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Make brands meaningful

Make brands meaningful

Author | Abid Hasan | Wednesday, Mar 07,2012 8:00 AM

Make brands meaningful

The relationship between people and brands is eroding because consumers no longer feel connected to the brand. A brand can be truly meaningful and connected in the real sense of the work when it demonstrates personal wellbeing and collective wellbeing, observed Vishnu Mohan, CEO, Asia Pacific, Havas Media.

He elaborated by saying that today it has become imperative for brands to engage with customers on a personal level. Brands need to communicate to customers that they are an integral part of its corporate family.

“There was a time when brands could survive merely because of its products. But those functional days do not exist anymore. Then came an aspirational age, wherein brands succeeded by triggering consumers’ emotions. The current time is a different ball game altogether,” said Mohan.

He further explained that today’s consumer belongs to the third generation and for them just talking about the brand and its products does not suffice. They need to make customers feel that they are part of the whole ecosystem. Hence, today’s customers need to be given the ‘us’ experience rather than the ‘I’ experience.

Brands need to step up their game and recognise customer needs and demands. Only after it manages to meet those relevant demands, will it be valued by customers.

Vishnu Mohan was a speaker at AIMA’s second annual World Marketing Congress, held in New Delhi on March 2-3. The theme for this year's congress was Exploding Marketing (Power).

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