What does Creativity have to do with Rational?

Strangely, a seemingly non-logic based ability, creativity, is a primary part of Rational appeal. Roughly put, Creativity is a strategy ability to cope with situations to create better or new solutions. Creative solutions are those that combine innovative thinking and efficacious application. When Brands display Creativity, they demonstrate an ‘intellectual’ ability to deal with the future better. Audiences don’t just measure Brands on a creative scale from a viewpoint of novelty, entertainment and utility, but from a position of future risk amelioration and protection.

Creativity, the third operator of the rational base of Brand Appeal demonstrates a Brand’s high adaptability and sensitivity to the environment it exists in. It also gives the Brand the imagery of a pioneer, one willing to take risks and go into unchartered territories, making it an attractive proposition.

Creativity places the Brand high on the social ladder too and this position of social leadership relegates its competition to the role of an automatic thought follower. A Brand’s Creativity shows a new way of thinking, giving it a unique appeal that audiences prefer to associate with. A creative Brand not only enhances its own value but brings value to society as a whole, helping breed a creative-culture in society, a necessary ingredient in social survival and growth. 

My favorite communication quotes

My favorite comms quotes that I have also used in my forthcoming book Decoding Communication. 

“Everything becomes a little different

as soon as it is spoken out loud.”

                                             - Hermann Hesse

“Trust is learned over time, like a well-trained athlete, one makes the right moves without much reflection.”

- Robert C. Solomon

“It is only to the individual that a soul is given.

- Albert Einstein

“Attraction and repulsion are

necessary to human existence.”

- William Blake

“What we think, we become.”

- Gautama Buddha

“Knowledge, like fire, must first be

kindled by some external agent,

and will afterwards propagate itself.”

- Samuel Johnson

“Build trust.

The rest will take care of itself.”

- Anonymous

“We are all caught

in this inescapable net of humanity.”

-           Martin Luther King

“The final mystery is oneself.”

- Oscar Wilde

“Jos viestintä voi epäonnistua, niin se epäonnistuu.”

("If Communication can fail, it will.")

            - Wiio’s first law [Original in Finnish]

“Good communication is

as stimulating as black coffee,

and just as hard to sleep after.”

- Anne Morrow Lindbergh

“We never are

definitely right, we can only be sure we are wrong.”

- Richard Fenyman

A collection of all reviews

Reviews from Communication Experts

"Decoding Communication is a valuable contribution to modern marketing communication..."

- John Goodman, President, OGILVY ACTION ASIA PACIFIC & Regional Director, OGILVY & MATHER

~

“Excellent read for students as well as practitioners of communication. Helps provide a conceptual framework to better understand what we do intuitively, and why it works and sometimes doesn’t.”

- Sam Balsara, CHAIRMAN AND MANAGING DIRECTOR, MADISON GROUP

~

"Decoding Communication is a good treatise on the often partially understood process of Communication. I would very much recommend it to students, practitioners and proponents of Advertising and Marketing Communication, on a topic that is more complex than what appears from outside."

- Ashish Bhasin, CHAIRMAN INDIA & CEO SOUTH EAST ASIA, AEGIS MEDIA & DIRECTOR POSTERSCOPE

~

"Decoding Communication scores. A treatise, it studies the foundation of communication, the projection of trust and the need for businesses to tell their stories effectively. It engages and fascinates in equal parts. It succeeds where others have failed."

- Sunil Gautam, FOUNDER, HANMER MSL

~

"Decoding Communication has been a great, absorbing read. It is for anyone looking to get a clear idea about communication  - students and professionals will especially enjoy reading it. This book is a great example of demystifying communication. Simple, straightforward and downright logical."

- Preeti Vyas, CHAIRWOMAN, VYAS GIANNETTI CREATIVE

~

"After two decades in the world of communication, it is evident to me that there is nothing exact in this field. Decoding Communication, however, is a fantastic attempt at demystifying the process of building a great brand. It is a must-read for anyone who wants to understand the process and the discipline of brand building. It provides valuable insights to newbies and also gives fresh perspectives to experts."

- Vinod Nair, MANAGING DIRECTOR, NETWORK ADVERTISING

~

"Decoding Communication is a fascinating book about both the evolution of communication and how it has manifested itself in today’s world."

