HT Brand Leadership Series - HT Brand Leadership Series
New and emerging technologies have ushered in huge possibilities today. From creation to distribution, they are enabling brands to forge bold paths, engage new consumers, and create fresh new narratives along the way.
““A brand is no longer what we tell the consumer it is -- it is what consumers tell each other it is.”“
““You’ve got to start with the customer experience and work back toward the technology, not the other way around.”“
““It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”“
“There’s too much mediocre content everywhere. People have very little time and attention. Therefore, it’s important for brands to create content that is inspiring, engaging, informative, or even fun.”.
Ghose also talks about how practising inclusivity isn’t a part of Wipro’s brand-building activities. Rather, it’s “something that is done by the organization holistically, any which way”.
#HTBrandMasters features CMOs, brand leaders, and marketing experts talking about topics that are setting the industry abuzz.
Marketeers need to own up to the impact of the product or message they are putting out for kids.
Brands need to go digital, social, and responsible to survive. Otherwise, they can expect trouble.
Relevance and aspirations need to be addressed in the same breadth in today’s digital age. It is important to create engaging content in snackable and long formats for the right platforms.
Millennials do not like brand advertisements. They are sold on content. User-generated content is consumed majorly by this generation.
There are two distinct millennials – evolved (urban) and aspiring (rural). Brands need to produce content that caters to both these segments.
Women take to technology faster. They are more pressed for time and are always juggling multiple things at a time
Customers feel chased constantly. At times, there is even an invasion of privacy. Brands need to realise that they can’t lose the human touch while using technology
In the next 5-7 years, we will see a simplified buyer’s journey. And, this buyer’s journey will have three core elements: education, engagement, and experience
Customer loyalty is like mercury—when the brand is hot, the mercury level is up. And, when the brand is cold, the mercury level is down
Brand trust is important for financial services organisations. Offline or online, customers would like to see whether they can trust a brand to stay with it for a long time
Relevance and dynamism are important for brands to grow along with trust. Many brands have died because they were out-imagined
Communication is now two-way. The customer is interactive on the digital space, share expectations or comment about products. This has helped brands to reposition and enhance trust
Technology has to be used to reduce the time people need to get information. Trust is built if you are prompt in letting people know. Speed is the essence of our brand
Digital can aid the banking process and make it faster. But one of the most important factors in building trust is the human quotient
You have to sell financial products that will actually stay with the customer for a long time. This is the only way to ensure customer stay with your brand
Consistency of service and consistency of experience is very important in brand building. One angry customer on social media can do all the disservice to the brand
It is important in the financial sector to give consumer simplicity and all the services he needs under one brand. The customer is always looking for convenience
Marketers need to put themselves in the shoes of women today. Understand their trials and tribulations, understand their moments of joy and understand what they go through
If you are selling something today, sell it to women. They are waiting to be spoken to
The goal of a video is about reaching millions and the operating word for viral is share-worthy. If someone shares your video that means that person gives you incremental reach.
A lot of video content is not just consumed online, its also consumer offline and as marketers we need to be very well aware of that.
If you give consumers what they really need, or what they are really worried about they will consume it.
Micro video ads work more for millennial when they are on the move because when you are in transit your attention spans are lower.
Today almost 43% customers see an online video before they buy a car. Each medium has a role to play and videos need to be created as per the needs of each medium.
A brand doesn’t need to say everything to everybody. You need to segment your market and you need to figure what to say to whom
Long format ads are not content. Content is as editorial practice.
People are now consuming content when they want to, and you have to be there with the right audience on the right platform when they are consuming their content.
In today’s day and age it is important for brands to first get attention and then create a meaningful brand story.
Brand building doesn’t happen on the internet. The brand has to be built for a connected audience because your audience also has an audience.
Today we are talking people who are digital natives, they are no longer adopter. How do you get empathy for an educational brand? That really is the challenge – creating empathy.
The good news with digital marketing is, we have metrics and we can actually measure everything in the ROI but the question is are we under the overload of metrics. Is are creativity getting subservient?
New age marketing provides vital and effective solutions which are measurable, which allows you to interact with consumers and help create right influencing experiences with consumers and hence helps grow your brand.
Brands have 2 parts – one is the search effect (logo, the emotions) and the second is the experience effect (where you experience the product and then decide if you like the brand).
Context and concept are very important when you are translating to other languages.There are a lot of nuances that you have to take care of when it comes to vernacular.
Internet 1.0 happened to us when we saw desktop. Internet 2.0 happened with mobile-first and internet 3.0 will be about local languages and local innovation.
Not everybody is well-versed with the English language. Most people feel that their native language is their first choice and hence it is important to have deep routed customer journeys that are native.
Digital us is a complete hygiene today, your life can’t be staying out of digital. Why do marketers or digital evangelists feel that digital has to be treated? That notion has to go.
India is homogeneous country with a heterogeneous market. We need to use a mix of media to reach out to consumers, to cater to their different needs.
Vernacular is driving growth both in terms of readership and advertising. Across the digital spectrum – search, social and entertainment are the ones where the vernacular usage has exploded.
English is going to become minuscule. Local language content is growing faster than Hindi, it is growing at 60%.
People are now consuming content when they want to, and you have to be there with the right audience on the right platform when they are consuming their content.
The basic ABC of every brand is ambition, barrier and challenge. The fundamental question then arises – is your content or communication addressing these three areas?
In India we have about 125 million people who can understand and speak English compared to 500 million people who speak Hindi. So the challenge is to reach these audiences and make content in regional languages
In the business of content creation, don’t just think short term. A six or nine-month period won’t work for you as far as content strategy is concerned.
Content is no longer just a great idea. Today you need to measure your investments in branded content exactly the same way you measure your investment in any other communication.
Are organizations today creating a better workplace experience for women?
With the launch of the digital revolution, we went from speaking to customers through a few channels to lots of channels.
Marketing must be able to drive change in the way the business model manifests itself for our customers, influencer, and channel partners.
The digital revolution is here to change how we do business, how we interact with our consumers, and how we make them a part of our brands.
It is important to find the real influencers, and nurture them through your brand story.
When we were growing up, the customer journey was linear and marketing was simple. But in the last 20 years, a lot has changed with multiple avenues of information.
Today, data is driving insights, strategies, and creativity.
One of the challenges that most marketers are facing today is to how to have a consistent mode of communication with customers.
Marketeers need to own up to the impact of the product or message they are putting out for kids.
Brands need to go digital, social, and responsible to survive. Otherwise, they can expect trouble.
Relevance and aspirations need to be addressed in the same breadth in today’s digital age. It is important to create engaging content in snackable and long formats for the right platforms.
Millennials do not like brand advertisements. They are sold on content. User-generated content is consumed majorly by this generation.
There are two distinct millennials – evolved (urban) and aspiring (rural). Brands need to produce content that caters to both these segments.
Women take to technology faster. They are more pressed for time and are always juggling multiple things at a time
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