"The Future of Digital for Brands" by Ashok Lalla

It’s an over cluttered with advertising messages world out there. And it’s getting busier and busier by the day, thanks to multiple screens and people multi-tasking across these multiple screens. Mobile phones. Tablets. Phablets (the phone-tablet hybrids). Laptops. Television. Digital outdoor. Cinema….

Marketers and their agencies, and media publishers are in a constant twist to create the next innovation — something that stands out in this clutter, breaks through everything else that’s vying for the attention of their consumer’s eyeballs. And grabs them. For 30 seconds. 20 seconds. 10 seconds. Even the time it takes to click. And Like.

It’s a tough battle. And one that’s getting tougher by the day. Innovations are running dry. We have seen page takeovers. Banners ripping from the top. From the bottom. Expanding. Exploding. Leading users from one banner to the next. From one site to the next, which the Magnum Pleasure Hunt made famous.

We have seen video banners. Tweeting banners. Games in banners. Tweets updated to banners. And to billboards. Augmented reality that puts people into banners…

It’s getting harder to innovate. Not innovate for the sake of it, but to grab attention. Get talked about. Spread the word. And go ‘viral’, that holy grail that keeps so many marketing and agency folks up at night.

In such an environment, and more so if you are a brand that thrives on being disruptive, unexpected, unbelievable, almost crazy in the things you do, it gets even harder.

Unless you are Lynx and you come up with an ‘invisible ad’.

http://bit.ly/JgPPis

Looks like this is a new recipe for that favourite old dish of marketers — Attention and Talkability.

It’s probably worked this time. Only to keep the Lynx brand manager up at night, thinking, what next?

That’s the point. Think ideas. Think beyond the media. Think beyond everything you have done. Or you see around you.

After thinking the idea, wrap it in your brand and its ethos. In a manner that’s relevant to your audience. Then serve it to them.

And sit back as you turn your audience into your media. Carrying your brand with them. Further. Faster. Than you would, if you were stuck with what’s available and what seems possible.

Brings me to a question:

What’s going to be the next big idea after ‘Invisible’ advertising?

Will it be ‘No Advertising’?

Hey, wait a minute, maybe there’s an idea in there!?

Indian TV channels using Bollywood stars to host reality and game shows is no longer new. Starting with Kaun Banega Crorepati over 10 years back, it’s been done. Over and over.  With minor differences. Such as the format of the shows. The stars hosting them. Or the prizes on offer.  Some have passed like a ship in the night. Others have shone briefly. Only to fade away from memory. Till the next season comes along. Or the next show, and its new superstar host.

Star TV has had its own share of winning shows over the years. And probably has the recipe that delivers success more often than not.  In terms of audience appreciation, and well as in terms of that currency of the TV business, TRPs.

So it was interesting to notice Star decide to make a drastic break from the norm with its newest show, Satyamev Jayate that debuted on 6 May. I say drastic because it’s broken so many of the ‘rules’ of TV shows.  Let me take a look at it through the lens of the viewer-marketer I am.

Satyamev Jayate is what I call a Docu-Reality-Talk Show, perhaps an all-new genre in television programming in India.

Yes, it doesn’t have an ‘entertainment’ factor either in it. And no oomph. No jhatkas. No tamasha. No laughs. No winners.  No prize money.

It isn’t hosted at primetime, usually late evenings that draw people to their television sets. Its promo films don’t give a peep into the forthcoming episode.

So by conventional wisdom of TV and armchair pundits, this is a set up for failure. Whether they are right, time and the TRP reports will soon tell.

But what’s interesting is the key ingredient that is in the show.  Social causes.  Brands in India  using Social causes are not exactly new. Tata Tea did it successfully with its Jaago Re campaign and consumer platform. Idea and Aircel have used it to support causes that ranged from saving paper to saving tigers.  And there have been several others.

But this is probably the first time a whole show (13 episodes) is dedicated to social causes. With the intent to present their stark reality. Up front and directly. To provoke audiences. To sit up and take notice.  To take action. To perhaps create a public movement that addresses the issues.

The only packaging one sees is the slick production quality. And the inimitable Aamir Khan as the ‘sutradhar’ , the  host of the show.  Yes, the packaging is what may make the stark content more palatable to watch.

