Archive for 2005
Many CEOs say “ONE sounds great, but we have so much work to do just trying to live up to our promises to the consumer that we can’t afford to think about the future or taking the next step with our customers.”
It’s a bit like living in a rough neighbourhood and putting on a tough facade to fit in. Your entire life then becomes a struggle to keep up the image. Instead of devoting all that energy to fighting, it is better to get to know the people in the neighbourhood and make friends with the right people. This is more than a metaphor, this is my own childhood in a rough neighbourhood.
A company that produces its products and services together with the company can spend less time and money on fighting to maintain its image and more time making the right friends. There are a number of good cases of large companies moving into the right neighbourhoods. Proctor and Gamble have literally moved into Spanish-speaking and black neighbourhoods in the US to develop products that meet the needs of the people who live there.
When I lecture or take consulting assignments I ask people who are sceptical of ONE a simple question: “Tell me the names of your 5 most loyal customers.” Ninety-nine times out of a hundred they have no answer.
Then I say: “In a tough neighbourhood, you wouldn’t last a week without knowing who your friends are.”
Read Y.A. Pitalwalla article Hollywood vs. Bollywood in Fortune Magazine. The reporter has a great feeling for combing numbers with the fact that Bollywood is developing fast. Personally I think it will explode when stars like Julia Roberts, Brad Pitt and and some other Hollywood stars start to act in ONE Bollwood movie where both culture meet.
The export of Bollywood is going to get the rest of the world
more innovative and move their business. Only watch
ONE of their film and soon you will start dancing
in your next meeting or in the boardroom.
A local newspaper should be as a mirror where consumers can see themselves. That is the reason why I like the name of the newspaper Mumbai Mirror.
But where is your ONE local mirror as a newspaper? And where is the New York Mirror, Moscow Mirror, Dubai Mirror, Stockholm Mirror and so on…
The local market is big and strong – who would like to use a mirror/media if they not can see themselves in it? Local media always attract local advertising funds too.
If you like to use a mirror where you can see yourself, then you should open your ONE newspaper today and start to develop the concept together with Mumbai Mirror. You can start by looking into their website/mirror.
Good mirror makes you look real.
Business Week (Asia edition) have “China design” as cover story.
Sony had problem to connect to young Chinese so they went out on the streets of China to get ONE with the consumers they wanted to connect to.
should not management be there to?
What else brands do you think is street smart?
Last evening at an Indian version of Oscars Award I talked with a gentleman from the army. On his business card they had their manifesto “DO OR DIE.” That is a bit stronger than JUST DO IT, but at the same time it conveys different values.
The DD Awards 2005 was more than different from Oscar Awards. The purpose of this Award was to show their respect and honors to the stars behind the stars. It was a most humble thing to do and it would be great to see Brad Pit and Merleene Streep to give the award to best sound technician.Same thing in corporation, most of the time the lights only shines in one direction,
still the source is powered from both directions.
Categories like: “Best film building” and “Best technique in film studio” sounded a bit different but had an entrepreneur dimension. The price winner at this award seemed to be more passionate about doing a good work than build their stars. It felt like they are in it for the big picture and not only a star role.
After missing lunch, I ran to the Award in costume and tie. It was held outside in 30 degrees celsius and lasted for nearly 6 hours so I was more in to DIE than DO but I love Bollywood and learn more about the star behind the stars, and so should you.
At his last year I listened to Peter at one of his lecture and one of his messages was probably the best management advice I ever got and it will always be with me:
Dr. Peter Drucker
In India the culture is stronger than any Brand book in the world. That is the reason for why Worldwide CEO of Lowe, Tony Wright talked about the colonial corporate and that its time is over at his lecture last week in Mumbai for the AAAI seminar.
Not listen to and understand a strong and powerful culture with 1,3 billion people mean that you wont sell your product. Coca-Cola is right now learning this lesson the hard way in India.
