Probably, your brand is seeking market share, not enlightenment, so the idea of Zen doing anything for your brand seems impossible, but hear us out. The act of building a brand is complex, it brings together art and strategy and psychology, it juggles business needs with sheer creative brilliance, it combines short-term wins with long haul commitment — in short, it needs thinking and custodianship that looks holistically at the big picture. It needs Zen perspective.

Just in case still seems a bit difficult to fathom, we thought we’d highlight just how effective Zen thinking could be in branding, with the help of a few pithy quotes and proverbs from some of the greatest minds that have delved into this school of thought.

The idea of Zen is to catch life as it flows. — D. T. Suzuki

What most of us forget so often as branding experts is this: Beyond the strategy and the principles we rely on, the brand takes a life of its own when it encounters the world. An astute brand custodian can catch life as it flows, so to speak, to breathe relevance into an aging brand or pour soul into a sterile one. All you need to do is observe life, partake in it and bring your brand to interact with it meaningfully. The Coca-Cola Company is well known for its campaigns to forge friendships across the divide through the act of sharing a Coke. These famous campaigns come from keen observations of human relationships, and the emotions centered around bonding and separation. What can you bring to your brand by simply observing life and catching its essence?

To think in terms of either pessimism or optimism oversimplifies the truth. The problem is to see reality as it is. — Thich Nhat Hạnh

Way too many brands think that they need to showcase a hyper-positive image or impression of themselves. Many others are built on being doomsday predictors. In the process, they let go of authenticity or worse still, reality. Those that don’t, win hearts. For instance, IRVINS Salted Egg Chips got into trouble a few years back when a dead lizard was found in their chips packet. Their response was not the typical playbook one, they owned up and won love from their fans for being honest and humble. On another note, in 2013, ICICI Prudential had a campaign in 2013 that captured the everyday acts of the sincerity of the typical Indian man (and insurance buyer) through the colloquial phrase ‘bande achhe hain’.

Each morning, we are born again. What we do today is what matters most. ― Buddha

On day one, month one or year one of a brand’s inception, its custodians are clear of what its personality is like. Their actions and product, marketing and sales decision are closely guided by the brand book. But two years down the line, the decisions they make may seem out of tune with the brand. The reason is that many brand custodians think of the brand book as a design tool only, when in fact, it is a talisman for every action by the brand. These wise words from the Buddha can be as an exhortation to anyone who works with a brand to live its essence every single day as if doing so for the first time. This way, they cannot rest on past laurels or accomplishments and will work to ensure that every action of the day is anchored in the brand’s essence.

Trying to define yourself is like trying to bite your own teeth. — Alan Watts

Another mistake is making a bulky brand book, filled with long sentences and innumerable adjectives all just to ‘define’ the brand. If we are what we do, then by that token, shouldn’t we be thinking of what the brand does, rather than what it is? And then of course, ensure the brand acts as per its intention? Alan Watts, teacher and researcher of eastern philosophy, likened the attempt to define oneself to an act that is ultimately futile. The lesson for us is to define our brand through action, and words and communication that support action. So don’t spend too much time trying to define yourself through brand words. Instead, go out and act like the brand you are.

A very famous proverb with Zen philosophers goes something like this: “Before enlightenment; chop wood, carry water. After enlightenment; chop wood, carry water.” The saying, attributed to Buddha, defines the Zen experience of satori or enlightenment. The work of any CEO or custodian does not change when they bring a Zen perspective to their brand. What changes is the mindset. The tasks remain the same — the time spent on product development, customer service or sales and marketing remain the same — but the actions that entail each task will be defined by the shift in perspective. Keep this in mind as you adopt a Zen approach to branding, and tell us how your experience goes.

