what do you think about it?

"The new identity builds on and expands the foundation of investment expertise that we have created over decades. It has been crafted in line with the organization’s philosophy and endeavor to continuously unearth value and create a brand association in line with changing consumer paradigms. Against the backdrop of the global financial crisis, which completely altered the way financial institutions across the globe will function, we have recognized the shift in the Indian consumer's mood, orientation and mindset."

This is something I came across in my random surfing. What does it say… probably nothing. This is something we marketers put inside a press release and send it out to newspapers that end up carrying it. Most of the time they just paste it as is. No insight, no analysis. Monkey food. Look at the quote closely. It is about a brand with a new tag line. Does it help the brand? Does it give any insight into the reason for the change in line? You could take that paragraph and put it into any dam press release and no one would know. No one. I promise you. Whose fault is it? The PR person who drafted the release or the boss who had nothing to say? Both I guess. To use an old hindi one – taali donno haath se bajti hai. You need two hands to clap.

I many times see the insular nature of people as they move to the top. I had a bit of time to reflect on this as I was getting my shoes polished. The cobbler under the building take s around ten minutes to polish your shoes. He charges ten bucks but he keeps scrubbing your shoes. I realized that he would take quite some time soon enough. He had a decently clean shack and so I sat on seat made by the stones, next to him. Some peons of my office came to get their shoes repaired and were quite amused to see me happily sitting there. As the guys get senior they have access to peons and the workforce to do things for them. They come in AC cars, fly in planes, drink in five star joints and sit inside their cabins. They eat on their own and work on their own. Not too many guys venture outside their comfort zone. It’s funny how insular we can get. We then lose track of reality and how the world actually is…no wonder our insights are so bloody insular. The functional heads don’t meet customers, don’t really listen, don’t ask questions and generally give a miss to research happening around. I have seen this happen in every organization and at all levels. Even marketing managers commission research and then leave it to the agency to figure and present the findings in an air conditioned meeting room with butter biscuits. I have never understood why commercials are shown on a big screen in a darkened room with superior sound. Is that how most of your clients / customers going to see it? Their rooms are likely to have enough ambient noise and lighting. Simulate a home with the given distractions and show it on a 21 inch non flat TV. Now please tell what you think about it? Feedback please