It’s an era of brand experience, not of product branding: D Shivakumar

15 Feb,2013

By A Correspondent


All India Management Association (AIMA) kickstarted its two-day 3rd World Marketing Congress in the capital. The congress, themed Marketing Myopia 2.0, aimed to explore the future of marketing and to identify the challenges that marketers face due to the changing market scenario.


Srinivasan K Swamy

Inaugurating the event, the congress chairman and R K Swamy BBDO Chairman & Managing Director Srinivasan K Swamy said, “The consumer today wants more for less and quickly, which is making product lifecycle progressively shorter. Also, there is a lot of media today but not enough consumer engagement. The marketers face significant challenges in this age of digital media.”


The congress took up several marketing issues for discussions, including the new age customers and grabbing their attention, extending product lifecycles, defining business based on customers and not products, using the internet to gain competitive advantage and the rising importance of earned media.


Making a presentation on the occasion, D Shivakumar, President, AIMA and Senior Vice President, IMEA, Nokia Ltd, said, “Marketing has changed fundamentally. It’s an era of brand experience and not of product branding. Also, today, space is no longer only the physical location of business but any space where consumers can access it.” He also stressed that marketers could no longer treat the digital media as a niche. “In fact, digital media is becoming the main media to reach out to the youth,” he added.


Mick Gordon, CEO, Ipsos highlighted that with digital platforms converging, it is important that brands start dreaming in digital. Anisha Motwani, Director and CMO, Max Life Insurance was of the view that brands need to connect with consumers every day. Concurring with Ms Motwani’s view BCCL President Arunabh Das Sharma said, “In the digital age, the concept of product life is dead and thus, one should focus on brand life cycle and values.”


Gyan Gupta, CEO, Dainik Bhaskar, Digital Business, IMCL said, “The need for news has not changed, only the way people access the content has changed. Paper is not the mainstay, it is the content.” He further added  brands need to adapt themselves according to how the consumer wants to see the brand.


Talking about earned media and paid media, Bhaskar Sharma, Director and GM, Red Bull India said, “Earned media for any brand remains distinct and credible, it is cool to share on all platforms. It results in high level of reach and engagement. The only issue being there is no control on how, and where it would appear.” Suhel Seth, Managing Partner, Counselage India said, “Earned media is about hinging on credibility of the brand. Earned media adds as a short buffer. What is more important for brands is that they remain relevant to their brand promise.”


More than 250 marketers attended the Congress on its first day. The highlight of the event was the presentation of the AIMA’s R K Swamy High Performance Brand of the year Award, which was bagged by Apollo Tyres this year. Rajesh Dahiya, National Head, Sales & Marketing, Apollo Tyres received the award. Speaking on the occasion, Rekha Sethi, Director General AIMA, said “It is perfect time to debate marketers’ response to the revolutionary changes in the technologies and consumer behaviour.”


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