Cover Photo by davisuko on Unsplash

Later, after we were reintroduced to the explosive acting talent, dappled shades of morality, the background score that had a sense of its own momentousness, and a pervasive sense of drama, we had to admit the movie still manages to wrest involuntary gasps of wonder, fear and relief from us. It made us think — in these times when the seven-year-itch is better expressed as the seven-month-itch, how does anything or anyone manage to stay so vivid and memorable in spite of the passage of time? But looking around us, we realize that some of us seem to have figured out the secret sauce for long-lasting charm.

Take the utterly butterly awesome Amul Girl for instance, appearing ever so often on newspapers, billboards, and social media feeds with a zesty take on whatever has captured the popular imagination at that moment. More than fifty years on, we doubt anybody in the country is as yet bored by her cheeky but common-sensical approach to life — it goes to show that the key is to remain relevant while staying true to your brand persona.

When we recently watched the movie Yesterday on Netflix, we also realized what an impact the Beatles had on the musical and cultural awakening of an entire generation. Some of the most memorable melodies, the most timeless lyrical narratives and the most experimental music are from the Beatles discography. And if you think of the number of bands, films and songs in popular culture that are directly influenced by The Beatles, you realise that the key to staying in the minds and hearts of people is to become a source of inspiration. 

Speaking of evergreen inspiration, how can you miss Shakespeare? You may not enjoy diving into his plays, but if you use everyday terms and phrases like ‘baseless’, ‘lonely’, ‘hostile’, ‘dawn’, ‘watchdog’, ‘cold comfort’, ‘break the ice’, or ‘fair play’, you owe a debt of thanks to the bard’s 400-year-old legacy. We’d liken that to a finely crafted piece of guerrilla marketing that you don’t really notice until you’re surrounded by it — and fallen for its charm.

Another way creative ad campaigns remain memorable and effective is through the use of perspective. Like Absolut Vodka, which has explored conventional subject matters with a fresh new visual perspective that relies on the shape of the bottle. That has been the crux of their long-running creative campaign and it’s touched a chord to the extent that many artists have used that creative campaign and the Absolut bottle as a starting point for their work.

When you think back to all these ideas, you realize that the Godfather trilogy did a couple of things right — showcasing the Italian American community in an ‘absolut’ely new manner, aiming for authenticity and relevance like the Amul Girl, and of course inspiring the next generation of artists to produce gems like The Sopranos. You definitely can’t learn to create things that age like fine wine without a little help from The Godfather.

Welcome to the SOHCOs

In times of epidemics, these messages are called SOHCOs or Single Over-riding Health Communication Objective (pronounced sock-o). A global mandate by the WHO is that any spokesperson addressing the public on behalf of institutions needs to begin and/or end their message with a SOHCO. That is the primary communication peg for the masses. Just like how during the H1N1 outbreak of 2009, President Obama’s SOHCO was, “Wash your hands when you shake hands. Cover your mouth when you cough. I know it sounds trivial, but it makes a huge difference.” 11 years since not much has changed!

We got curious about the communication guidelines that exist for pandemics/ epidemics, or what has even been used in the past. Through our research, one fact stood out consistently – all such communication is aimed at motivating the masses to take preventive action against the disease, as quickly as possible. It is aimed at inspiring behavior change at scale; so, messaging pegs had to be simple and actionable.

During the Ebola Virus outbreak in Central Africa between 2014-16, WHO released a series of posters highlighting different aspects like symptoms, patient care, and prevention. “You cannot get Ebola by talking to people, walking on the street or shopping in the market. If you are sick, avoid touch or physical contact.” Did it work? Probably, though not entirely. This is true of all epidemics. Because preventive health behaviours are driven by many factors such as our “analysis of perceived costs and benefits of action”, individual factors, emotions, habits, and even social influences.

Yet, leaders have to try

A factor likely to promote immediate positive action, is trust in the person who is the primary messenger. We bank on the credibility we attach to people. Maybe that is why, the Center for Disease Control in the USA recommends that healthcare experts, and not politicians, share public action messages primarily. People may be ambiguous towards politicians. Such a recommendation saved Seattle because Dr. Francis Riedo, an infectious-disease specialist, took the lead in talking about the impact of COVID-19. Whereas New York bore the brunt of ambiguous decisions by Mayor Bill de Blasio, of not asking people to stay at home and keeping bars open. Seattle is where the outbreak started in the USA. New York is the country’s largest hotspot.

