1.What according to you makes a brand `hot’?I’ve been through so many different brand strategy discussions, integrated brand campaign cycles, and consumer experience analyses in the course of my career. For me, ‘hot’ brands are brands consumers specifically seek out for the perceived value they deliver. The value can be sensorial or experiential but the over-riding factor is that consumers remember the brand, can articulate the value it delivers, and seek it out repeatedly.
2. A `hot’ brand within few hours can become `not so hot’. What are your tips for brand owners to help them keep their brand hot?I think consistently strong brands find it easier to bounce back from image or experience related crises. The risk can be managed through authenticity, transparency and visible action.The bigger risk for ‘hot’ brands is when the value they deliver to consumers diminishes over time; when they do not adapt with changing consumer needs; or when another brand delivers the experience better and connects with the consumer better.
3. Technological boom is the talk of the town. More and more brands are investing in automation tools, AI and content marketing to name a few. How do you think technology can keep a brand hot?Real technological innovation in any category is rare. In tech driven categories, one or two large players usually drive it and other brands in the category follow with small incremental changes. In most other categories, consumers tend to lead the larger brands… Adopting platforms and technology across different aspects of their lives before brands catch up. ‘Hot’ brands lead relevant tech development in their categories. They don’t need to be the first to jump on every new tech trend but pick the most relevant tech advancements that bring real value to their consumers and drive that kind of innovation at scale.Tech can also make consumer experience of any brand, in the real world or across digital enabled devices, far more rewarding over time. This is an area that requires constant innovation and investment.
Kunal Jeswani is the Chief Executive Officer, Ogilvy & Mather India. He has spent two decades in the communications business working with a range of clients, including Unilever, Cadbury and Vodafone. Kunal has also worked on the launch of the Indian Premier League (IPL) for BCCI and the 2014 National Election Campaign for the BJP.
He has been with Ogilvy & Mather India since 2005 and has worked across Ogilvy’s Advertising and Digital businesses. His last role was Chief Digital Officer, Ogilvy India. He is deeply passionate about digital and continues to be focused on growing Ogilvy’s digital footprint in India.
Kunal’s passions outside of work include scuba diving and origami.