Talk Visual Article

8/12/2019 Talk Visual Article

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Michael Jackson returned to the stage last month in May to dance to the beats of

the song Slave to the rhythm from the recently released XSCAP! album" A

virtual! Michael Jackson took on the stage and set it on #re" $e made it to the

headlines across the globe" %he general &ublic' the fans' the music lovers' the

media itself could (ust not sto& talking about it"

)ack in *ndia' in May' another su&erstar used the same technology to address

do+ens of rallies in the remote to,ns all over the country" -rom Andhra Pradesh to

)ihar' from Allahabad to .ainital' he addressed more than /00 such gatherings

leaving the voters a,e struck and mesmeri+ed" 1es' that ,as Modi' ,ho too like

Michael Jackson used the hologram! technology to reach out to the ma2imum

number of &eo&le and convince them to vote for )JP" 3oing by the results' it seems

to have ,orked out fantastically ,ell for both Michael and Modi"

%his technology is not ne," 4isney has been using it since 5676" *ts most &o&ular

attractions at the 4isneyland Park in .e, 8rleans 9 $aunted Mansion 9 has been

using this to s&ook visitors ,ith the hel& of 666 ghosts! ,ho make guests feel that

they have entered a haunted ballroom" %hese &ro(ected images 9 be it of Modi or

Michael or the ghosts 9 de#nitely take your breath a,ay" %hey are sure:shot ,ays to

a,e and ama+e your audience" %he 4ubai air&ort and many other air&orts have

installed virtual hel&ers! ,hich are nothing but hologra&hic &ro(ections of sta;

members ,ho hel& travellers and &rovide them information about ho, to handle

security immigration etc" .ot (ust are these avatars eye:catching' they are also the

easiest sta; to maintain 9 no lunch breaks' they ,ork ? and never ask for a

salary@

*f you ,ant to attract attention' you need to do something dramatically di;erent

from others" *t!s an o&en secret' and yet not many &ut in the desired e;orts to do

so" $ologra&hic &ro(ection is one such ne,:kid:on:the:block that can get you

guaranteed attention" As marketers' ,e need to look at this o&tion carefully and useit to the hilt ,hile its still ne," %he ,orld of entertainment seems to have

understood the &otential of this and those ,ho have the funds are using it to create

a bu++ around their brand" %he business ,orld should also ,ake u& and reali+e the

enormous &otential of this" Marketing is all about creating a bu++ and standing a&art

from com&etition" .othing ,orks better and faster than a good image" *f you are


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visually dramatic' the chance of getting attention is highest" Marketers today need

to #nd ,ays to make their brand visually e2citing"

B*SAD S%8E1 %DD*.3

All great brands have a great story around them ,hich makes them enchanting and

gives consumers a reason to discuss about them" )e it the ,ay Devis started

making its (eans' or ho, 3oogle got its name' or ho, *nfosys ,as started' or ho,

8&rah braved &overty and abuse and made it big 9 the list goes on" A great story is

one of the best ,ays to build a brand identity" $o,ever' as brand builders and

marketers' ,e need to be a,are that today the ,ay stories are being told has

changed" 1ears ago' ,e used to chat ,ith friends around a table over co;ee' or

around the bon#re or in our living rooms' sharing stories and life e2&eriences"

Sharing! has a ,hole ne, meaning today" %hanks to technology' the co;ee table'

the bon#re' the living room have all been re&laced by the smart&hone" %he camera

and various a&&s no, hel& us in sharing! our e2&eriences instantly" Fhether this is

good or bad is ,orth debating' but the fact is this is the ne, ,orld and as

marketers' ,e need to change the ,ay ,e share our brand stories ,ith the

consumers" %hanks to technology and sites like Pinterest' Bine' 1ou%ube' the best

,ay to reach the audience is through visual engagement"

As marketers' ,e are not ne, to visual engagement!" -or years advertisements and

logos have been the key factors in engaging audiences visually" $o,ever' marketing

has moved ,ay ahead of these traditional ,ays of advertising" %oday' the ne,

mantra is sharing is marketing!" 1ou need to make visually entertaining content

,hich engages the consumers and encourages sharing on various &latforms"

%raditional media has been overtaken by digital &layers like -acebook' 3oogle'

1ou%ube etc and traditional advertising has been re&laced ,ith visual storytelling"

Dogos used to de#ne a brandG today' uniHue themes and stories around that theme

are de#ning brands" Dook at 3@ *t &osted a video on Bine ,ith a heading 4o you

kno, ,hat ha&&ens ,hen you combine milk' food coloring and dish soa&I %he 7

second video cli& ended u& becoming 3!s most successful &ost"

Seeing the &henomenal res&onse' 3 started a full blo,n social:media cam&aign

named 7SecondScience! asking users $o, much science can you #t into si2


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secondsI" sers could u&load their science e2&eriments and also ,in gifts" Cells

inside your hand!' Chemical &ro&erties of your daily cu& of co;ee!' and lava lam&!

