An ostrich, an Albatross, a beaver and a phoenix walk into a pandemic…

Ostrich buries its head in the sand.
(actually doesn’t. but metaphically does)
Brands that never got out of the PSA mode. Brands that actually could do something useful, but instead chose to eject platitudes out of their insincere mouths (with those ‘unprecedented times’ and ‘we are here for you’ ads). The Marie-Antoinette of Brands who managed to be tone-deaf inspite of having actual humans running the show.
And then there are brands that actually do amazing commercials – commercials that move you, spur you into action. You wish you had done such ads. But then you realise who the ad is for. A platform of misinformation, an enabler of autocracies (Sheryl Sandberg actually wrote ‘I am fine with this.‘ when shutting down voice of Kurdish minority seeking support while getting bombed by the Turkish strongman. Well, listing all of facebook’s misdeeds would turn into a tome. Read Antisocial Media by Siva Vaidhyanathan instead or An Ugly truth by Sheera Frenkel & Cecilia Kang.)

The majestic flying beast falters.
The mighty flying beast, The Albatross, unaccustomed to walking on ground, much less the uncertain and treacherous ground of pandemic, falters, gets taken advantage of, is jeered at. His giant wings coming in the way of walking, it falters where it could soar.
Airline brands, lifestyle brands, hospitality brands even Healthcare brands… The uncertainty and ugliness of the times cost some businesses heavily, without their own fault. Fate was unkind to them. Many of them chose to be mute when it comes to branding and communications. And it was a wise decision. The time demands us to be useful, to be silent comrades. So when brands could, they did try to be useful. Like hotels turning into health infrastructure, factories manufacturing ventilators, and that’s something to be proud of. No matter the weak sentiment now, the weak performance in stock market for such businesses now, they stand to be repaid in gratitude when situation eases. They need the ramp of digitization, tax breaks to take off again. Hopefully, they will get the help they need in time.

The beaver soldiers on.
The beaver keeps building what he was building before the pandemic. He is stoic and agile. If his dam gets damaged, he promptly gets back to repairing it. There’s no place for sentimentality or pause for him. He has domesticated his feelings and is on work-mode, all the time.
We need the stoics. The FMCG, retail, logistics companies and brands that ensured that the people staying home have access to all necessities and the ones who are desperate find some support, some subsidy.

These are institutions like Tata that stood by their employees unreservedly. These are also brands that pivoted with emerging challenges like Marico prioritising easy to make food categories or FMCG players expanding their hygiene offerings.

These brands find a way to keep going on. They reframe the conversation, and respond to emerging situations as necessary.
These brands also aid in escapes. escape is vital in recovery. As we recover from the pandemic, we need humorous and inspiring escapes. (BurgerKing, Cheetos, etc.)

Here are some examples.

Check out the cannes Lions winner playlist to see more good work.

The phoenix soars out of ashes.
The phoenix that rose in the ashes of pandemic. Well, the metaphor is slightly skewed here. Here, the ashes are external not Phoenix’s own. the phoenix is an opportunist siezing the day, dragging the world ahead in its wake.

Digital platforms. Green energy. Surveillance economy. Meme stocks. The pandemic was a gulf stream of accelerated trends.
When it comes to brand and comms – check out Tesla’s stunts or food aggregator apps’ social presence.

Which acts/ campaigns were phoenix in your perspective?

Evolving for times of Crises

Covid-19 has knocked the wind out of the global machine that humanity lives in. It has shattered our illusions of stability, our belief in global capitalism (about time), our hopes of certain growth forever.

It is not just a pandemic. It is a huge question mark that stands tall in front of humanity. What’s the meaning of life? What matters? and most importantly, what should we do?

The global machine – capitalism, globalism – runs on the grease of specialism: that I be a specialist brand strategist, that someone else be a specialist health worker and so on. In times of crisis though, this very grease is becoming the gunk that’s contributing to the machine falling apart.

Crises are times when an overwhelming force requires to be countered by overwhelming efforts from the part of united humanity.

Against divisiveness, towards unity

So firstly, we can’t counter these overwhelming forces effectively if we can’t ‘unite’ effectively. A machine that runs on the principles of divisive exploitation is bound to falter and possibly disintegrate in such a situation. Global Capitalism is based on constant replacement of labour with cheaper labour. It is based on inability of people moving as quick as the money does. It is based on exploitation profit principle which perpetuates and amplifies inequality. It is based on divisive politics that pits one community against another.

Under such conditions, humanity can’t unite. The exploited class will remain suspicious of the ruling class. Toilet roll brawls, disbelief fueled corona-parties happen, religious gatherings happen, demonisation of minority happens… the global capitalism had sown the seed of dissent in its very DNA. So there goes unity.

The anti-dote to global capitalism too is seeded in it’s DNA – platform economy. Facebook, amazon etc have shown what platforms can do. Unfortunately, these platforms are right now running with capital mindset of greedy fucktards. But the truth is – platform economy’s logical endpoint is a new form of socialism. A new kind of economy where most essential things can and should be free for most. I have written more about it here. We must work towards this possibility if humanity is to survive and thrive.

Against specialism, towards adaptability

Secondly, the issue of specialism. Specialism is great for maximizing efficiencies, scaling, reducing cost etc. It’s a must for scaling effectively. As such, its a must for global capitalism. But it’s also making us vulnerable to destabilizing catastrophes.

Like Swiss, South Korean and Israeli citizen, who are trained to take up arms in times of emergency (which meant war for them), global humanity must also have a strategy to build capabilities in every global citizen and communities to respond to health crises/ biological warfare/ riots/ wars/ famines etc.

Govt/ corporates/ power centers essentially must build capabilities among their citizen to adapt to emerging situations if the power that be want to maintain their power structures (stability and status quo).

RAPID EMERGENCE

In a complex and Dynamic system such as the global humanity, we can’t rely and wait for institutions to strategise and respond. Global communities must be empowered to unify, take informed decisions and respond quickly. For a health emergency a substantial proportion of people should be trained to respond with nurse/ care/ logistics skills. For wars, an overlapping set of people in substantial numbers should be trained to organise, mobilise, evacuate, arm and respond if necessary. For natural disasaters, similarly another overlapping set of people should be capable of rapidly transforming into first responders, medics, cooks, truck drivers etc.

The essential principle to survive and thrive in the new globalised world is to,

  1. Build Platforms as Commons
  2. Build Capabilities among citizenry to respond rapidly for emergencies