what is artistic value?

Working with creative professionals all along my career, I find this question lingering in my mind everyday?

Calling myself a Creative Professional, Have I added Artistic Value in every piece of work I do?

So I tried to divide art into measurable parameters 

According to me  ART can be divided into three parts 

A - Artist 

R- Reason 

T- Technique 

A- Artist 

is the art representing or has unique touch of the Artist?

R - Reason 

is the art solving any purpose? is there any reason for the existence of that art piece?

T-Technique 

have I justified and maximized the utility of  techniques? or 

have I used the best techniques I know? 

as a creative professional, you have to consider these three parameters.

if one of the parameters is not met.. then you have compromised on the art. 

Fulfill these parameters 100%...if you can make your efforts to 101% .

then that's called " ARTISTIC VALUE" 

YES -NO Vs OPINION

What makes your BOSS happy?
an Yes or a NO

Mediocre employees would say YES

Disagreeing with a powerful person who has the authority to fire you is an art.
successful people create a layer of shield by showcasing their knowledge in any situation

Successful people don't answer the YES or NO questions?
they make their BOSSES change their  Question Pattern?

example:
BOSS ( situation 1) : do you agree with my decision on hiring an expert for Social media?
 BOSS ( situation 1) : what is your opinion on my decision to hire an expert for Social media?



Next time your boss wants you to say YES.. show your knowledge and start giving opinions with definitions. Like water, definition is the container through which your boss can clearly see the effectiveness of your opinion.

so the real fight is not YES Vs NO
but YES-NO Vs OPINIONS

We are facing a XEROX situation?

Had the most interesting opportunity to work on one of the leading BackHoe Loader (BHL)manufacturers of India . While doing the primary and secondary about the market and brands ...the findings gave us a shock. 
My fellow servicing team member said " brother..we are facing a XEROX situation" 

BHL = JCB 

At the moment you read the word JCB you might have visualized the yellow color heavy vehicle with a dozer and hand shaped like tail of the scorpion. When My client said " we are into Backhoe Loader business" I indeed asked him the question  " so you are launching a New JCB". 

Even non-consumers and people not at all associated to construction field..can associate  BHL as JCB and they remember the YELLOW COLOR JCB...


why yellow ? 

the color yellow  broke the ice ...so we researched again" why construction equipment are yellow in color?" here is the piece information we came across in the net.

 "  The intensity of the message is determined by the intensity of Yellow used. For example, caution signs, taxi cabs, emergency service vehicles and heavy construction equipment are usually painted in a strong yellow colour because they need to be seen." 

" yellow is the strongest colour, psychologically. The right yellow will lift our spirits and our self-esteem; it is the colour of confidence and optimism." 

Tradition Brands are like Jehovah, But Social Brands are like Jesus.

Traditional Brands are like JEHOVAH 

Traditional brands communication was 99% one way. they bombard the customers with media releases and huge size hoardings. when they wanted improvise the product the talked to only very selective people..( research). like the GOD - JEHOVAH of Old Testament DID.

Jehovah Selected the people and talked only to them ( Abraham, Moses, Daniel, David and etc)

most of the time the communication was ONE WAY. Who ever opposed or raised his voice AGAINST JEHOVAH...faced some real trouble ( MOSES restricted from Entering the Chosen land)


Social Brands are like JESUS

Completely opposite to that...Social Media Brands are driven by people. its the land of the people...people choose the brands. whether right or wrong people have the voice to go against the brands. if Brands want to live an eternal life....they have to come into the land of the People ( social world) and Open up eyes about the brand value, wake up some dead customer, turn water into wine, and suffer by handling complaints. Like the Way Jesus Did.


coming into social media..isn't the big task, but are ready to carry the CROSS, everyday.

AMEN.

INDIVIDUALS vs SYSTEM

As a member of a team...what are you fighting for?
Smooth Procedures. Conducive Work Place. Greater Productivity
to Achieve Maximum in this  3 P's

PROCEDURE
PLACE
PRODUCTIVITY
you need to fight against an other " P" Called People.
But that's not the reality 
Remember that you are fighting against the Results of a System.... Not it's People.

 

Brand Sollutions Vs Brand Problems

want to provide a Right Brand Sollution? its a double edged sword.


THE PROBLEM EDGE

1) can you Define the Problem?
2) How Big is the Problem?
3) What Happens When the Problem is not solved?

THE SOLLUTION EDGE

1) Is it the Right Sollution?
2) Is it the Only Right Sollution?
3) Does this Sollution Create a New problem?

For Example: Positioning a soap for Married woman makes your brand vulnerable and that Brand Can never be positioned again for Young Woman, that results in the cost of creating new Brand.
Axe introducing MEN SOAP is dangerous that A soap brand introducing DEO SPRAY FOR MEN.

OUR job doesn't stop at Only finding the Sollution, it extends to find the NEW PROBLEM THAT MIGHT ARISE because of the SOLLUTION.

don't ever be a sollution Provider. Be a Problem solver.

