Archive for December, 2009


चेंज – Ek Badalaav

ज़माना बदल रहा है
लोग बदल रहे है
जो मिट्टी कभी लाल थी
वो भी अब कुछ काली लग रही है..

रिश्ते बदल चुके है
दोस्त बदल चुके है
जो कल चोर थे वो तो आज भी चोर है
बस दोस्तों की संख्या कम और चोरों की बढ़ चुकी है..

उस वक़्त कहानिया ही कुछ और थी
आज के किस्से ही कुछ नये है
पंखा तो वही है मेरे कमरे का,
बस आजकल यहाँ कि हवा ही बदल गयी है..

हिस्से बट चुके हैं
दरवाज़ों पर भी अपना अपना नाम हैं
बैठा करते थे एक साथ खाने को एक ही मेज पर
अब तो सबका अलग दिन हैं,अलग ही उनकी शाम हैं..

फ़ुरसत से मिलते थे
जब फ़ुरसत ही नही होती थी
आज कल तो बड़े व्यस्त रहते है
जबकि काम ही कुछ नही हैं..

दोस्ती की बातें होती थी ऐसी
के अब कोई ना इनको रोके
आज कल बकर भी करते हैं
सो बार सोचके..

या तो सब कुछ बदल गया हैं
या सिर्फ़ मेरा नज़रिया
या तो सब कुछ अभी भी वैसे हैं
या में अकेला ही बदल गया..

बदले तो मेरे कमरे के वफ़ादार मच्छर भी
कल सिर्फ़ कामीने काटके खून चूस्ते थे
आज कल तो रोना आता हैं
जब वो गुड नाइट के कोइल पे हाथ सेक्ते हैं..


Trends to Watch — All of eMarketer’s 2010 Predictions

Trends to Watch — All of eMarketer’s 2010 Predictions.


Yeh Dil Maangey More (BSE & NSE)

From Jan 4,2010, life of a large number of people will be affected in India. The alarm clocks will ring one hour before the normal timings. ShareKhan office will be crowded an hour before usual. Hawkers of Dalal Street will expect the breakfast customers just before 0900hrs IST. Yes, NSE & BSE has decided to wake up early on the first week day of the new year!

Some market players feel that it will

  • Help in reducing volatility
  • Improve Trading Volumes
  • Catch up trading in Hong Kong & Singapore (Controversial point as we can not eliminate the gap of above 2hours)
  • Greater overlap with Asian markets will reduce risk
  • in sync with the currency markets
  • Banks don’t open that early
  • Banking and other infrastructure are not able to cope with the changes in capital market


  • High operating cost
  • No rise in profits

Small brokerage firms are facing problems in particular, as there wont be any additional profit with the increase in the number of hours. Brokerage rates are also going down, so they feel that it would be difficult to cope up with the two crisis. Larger brokers will be benefited more.

The whole point of having an exchange is to let people convert information into money. The longer the trading hours, the less the pile-up of information that cannot be acted on. India’s domestic commodity exchanges already operate far longer hours (10:00 am to 11:30 pm). Many global equities markets trade for 6.5-7 hours, compared to about 5.5 hours in India. Euronext is open 24 hours a day(Source: Economic Times)

But who is gonna benefit from this more? Large Brokerage firms, Small brokers, Investors, Regulators, Banking System? Who?

What was the rationale behind this move? To reduce the gap of the other Asian markets?

We can not really say whether it is lucrative or not, unless and until it is actually implimented. Lets wait for 4th Jan to see the changes, how the market reacts? and to witness


the ultimate winner!

Apoorva Dixit


Employees Are the Brand by William Arruda


Web 2.0 has changed the way companies look at their brand – ceding more and more responsibility to their brand communities – the people who surround the brand. The ubiquity of social media has created awareness of the role customers play in building (or destroying) brands. That awareness of the human impact on branding has rubbed off on the people who build the brand from the inside out.

The New Landscape of Brand Communications
Many companies are harnessing the brand-building value of their employees. They are giving employees the permission (and in some cases, the mandate) to communicate about the corporate brand via the social media. They understand that they have as many brand assets as they have employees. The recent spate of TV commercials focusing on employees shows that this is not just a Web 2.0 phenomenon. Take a look at the new Intel ad featuring Ajay V Bhatt or GE’s ‘Pass the Wrench’ highlighting employees from around the globe or IBM’s ad which has employees explaining why they are ‘an IBMer’. Interestingly, all three of these companies show up in the latest list of the strongest global brands (from BusinessWeek and Interbrand).

Companies are developing a greater understanding of how their employees can contribute to the corporate brand and are getting much more comfortable with their employees’ increased visibility and responsibility for expressing the brand. Sure, the marketing department is the most connected to brand mission and has the responsibility to increase brand value. But others in the organization, further removed from the branding strategy, need, at the very least, a general awareness of the corporate brand and what it stands for. If brands are to be built by the consistent expression of the brand promise through every action and interaction – branding executives must look at the impact of employee actions and communications on the value of the brand.

Harnessing the Power of the Individual
When we watch the employees of Sterling Cooper on AMC’s Mad Men, we see that conformity is the word that best describes employee behavior in the 1960s. That conformity – that was core to how companies worked back then – has been replaced by individuality. Today, with the blurred line between work and life, employees want to bring who they are to what they do.

Forward-thinking organizations understand the value that individuality can deliver – and are equally aware of how it complicates the consistency of message which is critical to effective branding. So how do you encourage individuality while ensuring one clear and consistent brand message?

