Words Worth!

It’s only words and words are all I haveTo take your heart away…crooned Bee Gees in their seminal classic single Words way back in 1968.

 

Make no bones about it. The tongue has no bones, but is strong enough to break a heart. So be careful with your words. Words can inspire. And words can destroy. Words, they have the power to build people up, confine people to where they are, and break people down.

 

 

It may not be an exaggeration to say that words create worldsRemember that words are free but how we use them is what may cost us dearly.

 

Words have energy and power with the ability to help, to heal, to hinder, to hurt, to harm, to humiliate, and to humble.”Yehuda Berg

 

Acknowledging the power of spoken words is a fundamental building block to many self-help as well as mainstream therapies. For what we say out loud is a guide to what lies within us. If our talk is critical, cynical or destructive, then we tend to find we think about ourselves in a similar way.

 

Words connect humans to one another, navigating across time and space, in a profound and impactful way that nothing else can achieve. The written word allows for the sharing of ideas, philosophies, memories, events, and stories.

 

As one scholar puts it, “writing codifies speaking, thus turning words into objects of conscious reflection”. In other words, writing ideas makes them more concrete to us, and by mulling written words, we are better able to internalize and understand them, and to allow them to affect our behavior.

 

If we understood the awesome power of our words, we would prefer silence to almost anything negative. That is what inspired the adage ‘ Silence is golden ‘.

 

The power of words in history can never be under estimated. Words have transformed nations be it the Magna Carta or the Declaration of Independence. These texts show how the simplest of things – nothing but paper and ink – can be imbued with immense power by those who forge them.

 

Then there are the works of fiction and tales of writers like Dickens, Austen, Twain, Hemingway, Woolf, Orwell, Tolstoy, Shakespeare, and so on that have been enjoyed and admired throughout the ages. They continue to exert great influence over society right into the modern era, performed on the stage, adapted for the screen, and studied in great detail by readers worldwide.

 

Imagine the world without newspapers, dictionaries..vast swathes of the public would have been uninformed, literacy levels would not have found some of it’s feet that it is comfortably standing on now.. the works of Mary Wollstonecraft helped to lay the groundwork for the feminism of today, while iconic figures of the past like Martin Luther King Jr made use of their own writing abilities to bring to life a more equal and understanding society.

 

Great philosophers like Socrates, Kant, Plato, Descartes, Hume etc used their works to help us change our conception of the world around us. Political musings and journaling helped us understand the French Revolution or the American Civil War without which those key events could have played out differently.

 

Written words continue to hold great power, even in the digital space. Short messages and personal stories shared across social media led to the rise of massive global movements like the Arab Spring,  Me Too and Black Lives Matter, while aspiring authors continue to share their tales on a bigger scale than ever before.

 

At a time when all of us can head online and get our message across to millions at one go all over the world, the power of words have never been greater.

 

The human tongue is a beast that few can master. It strains constantly to break out of its cage, and if it is not tamed, it will run wild and cause you grief. Words are seeds that do more than blow around. They land in our hearts and not the ground. Be careful what you plant and careful what you say. You might have to eat what you planted one day. Not exactly the kind of diet that you would savor.

 

ENDS

KNOWstalgia Marketing!

I thought there is so much to know to about Nostalgia- so, here I go again!

 

Caveat: This is a Long Read

It was the summer of 2018. On a trip to London, I was with family at a South Bank store that sold books, records, memorabilia among other things. Apart from great classics on film making and works of Shakespeare, what caught my attention was an unadulterated digital native ( she must have been at best all of 17), buying a vinyl album(records as they were called those days) of yesteryear band Fleetwood Mac. In the days of streaming music services like Spotify, Deezer and what have you, I was wondering what was the throwback all about. That experience has retained etched in (my fast fading) memory, ever since.
 
