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What Makes A Brand Great Today?

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A uthenticity is the standout consumer value in 2017.  What does 2017 have in store for us as marketers? According to the research reports released by Euromonitor International the one factor that is going to create the maximum impact is ‘ authenticity’ . If marketers really want to connect with the millennial consumers then they need to work on their authenticity. What is also important to note is that the Edelman’s Annual Trust Barometer showed a global decline in trust with less than 50% people trusting brands? The bigger the brand the lesser the trust. One of the main reasons for this has been the Internet .It has made consumers very informed and brands need to work hard to establish their authenticity. They need to take specific steps to show consumers that they truly care for them. The search for authenticity has seen a rise since 2010. According to psychologists some of the key factors why consumers are getting drawn to products that claim ‘authenticity’ were trends like globali
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Consumer Maange More!

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The times are changing and so is the customer. The culprits are technology and the Internet. Thanks to them, things are changing at breakneck speed for marketers as the Internet and the technological revolution has made the consumer want more and more and there seems to be no stopping. In the early days, it was all about identifying the needs and wants of the consumer and trying to satisfy those needs with the right product. That product was then wrapped around an alluring message highlighting the benefits of the product and how it would change the life of the buyer. That’s all changed now. Today, it’s no more just about the product, its benefits and the branding message; it’s about the ability of the brand to connect with the consumer, to build a lasting relationship with the consumer. And that has become a difficult task for the consumer of today is insatiable and ‘maange more’ before he trusts you with his loyalty. Consumer maange more value Marketing was all about building a brand
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Brands & Billionaires Of Tomorrow Will Be Built On The Internet

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Of the nouveau billionaires on the block, the ones causing maximum disruption are those running technology firms; by RAJITA CHAUDHURI Anybody can be a Billionaire The annual list of the world’s billionaires is out. There are 1,810 billionaires in the world today (down from 1,826 last year). However, what’s interesting is that approximately 65% of these are self-made billionaires. Billionaires of today are not necessarily those born with a silver spoon; rather, today, like never before, the world is seeing the birth of billionaires who have started from ground zero and made it to the top. Out of the whole list of billionaires, 198 are new to the list; and of these newcomers, a large portion has come from the fields of manufacturing, real estate and technology. Out of these three fields, the one that’s causing the largest disruption is the field of technology. Take a look at the newcomers on this list and you will see that most of them are heading companies that are rich in technology an
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New kids on the block

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The new set of consumers is going to be very different from the old set that we as marketers have been used to; and hence reaching out to them is going to be different too. Look around you and you will see a generation that’s growing up in households with no landlines as everybody in the family and outside (even the vegetable vendor) has a mobile. This generation is growing up in schools where most projects and assignments are typed, so they don’t write much with pen and paper. This generation is growing up in a world where ‘instant’ is the buzzword – from food, to movies, to shopping –they want it instantly and they are actually getting it instantly too. This generation values its Internet connections more than anything else. It’s a whole new world, a whole new culture that is emerging. This generation is going to impact the world in a way no other generation has impacted; and it’s going to influence other people of other generations too. So it’s imperative that we as marketers unders
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What’s common between Narendra Modi, Sholay, Microsoft and The Beatles?

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Narendra Modi is the new star of the political world, whose charisma refuses to fade. He has given hope to not just his nation but the world too. His success run just doesn’t seem to end. However, if you look closely you realize he is not a one-man army. There is another person always next to him, his close confidante who is equally responsible for the thundering success of BJP and Modi. The man is Amit Shah. Together, the duo is creating magic. They are the best partners and their partnership is the secret of their success. POWERFUL PARTNERSHIPS. Modi and Shah are the new age Jai and Veeru of Sholay! The iconic film and its unforgettable story of two friends is the best example of what a great partnership can do.   PARTNERS History is full of examples of great partners. Be it Narendra Modi and Amit Shah or Sherlock Holmes and Watson. It’s the pairs that together have done wonders and achieved great results. Man is a social animal and the smallest possible social unit is a group of two
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LET’S GET PERSONAL

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More than forty years ago, Peter Drucker had said, "The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself." The key words here are ‘know and understand the customer’. Never in the history of marketing has this point been more important than now and never has it been easier to know and understand a customer than now! The relation is simple – the better you know them, the better you can serve them and the lesser you need to market to them. Personalization is nothing new to business. A lot of companies have been following this business strategy for a very long time. Take the case of Dell. It’s been personalizing its computers for decades. Nike and Adidas allow customers to design their own shoes; the BMW Mini has a facility where customers can design the roof of their car online and it will be made accordingly. Even banks are giving customers the option to design their cheque books and credit cards. Ikea
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BUSINESS IS ALL ABOUT SHARING

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In June 2014, Google launched a new version of Android named AndroidOne that would help smartphone makers to make very cheap smartphones. This latest software platform will be launched in India first in collaboration with three smartphone manufacturers: Micromax, Spice and Karbonn. Google has partnered with these three manufacturers so that they can pool in resources and make high quality, low priced smartphones.     The mission? Google and the head of its Android division Sundar Pichai want the next one billion smartphone users to be their customers. How? Google will do all the hard work. It is figuring out all the material costs and giving support to all the low-end smartphone manufacturers. And not just the software support, but also the hardware support. This is being done to decrease the total cost of the phone to try and keep it under $100. Add to this the fact that Google will also invest Rs.100 crores with its partners on advertising and marketing of the $100 smartphone! Why is
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