Getting millions of people to agree to a single call to action is tough. The fact that our lives are at stake isn’t enough. How do leaders go about it then? Dr. Jeff Duchin, the top public-health physician for Seattle, asked the right question in this context, when he contemplated the next best steps for the city’s residents. He knew that asking people to distance socially right off the bat would see massive resistance. So, he wondered, “What can we say today so that people will be ready to hear what we need to say tomorrow?” He started with sharing information – that they didn’t know much about coronavirus but knew that it was fatal, and washing hands and not touching the face will help. He also asked public gatherings to be restricted. Step by step, over 2-3 weeks, the city moved to social distancing and a complete lockdown.

The implication – give people just enough so they can understand and digest it. Scaffolded information. Behavior shaped one step at a time. How would you have received news of a 40-day lockdown if Prime Minister Modi had announced it on day one? That’s why we had one day on ‘Junta Curfew’. Once that was over, we got a day’s break, and moved to a 21-day lockdown, which then got extended. And now that it’s extended again beyond May 3^rd, you might be okay with it, because you know what’s at stake. Think of your journey from day 1 to 41. How much information did you need at each stage, and what have been the key messages that shaped your behavior?

Look around your social media feeds. People are turning to various forms of expression, creation, and humor, to tide through this lockdown. This list of memes here is testament to our appreciating wit. And more people are joining this group.

Why? “Using humor is just how people cope in grim circumstances, and it’s a healthy response,” says psychologist April Foreman. “Human beings are wired to cope, and we’re wired to be funny — even darkly humorous.” Offering more insight, Amanda Jacobsmeyer, a publicist in Harlem (NY) says, “It’s a little bit of a reprieve from having to feel constantly scared or anxious or worried about other people. It doesn’t remove those feelings. It just distracts me from them for a minute, which is nice.” Over time, dark humor has come to the aid of humans across situations – climate crisis, death, 9/11 attack.

It gets better. Humor is not a standalone skill. It is known to spur creativity. In an MIT study, two groups of participants (designers and improv comedians) were asked to brainstorm ideas. Improv artists generated 20% more ideas and 25% more creative ideas than the designers. Undeniable impact.

People around the world are using this combination to their benefit. Given the restrained situation we are in right now – limited resources, lockdown – the conditions for being creative are riper than ever. As author Ben Orlin notes, “Creativity is what happens when a mind encounters an obstacle. It’s the human process of finding a way through, over, around, or beneath. No obstacle, no creativity.” No wonder the Kerala Police have found unique ways to spread awareness about Coronavirus. Check out this video they made, called ‘Break the Chain’. There is even a dance video demonstrating effective handwashing. Easier to get people’s attention through them, than through just plain announcements, right?

Many brands are taking to humor and creativity, to convey the gravity of the pandemic. McDonald’s and Audi have modified their logos to spread awareness about social distancing. Burger King has changed its tagline from ‘Home of the Whopper’ to ‘Stay Home of the Whopper’.

The constraints we are experiencing now might continue or even get stronger in the next few weeks. We have to find novel ways of doing things, be it using our time, entertaining toddlers, rationing resources, or just connecting with people. How would you like to use your humor and creativity now?

Here’s what one of us created during the lockdown.

Fascinating, right? We wanted to look at some words that were popularized by the masses in 2019 and made their way to dictionaries. And what a joy it was to choose the best ones to share. Have a look at the lingo that you’ve helped establish:

• JOMO. You must have heard of its cousin, FOMO – the Fear Of Missing Out. JOMO or Joy Of Missing Out speaks to how much someone enjoys not being part of an event or situation. Nothing to miss out on. Just pure pleasure in taking a break and savoring your solo time. Wondering if you’ve experienced JOMO? When you work from home and skip the traffic. Or when you choose to go on a vacation of your choice, instead of tagging along with friends. JOMO sets you free from social pressures or trends and prompts you to make choices for your happiness. Ready to take that social media break?
• Buzzy. This actually has nothing to do with getting drunk or high. Though that was the origin of the word ‘buzzed’ in 1935. Over time the word evolved, and as we embraced the cell phone era, we started giving each other a buzz – a call. But, buzzy, in 2019, refers to creating a buzz, by sparking off debates, generating interest, and getting people’s attention. Something like going viral. Meghan Markle and Prince Harry stepping away from their royal duties is buzzy right now.
• Colorism. Your guesses about colorism are right – it refers to discrimination on the basis of skin color and finds its roots in the era of slavery. New York Times author Brent Staples used it in 1940, in an attempt to describe the racism he was witnessing in USA. And 70 years later, while we hope that the phenomenon doesn’t exist, preferential treatment based on skin color is real. Presidents are perpetuating it. Jobs are denied on the basis of it. The film industry lacks color. Such awareness pushed the word into the dictionary. But don’t confuse it with the term ‘colorist’. That refers to the profession of coloring people’s hair!
• Sesh. Have you had a hangout sesh with your friends yet? Or were you immersed in a solo ideation sesh for your project? In all this, it would be healthy for you to have a sesh with your therapist. No points for guessing that sesh is a savvy word for session. But millennials can’t take credit for it. The World War II soldiers uttered it first, and then it lost momentum until we felt the need to abbreviate an already short word. And voila. We can have many a sesh without losing much time naming it.

Some other ones that caught our attention, are ‘dad joke’, ‘welp’, and ‘vacay’. Which are the ones you remember hearing? Or is there any word you came up with? Tell us, and we will put a spotlight on it.

Makes sense, right? Then why do we miss out on the impact of a frame, when it comes to our words?

In the book Tom Sawyer by Mark Twain, the character Tom was often teased by his friends because he had to do chores like painting fences, while the rest of them played – a sad situation for a young boy. But, one day, Tom’s retort was, “It’s not every day a boy gets a chance to whitewash a fence.” Soon his friends were paying him to be able to take turns and paint that fence. They wanted in on the privilege of a task that initially seemed humiliating to them. All because Tom shifted the frame. He changed the lens through which his task was viewed – from a chore to an honor! See what we mean?

What is a frame then? It is the perspective or the emotional experience of a situation. For instance, a difficult task can be viewed as a learning opportunity. Framing a conversation is all about drawing maximum value from it. Which means, different people will relate to it differently because of the emotions a perspective evokes. Thus, reframing, like Tom did, is a powerful tool for persuading people to get on board with a given viewpoint.

How so? Take the hot button issue of same-sex marriage in America. Stanford researcher Robb Willer states that the different political positions can achieve common ground on this topic if the issue is framed for them in a way that speaks to their values. He found that conservatives are persuaded by a patriotism-based argument that same-sex couples are proud Americans who contribute to their economy. They were significantly less persuaded by the idea of legalized same-sex marriage for the pursuit of fairness and equality. That’s a stance more in sync with the liberals’ values. Same issue, different frames, unique responses.

If you reflect on the examples we’ve shared, you’ll notice that the power of a frame lies in its subconscious appeal. We are unaware of its effects. The frames we subscribe to might seem rational. But, they are actually mental shortcuts that preempt us to behave in specific ways, and these shortcuts are deeply embedded in morals, emotions, imagery, and past experiences. This has been tested.

In a study, participants were presented with brief passages about crime in a hypothetical city named Addison. For half of them, a few words were altered so the passage said that crime was a “beast preying” on Addison. For the other half, crime was described as a “virus infecting” the city. This reframe of words influenced people’s beliefs about the crime significantly. Those exposed to the “beast” metaphor believed that crime should be dealt with by using punitive measures, whereas those exposed to the “virus” supported reformative measures. Why do you think this happened?

