'For a consumer, every interaction with a brand is an opportunity to experience it'
Chandan Mukherji, Director and Senior Vice President of Strategy, Marketing & Communication at Nestle India, emphasized the importance of understanding consumers deeply and living the brand's purpose at the Pitch CMO Summit in Delhi. Speaking at the Summit on the topic of “Brand Building in Today’s Era”, Mukherji stressed on the need to embrace new ways of thinking about brand building amidst rapid change. Highlighting the significance of clear direction and meaningful engagement with consumers, Mukherji said, "Given this rapid pace of change, it's always easy to get distracted. What's very important is to have a clear direction of what we want to do. When you don't have meaning, you don't really embrace something or absorb something into your life." He noted, "Brands have to be nurtured in society, community, our lives, and in the real world. Brands need to have a purpose; what's their role in life? what's their impact? Creating products which are sustainable, innovative, and that which people love. Understanding really product market fit and innovation and sustainable products are important.” He urged marketers to look at all the options out there to really bring alive their brands and make an impact. "You need to plan strongly and execute flawlessly. Every opportunity of a consumer to interact with a brand is an opportunity to experience a brand." Emphasizing on the importance of understanding two critical aspects of a business: the consumer and the brand, Mukherji noted, “A lot of new age brands keep challenging us and each other and so on because they have sliced and diced the consumer in a certain way to understand what the consumer is really looking for. Maybe they have a better proposition, they have a better brand, which can tap into their hearts and minds. Then comes the ‘turquoise space’, a space where the brand operates. So there are two elements of the foundation: consumer and brand. And this is where we talk about ‘living our purpose’.” Mukherji presented Nestle's approach to brand building as a dynamic process, likening it to a vibrant house with different rooms representing various aspects of consumer understanding, brand purpose, product innovation, and engaging brand experiences. He underscored the importance of sustainable products, engaging brand experiences, and flawless execution in a diverse market like India. Mukherji also showcased Nestle's marketing strategies, including campaigns for Maggi and Nescafe, emphasizing the brand's commitment to sustainability and relevance in today's evolving consumer landscape. Overall, he advocated for brands to continuously innovate and adapt to remain meaningful and impactful in the modern era of brand building. For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook, Youtube & Google News
Tags : Pitch Cmo Chandan Mukherjee Nestle