- Mitch Kent, GLOBAL PR HEAD, HAY GROUP

~

"Decoding Communication is an absorbing treatise on the evolution of communication through the lens of psychology, sociology and anthropology. It shows the importance of  the approach to communication to enhance its effectiveness, so important in an age of instant social-media reactions. A must read for those who see their calling in the communication industry."  

- Deepak Jayaram (Deejay), MANAGING PARTNER, DIALECT (GROUP M)

~

"Decoding Communication is a brilliant effort at understanding almost everything there is to know about communication and communicating. With his incisive questioning and deep-rooted professional practice, Chandramouli takes you through a fascinating journey of when it all began, how it all began, and how to use this to communicate even more effectively. A brilliant read for anyone and a very useful handbook for many."

 - J. S. Mani, FOUNDER AND BRANDSMITH, BRAND MUSIQ (formerly President & Head, DDB Mudra)

Reviews from the Media

"Great effort!  The book reflects painstaking research -  a scientific attempt to decode communication and the various factors that make it work. Chandramouli has also thrown in enough examples, anecdotes and instances that makes it a very interesting read. It's not a book to read once and keep away. It makes a good reference for professionals and starters alike."

- M.G. Arun, BUREAU CHIEF, FINANCIAL EXPRESS

~

“Decoding Communication offers a whole new vocabulary on the concept of communication and related issues. While it is replete with deep insights for anyone who wants to understand the art, the science and the philosophy of communication, it is equally relevant for life lessons. Thought provoking and a ‘must read’".

- Anuradha Das Mathur, FOUNDER & DIRECTOR, 9.9 MEDIA

~

Reviews from Community Leaders

"Decoding Communication uses analysis, humor and compelling storytelling to explain the magic of communication. Rigorously researched, this is an indispensable guide to impact individual and organizational destiny."

- Dr. Frank-Jürgen Richter, FOUNDER AND CHAIRMAN, HORASIS

~

"I have read Decoding Communication with profit and with interest. It combines a theoretical basis for understanding communication with practical insights. It ought to be required reading for anyone in public life.'

- Gourab Banerji, ADDITIONAL SOLICITOR GENERAL OF INDIA

~

Reviews from Business Leaders

"Decoding Communication gives readers an in-depth view into the DNA of communication and how to structure it to make it effective and efficient. It is not only a must read for executives managing communication, marketing, branding and PR, but also a great book for anyone looking to become a stronger influencer and powerful communicator. A great resource for beginners and experts in the field."

- Sanjiv Mehta, CEO, THE EAST INDIA COMPANY

~

“Decoding Communication is essential reading for anyone who wants to understand the subject of Communication in its entirety.  It deconstructs the subject of systematically and with the precision of a surgeon... It is a truly enlightening work.”

- Kaushal Sampat, President & CEO, DUN & BRADSTREET INDIA

~

"Congratulations to Chandramouli on the path-breaking approach in Decoding Communication.  There is no question that it is a brilliant and insightful analysis that draws on Anthropology, Cognition and Intelligence. It seeks to reflect the correlation between communication and the truth. It is really for the student of communication as well as for the CEO. Outstanding work!"

- Arjun Balakrishnan, DIRECTOR OPERATIONS, PANASONIC INDIA

~

"Chandramouli has done a masterful job of 'decoding communication'. With a good balance of theory and practice, his book provides a detailed analysis of the historical, scientific and cultural questions at the foundation of communication theories and practice. Will prove to be essential text for communication professionals as well as students, and all those interested in the art of communication".

- Murugavel Janakiraman, CHAIRMAN, CONSIM GROUP

  (Bharatmatrimony.com, IndiaProperty.com, Clickjobs.com)

~

"Decoding Communication is a landmark book by Chandramouli, a leader in the field of business communication. It is seminal, timely and path-breaking. This book is a must read for every practitioner in the field of communication."

- Rakesh Kaul, President, SPHEREONOMICS

~

“In the dynamic business environment of today where perception is often mistaken for reality, Decoding Communication is a ready-reckoner for the corporate chieftain to remain honest to the latter. Peers, clients, practitioners and students who read this will not only learn about communication and brand building, but also about themselves. A Must Read”.

- Probir Roy, CO-FOUNDER, PAYMATE, BEST DAAM & CORUSCANT TEC

~

"I believe Decoding Communication will be sought by both practitioners (in organizations) and students (in academia) alike. It is very comprehensive and covers all bases."

