Vishnu Mohan, CEO, Havas APAC, presented some alarming facts regarding consumer behaviour and the various ways through which a brand could cope up with them, at the exchange4media Conclave, held in Mumbai on July 15, 2011. Jagran Group was the presenting partner of e4m Conclave.
According to Mohan, for a consumer, 66 per cent of the brands did not even matter. If these brands were to go off market, a consumer wouldn’t even bother. This was an alarming sign for brands, he said, and hence they needed to resort to methods of communication that could help their brands be visible in the eyes of a consumer. Thirty-three per cent of the brands were meaningful in the eyes of half the population, which includes names like Pepsi, Unilever, Google, and so on, and the credit could be somewhere given to their meaningful and appropriate communication strategy, he noted.
Mohan further stressed that being different was not enough, making a difference was the key to success. He said, “Meaningful brand campaigns create superior value for the shareholders. Meaningful brands have stronger brand equity, and a meaningful communication can maximise brand value by enhancing quality of the brand. Quality, thus, becomes a key in developing brands.”
He focussed on the fact that developing economies like India, China, and Brazil showed the real picture of a brand. These were the markets that helped decide the real position of where a brand stood. And in order to build a brand’s value focus should be on communication, where the focal point was not just talking, but building relationships, Mohan concluded.
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