Prasoon Joshi
OK, in the midst of eating my Qdoba burrito today for lunch I am putting down my fork and writing this post.
Because I just discovered I have a brother in India. In fact, all of us here at ID Branding do. Weird. We never knew it.
His name is Prasoon Joshi and he has a ridiculously long and convoluted title, but let’s just call him Executive Chairman McCann India. Close enough.
Here’s the quote that diverted my attention from a rather tasty pork burrito, no beans. He’s responding to a question about the future of the global campaign:
“Consumers are deriving their own meaning from the brand and expressing it freely. In many cases, consumers will co-create a brand – one brand will mean different things to different people. The question then emerges: is there anything in the control of the brand, or that of the market and advertiser? Yes: the core value system. The emphasis should not be so much on creating a global campaign but on the global value system of a brand.”
Yee-ha. I feel like the Stanford marching band while they were waiting their turn to play
The Stanford Marching Band
at a university band showdown on Marina Green in San Francisco back in 1986. Their arch-opposites, the highly-regimented USC Trojan marching band, was performing and started playing a song which, apparently, was also in the Stanford band’s repertory.
The sidelined Stanfordites all gave out a loud hoot, jumped up, grabbed their instruments, and quietly played along with the Trojans while doing some mad synchronized movements like the Temptations on peyote.
Yeah! Nicely done, brother Prasoon. We play that song, too.
- Doug
[Note: can't find the little article online, but he's quoted in the June 15, 2009 print edition on page 4.]