- Raj Kalady, MANAGING DIRECTOR INDIA, PMI

~

"For someone who has been actively coaching over the last decade I found Decoding Communication comprehensive and with practical insights for all. Every reader will benefit from what Chandramouli has written and be able to easily apply it in business and personal life. A must read and possess."

 - Dr. Ajai Singh, MASTER LEADERSHIP COACH

~

The Holy Trinity of Persuasion

Laying down the principles of persuasion, Aristotle writes in Rhetoric, "Persuasion is achieved by the speaker's personal character when the speech is so spoken as to make us think him credible. Secondly, persuasion may come through the hearers, when the speech stirs their emotions. Thirdly, persuasion is effected through the speech itself when we have proved a truth or an apparent truth by means of the persuasive arguments."

Understanding, knowing and practicing these three principles, namely Ethos, Pathos and Logos, helps to lay the foundation in the study of positive persuasion.

Ethos

Ethos, related to the English word ethics, relates to the moral stance and personal character of the messenger. When communicating, the spokesperson’s ethical stance is the first aspect that gets transmitted to the audience. The perceived moral stance of the messenger is the vital test that allows a message to be accepted (or not) by the audience.

The intrinsic ‘believability’ of the messenger leads to the conviction that which is said, 'is true, and will be done'. Spokesperson ethics are valuable inputs in decisions taken by audiences and transgressions are taken very seriously. In Communication, the spokesperson’s character must be prominent to all strategies of persuasion.

Ethics and Communication are inseparably intertwined. Professions that have power over masses have the ability to sway and control the perceptions of millions by directly engaging with just a few. Communication plays the role of a guide for leaders, preparing organizations and communicators for public scrutiny as an 'ethical trigger' for self-governance.  This duty of self-monitoring becomes even more prominent since outcomes get radically influenced depending on the ethical stand taken.

Pathos

The appeal of pathos, or emotions, is sequentially next when persuading audiences. Emotional responses result from deep 'internal' forces and have strong subliminal influence on audiences. Pathos is related to sympathy and empathy, and the use of emotions helps make audiences more receptive to the communication because the use of emotion is unquestionably persuasive.

The response to primary emotions, (and their derivatives) like love, joy, surprise, anger, sadness and fear, is often seen as beyond-our-control.  It implies that our reaction to them is involuntary, subliminal and therefore, uncontrollable. It is this reaction that the communicator seeks in evoking Pathos.

Caution is necessary in the use of emotions due to the deep residual impact it can have. For example, if fear were used as a primary emotion to generate audience responses, the response will generate the after-effects of fear and this could give rise to acute reactions like stress, aggression, anger, and defense as a natural mechanism. These negative reactions could set off undesirable and unmanageable responses in the audience.

Logos

Logos - the appeal of the intellect - generally means logical or academic argument. This third pillar of persuasion is proof, or apparent proof, provided by persuasive arguments and always gives direct and clear answers. This is the rational side of convincing – one that appeals to audiences on the basis of their sense of reality. Logic depends on reasoning which itself rests on truth and perception of truth.

Often the line between fantasy and what is real gets blurred in communication, and what sounds right often becomes more important than what is right. It is, therefore, the communicator’s role to test and retest every message, and each one ought to be corroborated based on facts before presenting to the audience.

          Using logic alone can be harsh and even unjust at times. While they may be able to convey the 
         content, facts frequently do not convey the spirit of the discussion. Cold logic needs to be mixed 

         with the warmth of emotions and the balance of ethics to  suit human relations.

Every persuasive communication rests on the delicate equilibrium of the three pillars of Ethics, Emotion and Rational. When and how to use each of these comes with knowledge about these three principles and a sensitive consciousness of the audience. 

(extracts from the forthcoming book 'Decoding Communication')

Public Relations in a digital era (video of keynote address)

Video of the keynote speech delivered at the Digital Summit in Kolkata. (June 2012).

Public Relations in the digital era.

Summary of Chapters of Decoding Communication

Decoding Communication

The book 'Decoding Communication' is expected to be launched in the first/second week of July 2012 and will be available in all major online stores and book stores across India. 

DECODING COMMUNICATION 

(summary of chapters)

SECTION 1 - COMMUNICATION FUNDAMENTALS

Chapter 1

A Brief History of Communication

Basic communication has evolved to give humans the advantage of language. Did sophisticated communication develop by accident? Why are we able to communicate better than other species? What are the key principles that underlie modern communication?

