“Sticking to the basics helps a brand grow irrespective of economic cycles,” said Viral Oza, Marketing Director, Nokia India.
He further explained that there are certain core factors that need to be focussed upon and kept consistent irrespective of the outside environment. These he said were what the brand stands for, how it engages with consumers, what it means to consumers, etc.
It is important to keep investing in the right thing, said Oza.
Talking about courage of conviction, Oza said, “It is always easy to talk about the vision and brand’s belief when everything is going well, but the true test is when things get difficult. Do you stand by those beliefs? This is what makes brands and leaders stand apart.”
One medium isn’t better than the other. The important thing is to be present where the consumers are.
What remains important is that it is no longer about the brand talking and consumer listening; it is about the brand going to the consumer who are willing to listen in a context they want and engage with them.
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