Karan Chadda

Global digital marketing and communications leader

Business

A list of thoughts from my first year in business

Evolving Influence launched a year ago. I’ve penned a list of thoughts that have circled in my mind as I’ve reflected on what has been a very lively year.

It’s an unordered list but not an unstructured one. I’ve broken it out into sets of four, but it’s not a poem. At best, it’s a thoughtfully formed list.

Relationships matter
The world is a friendly place
Lots of people will find time to give you advice
You have to do the work yourself

Principles matter
Trust yourself
Be honest with yourself
Know what you aren’t

Ideas are best shared
Ideas are ten a penny
Good ideas are a pound a punnet
Ideas made real are rare treasures

Winning business is exciting
Being scared is exciting
Turning down business is liberating
Only do good work

The cut and thrust builds self-confidence
Don’t believe the hype
The cut and thrust is bruising
Do not despair

Everyone wants good things for you
People are willing you to succeed
There’s no shortage of cheerleaders
You have to do the work yourself

This list was originally published at evolvinginfluence.co.uk.

Why we joined the Creative Industries Federation

The New Year has brought with it the usual lists of major trends in marketing for the coming year. By and large, the lists are interesting, thoughtful and likely, on the whole, to be accurate. What these lists do not contain, however, is anything with eternal relevance. In marketing, one of the few things that will be as relevant in 1,000 years as it is today is creativity.

I first learned of the Creative Industries Federation in a newspaper article about its launch. An organisation set up to promote the UK’s creative industries sounded like a very good thing indeed, so I looked it up and requested more information. The organisation seemed to have such a clear idea of its purpose that, having only read the website and exchanged an email or two, I signed up my firm.

When I sit with a blank sheet of paper, I possess neither the arrogance nor brilliance to presume I can fill it with creativity entirely on my own.

Successful marketing needs real creativity. You cannot build brands and businesses on fluffy thoughts and lazy ideas. The question is: where do creative ideas come from?

Well, when I sit down with a blank sheet of paper in front of me, I possess neither the arrogance nor brilliance to presume that I can fill it with exceptional creativity sourced entirely from my own thoughts. I draw upon the vast creativity of the artists whose work I can access online and in galleries, at concerts and exhibitions. I speak with colleagues and friends. I stretch ideas to absurd proportions. I leave them to fester and see how they develop. I go through many creative processes but sitting at the very core of it all is the creativity of others.

Let me share a practical example. Back when I was a student, I was writing an essay on immigration. I struggled with bringing clarity to the ideas I was trying to express. At the time, Institute of Contemporary Arts had an exhibition that touched some of the issues I was writing about. I went along and was particularly struck by one work, by an artist whose name I sadly cannot recall, where a light bulb had been taken from a supermarket in Germany and placed in a Korean store in the US. There are a number of immigration narratives stitched through that piece; in particular, it makes a wonderful point about the unseen benefits of immigration very simply and clearly. It helped me greatly with my work. I’ve loitered in galleries ever since.

Moreover, many marketing specialists have arts-related backgrounds. I’ve worked with designers who started out in fine art and copywriters who are poets. It’s rare to meet a creative specialist who doesn’t have a side project or hobby. The number of screenplays, novels and short stories quietly saved on the servers or PR firms and ad agencies is astounding.

A creatively rich environment is essential for marketing. We must protect and promote the arts and creativity of the UK if our marketing and advertising potential is to be fulfilled. So, why did Evolving Influence join the Creative Industries Federation? It seeks to secure the future of a business critical resource.

This article was originally published here at EvolvingInfluence.co.uk.

The unquantified self

Beta metrics don’t hep us know ourselves, they merely provide us with known unknowns

One hundred years ago someone used a ruler and drew a line an inch long on a piece of paper. Yesterday, some found that piece of paper and, using a ruler, measured that line and found it to be an inch long. This didn’t really happen but the point stands: an inch is an inch.

Hypothetically, if a year ago, I had a Klout score of 50 and earned 2,500 Nike Fuel Points and today I have a Klout score of 55 and earn 2,000 Fuel Points, am I more influential and less active?

The correct answer is: I don’t know.

In that time both Klout and Nike have recalibrated how they calculate their metrics. Your scores from last year aren’t being measured on the same scale. A fuel point isn’t a fuel point. A Klout score isn’t a Klout score.

