THE YIN AND YANG OF LEADERSHIP

Quite often, people associate the term strategy with leaders but not execution.

However, true and successful leaders know it quite well that

Leadership = Strategy + Execution

A leader who focuses only on one of these aspects and chooses to ignore the other cannot be an effective leader for a long time.

This is true for leaders of all kinds - those running a company, a business, a brand, a team or even a nation.

In fact, business consultant and author of the book 'Coauthor of Execution: The Discipline of Getting Things Done' Ram Charan says it quite well:

"Many people regard execution as detail work that’s beneath the dignity of a business leader. That’s wrong…it’s a leader’s most important job."

UNBOX IT

#Unboxing is a phenomenon that gained momentum with the proliferation of gadgets and digital products. So much so, that the unboxing videos on #YouTube gets thousands of views.

Now if you are a smart #brand, you will pick up a trend of one category and apply it nicely to your category. This is what #Adidas does with their ZX 2K BOOST footwear, which are supposed to be quite advanced footwear in terms of design and technology.

So, these shoes also come packed in this specially designed box, which has been called 'Premium Artifact' by the design agency.

This custom engineered box offers a truly unique unveiling and comes adorned in its own retro, space-tech reusable carrying case. All the material is 100% #recyclable.

I find the #packaging quite cool and goes well with the brand personality.

INNOVATION THROUGH DIVERSITY LEADERSHIP

#Innovation is not only about great insights, strong products and exemplary execution, it is also about people management as it is people who bring ideas, grow ideas, share ideas and then turn those ideas into innovation success stories.

Here are 9 ways to foster innovation through diversity #leadership that will help you manage your teams, your launches and your innovation pipeline.

SWIGGY GENIE

I just love the new initiative by Swiggy in #India, where they have rolled out Swiggy Genie to continue business during COVID19.  1. It is a great way to use Swiggy's existing ecosystem and network to provide customer service while opening new revenue stream. 2. This gives customers more options to choose from, especially in getting their essentials delivered. 
3. The large number of delivery guys that Swiggy has on its rolls will not only be kept busy but will also continue to hold on to their jobs.

What is also brilliant is the new layouts that have been rolled out for Swiggy Genie. It is a fantastic wordplay on popular #Bollywood movies, making the title more relevant to the context.

Book Review: Shoe Dog

Just finished reading Shoe Dog, a memoir of Phil Knight, the man behind Nike. It's quite a fascinating read, and Phil has opened his heart and his life to the readers and shared in complete honesty all his mistakes, his fears, his vulnerabilities. This makes you be a part of Phil’s journey rather than reading from a distance about an accomplished person. 

Some interesting facts that you will read in this book are: 

• Phil Knight’s travel to Japan as well as his climb to Mount Fuji.
• How Phil had a shoe selling business for many years before the #Nike brand came into existence. 
• How the name Nike got formed and who was the person behind this name. 
• How the Nike Swoosh logo got made and why Phil decided to go forward with it, despite not liking it much. 
• The way Nike worked on #innovation and how it overtook Adidas and Puma who were giants when Nike was starting out. 
• Phil’s personal life, how he met his wife, his relationship with his parents and his own love for sports. I must say that the last 40 pages of the book are just brilliant and come as the perfect icing on the cake.

LEGO + SUPER MARIO = DOUBLE EXCITEMENT!

The sole objective of a teaser video is to get people excited about the final product. This new video from two iconic companies - the LEGO Group and Nintendo does exactly that.

Yesterday, the two companies announced their partnership in launching a new product - Lego Super Mario that will be hitting the stores later this year.

As per their press release, 'Neither a video game nor a traditional LEGO brick-based set, LEGO® Super Mario™ is a new product line that features an interactive LEGO Mario figure who collects coins in real-life game levels created with LEGO bricks. The new line will let kids experience the playful world of Super Mario like never before.'

However, I feel that this new launch will also get all those adults excited who spent hours in their childhood, either being Super Mario and rescuing the princess or using Lego to give wings to their imagination.

I must say that those sound effects brought back so many memories and a gush of nostalgia! Looking forward to what this partnership entails.

