23 Jun 2020|Noida | Amity University, Noida
Purpose Driven Branding- Live Case
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A webinar on ‘Purpose Driven Branding- Live Case’ was conducted by Mr. Thomas Xavier, Principal, Transformer Purpose Branding who shared perspectives from the real world marketplace to give students insights into the actual market scenario that will assist them in their future jobs. He stated that branding has changed since the last decade and how brands are the core of every business. He further averred that if you know how to manage brands you can manage the entire interface and ensure profits for your organization.
He added that ‘A brand is a product or service with a differentiating idea wrapped around it’. The creative idea is nothing but a brand idea being converted into a story platform layered with different ideas resulting in idea-driven branding. He shared example of a product idea (Thums up), a strong cola symbolized as a macho choice. The creative idea involved that men will go to any lengths to have it and Yamakazi technique was used as the executional idea to promote the brand. He added that the marketing landscape was forever altered ever since internet opened the doors for people. From passive audience there are empowered individuals or communities; the siloed channels are now substituted by synchronizing ideas across channels, media, programs, markets; one size fits all has been replaced by tailored offerings and inferred knowledge has been traded by direct knowledge. “People want to know what difference a brand is trying to make in the world. And that’s why idea driven branding has to be replaced by purpose driven branding that makes it great in the real world,” added Mr. Xavier. He stated that the consumers are now life obsessed and are looking for the purpose a brand is trying to fulfill in the world and branding has to adhere to these changes and ads have to now use acts and experience driven platforms to attract loyalty. “Make the brand a mentor in the consumers journey,” averred Mr. Xavier. He shared that the new branding vocabulary includes Belief to show what the brand is passionate about; Cultural Opportunity is a cultural momentum that propels the brand’s conviction; Purpose defining why the brand exists that needs to be grounded in the brand’s core business and Acts that are tangible activities that deliver against and make the brand’s conviction and purpose believable.
A webinar on ‘The Technological Perspectives for Sustainable Development’ was conducted by Prof. Suresh Prasad Singh, Former Vice-Chancellor, VKS University, Ara, Bihar. He shared that environment development requires a balance. The primary issue around sustainable development is there should be planned and systematic exploitation of mineral and other resources so that nature’s tranquility can be maintained. He added that each generation must rely on the use renewable resources and to reuse and recycle waste materials before considering taking ‘virgin’ resources from the earth which cannot be replaced. “In this way we must adopt a way of life which passes on the earth’s resources undiminished to the next generation. This encompasses the concept of ‘stewardship’ of the earth and living within its carrying capacity,” stated Prof. Singh.
He further averred that the key objectives of sustainability include Reviving economic growth so that it has a reduced impact on the environment by using less materials & energy; Meeting essential needs for jobs, food, energy, water & sanitation; Ensuring a sustainable level of population; Conserving and enhancing our natural resource base; Reorienting technology and managing risk and Merging ecological and economic consideration in decision making.
A lecture by Mr. R.S. Sreekumar - Gallup Certified Strengths Coach, Founder - Simple and Profound Consulting Services was delivered on ‘Self Leadership Lessons during these Unprecedented Times’. While addressing the virtual gathering Mr Sreekumar said that leadership is word that is connected with influence. “Competence doesn't matter alone character building is also important. Your decisions decide your destiny. There are people accept that there many things which are beyond our control and some people think opposite about. Curious people will always try new options and ideas because according to them they can control their life,” said Mr. Sreekumar.
He further added that people will fall and fail a number of times in life. But you can develop your resilience quotient each time by asking a simple question: What do I do next? He suggested students to ask for help where they feel they cannot see the way forward and can't think straight. He asked students to surround themselves with role models, mentors, counselors, healers, conscience keepers and coaches and to become aware of their unique talents and the approach you bring to things and ask yourself. Remember and write down instances from your own life which you look initiative, responsibility and ownership to make something better for yourself and for the world. Inspiration and clarity are the two terms for which world is looking for today.