Tangible Brand proposition Vs Intangible Brand Proposition

pen that writes 100 km long Vs Long Writing pen 

24 hour ambulance service Vs Ambulance Service at its best

first you need to understand the difference between that . the above given example will help you to understand that simpler. 

for the last couple of years i get and i see  more Intangible Brand Propositions promoted as Tangible Brand Propositions 

 

Anti -Aging cream says Look 10 years younger .

Skin Whitening cream says - fairer skin in 15 days 

Shaving Blade says - Rs.1 per shave

you can find more of these kind in advertising world today. the idea of numbers gets into consumer mind very easily. 

Take this Example one spoon per washing session - 2 spoons per day  - 60 spoons a month 

- Vim liquid Gel - http://www.youtube.com/watch?v=5Yusn1jyC6E -

as brand managers look at your proposition in three perspectives 

1)  is there a Tangible Brand Proposition for my Product? yes or no

2) if no, can i turn Any Intangible Brand Proposition into a Tangible Brand Propostions? yes or no 

3) if no, make sure the Intangible Brand Proposition is creatively executed

4) any doubts or you are short of ideas call me help! 9840954605 - jack danis 

 

OMNIPRESENT! Vs IMPOTENT!

recently visited mumbai for a shoot?
my colleague used a google map tool to get to a desired restaurant at Bandra!
he was instructing the auto guy where to go...when we got close to the place!

which gives you super power !
you don't have to remember any route? you don't have to ask any one for direction?
you don't relay anyone's help to get to a place?

you check in with your mobile at the restaurant...which goes us update on facebook! your online friends all over the world comment! and wish you for a great time at mumbai!

you are present in a restaurant in Bandra, Mumbai...and yet you are present all over the world....
you are OMNIPRESENT!

Let's look at OMNIPRESENCE in religious perspective
only god is  OMNIPRESENT - islam, hinduism, christianism take any religion ...its the same

all mighty was OMNIPRESENT though he has chosen only selective people to talk, like Moses, Nabi and many more saints. actually god is IMPOTENT TO SPEAK to everyone.

with a mobile in your hand and with the help of hell of apps you are OMNIPRESENT..like the Creator himself...mean while..without asking for directions and less human interaction we are getting into the stage of IMPOTENT TO SPEAK state.

our conversational and eye -2- eye contact skills are in a great danger..
Communication skill is taking a new meaning...
this social OMNIPRESENCE is creating a new look at human interaction
are we ready enough to apply these to our marketing strategy is the best question to ask?

Rebrand yourself in facebook. when your account is hacked!

a day after holidays in my town chennai, opened my facebook to find a sad status update from my friend saying " dear friends my face book account is hacked and the obscene images are not posted by me... pls be careful save your accounts..." .
( this status message liked by one person within 15 minutes..ha..ha..ha)

shocked to see that..went to his wall, found some obscene link liked by him.
now question is this "when your friend's facebook account hacked, what would you do?"

1) socio cultural credibility of your friend is under question?
though he is your close friend, in the back of your mind there is small percentage of doubt

2) should i unsubscribe from him?

you will not like obscene links posted on your wall that would be seen by your family,friends and colleagues, which apparently has happened to your friend. and our knowledge on hacking is really poor. we believe hacking is like virus that spreads.
( even if i just watch an obscene link posted from a friend's hacked account, my account also will be hacked) the fear makes you unsubscribe from him for a while.

3) does it weaken personal branding?

yes, of course. most of the individuals are connected to colleagues, future employers, previous employers and industry coworkers on facebook. what you post on your wall decides what kind of a person you are, when it comes to work. so your personal branding is under thread.



THE SOLLUTION:
nothing you could do. rebrand yourself on facebook.

Brand Name + Human Name - Association - How many brands do you have on your mobile?

Take your mobile phone...and go to the name book
you will find Brand Name + Human Name

for example...guy who services your bullet name is govindan..the highest probability of you store his number on mobile " BULLET GOVINDHAN"

your friend works in hdfc...and has a very common name like vijai ...then you store as " VIJAY HDFC"

a guy who owns heavy construction engines....though his company name is different...the brand he sends to the field is JCB then he is stored as " JCB BASKAR"

whether suffix or prefix...don't you think this also acts a reminder media...
count on your mobile name book
how many brands do you have...?

Johny deppth

Johnny Depp's Pirates of the Caribbean: On Stranger Tides has grossed an amazing Rs 1.45 Cr, from 81 screens (70 Tamil + 11English) in Tamil Nadu.

Sollution for English Language training market in India

Recently working on a brand that trains people in Foundation and spoken english in tamilnadu....probing into the psyche of the customers joining this course puts your creative thinking skills to a bigger task.....on finding the is the SINGLE MINDED MESSAGE to the Target Group.

bird's eye view on the target group

I need a Better JOB
- student who just finised their college course ( Under/ Post Graduation)
English would give me a better performance in campus interview
- Students who are into their final year of the college
age group 20 - 25 male and female
with parents who dont speak fluent english at home
parents funding for the course or self
peer group advices to take up english course for a better survival

i think all the details above given ....could be done by a MBA fresher...

but here comes strange data...
20 percent of the group has a hidden psychological reason inside...

after talking to chairman of that company ....found out lot of new reasons

1) hyper motivated students have single parent
2) personal life tragedy like rejection in love, faith lost in friendship
3) lot of elder brothers and sisters funding for the course
4) they think English can get them a job with better earning....that will solve all their problems of life


Sollution:

Indian English Training education institutes should make this mandatory
1) Psychological counseling before enrollment
2) Ex-students with 5 years work experience should be appointed as mentors
3) discounted meditation course offered in the same campus
4) clubs of ex students to be formed and monitored to be in functioning mode all the time
5) no teachers. no professors. educate them with philosophers

Innovation according to Thesaurus!