DOUBLE OREO BY CHIARA FERRAGNI - AN INFLUENCER MARKETING CASE STUDY

Cookie brand #Oreo has gone ahead and launched a limited edition Double Oreo capsule collection by Chiara Ferragni. This is an example of taking influencer marketing to the next level.

Most #brands leverage digital influencers by asking them to advertise their brands or products through a post or a picture. That is where they limit themselves. 

Oreo went ahead and collaborated with Chiara to launch a special edition product with #packaging that is associated with Chiara's style. Chiara is also going to be seen in their new ad film for this launch.

That is not it. Oreo is also launching a capsule collection inspired by Chiara Ferragni that #consumers can win as gifts and merchandise by participating in contests.

This product will be priced at the same price as a regular Oreo pack.

So, who is Chiara Ferragni?

• Chiara is an Italian fashion blogger, influencer, designer and entrepreneur who has collaborated with fashion and beauty brands through her blog The Blonde Salad. She started her fashion blog in 2009 and has risen over the years. 

• By 2013, Ferragni's blog had reached more than one million unique visitors and 12 million views per month.

• Her business ventures grossed about $8 million (mostly from her Chiara Ferragni Collection footwear) in 2014.

• In January 2015, Ferragni's blog and shoe line, Chiara Ferragni Collection, became a case study at Harvard Business School.

• In March 2015, Chiara was selected for the cover of the April 2015 Vogue España, making her the first fashion blogger to appear on any Vogue cover. Since then she has appeared on over 50 fashion magazines covers.

• In January 2016, Pantene announced Ferragni as its new global ambassador.

• In 2019, Amazon Prime made a documentary on Chiara Ferragni and her rise to this level.

Personally, I have been following Chiara Ferragni on Instagram for a few years now and she now has 18.5 Million followers globally! That is a huge reach for an influencer. In fact, she is more of a celebrity now than an influencer.

So how does Oreo benefit by collaborating with Chiara?

1. This new launch will lead to incremental sales for Oreo, just like any other innovation.

2. Oreo will potentially get new consumers who are big fans and followers of Chiara and would want to try a product that carries her name.

3. By partnering with a young fashion blogger, Oreo is building its cool imagery with the Millennials and Gen Z.

4. While Oreo would spend its advertising money, but posts and Instagram stories by Chiara Ferragni will get them immense global reach, which will amplify their campaign even further.

What are the advantages for Chiara by collaborating with Oreo?

1. An association with a global brand like Oreo builds her credential and equity even further and gives her a global reach beyond her current base.

2. It increases her market value a notch higher and gives other brands ideas and thoughts of partnering or collaborating with her in the future.

3. Oreo packs have phenomenal distribution and these packs would be available on the shelves of all supermarkets. People who do not know Chiara Ferragni would want to know about her, read about her and this will increase her follower numbers much more.

This is a win-win for both sides and a clear lesson from Mondelez on how to do Influencer Marketing beyond what most companies and brands do. 

I am excited to see this phase of Influencer Marketing grow in the times ahead and how marketing strategies will build this in their annual plans and promotion cycles.

CHEERS TO ALL

It is the role of advertising and communication to build brand equity and drive sales. However, it is also the responsibility of advertising and brands to understand culture and play a role in breaking stereotypes.

The HEINEKEN Company has launched a lovely ad film that uses only the power of visuals and lyrics to break a strong stereotype associated with drinking beer.

Don't miss the last line, where they do not mention beer at all. Very smart!

CUTE WATER BOTTLES

Yesterday, I came across a little collection of #Evian bottles in the supermarket 🛒

While it brought a smile to my face, it also got me thinking on the strategy and logic behind these specially designed and packaged bottles 🍶

Some of my hypotheses of the rationale behind their launch are:

1. Shelf stand out: It goes without saying that these bottles stood out from all the other bottle brands on the shelf 🔍

2. Price value equation: Evian water is priced higher than the other bottles in the market. Other than the quality of the water, this kind of unique #packaging also helps in justifying the high price 💶

3. Increased consumption: A bottle design like this induces you to drink more water which is not only healthy for you but also healthier for Evian's business 💰💰

4. Getting children excited for water: If parents are looking ways to get their children to drink more water instead of other drinks, then a fun packaging like this can play a key role 🔐

THIRST FOR YOURS

Innovation is one of the biggest reasons for incremental sales and expansion of user base in the FMCG world. 

