Imagination and as Viksita put it, “being a dreamer by heart”. Always stay true to the brand values. A great example Shekar shared was during a time in his previous company in a marketing function, he tried to mimic the leading brand in that category – it simply didn’t work. Consumers were confused about the direction and it didn’t build trust. As Shekar reminded all that morning, “the company owns the trademark, the brand is owned by the consumers”. Always be true to the brand.
Boldness and courage. Dare to go down the path no-one has gone before and allow to fail – gold nuggets. We have heard that before but sometimes, we need a little reminder, don’t we? Both speakers work for international brands, where data is plentiful and the tools are available to analyse them. Use the data but read the data through the lens of boldness and creativity. Let’s delegate machines to do the mundane marketing jobs to free up creative spaces and thinking.
- Lead through personal commitment which helps shape our perspectives to providing authenticity in leading and guiding the teams we work with. Viksita recommended to read more so that we use the art of storytelling to develop our empathy in people management skills.
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