Well yeah if you’ve grown up around here you’ve heard about the phrase looking London, talking Tokyo but I never really thought there was an issue with it in a world where everyone is expected to multi-task!
On a serious note when we mean something and say something completely different by design, it may help achieve short term objectives, however the long term damage may sometimes be catastrophic.
In a world where the opportunities are growing as are networks, the expansion is leading to the shrinking of the world – everyone knows everyone else and if you don’t - you soon will.
While everything is becoming fast paced and people are working 5 days a week to live for 2 days a week, the pressure demands something greater to emerge – TRUST.
The importance of trust is returning as the micro managers days are over. I would much rather work with someone whom I can rely on and someone who honours his or her word as we don’t have the time to chase work once it’s delegated. While this is an ideal situation, brands survive on this principle. It is a promise once made and the promise kept that adds credibility and reinforces the belief in a story that a brand/person wants to weave around itself.
It makes it easier for me to buy/hire a brand that time and again has delivered on it’s promise and not one that promises London and gives me Tokyo – though that may be an interesting twist – however not everyone has the appetite for surprises!
The one thing to remember while making a promise is that you are setting up an expectation. To avoid disappointment or dissonance - the most important thing to manage is expectations – as a brand or a person.
Sanchita Johri
