Agreement to the Idea:
The idea to set the brand on the course of impact on Culture, contribution to the social ergonomics, and not fixated to its category is truly inspiring in every realm of Existing Strategy and Brand Worlds.
Co incidentally, the seeds of the same thought has germinated in me for a while,and I quote “As we progress year on year into a age which is strongly governed by social impact, economic environment and new age young consumer, the BIG IDEA , as we call it needs to outgrow itself from traditional effectiveness, ROI measurements instead inspire a Movement which has sustainable Momentum, which I believe will and is eventually defining a successful Brand as well as a successful marketing campaign”
Agreement to the Planners Skill:
The need for the function and skill set will be for the planner to outgrow from the clinical planning modules and cultivate cultural intelligence. The limitation I see here is no academics can teach you culture observations unless you explore the diversities yourself, something which will prove to be a challenge. Cultural theories need to come alive. I have always opined that some of the best efficacies of planning and the vertical are achieved when there is a perfect amalgamation of sociologists, psychologists, and brand strategist as a team. This mixture will be pivotal to develop Cultural strategists.
Partial Dis agreement:
The entire philosophy of branding and cultivating a brand not only as a resident of the category but as a part of a culture , partially many take it as a social responsibility route ( a PR initiated effort) which to me is a sub set and will not define the actual insight to this article. The art of branding through a culture will be entirely illustrious when the tastes/product/benefit/communication is reflective of the same.
To substantiate: An IDEA , known to pick up the topical issues/insights and weave them into such successful campaigns is not an exercise true to the entire Business and Brand , but only advertising.
However on the other side
For years, the idea of having guests over and serving them Samosa’s, patties, Dhokla’s through a Halwai was inevitable. To celebrate something, one always preferred that Desi Ghee Sweets from the popular Halwai. It evoked a culture until a McDonalds’/ Dominos/Cadbury identified the changing tastes (or even changed it) and flourished to an extent wherein one would now treat guests differently. A COCA COLA, award winning initiatives on Open Happiness, Share a Can etc. also reflect my supposition to some extent.
To be a Real Cultural Strategist, the accountability will not only lie on the planners in the industry. The entire ecosystem needs to operate with the lens of Cultural systems. The businesses needs to ideate products basis Cultural research , i.e. the league of cultural innovations , the creative needs to sow seeds of culture to evoke symbols/expressions and planners need to weave the entire piece together to form a real impact which is true to the brand ( ROI) and to the culture/society ( People ) it belongs to.