You won't mix Whiskey & Brandy. Why mix Drinking and Driving?

~ Satish Chathanath Call : 9884011654 Mail : satish@pollenwebcreatives.com

Leading Green Brand !!

The global "green" enterprise IT study released by Strategic Oxygen and Cohn & Wolfe today reveals that Dell is the number one green technology brand, recognized for its extensive recycling program, the top ranked attribute sought by IT buyers. HP, IBM and Microsoft were noted for their energy efficient products and use of sustainable materials, while Apple held its position in the top five for designing products that are perceived to have a green look and feel.

"The technology brands that make the authentic connection between the environmental soundness of their products and their sustainable business operations and policies, will be long-term winners," says Claudia Carasso, managing director of the global technology practice at Cohn & Wolfe. "We also know that CIOs who are committed to green strategies depend more on blogs and forums than their non-green counterparts for gathering information on technology solutions. This is an important finding for product and service providers who are looking for current and credible ways to reach the coveted C-suite buyer."

GREEN MARKETING, is it????


~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in

You are the torch !!

Buddha said, "Holding on to anger is like grasping a hot coal with the intent of throwing it at someone else; you are the one who gets burned."

I met a few of my ad friends after a long gap. They were lambasting the industry, the new trends, the defaulting clients, overbearing clients and they forsee death of branding, creativity and what not. I think if you believe that the industry needs to change, help it to change - mentor your juniors or even go to the educational institutions to build things ground up.

In fact, I am doing the same, I care to spend a couple of hours a month to mentor students about the practical fundas of brand building. I am doing a session in LIBA in the first week of September.

Instead of bitching about the state of branding and advertising, please go do something on the ground. Mentor and transform.


~ Satish Chathanath
Call : 9884011654
Mail : csadhy@yahoo.co.in

CSR - Contribution Vs Greenwashing

I observe that there is a growing disconnect between the brands and their CSR activities. There are many well known brands in India that are into every social issue one can think of to gain cheap PR. This is not a welcome step and it can only whitewash or probably greenwash their brand names as customers don't see any connection.

In my company, Aspire Systems, we ensure that there is a connection that is easy to see between positive brand image and corporate philanthropy. We are in the outsourced product engineering services and hence 'Knowledge' is what we will be associated with. Our CSR wing called 'POLESTAR' solely focuses on imparting education, learning and development to marginalized kids and children of less-privileged schools in and around our workplaces. Our objective is to bring societal transformation through education and knowledge.

I believe that if organizations keep their commitment to do the right things, the consumers will continue to reward the brand through desired positive behaviours.