Dussehra has a wonderfully uncomplicated story. Ram defeats Ravana, good triumphs over evil, the effigy goes up in flames, and we reassure ourselves that the world has a moral centre. But perhaps brands and the consumers should look at the story a little differently. In the digital and social media world, Ravana is no longer an obvious villain standing across the battlefield. He often hides inside the brand itself, appearing as an attitude, a temptation, a blind spot, or simply the consequence of trying too hard to stay relevant.

The temptation of digital attention

Take attention, for instance. Every brand wants it, and social media has made attention the most aggressively contested real estate in the world. The temptation is to get louder, funnier, edgier, or more provocative simply because the algorithms seem to reward it. A brand can easily become famous for something that has very little to do with what it actually stands for. The danger isn't about getting noticed; it's about being noticed for the wrong reason. Attention is powerful, but attention without meaning is little more than noise in a different garb.

Then there is speed, another wonderful gift of the digital age that can quickly become a brand's undoing. A trend appears in the morning, peaks by lunch, and becomes embarrassing by dinner, yet brands still rush into conversations simply because everyone else is there. The desire to be contemporary can sometimes make a brand look desperately contemporary. Being fast is not wrong; the problem begins when speed replaces judgement.

The smartest brands aren't necessarily the ones that arrive first, but........

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