Brands need to transform from value to values: Vishnu Mohan

What really makes a brand meaningful and connected is personal wellbeing and collective wellbeing, feels Vishnu Mohan, CEO, Asia Pacific, Havas Media

by Abid Hasan
Published - Mar 6, 2012 7:37 AM Updated: Mar 6, 2012 7:37 AM
Brands need to transform from value to values: Vishnu Mohan

“The relationship between people and brand are eroding because consumers are not feeling the outcome of the brand for themselves and to the context individually. Both these area are becoming real problems. What really makes a brand meaningful and connected is personal wellbeing and collective wellbeing,” observed Vishnu Mohan, CEO, Asia Pacific, Havas Media.

He further said, “There was an era when brands could survive because of their product, but those were the functional days. They then moved to an aspirational age, where we strike to trigger consumers’ emotions and today, we are really talking about the third generation. It is not just about ‘I’, it’s about ‘us’ and thus, brands need to communicate about us rather than me, and that’s where we are seeing a lot of action.”

According to Mohan, in order to be valued, brands needed to transform from value to values. “This is what we are going to see in the future,” he added.

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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