On the Pitch CMO Summit 2021, marketers from across verticals convened to share their insights regarding brand love, as it was a perfect remedy for the pandemic consequences. The Delhi edition of the virtual summit has also seen a power-packed panel discussion on the topic’ Role of Brand Love in Consumer Brand Relationships’.
However, Neha Ahuja, Head of Marketing, Spotify, and the rest of the members in the panelist were Ashish Mishra, Executive Vice President, Marketing, ACKO General Insurance. Then comes Harish Narayanan, chief Marketing Officer, Lenskart.com, Lucky Saini, Head of Brand, Vedantu and Prasanna Rai, Vice President and Chief Marketing Officer, Wipro Consumer Care and Lighting.
Here, we could see that Ahuja Kick has started the discussion with their statement on brand love as one of the most important and timeless strategies in business. I think if they become more cautious during these unprecedented times. They could firmly build this emotional connection called brand love, which could serve as the foundation for the long-term customer-to-brand relationship.
Malhotra has indicated that the more bewildered the category is, the higher the energy one needs to create brand love. In the past times, they did focus on utilitarian, where they had talked about the value purchase quality. They refer to the whole proposition, where the consumer could take out of the product. They had figured out that the only way to manifest this is by accentuating brand love, as their category is very perplexed across the unstructured marketplaces. They predict that with higher energy, they could create brand love.
Meanwhile, Mishra has indicated the meaning of brand love to ACKO. She states that they are still relying on the same principle. If they regularly exceed customer’s expectations. They could build great brand love for their brand. Saini has spoken about the importance of the consumer journey. They believe that it’s all about experiences. As they operate online and are part of DNA online. Therefore, everything needs to be monitored and constructed from the experience point of view. They should change the way they perceive their gaze upon the brand. Advertising is a game for them. They got many experiences online.
Follow and connect with us on Facebook, LinkedIn & Twitter