#Cola companies understand this the best and therefore they keep bringing new launches to the market.

This time, Coca-Cola has gone ahead and launched two new flavours in the US market - Sprite Ginger and Sprite Ginger Zero Sugar. These ginger flavours are a fusion with their lemon-lime base, developed in response to the increasing popularity of ginger-flavoured sparkling drinks.

However, the brand did not just stop there. They went ahead and launched a limited edition line of clothes - Ginger Collection. Sprite got designer Jeff Staple on board, who crowd-sourced creatives on #Instagram and took inspiration from people across art, fashion and photography to come up with the designs.

Cola brands like Coke, Pepsi, #Sprite are part of the youth culture and they go beyond just the products. By giving their consumers the opportunity of wearing their clothes line, Sprite is taking yet another step to become a part of the consumers' lifestyle.

LONELIEST PERSON ON VALENTINE'S DAY

Burger King Corporation does it again! This time, it is Burger King India that launches a video for Valentine's Day, telling people that the loneliest person on this planet is none other than the clown of McDonald's - Ronald McDonald. 

The video then encourages people to take a selfie with Ronald, upload it by tagging Burger King India and then come to a #BurgerKing outlet to get a free #whopper.

Usually, I am not a big fan of comparative or competitive #advertising as you tend to contribute to the other brand's salience without them spending any money.

However, in this case it works because:

1. It is not new for Burger King to troll McDonald's. They have been doing it across their markets for quite some time now. It is part of their style that resonates with its audience. 

2. The campaign gets lot of earned media and social media currency to the brand by people posting pictures and tagging Burger King handle. 

3. To get a free whopper, people would visit a Burger King cafe. Usually, they wouldn't go alone or would not just eat a Whopper. So in both scenarios, this helps in increasing the footfalls as well as the sales of the cafes, which is what every piece of advertising is supposed to do. 

MAN ENOUGH

On 19th Nov 2019, the world celebrated International Men's Day. As expected, there were many #brands that tried to leverage this day through their social media posts as well as their advertisements. There was one commercial that stood out for me. It was Gillette India's new Man Enough film that asks people to 'Shave Stereotypes' and says it is ok for men to cry. 

There are a number of reasons why this film gets special:

1.  It features a soldier, and soldiers are known to be the epitome of manliness.
2.  The narrative is built on the real-life story of Lt Col M K Sinha SM and his father.
3.  The story is narrated by the person himself, lending it so much credibility. 
4.  There is a significant role of the product and the brand. 
5.  The ad does not just leverage an occasion in a disjointed way, it rather helps #Gillette continue on its purpose driven communication.
6. The brand is helping in changing culture, making people sit back and reflect, sowing the seeds of change in society. All the key requirements of what strong brand campaigns are supposed to do. 

Enjoy this gem and feel the goosebumps.

THE AHA MOMENT!

The #innovation engine at The Coca-Cola Company continues to churn out idea after idea!

Just a few weeks back, we saw Coca Cola venturing into cola flavoured mints and festive drinks to expand their franchise and boost incremental revenues. 

Now, for 2020, Coca Cola is gearing up for a big launch in the flavoured sparkling water market of USA with the launch of #AHA in eight new and exciting flavours in two sizes. 

This launch is yet another step from #Coke to move into healthier space as part of its beverage

#strategy. Mainstream flavoured sparkling #water is the largest and fastest growing part of the water business, and the current U.S. market size of $3.1 billion makes it the perfect playground for Coca Cola to enter.

American #consumers are gravitating toward drinks that have functional elements and nutritional value or a jolt of caffeine. They also want healthy, low-sugar or sugar-free offerings. Sparkling water ticks a lot of those boxes, and American consumers are buying more of it. 

#Pepsico already saw the potential, and in 2018, they had launched a range called Bubly in this segment. Bubly has grown sales by triple digits since then and has taken a 6.2% dollar share of the category this year.

This is a segment to watch closely.

