Our expertise is as monogamous as, well, an Arab Sheikh. And our harem, er, talent pool, is as diverse as perhaps, the citizenry of New York. We take great joy in being multi-disciplinary thinkers who can partner businesses to achieve high rates of growth and profits in today’s changing world order.
Time was, if a cola company wanted to redesign their botle, a product designer would draw up a couple of options in 2d and then have them prototyped in 3d, before folks sitting in a conference room would cast their votes on it, and that was that.
But what we do with design thinking, is we consider how the bottle will be held, stacked, transported, displayed, refrigerated and recycled, before we even think of drawing a line. For us an organisation’s supply chain, R&D, sales etc. are not separate, disconnected silos. In a multi-disciplinary approach, we evaluate the entire eco-system. And that’s what gives us the ability to bring cultural insight to the edge of science.
Businesses that are not always on the innovation ball, always pay the price. In the old days, the price was paid in the form of missed opportunities. But of late, the lack of innovation is the leading cause of organisations dying.
This is because, category after industry category, is disrupting the market through new inventive forms of product, delivery, payment and engagement with consumer. To stay relevant in such an environment of customer centric marketing, it’s become all the more important to transform.
The human mind processes a logo far more elaborately than a supermarket scanner reads a barcode. Whenever the mind sees the logo, it triggers a lifetime of memories associated with the brand. Which why consistency is crucial when it comes to the logo and every other touchpoint of the brand.
Consistency for the brand is not just a colour, but a feeling. Everytime one sees a brand or its product, one must feel uplifted. This involves not just a designing a logo, but creating a system of delight and persuasion that’s hard to ignore. It’s how we rejuvenate a brand, energise its touch points, and set the tone and tenor for how it behaves.
You often see how a business model can disrupt the market norm and give you disproportionate results. And it’s only when you design a business centred around people that you end up creating an Ola cab.
For instance, when Eureka Forbes spoke to us about their offering for cleaning homes at 20 to 30 thousand rupees a pop, we knew we had to reposition the service so that it wasn’t going to be compared with the maid’s broom and mop routine.
Human beings, even accounting for the changing dynamics of different media, are always drawn to delightful experiences. Which is why the marketing tomes always talk about consistency in creating customer delight. That intangible which allows them to feel they got more than their money’s worth.
Or in less formal words, a brand that’s always fun to hang out with. And isn’t that what you as a marketer want every digital touchpoint of your brand to be?
Marketers live in an age where it’s not enough to deliver to customers, satisfaction worth Rs. 100, for a purchase that costs the same. The barometers of customer satisfaction have now given way to the even more demanding yardsticks of customer delight. And to deliver more satisfaction than price to consumers, the world now looks to the science of design.
Located at the neo-frontal cortex of the human brain is the place that dictates the linear logic which says two plus two equals four. Naturally, most marketing efforts that target this part of the brain, fail to deliver two plus two equals five, and hence amount to zero customer delight.
If people could always decode their own behaviour, then psychiatrists and pyschologists would have been out of their jobs. And much like a good mental health professional, a successful brand must nudge their consumers to go to their sub-conscious mind.
Using semiotics and ethnography, we study cultures to get a better understanding of the residual, dominant and emerging behavioural trends in society. But these are things that keep evolving, and it’s no wonder that market research, which is largely static, struggles to keep pace with the thousands of data points, mapping the journeys in popular culture.
Every brand, ideally has a promise and hopefully, an audience. Linking the two physically and emotionally are a multitude of touchpoints. How do you ensure that the brand experience remains consistent, and more importantly, lovable at each interface?