Transfin. Podcast E36: Brand Power, Clean Slate, Human Element

 

 

Our podcast with Arjun Guleria (of Beam & Words, a Delhi-based brand communications & brand strategy firm) started with a conversation on Brands, but gradually changed course to reflect on his personal journey as an entrepreneur, the human element which is key for creative solutions, and the blessing that is his accountant!

 

P.S. He also humoured our usual digressions towards AI/ML, the myriad evolutions of consumer tech, for better, and for worse!

 

When Arjun started with his co-Partners, Beam & Words wanted to look at "Communications as a Whole", avoid siloes, and not become a hostage of platforms. 7 years later, seems not much has changed. 

 

The TOC:

 

Why Brands First, Platforms Later?

 

We start by talking about brands and communication, the two main areas of focus of Beam & Words. Arjun tells us in detail about his “brands first, platforms later” ideology, through which the company places emphasis on identifying the story of a brand and not on the platform of promotion, which are often only momentary.

 

Starting Business with a Clean Slate

 

We move on to talk about Arjun’s relatable phase of imposter syndrome and feeling like the odd-one-out in the beginning, given the PR and advertising background of his co-founders, and his own in finance. It seems to have worked out to their advantage though, allowing them to start their business with a clean slate, bringing together different ideas and perspectives. This proved to be so important in the ever-evolving world of business and communication, that the company has now taken to hiring people from a variety of backgrounds!

 

Can AI get Creative?

 

Touching upon a topic from our previous podcast, in our last section we talk about offline versus online marketing, and similar to our previous guest, Arjun also talks about the benefits and the emotive aspect of the offline.

 

This discussion organically leads us to the topic of Artificial Intelligence (AI) and Virtual or Augmented Reality and their role in the marketing industry. We question whether the ever-more lifelike bots could ever replace humans when it comes to data interpretation and communication with clients, with Arjun arguing that despite being advantageous as efficiency tools, there’s still a long way to go before they can begin to offer creative advice.

 

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