Iqbal Mohammed

Iqbal Mohammed

Bayern, Deutschland
1275 Follower:innen 500+ Kontakte

Info

Iqbal Mohammed is Director, Business Design and Head of Digital Strategy & Innovation at…

Aktivitäten

Berufserfahrung

  • Virtual Identity Grafik
  • -

    Munich, Germany

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    Munich, Germany

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    Bangalore, India

  • -

    Bangalore, India

  • -

    Bangalore, India

  • -

    Bangalore, India

Bescheinigungen und Zertifikate

Veröffentlichungen

  • [Whitepaper] Predictive Pre-Testing: An Outline for an Ad Pre-Testing Model Based on Prediction Markets

    Social Science Research Network (SSRN)

    Abstract:
    In the advertising industry, there's widespread agreement that ad pre-testing (or copy testing) is a creativity killer. Current research methodologies using focus groups to test innovative ideas and products have poor predictive ability, often throwing up lazy groupthink, post-rationalisations and risk-averse generalisations. This paper argues for a revamped model of ad pre-testing that harnesses collective intelligence to improve forecasts of real world response by a…

    Abstract:
    In the advertising industry, there's widespread agreement that ad pre-testing (or copy testing) is a creativity killer. Current research methodologies using focus groups to test innovative ideas and products have poor predictive ability, often throwing up lazy groupthink, post-rationalisations and risk-averse generalisations. This paper argues for a revamped model of ad pre-testing that harnesses collective intelligence to improve forecasts of real world response by a significant factor. Drawing insights from a range of business implementations of 'wisdom of crowds', the paper presents prediction markets as a tool to effectively aggregate the responses of a research group that is characterised by diversity of opinion, independent thinking and decentralisation. The updated model takes care to align the interests of research respondents with those commissioning it by incorporating gamification techniques to draw out deeply-held private information about their cohorts and the world they inhabit. The paper also suggests additional areas of exploration and improvement while implementing the concept into research practice.

    Veröffentlichung anzeigen
  • [Whitepaper] The Elongating Tail of Brand Communication: An Approach to Brand-Building Incorporating Long Tail Economics

    Social Science Research Network (SSRN)

    Abstract:
    Traditional approaches to brand-building dictate that success in branding can only result from communicating a single differentiating claim (or promise) with exceptional clarity and unwavering consistency. Hence, brands have been built on the back of single-minded propositions that remained fixed and unchanging through successive cycles of advertising and promotions. This whitepaper argues that the above model of brand positioning is an artifact of an old mass media order in which…

    Abstract:
    Traditional approaches to brand-building dictate that success in branding can only result from communicating a single differentiating claim (or promise) with exceptional clarity and unwavering consistency. Hence, brands have been built on the back of single-minded propositions that remained fixed and unchanging through successive cycles of advertising and promotions. This whitepaper argues that the above model of brand positioning is an artifact of an old mass media order in which scarcity was the overriding norm. Media fragmentation and digital media are now offering brand practitioners an expansive choice of touch points, and in the process altering the very fundamentals of marketing and strategic brand management. This paper presents the case for building brands by communicating every credible brand proposition - not just one chosen 'hit' - in relevant and profitable contexts, to different consumer segments. It also outlines 8 concrete ways for marketers and advertising agencies to harness the power of the long tail in brand communication - reaping complex, layered and engaging brands without sacrificing clarity or simplicity in advertising.

    Veröffentlichung anzeigen
  • [Whitepaper] The Intranets of Babel

    Social Science Research Network (SSRN)

    Abstract:
    Corporations and companies today generate a juggernaut of information, much more than they can process or put to use. The accepted response to running out of shelf space is to invest in more capacious IT and storage systems, with intranets serving as interfaces to ensure this stockpile of information remains accessible and usable. This whitepaper posits a less technical but more evolved response, one that has worked for centuries and enabled the very survival of our species…

    Abstract:
    Corporations and companies today generate a juggernaut of information, much more than they can process or put to use. The accepted response to running out of shelf space is to invest in more capacious IT and storage systems, with intranets serving as interfaces to ensure this stockpile of information remains accessible and usable. This whitepaper posits a less technical but more evolved response, one that has worked for centuries and enabled the very survival of our species. It recommends overlaying on our intranets the principles of oral-based information systems where a premium is placed on the processing, validation and sculpting of information before its eventual storage for future reference. The paper explores in detail how to put these principles to work within the challenging context of a modern corporate environment. It also implements its own recommendations, preferring to lead by example.