Chapter 2

Life's Script: Trust

Trust is indispensable and is the basis of all our relationships. What makes trust so important? How does it develop? What are the characteristics of trust? Can all human behavior be explained on the basis of trust?

Chapter 3

Understanding Brands

Brands are living ideas. They grow by transmission, from one person's mind to the next. What makes brands so interwoven with everything else in life? What is the true nature of a brand? How can we create and recognize great brands?

SECTION 2 - MODELS IN COMMUNICATION

Chapter 4

Brand Appeal Model

All brands have in-built appeal, a magnetic force that attracts others. What is Brand Appeal made up of? Can brands enhance their attractive force? What role does communication play in appeal?

Chapter 5

Perception Model

Perception creates many truths in communication. How does our thinking influence the truth? What is the language of thought? Can we impact the force of influence?

Chapter 6

Propaganda Model

Propaganda has the power to sway audiences. Is it right or wrong? Why it is necessary to understand propaganda? What are the methods of propaganda and why are they so effective?

Chapter 7

Trust Model

Trust is the degree of believability of anything. What are the benefits of measuring Trust? What is the Trust Paradox? What are the ingredients of Trust? How can a brand acquire Trust?

SECTION 3 - FUTURE OF COMMUNICATION

Chapter 8

Increasing Business Predictability

Organizations exist only to communicate their vision. How does such an approach help build flexibility in business? How does it create Organizational Resilience? What is the Organizational Maturity Model?

Chapter 9

Liberating Organizations

Public Relations liberates organizations and helps them reach greatness. What role do Popularity and Reputation play in making a company great? What are the traits that good public relations programs display?

Chapter 10

Sustainable communication

We are perpetually surrounded by high decibels of brand communication. Does it really work? How can an organization communicate better? What is sustainable communication?

Chapter 11

Leadership Strategy

The most difficult task in the communication age is leadership. What are the pillars of leadership in this era? What rules must leaders follow in such times? What is the 4 Cs of Leadership Strategy?

Public Relations in the digital age - (keynote address at Engage - The Digital Summit), Kolkata

Today was a day among digital stalwarts. Mr. Jawahar Sircar, Chairman, Prasar Bharati declared the summit open and spoke about the legacy of the organization that he recently took over - AIR, the government's FM channel, and Doordarshan - the free-to-air channel that still covers 40% cable homes in India. Anurag Batra, Chairman, exchange4media, was the first keynote who spoke about the growth of digital with inimitable panache, followed by Mahesh Murthy, CEO, Pinstorm, who showed how necessary it is to listen to  digital conversation and how to make sense of it. Vikramaditya Sinha, Director, Online, The Nielson Company was next and Narendra Nag and Geetanjali of Naked Communications followed after. There are several other greats I missed listening to, but just the first half of the day made my trip to Kolkata well worth it. (for a list of all the speakers and other details see http://www.engagedigitalsummit.com/speakers.php?page=speakers)


A gist of my keynote on the topic of 'PR in the digital age' is given here:

"Several speakers before me today have told us about the importance and nuances of the digital medium. My talk connects the institution that is the platform for today's event, PRSI, and the topic of the event, Digital Summit, and shows the intimate connection between digital medium and Public Relations. 


We know how the digital age is defined by an extremely high degree of interconnectedness, instantaneous communications, and its inherent capacity explosion or implosion capacity - the ability for things on the internet to significantly propel or impede any idea, organization, person or brand. 


Some inventions are life-changing - implying that life changes as a consequence of these inventions. The steam-engine, printing press are examples of such inventions and the Internet is one such. Our lives have changed forever. 


Due to the Internet, every person has an opportunity to be a part of a world changing idea. Each person can influence any other connected person, pushing their ideas and thoughts into people they have never met or even known. The small can kill the gargantuan and the new can hit at the belly of the established. We live in an world in which everyone has information access and its arbitrage alone can no longer be an advantage. Its how we process and use this information that is the key. 


Let us see if you can identify this  definition, and I'll ask you to tell me what it defines after you listen to it:
'It brings our complex, pluralistic society to reach decisions and it helps us function more effectively, contributing to mutual understanding and sharing. It brings private and public into harmony'


What do you think this defines? 


