In your own words, how do you describe a `hot’ brand?
A hot brand is a brand that listens to it customers. By listening, it understands what they need. Once they get that .. the brand is relevant. And that makes it hot.
What can be few steps taken by brand owners to keep their brand stay top in their customers’ mind?
By being social. A lot of brands forget that conversations are meant to be two way. The moment brands start doing this, customers start looking at brands differently. They become part of the conversation, rather than being exposed to one sided messaging.
How do you suggest that one can maintain a balance between planning for the future of your brand and investing for today?
At Chumbak we have this saying…Good today is better than perfect tomorrow. While we plan for the future, we try to make sure we get the today part of the business right 🙂
Coming to your own brand, can you tell us how you cultivate customer loyalty or talk about creating enhanced customer experience?
Honestly, it’s as simple as listening to your customers. They constantly give us feedback and we listen. Once we know what they need, we make sure we move mountains to deliver it. We’ve seen that customers who are angry are customers who are feel extreme loyalty towards the brand and that’s why they take the effort to give feedback. Customer loyalty stems from listening to customers.
Personally, what are your favorite brands and why?
Apple, Fossil and Puma.
Any brand experience that wowed you?
All my experiences at an Apple Store.
Profile: Vivek has over 16 years of experience in various brand and retail marketing roles. Vivek was part of the initial brand team, that responsible for the turnaround at Tanishq. Post which, he experienced his first dot com adventure at Fabmart where he was head of the Jewelry and Watches Category. He then joined Platinum Guild International as head of their south markets looking after retail marketing. As head of modern trade marketing at Motorola, he also set up Moto Stores across the country. He was head of Partner Marketing at Sun Microsystems in his last and final corporate avatar. As CEO and co-Founder at Chumbak, Vivek is living his dream of making Chumbak a global design brand. Sometimes, he also makes chai.