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Projekte

  • Annual Feature: Top Planning & Strategy Blogs

    An offshoot of the above project (Monthly Feature: Top Blogging for/by Account Planners & Strategists), this annual feature ranks the top 20 best account planning and strategy blogs in the world adjudicated on the quality of their output through the last year. This active and updated shortlist in turn serves as the input for two related projects - Planning/Strategy Blogs Twitterstream (see above) and Plannersphere Search Engine (see below).

    Projekt anzeigen
  • Monthly Feature: Top Blogging for/by Account Planners & Strategists

    "It's not information overload; it's filter failure." While most people settle for pushing a torrent of content online, I have also taken time out to build the information filters that create value for readers, along with providing a wider reach for other original thinkers in advertising and marketing. This is a monthly curation of the top 10 independently published thought pieces - handpicked by me - that every account planner and strategist needs to read. This project has now been running…

    "It's not information overload; it's filter failure." While most people settle for pushing a torrent of content online, I have also taken time out to build the information filters that create value for readers, along with providing a wider reach for other original thinkers in advertising and marketing. This is a monthly curation of the top 10 independently published thought pieces - handpicked by me - that every account planner and strategist needs to read. This project has now been running non-stop for 3+ years.

    Projekt anzeigen
  • Planning/Strategy Blogs Twitter stream

    An automated/programmed service that aggregates and pushes newly published thinking from the top 20 account planning/strategy bloggers to one convenient Twitter stream. I constantly update the service fine-tuning the posting system and the source list with the objective of amplifying the output of the individual thinker & blogger - while exploring the dynamic of push-and-pull between the online forces of disintermediation and mediation. This feed is often quoted by experts as the cardinal…

    An automated/programmed service that aggregates and pushes newly published thinking from the top 20 account planning/strategy bloggers to one convenient Twitter stream. I constantly update the service fine-tuning the posting system and the source list with the objective of amplifying the output of the individual thinker & blogger - while exploring the dynamic of push-and-pull between the online forces of disintermediation and mediation. This feed is often quoted by experts as the cardinal example of how to "be useful" on social media.

    Projekt anzeigen
  • Account Planning Tools & Hacks

    A knowledge and skills repository I built (and continue to build upon) for the benefit of account planners and communication strategists from around the world. It is a curated collection of links to offbeat and non-obvious tools of the trade for account planners - with instructions about why, where and how to use them. This project combines many of my interests and motivations - nurturing the strategic long-term potential of digital assets, mentoring young planners and building information hubs…

    A knowledge and skills repository I built (and continue to build upon) for the benefit of account planners and communication strategists from around the world. It is a curated collection of links to offbeat and non-obvious tools of the trade for account planners - with instructions about why, where and how to use them. This project combines many of my interests and motivations - nurturing the strategic long-term potential of digital assets, mentoring young planners and building information hubs critical to facilitating knowledge sharing.

    Projekt anzeigen
  • Plannersphere Search Engine

    One of my first successful attempts at building a digital product, this is a Google-powered search engine that returns results only from account planning and strategy blogs - an invaluable research tool that narrows down an account planner's research from mountains of irrelevant stuff to filtered and relevant results. The digital chops required to build this were minimal, but what was at the fore in its execution was an account planner's - and product designer's - instinct to understand and…

    One of my first successful attempts at building a digital product, this is a Google-powered search engine that returns results only from account planning and strategy blogs - an invaluable research tool that narrows down an account planner's research from mountains of irrelevant stuff to filtered and relevant results. The digital chops required to build this were minimal, but what was at the fore in its execution was an account planner's - and product designer's - instinct to understand and respond to an unstated "user need."

    Projekt anzeigen
  • The Ignoramus' Quiz

    –Heute

    Quizzing - the mindsport of acquiring multi-discplinary knowledge about the world and competitively testing it - has been a key part of my academic and post-academic life. I was a inter-school quizzing champion and a top contender in Bangalore highly-competitive open quizzing circles. I first staged my own quiz as a quizmaster in my 8th grade on behalf of my school. With the advent of the internet, I ran a quiz series via email (The Daily IQ) between 1999 and 2002 - an early experiment in…

    Quizzing - the mindsport of acquiring multi-discplinary knowledge about the world and competitively testing it - has been a key part of my academic and post-academic life. I was a inter-school quizzing champion and a top contender in Bangalore highly-competitive open quizzing circles. I first staged my own quiz as a quizmaster in my 8th grade on behalf of my school. With the advent of the internet, I ran a quiz series via email (The Daily IQ) between 1999 and 2002 - an early experiment in aggregating like-minded audiences using email. With the arrival of blogging, the venue (and the name of the quiz) has changed - but the pursuit of knowledge (and like-minds) continues.

