Rise of the digital gypsy, Marketing & Advertising News, ET BrandEquity
Recently, I had the privilege of attending Gulzar’s book launch. The man is 90 years old, but he glides across the stage with the grace of a swan and the alertness of a hyper-caffeinated millennial. As he spoke, each word was a pearl, and every pause was a poetic flourish. Here is a man who has spent over six decades honing his craft, sweating over every syllable and perfecting the art of storytelling. Watching him, you realise that greatness isn’t born out of shortcuts but is achieved through a fanatical attention to detail and an unwavering commitment to the long game.Now, let’s shift our focus to the world of brand building today — the world I’m deeply familiar with. I’m talking about the marketing and advertising industry, where patience is about as common as finding Gulzar saab at a loss for words. Are we, the supposed custodians of brands, even capable of nurturing something with the same dedication that he shows his craft? Or are we merely speed-dating through campaigns, searching for that one viral moment to boost our LinkedIn profiles?
Today’s marketing landscape is a frenzy of hashtags, metrics and an unending chase for the next big thing. It seems like the age of thoughtfully crafting lasting brands has slipped away. Instead, we’ve entered an age of instant gratification, where a campaign’s success is measured by how quickly it can show results —preferably within the life span of a WhatsApp forward.
Every piece counts
But here’s the catch: Brands, like anything worth building, take time. Think of brand building as assembling a complex jigsaw puzzle. Sure, you could try to force the pieces together in a hurry, but you’d end up with a jumble of mismatched edges and gaps where key pieces should be. The real magic happens when you take your time, carefully fitting each piece into place. It’s a process that demands patience, precision and a sharp eye for detail — because, in the end, every single piece counts.
On one side, we see a wave of homegrown brands, often started by founders with little to no marketing background. These entrepreneurs are diving headfirst into the branding pool, fully committed to the long haul as they’ve bet their lives on this. However, they’re often at the mercy of marketing professionals who might not share their long-term vision. The result? Brands that are more confused than consistent, more focused on immediate metrics than on lasting impact.
Making a quick splash
On the other side, we have the rise of the ‘Digital Gypsy’. These are the folks who hop from one brand to another, leaving behind a trail of social media posts as their only legacy. They’re not interested in sticking around long enough to see a brand grow; they’re more focused on making a quick splash, racking up likes, and moving on to the next shiny object. Don’t get me wrong — these Digital Gypsies are gifted; they can whip up a viral campaign faster than you can say “algorithm”. But the real question is, what happens when the dust settles? Who’s left to nurture the brand, to ensure it grows into something that can stand the test of time?
We live in a world increasingly captivated by the pursuit of the next viral moment, and I’ve been part of many such instances — I know the thrill all too well. But this isn’t to say we should ignore new-age consumers or the ways to engage them. The key lies in doing so with intention, grounded in a strong foundation. Without that, it all becomes fleeting, devoid of substance. Real power comes from balancing innovation with purpose, ensuring that each interaction is built upon a lasting brand vision. It may not always be glamorous or Instagram worthy, but it’s the only path to creating something that endures. And perhaps, if we take a lesson from Gulzar saab, we’ll understand that true brilliance lies in the long game —where every word, every effort, adds up to something truly remarkable and unforgettable.
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