How Money Moves in Businesses

The route to money is never straight. That's exactly how businesses work. When you talk of business strategy, networking, Growth, THAT'S Wat it means. Apply it to most success stories and you will be able to visualise & understand.

As received on Watsapp:

'The marketing director of Nescafe manages to arrange a meeting with the Pope at the Vatican.

After receiving the papal blessing, the Nescafe official

whispers, "Your Eminence, I have some business to discuss. We at Nescafe have an offer for you. Nescafe is prepared to donate $100 million to the holy church, if you change the Lord's Prayer from 'Give us this day our daily bread' to 'Give us this day our daily coffee'." 

The Pope looks outraged and thunders, "That is impossible. The Prayer is the word of the Lord and it must not be changed."

"Well," says the Nescafe man somewhat chastened, "We anticipated your reluctance. For this reason, and the importance of the Lord's prayer to all Catholics, we will increase our offer to $300 million. All we require is that you change the Lord's Prayer from 'Give us this day our daily bread' to 'Give us this day our daily coffee'."

Again, even more sternly, the Pope replies, "That, my son, is impossible. For the prayer is the word of the Lord and it must not be changed." 

Finally, the Nescafe director says, "Your Holiness, we at Nescafe respect your adherence to your faith, we realise that tradition is essential to your beliefs, we fully understand the importance of the word of the Lord ... but we do have one final offer.

Please discuss it with your cardinals. We will donate $500 million to the great Catholic church if you would only change the Lord's

Prayer from 'Give us this day our daily bread' to 'Give us this day our daily coffee'. Please, please consider it." And he leaves.

The next day the Pope convenes the College of Cardinals. "There

is some Good news," he announces, "and some bad news... The good news is, he continues to a hushed assembly, 'that the 

Church will get $500 million."

"And what is the bad news, your Holiness?" asks a Cardinal.

"Sadly" says the Pope, "We are losing the Britannia account!"

The Advertising Spin

McDonald's Ad

Often stuck on cliche, we miss appreciating the rewards that come bundled with the challenges. As usual, the US businesses break the norm and set up a new trend of advertising. Their new 'audacious' communication model inches on faith that their customers will hold on to get the complete message. Of course, presently, the giant players like McDonald and Amazon mainly are going courageous on this experiment or we can say that we are primarily noticing them. US companies are customer centric and such ads or initiatives are the ways to assert their trust on their business philosophy, offerings, and customer loyalty. These brands aim to demonstrate that their buyers understand the company's vision and will gather the underlying intent. They go on to show their 'we know our customers' faith that the customers will hold on until the end of the message. This litmus test has far reaching impact on endorsing a brand's strength.  In August and October 2016, Amazon experimented even in the rigid and difficult market like India. Their video insisted that the online marketplace can deliver gifts but happiness only you can deliver by being present on festivals and the occasions that matter. So, order your gifts from Amazon, but do visit the people you love and who love you. As a content strategy & marketing professional, I find this pure stunning and brilliant. This advertising surely adds another impressive dimension to the brand equity case studies.

Often stuck on cliche, we miss appreciating the rewards that come bundled with the challenges. As usual, the US businesses break the norm and set up a new trend of advertising. Their new 'audacious' communication model inches on faith that their customers will hold on to get the complete message. Of course, presently, the giant players like McDonald and Amazon mainly are going courageous on this experiment or we can say that we are primarily noticing them.

US companies are customer centric and such ads or initiatives are the ways to assert their trust on their business philosophy, offerings, and customer loyalty. These brands aim to demonstrate that their buyers understand the company's vision and will gather the underlying intent. They go on to show their 'we know our customers' faith that the customers will hold on until the end of the message. This litmus test has far reaching impact on endorsing a brand's strength. 

In August and October 2016, Amazon experimented even in the rigid and difficult market like India. Their video insisted that the online marketplace can deliver gifts but happiness only you can deliver by being present on festivals and the occasions that matter. So, order your gifts from Amazon, but do visit the people you love and who love you. As a content strategy & marketing professional, I find this pure stunning and brilliant. This advertising surely adds another impressive dimension to the brand equity case studies. 

Media Communication Model - A Skim!

Image Source: disruptive-communications.com

Optimal media planning backed by engaging content are the keys to the digital socializing for profitability. And they 'are' the sustainable trends. Newer platforms are emerging and will continue to surface. Creativity and invention are at an all-time high. So, what we see as trends today may be obsolete tomorrow. But, as long as we know how to communicate, social media strategies will generate a decent ROI. We can simply understand this with my "media communication" model. As per the company's objective, here is the process flow: Identifying: 'who to talk to'----> 'what to talk' ------> 'where to talk' ---------> 'how much to talk'-----> when to talk. As simple as it may sound, the trick is to do it right. Its a thin line and if gone wrong, the possibility of ROI will convert into sunk cost. Understand and remember, the basics of socializing shall stay the same - it will work towards developing a social community. The same fundamental rules of winning over a community apply!