    Projekt anzeigen
  • Batmania: A study in crowdsoucred and decentralised creativity

    This blogging project served as a clearing-house for all user/fan-generated creativity contributing to and extending the DC comic character Batman. The goal of the initiative was to unearth key truths and drivers that underpin massive & decentralized creative movements: how they take shape and how they can be shaped. As ever larger portions of the world get on to social networks and find a voice to share their passions and creatiivty, the insights I gained from here will continue to be valuable…

    This blogging project served as a clearing-house for all user/fan-generated creativity contributing to and extending the DC comic character Batman. The goal of the initiative was to unearth key truths and drivers that underpin massive & decentralized creative movements: how they take shape and how they can be shaped. As ever larger portions of the world get on to social networks and find a voice to share their passions and creatiivty, the insights I gained from here will continue to be valuable to user-generated advertising and brand-building efforts in the future.

    Projekt anzeigen
  • Ogilvy Idea A Day

    Tasked with re-imagining an agency structure that grows nimble and agile with age, I harnessed crowdsourcing and mass-scale collaboration for a bottom-up solution. This was an online platform where any employee - armed with context-of-use information - can propose an idea to solve a likely problem/inefficiency. The ideas are available for everyone to see, comment, build upon or champion. It's implementation generated a steady stream of ideas, participation and constructive discussions from…

    Tasked with re-imagining an agency structure that grows nimble and agile with age, I harnessed crowdsourcing and mass-scale collaboration for a bottom-up solution. This was an online platform where any employee - armed with context-of-use information - can propose an idea to solve a likely problem/inefficiency. The ideas are available for everyone to see, comment, build upon or champion. It's implementation generated a steady stream of ideas, participation and constructive discussions from employees of all levels and all across the country. As envisaged, employees and teams proactively volunteered to take ownership of ideas that appealed to them rather than being thrust top-down with the onus of implementing ones they were indifferent to.

  • Ogilvy Theatre Company's production of Woody Allen's play 'God'

    With no prior experience in theatre, I directed an enthusiastic cast of 25 colleagues - and first-time actors - to pull off a stellar supper theatre performance at a key agency-client event. Staged with professional production values, this project demanded not just the creative vision to narrate a Woody Allen comedy but also the ability to keep an out-sized team of part-time actors focused, motivated and prepped with acting skills. The 6-month ordeal ended up being a fabulous opportunity for…

    With no prior experience in theatre, I directed an enthusiastic cast of 25 colleagues - and first-time actors - to pull off a stellar supper theatre performance at a key agency-client event. Staged with professional production values, this project demanded not just the creative vision to narrate a Woody Allen comedy but also the ability to keep an out-sized team of part-time actors focused, motivated and prepped with acting skills. The 6-month ordeal ended up being a fabulous opportunity for me to swap roles from being an opinionated consumer of raconteurship to an active practitioner of the craft.

    Projekt anzeigen

Auszeichnungen/Preise

  • Top 50 Global Account Planners To Watch

    Planning Salon

    Ranked #32 on the list of top 50 global account planners and strategists.

    More details at: http://iqbalmohammed.misentropy.com/2014/02/top-50-account-planners-strategists.html

  • Recommended by New York Times

    New York Times

    The New York Times Bits technology blog/page recommends my essay, The Retailification of Online Publishing, to their readers.

    More details at: http://iqbalmohammed.misentropy.com/2013/06/NYT-Bits-future-media-publishing-essay.html

  • Top 100 Advertising blogs in the world

    Invesp BlogRank

    My blog featuring essays on advertising, brand-building & marketing - MisEntropy (http://www.misentropy.com/) - is ranked 55th in the list of top 100 Advertising Blogs in the world.

    More details can be found at this link : http://www.invesp.com/blog-rank/Advertising

  • Prescribed syllabus at IIM, Bangalore

    Indian Institute of Management (IIM, Bangalore)

    My paper 'The Elongating Tail of Brand Communication: An approach to Brand-building incorporating Long Tail economics' is prescribed as an essential reading for the students in the Marketing Elective Course of Indian Institute of Management Bangalore, one of India's top 5 business schools.

    More details at: http://iqbalmohammed.misentropy.com/2011/02/long-tail-brand-building-iimb-marketing-curriculim.html

  • WPP Atticus Award for Best Original Published Thinking in Marketing Services

    WPP

    Awarded for my whitepaper, "The Elongating Tail of Brand Communication : An approach to brand building incorporating long tail economics" in the Branding and Identity category.

    The Atticus Awards are conferred by WPP - the world's largest marketing communications company - for best original published thinking and are contested globally.

Sprachen

  • English

    Muttersprache oder zweisprachig

  • German

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