Pitch CMO Summit: Long & short term plans are equally important, says panel
At a panel discussion on Consistent vs. Persistent: The Long Term Growth Plan, industry experts said brands need to be consistent and that brand building is about every day and every moment
At the Bangalore edition of the Pitch CMO Summit, a panel discussion was held on the topic - Consistent vs. Persistent: The Long Term Growth Plan. The session chair was moderated by Kishankumar Shyamalan, Vice President, Wavemaker India.
The esteemed panelists were: Amit Doshi, Chief Marketing Officer, Lenovo India; Amitabh Pande, Marketing Head, IKEA India; Anurag Kumar, Chief Communications Officer, Tata Sky; Raagaleena Sripada, Marketing Head (bbdaily & bbinstant), bigbasket; Ramita Chaudhuri, Chief Marketer, Mahou India; Sridhar Aranala, Vice President – Sales and Distribution, The Hindu Group and M Yeshwanth Nag, Co-Founder, The ThickShake Factory.
Shyamalan threw open the discussion with the question: “How will you define brand philosophy in today’s context?”
Amit Doshi, Chief Marketing Officer, Lenovo India said, “Over a period of time, we have realized that our brand building philosophy has actually moved to become far more customer-centric. We have shifted from looking at a homogenous set-up to look at but we realized customers look for different experiences in different categories.”
Ramita Chaudhuri, Chief Marketer, Mahou India, said: “To me brand is something which happens outside of your company, brand building happens inside. Brand is something, which your customer is experiencing across all the touch points you have created. The number of activities that go into building the customer experience is brand building. And in the context of consistent vs persistent I think brands need to be consistent.”
According to Sridhar Aranala, Vice President – Sales and Distribution, The Hindu Group, “There are two principles which we follow. While one is to sustain our business and take it to the future, the second one is to carry the brand legacy. We believe in doing what customers want from us. In a brand ‘Why’ is very important, if it’s clear then consistency vs persistency falls into place. Every brand wants to be ‘Demonstrative and Experiential’ instead of ‘Descriptive and Promotional’.
The panel also discussed how much brands believe in long and short term goals.
Amit Doshi, Chief Marketing Officer, Lenovo India said, “Short term is sales and the long term is marketing. There are short term pressures as well, and it’s foolish to say that we won’t react what’s happening in the market. Marketers should be consistent inside the organization.”
Amitabh Pande, Marketing Head, IKEA India, said: “You don’t know what is going to happen after 10 years. Brand Building is about every day and every moment, and if you are not doing so then there will be no long term.”
Concluding the discussion, Chaudhuri, Chief Marketer, Mahou India, said, “Brand Building as a concept is a function of time. Long term and short term is more about practical and non- practical.”For more updates, be socially connected with us on
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