If you’re wondering what this means for you, remember that when we try to convince people about our beliefs, we mostly speak from our frame. Pause for a second and think about the other person’s frame. Speak to what they care for. Get behind their perspective, and voila! You’ll have an ally.

Photo by pine watt on Unsplash

We hear this phrase often in the context of relationships. Makes sense. But, we’ve experienced it otherwise. Projects that last years. Three, maybe even five. And not because these projects are dragging. They are just meant to be long-term ones, which have called on all of our skills to keep them thriving. It is a form of commitment we have journeyed through. So, at a milestone date for one of the projects we are committed to, we stepped back to take a clear look at the creative process we experienced.

Here’s how the marathon has been, in three simple steps.

1. It wasn’t clear skies and sunshine on all days. While a long-term project brings much security in terms of dedicated work, creative challenges, and financial stability, it also brings with it the same tango a relationship has. Days of feeling stuck with the topic at hand. Many moments of just being ready to drop it all. A level of feeling uninspired, with a dose of unwillingness to make an effort. You get the picture, right? Motivation is fickle.What did we do on these days of low motivation? We’ll quote J.K. Rowling, author of Harry Potter, “The harshest critic is often inside your own head. These days I can usually calm that particular critic down by feeding her a biscuit and giving her a break, although in the early days I sometimes had to take a week off before she’d take a more kindly view of the work in progress.”

2. And in all this, we would have moments of clarity. The clouds would part, and we’d stumble on an idea that would carry us for a few weeks. The muse would show up. We would feel enlightened with witty one-line headings, or fresh words that would offer a new lease of life to the technical language of data-driven businesses. We could let go of ‘agile’, ‘digital transformation’, and even ‘data-centric’.Initially, we thought such moments were fleeting. And we had no control over it. But we were wrong. This inspiration had more to do with the act of showing up every day to figure out the writing process, than to be ready with the perfect blog pitch or video script, which wouldn’t need any edits.
   Says Steven Pressfield in his book ‘The War of Art’, “Henry Fonda (of ‘12 Angry Men’ fame) was still throwing up before each stage performance, even when he was seventy-five. In other words, fear doesn’t go away. The warrior and the artist live by the same code of necessity, which dictates that the battle must be fought anew every day.”

3. How did we fight the battle each day? Owing to the years of experience under our belt, we’ve realized that on some days we are allowed to write the worst junk ever written. We may not send it to our clients, but the endless drafts being sent back and forth between our writers is a testament to this permission we gave ourselves. Only with this approach of writing have we found what we actually want to say.It is a bit like learning meditation. The mind runs with thoughts, and we keep bringing it back to the breath. We keep bringing it back to the breath. Of course, in all this, lies relentless reading, and ruthless feedback.

And voila, a project hits the 4-year mark, we come back to a blank page and present this process to you.

Photo by Michał Parzuchowski on Unsplash

Given the surge in the self-help trend, the idea of self-talk has manifested in some popular ways – the use of affirmations to motivate ourselves or looking at our mirror reflections to give ourselves a pep talk. But is it just a trend? Not really.

The connection between our mindset and our action has been explored since 1911. Dr. Henry Head and Dr. Gordon Morgan Holmes published a series of papers about this. They observed women who wore hats in vogue (the big hats with feathers on top), and noticed that when they walked through doors, they ducked — even when not wearing the hat. The mental image they had of themselves was different from the actual physical image, but the former prompted their behavior. Fascinating right? The same was found to be true for women who considered themselves obese – they would try to squeeze through doorways or walk sideways, even when there was ample space for them to just walk through straight. What do you think the women were telling themselves?

