advertising, Branding and Communications

How to make your brand successful

This was asked on Quora the other day, here is my extremely short answer.

A brand is set of ideas that are perceived. Some of it may be tangible benefits, while other would be aspirational. In both cases, in order for the brand to be successful, either of them have to be fulfilled.

For example,

  1. Apple – A person would not buy iPhone just because its a good product. He or she would probably buy it to make a statement, that they belong to a certain class. The post-purchase experience makes them believe that its really an exclusive club that they have entered, this reinforces the brand, and drives more sales, which leads to more reinforcement.
  2. Xiomi – This is somewhat a ‘value for money’ brand. This will be reinforced more by actual product. People would buy it, use it pragmatically, and recommend when it performs to the their expectations.

So to sum it up, you would need to fulfill the promise of your brand in order for it to be successful.

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Internet & Technology, Technology & Gadgets

Remembering Tesla

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Just stumbled upon this quote from Nikoli Tesla, which accurately predicts pretty much everything we see today from live streaming to text to speech  technology.

” It will be possible for a business man in New York to dictate instructions, and have them instantly appear in type at his office in London or elsewhere. He will be able to call up, from his desk, and talk to any telephone subscriber on the globe, without any change whatever in the existing equipment. An inexpensive instrument, not bigger than a watch, will enable its bearer to hear anywhere, on sea or land, music or song, the speech of a political leader, the address of an eminent man of science, or the sermon of an eloquent clergyman, delivered in some other place, however distant. In the same manner any picture, character, drawing, or print can be transferred from one to another place …”

– Tesla, 1908.

It has taken almost a century for all of these things to actually emerge. How far ahead of the times was Tesla!

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Internet & Technology, Technology & Gadgets

Hello, Google Allo

 

screenshot_20160921-155548So I tried Google Allo for a few hours, and what I experienced was really refreshing. To sum it up, Google Allo is WhatsApp for the lazy people. Apart from features of WhatsApp such as sending texts, voice messages, videos, and emojis, here are a few extra things that this App lets you do.

Chat with @google 

Google Now was suffering with a terrible predicament. It did not have a personality as distinct as Siri or Cortana. With @google, Alphabet is trying to hedge the bets slightly in their favor. @google has a distinct personality and gives quirky replies when asked a question. On a 4G connection the responses were instantaneous.

Autocomplete on steroids

Forget about your keyboard completing the words for you, Allo completes the whole conversation. It gives extremely appropriate responses for the usual questions. For example, if you asked your friend

“Do you want to have lunch?”

They would immediately get following suggestions from Allo.

“Yes”, “No”, “Sure”

If they select “Yes”, you would immediately get following suggestion.

“What time”, and then finally they would get a suggestion

“Whenever you want”.

To put it simply, two lazy people can end up having an entire conversation without having to actually type anything. It’s still developing as often the suggestions are not to the point, or too short. However, as the usage increases, this should only improve.

Overall, Allo seems like a very friendly chat messenger app, and I would recommend it to everyone.

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Internet & Technology, Technology & Gadgets

Put it on my tab, Gmail.

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I love technology. There is something beautiful about it, and only those who love it with passion can understand what I am talking about. It’s nice to spend time researching technology. Better than cloudwatching I guess. So I am spending a lot of time doing this. The joy I get when an upgrade is released for well.. anything, is greater than most things. So naturally, I have signed up on receiving the updates as soon as possible, and could often be seen formatting or upgrading my devices often. So how could I not do something about how I access my mails. 

These days, I use the applet in windows 8 to access my mails, whenever I am working on my laptop. Other times ofcourse, I have to use the web interface of the email service. Gmail has been my primary choice for many years now, and I am sure it’s the same for many others. So when they came up with these tabs, my first two reactions were : 

1) This is going to kill the emailers. 

Yes, this is beginning of the end for how we do our emailers right now. This is such a big thing because google has essentially created a section that is going to be largely ignored. It’s like creating a separate suppliment in news paper that is called ‘ads’. Yes, it’s a bit similar to classifieds, but it’s not the same. So I think most email marketing folks would not want their emails to go in this ‘open-once-in-a-blue-moon’ section of gmail. Believe me, other email services are already copying the code, and soon it will be a thing. Google has a habit of doing that to technology. So now is a good time to think of ways to avoid getting into the promotion section. 

Obviously the mass mailing softwares cannot be used to bomb a million mails easily. I haven’t had enough time to test this, but I am pretty sure that it’s how this works. Now that it’s out of question, perhaps we will move again to good old customization, and smaller groups for email, and more people managing outbound emails. ( so can I see some jobs? who knows.. maybe, unless someone finds another way.)

2) Yes! 

Of course, this is so cool as a user. I have signed up on so many websites over the years that my inbox is always getting some mail. I could try to filter it manually but well who has the time! 😛 Filtering is lame and boring anyway. I am glad gmail is doing this for me. 

So far it seems to be working well, no mails have been sorted in an unjust way. Although I am going to keep a keen eye on it for a while.I am watching you gmail, I have got my eyes on you, and I take no prisoners. 

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