Brand New Resolutions MMXVII
Yeah yeah someone hasn’t really lived up to his resolution of at least one post a month on ABVS. The lack of posts notwithstanding there has been a steady increase in the people following ABVS on Facebook and Twitter. So let me end the year on a thank you note and propose the customary Brand New Resolutions for 2017.
Start | Thinking about the environmental costs of your operations
Yes! And all aspects of impact not just the in vogue concepts such as effluents and carbon footprint. Brands as organisations need to lead the change. The long hours, the long drives it all adds up doesn’t it. How about mandatory Work from Home for 20% of the staff every day? That would take 20% traffic off the streets on a daily basis across modes of transport. How about having no fixed no long hours days in a week? At least a day in every office where things close down on time. No ACs running while for four individuals in an office of four hundred! Sure the feared loss of productivity shall be more than made up.
Stop | Tele-calling: More importantly violating DND!
This one goes out especially for the financial product brands. I don’t know of anyone who actually has benefitted from the unsolicited advice or has actually gone ahead and bought something as a resultant of such a call. Acquaintances in the know of the business though tell me otherwise. With all due respect there at least needs to be far lesser invasion of privacy. A relook at the frequency, Do-not-disturb etc. is sure warranted.
More of | Brand Extensions that are Relevant
Was heart-warming to see Paper Boat introduce Chikki.
Not too sure how successful the exercise has been. Several factors such as pricing and distribution etc. shall determine the fate but presume its early days yet and wish the product the success it deserves.
More of | Incentivizing Cashless Transactions
I know the Wallet companies have mastered the art of cash-back and discounts for consumers. It’s time now for the brands to give fillip to the dream of a less-cash economy if not a cash-less one. There is room for improvement and even some savings in the last mile of distribution if cash-less transactions are implemented.
Less of | Random Celeb Endorsement
The shocker of Pierce Brosnan holding up a tin of Pan Masala in a full page ad is the example that comes to mind. 
To the brands credit the category has for forever been trying to connect the habit of chewing pan masala to being classy even regal. Perhaps the Ashok Kumars, the Shammi Kapoors and more recently the Manoj Bajpais of the world were palatable. Getting Pierce Brosnan to endorse perhaps pushed the envelope a bit too far.