... AN EXPERIENCE WORTH ITS WEIGHT IN GOLD

My work description:

We started four years ago
Brimming with energy and lots of gusto
Some excited freshers, some more seasoned
A plan drawn and a strategy reasoned

Little imagining the thrilling paradox 
Getting marketing off the blocks
For an institution 143 years old 
An experience worth its weight in gold

Inspired by leaders unfailing in devotion
Humbled by engineers undaunted in mission 
Listening to technocrats and academicians
Learning again from scientists and mathematicians

Making a promise to be relevant
New ideas for engagement
Sharing insights and knowledge
Building bridges for industry, school and college

Talks, Lectures, Awards and Scholarships
Associates, Affiliates and rich partnerships 
Conceived Member Matters, today a sweet sixteen
An ode to Members & Partners, their fervour so keen

Cheering a lead here, celebrating a clip there
The joy of click through rates spicing up the campaign affair
Websites launched, not to forget Facebook and Twitter
Helping to spread the word, making conversations better

An eye on the KPI and a focus on the goal
All plans combed, every project made whole
Testing every idea and property 
Asking – 
Will it stand today, tomorrow and for posterity?

Biz, Sales & Marketing Lessons from FIFA World Cup 2010

At the end of the soccer mania that lasted a month, the “Beautiful Game” has offered many re-inforcements and lessons for business and life. Here’s what I got and would love to read about your experiences as well:

Lesson 1: Dare look beyond the data:
I have noticed at times, an obsession for data, as an end in itself. This curtails the free run of a spirited idea – the “right-brain-big-picture” leap-of-faith that powers you to dream big and win big.

Every time, I look at numbers, I ask “So what?” Look at some of the World Cup 2010 statistics below and you’ll know what I mean:

a) In the Round of 16 match, England showed better stats than Germany on all key points. They had more shots overall (19 v 17), more shots on goal (9 v 7), more corners (6 v 4) and even higher ball possession (52% v 48%).

So what? Germany thrashed England 4–1.

b) Argentina had better data than Germany on all key counts – overall shots (20 v 18), more shots on goal (7 v 6), corners (5 v 4), ball possession (54% v 46%).
So what? Germany dismissed both the stats and Argentina out of the WC with a 4-0 win.

c) Brazil had more shots - (15 v 11) and more corners (8 v 4) than Netherlands in the Q/F.
So what? The world No. 1 nation could not convert their chances to make it to the semis.

d) Of course, data mattered in the final crunch. Spain had better stats on most counts. But look closely and you will see that they managed a only single goal, that too in the 116th minute - at the end of the 2nd half of extra time

The lesson here is to engage in a closer examination of impressive statistics vis-a-vis their final objectives. How well do your data/stats convert to meet your organizational goals and how are the missing links fixed?

Lesson 2: Team Work Vs Individual Rock Star
An age-old sporting lesson was brought home once again at the World Cup – team work matters. Ronaldo, Rooney, Messi, Kaka – all super heroes for their clubs. But when it came to playing as a team for their country, they couldn’t keep it together.

Lesson 3: Dare to go beyond competitor reputation
A number of higher ranked teams were beaten soundly by lower ranked nations in various qualifying matches. Minnows Japan, Ghana, Switzerland, USA and Slovakia dared to look at the enemy in the eye and give them a run for their money and pride.

So what if your competitor is a 100-pound gorilla? If you are hungry about winning, you will. It’s all about preparation and keeping faith.

Lesson 4: Hungry to win? But play it fair
And finally, Uruguay’s Hand of God - II was a big lesson. Indeed it was very big deal for Uruguay to win over Ghana and get into the semis. But to what lengths would a team go to? Suarez (URU) cheated an entire continent and the spirit of the game to make way for his country.

Big deal or small – can we play it fair and square?

It’s going to be another long wait for the next world cup. But then, that’s what the Beautiful Game is all about. The Game may be over. But the lessons are for life.

What has been your take-away from this spectacular event?

In the age of social media, can marketing really own the brand?

In today’s cacophonic age of social media, the customer seems to have taken over the brand. Much like the South African Vuvuzelas, the voice (and noise?) of the customer on the Net is deafening.

Everyone has a say and the word spreads so fast (with Tweets, blogs, comments, photographs and videos) that the brand gets created, destroyed, worshipped and hated all at once.

• How can marketing play a consistent proactive brand management program to beat the lightning speed of the Voice on the Net?
• If ultimately customer experience is giving way to customer voice, how can marketing influence what’s being said and won’t it still be a reactive program?