The Intersection of Corporate and Personal Branding
Branding executives need to engage each employee – asking them to build the brand of the company in a way that is authentic to them. This is where corporate branding meets personal branding. When all employees understand the corporate brand and are given the task of building the brand in their own way, they are empowered, engaged and activated.

To make this happen, marketing and branding executives need a greater connection to their colleagues in HR (and in particular with talent development professionals) to ensure employees understand the brand and are able to communicate it in a way that is authentic to them (consistent with their personal branding). Focusing some of your marketing efforts on your human brand assets enables you to augment your marketing resources and create experiences that build that all-important emotional connection with members of your brand community. It multiplies your brand building actions by the number of employees you engage in the brand’s mission. “In the professional services industry, where our people are our product, conscious personal branding is particularly relevant and important. Every interaction a client has with one of our professionals says something about that individual’s personal brand and therefore, about the brand of the firm.” Says, Kathy Kavanagh, Managing Director, Leadership Development PricewaterhouseCoopers.

Branding During an Economic Downturn
During lean times, talent is often viewed as a liability, not as an asset. But with the current down business cycle, the opposite seems to be true. Sure, unemployment figures are soaring and companies are rightsizing or downsizing or rescaling or whatever they call it; but at the same time, companies are investing in their people. I see this in my own business. Most of my work is focused on personal branding for leadership development in the enterprise, and almost all of my clients are continuing their commitment to their people; many have increased their efforts.

Even as companies cut costs across the board, savvy organizations are investing in their talent – understanding the impact it will have on the corporate brand. According to the 2008 Bersin and Associates Leadership Development Survey, 40% of organizations polled said their spending on leadership development has remained the same and 36% said their budgets were slated to increase this year.

It’s no wonder when you look at the benefit of engaged employees who understand the brand. Committed employees stay at your company longer, work harder and deliver on-brand work every day. So with reduced marketing and branding budgets, harnessing the power of your employees to build the brand is a cost-effective strategy for bolstering the brand. Once your brand is clear in the minds and hearts of these important assets, they become your brand ambassadors and go off steadfastly in support of your mission.

Branding in the Web 2.0 world is truly about making the most of the people who surround your brand. The companies that engage their employees in building the brand will surely be out in front.


What are the Advantages of Direct Marketing?

What are the Advantages of Direct Marketing?.


New Product Development

Yesterday night, I could not sleep. No, not because of placements, frustration, no electricity etc. This time it was blood-hungry mosquitoes. I made a point to visit a general stores as soon as I get up the next morning. I was so frustrated because of mosquito bites, that I started abusing them. If I was at the climate control summit, I would have raised an issue of mosquitoes. Kill them all. They became more important than terrorists for me. Let the temperature rise by 2 degrees, if I am suffering, those mosquitoes will also suffer. I know it does not matter to them, but I just wanted everything to go against them.

I wanted the sex ratio of mosquitoes to be 100:0 so that they cannot breed. I wanted some mosquitoes to become politicians so that they cannot work together towards progress. I wanted mosquitoes to have different religions so that they fight amongst themselves and kill each other. I wanted the mosquitoes to develop “mosquito killer nuclear weapons”. I wanted all the mosquitoes to become humans!  With this feeling of hatred against the whole mosquito fraternity, I started my day!

As the day was proceeding, I came across many more frustrating things. It became hard to differentiate the species called “the mosquitoes”. The perception of mosquitoes being very cruel,selfish,hungry blood sucking insect started changing. They became the innocent insects who need blood to survive, “to survive”. Because today I came across some other species, who can survive on food, but still suck each others blood! I wanted a H@m$n repellent coil from the general stores for that particular type of species.

I have generated the Idea as well as the concept. Now I request Good Knight to develop this type of product and send it for Beta Testing!


Your passion is the best marketing tool

It’s funny the way things happen. No sooner had I finished reading this week’s cover story on the ways that companies are benefiting from incorporating the “Brand Me” ethos into their communications than a particular email landed in my inbox. It was from an out-of-work creative asking me to look over a campaign he is running for “the brand that is myself”.

The fellow behind the website calls himself “adlandcreative” and uses his blog and website,, to showcase his creative skills and convey just why he would be so valuable to a marketing services agency.

Nowhere does he actually take the opportunity to place a CV. Not even in the section of his website entitled “Resume”. Is this the new way of getting a job? Are covering letters and CVs yesterday’s news? Blogs and the likes of Facebook, MySpace and Twitter are pretty valuable tools when you need to get a message out to millions of people, so why not use them to impress potential employers?

It goes the other way too. You might be considering using such tools to recruit talent. Last week Marketing Week’s associate editor Ruth Mortimer used her blog to write about a great little film that posted on YouTube as an ad to help it recruit a new marketing manager and a destination executive.

Our cover story discusses the need to become more personal in your communications with your customer, in the online and offline spaces where they like to chat. It talks about the idea of building on the passions and the knowledge – the very personalities – of your people, in order to inform your brand’s communications and tone of voice.

It is about your brand’s identity conforming to the people working within the marketing team as opposed to the people conforming to the brand. Sounds fluffy? Maybe you should check out some of the brands and agencies that have found such an approach useful.

Most of Lastminute’s campaigns have been using this approach for years and its recruitment ad follows tried and trusted guidelines.

Adlandcreative makes clear that the innovation he is currently demonstrating won’t run dry the moment he finds employment. As he states in one article on his blog: “Marketing is about having the ability and character to infuse your passion, creativity and ideas in a very productive and driven manner for your organisation or your client”. Well put.

By Mark Choueke

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