- What according to you makes a brand `hot’?
A brand is ‘hot’ when it delivers a game-changing product that disrupts the market. It not only needs to solve a category or customer problem but has to be taken to the market through unique messaging that catches the customer’s attention amidst the clutter and noise. You know a brand is ‘hot’ when competitors rethink their strategy.
- 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?
Keep your brand ‘hot’ by keeping the customer at the centre of every decision your brand takes. Always question – ‘Is it good for my consumer?’ Also, keep innovating and working hard to add value to your product. The world’s best brands keep reinventing themselves and get better.
- 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?
Technology helps you better your user experience. Use it to add more convenience and keep simplifying things for the consumer when they use your product. Today, the hottest brands are building and adapting new technologies to ‘wow’ the customer.
Naveen Kukreja is the co-founder and CEO of Paisabazaar.com and the Chief Marketing Officer of Policybazaar.com. Under Naveen’s leadership, Paisabazaar.com today stands tall as India’s biggest marketplace platform for lending products, within 3 years of inception.
Naveen comes with a deep financial services experience of over 16 years, having worked with Citibank in India, Capital One Bank in the UK and as the Senior Vice President of Marketing and Strategy at Aviva Life Insurance. He has most recently been felicitated by Business World with the ’40 under 40’ award – a recognition to India’s top 40 leaders under the age of 40.