I didn’t know why I came up with this idea of searching the word “ Innovation” in Thesaurus.com. but the result is an eye opener.
More than creation, deviation, new ideas…..one word that I noticed…appeared repeatedly is“ CHANGE”
The mind set to change from the regular, the ordinary is innovation.
That leaves a clue to me …that innovation is not something big like goliath….its a small change like David.
Innovation is not Mount Everest… it’s a small piece of stone that you through in a pond that holds still water
Lets all innovate in simple things we do in life.

What i LIKE in Facebook....is Like!

atlast i understand the secret behind the success of Facebook.

Flickr made you share moments of life....
youtube made you share your video
orkut made you share friends


Facebook made you like others.....
like and love....is totally unrelated words...
you might love a person...but not his attitude...

Facebook....not only made you see the moments of other people's life and also made you to like that moment..

it made you share a video...and gave them a choice to like
imagine this situation....some one says " DO YOU LIKE ME?" you say " yes or no"
what ever the answer be but you seem to be comfortable and close to the person...who asked you permission? to be liked!

if facebook starts advertising .............for a brand campaign my theme one single word Message " LIKE"

Single Minded Message!

innovation = research & development
R&D = new product development/ improvement
development/ improvement = competitive advantage
competitive advantage = USP
USP = SMM ( single Minded Message)

clients who compromise in their innovation skills. will automatically left without SMM ( single minded message)
automatically responsibility of ad agency raises its level.

STRESS Vs TIRED

if you think india has thought you only meditation and yoga for remove work stress out of your mind.
then you should be wrong....

if you seriously look at the list of jobs you do everyday in your work
it got several catagories

1) jobs that you like to do
2) jobs that you dont like to do
3) jobs that you have volunteered
4) jobs that are forced on you
5) jobs that you do to please yourself
6) jobs that you do to please somebody else

The word " STRESS" came into corporate usage in india after the entry of IT and ITES businesses in india
STRESS replaced an indian expression of his long and hard working hours at office and we says " TIRED"
Getting tired out of work .... was a very positive statement in india...
STRESS has made work a horrible thing....and TIRED out of indian emotional expression

Brand Name = Brand Campaign

certain time Your brand name alone is just enough until the end of product life cycle. one of the kind of Product in india is MOODS CONDOMS produced by TTK group

I dont think they need to think way ahead for a concept, just capture the mood.
brand names uncomplicate, make it easy for the copywriter, script writer and the creative director. watch these ads too

moods ad 1

Are we innovating?

Recently read this information on internet ( business week) to find the mo
The Top 100 Most Innovative Companies Ranking of the world

NO.1 is Apple - Gizmo
No.100 is Mc.Donald's - Food

i find it really strange that a company like Mc.Donald's with lot of interactions with customers everyday can get only 100th place in innovation

Two key findings:

1) The judges for this awards might have a preconceived priorities and specifications about an innovating company

2) Mc. Donald's has decided to stop itself from innovating

reluctance to innovation prevails in most of the corporates, or i would say in the
minds of heads of the top management of corporates.

Innovation = More profit. less cost.
our definition to innovation has to change

MISSION STATEMENT - Means what?

i really got bored of seeing Mission statement in a single color framed board either hanging or in the desk of CEO.

Some samples i found at internet:

1) IBM

"At IBM, we strive to lead in the invention, development and manufacture of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics.

We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide."

2) DELL
"To be the most successful computer company in the world at delivering the best
customer experience in markets we serve."
what possibility is there if " all mission statement should have HIP HOP MISSION STATEMENT placed all over the corporate house.
3) APPLE
Apple computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognise that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services.

I was right mission statements are boring
how could we make it more funfilled


Ideas
1) HIP HOP Mission Statement
2) ask a 5 year old kid to write your company's mission statement
3) hire world's best poet to write the mission statement

Has mobile Changed the way we look at Middle Class of India!

have we failed to look at Premium Consumer Inside the middle class segment

Average phone with a camera,mp3 player, fm radio and other basic feature comes around 4000 rupees. same time middle class people change their mobile once in two years.

an average middle class working consumer ready to spend much on Mobile!

meanwhile price difference between Middle Class Consumer and Upper class or Premium Consumer is also under attack. because the habit of changing mobile has altered the way consumer look at price difference for a premium product.

premium brands do justify the fact of pricing. but its affordable by an average middle class consumer

the favorite Dialogue is " I dont mind the price difference. talk about the features"