Made In Future , livre ebook
152
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English
Ebooks
2022
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152
pages
English
Ebook
2022
Vous pourrez modifier la taille du texte de cet ouvrage
Obtenez un accès à la bibliothèque pour le consulter en ligne En savoir plus
Publié par
Date de parution
16 mai 2022
Nombre de lectures
0
EAN13
9789354921704
Langue
English
Poids de l'ouvrage
1 Mo
Publié par
Date de parution
16 mai 2022
Nombre de lectures
0
EAN13
9789354921704
Langue
English
Poids de l'ouvrage
1 Mo
PRASHANT KUMAR
MADE IN FUTURE
A Story of Marketing, Media Content For Our Times
PENGUIN BOOKS
PENGUIN BOOKS
Contents
Foreword
1. The New Marketplace
2. The New Prospect
3. The New Positioning
4. The New Customer Journey
5. The New Influence
6. The New Brand Experience
7. The New Creativity
8. The New Media
9. The New Measurement
10. Data and Marketing Technology
11. Marketing and IR 4.0
12. Marketing, Meaning and Mankind
Epilogue: Return on Empathy
Glossary of the Future
Words of Gratitude
Notes
Follow Penguin
Copyright
ADVANCE PRAISE FOR THE BOOK
Made in Future is a delight to read for its panoramic, original and engaging take on the new marketing landscape. For anyone leading marketing transformation, this is one book that captures it all-data, tech, creativity-and brings it together as one conceptual whole. It s a must-read -Pratik Thakar, head, global creative strategy and content, Coca-Cola
Made in Future is the much-needed Magna Carta for the marketing discipline after two decades of alienation from and uprising against Kotleresque teachings. It invites the reader and listener to visualize marketing of the future in a breezy combination of anecdotal prose and creator-economy language. PK covers the vast interplay between media, content, data, technology and customer expectations with ease. For start-up founders looking to scale with speed, Made in Future provides a potent ballast for go-to-market plans. All in the start-up community must read this book, yesterday -Jeffrey Seah, founding partner, Quest Ventures fund, Singapore
What a thrill to be back together with Prashant through his always-thought-provoking writing! I had not realized just how much I had missed his brilliant mind, facility with words and ability to help others see the world through the fascinating lens through which he sees it. In a world that is unpredictable at best, Prashant provides deep insights into where we have been, where we are and where we are likely to go -Matt Seiler, former global chairman and CEO, media operations, Interpublic Group
Prashant has presented a contemporary point of view on media, customer journeys and marketing, using the prism of timeless principles. His ideas are fresh, pragmatic and yet, he has used simple examples from his successful business career. He has studied the subject, considering the areas of creativity, media, strategy, marketing and the role of marketing in society, looking at the broader sense of purpose. What is particularly refreshing is the approach, which builds on what marketers have known, and adds the perspective of what is emerging. And this is possible because of the significant experience Prashant has had building brands over the years. Practitioners will get something real and tangible, which they can apply to their craft and amplify the impact of their limited resources -Vipul Chawla, president, Pizza Hut International
Prashant has written an intriguing book that attempts to integrate and update the traditional perspective on branding with the changing media landscape and consumption patterns. To succeed, marketers must enable discovery, influence, experience and transaction in a seamless manner as the book elucidates -Nirmalya Kumar, Lee Kong Chian Professor of Marketing, Singapore Management University, and distinguished fellow, INSEAD Emerging Markets Institute
Prashant Kumar elaborates in Made in Future an exciting journey through the accelerated transformations that the marketing and media industry has undergone in recent decades. Also, the experiences, some bitter, others successful, that the directors of the big networks gathered in the transition to digitization. Perhaps none of us, who have been in the eye of the hurricane of this business and witnessed its evolution in different regions of the world, have been aware of the historical moments and the lessons for the future that are collected in this book. An essential book to read -Mauricio Sabogal, former global CEO, Kinetic Worldwide, and president, world markets, IPG Mediabrands
To my mother, Uma Jaiswal, for her vision, courage and inner compass
Foreword
The future ain t what it used to be .
-Yogi Berra
More Life per Life
Writing a book in the times we live in has to be recognized as a singular act of courage. Technology has rendered our attention span to such transient fragments that to capture a thought in all its latent depth and coherent breadth-leave alone to gather a bookful of thinking-is in itself an everyday achievement.
The desire to squeeze in more living per life-a fundamental human obsession for millennia-now operates on three dimensions. The first is longevity-how to live more years in one life and clearly, this one is quite old. Ageing is an ageless cause.
The second is diversity-how to live a series of diverse mini-lives on an otherwise unforgiving age line. Each mini-life rises in an S curve, where people may begin a new relationship, take on a new career or job, find a new home or a new city, take on a new look and possibly even learn a new language. As soon as an S curve plateaus, another begins all over again (see diagram). And through this episodic living, one has the potential today to discover oneself in all the myriad possibilities. For eons, this used to be the exclusive preserve of the mavericks or the vagabonds, but no more.
The third is attention-how to fill in more human experience in the same moment by splitting attention across a few parallel living spheres, something that has been made a lot easier by digital devices. So, one may be discussing tonight s dinner with the family, checking WhatsApp messages on a business deal and watching a sitcom on TV, all at the same time, living more life each moment in shifting attention states. Happiness amidst this transcendental living has become an assortment of disconnected affirmations punctuated here and there by a passing satisfaction.
One may argue that such a breadth of living somewhere compromises the depth of living-the ability to think, assimilate and ruminate over the shades and nuances, the told and the untold, the extracts and the essence-of truth, love, beauty and all things worth living for.
AN EXAMPLE OF LIFE AS A SERIES OF S CURVES
Yet, others may argue that such a view deeply underestimates the capacity of the human mind-at least the ones not conditioned yet-to balance higher average stimulation levels with sufficient thoughtfulness. That filling your mind with a wider spectrum of experiences and a higher state of average stimulation could serve the species primal mandate to explore newer and varied survival pathways better. After all, when little villages became towns and towns became cities and cities got radio and then they got TV, at each stage, worriers may have voiced these very concerns.
In fact, the debate between filling and fulfilling , between depth and breadth of experiences, is timeless and features regularly at every inflexion point of culture and technology in history. A balance, of course, is advisable, but to each generation, their own balance, really.
In addition, humankind s genetic urge for immortality has also found expression in relentless recording and sharing-possibly for eternity-thousands and thousands of photos, videos, livestreams, comments, chats, avatars, likes and dislikes, capturing moment after moment of a fast, fleeting life. Data has finally become the elixir that could render one immortal someday by capturing the information content of living and enacting some form of virtual respawn (reminds one of episodes from Black Mirror ). Increasingly, data is the vocabulary of living.
In this rather busy backdrop with a strongly Darwinian undercurrent, one would imagine that a book is also a piece of counterculture. It s a rebellion of the slower and deeper instincts to dig more, make a deeper sense, connect things and take careful note for others to ruminate upon. Against the seemingly facile patchwork of semi-satisfying bursts of experiences that everyday living has otherwise become, reading a book can feel like an inconvenient pause of assimilation between receiving and reacting. A book becomes here a narrative ark gathering an assortment of thoughts that matter, and practices that must be recorded, hopefully for the good of others. Or at least as a pure act of catharsis.
With such thoughts in March 2020, I started writing this book. It was the time when the world had just entered the COVID-19 pandemic. It reminded the global society of the deep vulnerabilities that bind each one of us together as humans, as if we were one big body of humanity -much like the Tree of Souls in the movie Avatar . The usual everyday routine was broken, creating more space for considered thinking. It also allowed me to begin writing what had been difficult to begin owing to my usual treadmill of corporate life.
The Time of the Possible
I joined the advertising industry in 1999, when the world was deep in the throes of the dot-com revolution. Those were heady times in Mumbai. Liberalization in India had finally hit puberty, multinational companies (MNCs) were offering unbelievable packages in campus placements and the Y2K bug had given birth to a big new software industry. Cable channels were opening Indian households to The Bold and the Beautiful. The Internet had brought unprecedented access to global knowledge and perspective for the first time ever. The stock market was booming and every wheeler-dealer and his third cousin in Mumbai went around sharing inside tips on which stocks to buy, helping move net worth from the naive to the discerning. Sabeer Bhatia had just made a fortune selling Hotmail to Microsoft and had proposed to actress Aishwarya Rai. It was an interesting time. It was the time of the possible.
Like many of my generation, who were attracted by things that were different and digital, I, along with a friend, Ravi Kohli, came
