When in crisis or challenging times, like in life reach out and communicate. More the better!

It is by now common knowledge that companies are all about people. And customers and employees interact with people and not companies. It is also now proven beyond doubt that brands are like living beings and they are what they are because of the emotional connect they strike with it’s ardent and loyal customers.

Social media needs to move from promise, talk to rigor and action soon

Social media is the in thing nowadays. There is not a single day that passes without a story on Facebook, LinkedIn, Twitter, YouTube or the stars of the social media space making it to the airwaves or the ink. The success of Obama and our very own Pink Chaddi campaign is fresh in our memories and already spoken to death in social media conferences and seminars. On the other side, every other day, witness a new venture or foray into the space. If one adds up all the hype, then social media should have already arrived from a brand communication and marketing perspective. Well, not really. Here is my take on what it will take to get social media which I agree is hot and presents profound new ways of touch, communication and engagement, can get there.

Do you know your DNA?

In my limited experience of being a branding and image consultant for a lot of IT, IT services and IT-enabled services companies, there was one constant challenge. With the exception of a few, the business model/content of communication of majority of companies in this space is absolutely indistinguishable. However, there was always a lingering question, which begged an answer and, answer to which I thought would be the basis of differentiation for a whole lot of players in these sectors.

Integrated communications is the way to go – agreed; But hang on, the similarity just ends there

As an industry insider and like most professionals am happy with the prominence accorded to integrated communications as a concept and it being touted as the next big thing. However, of late that happiness is giving way to wariness of the lopsided manner in which many in the industry are projecting or communicating it to be. Before I try to focus on what truly is 360’ etc. let me get one thing straight: