NEVER NEVER NEVER GIVE UP

THEY NEVER GAVE UP

She was born into a family of jhum cultivators of Manipur. She helped her parents till the fields and looked after her siblings. Brought up in such a modest background, she never imagined that she would one day win a medal for her country at the Olympics. The woman I am talking about is Mary Kom, a true winner who, without any formal training and money, has won six gold medals at World Championships. This year, she made India proud by winning a bronze for the country. While better and more popular athletes crashed out, this woman put up a tough fight and achieved victory. Her story is the story of a woman who never gave up.

< alt="Rajita Chaudhuri" border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJEyVANfjPYZG_nU8-tK9HdfTGRkfP85dwKDFilCKYW3kDl-E7_5pxoZfgcGo7775G9FOdaQSaaSKFWWTf_nKsN9BLBXwF1cpD8ByspvSL_FT_hH3nGnHqHurRYn-ygp7RHv7X4Fyz0m_N/s320/Rajita-Chaudhuri.jpg" title="Rajita Chaudhuri" width="248" />
Prof. Rajita Chaudhuri
Every cartoon this boy submitted was rejected by his high school yearbook staff. Later on, even Walt Disney refused to hire him. Yet, he never gave up. Finally, in 1950, his dream of becoming a professional cartoonist was fulfilled as his comic strip Peanuts was published. It soon became a big hit and Charles Schulz was soon earning $30,000 a year by 1953. The characters of his cartoon strip became virtual heroes and soon they were adorning cards, books, clothes, lunchboxes, et al. Snoopy, one of Schulz’s creations, was such a big hit that he soon became the mascot of NASA in 1969. NASA’s lunar excursion on the Apollo 11 mission was called Snoopy! Ford used the characters from the cartoon strip Peanuts to sell the Falcon. The characters of Peanuts were also used for 15 years to sell the products of Metropolitan Life Insurance Company. A man who faced a lot of rejections and misery, but all the time kept his focus on what he loved, Schulz finally showed the world that ‘quitters never win and winners never quit’.

IT TAKES COURAGE TO STAND UP

In life, things may not go as planned, but great minds have the ability to rise to the occasion and take up the challenge. As Washington Irving once said, “Little minds are tamed and subdued by misfortune, but great minds rise above them.” It’s these people who have achieved true greatness. John Milton lost his eyesight, but it did not deter him from writing Paradise Lost almost 16 years after losing his eyesight. Van Gogh sold only one painting during his lifetime, that too, to one of his sister’s friends for $50. Yet, he never gave up painting and completed 800 paintings without feeling dejected; and all the time totally believing in what he was doing. Persistence pays, and is the deciding factor between winners & losers.

The exhibitions of the ‘Impressionists’ artists were routinely rejected by the Paris Salon. They thought it was not art and refused to acknowledge it. The artists never gave up and continued their work. Today, there is hardly anyone who remembers the name ‘Paris Salon’, but anybody interested in art knows about the ‘Impressionist’ artists. In June 2008, the auction house Christie’s London sold its most expensive painting, that of Impressionist master Claude Monet, for more than 40 million pounds. Never ever in Europe had a painting been sold at an auction for such a price. The ‘Impressionist’ painters never let the judgment of Paris Salon pull them down. They never gave up on what they believed in till the world gave them their due.

He did not speak until he was four years old, and couldn’t read until he was seven. His parents thought he was ‘sub-normal’. He was expelled from school and his teachers described him as “mentally slow, unsociable and adrip forever in foolish dreams.” Those were these ‘foolish dreams’ of his that transformed the world. From opening a whole new world of ‘Quantum Physics’ to answering the question “Why is the sky blue?”, he changed the way people understood the world! Albert Einstein looked at things differently and saw what others could not see. Even the ‘God particle’ would not have been discovered had it not been for Einstein and the support he gave to our own Indian scientist Satyendra Bose.

This boy failed in sixth grade and he was defeated in every office he stood for. But he did not give up till at 62, he became the Prime Minister. His name was Winston Churchill.

These and many more such success stories have one thing in common; the people never succumbed to adversity and never lost focus. They relentlessly pursued their goals and believed in themselves even when the world gave up on them. These people had the courage to fight all odds.

IT TAKES COURAGE TO SIT DOWN

As Winston Churchill once said, “Courage is what it takes to stand up and speak, courage is also what it takes to sit down and listen”. If success comes with listening to your ‘inner voice’ and not letting other’s opinions overpower this voice, it also comes when you have the courage to listen to other people – especially those who don’t agree with you. Success also comes when you have the humility to accept you were wrong and change your course of action. The most difficult words to say are “I am sorry” and ‘I was wrong”. People who have the courage to use these words win in the long run.

< alt="Indian Boxer M. C. Mary Kom" border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_zE4oglZOG9MH-cKLJRjvRalJza0Djx8JeW3GJ-g00qfrvKnIV-7B_mACH88-HYtdtesEGgLqysg743kHMGOk7084k55UnpvOFPlY_zEuFj0YYMvm9rVHvLGcoxikl4_S7laGVWwWXXZa/s320/Indian-boxer-MC-Mary-Kom.jpg" title="M C Mary Kom" width="271" />
Indian Boxer M. C. Mary Kom
In fact, it’s so important to accept your failures that kings of medieval times kept court jesters, who were allowed to comment on the king’s failures; something others dared not to do. But kings realized that it was important to have someone point out their mistakes. Great kings had great jesters. In Persia, the autocratic Shah Naser al-Din had all his courtiers quaking except the jester Karim Shire’i. He would ridicule the whole court, including the Shah. Once, the Shah asked whether there was a shortage of food, and the jester said “Yes, I see that Your Majesty is eating only five times a day!” Be it Tenali Rama, who was the favourite jester of King Krishna Deva Raya or Birbal, who was the favourite of Emperor Akbar; these people made the kings realize their mistakes through their wit and intelligence and the kings rewarded them amply. Everybody makes mistakes, but it takes great strength of character to accept them. Only great leaders have the humility and courage to do so.

John Burroughs once said, “A man can fail many times, but he isn’t a failure until he begins to blame somebody else.” When you blame others, you learn to find an easy way out to justify your mistakes. This takes away the cutting edge from your fight, which is what makes true winners succeed in the long run.

< alt="Noted Painter Vincent Van Gogh" border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhxFupGJ8brsvUHm-MawMh8NL3d5zNudFPbHgkkOX_KrTuO-Ld-8By0pdfOER9hM9Ks5uNzb_EFndMPUCOhe8WTXBidtlqL1GYxMnNEQg1ZHxklCkK1-D9NVfK5Fx29uoHaaZ0USECuMoPl/s320/Noted-painter-Vincent-Van-Gogh.jpg" title="Noted Painter Vincent Van Gogh" width="242" />
Noted Painter Vincent Van Gogh
When I have the courage to blame myself, I learn to take personal responsibility. When I blame myself, I close all escape routes, which helps me to keep a focus on my goals and work harder to achieve them. Richard Branson started Virgin Cola. Failed. He started Virgin Credit Cards. Failed. Yet, he never gave up. He accepted his mistakes and moved on.

There is no success without failure. The truly successful ones are those who have mastered the art of handling failure. They have the courage to accept their mistakes and sit down.

IT TAKES COURAGE TO STAND UP AGAIN

Everybody fails, but you become a ‘failure’ if you refuse to get up after a fall. There is a Japanese proverb that describes success in a simple line: “Fall down seven times, get up eight (times).” The Campbell Soup Co. was one of America’s most successful brands, but by 2002, it had lost its charm. When Douglas Conant was appointed its new CEO, he was not scared to put up a fight and even though sales were declining and new competitors were closing in, he kept the faith. After eight years, he changed this company, which was once labeled as “a beleaguered old brand”, into an ‘extraordinary’ one. Today, the company is once again going strong and is back on its feet because there came a leader who refused to give up.


< alt="Former British PM Winston Churchill" border="0" height="301" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDIWILgAXmn-j6tX4LY1VbApmGRj1eIMQpzA0YNjwtZcEk-WT1OAsu7sxEmXLiPw1N5V_2w0RqMDg0Eapw3zmociGHm7MZLu7dh_zGx60uY5XSgj4_mZYXOdT_mkwTmxDOtLAPetpAPcVZ/s320/former-British-PM-Winston-Churchill.jpg" title="Former British PM Winston Churchill" width="320" />
Former British PM Winston Churchill
Everything that could possibly have gone wrong went wrong with Chrysler, from a federal bailout to bankruptcy to takeover by the Italian automaker Fiat. Yet, the company did not give up and this year, it’s back. In fact, it has reported its first annual profit since 2005.

Edwin Land co-founded the Polaroid Corporation in 1937. By 1960, it became so popular that half of America owned a Polaroid camera at that time. However, when mobile phones with built-in cameras came in, the definition of ‘instant photography’ changed, and the corporation had to stop the manufacturing of its instant cameras. The company was down and out, for it failed to assess the changing needs of the market in time and lost out to new and better technology. However, as the saying goes, “When the going gets tough, the tough get going.” A group of passionate photography lovers are reinventing the Polaroid. They have called it the “Impossible Project”. They feel that there still exists a market for their product. They have a new peg for their instant films. They say that it’s carefully manufactured to develop slowly in the palm of your hand. Maybe this initiative succeeds and Polaroid reinvents itself to suit the demands of the new market, but the fact is that here is a company that refuses to give up. It will not be defeated so easily. That is what success is all about.

The people who succeed are those who don’t take no for an answer.

You too, must not let failures affect you. Believe in yourself, for no one else will till you do so. Have the courage to follow your dreams, but at the same time, have the courage to accept your mistakes and correct them; and at every stage that you fall down, do not forget to get up and once again start working towards your goals. Everyone who has seen success will tell you this, for all success stories have one common thing – they never, never, never gave up!

TALK TO ME

Humans are the most social of all animals. We love to talk and interact with others. It is one activity we crave for and if are deprived of it, we could sometimes lose our sanity too. Well, advertisers are realizing this fact too; i.e., if they do not interact with their consumers, they could lose their market share to those who do so! The latest development in TV ads is helping advertisers do just this. Technology is being used to change ads from being a one-way communication process to two-way. It’s time that companies realized that not many are watching their ads. Think about it. Every time there is an ‘ad break’, we use it for a ‘loo-break’ or a ‘mobile checking break’ or a ‘what’s-on-in-other-channels- break’!!! This is making many big advertisers turn away from TV.

Take a test… try to remember the last few Nike commercials you saw on TV. Chances are that you will not be able to clearly remember them, for the simple reason that Nike is no more big on TV. Nike’s spending on TV and print has dropped by 40% in the last three years, though its total marketing budget has increased and is today at a record high of $2.4 billion. Nike has shifted its focus from expensive celebrity endorsements and has started making more interactive online marketing plans that encourage the user to communicate directly with the company. So those are the products like Nike+ running sensor and the Nike ‘FuelBand’ that are its key areas of focus today. The one division that has doubled its size in the company (from 100 employees to 200 in just 6 months) is Nike Digital Sport. The company spent $800 million on ‘non-traditional’ media in 2010. Rather than spending on the Super Bowl as it had traditionally always done, Nike feels that it makes better sense to focus on its online communities. It is here that most of its consumers spend their time (and not in front of the TV). It is here that it can get 200 million visits everyday, as compared to that one Super Bowl Sunday when 200 million Americans watch the game. It is here that Nike encourages millions of its users to post their workout details and in return gives them fitness tips, helps them share their workouts with friends, et al. This ‘conversation’ helps the company know more about its customers and helps it plan better marketing strategies.

Considering the fact that today, more than 5 million runners log on to Nike to check their performance, Nike has followed the right strategy. It’s not surprising that in spite of Adidas and Reebok merging and becoming one giant organization and in spite of so many new and hot upstarts in tow, Nike remains the world’s largest sports company; for the simple reason that it has stayed connected to its consumers.

As Nike CEO Mark Parker says, “Connecting today is a dialogue.” He actually implies that those days when a good product with good advertising were enough to sell the product are long gone. Today, marketing is all about interacting closely with the consumer, probably just like the old days when its founder Phil Knight started selling shoes out of his car. He convinced each customer, made him his friend and sold him his shoes. Online communities help brands make friends and customize their communications to suit each one’s need. One can say that marketing has come full circle! Glitzy ads will not work, nor will world famous celebrities. What will finally work is your ability to understand the consumer and your ability to engage in a conversation with him.