Looking at the above studies, you may think self-talk is more than just a confidence booster then. And you’re right. It actually has the ability to shape our perceptions. It is an internal remodeling, or what has come to be known as neuroplasticity – the ability of our brain to rewire its neural connections. By communicating with ourselves in constructive ways and reframing the long-standing negative or non-realistic ideas/ messages, we can pretty much reshape our identities or outlook.

Wondering how? Let’s explore:

1. Meditating to change the mental narrative. How you use your mind, changes your brain for the better or the worse – this is the key foundation of self-talk when it comes to neuroplasticity. The brain is constantly wiring itself, but it tends to hold on to negative experiences which in turn shape the negative or critical talk we have with our self. But, we can change it. A tool – meditation.
   Research suggests that meditation alters the structure and function of the brain. Tibetan Monks show powerful gamma activity, unlike anything researchers, had ever seen. Of course, we don’t have to meditate like monks. But being still and watching your breath for 5 mins every day can show exponential results in 8 weeks. Try it.
2. Talking to yourself in the third person. When LeBron James talked about his decision to leave Cleveland for the Miami Heat back in 2010, James created distance from himself in his use of language. “I wanted to do what was best for LeBron James,” the star athlete said, “and what LeBron James was going to do to make him happy.” Why did he do this? Studies show that this helps create emotional distance from anxiety, and allows room for observation, thus reducing stress. So, if you find yourself distressed, write out your thoughts in the third person or say it out loud.
3. Reframing to the positive. Using affirmations – positive statements framed in the present tense – goes a long way in changing old patterns of negative self-communication. Example: if you want to feel celebrated at work but don’t believe you have what it takes, try “I am appreciated and recognized at my office for the hard work and initiative I have shown in building a successful team.”

How do they help? Says Dr. Christopher Cascio, “Affirmation takes advantage of our brain’s reward circuits. Many studies have shown that these circuits can do things like dampen pain and help us maintain balance in the face of threats.” It acts as an emotional buffer to any painful, negative, or threatening experience/ thought. So, consider thoughts that are difficult for you, and reframe them into the positive.

How we communicate with our self reflects in how we interact with others. This, in turn, influences how others view/ experience us. Quite the feedback loop, right? How about we nip the potential interpersonal challenges in the bud. What would you do to change your self-talk?

Photo by Vignesh Moorthy on Unsplash

When you read this, what comes to your mind? For most of us, it is the Aesop Fable of ‘The Hare and the Tortoise’ who were in a race together, where the hare, over-confident about his speed, under-estimated the tortoise’s persistence and took a nap half-way through the race. As he slept, the tortoise calmly kept walking and overtook the hare. By the time the latter realized what had happened, the tortoise had covered enough ground to win. And thus, we are taught about focus, persistence, and not underestimating the competition.

Would this message stick otherwise? Maybe not. It would be boring. However, the story makes it vivid, and we are likely to share it for generations to come. Messages delivered as stories can be up to 22 times more memorable than just facts.

Why are stories so impactful? They evoke emotions. Think back to the hare and the tortoise:

• Were you rooting for either of them?
• Did you feel annoyed by the hare’s arrogance or irritated with his need to nap?
• Or, did you think ‘oh, well-deserved’, when the tortoise won?

If you said ‘yes’ to any of the above, it confirms that stories enable us to feel. Master story teller Margot Leitman says, “It’s really not what transpired that makes a good story; it’s about how you felt about what transpired.” Emphasizing this, researcher Dan Johnson found that reading fiction significantly increased empathy towards others, by releasing the neurochemical oxytocin. The more absorbed in the story the readers were, the more empathetic they behaved in real life. It’s because they got to peek into the conscience, the thoughts, values, and beliefs of the characters, who were representations of real people!

This emotional content also heightens our learning. In fact, deep learning might not be possible without confusion, agitation, or delight. They motivate people to examine something deeply. And then feel successful at mastering it or upset at stumbling. More emotions, more stickiness.

