“Brand building is what all marketers look for. Marketers roll out products and undifferentiated brands to capitalise on the emerging opportunities. But media partners, instead of helping brands create memorable and meaningful consumer connections, are trading ‘agencies’,” remarked S Yesudas, MD, India Sub-Continent, Vizeum.
While speaking about the Kerala market, Yesudas noted that Kerala is a retail driven mindset, which is causing everything to be looked at from a short-term window. “Trade discount/ audience buying-selling is the only game played – and it suits media owners and the agencies. Unfortunately, many marketers live in a mythical world, where they believe they have won,” he added.
According to Yesudas, Kerala is no longer a one-size fits all market. Speaking further on the Kerala market, he pointed out that the audience split has caused an explosion, and a plethora of new channel launches and media owners are unchallenged to deliver connection platforms. Traditional mass media are becoming a mass of conversations. Globalisation has also led to a world of convergence, wherein content and consumers are coming on multiple platforms and devices and content is ruling the roost.
He believed that there are still big opportunities to reinvent the way brands are built. Share of voice in later stage becomes share of vision, and share of expenditure becomes share of empathy for brands. If marketers put the brands in the middle of conversations, then the brand will automatically reach out to the consumers.
Yesudas added, “The leader is the most influential and talked about brand in the market and has high market visibility and preference. Brands can continue with market leadership only through innovation and by staying relevant. Unlocking the full potential of media in a convergent world creates the greatest brand experiences.”
As Bob Proctor had once said, “Accountability is the glue that ties commitment to the result.” The need of the hour for brands is to unlearn the old and learn new things; failure is okay, but reviewing the failure and feeding it forward is a very crucial, long-term vision. Hence, it is imperative to celebrate consumers, create agency partnership by choosing someone who will offer investment advices and not to save, and create clear KPIs and accountability.
S Yesudas was sharing his views at an event organised by the Kerala Publicity Bureau to mark its 50th anniversary celebrations, where the spotlight was on the Kerala market.