by Avik Chattopadhyay at 9:22 am 1 June 2010
Filed under: Home Page
A house or a home? A game or an experience? A piece of information or knowledge? A network or a community? What exactly are brands selling nowadays? Read on…
by Avik Chattopadhyay at 6:56 pm 26 May 2010
Filed under: Branding, Identity
“Come back to your own island.”
Announces an advertisement for a premium apartment.
“The world connected to you on your computer.”
Claims a ‘social’ networking website.
“Build your own dream team and take on the world.”
Urges EA Sports’ FIFA 10.
“All that you want to know about the world around you. On your computer screen.”
Declares one ‘virtual’ encyclopaedia.
How wonderful the world has become! We return not to our ‘homes’ but our own protected spaces, our own ‘gated’ communities. We network ‘socially’ on our computers, in perfect isolation. We beat Chelsea in Stamford Bridge whenever we want with the flick of the finger on the ‘enter’ key. We get to know more and more about less and less, without any need of debating and sharing amongst individuals.
We have software, programmes and ‘apps’ to empower us to rule the world. Technology, once an enabler has now become the controller.
Gone are the days when we actually played a good game of soccer on a rugged field. Or sat on a bench in the evening and debated issues out, ending with sharing a cup of tea. Or when we planned to save money to fly in for the alumni dinner. Or insisted that once a month it would be your turn to have guests in your condominium home for the Sunday lunch.
Here are the days when we happily register into yet another social networking site. Insist on having 24-hour security and video surveillance to keep the unwanted out. Have our children do projects by downloading information from the net, cut-copy-paste and take colour printouts. Get to know everything about ice hockey and its nuances without even getting out of the house.
What exactly are we selling?
A house or a home?
A game or an experience?
A piece of information or knowledge?
A network or a community?
I am afraid, we are selling “isolation”.
Where living alone is being together!
by Avik Chattopadhyay at 8:41 am 12 February 2010
Filed under: Home Page
It isn’t the first of its kind. Microsoft, Panasonic, HP, Fujitsu and others have all done it before. Fujitsu even has a hand held device also called iPAD! Read more…
by Avik Chattopadhyay at 8:36 am 12 February 2010
Filed under: Art, Branding, Luxury
Why is there all this fuss about the new Apple iPad?
It isn’t the first of its kind in the world. Microsoft, Panasonic, HP, Fujitsu and a few others have all done it before. Fujitsu even has a hand held device also called the iPAD!
Apple’s iPad doesn’t have earth-shattering features. It may not be particularly user friendly and the after-sales service may leave a lot to be desired.
So what is all the noise about?
It is the ‘thought’ behind everything Apple does. Every Apple creation has been more than just a device. It’s about benefits as well as features. It’s about the strength of human alignment directly proportional to the length of ownership and experience.
Another simpler way of putting it is that every Apple creation is about the Apple brand. The power within the Apple brand lies in its intuitive ability to gradually build a unique bond with its owner. Not only do you not mind the electronic intrusion into your life you positively adore it. This is branding in its most supreme form.
Interestingly every Apple experience has been designed around the core of Zen Buddhist theology. Steve Jobs is a Zen Buddhist since 1975. He practises it not only in his own life but also in his creations.
These are the definitive, deliberate manifestations which are seen in the Apple brand. They show how the greatest brands can be a powerful manifestation of the human condition.