TALK TO ME: CAMPAIGNS VS. CONVERSATIONS

Everybody is waking up to the fact that passive one way communication will work no more. So Microsoft has gone ahead and made this very passive medium, i.e. the TV ad, into an interactive one. It’s introduced the NUads on its gaming console Xbox 360 Kinect. It’s the new hands-free gaming experience, which requires no controls except your hand gestures, making everybody in the family from the 6-year old to the 60-year old enjoy it. On this platform, it has launched these interactive ads.

The ads that are streamed on the Xbox are different from your regular ads, for they ask you to participate in opinion polls, and even give you the results instantly. They ask you if you want to share the ad on Twitter, and once you say ‘Yes’, it takes just a wave of your hand to post it on your account on the social networking site of your choice. An advertisement for a TV show will ask you if you want to put a reminder on your phone, so that you don’t forget to watch it. Again, a swipe of your hand will send the information of the show timing on your mobile phone and set an alarm to remind you to watch the show. This and various other interactive activities have been built into the ads so that you no more watch them passively, or worse, still walk away while the ad break is on.

Launched last month, among the first few to experiment with this are Toyota, Unilever and Samsung Mobile USA. The ads would be launched later this year, but a sneak peak was available of Toyota’s ads. It decided to take its ‘Reinvent’ TV ad campaign a step further. In the ‘interactive’ version, not only will it show how Toyota has reinvented its cars, but it will also ask viewers what they would like to see reinvented. Viewers can then respond using Kinectpowered voice or gesture controls. It serves a dual purpose. The viewer is kept engaged and Toyota gets valuable feedback. Unilever is using this interactivity for its ‘Lynx’ brand. Its ads show a female cop chasing a robber; but by the end, we realize that she’s chasing a guy with the Lynx deodorant. The tagline reads, “Nothing will be the same again”. Viewers are then asked if the Lynx effect should be given to girls with options being “Yes, of course” and “No way”. It’s a fun way to engage the audience. In fact, the creative possibilities are unlimited. A car ad on the Xbox can now come with an option, “Do you want to know where the nearest dealer outlet is?” A wave of your hand and you can get the address. The car company, in turn, gets data about how many viewers were interested in knowing the location of its dealer outlets, which can help it plan its future strategies.

There was a time when companies talked and customers listened. Today, with these NUads, the customer talks and the company listens.

TALK ABOUT ME

Data is the lifeline of any business, as the CMO of Zipcar will tell you. Under him, Zipcar has grown by leaps and bounds and all he did was to use the data of customers to customize his marketing. He used data like how the car was reserved (online or via an iPhone app), how many hours did they use the hired car, which cars were preferred in which neighborhood, et al. All this data and more was used to plan media buying strategies, advertising themes, et al. The right data is what will help you fight competition, and interactive ads get you that data right from the customer himself.

So not just the Xbox, Microsoft is doing the same with its Skype services. It bought Skype for $8.5 billion last year, and is now finding a way to monetize it using ‘interactive ads’. Using the membership data of customers, it will figure out which services and products you would be interested in and every time you make a voice call, these ads in the form of contests, games, exclusive movie trailers, et al will flash on your screen. The idea being that you will start talking about them with the person you are on the call with and maybe even click on the ads and watch them. How it finally works, time will tell, but one thing is for sure. Advertisers have a whole world of opportunities opened up for them. The game will change, the rules of advertising will change, and the most creative will win.

The one company that has always believed in changing the rules of the game is Apple. Even its marketing strategy is a ‘game changer’. The last time Apple invested heavily in making an expensive ad was its ‘1984’ commercial. After that, it has focused on creating news around its product launches. When Steve Jobs announced that he was unveiling a new product, there used to be a mad scramble to be a part of that event. His carefully crafted words ensured that everybody was talking about his new invention. As a result, people queued up for hours outside its retail outlets to be able to buy the product. Apple could have reduced the rush and sold products online, but that wasn’t newsworthy. There’s no brand that attracts queues outside its stores the way Apple does. Steve Jobs was among the first to understand the power of PR, the power of creating a buzz. These queues got people talking about Apple, increasing the excitement around each of his products (even Samsung, Apple’s arch rival, could not help but talk about these queues in its ads!).

So obsessed are people with Apple that its users believe that it’s the best without even considering the competition, for they say, “If Apple says it’s the best… well, then it is!” This perception was built not with ads, but with conversations between people. Slick PR efforts, over the years, have helped nurture these conversations.

