Top Story


Home >> Marketing >> Article

IMPACT Annv Spl: New twists in brand development

Font Size   16
IMPACT Annv Spl: New twists in brand development

Consumers are changing globally. Their attitudes will drive changes and be the harbinger of new trends. Brands, therefore, have to consider them, the environment and find innovative ways to play the game. Productisation and industrialisation of services in the next few months will further see this drive as service-providers continue to invest in “non-linearity” and bring per-account costs further down. This trend will help end-user organisations as they receive better service delivery at the same or lower cost.

The second aspect is when the Telecom Service Providers will enter the market - with cloud-based services seeing increased traction, traditional telecom players have started to foray into this domain. This trend will further intensify in the near future and we will witness increased competition resulting in further lowering of prices and improvements in offerings. And finally, the proliferation of Everything-as-a-Service.

New delivery models and methodologies will enable providers to help their clients be smarter about the way they consume services, and link system maintenance costs to the value generated by the processes supported by these systems. This trend will not only benefit the clients, as they will now be paying only for what they consume, but also will help the whole services market to mature.

1. Meaningful consumption - green activism, anti-materialism, return to fundamental societal values, green tech, energy efficiency, automation
2. Irreverence, a better tomorrow, transparency and accountability, a new world order – crowd-sourcing, Wikification, etc.
3. Simplification of cluttered life-spaces - unified communications, mobile payments, enterprise mobility, convergence, etc.
4. Escapism, virtual worlds, virtual economies - Second life, Facebook, Twitter, virtual goods, virtual friends, etc.
5. Addressing the BIG crew change – how do we fill the large mass of skilled workforce that retires now?
6. Ability to deal with change and make that a “new normal”
7. Going down to the basics of brand value measures

(Indraneel Ganguli is Head - Marketing, ANZ, APAC, India & MEA, Marketing & Communication at Mahindra Satyam.)



Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship