Joji George, Co-Founder, Gonuts, spoke on ‘Building a Brand in the Experience Economy’ at the recent e4m India Brand Conclave 2020 Day 2 of the e4m India Brand Conclave 2020 saw an insightful session by Joji George, Co-Founder, Gonuts, who spoke on ‘Building a brand in the experience economy’. Speaking about Gonuts, a celebrity-driven influencer platform that is fast redefining influencer marketing, George said, “With the kind of fandom that exists in our country, there is a big divide between fans from secondary and tertiary towns and celebrities who are largely metro-centric. Even the communication from celebs to fans is one sided and often through social media. We saw an incredible opportunity to disrupt this space and make it an immersive, experiential space as oppose to one-sided communication.” George also spoke on how the definition of influencers is fast moving beyond its conventional nuances to a broader-based one.