‘The lines have long disappeared’. As told to ‘Impact’ by a true brand custodian Anil Nair, CEO, Law & Kenneth

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  1. Hey there. I abhor the word disruption or intervention for that matter. Both the words are presumptuous and believe they need to slice into the customers life. They are old-fashioned words that acknowledge customers dont want you and you have to force your way in. So disrupt or interrupt. The day marketing goliaths cease to use these archaic words will be the day they can sell a good product with minimal spends and maximum acceptance. Wow moments are good nomenclature. Some brands do that all the time. Kelloggs launched a large store at Times Square for Pop Tarts just to let people flavor up the cereal. Why would a breakfast snack do anything like that? Pop Tarts is their winner brand. There is DIY and many pop tarts based recipes. Its like come join the fun when you are enjoying at times square.

    • Hey Richard,
      Thanks for the Kelloggs example. That’s a wonderful way to be part of consumer lives and add value in the process. However such changes need to be an enterprise wide initiative than just a marketing initiative.The challenge is that many large organizations have a parochial view of marketing. They view marketing as a department that helps sell their goods to consumers than the vital link that keeps the organization alive. Time is a great teacher and they will learn a costly lesson soon.

  2. We are not in the business of keeping media companies alive,we are in the business of building relationships remarked a marketing director of Nike sometime back. And currently if we see the choice of media among lots of brands I guess we would agree that these brands are doing exactly the opposite.

    The lines were drawn by nobody else but us and its high time that collectively we take this responsibility to erase them and look at building relationships with the consumer that is more deeper, engaging and meaningful rather than creating more partitions


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