I saw this making its rounds on various social media timelines – and I thought it was pretty much spot-on.
Although, I would also use “data” and “information” almost interchangeably with knowledge as well. Besides “experience”, I think the image on the right can also represent “wisdom”, “analysis” and/or “insight”… you get my drift.
My point is this: there is more than enough data/knowledge readily available at one’s fingertips today. For the ordinary person, between your favorite search engine and Wikipedia, there’s more than enough knowledge to inundate you for a lifetime. From there, the scale just grows exponentially to incorporate all sorts of data/knowledge/information.
It’s what you do with that data/knowledge on the other hand is where the real money is.
Hence trends like Big Data (aside: I like this easy definition of Big Data, i.e. “The Three V’s of Big Data: Volume, Variety and Velocity”), social media tracking, and the like.
I thought this was interesting. In the blog post by Branding Strategy Insider, which I mentioned in my previous post, I read this:
We often are asked if we have extensive experience in category XYZ. Sometimes the same people also want us not to have worked with one of their competitors recently. Other than the pharmaceutical industry, I have found that brand work does not vary much across branded entities, from consumer packaged goods, B2B, healthcare and professional services companies to universities, museums, municipalities and start-ups. While there are some differences, deep knowledge of a specific industry or product category is generally far less important than specific brand consulting knowledge and experience.
What do you think? Do you agree?
I really like what Ed Byrne has to say about this:
This is how to de-commoditise your product! This is how to move your business UP the value chain and stop having to compete on price in an un-differentiated market!
If you want to avoid competing on price, and becoming a commodity, then you need to get customers that will buy your product for reasons other than price. How do you do that? Provide more than everyone else, be different and better. This doesn’t mean you line your products with gold – it just means the experience of dealing with your company is better than dealing with anyone else – and that in the long-term consumers know that buying from you, and sticking with your products, will ultimately be a better purchase and provide higher value than anyone else.
Read the rest of his post here.
You know how I know a packet (bungkus) or plate (panas) of nasi lemak is likely to be good?
It’s when I see the banana leaf.
There’s nothing really rational about it, actually. Perhaps it’s the smell of hot coconut rice mingling with the scent of banana leaf. Maybe it’s the fact that it costs the seller a little bit more for the banana leaf. It might even be due to nostalgic association – back then, nasi lemak was always wrapped in banana leaf. You could even say that the red and white coloured meal just looks more pleasant against a green backdrop.
All I know is that it works.
I – and many others – prefer to buy from a vendor who wraps his or her nasi lemak in banana leaf over one who wraps it in plastic sheets. I’m not even sure if we notice it half the time! Nevermind if both packets are ultimately wrapped in newspapers. Heck, expectations are raised even when nasi lemak is served on a banana leaf in a plate!
Others are catching on, too.
Despite the cheaper costs of plastic sheets – which serve the same purpose – vendors are still turning to the humble banana leaf. Some, as I mentioned earlier, even cut it to fit on a plate so customers will still enjoy some “authenticity” of good ol’ nasi lemak. Others have even made plates in the shape, colour and texture of banana leafs – perhaps to invoke that association to authenticity and, more likely, to quality.
You see, packaging nasi lemak the humble banana leaf – once considered the poor man’s plate (for he could not afford proper cutlery) – has become a somewhat powerful but subtle brand statement. It has become associated with nasi lemak that is more likely to taste authentic… and divine.
Is my product’s packaging doing the same thing?
p.s. You have to be Malaysian to really appreciate the joy that is nasi lemak. It really is my utmost favourite food!