Blog by S.Swaminathan

Mckinsey Quarterly writes

Viewers who use their mobile phones to send text messages to TV shows, either to vote in a competition or take part in a dialogue, are highly engaged and more likely to tune in again, to tell friends about the shows, and even to buy related merchandise. This added interest c...

In the last couple of years, I have found a lot of interest in the philosophy of brand experience and making it happen within organizations. Essentially,  consistency of experience across touch points is the mantra. It's not just one communication campaign that can drive the difference, it is a...

It is very easy to talk about customer focus and lose the implication of passionate customer management on the profitability of the enterprise.

Robert Kaplan, writes about the application of the BSC( Balanced Scorecard) to customer profitability, which is a key metric to be used in any customer manag...

The Reuters Telecommunication, Cable & Satellite Summit, discussed the important trends for TV last week. It has important implications for the traditional advertising model and how brands could reach out to their customers.

Executives from Comcast, SBC, Bell South, Verizon spoke about the transi...

I had written a few weeks back about the power of contextual creativity and how it can enhance customer experience. I also mentioned that the day is not far off,  where technology will fuel mass customization and set new benchmarks in customer experience.

It was interesting to read this article ...

Coke is embarking on an innovative marketing project called M5.  This kind of 'never -before' seen marketing by this iconic brand includes collectible packaging, music, videos etc. A slew of breakthrough films (which Coke calls  'brand optimism') is being creatively interpreted by leading ...

Virgin has launched a campaign in Australia as to what phobias frequent fliers go through during their travel and a cure for them!

Highly engaging & involving. Great stuff.

When Seth Godin talks about taking a closer look at the product  and not the advertising ( in Purple Cow), it made a lot of sense to me. Many a times, you can't create a great product company without a great product. Period.

Nike is launching Nike Free 5.0- A barefoot like breakthrough shoes. I...

A customer starts  trusting  brands  only when they truly live-up to their promises. One thing is to have a belief  and intent. The other thing is to put it in a communication or advertising format and live-up to this promise for life across touch points. The gap is in the experi...

How do you get creative ideas?  Where do you begin?  Where do you learn them from? Can the skill be acquired?

These have always been the questions in my mind.  Here's a nice article to know more about this.

Some interesting points that are made in this article are:

1. Fail faster so that yo...