BRAND + GOOD = CHANGE

The future of Brand communication is Storytelling for good in the digital world , stories that inspire change , stories that connect with the heart , stories that are passed on .

The world had changed long before the pandemic , it started with internet , networks could connect across the world , I found one school batch mate and then a few more and then most of them . We met again after 35 years ! This was magic , I could find my school St Xaviers batch of 81 Tribe thanks to the internet . We once again bonded and stories came alive , thanks to the internet.

But then one one more change had already happened and that was the launch of apple smart phone , it was a phone , it was a music pod , it was internet all rolled into one . Over time apps were built that allowed for social connections , that allowed tribes of a few to connect . The smart phone was the world literally in our hands.

When people connected , they shared stories , stories of their lives , they listened to stories , stories that made them laugh , stories that inspired them , people shared stories with their friends and their family members . Like a virus pandemic that we see now spreading across the world , stories spread , the word ‘Gone Viral’ was born.

Control Shift

A bigger shift was occurring in the marketing world . Interruption marketing as we knew it was losing it’s grip , mass media , mass media advertising was losing meaning as consumers could no longer be interrupted . They did not want to be interrupted and they had also lost trust in Brands. They had logged off mass media and switched to consuming content on the smart mobile device .

A bigger shift occurred when price of data fell , now there was no restriction on the quantum of content being consumed , more mobile phones , more data being consumed , this was gradually killing interruption marketing .

Shift to Video

No one would have imagined that anyone could own a personal broadcast network and that could be beamed across the world . So long as you had a single viewer that was sufficient. Long tail had arrived. Influencers arrived , they were the new media , they could influence decisions.

As networks improved along with fall in data prices video became the primary data consumption capturing 80% of the data traffic.

Now stories were being told on video and stories were being shared across platforms like YouTube, facebook , Instagram , Linkedin.

Brand Story

Brands saw the shift from mass media to digital , from advertising to entertainment and they started to shift . Brands were now telling stories to capture audience attention , they are entertaining , educating , informing , there is a shift .

Brand for Good

There was another challenge that was faced by Brands , Brand Trust was at an all time low and in the post COVID world this is even more true , consumers expect Brands to be compassionate , they need to move from selling to connecting . These are troubled times where consumers feel the need to be cared and supported . Brands that care are top of the mind of consumers.

Amongst the gloom and doom consumers are looking for stories of good , stories of hope . Brands need to connect with stories of good .

Time for Good Stories

As head of social responsibility and Co-Founder of Mastek Foundation, I could see that there was a gap between doing good , philanthropy and business purpose . Now they all come together . They are not different divisions . Thankfully I wore both the the hats , head of marketing communications and head of Corporate Social Responsibility. I saw this change early.

When I combined the idea of students working on projects to build IT solutions for social sector with mentoring from Mastek employees I found I was building a strong employer Brand Story.

The Future

The future of Brand communication is Storytelling for good in the digital world , stories that inspire change , stories that connect with the heart , stories that are passed on . These would be stories told through visual mediums. There are so many good stories to be told.

Brands exist for a purpose and it is time to tell those stories . Every Brand has its own broadcast channel , its time to put the switch the channel on.

I am now on a mission to connect Brands with Good through Storytelling on good in the digital world.

Sanjay Mudnaney

Founder http://www.crowtails.in

Founder http://www.brandforgood.in

BRAND AND SOCIAL RESPONSIBILITY

The outcomes of Project Deep blue indicate that is possible to align Brand purpose with CSR .

Mastek an IT solutions company wanted to build its employer brand in the campus , it suffered a low brand recall. Mastek is a global IT solutions company with a unique people culture and high social conscience. We needed to communicate this brand message at the campus. The traditional route would be sponsorships of campus events but there fear was getting lost in the noise.  

Project Deep Blue was designed as a campus contest which would connect social sector , students , employees and the brand Mastek. Students had to solve real problems of the social sector through IT solutions. The students would be mentored by Mastek employees. The project was not superficial and needed 4 months of intense interaction and working as a team.

Through the process of participating in Project deep Blue students experienced 1. The unique people culture of Mastek as they interacted with Mastek mentors 2. They gained real life experience of solving social sector problems 3. They were exposed to subjects like design thinking and building IT solutions from experts at Mastek.

The result was that in the 4th edition of Project Deep Blue over 800 student teams participated in the contest ,a strong brand recall as a socially conscious organisation and a IT solutions company has been built at the campus and most important the unique people culture was experienced by the students in interaction with mentors. Mastek mentors too gained by engaging and learning from fresh out of the box thinking of students. The social sector gained with out of the box IT solutions developed by the young students. Mastek gained by instantly recruiting the best talent.

The outcomes of Project Deep blue indicate that is possible to align Brand purpose with CSR . I am of the opinion that in the digital world telling Brand stories around CSR would help build Brand Trust and align CSR with business. What are your thoughts ?

Check out the video of contestant feedback on Project Deep Blue https://www.youtube.com/watch?v=tyulIb_3ID0&list=PLWpXLvyorqav3B0O21rHTHUDj0YNmrVmm