Brand marketing: The challenge of Building a Brand Everyone Loves

Are you brand loyalist? Do you love your brand? Do you know what goes into making a brand successful? The session on Brand marketing: The challenge of Building a Brand Everyone Loves at Retail Leadership Summit 2016 (RLS) explored the various elements that goes making a popular brand.

Moderated by Jeffrey Tull of Deloitte, the panel included the following distinguished speakers:

Pushkaraj Shenai, CEO, Lakme Lever

Mahesh Murthy, Founder, Pinstorm. Co-founder, Seedfund

Nissan Joseph, Managing Director, Crocs India Pvt Ltd.

Rajesh Jain, Managing Director and CEO, Lacoste India

Rajiv Nair, Chief Executive Officer, Celio* Future Fashion Limited

Richa Kar, Founder and CEO, Zivame.com

Taru Dahiya, Head of Sales – India, Google for Work

Jeffrey Tull of Deloitte observed that strength, challenges and opportunities are different for every brand. We rely on individuals to bring that brand alive in consumer’s mind.

Speaking about the immensely popular brand Lakme Lever, CEO Pushakaraj Shenai said sustaining the brand was the biggest challenge. However, to him it was as much an opportunity as a challenge. Out of the various factors of brand building, purpose and passion were the most important as also personalisation. Not just consumers, employees to have feel positive towards the brand. “We are in the service business. If our associates or consumers are not feeling good, then we need to re-think on our strategy,” he said.

Richa Kar, Founder and CEO, Zivame.com spoke about the challenge of creating a good consumer experience in the digital space. She said that since online retail does not have certain elements of offline retail such as high engagement, high face value business, product and experience play vital role. We need to constantly communicate with consumers to know their needs and build on it. In both channels the level of experience are totally different. There are emotional and logical factors too involved.

Mahesh Murthy, Founder, Pinstorm. Co-founder, Seedfund said it was always fun to watch people love products. Rajesh Jain, Managing Director and CEO, Lacoste India to inspire positive feelings towards the brand, it’s important to believe in brand environment and continue to do lot of things. Especially in offline four factor especially matter: Product and quality, Innovation, Freshness and Consumer services. If the consumer feels pampered, it really makes a big difference to brand perception.

Taru Dahiya, Head of Sales – India, Google for Work felt that finding the perfect brand was like finding the perfect partner. What are the things people look for their perfect partner? Nature, character, personality and compatibility. She advised that brand custodians should listen to the consumers, show them they are there out see the difference. “Once you are connected with consumers you create a magical spark,” she said.

Rajiv Nair, Chief Executive Officer, Celio* Future Fashion Limited feels that how passionate you are about a brand is where the difference lies. Great assortments and great products and consistently reinventing the brand and high focus on staff and services is very important.

Nissan Joseph, Managing Director, Crocs India Pvt Ltd, it is important to focus on insights of sustaining brand and the brand grows eventually. He added that we need to create an experience without walking to the store. Extraordinary brands are built by going out of way to connect with consumers.

The retail environment is changing, competition is increasing and market share is fragmenting. The consumer believes in “Now”. They want immediate product at their home.

In such a scenario for a brand to be liked, there are two important aspects according to Taru Dahiya 1) Immediacy and loyalty 2) Intend and Identity. The intent to purchase and identity of company matters a lot.

According to Mahesh Murthy it’s not just consumers but even partners of the brand need to stay loyal. We as brand have to protect consumers and create an amazing experience. The key to loyal is getting people loyal before you get loyal.

Monish Chandan, www.monishchandan.wordpress.com

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