| "While television tends to breed 'couch potatoes',
there is no scope of any such terminology as far as the Internet is
concerned. While a person is on the Internet, he is 'surfing' and
not 'slouching', as active engagement on the net does not allow such
things to happen to you," said Desai. The real power of the Internet
medium is that it is community of shared interests and has a universal
mind. Also, it is a two way communication and is customer centric.
While the Internet is an ideal arena for marketers for building
their brands, the problem that lies is that brands hate conversations
and are very uneasy with people. On the other hand, they like to
talk armed with a ready script reveals Desai. He went on to say
that we define brands too superficially as a bundle of benefits
and not as a point of view. The Internet has the ability to make
brands come alive and hence interweaves brands into the lives of
people.
Desai concluded by saying that marketers should use the brand as
a platform that has something to say so that it becomes the locus
of attention and hence become interesting. The key, Desai emphasized,
was that there is no substitute for the charisma that the Internet
has to offer and hence there wasn't a hope in hell for surfers to
become something as mundane as a potato while surfing the Internet.
Mouse Voyager was more likely a befitting title!
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