The great recaliberation?

Time of India

2 days ago

The difference between listening to respond, and listening to understand has never been this stark in the branded universe.
There is an immense stream of
public opinion
floating around on almost any and every topic in the universe.
Consumer understanding
is at its peak, and yet, how brands respond to it varies. Take for example the manner in which the
Cervical Cancer campaign
by faking Poonam Pandey's death was executed - based on the insight that shock value echoes through online echo chambers, the final execution was way off the mark in terms of public sensibilities.
On the other hand, we see brands listen to what consumers say about their products and these then become central to the strategy. A living example is the popularity of the
Stanley Cup
. A few pieces of
viral content
backed by sound thinking and execution and it became one of the most prominent markers of pop culture. Users talked about their own hacks, DIY pieces and customisations that made the cup so dear to them. The same thing happened with the
Labubu trend
in the past few weeks and months.
We have transitioned from an era where it was imperative for the brand to set the narrative, context, and belief system around their offerings, to an era where consumers build their own context for things in their daily lives. Brands that crack this code ensure extended lifecycles while others are left waiting for their time in the sun.
The stories are still being told, but the one who was listening earlier, has probably become the narrator now.
Interesting times ahead!