Brand Summit Jury: Venugopal Ganganna, Langoor
Brand Summit Jury: Venugopal Ganganna, Langoor
  1. What makes a brand ‘hot’?

Boldness, simplicity and relevance are the primary checkpoints for what makes a brand hot. While boldness helps brands stand out of the massive crowd, simplicity helps it connect with consumers at large – but it is relevance, at the end of the day, that ties everything together. Relevance can mean a host of things – from how a brand addresses consumer needs/wants, to how it capitalizes on social scenarios in its communication. The latter, however, can be a dangerously thin line to walk.

That brings us to:

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?

In a world that’s increasingly trying to solve a host of social issues—everything from gender or race discrimination, to the privacy concerns in a digital age—brands need to understand and show a high level of sensitivity to people from different races, genders and cultures.

“Brand X is being sexist and tone-deaf;” “Brand Y is scaring me with how much it knows about me;” “Brand Z doesn’t understand political issues and should stay away from it” – these seem to be the primary complaints these days, and they turn consumers off like nothing else. Pepsi’s ad featuring Kendall Jenner and Netflix’s recent social media shenanigans with its customer data are great starting points for what not to do.

Speaking of technology…

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?

Data & analytics are more important than ever. Technology is allowing brands to collect massive amounts of data about customers, their preferences, and their behaviors. And as scary as it can be, brands have an opportunity to really understand consumers – who’re buying, who’re not, what’s driving each decision, and what do customers want to see more/less of? But data is just the beginning. What brands do with this data can make or break their heat.

That’s where mobile, the internet and digital outreach comes in – if brands can understand their customers well enough to show them things they need (without invading their space or privacy), they can build positive connections that bring customers back. Further, leveraging mobile technology in the right manner, brands can provide experiences that help the brand stand out – whether it’s gamifying the brand or using tech to build simple campaigns with instant appeal and relevance (Spotify’s data-led campaign got it right).

Profile:

As CEO, Venu – as he is popularly known – founded and runs one of India’s largest Independent agency and brings exceptional imagination and organizational skills to the fast-paced creative environment at Langoor.  His 24 years of experience in business development, technology delivery, digital transformation and extensive execution capabilities with business units of more than a thousand people have turned him into a hardened, bullet-proof leader, driven by a technology-led communications’ strategy, his nuanced understanding of digital marketing and the manic pursuit of execution excellence. 

Venu remains unfazed by the wild and unexpected demands of clients – and equally by the unreasonable demands of colleagues pursuing unconventional client objectives.   Venu is a qualified engineer with an advanced management education from Stanford. After spending over 12 years in the United States, Venu and his wife came home to a high of an inspiring farming revolution. Now, while peers dream of winning industry awards, Venu fantasizes about the smell of freshly tilled land and heading into the sunset on a tractor – a fact that will hopefully validate his down-to-earth approach to life and business

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