Reflections

The use of Tone of Voice in Marketing; one of the least understood, and perhaps most misunderstood and misused, in all marketing communication. How important, really, is it in the larger context of the brand? What should the tonality of your communication be? What determines tonality, and what controls it? Who in the organisation ought to be in charge of this – content, or brand team? Or is the creative team that is responsible?  THE MOST MISUNDERSTOOD The problem is that this aspect - Tone of Voice - is by far the least understood in #contentmarketing, and, given that English is not a native fluent tongue to many, is fraught with risk if experimented. Logic tells us that  brand comms should be professional, formal and can be conversational [example - realistically depends on the tone and message structure and heirarchy; problem 2 is few brands create these]. Logic tells us that content teams control this.  That is why logic is just one of many guides; both cases above ma...

Book Review: Fifteen Judgements – Cases That Shaped India’s Financial Landscape By Saurabh Kirpal Image Source - Amazon.in The modern concept of Economics is more towards the economic landscape being more of a political economy, given the advent of tariffs, regulations, trading blocs, and more – combined with the need to balance environment, and the need to balance the needs of various internal subgroups of citizens. This has tended to intertwine the political, regulatory, and economic sectors completely together in a conjoint situation, perhaps for the best. Just in the recent past, there have been many instances when the judiciary has adjudicated / called upon to adjudicate on many aspects of this political economy. The current book under review looks at 15 such seminal cases.   What The Book Examines These 15 cases are those that have had, or, in the more recent examples taken the potential to have, a lasting impact on the direction and, in some ways, structure of the India...