We all live in a world where information is buzzing in our ears all the time. We are so connected to machines and interested to see what people around us are doing. Sometimes we draw inspiration from it and sometimes we are comparing ourselves to it. Media consumption evokes an array of emotions.
No consumption of media is just passive consumption, it triggers something or the other in our brain. What impacts one person the most may not impact the other one, as we all differ in our empathetic scores. However, there are a few things which work with most people. What are the components of those messages? There can be a good number of pointers which will say we have a great message. It has all the ingredients: we have a story, emotions, actors, creatives good social media presence and many more to enumerate. Most global brands were as popular in all corners of the world even when the internet didn’t exist and they are still amongst the favourite global brands. There is definitely something beyond just executing the messaging and increasing the reach amongst the target audience.
But when it comes to messaging, the key lies in the conscience of the message. The message can be a globally appeasing or a locally appeasing message. Even some of the most remote areas now have access to the internet. However, individuals choose who to follow. Awareness is no more a major problem.
So chances are if the message conveyed is global, people connect with it not just based on the content. Also the message is conveyed globally. This vantage point makes people feel connected in an entirely different way and they try to lend a word of mouth amongst their peers. Humans do have a herd mentality. What others follow they tend to follow on the internet. A socially driven experiment on comparing two pictures but altering the number of likes made a huge difference in swaying people’s perception.
Internet broadens the scope of conversation which is taken globally. It’s interesting to see how culturally different people react to the same message? The exchange of ideas and discussions triggers and improves the mutual understanding of the participants. But that doesn’t mean that all globally launched campaigns are successful. It’s only the powerful ones which succeed.
How to define powerful..its the power of “stories” which connects people which makes them believe in things such as magic!
There is no boundary for the popular stories in terms of nations or developing or developed or whatever biases people you can think of. A simple powerful story is the one which works for one and all. This is the reason the children across the world almost read the same stories in their kindergarten.
The stories live inside people, they can connect with it, they can feel for it and thus great brands always have a powerful story. Great brands also keep in mind one very strong human behaviour insight: They identify the human behaviour they want to leverage. They don’t try to change people’s behaviour but they leverage it. They are working on their today by grasping the present and develop a strong vision for the future. Saying these words” Create a vision for future” easier said than done.
Vision is not always built by the smartest or most intelligent people in the team, but from the people who are most adaptive to the change in the surroundings.
Be vigil for the new researches going on the relevant area and think in your context. It is not always good to pounce on whatever comes as the newest trend but what matters is to understand sustainability. Fad works for small times only. Today on the internet the spikes of fad are more frequent. Adaptability to them can be fatal or sometimes it may be like may hay while the rays of sunshine!! who knows?
After all, this is what Darwin also said: ” It’s not the most intelligent one who survives but the one who is most adaptive and human brain is an adaptive machine”.