The bottom line is that if people talk about you, then you will survive. ROM, a Romanian candy bar maker, will vouch for that. It realized that American candy bars were stealing its market share, so in one day, it replaced the packaging of all its bars with the American stars-and-stripes. Romanians were furious to see their oldest brand turn American, and there were demonstrations. The company used this to promote itself on TV. It issued a public apology and soon returned to its original packaging. What an interesting marketing stint to get the nation to talk about your product! As expected, the sales of the candy bar skyrocketed after the carefully planned ‘error’.

People need to talk about the product or service for it to succeed. Marketers are going a step further and trying to engage people in a conversation through their advertisements. It’s the new way to catch people’s attention and get them to share details about themselves. The better I know you, the better I can sell to you. The future belongs to the brand that can make consumers talk about it or talk to it.

IT’S ALL ABOUT CREATING THE RIGHT IMAGE

She is a heroine of a different generation and yet this month, so many celebrated her birthday as if she were still with us. She may have gone long ago; yet, she lives on, for her images just don’t seem to fade. In fact, every time an  unseen or unpublished image of hers is discovered, it makes it to the front page of almost all newspapers. The lady is Marilyn Monroe. Images are very powerful, they just live on and some even become iconic. The face of the Cuban revolutionary, Che Guevera, also being one such image. It’s not just a face. It symbolizes rebellion and freedom,  feelings that the youth just love. Put this face on any merchandise and it becomes a bestseller. The number of T-shirts  emblazoned with Che’s face that have been sold is incredible. It’s ironic that a revolutionary, who rebelled against the  capitalists, has today become the biggest bestseller of the capitalist world.   

That’s the power of these images. They  generate strong feelings. Another image that brings out strong reactions is the Swastika symbol of the Nazis. Recently,  Madonna used it during her tour in Israel. On a giant screen was shown an image of Marine Le Pen, who is the leader of  france’s National Front Party, with a Swastika on her forehead. The party was enraged and threatened to sue her.  Considering the fact that Madonna would be performing in France soon, this was a nice gimmick to get the nation talking  before she arrived! She is one of the few people who understand the power of images, of visual branding, and has used it  consistently over the years to keep her in the news and always ahead of competitors. Be it the cross of Jesus or the  Swastika of the Nazis, she knows how to use symbols to get people to notice her. 

It’s also the oldest trick of brand  building.   It’s also the oldest trick of brand building. Brands have used symbols (logos) to distinguish themselves from  competitors and build a unique identity around them. Associating oneself with a unique symbol makes it easy for  consumers to remember you. So on Marilyn Monroe’s birthday, Lady Gaga tweeted a picture of hers dressed as Monroe,  and more than one lakh of her followers (all in the age group of 14-19 years) liked it. The interesting part is neither Gaga  or her fans belong to Monroe’s generation and the only reason they are her fans is because of the ‘images’ they see of  her. These stunning images are the reasons for having ensured that ‘brand Marilyn Monroe’ will never die. And images  re the reasons that will ensure that your brand lives on in the future.


PICTURES WILL RULE 

The  most exciting websites in the recent months have been ones that have focused on pictures. One such website, which has created a lot of excitement, is Pinterest. If numbers are a measure of growth and potential, then according to Experian Hitwise, Pinterest is the third most popular social network in the US, just behind Facebook and Twitter. Not surprising then that it was recently valued at $1.5 billion with Rakuten Ichiba giving it a funding of $100 million. Rakuten is the largest e-commerce site in Japan and among the world’s largest by sales. Why should an e-commerce site be interested in a scrap-booking site? Because it affects sales directly. Let’s see how.    

Things have changed dramatically for  interest. In February, no brand was interested in it and then in two months, the number of brand pages increased by 24%. Pinterest links have appeared in retailers’ e-mails faster than links to Facebook, Twitter et al appeared, proving the point that retailers are benefitting from it. A study by Vancouver’s Emily Carr University has found that there is a surprisingly high correlation between ‘pinning’ an image of a product and purchasing it, with more than 1 in 5 Pinterest users buying an item they have ‘pinned’ on their Pinterest boards. Companies are finding it important to keep a watch  n who is ‘pinning’ what and where he is ‘pinning’ it. If a consumer pins a picture of your bike on his board titled ‘Bikes    m considering to buy’, it makes sense to check which other bikes is he considering and get an idea. An aggressive  marketer could even leave a comment on this consumer’s page giving him information about his brand. Similarly, there  could be many ways to mine information and use it.   

