Experts Discuss Shifting Brand Strategies From Product Focus to Storytelling

Brands that previously centered on their product lines before the pandemic are now transitioning from a commerce-oriented approach to actively crafting their brand stories. As the UN recognises the internet as a fundamental human right, the era of solitary competition is becoming increasingly restricted.

Gaurav Mehta, Chief Marketing Officer, Noise said, "When you are a part of a start-up ecosystem, your DNA changes and you start looking at things differently." It’s not necessary to create something which the world has never seen but you need to look at consumer behaviour and create that need gap that the incumbents have been able to address very well.

"Any legacy brand has the advantage of two things. First, it doesn’t wait to be recognised. Because this is a brand which is built on goodwill trust and a lot of love of the people. What works for us is the huge trust of millions of people who believe in the quality of the product," said Suman Verma, Chief Marketing Officer, Hamdard.

Yatnesh Pandey, VP-Marketing, GreenPly Industries said, "This category of brand operates not only in the consumer’s home but also in the heart of people. As people carry their home in their hearts. It’s a category where you need to do a lot of salience-based exercises which you remember in terms of communication but beside this, we also work on increasing consumer awareness."

Ajay Dang, President, Head Marketing, UltraTech Cement said, We took a different approach in our company. Usually, we are engaged in our own problems that how to stay relevant and what media vehicle is to be used. Understanding the consumer and figuring out their problems makes the job very easier.