Dear Reader,

Welcome to Between Calls, your weekly dose of hand-picked stories from the worlds of digital marketing, wellness and science. Blending commerce, consciousness and curiosity Between Calls brings you insights to make you think and think again.

This week we are discussing brand safety, dissecting fermentation and diving headlong into the undersea voyage of data. First is a guide to safeguarding trust for your brand in an unpredictable online world. Then, we will move to the surprising benefits of fermented foods where bacteria meet wellness. Finally, we uncover the secrets of the undersea cable network which is the silent backbone of our hyper-connected world. Happy Reading!

Kabir says : A brand safety advisor, a fermentation expert and an undersea cable deployer walk into a bar. The brand safety advisor says, "I make sure brands don’t get contaminated with bad press." The fermentation expert just chuckles, "Funny, I do the opposite by contaminating things enough so that they get better” Meanwhile the undersea cable deployer just shrugs, " And I make sure no matter what happens, the world sees it instantly.”

DIGITAL MARKETING

Protect Your Brand

What’s the cost of a single ad gone wrong? In a hyper-connected world, one misstep like your ad appearing next to harmful or offensive content can destroy years of carefully built trust in an instant. Just ask top FMCG firms who have suffered such mishaps. With billions poured into digital advertising, ensuring your brand message appears in the right context has never been more critical. This isn’t about playing it safe, it’s about being strategic, it's about being prudent. 

Proactively managing ad placements, excluding sensitive content categories, leveraging AI-powered social listening and aligning with platforms that share your values are no longer optional. These steps ensure that your brand not only avoids pitfalls but also strengthens its reputation in a competitive landscape. The future belongs to brands that prioritize reputation over quick wins. Are you ready to protect what matters most?

WELLNESS

Waste to Taste

Did you know that a lot of your kitchen waste could be made into healthy and tasty food? Enter probiotics or microbes which convert waste to taste. Kimchi, yogurt, kombucha treated foods are taking over kitchens and for good reason. These probiotic rich foods not only improve digestion and strengthen immunity but also nourish the gut-brain connection, promoting mental well-being.

Fermentation goes beyond personal health because it’s also a sustainability practice which converts potential food waste into flavorful, nutritious items. With every jar of sauerkraut or batch of miso, you’re embracing a process that benefits both you and the planet. Fermentation is more than a food trend, it’s in fact a lifestyle upgrade. So, what was the last fermented item you had? 

SCIENCE

Undersea Data Highway

Did you ever think of the path your data takes every time you use the internet? What if I told you that the chat you just had or the video you were streaming yesterday traveled a hidden route under the oceans. The internet is a series of tubes, a vast network of fiber-optic cables stretches across the seafloor, connecting continents and enabling the digital world we rely on.

These undersea cables handle immense data loads daily, yet they remain vulnerable to natural disasters, fishing nets and even curious marine creatures. The Tongans found this out the hard way a few years ago when a volcano eruption cut them off from the online space for 3 days. In fact, finding new cable routes and cutting-edge technologies are critical to keep the internet running smoothly. What lies beneath the surface is as fascinating as the technology itself, this is a recommended read. 

PROMPTITUDE

Ignite Ideas, One Prompt At A Time: Plug in this prompt to any LLM and learn more about Digital Minimalism.

As a leading fermentation expert with decades of hands-on experience, create a comprehensive, beginner-friendly guide to the art and science of fermentation. Define fermentation and explain its fundamental biological processes using clear analogies and everyday examples. Break down the different types of fermentation and their unique characteristics. Explore various fermented foods across global cultures, from sauerkraut and kimchi to kombucha and sourdough, detailing their production methods and health benefits. Address common misconceptions and troubleshooting tips for home fermentation projects. Include practical steps for beginners to start their own fermentation experiments safely. Discuss the scientific principles behind fermentation while maintaining an engaging, accessible tone with helpful visual descriptions. Your goal is to provide readers with a thorough understanding of fermentation processes and inspire them to confidently begin their own fermentation journey.

FROM THE BOOKSHELF

To do this week : Curious about how to turn everyday ingredients into probiotic-packed superfoods? Watch this guide on how to ferment almost anything.

Watch here 

Stay Informed, Stay Ahead!

About the author: abhinavchetan.com

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