{"id":16526,"date":"2022-05-11T03:49:56","date_gmt":"2022-05-11T03:49:56","guid":{"rendered":"https:\/\/www.wfglobal.org\/?post_type=press&p=16526"},"modified":"2025-04-15T10:19:49","modified_gmt":"2025-04-15T04:49:49","slug":"relentlessly-relevant-brands-are-centered-around-a-strategic-purpose","status":"publish","type":"press","link":"https:\/\/wadhwanifoundation.org\/id\/press\/relentlessly-relevant-brands-are-centered-around-a-strategic-purpose\/","title":{"rendered":"Merek yang Relevan tanpa henti berpusat pada tujuan strategis"},"content":{"rendered":"

Atul Raja of Wadhwani Foundation talks about the strategic purpose of increasing brand relevance and sheds light on how it reduces tactical marketing costs, over time.<\/em><\/p>\n

A plethora of brand launches happen every year. Brands come and go. However, only a select group stands the test of time and reaps the benefits of enduring customer preference. So, what makes these brands relevant with a strong customer connect? What makes them special and aspirational? Though there is no \u2018one size fits all\u2019 formula; still the reasons are not far to seek.<\/p>\n

Next-level Strategies for\u00a0Next-level Brand Relevance<\/strong><\/p>\n

Next-level Customer Centricity<\/strong>: It\u2019s all about\u00a0working tirelessly to entrench the brand in consumer lifestyles. If the customer reaction is generally, \u201cI can\u2019t imagine another brand\u201d, \u201cCaters to my needs\u201d, \u201cMakes me happy\u201d, and \u201cConnects with me emotionally\u201d, then the brand is in great space. Brussels Airlines is a great example of endearing the brand to the hearts of its customers. There are few commercial sequels that touch us the same way as their original (Mr. Smith, it\u2019s a Boy), and Brussels Airlines did this in an iconic way fifteen years later with the same actors (Mr. Smith Jr, Happy Birthday!)<\/p>\n

Next-level Customer Reach<\/strong>: It\u2019s all about\u00a0doing whatever it takes to be there for the customers. If the customer reaction is generally, \u201cIs available everywhere\u201d, \u201cMakes my life convenient\u201d, \u201cDelivers a standard experience\u201d, and \u201cIt is dependable\u201d, then the brand is in assured space.\u00a0Project Shakti, with 1.4 lakh women micro-entrepreneurs (Shakti \u2018ammas\u2019) across 18 states, covers half the villages in rural India and is a great example of penetrating deep into far-flung markets and creating livelihoods at the same time.<\/p>\n

Next-level innovation<\/strong>:\u00a0It\u2019s all about constantly shape-shifting to stay ahead of technological changes and consumer trends. If the customer reaction is generally, \u201cPushes the status quo\u201d, \u201cEngages with me in new and creative ways\u201d, and \u201cHas better products, services, and experiences than competitors\u201d, then the brand has created a strong foundation. Hilton unveiled the ability to unlock hotel rooms via smart-phone and created the \u2018Connected Room\u2019, which remembers a guest\u2019s preferences like favourite TV channels, room temperature and light settings and makes automatic adjustments each time they check in.<\/p>\n

Next-level Inspiration<\/strong>: It\u2019s all about\u00a0a talismanic, aspirational quality that dovetails with consumers\u2019 dreams. If the customer reaction is generally, \u201cMakes me feel inspired\u201d, \u201cHas a purpose I believe in\u201d, \u201cI trust\u201d, and \u201cIs modern and in-touch\u201d, then the brand has created top-notch equity. \u2018Co-Create IKEA\u2019 is a digital platform encouraging customers and fans to develop new products. If a suggestion for furniture or product design is successful, IKEA may license the technology or agree to invest in future products.<\/p>\n

Next-level Partnerships<\/strong>: It\u2019s all about\u00a0leveraging the partner\u2019s reach and customer base, boosting visibility amongst new target audiences. If the customer reaction is generally, \u201cOh, I never knew this brand has so many features\u201d, \u201cNever came across this brand \u2013 looks interesting\u201d, and \u201cWorth a try\u201d, then the brand has created new customers and new markets.<\/p>\n

When Ola partnered with OnePlus, it made complete sense because both brands target the upwardly mobile consumer in urban India. Ola Customers were exposed to OnePlus\u2019 latest smartphone, OnePlus X, on-demand through the Ola app. Twenty-two thousand people interacted with OnePlus, and around a thousand phones were sold as a result of this partnership.<\/p>\n

Next-level Bonding<\/strong>: It\u2019s all about\u00a0listening and understanding what matters to customers. It\u2019s not just about how they think; it\u2019s also about how they feel. If the customer reaction is generally, \u201cI feel important\u201d, \u201cI enjoy the personalized touch\u201d, and \u201cThe experience is wonderful\u201d, then the brand is creating memorable experiences through hyper-personalization.<\/p>\n

Netflix is a great example of creating and distributing content that speaks to customers at every touchpoint in the brand journey and continually tracks data with a strong recommendation engine to customize the customer experience.<\/p>\n

\n

Enhancing brand relevance lowers customer acquisition costs and increases the lifetime value of customers.<\/strong><\/p>\n<\/blockquote>\n

A new added dimension is the reach and omnipresence of digital mediums. According to consumer research at Accenture, companies are losing $1 trillion in annual revenues to their competitors in the US market alone because they are not consistently relevant enough.<\/p>\n

Brands need to be living entities, constantly evolving, adapting to customer needs and building symbiotic ties.<\/p>\n

Sumber: Social Samosa<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Atul Raja of Wadhwani Foundation talks about the strategic purpose of increasing brand relevance and sheds light on how it reduces tactical marketing costs, over time. A plethora of brand launches happen every year. Brands come and go. However, only a select group stands the test of time and reaps the benefits of enduring customer […]<\/p>\n","protected":false},"author":8,"featured_media":16527,"template":"","tags":[7],"press-category":[],"coauthors":[],"class_list":["post-16526","press","type-press","status-publish","has-post-thumbnail","hentry","tag-authored-articles"],"acf":[],"_links":{"self":[{"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/press\/16526","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/press"}],"about":[{"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/types\/press"}],"author":[{"embeddable":true,"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/users\/8"}],"version-history":[{"count":0,"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/press\/16526\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/media\/16527"}],"wp:attachment":[{"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/media?parent=16526"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/tags?post=16526"},{"taxonomy":"press-category","embeddable":true,"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/press-category?post=16526"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/wadhwanifoundation.org\/id\/wp-json\/wp\/v2\/coauthors?post=16526"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}