Home >> Media-TV >> Article

Bindass co-authors ‘Generation Einstein’ – book for brand managers

02-April-2012
Font Size   16
Bindass co-authors ‘Generation Einstein’ – book for brand managers

Generation Einstein, a marketing book for brand managers, has been written by Jereon Boschma and co-authored by UTV Bindass. The book, with case studies of Indian brands, aims to decode the current generation and help marketers reach out to them.

Already published in the international market, the version co-authored by Bindass, will be specific to the Indian market and will speak about the emergence of a global generation in India, their likes, dislikes, lifestyle and what sets them apart from the others.

“India-specific case studies of companies such as Virgin Mobile, Tata Docomo, Bindass, Pepsi, etc. are in the book. Having studied over 100 cases in the original version, Jereon studied a similar amount of Indian cases and used his theory of ‘Generation Einstein’ to tell what the brands could have done better. It also provides solutions to these companies. This book is very relevant to brand managers in India,” said Keith Alphonso, Business Head, UTV Bindass.

The book also throws light on new-age communication strategies such as ‘Increation’ which is a more effective method of communicating with a youth segment. This new methodology of research involves putting many ideas to test, then trying to use reactions to narrow down the ideas.

Sharing his views on the rationale behind choosing the Indian market for this book, Boschma, the author of the book, said, “I believe that the Indian market is very dynamic and has many brands that can be studied. My case studies can be beneficial to the marketers here.”

There are two aspects to the book. One aspect talks about the brands that have positioned themselves to be youth-oriented and the other is about brands that plan to reach out to the Indian youth. This book will help such brands better its approach, said Alphonso.

The marketing strategy of the book is still in the planning stage. UTV Bindass plans to take it to B Schools of India. “We would like MBA courses to make this book a part of the syllabus,” added Alphonso.

The book describes a new generation that was born during the last decade of the previous century. The youth and young adults of today, aged 12 to their early or mid 20’s, represent a new generation with positive characteristics and values which are shared amongst young people all over the world and therefore the first real global generation. The book stresses upon the significance of the youth as an important part of the market. It’s about a faster and more social generation that understands the world better than anyone else.

Tags UTV Bindass Generation Einstein Jereon Boschma Keith Alphonso Suraj Ramnath

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey