A multi-lens approach to building differentiated brands

For as long as the mind stretches back, brands have been deeply interwoven into the social fabric of our lives. And just as we all have evolved, they too have changed to stay abreast of the needs of dynamic consumer demands, in an effort to stay at the forefront of a wave of changes.

And make no mistake about it, there are a spate of shocks for brand leaders to circumnavigate. There is, of course, the broad economic uncertainty that serves to dampen the mood somewhat. Intensifying geopolitical tussles too serve cause for concern. And amidst all of this, consumers are revisiting their core behaviours, leading to fresh habits and preferences, some of which are springing out of left field. 

This leads to inevitable questions for organisations and leaders: growth, or profitability? local or global? Enterprise-wide change, or staggered rollouts? In the pursuit to build something great, suffice to say that these are not either or’s that can be pondered. Increasingly, they are and’s that must be embraced at once, for consumers want everything, everywhere, all at once. 

To achieve this is no mean feat, but a few brands have managed to crack this conundrum in an admirable manner, in the process rightfully earning themselves the right to be classed as one of the Most Preferred Brands of India 2023. The achievements of these standout brands were recognised in an exclusive recognition ceremony held on December 8th in Mumbai, with the pantheon of brands recognised including:

·      Allcargo

·      Baggit

·      Cambay Tiger

·      Candere by Kalyan Jewellers

·      CaratLane - A Tanishq Partnership

·      Crompton Greaves Consumer Electricals Limited

·      Cycle Pure Agarbathi

·      Dalda Vanaspati

·      Fenesta - Most Preferred Brand in Windows and Doors

·      Franke Faber India Pvt. Ltd

·      Hisense India

·      Honda Motorcycle & Scooter India Pvt. Ltd

·      Ikonic Professional

·      Kissan

·      Lotus Herbals

·      MG Motor India

·      MSP STEEL

·      Natural Remedies

·      OnePlus India

·      PPIN Private Limited (Pilot Pens India)

·      Prominance Window SystemS

·      REHAU India

·      Shapoorji Pallonji Real Estate.

·      Smartworld Developers Pvt. Ltd.

·      Springwel

The 3rd edition of this unique industry-led initiative was shaped by insights drawn from an industry-wide consumer study conducted by LeadCap Ventures, with brands appraised on the following parameters:

·      Customer Engagement

·      Reliability Quotient

·      Glocal Presence

·      Distinctiveness

·      Brand Intimacy

To deliberate on the success factors underlying the mercurial rise of these legacy and digital-native brands, a motley collection of luminaries and experts decoded what it takes to succeed in this changing milieu. Speakers on the day included Ayesha Billimoria, Indian fitness influencer, athlete, public speaker, model, trainer, and author; Sumiit Lakhutia, Senior News Editor, Times Influence, Times Network; G.P. Srivastava, Vice President - Sales & Marketing, PPIN Private Limited, Venesa Bar, GM- Corporate Communications, Shriram Finance Limited; Shivpriya Gowri, Director, KPMG and Viraj Sheth, Co-Founder & CEO at Monk Entertainment, and Forbes Asia 30 under 30, 2022.

Offering his thoughts, Sharad Gupta, Co-Founder, Team Marksmen Network, stated, “In this ever-evolving landscape, branding transcends mere logos; it's an immersive journey shaping perceptions and experiences. Success in this new realm demands a blend of authenticity, adaptability, and empathy. It's about weaving compelling narratives that resonate, fostering connections that endure, and embracing change as an opportunity. To thrive in this brave new world of branding requires a marriage of innovation and relevance. It's not just about standing out; it's about standing for something—a beacon of trust, purpose, and resonance. Embracing this evolution isn't a choice; it's the essence of staying relevant and impactful in our dynamic marketplace, and this is the baton picked up by the Most Preferred Brands 2023 as they run a race most brilliantly."

To know more about this unique initiative, write to us at contact@teammarksmen.com.

About Team Marksmen

Through an array of bespoke industry-centric knowledge platforms, using a variety of formats, such as Roundtables, Summits & Conferences, Workshops, and Recognition Ceremonies, Team Marksmen helps senior industry decision makers navigate through issues of critical importance and informs their world-view for better decision-making.

Team Marksmen has successfully executed more than 20 events with 300+ domestic and international B2B and B2C brands, helping businesses across industries create opportunities to engage audiences through on-ground and virtual experiences. 

The organisation empowers industry leaders by providing them with insights, ideas, and opportunities that fits their unique industry and context. Through content shared via its flagship website, Marksmen Daily, and print magazine ‘in Focus’ focused on business, leadership, and lifestyle, they help advance the practice of management. Their latest venture, Marksmen Media, is a comprehensive digital marketing agency that helps brands craft bespoke success strategies.

(Articles under 'Fortune India Exchange' are either advertorials or advertisements. Fortune India's editorial team or journalists are not involved in writing or producing these pieces.)