Thursday, June 3, 2010

THE TWINKLING THIRD EYE

“In order to be irreplaceable , one must always be different”- Coco Channel
I guess it’s true in every aspect of life, if you want to do something that counts and sets you apart from the rest.. It’s about innovating. Innovation is, the one word that separates the leader from the followers, the trend-setter from the me-toos..In my view, innovation is the difference between stagnation and progress. It is not necessarily about developing something from scratch but even improvising and adding incremental value, whether functional or aesthetic. I believe it’s how standards are set and the envelope is pushed , harder and harder. One great example I can see around me is the Classic brand of cigarettes. For years, they have set standards with multiple innovations , one after the other. India’s first mild,and ultra mild cigarettes all came from the Classic stable. So did Blue Leaf Tobacco blends and the Meteor Filter that added an new sensory appeal to menthol smokes..It also introduced handsome, break-away packaging—flat 10s, round corners, beveled edge packs. For me , what stands out most is Classic Verve Indias’s first slims- a ubecool and classy style statement. These Classic guys are always up-to-speed with cutting edge ideas. They always keep their third eye open.. And it always has a twinkle..

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