The magnification of consideration set has led to confused consumers on the one hand and stressed brand custodians on the other. The Center for Unique Branding Experience (CUBE) is formed to serve a global requirement: bring together academic professionals, industry specialists and consumer segments to undergo rigorous research, arrive at insights, and propose directions to brands and the advertising industry so that all the stakeholders are satisfied. In addition to engaging in research activities, CUBE will also serve as a discussion forum for brand researchers, heads of agencies, and advertising and marketing professionals to debate on issues and arrive at possible solutions. The aim of this center will be to create clutter free, innovate and cutting-edge branding and advertising strategies, and to research processes which will be.
12th October, 2017 – Guest Lecture on Changing Trends of Indian Advertising by Mr.Vikas Mehta
Mr. Vikas Mehta, independent advertising consultant, deconstructed the world of advertising from where advertising was and what it is today. He strongly opined that in today’s world, an advertisement should not only be differentiated from other ads but they should be made distinct. Mr. Mehta viewed today’s advertising as being focused on insights, cultural vulture and emotional connect. He explained that they form the links between the products and the customers. He cited examples from both Amazon and Flipkart suggesting that the communication of Amazon focuses on being the biggest online market, whereas Flipkart advertises by an executional storytelling format thorough the use of kids in the advertisement. The changing paradigm of advertising is that advertising is changing from following society to magnifying society. Mr Vikas spoke about the changing trends of advertising focusing on positive results and rather than the negative ones. He contextualized his argument through the example of Surf Excel that was related to modern parenting, Ariel where the advertisement questioned the audience “Why should washing clothes be a woman’s job and not a man’s”. He also commented on the competitive advertising of Lifebuoy and Dettol. Mr. Mehta concluded by saying, advertisements have transformed from functional to emotional benefits and are now doing celebrity endorsement. From using baselines, they now use #(hashtags), they have transformed from Tagline to Brand idea and are embracing multimedia including digital.
14th October, 2017 – Guest Lecture on Brand Sustenance in a Cluttered Branding Environment by Mr. Saurabh Uboweja
Mr. Saurabh Uboweja, CEO brands of Desire, started his speech by stating that India never created any brand on its own but it has become a consumer of global brands. The question for the future is, can India be a creator of brands instead of being a global consumer? Saurabh created a distinction among true and truth, suggesting that truth is something which every brand should focus on. Discovering the truth about brands is something that brand creators do. He was of the opinion that a brand creator needs to clarify the distinction between brand identity and image and hence brand creators should focus first on the identity, stating what a brand is capable of doing and then on what people think about the brand. Brands should have the process of overcoming suspicious for customers by providing them with valuable truth, making one promise instead of making many promises and then failing to fulfill either of them. Brands should deliver something valuable for consumer, something consistently for a long period of time. Brand needs to create an equity among consumers by re-constructing themselves. What brands forget is that, branding isn’t used to make money, but to create equity, and more a brand creates equity, more money will be accumulated. These were the key highlights of Mr. Uboweja’s talk on the future of branding in India.