22 August, 2020: Addressing students of IIMB’s one-year Executive Post Graduate Programme in Management, at the EPGP Seminar on 22nd August 2020, on ‘Brand Positioning in the Digital Age’, Jerry Verghese, brand expert and ex-VP of Boeing, shared highlights of his brand management journey.
Explaining how visuals generate ideas about brands and how consumers associate details such as colour with brands, Jerry offered examples of brands like Intel and Coca Cola to make his point. “Brands like Boeing and Rolls Royce have repositioned themselves to stay relevant and contemporary even as they have kept their core brand values intact,” he said.
Defining brand as a promise made to consumers and reputation as a scorecard of meeting that promise, he spoke about disruption caused by digital and social media. “Crisis management is key in the era of social media, where a single comment can go viral. Keep brand communication clear, authentic and true to your company’s values. Successful branding allows companies to charge a price premium, influence repurchase intent, create brand loyalty and goodwill and, perhaps most importantly, attract the best talent and the largest investment,” he explained.
“The message of the brand should start from the inside and, therefore, the most important audience for a brand’s message, vision and beliefs are the employees. If they are not living the brand, you will not be able to grow your brand successfully,” he said, offering tips for effective branding that includes simplifying content, telling the brand story visually and making it strike an emotional chord.
“Get your brand out of the media clutter. Get a consistent message across the globe but tailor things to a unique geography, market or country. Tell stories that leave behind key messages,” he added.
22 August, 2020: Addressing students of IIMB’s one-year Executive Post Graduate Programme in Management, at the EPGP Seminar on 22nd August 2020, on ‘Brand Positioning in the Digital Age’, Jerry Verghese, brand expert and ex-VP of Boeing, shared highlights of his brand management journey.
Explaining how visuals generate ideas about brands and how consumers associate details such as colour with brands, Jerry offered examples of brands like Intel and Coca Cola to make his point. “Brands like Boeing and Rolls Royce have repositioned themselves to stay relevant and contemporary even as they have kept their core brand values intact,” he said.
Defining brand as a promise made to consumers and reputation as a scorecard of meeting that promise, he spoke about disruption caused by digital and social media. “Crisis management is key in the era of social media, where a single comment can go viral. Keep brand communication clear, authentic and true to your company’s values. Successful branding allows companies to charge a price premium, influence repurchase intent, create brand loyalty and goodwill and, perhaps most importantly, attract the best talent and the largest investment,” he explained.
“The message of the brand should start from the inside and, therefore, the most important audience for a brand’s message, vision and beliefs are the employees. If they are not living the brand, you will not be able to grow your brand successfully,” he said, offering tips for effective branding that includes simplifying content, telling the brand story visually and making it strike an emotional chord.
“Get your brand out of the media clutter. Get a consistent message across the globe but tailor things to a unique geography, market or country. Tell stories that leave behind key messages,” he added.