ROYALTY ON AIRBNB

Have you ever wondered about the palaces of #India and the lifestyle of the royal families? 

You can now get answers to those questions. 

Airbnb has done a coup by getting the royal family of Jaipur to list a part of their palace on
#airbnb. 

The luxurious Gudliya suite will come with all the trappings including a private, indoor swimming pool and personal butler. Guests will also get a guided tour of the palace. 

The palace is symbolic and historic for many reasons: 

1. It is a 300-year old palace built back in 1727 and an architectural marvel. 

2. The royal family still lives there. Maharaja Padmanabh Singh (Pacho), the 21-year-old monarch of Jaipur, will play host to the guests. 

3. The palace has hosted guests like Bill Clinton, Oprah Winfrey and Princess Diana. 

The royal family does not need this additional money. So, the sales proceeds will go to a nonprofit working to develop and empower underprivileged communities in Rajasthan.

Yes, the price will still be steep. However, it is a great step forward and an opportunity for the royal family to open their home to people while also doing good for society. On the other hand, it is a great chance for people to experience the royal lifestyle from close quarters while also playing their role in philanthropy.

This is a clear win-win for the Airbnb guests, the royal family, and the communities that will benefit from the proceeds.

FESTIVE FLAVOURS FOR WINTER

The Coca-Cola Company continues on its #innovation journey. 

After their recent launch of Coca Cola flavoured Tic Tac in the mints category in 70 nations, Coke has now come up with a limited edition range for winter in select markets.

They have introduced Coca Cola Cinnamon and Winter Spiced Cranberry Sprite - flavours that are relevant for the season and have a festive feel to it.  

                         

This #Coke and #Sprite range will only be available till 31st December, so the company wants to leverage #Christmas to drive their sales as much as possible, especially because cold beverage sale drops significantly in the winter months. So this is a great way to avoid the negative effects of seasonality on their sales graph. 

Good job by their #marketing and innovation teams.  

WAR LINGO IN CORPORATE WORLD

In the #corporate world, we love using the analogy of war in our presentations and conversations. This helps in bringing focus, attention and inspiration. 

So, terms like ‘attack’, ‘bombard’, ‘guerilla tactics’, ‘hostile’, ‘targets’, ‘bulls-eye’, ‘War Room’, ‘squad’, ‘surveillance’, ‘Ammunition’ are used abundantly in the meeting rooms and on the slides. 

While we love using military jargon in the corporate world, but we do not learn from them about standing up for your colleague the way the armed forces do. If you speak to a soldier or a military person, he or she is willing to die for their colleagues, even if they like them or not. 

Why? Because that is the only way they know. The readiness to give away your life does not come with conditions and bias. They have the same level of commitment for each and every colleague! 

On the other hand, in the corporate world, forget about life, we will even think twice in giving credit or a word of appreciation to our colleague because of the various emotions (dislike, jealousy, insecurity, ego) and feelings that will cloud our reaction.
So, the true spirit of military jargon will only come to life when we can walk the talk.

PERIODIC TABLE OF CONTENT MARKETING

If you remember your chemistry lessons well, you would remember the periodic table of elements too. Here is an effective Periodic Table of Content Marketing that helps in putting your #contentstrategy and approach in place if you are a content creator professionally or personally. This table talks about platforms to use, strategies to apply, trends to tap into, metrics to measure against and much more. I found it extremely useful. I hope you do too. 
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                                          Image credit: Econsultancy Ltd                                                                                                          
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CATEGORY DISRUPTIONS

Quite often, when doing competitive analysis and market share reviews, we are busy analyzing direct competitors whereas there is a different category that is slowly eating into our segment, which has not even come into our radar or attention. 

Sometimes, the realization happens quite late and then either you have to live with that reality or go back to the drawing board and change your business model completely. 

Here is a great example of how the #camera industry thought that it would be impacted by the explosion of digital cameras, but it was the smartphone segment that ate up all their revenues, year after year with constant improvement in its camera technology. 

A clear lesson for all the players across industries. It is not about how your market share is changing but more about where is your consumer going with his or her money. hashtag#Netflix sums it up quite well when it says that is not competing with the other #OTT players, it is competing with sleep!