Who owns the brand today?
Thoroughly enjoyed the Economic Times strategy class 2015 and being a speaker on MarCom 2.0, gave an opportunity to discuss some very interesting insights that are fundamental to any marketing or coms strategy.
#Consumers’ flickering attention poses the biggest challenge
Count the no. of tasks that you plan or think of doing in the next 1 minute. (Please don’t count while meditating). While these times are most exciting for marketers with various co-owned platforms to talk to consumers than ever before, getting their undivided attention presents to be a challenge.
# Creative + Science of Data is the formula
Crucial is to understand the consumer ecosystem & biz challenges, be obsessed with fast evolving insights related to both and narrate exciting stories which consumers will take it forward.
# Brands will be increasingly owned by consumers
No longer marketing or coms team can decide in isolation how brand narrative would be. They need to partner with consumers (as various unique segments) and create narratives that will be jointly owned. Companies can conceptualize the narrative but the success would be measured by the level of involvement from consumers.
Thanks ET team for organising the seminar so well.
Writer
9 年Brand will only survive of quality and in case of India "PRICE VALUE" is maintained. Consumer is loyal to brand till the customer service with quality is given to him/her. As the population is huge, each and every brand can get space, however the larger chunk will only goes to the one who will offer "Worth of money via product"
Sales Coordination Senior Specialist at Beko Europe
9 年Customer ??
Married to Digital Marketing & FinTech, An Author who loves to write about Disruptive Innovations
9 年Customes!!!
Live I.T Love I.T Wear I.T DressCode | Creating a buzz for your business - Busy as AB
9 年Any good brand should always engage its customers. Today we have the ability to measure feedback quicker to make sure that the brand remains engaging for its customers