Muralidharan ErumpalaMobile No: +91 9176682240 | murali@datriworld.org | muralid1960@gmail.com

Engaging content can transform thought and action.Well-articulated stories through video can create a desired impact.Here’s a real experience.

In my previous post published earlier this month, I shared thoughts on optimum convergence in brand experience when customer participation moves on from purchase, utilization, referral, brand care and finally, to Brand emotion!

In this post I am referring to a real incident of how effective a content can be and some pointers to each of us while creating it. A brand engagement happens when it has successfully connected several touch points across its eco-system. I was at a voice recording studio to complete the voice over for an Audio visual. The film was for a voluntary organization (NGO) called Datri Blood Stem Cell Donors Registry that engaged me for marketing and communication consulting. Datri is making huge strides in recruiting volunteer blood stem cell donors and identifying a genetically matched unrelated donor for a patient suffering from fatal blood disorders (including blood cancer) that can be cured by a Peripheral Blood Stem Cell (PBSC) transplantation. This curative therapy is used for over 100 blood and genetic disorders.

Kathir, an accomplished voice over specialist met me at the recording studio and after some pleasantries we went on to discuss the script. In few moments, I could see a marked difference in his expression. I briefly explained the profound work that this NGO has been spearheading since 2009.

Kathir spent a few minutes reading the script again to get a hang of the approach required. All I told him was he needs a voice character with the donor community in mind. He brought in the right emphasis, emotion and confidence in his voice. In the next 45 minutes the entire recording was completed.

After a review, we again met at the studio lounge, briefly. Kathir just said this; “Mr. Muralidharan, I am moved by this script and hearing more about this from you is even more interesting. I would like to register with the institution. I want to be of value to someone who may need my stem cells”. I had a rush in my heart and tears filled my eyes for two reasons. Firstly, the transformation of Kathir to participate in this great initiative. Secondly, I was experiencing effectiveness of an engaging articulation of a life savers journey through this film.

This real experience is a testimony for yet another dimension of how brand emotion can provide significant impetus to the transformation of a prospect. It is really bringing about optimum convergence of the brand and business. It is a state of brand equilibrium when the influences of Brand Position, Brand Promise, Brand Personality, Brand Story and Brand Association are all balanced to offer a perceived customer experience.

Last night we completed the final cut of the film. This morning I showed it to my family and saw similar expression changes that I saw in Kathir. I know people had a little lump in their throats, an emotional attachment was beginning to emerge with this brand.

About Muralidharan Erumpala:

Thirty years of experience in branding and marketing in the advertising and IT industry, focused on elevating and accelerating the desired brand positioning, presence and faster business outcomes for customers. Murali offers branding services across customer market, academia, employee engagement, and social media.Murali's sporting interests are cricket, football, F1 racing, and running. His creative instincts in painting, photography keep him busy otherwise, besides he is a keen trainer and loves reading both fiction and fact.

All brand references and company names are copyrights owned by the respective organization, initiatives stated in this article are acknowledged.

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