Another interesting aspect is the time slot of the show – 11 am on Sunday.  Not conventional primetime, and arguably not what families would look forward to watching on a Sunday morning, which usually is spent in more casual and trivial pursuits than that which serious social causes present.

Early response to the show that I picked up from Twitter was mixed. There were many who applauded the show and were moved to tears. Then there were several who were cynical about the show and asked whether it would make any real impact on those afflicted by the issues that would be shown. There were others who brought up the commercial considerations around the show, and wondered if this would turn out to be any more than a media opportunity for advertisers to reach the eyeballs of the audience.

But then this is just some views, and that too from Twitterati, a collection of people who are usually fairly removed from the stark reality of such issues (the first episode covered female foeticide).  The good news is that Star TV has recognized that wide and deep reach into the heart of India is what could turn the show into a real movement. And therefore, for perhaps the first time, we have seen a simulticast on Doordarshan, the free-to-air TV channel managed by the government that has a reach many times more than satellite TV channels like Star do.

It’s also early days, as what will really help turn this show into social glue is its extensions beyond its airing on TV. Its outreach on-ground, its amplification through media. The opportunities it creates for people to get involved. And participate in the alleviation of the Social ills the show will portray.  Early signs point towards this being part of the plan.

But will Satyamev Jayate help awaken a populace of a billion people to the real issues around them, and ignite them into coming together to rid the country of its social ills? Or will it end up being a bold experiment in television programming that will merely inspire others to explore the genre of Docu-Reality-Talk Shows through their own unique lens?

Interestingly, shortly after the airing of the first episode, the only top 10 Twitter trend in India that did not pertain to the show was #PepsiFootyMania.  Interesting because, both Pepsi and Star through Satyamev Jayate are attempting to ‘Change the Game’.

So can such Social programming win audiences, and win their hearts too?

I’ll be tuned in to see whether Satyamev Jayate does.

(This piece was first published on Campaign India who invited me to write a viewer-marketer view of Satyamev Jayate.)

One of the questions that is topmost on marketers minds usually is: How do we create content that connects with our audience in a manner that it gets talked about (and goes ‘viral’)?

There are many examples of content that’s achieved this objective, and each has provided ‘lessons’ that have been distilled into ‘rules’ by marketers and agencies alike. And every new success creates a new set of ‘To do’s’. Even I captured a few, triggered by a mile high story in a blog post on Campaign some time back http://bit.ly/Av4oPN

And yes, this blog post is inspired by the fairly innocuous tweet given below, that’s around the cancellation of the telecast of a recent popular Bollywood on a leading TV channel in India:

“The Dirty Picture telecast stopped on TV. & they give National Award 2 the movie & its actor. Incredible India. Height of double standards”

For those who want to know more about the movie and the buzz around it, there’s always Google. Now back to the essence of this post.

Twitter is full of tweets expressing angst and frustration at things not happening, flights being cancelled, traffic snarls and other such aspects of urban lifestyles. Usually, they get a few comments, a little chatter going and a handful of retweets.

But this seemingly tame tweet drew well over 100 retweets. In quick time. What turned this tweet ‘viral’?

1. The Context connected with what the audience related to. Dirty Picture is probably well known to most of the Followers of the person who tweeted this, and so that formed a instant connect.

2. The Content itself was an interesting interplay between the subject (Dirty Picture) and its having got recognition (National Awards) by the same government that had its telecast called off.

But more than these two aspects, I think what really drove this tweet viral was:

1. User involvement — Since the telecast of this film was widely publicized, it had a large audience tuned in to watch. So when the telecast was cancelled at the last moment, there was a general feeling of disappointment at having a perfectly planned Sunday, now gone awry. Then the tweet came along. Ripe and ready for its audience to use. To share their feelings about the cancellation.

That’s something for brands to keep in mind. Content with the most ‘social’ potential is that which is oriented around ‘involved’ users, rather than content that attempts to involve users by incentivizing their involvement. Too many brands think ‘involvement’ as an outcome of their content / messaging, rather than as a by-product of an already involved audience. Of course, it takes effort to determine what audiences are involved with and to create a meaningful connect between that involvement and the brand, but its effort that can pay rich dividends.

2. Recency and immediacy — Speed is of the essence in these 140 times, when attention is about what’s on the timeline here and now. Getting ‘social’ is about creating a connect around what’s fresh in recent memory.