,ere some of the &o&ular &osts" Fith the hel& of the 7SecondScience! series' 3

has built a uniHue identity around itself" %he videos are interesting and easily

shareable' and (ust the right tool to hel& them accom&lish their mission of getting

young users interested in 3"

Eit+ Carlton' on the other hand' used *nstagram to tell its story through a gira;e

,ho got lost on a family vacation" %he Eit+ is normally associated ,ith ultra:lu2ury

and this ,as a shar& deviation from that image" )ut the story ,as memorable and

shareable and that!s ,hat the brand ,anted"

And of course' the Sel#e!' ,hich is the biggest thing on the digital ,orld today"

-rom 8bama to Amitabh )achchan' everybody is &osting a sel#e!" A little:kno,n

South African retailer' rban $ilton Feiner' used this trend to get &eo&le to ,alk

into its sho,room" very visitor to the store ,ho t,eeted a sel#e of themselves

trying on some clothes of the retailer using the hashtag urbansel#e got a K50

discount cou&on" *f their t,eet became the most &o&ular' they could ,in

merchandise ,orth K5000 from the retailer"

%he best &art about visual storytelling or visual cam&aigning is that it has no

restrictions" All that is reHuired is being able to identify ,hat is the key bu++,ord'

and Huickly building a strategy around it" .o one could have nailed it better than

8reo" 4uring the Su&er )o,l last year L


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B*SAD D*%EAC1

%he ,orld is a ne, &lace today and ne, skills are reHuired to survive it" 8ne of them

is being visually literate" $o,ever' ,e remain a visually illiterate society" *n future'

the three Es Larithmetic' reading and ,ritingN ,ill not be enough to do ,ell in life"

%hat ,as old school thought" Bisual literacy or the ability to read' ,rite' think' and

solve &roblems visually ,ill be one of the most essential reHuirements" As 3eorge

Ducas' the very famous #lmmaker said' O*f students arent taught the language of

sound and images' shouldnt they be considered as illiterate as if they left college

,ithout being able to read or ,riteI $e is absolutely correct" %he ,orld today is

more visual than it has ever been" Cavemen used to communicate ,ith dra,ings

and &ictures and ,e are almost doing the same" Most of our communication today is

visual" Consider this

A&&ro2imately 7Q &ercent of the &o&ulation are visual learners"

%he brain &rocesses visual information 70'000 faster than te2t"

60 &ercent of information that comes to the brain is visual"

=0 &ercent of all nerve #bers connected to the brain are linked to the retina"

Fe are &hysically built to &rocess visual information"

.o, consider this

8n -acebook!s brand &ages' the to& 50 brands get most traRc from &hotos and

videos"

-acebook reached 500 million users in = years but *nstagram did it faster"

Photos &osted on Pinterest are referring more traRc than %,itter' 3oogle etc"

Bisuals are more convincing' more interesting and more e;ective" .o ,onder

)arack 8bama 9 the most ,ell crafted brand of modern times 9 too (oined *nstagram

in


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Bisuals al,ays make more im&act than &lain ,ords"

*n 56Q' 4orothea Dange took a &hotogra&h of a migrant mother and her starving

children in a farm in California during the 3reat 4e&ression" %he im&act of the

&hotogra&h ,as so enormous that the government ,as forced to rush food aid to

the starving ,orkers immediately" Bisuals have &o,er' and more so today" Fith

everybody armed ,ith a &hone cum camera' visuals are the easiest ,ay to

communicate and share" So if you ,ant your brand to be talked about' think

visually' dramati+e your brand!s &resence' use technology' use great ideas and get

&eo&le to share your thoughts" %he future is de#nitely for the ones ,ho can think

and communicate visually"

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