• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Brand Quest
• The New Manager
• Smartbuy

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth
• Events 2007

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

Our Bureau

Chennai, Aug. 6 Bates 141, the Asia-devoted marketing communications network and a WPP company, has published the first ever A-Z Dictionary of Change.

This is a handbook targeted at brand owners, businesses and marketers. It will be an annual publication because the language of marketing is in a constant state of flux, reappraisal and reinvention. The dictionary is a new perspective on change with an emphasis on words and concepts that capture irreversible shifts in the marketplace that businesses can harness to transform the way products, distribution channels, pricing strategies and brand experiences are devised and created, a press release says.

“While trends have become a commodity and are rarely actionable, we distil our tracking of change into ChangePoints – insights to inspire new ideas on how brands and people can engage differently, via new products, new experiences, new distribution avenues or simply a new language,” the press release quoted Mr Frederique Covington, Regional Executive Planning Director, Bates 141, as saying.

The “Dictionary” contains change words across all categories – business, communications, lifestyle, shopping, social networking, marketing, technology and science, and the environment. The words have been sourced from all across the globe, with specific terms in Chinese, Hindu, Japanese, Korean, Malay and Tagalog, reflecting an in-depth knowledge of Asia. The agency has also invented words based on its observations of change to reflect new realities. Examples include ‘aeropolitan’ where people are now living, consuming and transiting in airports like their second homes.

Bates 141 is currently collecting words for the 2009 edition.

More Stories on : Books | Brands

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Copyright © 2008, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line