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Painting Pictures In Your Mind


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Painting Pictures In Your Mind

  1. 1. Painting pictures in your mind Elina Dutta.
  2. 2. SNAPSHOT <ul><li>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 </li></ul>
  3. 3. <ul><li>Someone is trying to redefine communication everyday </li></ul><ul><li>… .And it may as well be me </li></ul>
  4. 4. <ul><li>Everything has changed about communication </li></ul>
  5. 5. <ul><li>Brand positioning is old world and out </li></ul><ul><li>Cultural movements are in </li></ul>
  6. 6. <ul><li>This brave new world, is a fragmented world, </li></ul><ul><li>And brands being exactly like people , have the potential to spark off a cultural movement </li></ul>
  7. 7. <ul><li>Convergence is the name of the game </li></ul>
  8. 8. <ul><li>And brand communication has to be the swiss knife </li></ul>
  9. 9. <ul><li>Communication has to marry the physical world with the digital world </li></ul>
  10. 10. <ul><li>And what attracts a cultural movement to a brand is it’s ability to connect the everyday objects with the everyday life </li></ul>
  11. 11. <ul><li>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 </li></ul>
  12. 12. <ul><li>Ideas that provide service , utility and entertainment </li></ul>
  13. 13. <ul><li>Ideas that continue to pull in people are the ones that are really entertaining </li></ul><ul><li>or really simple ones that actually help </li></ul>
  14. 14. <ul><li>Inspiring authentic campaigns must replicate authentic consumer experience, no longer the product or the company </li></ul><ul><li>Rapidly delivered with breadth and accuracy </li></ul>
  15. 15. <ul><li>Only then will it have the kind of success that money cant buy </li></ul>
  16. 16. <ul><li>Marketers will continue to shift towards higher performing emerging interactive options and away from the traditional offline channels of TV and print </li></ul>
  17. 17. <ul><li>This fallout is a fundamental change in communication brought about by emergence of a new ecosystem of communication, technology and consumer behaviour </li></ul>
  18. 18. <ul><li>Precision targeting , visually compelling content , brand engagement, viral distribution </li></ul>
  19. 19. <ul><li>Blurred lines between brand advertising and direct response advertising </li></ul>
  20. 20. <ul><li>Consumers today are “ always on “ </li></ul><ul><li>Leading to new habits , new consumption patterns </li></ul>
  21. 21. <ul><li>Communication is no longer about “outbound” messages “ </li></ul><ul><li>It is about engaging consumers in a participatory environment </li></ul><ul><li>It is about creating rich user experiences </li></ul><ul><li>And forging long lasting relationships </li></ul>
  22. 22. <ul><li>A new world is taking shape that will redefine what it means to be connected </li></ul>
  23. 23. <ul><li>Converged communication allows an “always on” connection to potential consumers </li></ul><ul><li>Acts as a critical connective tissue for an overall experience </li></ul>
  24. 24. <ul><li>The speed with which ideas and stories can be and must be created and shared is unprecedented </li></ul><ul><li>Instantly, cheaply and from anywhere will turn out to be the new mantra </li></ul>
  25. 25. <ul><li>Interactivity is a social experience and a great idea will be shared </li></ul><ul><li>The tools the consumer uses to interact with others should now inform creative ideas </li></ul>
  26. 26. <ul><li>Now people ARE media </li></ul>
  27. 27. <ul><li>Groups and networks of consumers /creators are now capable of near instant group formation and information sharing </li></ul><ul><li>Interests overlap </li></ul><ul><li>Giving them brand experiences may make them vocal brand advocates </li></ul>
  28. 28. <ul><li>Respect for a consumer’s needs allows an insight necessary to develop a meaningful message </li></ul><ul><li>Empower them with a message that they will internalize, personalize and then amplify </li></ul>
  29. 29. <ul><li>Distribute brand messages in places consumers care about </li></ul><ul><li>Messages must create experiences that reinforce brand values and utility </li></ul>
  30. 30. <ul><li>Messages must change, must tropicalize. </li></ul><ul><li>“ Where you are “must now be dynamically woven into brand narrative giving brands the chance to provide “real, see –able value “ </li></ul>
  31. 31. <ul><li>“ Enabling “ is one of convergence’s most compelling propositions </li></ul><ul><li>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] </li></ul>
  32. 32. <ul><li>Interactive ideas must be core to communication to transform a brand </li></ul>
  33. 33. <ul><li>Communication must connect with consumers at places where they are doing what they love </li></ul><ul><li>Done right , it can be the gateway to a new generation of brand communication </li></ul><ul><li>Let’s go to people where they love to be .Because in the end, people will do anything for love. </li></ul>
  34. 34. <ul><li>For someone like me who has 20 years of mainline advertising ,   Direct to consumer communications </li></ul><ul><li>        Branding advisory services </li></ul><ul><li>       Events /Exhibitions /Activation </li></ul><ul><li>        Customer and influencer relationship management programs </li></ul><ul><li>·        Internal customer training and motivation program </li></ul><ul><li>        Intermediary promotional programs </li></ul><ul><li>        Field force activation </li></ul><ul><li>        Digital brand building </li></ul><ul><li>There’s a lot of wiggle room </li></ul>