At Goafest 2024 on day 2, Zairus Master, Chief Business Officer at Honasa Consumer, discussed the common issue of emerging brands being overly focused on both short-term and long-term goals during a panel discussion. He emphasised the need to balance these objectives to ensure sustainable growth.
A Knowledge Seminar titled ‘Marketing Adaptability: Blending Traditional And New-Age Marketing For Brand Success’, featured a distinguished panel of industry leaders including Chandan Mukherjee, Director and Executive Vice President at Nestle; Shubhranshu Singh, Chief Marketing Officer of Tata Motors Commercial Vehicles; Sukhleen Aneja, Chief Executive Officer of The Good Glamm Group; Sandeep Karwa, Vice President, Monetization at Flipkart; and Master.
Master, through this conversation, addressed the prevalent issue of emerging brands being overly fixated on short-term goals, long-term goals and the apparent divide, stressing the importance of balancing short-term and long-term objectives.
He emphasised the overarching goal of building brands and the necessity of acting swiftly to achieve business growth. “There is only one objective and action which is to create business,” he affirmed.
Thereafter, Mukherjee underscored the importance of fundamental principles, such as understanding consumers and the brand and utilising various integrations to achieve objectives. He noted the evolving nature of brands in today’s dynamic landscape, highlighting their ability to redefine and stretch boundaries.
Mukherjee also touched upon the rapid digital penetration and technological advancements, urging against drawing distinctions between traditional and modern approaches.
Aneja, while addressing the audience said, “Fundamentally, if we have to grow, we have to keep adapting and manage the pace of change, while keeping our humility in check.”
In this session, the panel delved into the fusion of traditional and new-age marketing strategies for brand success. With a focus on adaptability in an ever-evolving market landscape, the speakers shared their insights on blending time-tested marketing approaches with innovative techniques to stay ahead of the curve.
From leveraging digital platforms to harnessing the power of storytelling, the session provided actionable strategies to navigate the complexities of modern marketing and drive meaningful impact for their brands.