There is a shift in the way people are using the Internet. Earlier it  as largely ‘text’ driven, but today pictures and images are becoming dominant. People are using pictures to  communicate. Be it the image you upload on your Facebook profile or your BBM profile or even on your desktop, it’s become a way to communicate your feelings. No wonder that ‘smileys’ and ‘emoticons’ are used most frequently when  e text friends and family, proving the point that communication in the future will be more image heavy rather than text. Marketers need to understand this change and plan their strategies accordingly in order to reach out to the maximum  umber of consumers and make strategies that outwit their competitors. In future, marketers who can communicate with  mages will be the most wanted, for in future, it’s an attractive image that will drive people to your website more than an interesting statement. This is the reason why it has been found that Pinterest is driving more traffic to the websites of  rands as compared to Facebook or Twitter. From TV networks to magazines, interior designers to fashion designers to  ar and bike manufacturers to even writers and bloggers; everyone is out there with their best images to attract consumers. A blogger who was writing an article on which advertising campaign he thought would win at the Cannes  his year decided to use Pinterest and pin pictures and videos of the campaigns; for he found that he could attract more  people to his post this way over just an article.   

Images will decide the future of your business. No wonder that Mark Zuckerberg did not think twice before spending $1 billion in buying the iPhone application ‘Instagram’. It got people  talking and wondering why he did it. The reason is clear now. Facebook launched its own camera application last month in May that lets people take ‘Instagram style’ pictures, which can be shared on Facebook with your mobile phones. If there is one feature that people are using the maximum on their mobile phones, it is the camera, and future revenues for  companies will come from here only. 

Facebook seems to be excelling in gobbling other people’s ideas and using them to its own benefit. Whatever the method, one fact is clear that it’s going to be a ‘business of images’ and the one with the best image (pun intended) would win.   

FROM BRAND PERSONALITY TO  CONSUMER PERSONALITY 

The consumer of today is using pictures to express who he is. It’s a  way of self-identification. Years ago in 1995, a French professor Jean-Nol Kapferer introduced the term ‘Identity Prism’, which took the corporate world by storm. Soon, every company stopped going by market research findings and framing their policies around those results. Rather, they started paying attention to their own inner values and focusing  n them. So, from ‘market based’ branding, the game has now turned to ‘identity based’ branding. David Ogilvy mastered  his and his advertisements focused on ‘brand building’ instead of just stating the various attributes of the brand. Now  he brand felt more real, someone the consumer could identify with. So Harley Davidson bikes built a personality that  appealed to the ‘rough and tough’ guys. Surf detergent built a personality, which appealed to the ‘sensible housewife’ who did not hesitate to spend more on good quality (remember the ‘Lalitaji advertisement’?). 

Today, marketers are once  again focusing on the right image and the right personality of the brand. Images create lasting impressions and are difficult to forget. If the image matches the personality of the consumer, then he will not hesitate to use that image on his  age and on his profile, since he can identify with it and it helps him express his personality too. The consumer of today is also using pictures in many ways. Some are using them to remind themselves of things they want to buy. Some are even using Pinterest to make a visual resume of themselves. If you want your brand to be a part of his ‘visual’ list, it’s  important that not only should your product be good, but it should also be represented in an interesting manner, so that  he consumer likes the overall image that he sees. 

‘Content is king’ is the mantra we have followed over the years.  Today, the time has come to think beyond content and think in terms of images and even going to the extent of making sure that every piece of content is made into a shareable image wherever possible. A lot of marketers are converting their ‘texts’ into interesting ‘images’ so that they can be promoted on these ‘image sharing’ websites easily. Be it brand punchlines or quotations, the text is also available in an ‘image’ format. 

Not just logos or pictures of their products, companies today are hiring professional designers and artists to ensure that their products are photographed in the right setting, which brings out the right image of the brand and which makes the images interesting enough for the consumer to identify with and ‘pin’ on his profile. With most of us running out of time and patience, the fastest way to judge  people and pages and profiles is on the basis of the ‘profile picture’. If you want your brand to stand out, you must devote time to visual branding and create the right aura around your brand. After all, it’s all about creating the right image!