Archives for March 2017

C>B>A

Understanding the new order

(A preview of my approach to customer conversations)

I believe in a different order of priority. The consumer comes before the brand, the brand comes before the advertiser. Not the other way around. ABC must give way to CBA.

Often in the rush of everyday business targets and in the preoccupation with one’s own portfolio of products, the consumer ceases to be the centre-focus and the communication therefore ceases to engage. The consumer is our touchstone, our reality check and our raison d’etre. This blog, I hope, will reacquaint us with those who are the very reason why brands and advertisers exist and succeed.

This space will feature thought-provoking observations about the consumer, his or her needs, desires, triggers, hot buttons and behavioural patterns. Because without those key insights, it is impossible to create truly and totally integrated communication with digital at the heart of the experience.

Humanising technology

Understanding that technology must reach out and touch lives

(A summary of my breakfast session at a Big Five consulting firm in London)

The human body is the hardware. The human mind is the software. But we need to appeal first to the human heart.

Technology that recognises this, finds immediate resonance. Communication that relates to this, finds loyal customers. Brands that respect this, find lasting relationships.

But why should we humanise technology? Because people are people. It is in our essence to consider, to share, to understand, to learn and to emote. It’s as simple and fundamental as that.

Steve Jobs once said: One of the things I’ve always found is that you’ve got to start with the customer experience and work backwards to the technology. You can’t start with the technology and try to figure out where you’re going to try to sell it.

Perhaps the time has come to ask these questions first. How do we turn code into emotion? How do we address a genuine consumer need with a technological solution? How do we make technology a friend, an enabler, a teacher, a confidante, a source of empowerment? How do we do all of this without making it all daunting and intimidating?

Brands that have gone beyond their product or service offering to reach out and empower customers, relate to their unspoken needs and touch their lives in meaningful ways have understood the one fundamental difference. State-of-the-art needs to go a step further to become state-of-the-heart.

The Book Of One

Understanding the changing idiom of unchanging faith

(An introduction to my recently published limited edition coffee table book)

Indian mythology has always been and always will be a wellspring of inspiration to us all.

The fascinating descriptions of the gods, the goddesses, the devas, the asuras and the worlds that are beyond human vision drove the artist and writer in us to plunge into recreating them in today’s world.

A contemporary book designed to be the ready reckoner of our hallowed pantheon, the 12 chapters form the almanac of our mythological heritage and our belief system.

We hope gen-next will relate to and resonate with our artistic impressions and imaginative interpretations of the mod gods whose enduring philosophies always guide, shape and direct us. From past centuries to yugas yet to come.

This limited edition coffee table book is retailed-on-request to those who wish to own one of the first-print copies. Do contact me at meera@tigresstigress.com to know more.

Illustrated and designed with pure fervour by Vijayakumar Arumugam.
Conceptualised and written with absolute belief by Meera Sharath Chandra.
Created with unconditional faith and surrendered to the power of … the One.