1. In your own words, how do you describe a `hot’ brand?
The term “HOT” in itself is self explanatory. Anything HOT stays top of mind inspite of the clutter and HOT brand is one that cuts through the clutter and remains top of mind at most times.
2. What can be few steps taken by brand owners to keep their brand stay top in their customers’ mind?
There is no one step that will help the brand stay top of mind with the consumers. It is a combination of a whole lot of factors right from the brand benefit, message, positioning, packaging, pricing etc. Research (Meaningful Brands Study -Havas Media proprietory research) clearly shows that consumers will not care if 70% of the brands did not exist. Hence, it is extremely important for brands to be meaningful to the consumers for them to stay top of mind.
3. How do you suggest that one can maintain a balance between planning for the future of your brand and investing for today?
Brands are build over a period of time and not overnight. For building brands marketers need to invest in them. Hence, it is important to see this investment as an investment and not expenditure. A long term strategy and roadmap for the brand in terms of where it should be/needs to be over a period of time is extremely important. The planning and investment needs to be done basis the objectives that are set for brand growth/brand building.
4. New Rules of Engagement: Changing Expectations of Brand+Customer Interactions, your view?
With so much brand/media/content clutter in the marketplace it is important for the brands to engage with the consumers. It no longer is a situation where the brands speak and expect the consumer to listen. For brands to make themselves meaningful in the consumers life they have to engage with consumers. Interaction, Engagement and Expereintial are the 3 important rules to manage consumer expectations
5. Any brand experience recently that wowed you?
Quikr advertising wherein the brand took over the entire CyberHub in Gurgaon during IPL was a wow experience. Almost everything at the CyberHub was branded by Quikr, be it gates, standees, Display screen, Huge LED screen, kiosks, banners etc, etc .
Profile: Anita Nayyar is the CEO of India and South Asia for Havas Media Group she took on the mandate to expand the footprint of Havas Media Group in this lucrative market in 2006. Anita has over 25years of experience in the industry and was voted the 2nd most influential media person in India by The Brand Equity Survey in 2006 and has always been in the top list of the most influential media personalities ever since.
She has worked with some leading agencies in India including Saatchi & Saatchi, Ogilvy & Mather, Initiative Media, MediaCom and Starcom Worldwide.
Anita’s area of expertise is in sports, entertainment, digital and OOH. She holds a Bachelors degree in Microbiology and has done her Post Graduation in Advertising and Marketing with a Masters in Management.
Anita Nayyar is also a speaker at the Delhi Brand Summit.
A fascinating discussion is worth comment. I think that you need to write more about
this subject matter, it might not be a taboo matter
but generally people don’t speak about these subjects. To the next!