How can you use stories then? There is a Pandora’s Box of possibilities. It’s worthy to note that stories create a mirroring effect in our brains. Princeton researcher Uri Hasson’s brain scans show that stories light up parts of our brain that facts don’t – motor cortex when we hear about movement, the sensory cortex when someone tells us about smells and textures. If the teller has activity in their insula, an emotional brain region, the listeners did too. If the speaker’s frontal cortex lit up, the listeners’ did too. Through stories, you can plant ideas, thoughts, and emotions in the listeners’ brains.

Let’s test this out: Watch this 10-second movie created by Director Kiran Rao.

What do these 10 seconds do for you? If we guess it right, they trigger a chain of thoughts about equality, sensitivity, and family dynamics. You get to see what the little boy values. You are probably reminded of similar experiences. Maybe you feel like drinking milk, calling your sibling, or opening an album of childhood photos. All this, in 10 seconds. So, what is the story you want to tell and make it stick?

Photo by Frank Okay on Unsplash

These words were written by poet Jalal Ad-Din Rumi, eight centuries ago. He was a mystic, who wrote in Persian, mixed with traces of Arabic. But, if his works hadn’t been translated into other languages, the world would have been deprived of its beauty and wisdom. The same is true for any text that has touched human life. Maybe that’s why the ‘Happy Birthday’ song has been translated into more than 30 languages. And the carol ‘Silent Night’ is sung in 100 languages. Let that sink in for a minute.

The need to go local with communication may seem obvious – we need to connect with people. But, the impact of it is exponential. When communication is tailored to fit the context, it becomes a part of the cultural lingo. Let’s take Radio Mirchi, for example. Their pan Indian tag line: ‘It’s hot’. But, to gel with local audiences, Mirchi adapted its tagline to regional languages. In Karnataka, they say “Sakkath Hot Maga,” in Maharashtra it is “Tikhat Aahe,” while in Delhi – “Mirchi sunne waale always khush.” Can you imagine how quickly such a small tweak can catch on with people? It becomes the pulse of the city.

And not just words. Going local also means embracing flavors. McDonald’s does this flawlessly. They didn’t just sprout in all corners of the world, by selling a chicken burger with cheese. In the Netherlands, they serve a McKroket (a fried beef croquette on a bun); in Germany, a shrimp with cocktail sauce. The 280 Gr. is an Italy-only burger, with Parmigiano-Reggiano cheese – one for the classy palettes. Indians have the McAloo Tikki, and in keeping with local food preferences, McDonald’s has ditched beef from its menus here.

What are they trying to do? They’re saying that they care for the differences, and want to blend in. So, they choose to love the local and personalize offerings. And the local loves them back! McDonald’s gets 320 million customers per year in India. As Edward Dixon, CEO Sannam S4 says, “Whether you love or hate McDonald’s, they deliver a formula very well. Localized menu delivered with quality, at a price that works.”

This dance of the global and the local is now a key customer experience (CX) indicator. It is a process of drawing consumers into the space of your business. Be it through language, flavor, textiles, or even emotion, no matter where you geographically are. Because, when done effectively, it can increase your customer base by 400%. At the heart of such localization lies storytelling. Tourism companies pretty much piggyback on this strategy.

A stellar example: Incredible India’s ‘Awesome Assam’ ad. You might instantly think of tea, Kaziranga, and lush green hills when you think of this State. For tourists the world over, that might be reason enough to pay a visit. But Assam Tourism wants to create an indelible experience. So, this ad underscores an emotional journey through the State. No words, just a feeling. And that sets the tone for what it means to go local in Assam. Watch the ad here, to witness masterful contextualized communication.

And compare it with the ad for Madhya Pradesh, here. Beautiful and authentic, both embody local storytelling.

More than ever before, this world is now a melting pot. Businesses going global, immigration at its highest, people traveling across continents to explore. Given this canvas, going local is then a celebration of diversity, and a sincere attempt to build deeper relationships. How have you experienced it?