Social Cause Archives

CSR, Customer emotions & the disruption in Consumer science (Levi’s, Hublot, Amazon, Yoox, Facebook, Chanel, H&M, Volkswagen, LVMH & Smint in review) + Re-imagining Brand Longevity

I’m often asked rhetorically why brands need to go digital? And, I often answer in the most non-rhetorical way: Why shouldn’t brands go digital? Everything related with consumers is encompassed with a digital layer now and brands are coerced to review their digital touch-points in the wake of this disruption. Although digital does not have a novelty element in its vein to offer, yet the most challenging aspect of the brands that have been successful in the past using a traditional system is the divide between an eCommerce vs a brick-and-mortar retail model and the supposed cause of a dilution in their brand equity should they plan to go online. This is a classic conundrum faced especially by luxury brands that have predominantly been late adopters and are still eschewing large-scale digitisation and the weight of its implications. Brands are facing other challenges as just having a digital strategy isn’t enough anymore as their efforts seem akin to blindly throwing darts at a board missing the target and not producing the desired results. This is my tuppence-worth observation. The imminent challenge is maintaining a price parity in online and asset-light models in comparison to offline store formats. Brands have carefully […]

Brands and Diversity – Learnings from Adidas, Coca-Cola and Louis Vuitton

A growing number of organisations globally are re-engineering their entire vision towards building effective organisational frameworks centring around Diversity and Inclusion and by doing so, succeeding by leaps and bounds, both with internal(employees) and external(customers) stakeholders. Now, soak in this statement below:   “I believe its a unique combination to have : Diversity Recruitment and  Blogging”   I act as a common thread between these two diverse skill sets. Obviously, the link is my ability to find candidates for my clients and in engaging myself in that activity, I help create a buzz around employer branding for these cognitively diverse organisations. It helps in establishing trust in the brand and connect them to a diverse set of consumers who become effective advocates for brand equity. I love to tell this to my clients that when I speak to a candidate and tell how committed they are to Diversity, the candidates instinctively feel my client is a great employer and has a fantastic and inclusive work culture. It incites them to know more about my clients’ products and services and by default puts them right in front of highly diverse crowds.   “I believe word-to-mouth publicity to be the best way in not only converting a candidate to a prospective employee […]

Digital Nativity + Diversity Dreaming! Summer of 2017!!

I have just begun taking baby steps towards realising a long-held ambition. To start something of value – a  diversity-led marketing startup trying to disrupt the very visages of how diversity can add to a brand’s bottomline and topline imapcting the business via expansion into a consumer base that is diverse! Can’t give out more details but I promise I will be less cryptic and my blog readers and followers across my social media channels will be the first to know! The launch of my new start-up is August 2017! More later… This Blog itself is in transition at the moment. Although content still remains this blog’s strong point, the only downside of not having enough content is being worked out as I write this post! The one thing my readers will immediately notice is that there will be more instances where they will be able to connect with the brands – those that truly offer value and a unique personality to the consumers. I am currently setting up a Diversity portfolio and so my energies are largely focussed on this new project. However, beginning August this year, I shall be more active on my blog. To me personally, this blog is […]

What do movies like The Intern and Suffragette tell us about “Empowerment” in the 21st century!

The next wave of empowerment will be in the areas of inclusion and diversity both in concept and in practice since it is evident that most companies with diverse ecosystems are also the most thriving. There is a need for a more holistic approach towards workplace Equality – shrugging off the whole equal opportunity gimmickry that is merely a façade in many companies considering the factors like gender and pay gaps at play. With the brouhaha around 2012’s Mayan apocalypse safley behind us (barring the occasional crap on “end of the world” shenanigans), the only thing that perhaps ended wasn’t our world but the belief of status quo. Change albeit metaphorical is inevitable and nothing can be more endearing to see it unfold right in front of us. Antiquated industries are getting digitized by the day and the old is getting reinvented to its brand new 21st century avatar. We are seeing this disruption in all aspects of our lives. Change is the real source where empowerment stems from. You should watch Suffragette, a new release. The movie revolves around the early feminist movement demanding equal rights against the backdrop of archaic and misogynist attitudes of society. In more ways than one, the premise and the message the movie conveys can be traced back to the current century and it obviously manifests in […]

Vogueistic Wearables, Louis Vuitton Series and London Design Festival!

I have been on a holiday. Cruising to the Nordics, Baltics all the way to Russia and finally culminating a fab holiday in Spain. Some more notes on my recent travels will be up soon on my blog as a photoblog because travel is to create memories.. not to be reduced to a text. This isn’t the end of the holiday season. Fyi.. NO E.F.F.I.N.G WAY! There is a lot more coming ..more exotic locations This also kind of explains why I haven’t been active on the blogging biosphere. Hopefully I will be able to churn out some interesting stuff in the coming months for my readers whilst still being able to find time to work and play! Technology today is not only enhancing experience both virtually and real-time but in many ways also bridging the divide between virtual and real almost becoming surreal. The gap is fast diminishing between the rhetoric and reality albeit still figuring out the notion of human touch. With a proliferation of internet connected devices, Wearables are getting there i.e. at the point of human touch via a technology format where the need is replacing the gimmick du jour. Today Wearables are not about contextualising fashion but are about reinventing the […]

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