Unclear Brand Purpose Begets Risk Of Fragmentation: Nicholas Kontopoulos

With these changing times, consumer preferences and sentiments are also witnessing a dramatic shift. They go beyond examining a brand’s products and services and cogitate about the bigger difference it is making- its purpose in its journey. For marketers’, it becomes even more important to develop a sense of purpose, with which their audience can resonate too. This purpose further becomes pivotal to how their brand is perceived in the market and will eventually drive them success. 

At an industry forum recently, Nicholas Kontopoulos, Asia Pacific Regional Head of Marketing, Adobe DX Commercial highlights how purpose gives direction and satisfaction to a brand. He asserts that it may be difficult to understand at first but it is also absolutely practical and doable. “Purpose is not a luxury, it is the foundational pillar for your business. It shouldn't be about saving the world or promoting your brand, it should be about who you are and the reason for your being. Customers can see through inauthenticity,” he insisted. 

An advocate of Simon Sinek’s quote ‘People don't buy what you do; they buy why you do it’, Kontopoulos explains that it is prime to capture consumers’ mind, body, heart and soul. “Understand their different journeys and pathways. Remove unnecessary frictions. Because customer journeys are emotional,” he adds. 

For Kontopoulos, the future of consumer experience lies in empathy. He urges marketers to realise that consumers are continuously bombarded with information, inundated by messages across platforms. There is noise for them everywhere. Hence, the need is to create brand utility to enable a great experience and ultimately make their life simple. 

“Brands should help customers take complexity out of choice making. They must create a frictionless, personalised, one-on-one experience for them as the new era in experience will be born digital. Acting on the data insights faster is the new normal, use it to differentiate your customer experience. 

Brands must also see customers beyond data numbers and money. Empathy will help them thrive. Employees too are more motivated when the brand purpose is authentic, consumer-focused and speak a larger purpose,” he believes.

*The speaker's comments have been taken from a recent industry forum.