. One is making tough decisions. And two how Starbucks helped a guy discover what he wanted in life.

Both these, the movie and the book are awesome pieces of entertainment. People have seen these, talked about these and recommended these to their friends. On a standalone basis both of them are pieces of art. And most probably, both were original productions created by individuals without any influence by the company they talk about. And this is where the idea comes. What if both of them were sponsored and paid by the company they talk about?

I have been thinking about a company that creates these branded entertainment products for money. Obviously there are limitations and issues but none that stops the company from flourishing. Please note that this is very different from product placements in media. This is creating the product first and then inserting the brand.

Business Need: Advertising as we know it, would be dead very soon. People would start filtering advertisements automatically and recommendations from influences would start loosing meaning. then what? The solution lies in creating media around brand. Think of The Truman Show done at a smaller scale.

Possible Entertainment Options: This could be a very very long list. Starting with movies, television shows, radio shows to print media (newspaper, magazines, books, travelogues etc.) to interactive media (Internet, blogs, websites), others (computer games, hotspots, retail). The list is long.

Problem Areas: There are quite a few. Biggest one is obsolescence. Once an entertainment outlet is used for a brand, it becomes difficult to innovate and use the same medium for another brand. Then there are other petty issues like it being very expensive for brands. We are talking about professional book writers, movie makers, gaming companies working on the brand. We can explore cheaper options like blogs and websites but how many consumers of a brand like say Rin, be on Internet? They would be on TV for sure.

A lot more thought needs to go in place. I have about 4 more pages of random thoughts and comments. If anyone is interesting in talking more about it, please let me know and I shall share those docs.

Any opinions? thoughts?

Since my bread and butter comes from Brand Planning, its a good time to start sharing my thoughts on planning. I will talk about basics of the trade. How is it used in India. What lessons can a business derive from planning. And finally my perspective on things.

And as always, anything I write reflects my personal opinion only and my employers might not subscribe to them.

I have been blogging for over 4 years now. I have been asked why I blog numerous times. And obviously I have give piece of mind to all those people. I have also met and interacted with a lot of fellow bloggers and I have realized that there are basically 4 kinds of bloggers.

1. Conscious Bloggers: People who really want to make a difference – not only in societal context but also in terms of business, way people use technology and other things. They are very focused in their approach and make sure they are attuned with the latest in their respective industries. More often than not, they end up becoming an influential voices in their respective fields.
2. Copy Cats: Because having a blog is cool, there are people who want to be cool and who would want to follow fads, they blog. Most of these blogs are abandoned within a short span and end up contributing to the Internet Junk. The lesser said about these people, better it is. Saves times and energy and content on Internet
3. Money Mongers: People who want to make money using their blogs (inspired by TechCrunch and other such blogs). They would start by posting everything and anything under the sun. They would blatantly copy things from other popular bloggers and will submit their blogs to search engines and aggregators at a feverish pace. It is very unlikely that they would ever make money with their blogs and will end up frustrating themselves. Some who are smarter, would on the course realize that blogging with an objective of making money would not work and they change course and obviously end up successful.
4. Confused Souls: People who don’t know why they blog but they anyways do it. The idea is not to make money or to get famous. The idea is to find an audience for their thoughts. Only gratification comes in the way of comments from their friends and other random visitors that have stumbled onto these blogs. They often have interesting things to say but due to the lack of recognition, they are lost in the noise. They are like the needles in the haystack that if identified could be put to good use.

What kind of blogger are you?

Yesterday I was reading The Ambler Warning by Robert Ludlum and he talks about this interesting 1v1 dilemma. Act vs Analyze.

There are basically two kinds of people. People who analyze and people who act.

The ones who analyze things are in great demand. Most of managers, consultants, experts are generally the ones who analyze. They look at any situation with an analyzing mind, often use decision trees, rely on expertise and use tools to find solutions to the problems they are facing. Their motivation is to make a rational decision and they need an anchor to base their decision on. Ambiguity does not have any place in these decisions. They have created and live by terms like water-tight, rational decisions etc.

And then there is a second breed of people. People who act. They do. They are the ones who don’t really understand, cant really explain and don’t believe in analysis, research and other frivolities around decision-making. They claim that they just know when a thing is correct and when something is missing. They use words like gut feel, guess work, spur-of-the-moment, knew-it-all-along etc. These people are more likely to be sportsmen, entrepreneurs etc. who rather live on the edge than to wait in the conference rooms or meeting halls.

You could be someone who either acts or analyzes. There is nothing wrong on picking either. Its all about personal comfort (and breaking away from it).

Me, I have relied all my life on analysis. I think its about time I move on to action (wow a discovery… Action comes from Act).

Related list of 1v1s
- 1v1: Excellence vs Mediocrity
- 1v1: Expert vs Employee
- 1v1: Popular vs Pertinent