Pitch CMO Summit: A brand’s aim should be to create intrigue & desire: S Ravi Kant, Titan

At the Bangalore edition of the summit, Kant, CEO, Watches & Accessories, Titan, spoke on the topic ‘The X Factor in Building Brands’

e4m by exchange4media Staff
Updated: May 31, 2019 8:20 AM

The Bangalore edition of Pitch CMO Summit 2019 opened to a resounding ovation as S Ravi Kant, CEO, Watches & Accessories, Titan, took to the stage to deliver the keynote address for the day. Kant began by expressing his joy at being in the midst of experienced marketers and brand communicators.

Cutting right to the theme of his address ‘The X Factor in Building Brands, Kant started off by talking about the ever increasing exposure that audiences have to growing number of brands daily. Stressing on how ‘experiences’ are leading the way for brand communication, he shared his opinion on the changing face of marketing. “Every day, we are on some helpline or the other and invariably they refuse to help you. But the moment you come across a conversation that you have which is truly useful, it is quite an elevating experience.”

He went on to define the ‘X factor’ and what it means for brands at large from a consumer’s perspective. “The X factor is the journey of these experiences or encounters we have with a brand over a period of time. If all these encounters are positive and engaging, you know you have started developing a bond with the brand.” Understanding the importance of and implementing an environment of brand experience has helped Titan craft a consumer journey over time, he said.

Keeping in line with the theme of his address, Kant went on to imprint upon the importance of research in a brand’s journey and how it helped Titan immensely in forming a bond with the new generation of consumers. Kant set an interactive tone for the sessions through the day as he detailed case studies for new verticals that Titan has launched in the recent past supported with videos that further helped deliver the point.

Through his deeply insightful address, the audience found key takeaways that are bound to inspire more than a few marketers attending the summit. The kick-start to the summit couldn’t have been on a more passionate note as Kant shared his core belief on brand building and how it has helped Titan continue its legacy. “A brand’s objective should be to create intrigue and desire,” he said.

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