If you’ve ever watched an ad or a TV show and felt fond memories of the good old days rushing back at you, then you’re familiar with nostalgia. Nostalgia describes the sentimental longing we feel for periods in the past. It’s the warm feeling that envelops us when we think of positive times from our childhoods or youth.
Nostalgia is often triggered by a sensory stimulus, such as a scent, a song, a taste, or a sight; it can also be caused by a conversation, a memory recollection or a similar experience.
Nostalgia marketing takes on that notion and creates a playful campaign referencing a time gone by in order to tap into our collective longing for the past.
According to Krystine Batcho, Le Moyne College professor, psychologist, and researcher of nostalgia, “Nostalgia is a refuge, as people turn to the feelings of comfort, security, and love they enjoyed in their past.”
It comes as no surprise that during the first COVID-19 lockdown, mentions of nostalgic keywords rose from 13 million to 24.4 million, which is an increase of 88%.

When people watch an old television show, listen to some excellent music from a bygone era(how about ABBA?), and so on, they feel happy and have a better outlook on life. As a result, a lot of brands and businesses are now attempting to capitalize on this sentiment and trend by creating advertisements and other marketing materials that remind and nudge individuals of happier times in their lives.

 

Many enterprises are also attempting to associate their brand with pleasant memories and notions associated with past periods and places. The goal of businesses is for their customers and other consumers to associate their products and brand with a time when things were better, less stressful, and more secure.

 

This brand of advertising can be effective for businesses of all sizes. In addition to rating such nostalgic advertisements and the company behind them more favorably, consumers also pay more for the items that are associated with those advertisements. So, it is a double whammy. It is referred to as creating an emotional connection, and it pays off handsomely for the company that employs nostalgic marketing.

Why nostalgia marketing works so well

 

Studies on autobiographical memory — the memory system that tracks episodes of our lives — have shown that when we are reminded of episodes from our past, we re-experience the emotions tied to the original episodes. So, if those memories were positive — think carefree moments from our childhoods, fun family dinners, road trips or game nights with friends, etc. — we are likely to experience the same cheer.

The Devil(does not wear Prada) is in the details!
One must ensure that the music, colors, fonts, and even the images used in the advertisements or other communication are appropriate for the time period being promoted. For example, don’t use a font or color palette from the 1920s in a 1960s retro advertisement. Instead, make use of the options from the 1960s. Authenticity is paramount.
Oh the good ol’ days… One app had brought back a decade of happy memories and made millions feel like a teenager again. Pokemon Go. Coincidently it had also brought Nintendo and Niantic billions of pounds in business revenues and a new generation of loyal followers. That is the power of the past, and the reason why brands use nostalgic marketing.
The Trifecta that drives Nostalgia Marketing
Emotions
We all know about the adage ‘ Sell the Sizzle Not The Steak ‘. Enabling people to reminisce about the good ol’ days, marketers are actually triggering actual feelings we once had. Whether those feelings are your favorite snack, or the first song you slow danced to(Lady in Red anyone?), your first date, your first bike ride..
Not only does forlorning for the past make us feel fuzzy inside it also makes us open to brand messaging.
Memories
The route to nostalgia marketing is by triggering latent memory. Three’s Company or Miami Vice or I Love Lucy were great TV shows no doubt and we don’t need to be convinced about it but it works to be reminded about it. The same applies for brands; if a brand is able to trigger a reminder of a time that they were once favourable to us, or use existing memories and tie themselves to that association, then they need not worry about convincing us that they are great they can just remind us of a heyday era.
Trust
Celebrating milestones or using the year of establishment within the brand identity( aka Marks & Spencers: Est 1884) to relay to customers that you have stood the test of time is an instantly effective method of gaining their trust. This strategy to reinvigorate the trust in brands by conjuring up past associations hopes to bring back previous customers and inspire new ones.
Why (Blast from the Past) Nostalgia?
Nostalgia is the marketing equivalent of comfort food. Especially in difficult times, a hug from the past can settle our nerves and reassure us to purchase a product to make us feel secure again. As we face headwinds of a long, protracted recession, now is the time for brands to act as a comforting cup of cocoa for consumers.
Time for brands to flip the Polaroids in our minds. It would be worthwhile spending the present to go back into the past to tackle the future.
ENDS

Name Place, is it an Animal Thing?

No, this has no reference to the Name-Place-Animal-Thing game that we as kids made our go to on dull nothing better to do afternoons. A game that our parents encouraged us to play in the hope that our grasp of geography, zoology, nouns etc will get an uplift. The days when we had ample monopoly on our time. Days prior to board games like Monopoly and aeons before games like Fortnite took over our days, weeks, fortnights and months. Yes, looking back, those were the daze.
Let me place this right. It’s not about geography. But, going by the names of some of these places, the worry is geography could become history. This rant is about names of some places and the impact (scar is more like it) that it leaves behind.
I am not sure how this place got its name but whosoever was involved in it was sure putting on an act – I am referring to DONGRI. There are strategic brand extensions of it as well like DONGRI Kabootar Wali Chaal(???) but we will leave that for another time. DONGRI? Common, get authentic!
If you think this place has heaps of hidden wealth and this is where the 21st Century gold rush is headed, banish the thought. BANDARWADA holds no such promise. Or premise. It was just Maharashtra’s idea of getting back at Coloma, California, where the first gold rush took place. And there ends the comparison.And the ecstacy.
This one will send a lot of us up shit creek. It’s a place called POO. Yes. POO. Don’t pooh pooh it. POO is a small town in Himachal Pradesh. Whoever hatched this sinister conspiracy, did it in POOr taste. Winnie the POO anyone?
SUAR: When I first heard about this place in Rampur, Uttar Pradesh, I wasn’t too suar..I mean sure. On verifying, it turns out there was actually a swine who named this place SUAR. He sure wasn’t too piggy about his selection. I had half a mind to call him porque but then (pig)let it be!
This place is no push over considering it’s actually Ferry Wharf. Sounds ferry good isn’t it? But try getting a bit verny and it gets called BHAUCHA DHAKKA. What aggression. Almost feels like a violation. Like Saddam’s Kuwait invasion. It’s still coming to terms with the DHOKKA.
This one is no middle of the road place. It’s direct and in your face or rather nostrils. A place called MIDDELFART. A small town in central Denmark. They had no clue the kind of stink that such a name will raise. But there you go, no s(h)itting on the fence! Probably, couldn’t smell beyond their own nose – Who knows?
Who on earth would name a place like this? HELL. Yes, that’s what it is. Heaven can wait. No way in hell should a place be named such, hell no, but because it is in Norway, they got away with it I guess. Would they have hell to pay? I have no clue. Imagine booking an Uber ride to HELL. And paying for it in cash!!! And then rating the ride…go to hell I say.
It’s getting increasingly juvenile from hereon. Time for some local anusthesia. That is what you will need when you discover there is a place called ANUS. As if one intrinsically appended to our anatomy was not enough. The French had to have their back door entry into a town called Burgundy. And anus was their only back up. If you are a tour guide and wielding the microphone, how would you react when you hear her say ‘ we are about to enter ANUS ? Since there is a lot to explore, the stop over here will be an hour, anyone wanting to use the rest rooms may… ‘
Seems nothing will make them change the name of this place. NOTHING. Yes, this uninhabited ghost town in Mohave Country, Arizona. Through the years, the dedicated (non) residents had faith in nothing, hoped for nothing, worked at nothing, for nothing. So much for nothing. About time to re-visit ‘ something is better than nothing ‘. Because nothing is!
We are criss crossing geographies here but closer home there is a one horse town called BHAINSA. Didn’t I predict it? It’s an animal thing. No, this place was NOT the inspiration for Bob Marley’s Buffalo Soldier. It is just Telangana’s retort to the Avenue des Champs-Élysées in Paris. So, try as you might till the cows come home, Bhainsa is not going grazing anywhere.
What’s in a name? Shakespeare had no clue and will definitely change his mind. Till the next rant..
 
Truly
 
NAMEsake!