In an environment where brand loyalty is fast disappearing, marketers are falling back on the basics by hitting on inspiration and innovation.
Another important lesson that marketers are following while creating brand value and loyalty is to keep cultural nuances in mind amid intense globalisation. Brands are like religions where passion and belief are key. This was the essence of the annual marketing conclave – Markibrand ’09 — at the Faculty of Management Studies in Delhi’s South Campus.
“We must try and build brands with a clear vision and by being passionate about them,” said Tarun Puri, managing director, Nike India.
Sudeep Lahiri, group product manager, Marico said, “Consumers have shorter time span to devote in today’s context and this is making the exercise more difficult.”
Anupam Dutta, MD, Kellogg’s India said it is important to keep the cultural nuance in mind while launching new brands.