Unveiling the theme for exchange4media's first edition of Conclave-South

The first e4m Conclave- South will be hosted in Bangalore on December 1, 2017. The theme of discussion at the event is ‘Making Brands Purposeful’

e4m by exchange4media Staff
Updated: Nov 21, 2017 9:04 AM

The exchange4media Group has extended the reach of its flagship event, the exchange4media Conclave, to South this year launching a Southern edition for the first time in the event’s history. The first e4m Conclave- South will be hosted in Bangalore on December 1, 2017. The theme of discussion at the event is ‘Making Brands Purposeful.’

The e4m Conclave enjoys the reputation of being a forward–looking exercise that strongly influences the direction taken by marketers in the coming year. With the changing eco-system and increased complexities in the world of advertising and marketing, brands face tremendous pressure to stay relevant and deliver purpose to consumers. It has been proven beyond doubt that brands that are purposeful and effect a positive impact are loved and invested-in by consumers.

exchange4media spoke to some industry experts about the theme and its relevance in today’s world. K Madhavan, Founder Member & Managing Director of Peps Industries, said, “This is a very apt topic to discuss. It is mandatory for a brand to have a purpose. Today consumerism is at its apex with customers' buying capabilities rising exponentially. Whatever the brand maybe, it needs to have uniqueness. If your brand doesn’t have a differentiator and only the product has differentiation, then it won’t be enough to compete in the market. That differentiation is provided by the brands’ purpose.”

Aditya Save, Co-founder of Agilio, said that brands cannot exist in isolation. “This helps them remain relevant. Good brands will always look at differentiators. Humans love to belong to something. Brands can explore that cause then build a rational bond in between the people and brand. When there is a need based brand then the proximity will increase between a customer and the brand. Brands should be able to define category sustainability,” he said.

Karan Kumar, CMO of Fab India, said that brands should not exist without a purpose. “These days, features are being sold. Purpose cannot be to monetize the product value. Brands with a purpose will always win. Customers come only when it has a story, essence or a purpose that the customers can resonate with. Feature lead product marketing has never been successful. The same feature or better can be found in another brand or product. Purpose provides that uniqueness to a brand which helps a brand go a long way,” he said.

The event is being partnered by Deccan Herald (Presenting partner,) Colors (Powered by partner,) MM Online (Online partner,) Indianexpress.com (Co-Gold partner) and Asianet News Network (Associate partner.) It is also being supported by the Advertising Club Bangalore, the Advertising Club Madras and the Pepper Creative Awards Trust, Kerala.

Further details on the event are available on: http://events.exchange4media.com/conclave-south-2017/

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