Again there’s a lesson for brands here. Especially those that run Social through a pre-determined calendar of updates. Doing so, loses out on the very important element of getting in the audience’s stream as quickly as possible, and around what’s happening in their stream.

Blend these two elements of User involvement and Recency & immediacy with the brand in the right proportion, and you can well have the recipe to create a Social wave (even around a seemingly innocuous tweet).

At one point Internet addicts woke up in the morning to look at email on their smart phone even before they looked at their spouse. Then it was to see the latest pictures and updates from their on their Facebook timeline.

Now it’s to check their tweet stream. For Mentions and DM, and of course to know what’s happening in the world around them, and who and what is making news.

I call these folks the Tweekies – Twitter Junkies.

Make no mistake, this is a growing tribe. Of people tuned into Twitter more than anything else. Who scour their timelines constantly. To stay in step. To stay ahead , by knowing what’s happening before anyone else does.

To read the news. To break the news. To share views. To make news.

Yes, Tweekies aren’t just information consumption junkies. But information dissemination and news generation junkies.  Starting with news that’s about them. And what’s happening around them.  The things that affect them. Both in the social stream. And outside it, in the real world. On the road. At the workplace. In restaurants. At airports. On flights.

Information is their currency of influence.  And 140 is their weapon of impact.

Opinions are no longer meant to be kept bottled up. Or shared with buddies over a beer.

But they are meant to be shared. As they happen. The moment matters. Even if it’s not the full story. It needs to be told. Shared. Spread. A tweet at a time.

You can spot these Tweekies easily. They are the most prolific tweeters. Not just in terms of putting out tweets, but also in terms of interactions via Twitter. At any given time, they have several conversation streams going. They always have something to say, er, tweet.  They do have their preferences in terms of topics, but their tweet stream generally has a healthy mix of what interests them and what’s happening around.

They are popular. Their Follower numbers are generally always on the up. Partly, it’s because of how much they share and say. Partly, it’s because most of them are real. They let their personalities come out through their tweets. They are open about their likes. Dislikes. Fears. Desires.

This tribe of Tweekies is interesting from a marketer’s perspective and can form an invaluable resource for them as their brands grow their Social Media presence and activity.

Here are 5 simple ways how Tweekies can be turned into an asset for a brand:

1. Look out for Tweekies. Analyse their tweet streams to determine underlying themes and interests. Cull out those Tweekies whose interests intersect with those relevant to one’s brand. Connect with them, provide them opportunity to interact with and experience the brand, and then let them go about their hyperactive Twitter lives.  But don’t look to lock them into a ‘influencer’ programme. They are free birds, and letting them be so will work best for a brand.
2. Get deep into their tweet streams to understand their triggers. As people. As parents. As friends. As co-workers… And yes, as consumers. Pick up on the threads that make them happy. And those that do not. Pick up on the emotions they express. And understand what brings them out. You may well find insights that could help shape how the brand communicates with them. What it says. And how.
3. Analyse their streams to understand what gets picked up by their Followers. What gets amplified. And triggers conversations between them and their followers. Look for patterns. Again, these could form great input for how a brand ought to speak in the Social stream. And also how it could connect with these followers. To build another layer of outreach. And influence.
4. Give shape to the chatter streams of these Tweekies as the brand interacts with them. This can be done easily by using devices like hash tags (#) to improve searchability and outreach.
5. Get your key blogger influencers to interact with these Tweekies in the Social stream. Doing so could have twin benefits: nurturing the brand’s relationship with them, and also providing added impetus to how their tweets are picked by their followers and amplified further.

So the question that comes to mind is:

Is it time to look beyond the usual ‘influentials’ and uncover the ‘celebrity’ hidden elsewhere, perhaps in the Tweekies?

The New Delhi edition of AdTech was held earlier this week. As I could not attend this year’s event, I did the next best thing – I scanned the tweet stream of the event. And picked up 20 tweets that told an interesting story.

Here are the tweets (edited to focus on their essence), and my views around them on what Digital marketers ought to do to make Digital work harder for their brands:

1. In a digital world, still critical to be true to the core value of the brand.

It must always about the brand and using Digital in a way that’s relevant to the audience, and smartly integrating the brand’s story and values into the interaction stream

2. “Users spend 1 out of every 5 minutes online on social networks.”