It sounds extremely close to social media, it almost sounds like it can also be used for defining the internet system as a whole. But, this is actually a definition for Public Relations!


Surprised? Well - Public Relations has always been about having 'important others' to project your point of view. Almost exactly what we are all attempting digitally. So, if you see, the advent of the internet has not dramatically changed what PR practitioners have been doing for decades - the digital era is just an extended way of life for Public Relations professionals. 


If we finally cut all the clutter, PR typically attempts to build two things, Reputation and Popularity. While the definition of Reputation has been attempted by previous speakers and its importance is understood in by digital professionals, Popularity is an extremely aspect common to PR and digital world as well. Let me define this first. 


Popularity can be loosely defined as the degree of 'likability' by a significant many. Does this remind you of a button that you click often? 


Reputation also is very important, but I would define it differently from the way other speakers have sought to. This all important indicator of social-worth, is the transmitted belief about attitudes of respect of something. Transmission being the operative word in the sentence. 


Media scrutiny is something all PR professionals are used to. All messages, stories have to be whetted by the media so that it is in line with the needs of the readers. Something like a moderated internet. All they need to do now, is cater to the needs of this reader/viewer audience directly. Digital just got PR  a little tighter, that's all. 


I now outline 6 steps that will help any organization to make their PR effective. But apart from this, it will also make them more suitable for the digital era automatically. Lets see what these important points are: 


1. Self awareness: Several of the audience has asked previous speakers, 'Must we tell it as it is?'. Well, I answer it a little differently. First you must know yourself. Its like the answer to the ubiquitous question, 'Who am I?' And once you know yourself, be yourself. It will help build organizational self confidence, and resultant self-respect.  


2. Principled approach & Transparency: This implies that the brand or organization act according to the self-awareness. If I were to ask you the owners of the brand Maggi, you may say Nestle. But it is you, as the users of the product, the consumers, the influencers, the brand participants who are the true owners of the brand. If the custodians of the brand (legal owners of the brand) act such that all action is such that it benefits these 'real owners', such action will be in line with this rule. It leads to self-regulation and greater belief in the brand. 


3. Criticism - self and from others: Public Relations and also the brands digital foray require one to be self-critical. This is a self-improvement method that allows continuous betterment. The other part, the ability to take external criticism builds resilience from others. After all, we must believe and know that there will always be the 'other point of view'. Once the brand has the ability to take criticism, society considers it to be dependable, and gives it more 'likability' and 'transmission'. 


4. Organizational humility: Humility is the sign of greatness. When it comes to the unfettered field of brands, it becomes even more important. It is shown by an absence of vanity, lack of selfish interests. When brands become all embracing and understand the 'law of unintended consequences' they become more humble. The unintended consequences is of two types. First, when the brand knows that what it achieves is not just a consequence of its own actions; and many others, even those unknown to it, affect in unintended ways. Second, it must  also know that the brand has the ability to affect similar others in unintended but positive ways. It must act with this belief, and when it does, it is on a path to greatness. 


5. Commitment: Showing commitment is the showing the will that makes winners. It is evident in sportsmen, where years of training is required to participate in one event, the result of which is totally indeterminate. That is commitment. It is infectious and spreads in society like a positive contagion. The world loves anything with commitment, and society tries to emulate anything with commitment. 


6. Sensitivity: This answers the question 'how must one act' in Public Relations and in the digital world. It must be with a deep and genuine caring for all the 'true owners' of the brand. The world of unintended audience must be embraced. 


Employ these 6 factors in what you do in the digital world, as they are only extensions of what the PR world has perfected over decades. 


  

Book Review: Sanjiv Mehta, CEO, The East India Company

Sanjiv Mehta
CEO, The East India Company

"Decoding Communications gives readers  an in-depth view into the DNA of communication and how to structure it to make it effective and efficient.

Chandramouli's years of experience in this field shines through, as it applies psychology to the field of communications, to dissect the various powers at work. By bringing in the social perspective, the author allows the reader to really get far beyond communication techniques to understand the art of persuation and influence.

It is a must read for executives managing communication, marketing, branding, PR, but also a great book for anyone looking to become a stronger influencer and powerful communicator. A great resource for beginners and experts in the field."

About The East India Company: See http://articles.timesofindia.indiatimes.com/2010-08-16/india/28311109_1_brand-new-avatar-sanjiv-mehta