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Has Covid converted LinkedIn to a distress helpline? From a smart boardroom or a business centre, the professional networking platform is becoming a park bench or a coffee shop, loaded with oodles of empathy, explains the Managing Director of Inexgro Brand Advisory Shivaji Dasgupta In simpler times, I used to distinguish between LinkedIn and Facebook on emotional quotient â the former was a smartly rational forum while the latter patently personal. But in recent complex times, courtesy the socio-economic bloodbath caused by the coronavirus, LinkedIn is developing newer hues and becoming a distress helpline. Rising Star Awards 2021 Entries Open - Advertisement ....
Is Brand Purpose an overrated concept? Brand owners must focus passionately on brand outcomes and stop chasing the mirage of brand purpose, explains the Managing Director of Inexgro Brand Advisory Delhi, April 15, 2021 In recent years, I have worked closely with brands that take their purpose very seriously â consciously integrating a societal angle in transactional deliveries. For certain categories the connection is spontaneous but in most cases, it lacks credibility and can endanger the experiential focus. Itâs thus important to stop being obsessed with instilling purpose and instead focus on brand outcomes. The continuum of corporate societal relevance initially started with charity, moved on to corporate social responsibility and then peaked at purpose. Charity was essentially a statutory cum emotional way of giving back to the people, especially in an era when wealth was often ill gotten. It resulted in donations, schools, parks and sund ....
Will Covid finally transform the obsolete healthcare industry? A simple segmentation of Evaluation, Emergency and Elective can help transform business models and build efficiency for all in the healthcare sector, writes the Managing Director of Inexgro Brand Advisory Shivaji Dasgupta It is rather frightening that the urban healthcare sector is still following a century-old template and not responding to the needs of patients and opportunities of technology. The focus of innovation has been restricted to medical equipment and surgical techniques while the customer journeys have not been updated. Rising Star Awards 2021 Entries Open - Advertisement Healthcare, more specifically hospitals in urban centres, still follows a blockbuster model where a physical brick and mortar hub is the basis of diagnostics, advisory and intervention. This superstructure is supplemented by local clinics for consulting-only services as well as basic investigation hubs, ranging fr ....
Shivaji Dasgupta In the last two weeks, every reader must have received multiple desperate queries for available hospital beds and oxygen cylinders. Almost overnight, a mammoth nationwide peer-to-peer network powered by social media is directly fighting the battle against the virus, supplementing the valiant efforts of the organised medical workforce and supply chains. The task of the day is to recognise the magnitude of this crisis and forge a game plan for public-private partnership, so that deaths can be avoided. P2P networks which helped shape the Jasmine Revolution and unified protestors globally are now being applied for basic survival, as we are relying on our fellow citizens in our toughest times. Instead of being unproductively critical, the challenge is now to mobilise every useful resource on a wartime priority basis and here I mean brands and corporations. ....