Little wonder then, brands must go where the audience is. The challenge is creating differentiation and going beyond the usual Promo-Like-Share-Win routine.

3. Brands that use data for real time marketing will be the ones who will succeed.

And the ones who will be way ahead of competition are those that co-relate fast data (online behaviours) with slow data (sales data).

4. Realise even to succeed on earned media you need money.

Social Media maybe free, but Social Media Marketing is not. More so, in an increasingly cluttered Social space.

5. ”It’s not about having a strong fan base but about having a solid business case.”

Both are important, but without objectives beyond fan numbers, Digital will fail to deliver for a brand after a point.

6. From Paid, Owned, Earned (POE) to Participation, Utility, Contribution (PUC)

POE is about the Where, PUC is about the What. Together, they can make Digital work harder.

7. There’s more to Digital than Facebook.

And there’s more to Digital than Social Media, and Augmented Reality and QR codes.

8. Putting up billboards saying, ‘Follow us on Facebook’ is not a social strategy.

Well, it’s certainly a way to promote Social presence offline. But simply saying ‘Follow us’ is a weak way to do it. Digital can be more effectively integrated into offline.

9. I’m fed of listening to the speakers. Time to listen to the audience.

Hear, brands, hear! Social is getting crowded with too much brand speak, too little audience speak. Don’t crowd them with your chatter.

10. Communication via Social Media is often casual, so true ROI comes about when users are entered into a company’s CRM system

It’s possible to nurture users right in the Social stream, even before moving them to conventional CRM.

11. Social handle of a brand should be in-house, to have direct control and quick response.

For that to happen, businesses will need to become Social businesses, and every employee become a Social voice. It’s a good goal to shoot for.

12. Screenification! Gamification!

Don’t get caught up in buzzwords. Focus on being buzzworthy by becoming relevant to your audiences instead.

13. Tie everything to the big idea, always-on engagement, friends of fans.

Ideas are the primary drivers of engagement. And yes, having ideas that spread through the ripple effect of fans is the best, and most likely to create waves.

14. Listen. Engage. Inspire.

Too many brands focus on the Engage, and forget the other two. Without them, engagement will remain shallow at best.

15. Don’t forget about ‘the boring basics’.

The coolest ideas and innovations are grounded in sound fundamentals. Too often this is forgotten.

16. The medium doesn’t matter as long as the idea is simple and presented interestingly!

With Digital, often the idea is IN the medium. But leaving the medium to do all the work is a recipe for failure.

17. A recent study showed people socially follow brands they already like. Social doesn’t make you LIKE a brand but lets you express DISLIKE!

It does both. But simply having a Like button and a promotion around it will not create a real like beyond the action of a click.

18. Brands are now Publishers.

Not just publishers, but brands need to be curators of content, as it’s not the business of most brand to create content.

19. Brands need to understand that they have to get more creative while going on digital.

In an increasingly cluttered environment filled with sameness, creativity can be a differentiator. Marry it to relevance to one’s audience and it can become a winning combination.

20. Brands can depend on consumers for real-time distribution but it’s a difficult task nevertheless

If brands help consumers make content their own, and provide easy ways for them to share it, they can help with this distribution. But the primary responsibility to distribute content and messages will remain that of the brand.

Fan and Follower acquisition seems to be a frenzy out there in the Marketing and Digital space.

Every day, you hear clients asking for a big boost in Follower numbers. And celebrating new milestones in their fan bases (which usually are numbers followed by several zeros!)

I’ve said for long (and never tire of doing so!), a Like on one’s Facebook page is good to have, but what really matters for a brand is the Life beyond the Like.

This article on the Freakonomics blog sort of supports my thinking:

http://t.co/bKvLqZxn

I am not saying that every one of this brand’s followers is following the brand for the freebies and incentives. That is perhaps far from the truth. And there are probably a large majority of Followers who truly wish to follow the brand because they like it (beyond a Facebook ‘like’).

But I am using this example to urge us all Digital marketers and brand custodians to think about the issue. And balance the rush of growing ‘fan’ bases with a focus to mean more and more to more and more of our Followers every day.

And thereby provide real incentive to our Followers. To make our brands something they like, love, adore. Enough to make them their own. And spread the word. To their friends (real friends, and not just Social Media ‘Friends’).

Which is turn would grow a brand’s fan and follower base. In numbers. Beyond just Social Media numbers. Hopefully, in the numbers that affect the business of the business. The Sales numbers.

