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Consumers today don't just receive the story being written and disseminated by the custodians of a brand. Despite the clutter of established and emerging brands in every sub-segment, consumers are able to identify what a brand stands for. Not what a marketer communicates, but the sum total of what the consumers understand and experience, how they endorse or communicate about a brand. Consequently, consumers are happy to script their own stories of what a brand means...
Only a small fraction of our population can be called readers. Even when compared with the number of Google users -- an indication of digital social content users -- the percentage remains tiny. However, reading might be essential for the future workforce of the nation. In the coming decades, we need more entrepreneurs and self-employed citizens to keep pace with the aspirations and needs of the population. Hence, it is even more critical that students learn to read beyond short form content, social media and gossip sites.