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Finding the Sweet Spot

Finding the Sweet Spot

Shivaji Dasgupta

Shivaji Dasgupta

July 7, 2019

Businesses need to infuse performance "experience" with desirable meaning, delighting not just customers but society too.

"The marriage of purpose and customer-centricity boils down to an honesty that inspires."

Times of India

By Shivaji Dasgupta

CSO, Havas Group India

July 7, 2019

 

It is clearly established that brands with “proven purpose” are more likely to be patronized because new-age customers place exceptional weight on integrity, sustainability, and genuine change. The key challenge for businesses, then, is to infuse performance “experience” with desirable meaning, delighting not just customers but society too.

The culture of branding is essentially first-world, a logical offshoot of the Industrial Revolution and early consumerism. Underdeveloped markets, by and large, emulated these protocols and practices while developing customized variations. Interestingly, the movement towards purpose emanated simultaneously from developed and developing markets, drawing from the unique sentiments of each. Also, excess and scarcity, through a rare “union,” drove customers to look beyond transactional value, helping co-create the future of the planet.

A key enabler of this progression is the digital evolution and its concurrent effect on transparency. Every action performed by brands is under continuous scrutiny, with social-media platforms urging all to comment and debate. There is far greater awareness of global issues, and, as per Al Gore’s hypothesis, the impact of climate change is being felt in our lifetimes. Societies that had become complacent due to unprecedented periods of peace are rekindling their Darwinian instincts. Brands are thus being urged to demonstrate a higher degree of purpose, collaborating with citizens to build a safer and brighter tomorrow.

At the same time, in an abundant environment of choice, the customer has to yield to her instincts. Just a statement of intent is never enough, unless wedded to the fundamental experience. Which is a point of view on how the brand makes a difference to how we live and act (in the context of how the product or service performs). Because one without the other is, frankly, insufficient, resulting in a loss in credibility and conviction. And the modern customer is remarkably objective, a mere promise no longer a sufficient potion for conversion.

However, it is also important to note that not every category has a core earthly purpose, when there is no convincing connect. Thus, its ambit must extend to a larger societal context, one which enables the building of a civil community. Equality in opportunity and access, busting barriers of any kind, building etiquette and graces, promoting happiness and good cheer, widening horizons of belief and opinion — all of these (and so much more) qualify as “potent purpose.” As long as it is an actionable and dynamic force of goodness, inspiring the user to think and do on such lines (as opposed to simply ensuring a delightful transaction).

 

Read the full article

"The marriage of purpose and customer-centricity boils down to an honesty that inspires."

Times of India

By Shivaji Dasgupta

CSO, Havas Group India

July 7, 2019

 

It is clearly established that brands with “proven purpose” are more likely to be patronized because new-age customers place exceptional weight on integrity, sustainability, and genuine change. The key challenge for businesses, then, is to infuse performance “experience” with desirable meaning, delighting not just customers but society too.

The culture of branding is essentially first-world, a logical offshoot of the Industrial Revolution and early consumerism. Underdeveloped markets, by and large, emulated these protocols and practices while developing customized variations. Interestingly, the movement towards purpose emanated simultaneously from developed and developing markets, drawing from the unique sentiments of each. Also, excess and scarcity, through a rare “union,” drove customers to look beyond transactional value, helping co-create the future of the planet.

A key enabler of this progression is the digital evolution and its concurrent effect on transparency. Every action performed by brands is under continuous scrutiny, with social-media platforms urging all to comment and debate. There is far greater awareness of global issues, and, as per Al Gore’s hypothesis, the impact of climate change is being felt in our lifetimes. Societies that had become complacent due to unprecedented periods of peace are rekindling their Darwinian instincts. Brands are thus being urged to demonstrate a higher degree of purpose, collaborating with citizens to build a safer and brighter tomorrow.

At the same time, in an abundant environment of choice, the customer has to yield to her instincts. Just a statement of intent is never enough, unless wedded to the fundamental experience. Which is a point of view on how the brand makes a difference to how we live and act (in the context of how the product or service performs). Because one without the other is, frankly, insufficient, resulting in a loss in credibility and conviction. And the modern customer is remarkably objective, a mere promise no longer a sufficient potion for conversion.

However, it is also important to note that not every category has a core earthly purpose, when there is no convincing connect. Thus, its ambit must extend to a larger societal context, one which enables the building of a civil community. Equality in opportunity and access, busting barriers of any kind, building etiquette and graces, promoting happiness and good cheer, widening horizons of belief and opinion — all of these (and so much more) qualify as “potent purpose.” As long as it is an actionable and dynamic force of goodness, inspiring the user to think and do on such lines (as opposed to simply ensuring a delightful transaction).

 

Read the full article

Shivaji leverages over two decades of rich experiences across the length and breadth of brands across multiple categories.

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