Which brings me to a question:

Should the Follower who is lauded and celebrated be the one who achieves a numerical milestone once or the one who follows the brand… from Social media into the store… to her kitchen cabinet…time and time again?

After all, real brand love takes more to earn than a click on a Like button.

January 26th was India’s Republic Day — a national holiday, and a day when numerous flag hoisting ceremonies took place in India and amongst the Indian diaspora across the world. And ‘parades’, the most famous being the one in New Delhi, that’s been a fine show of India’s rich culture and growing military might.

But this year, the ‘celebration’ that stood out and caught the fancy of people across the world via the Internet was one that did not take place in India. Neither was it organized by a bunch of Indians with a patriotic streak in them.

It was a song and dance sequence done by the crew of a Finnair flight from Helsinki to New Delhi.  Rather than explain what it was, a look at this short video will tell the story better

http://bit.ly/wmejlU

This isn’t the first time flight crews have ‘performed’, and certainly won’t be the last.

Yet, for me there were some clear lessons from this performance that can help us marketers and digital folks who often spend sleepless nights ‘creating virals’.

1. Simplicity & spontaneity

These really help give a piece of content a human feel that attracts people to it. It also helps stay away from looking contrived and trying too hard. The performance was not perfectly choreographed. It was natural, and that’s what got it attention and applause.

2. Entertainment

While reality hits home hard, entertainment does even more. And when the entertainment is in the form of colorful musical Bollywood it does even more. By getting people to notice, get their feet tapping, creating involvement and spreading enjoyment. To the audience, and through them.

3. Context

Context is the most used and abused term in Digital marketing. Yet, it’s important. To strike a balance between your story and the context (of the situation, time or audience). The context of India’s Republic Day made this performance by Finnair crew relevant. Rather than have people wonder what’s a largely Finnish bunch of people doing dressed in Indian wear and dancing to Indian songs.

I understand every brand cannot be entertaining in a Bollywood sense of the term. But what every brand can be with regards to the content it creates and puts out is worth the viewers time.

This video certainly scored on all counts, garnering over 300,000 views on YouTube in a day.

An observation and question:

It’s time marketers and their agencies focused their energies on creating content that connects with their audience, rather than focusing on flogging stuff in the hope that it ‘goes viral’, isn’t it?

After all, a viral isn’t what you do. It’s what happens, when what you do seems right to the audience.

Over the last decade or so, we have seen a significant shift in the way Media is used by brands to reach, influence and engage their consumers. Not only has this shift been in the very nature of the Media options (Digital coming into the media fold, and growing in options and importance), but also in the way Media is managed.

Traditionally, a single agency managed both the Creative development of brand communications and the placement of those communications in Media (via planning and buying services). That role has since changed, with the Media aspects being managed by independent Media agencies.

This approach seemed to work well for a while. Till the nature of media itself changed. And got more complicated. And fragmented. And more interlinked.

With traditional options for print and television jostling with an ever growing suite of Digital media options. Not just that, smart Media partners found ways of turning everything that surrounded consumers into media itself. Shopping environments, the streets, work spaces… if it existed, it could be made media.

What this led to was a new creative approach to media. That created media opportunities where none existed earlier. Hey, wait a minute. Creative media? Yes, increasingly, one saw ideas that were intrinsically media. Rather than conventional creative, that used media for mere placement.

This approach turned media agencies into creative partners for brands. Where often the actual creative developed by the traditional creative agency is influenced by the creative media idea.

No doubt this has caused angst about who owns ‘creative’ and made the lines between creative and media agencies fuzzier. Usually to the benefit of the brand. Who now can get a double whammy via a double dose of creative. In the media and in the communications created.

In an increasingly cluttered media space with brands jostling for shrinking consumer mind space, the ability to bring together ideas and brands via media and technology is what will define the future of media.

This brings  a question to my mind: Will we see the coming together of creative and media agencies again? And with virtually everything turning to media, who will the balance tilt towards?

Interesting times ahead.

The new reality for us brand custodians and marketers today is that a brand is no longer about what we tell our customers it is, but it is what our customers tell each other it is. From a Digital perspective (and as we all know, Digital is fast becoming all-pervasive, and turning hitherto ‘conventional’ media into an interconnected amalgam.

