ETBrandEquity Exclusives

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• Kotler vs Sharp Debate: How do brands really grow?

  This article explores marketing strategies from Philip Kotler and Byron Sharp. Kotler emphasises customer needs and value creation. Sharp focuses on brand availability and penetration. The author suggests building situational salience and distinctive assets. Gaining penetration requires understanding consumer psychology. Loyalty is built through consistent quality and experiences. The author presents a framework for brand growth, blending these insights.

  

• Biases in Artificial Intelligence and how it may impact you

  Artificial Intelligence, while efficient, mirrors human biases due to its training on human data. These biases, stemming from data, algorithms, and sampling, impact security, healthcare, education, finance, and social justice. Addressing these biases through data diversity, prudent model development, and constant monitoring is crucial for a fair and equitable AI-powered future.

  

• When AI becomes your intern (and your partner on the pitch)

  AI is transforming creative agencies, acting as a tireless intern capable of generating numerous ideas quickly. However, human creativity remains essential for refining these ideas, ensuring they resonate with audiences and align with brand values. The focus shifts from execution to curation, with creatives becoming decision-makers who guide AI's output with empathy and cultural understanding.

  

• Building a media conglomerate in the age of disruption: Lessons for modern entrepreneurs

  The media landscape is evolving rapidly. Adaptability is key for media companies. Embrace digital platforms and diversify revenue streams. Focus on authentic, high-quality content. Leverage social media for audience engagement. Collaboration and innovation are crucial for growth. Prioritise talent and inclusivity. Continuous learning ensures success in the dynamic media world. Stay flexible and seize new opportunities.

  

• CMOs and the sustainability matrix

  CMOs are evolving into architects of a sustainable future, where profitability aligns with responsibility. They are uniquely positioned to drive change, build trust through authenticity, and champion sustainability across the value chain. By leveraging social media for transparency and embracing bold commitments, CMOs can create brands that inspire loyalty and long-term relevance, making sustainability a core business imperative.

  

• Sports marketing in the age of experiential

  Brands are shifting from traditional sports sponsorships to immersive experiences, fostering emotional connections with fans. This evolution, driven by technology and the demands of Millennials and Gen Z, includes personalized rewards, meet-and-greets, and tech-enabled fan zones. These strategies transform spectators into active participants, creating lasting memories and brand loyalty through unforgettable moments.

  

• Buzzwords instead of real outcomes: the recipe for mistrust

  In today's technology landscape, IT service companies often drown in technical jargon, leaving customers bewildered and wary. To stand out, embracing simplicity is essential. Effective communication should highlight the customer's journey by focusing on the challenges they face and the tangible benefits they gain. Use clear, data-backed language that emphasizes measurable results.

  

• The rise of the behavior graph: Data-led marketers will shape what’s next

  Marketers are shifting from traditional demographics to behavior graphs, which offer real-time insights into consumer actions. This approach leverages AI to analyze browsing, engagement, and purchase patterns, enabling personalized content and optimized strategies. By focusing on observable behaviors, brands can improve customer connections and adapt quickly to evolving preferences in a privacy-conscious world.

  

• How rooted is your next advertising campaign?

  Research, an art demanding precision, is crucial for impactful campaigns. It goes beyond surface-level trends, seeking deeper understanding of consumer behavior. In today's fast-paced world, the rigor of research often takes a backseat, leading to ideas lacking substance. Good research uncovers the 'what' and 'why', providing a foundation for campaigns that resonate.

  

• The digital supermarket shelf just got smarter

  Zepto's new 'Product Swap' feature is more than a UI update; it's a strategic shift in D2C commerce. By suggesting cheaper or better-value alternatives at checkout, Zepto gathers crucial data on consumer preferences. This data can be leveraged for sponsored product placements and the promotion of Zepto's private-label products, posing both a threat and an opportunity for D2C brands.

  

• People, passion and purpose: Experiential marketing in the age of AI

  Marketing in India is changing. Artificial intelligence offers speed, but consumers want real experiences. Experiential marketing is becoming important. Events are platforms for connection and storytelling. They help build trust and loyalty. Sustainability is also key. Events drive brand recall and build communities. Companies combining artificial intelligence and human connection will succeed.