Das ka Dum with Dr Bhaskar Das | Last week, Kantar announced India’s Most Purposeful Brands. Would you say that a lot of brands play the purpose card just to curry favour with consumers?

29 Nov,2021

Bhaskar DasSo do people do their purposeful stuff for a cause or to influence perceptions? We asked Dr Bhaskar Das this question given the Kantar BrandZ report unveiled last week for the November 29 edition of Das ka Dum. Read on…

 

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Q. Last week, Kantar tweaked its annual brand study to announce India’s Most Purposeful Brands. Would you say that a lot of brands play the purpose card just to curry favour with consumers?

 

A. Purpose is not a playing card. One can play it at their peril as purpose, even if played volitionally, is a deduction by the stakeholders, and can’t be a platitudinous declaration. Consumers are intelligent. One can hoodwink them, for some time and fool some stakeholders, but can’t do so for all for all the time. Net positivity can’t just be a jargon or a CSR gobbledygook.

 

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