I like to refer to this changing reality as the new W W W — not World Wide Web as we have long known it — but Whatever Whenever Wherever. Since this post is not about a case study of a single brand, I will try and explain the new W W W using myself as the illustration!

I often speak at events, and am usually required to send a profile of myself for use in the event material and to introduce me to the audience. Invariably, I tailor a profile, keeping the word count requested in mind. And more importantly, to present my background in a manner most relevant to that specific event and its audience. You could say, I seek to present my personal brand as appropriately as possible.

But voila! At the event, I find an introduction unlike the one I sent being used — and its usually created based on a cut-paste of information on me the organizers put together, often through a Google search. A case of the Whatever in action — you are Whatever your audience says you are.

The next new W is an important one, Whenever, related to timing. The optimal timing to ‘break’ a campaign, make an announcement, and be visible in market to consumers is stuff that gives brand managers and their agency partners many sleepless nights. Recently, I moved to a new job. And was thinking about how we should make the media announcement, and When.

But again, voila! The news broke before the formal announcement. Through someone who got an update informally. Yet another case in point — of how a brand is shaped Whenever your audience chooses it, often while you may be busy planning for the perfect moment to make a bang.

The third new W is Wherever — pointing to how audience preferred (and generated) media can often override ‘planned’ media exposure. Again, in the case of brand Me, my audience decided where they consumed the news, and where they chose to respond, interact and share it. So while, someone may have read about my move on Campaign Asia, they congratulated me via LinkedIn, and perhaps shared a link to the news via Twitter! Again, a case of the new Wherever in action.

So really for a brand to make a mark on its audience — it’s crucial to first accept the new W W W and then embrace it, and be prepared to shape the brand around what the audience does. Whatever they say, Whenever they say it, and Wherever they choose to say it.

Welcome to the Age of the new W W W.

The last few days have seen a great deal of chatter on Twitter and elsewhere in Social Media – on the changed algorithm introduced by Klout to measure Social Media influence. And how the changes have resulted in carefully nurtured (and built) Klout taking a tumble. In many cases, by as much as 20 points, virtually overnight.

The official Klout blog that has posts mentioning the changed algorithm is flooded with comments. I spotted over 900 comments on a single post, many detailing the unfairness of the changes, and how it’s impacted client relationships, job viability and of course, Social standing.

No doubt one of the defining features of Digital media is its measurability and the ability to tie all activities down to a numerical value for purposes of comparison with competition, correlation to objectives, and to determine that holy grail of marketing, ROI – Return on Investment, for those Social folks thinking Interaction or Involvement.

Of course it is crucial to measure. And to create benchmarks against which one can observe changes. And against which one can set goals. Klout provided one such measure. And I am sure will continue to do so. As will numerous other measures of Social influence.

But the point is not about these numbers alone. It’s about the influence and impact one creates  on one’s audience.  To recognize one’s brand (be it a personal brand, or a product or service brand). To believe in it. Enough to be willing to put down good money to try the brand. And then to continue to believe in it. To stay loyal to the brand.

And through this relationship with the brand, feel proud enough to tell other people of their association with the brand. And confident enough in its performance (quality, consistency, ability to meet and exceed expectations) to recommend it to their friends and peers.

It’s about winning a place in the hearts and minds of one’s audience.  And then earning the right of welcome to stay there. And becoming a part of the lives of one’s audience.

Beyond the transient changes taking place around. Be they in the form of new brands, promising better, faster, more, cheaper, cooler, and whatever else. Beyond the frenzied fashions of the season. Of the Hot List of the week.

Beyond the influence measures of a single Twitter handle. Or a bunch of Social Media handles tied together by a formula. Beyond Klout.

It’s about the influence one’s audience can exercise on behalf of one’s brand. In the manner it feels about the brand. In the manner it speaks about the brand. In the manner it shapes what the brand stands for. This in large measure continues to be in real world life, of which Social Media is just a small part.

For a moment, think of brands that you really care for. That influence you. In how you see the category. In the choices you make. In what you tell your friends about them. Then check their Klout scores. You may be surprised.  To find that the brands that really matter to you may not even feature on Klout. Or have rather insipid scores.

Yet they score high where it really counts. In your mind. In your heart. In a world removed from algorithms. And formulaic measures.

That’s real clout at work. And surprise, surprise, it’s spelt with a C, not K.