Now, of course, we want the most accurate metrics we can get. However, part of the appeal of metrics is that they help us understand how things have changed over time. Am I more influential? Am I more active? What is the trend? None of these questions can be answered if metrics aren’t consistent.

Wearable technology has emerged as the big trend at this year’s CES. These devices will capture a lot of data about us and a considerable portion of the captured data will be presented back encouraging us to improve ourselves but behind the hype many of these metrics will be no better than your own gut instinct.

So wear the bracelets, track your scores and enjoy the positive communities built around them, but remember that all you really know is that you don’t know. These beta metrics are Rumsfeldian ‘known unknowns’.

Reputation vs. Brand

Much is written about the rise and rise of reputation. I took a look at Google Trends to see how popular reputation was in relation to brand. It turns out brand is much, much more searched for.

The below chart shows the findings. I set the parameters to searches in the UK focused around business and industrial issues.

This isn’t an insight or a significant finding, but it is interesting and worth being aware of.

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score”,”minValue”:0,”maxValue”:110,”viewWindow”:{“max”:110,”min”:0},”useFormatFromData”:false,”viewWindowMode”:”explicit”,”formatOptions”:{“source”:”none”,”prefix”:””,”suffix”:””}},{“viewWindow”:{“max”:null,”min”:null},”minValue”:null,”maxValue”:null,”useFormatFromData”:true}xxx01xxx,”animation”:{“duration”:500},”booleanRole”:”certainty”,”lineWidth”:2,”hAxis”:{“useFormatFromData”:true,”title”:”2004 – present”,”titleTextStyle”:{“color”:”#222″,”fontSize”:12,”italic”:true},”textStyle”:{“color”:”none”,”fontSize”:12},”viewWindow”:null,”minValue”:null,”maxValue”:null,”viewWindowMode”:null},”domainAxis”:{“direction”:1},”series”:{“0″:{},”1”:{“color”:”#dc3912″}}},”state”:{},”view”:{},”isDefaultVisualization”:true,”chartType”:”LineChart”,”chartName”:”Reputation vs. Brand”}’ ]

A huge thank you must go out to @JrAthletics for helping set up the plugin for the above chart. Please do follow @JrAthletics on Twitter and check out the website juniorathletics.co.uk.

A tale of two retailers

As Christmas approaches and the nights draw in, families gather and stories are told. Well, gather round my digital kin and let me draw a scene in your minds of two iconic British brands with the help of two iconic British scribes.

Two retailers, both alike in dignity,
In wintry London, where we lay our scene,
For festive sales targets, break new advertising,

Where creative minds, leave creative egos green.

It is the best of times, if you’re John Lewis, it is the worst of times, if you’re Marks & Spencer.

These two titans of British retail are going through very different experiences. John Lewis continues to grow robustly whereas poor M&S, despite the strength of its food business, desperately needs to turnaround its declining, core clothing business.

In what has become an annual marketing tradition, both have released their Christmas adverts this week, hoping to lure shoppers into their stores.

The ads take strongly different approaches.

John Lewis features a single product in an ad full of emotion and heart-tugging narrative. Meanwhile, M&S sticks just about every last piece of clothing it stocks into a fairy tale fantasy that usefully has a supermodel in her smalls a couple of times.

The way their messages are delivered couldn’t be more starkly different but don’t for a second believe that one aims to sell and the other is brand building. Both seek to sell, sell, sell.

The difference is that John Lewis is confident in the knowledge that customers like its products. Indeed, the ad’s headline characters — a hare and a bear — are now products too; you can buy cuddly toy versions of them. So the message is, we know what Christmas is all about and we have the perfect presents for your loved ones. Buy them at John Lewis.

Marks & Spencer, or Magic & Sparkle as it brands itself in the ad, needs to change opinions about its clothing range. A clothing range that has seen sales drop for nine successive quarters. It’s not going to do that by saying it’s got the right presents for the people you care about. It’s got to demonstrate that it actually does have those products because the shoppers don’t think it does. So it spends the ad saying, ‘Look, this is nice. So is this. And this too. By the way have you seen this?”

Despite the different approaches, both ads are far, far better things that the retailers do, than their competitors have ever done.

NOTE: I apologise profusely to William Shakespeare and Charles Dickens