The Confederation of Indian Industry (CII) is organising Brand Summit 2010, a two-day international conference on brand building, with the theme of ‘Marketing disruption: How will brands woo consumers in the age of discontinuity?’ at Bangalore on February19-20 to discuss the challenges faced by the industry in connecting with the customers.
The Summit will have plenary sessions on Disruption by the New Age Customer, Rise of New Media, Disruption by Technological Advances, End of Television and Advertising As We Know Them, Co-Creation of Products, Commercial Content and Enhanced Consumer Experience, Engaging with Consumer Through Celebrities and Enhancing Shareholders Value.
Srinivasan K Swamy, Chairman, Brand Summit 2010, and CMD, RK Swamy BBDO, said, “With the constantly changing consumer profile and the ever evolving media mix, the complexity of staying in touch with the consumer has become a serious challenge. Add to this the fact that technology is a great leveler and brings about parity products much sooner than before and how they are leading the age of convergence in media. In this context, the Summit would look at the challenges for the industry to connect with the customers in the ‘era of discontinuity’ and would provide some directions as to how to build brands and stay relevant.”
Talking about the ‘age of disruption’, Swamy observed that marketing disruption was taking place at three interconnected levels: Consumer, Media and Technology. The Global Millennials, people who are born between 1982 and 2000, have grown with instant and continuous multi-media communications, entertainment and social networks and are more dependent on technology than the previous generation. “Millennials are continuously plugged into their iPods, mobile phones, video games, PCs, televisions, and social networks, and they constantly multi-task. Millennials consume so much media and entertainment through so many different channels that they receive over 3,000 distinct advertising messages each day. This bombardment of sales messages and fragmentation of media use, make Millennials difficult to reach, and equally, they are highly sceptical of marketers’ messages,” he said.
He added that convergence was taking place between TVs and computers. “The hand held devise could be a combination of phone, TV/ radio/ music/ gaming device, video/ still camera, mobile bank, Internet gateway, social network console, chatting devise, e-commerce device, etc. At another level, technology can cut out commercials and beam only TV programmes. Internet makes TV programming time irrelevant since one can choose to watch programmes when one wished. And the medium itself is more interactive and has evolved to become more relevant to the changing needs of the customer,” Swamy said. He also emphasised that in the age of convergence, it would be self-evident that brand values would erode and the only thing that could make a difference in the coming decade was sharp marketing efforts that kept brands relevant and differentiated.
Swamy said that the Summit was expected to attract over 400 delegates from across India. The profile of delegates and participants would include CEOs and senior management in marketing, advertising, marketing communication, corporate communications, public relations, besides, sales, branding and business development from various segments of the industry.
Union Minister of Information & Broadcasting Ambika Soni has been invited and is expected to deliver the inaugural address of the Summit. Captains of the Indian industry including Adi Godrej, Chairman, Godrej Group; Rahul Welde, Vice-President Media Services, Unilever Asia and Middle East; Punita Lal, Executive Director (Marketing), PepsiCo India; HS Goindi, President - Marketing, TVS Motor Company; and Mayank Pareek, Executive Officer - Marketing & Sales, Maruti Suzuki Ltd, are expected to address the Summit.
The Summit also features some distinguished speakers from the US such as Tim Love, Vice Chairman, Omnicom Group Inc; Dr Saul J Berman, Partner, Global and Americas Business Strategy Leader, IBM; Andrew Robertson, President & CEO, BBDO Worldwide; Peter Shankman, Founder and CEO, The Geek Factory; Rohit Bhargava, SVP - Strategy and Marketing, Ogilvy 360 Digital Influence; Deepak Srinivasan, VP Corp and Business Development, Ankeena Networks Inc; and Jonathan Howlett, Director - Airtime Sales, BBC World from the UK.