Brands Should Create A Purpose-Focussed Ecosystem

Marketing is of vital importance to any business because its contribution impacts sales, and hence a company’s bottom line. The role of marketing is to inform, attract and reassure people that a company’s products or services are of value to them. Sukhleen Aneja, CMO & Marketing Director, RB Hygiene South Asia, discussed that in the new age, and changing economic landscape, marketing too has entered a new era, where its role is not about sales but exploring newer avenues to directly connect and engage with consumers, in meaningful ways.  

The rise of digital may on the one hand mean newer ways to efficiently and effectively connect with the consumer but on the other hand, it raises concerns of brand loyalty. 

“Most of us in marketing have seen a massive revolution. Today the role of a marketer is really expanded to better understand consumers. Brands should be present where consumers are but especially with the likes of ecommerce, marketers will face predicaments to ensure brand loyalty. This is where building a strong connection with the brand comes in play. And in fact, creating purposeful brands itself becomes a massive responsibility for a marketer. Otherwise, it is extremely hard for brands to stay relevant, especially with newer and younger consumers coming to the fore,” explains Aneja. 

Sharing some advice to younger marketing professionals, Sukhleen says, “Every marketer should always ask themselves why the brand exists in the first place. Or what is its purpose? The second important thing is to understand the ecosystem needed to create a purposeful brand. Today nothing operates or wins standalone. You must know how to really touch every corner of a relevant ecosystem. As marketers, we should also ask ourselves where the next growth drivers for a company will come from. As we move forward into a complex world, this is where the future of marketing itself will reside in.”