Video: Authenticity for brands is the future: Simon Clift
Brands are a bit like people; this is why it is necessary for brands to communicate like real humans, says the former Global CMO of Unilever
Published - Aug 8, 2013 8:12 AM Updated: Aug 8, 2013 8:12 AM
Today, the world of marketing cannot ignore or escape the digital wave. While many marketing experts are experimenting on digital, there are others who still struggling to understand the medium itself.
According to Simon Clift, former Global CMO, Unilever, before understanding how new media is enabling brand shifts, CMOs today should experiment with available tools of this medium. Only then can they draw conclusions on its effectiveness.
Clift is of the opinion that brands are a like bit like people; this why it is necessary for brands to communicate like real humans. “Authenticity for brands is the future,” said Clift.
He threw light on ‘how digital media and changing agenda of citizens’ concerns is changing brand communication forever’, while addressing an exclusive audience of CMOs at The CMO League – an initiative by exchange4media Group.
Clift spoke at length about his experience of interacting with Indian CMOs, expectations from digital media, focus areas for marketing leaders, and much more...
The event was sponsored by Zee, ABP News, Dainik Bhaskar, Laqshya Outdoors, AXN, India Today, Headlines Today and Business Today.
Video by Sneha Ullal
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