Description
A small glimpse of the course:
We are in an eco-system of deficit and surplus.
In the ‘phygital’ world there is a deficit of trust, time, attention, and resources. There is a surplus of products, goods, services, and information.
How do brands stand out and create that all important emotional connection with consumers?
What does it take for a brand to ensure customer engagement in an over commoditized world?
Today, Brand Management is not just about managing brands, it is more about reimagining brands.
Session dates :
15th & 16th June, 2024 (Saturday & Sunday)
Timings :
06:00 p.m. to 08:15 p.m. (Indian Standard Time).
Highlights for the Session
· The focus will be on how Brand Marketing has evolved in today’s ‘phygital’ world.
· The new ways of practicing Brand Marketing, as opposed to the conventional ways, will be discussed in detail with relevant examples.
· Each ‘new mantra’ will be followed by a class discussion on how brands are adopting these frameworks and the opportunities to incorporate them.
About the Instructor
Anand Narasimha
Professor-Brand Marketing I Advisor to Brands I Marketing Columnist
Prof Anand Narasimha is a corporate turned academician with 35+ years’ experience spanning leadership roles in Brand Marketing, Advertising, Consulting and Academics. He has rich cross-category experience having worked on brand/ projects for P&G, Nestle, Dabur, ITC, Britannia, BPL, Sony, Samsung, Hyundai and HSBC among others. He has set up India’s first Shopper Marketing Consultancy with Madison Media World. He is a Advisory Board Member at BabyChakra-The Good Glamm Group, Academic Advisor to Jigsaw Brand Consultants and also Brand & Marketing Strategy Advisor to Raptee Energy- EV Motorcycles. His areas of teaching, consulting and corporate training include Brand Strategy, Marketing Communications, Marketing Strategy, Consumer Culture, Shopper Marketing, Creativity & Innovation.
In 2005, he was rated among the ‘Top 25 Brand Marketing Professionals in Asia-Pacific”. Prof Anand is also an active member of ‘The American Marketing Association” (AMA) and has won a host of Marketing Effectiveness awards including ‘2 Cannes Lions’ and ‘3 EFFIES’.
Prof Anand is a Adjunct Faculty at Jagdish Sheth School of Management and a faculty for Executive Programs at IIM-Bangalore and IIM-Indore. He is an Alumnus of BITS, Pilani and IIM-Calcutta.
He is a gourmet who loves cooking and travelling around the world, exploring the cuisines of different regions.
Topics Covered
Session:1
Date : 15th June, 2024
Setting the Context
Brand Marketing = Creativity + Data + Technology; The importance of creativity; Growing commodification; Attention Economy to Attraction Economy; Return on Ideas, Marketing redefined
Mantra 1: From Selling to Storytelling
How to engage, entertain, involve, and inspire your consumers
Mantra 2: From POD to POV
How to create Brand Resonance
Mantra 3: From Information to Experience
How to design ‘Acts’, not just ‘Ads’
Session: 2
Date : 16th June, 2024 (Sunday)
Mantra 4: From Repetition to Surprise
How to keep innovating and not become predictable
Mantra 5: From One Way to Interactive
How to leverage Content, Conversation, Co-creation, and Community
Brand Marketing Checklist
How to make your brand rich, famous and loved
Learning Outcomes
Understanding the contemporary frameworks for Brand Marketing and their application in managing brands in today’s context
Intended Audience
Working Professionals:
Marketing, Brand Management, Advertising, Digital Marketing and Brand Communications
Students:
Undergraduate, Postgraduate, or Doctoral students in Business Management, Marketing, Brand Management, Advertising, Digital Marketing and Brand Communications.
Registration Fee
Early Bird Registration: 13th April – 8th June, 2024 : Rs 999+ Tax
Regular Registration: 9th June – 13th June, 2024 : Rs 1299+ Tax
Bulk registration: 10% discount available if more than 5 register from the same organization.
Certification
Participants who attend all the sessions will receive the certificates.
Once all of the sessions have been completed, the PPTs will be shared.
The session recordings will not be provided.
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