Everyone has heard of Singapore Airlines; they’re famous for friendly service and letting the traveller experience Singapore for hours before actually arriving (their brand is flying high).
Everyone has heard of Singapore Airlines; they’re famous for friendly service and letting the traveller experience Singapore for hours before actually arriving (their brand is flying high). Less well-known is the Malaysian car Proton, even though it has sales in the billions of dollars. Although its visibility is improving, it suffers from the limitation of many other Asian brands: it has had trouble charging its brand with a rich culture. Why not let the rich culture shine through in the visible design of the car. Another problem is the product itself. The two are inextricably intertwined as they were for the Japanese auto industry in the early 60’s, an industry that produced fair cars with a laughable brand. Through a combination of branding and improved product quality, Japanese cars are now considered by many to be the best in the world. If Proton doesn’t improve their quality they are soon going to feel the negative side of consumer power in hate web sites. Surviving as a brand on a transparent market means delivering on promises – rumour and word of mouth travel much faster than any car on the planet. The blogs and the media are full of stories of quality problems, yet the company has responded mostly with advertising.
Some consumers are saying that they “love to hate Proton” – this is not the sort of passion you want for your brand. Why not just be honest and tell the customers the truth. Why not ask them for their help to improve and make them believe in the brand again by becoming ONE with Proton.
Malaysia is in many ways one of the most beautiful countries in the world and its products should live up to the role of ambassador in the same way as Singapore Airlines does for Singapore. Proton should move their boardroom out into the breathtaking Malaysian countryside to stimulate change, to open the door for input from customers and to usher in a new era devoted to reaching new goals with customers, suppliers and employees. That, if anything, would inspire ”Creative Management”.
I am a big fan of Bollywood movies and Mumbai is the place where bollywood is located and where they make most of the movies. Maybe soon we will see the Worldwide CEO of Lowe doing some local Bollywood dancing with the billions of consumers in India (then he is doing “Bollybranding” as I call it).
Update Mars 1:
Some more to read about India/Bollybranding on this blog:
Bollybranding to Sweden
ONE lecture at The Advertising Agencies Association of India (AAAI).
Culturestones – Things that last over time
Fortune Magazine on Hollywood vs. Bollywood
Create more Kodak moments
DO OR DIE
How you can start ONE newspaper today!
Update 13 April:
Bollybranding will make you dance
ONE lecture at The Advertising Agencies Association of India (AAAI). It was hold yesterday in Mumbai, download it for Free!
India is an incredible land full of incredible people. I had the opportunity to see most of them in the audience of AAAI yesterday. The audience consisted of 550 Indians. They were enormous enthusiastic about the ONE topic and the coming book. They where enthusiastic because of the fact that ONE is a solution for a big step that the evolution of advertising need to answer to:
The fact that consumers are saying NO to advertising. Millions of consumers are taking the matters into their own hands by literally turning off advertising. Digital technology such as Tivo is making it possible to remove commercials from the TV while similar technology is making progress removing advertising, pop-ups and spam on the web.
It is a problem that can be solve by an evolution step that is needed both from advertisers and consumers if they ever shall become ONE. That is the reason why the lecture was getting such a successful response.
The content of the lecture attracted a lot of media attention. I also got new requests about new lectures both through faxes and mails from companies and top Universities. I learned that word of mouth is incredible fast in India.
Update Nov 14: Media writing about the lecture and book:
Indian Television: Brands should involve, not hunt consumers
Exchange4media: Morning session stresses on the ‘Consumer Power’
Update Nov 23:
The Economic Times: Advertisers, agencies should become consumer centric
Impact: The Future of Advertising
Times Of India: The consumer train is powering ahea (pressindy.pdf)
Update Nov 25:
The ‘future of advertising’ is certainly vibrant and well with Stefan Engeseth´s ONE perceptive.
Advertising Agencies Association of India (AAAI)
Update Nov 29:
Brand Equity: Maverick At The Door