1.What according to you makes a brand `hot’?
a) Superior user experience, delivered over and over again (the consistency) regardless of the product or category (e.g. hotel, package, phone, banking service)
b) A reputation beyond reproach i.e. the ethics of a brand i.e. how a brand remains a lady or a gentleman even when under attack or when on top
2. A `hot’ brand within few hours can become `not so hot’…case in point being nestle’s maggi. What are your tips for brand owners to help them keep their brand hot?
Guard against complacency, remain humble, keep safeguards and feedback mechanisms razor-sharp.
Profile: Jaideep Gokhale is the Communications Director, South Asia Markets AND Regional Director for Marketing Communications, South Asia, East Asia & Oceania Tetra Pak
Jaideep wears two hats. In his communications role for South Asia, he supports Tetra Pak’s near-term business priorities and helps to advance its long-term strategic ambition by leveraging communications to promote the company’s products and strengthen the bond between the company and its key external and internal stakeholders. Jaideep also heads the marketing communications practice for region Asia-Pacific (excluding China). He is responsible for developing and driving the regional communications strategy and plan, in close cooperation with the regional management team.
Before joining Tetra Pak in 1996, Jaideep worked in the FMCG industry across sales, distribution and marketing functions. He holds a bachelor’s degree in economics from Fergusson College Pune and a master’s degree in marketing from the Sydenham Institute of Management Mumbai.