The Hindu Business Line : ‘Brands should strike an emotional link with people’

Hyderabad, Feb. 1 To improve customer reach, brands need to go beyond the product and establish a linkage between values of the company and life of customers, according to Mr Dan Wieden, Chief Executive Officer of global advertising agency, Wieden+Kennedy, US.

In his keynote address on Friday, at the inaugural session of the two-day Brand Summit 2008, being organised by the Confederation of Indian Industry (CII) here, Mr Wieden said brand management should keep pace with the rapidly evolving technological change.

“Only product advertising will not be sufficient and brands should strike an emotional linkage with people,” he said.

Mr Srinivasan K. Swamy, Chairman of the summit, said unresponsive marketers were responsible for the death of a brand. “A brand is subjected to incremental changes in the environment. We can actually make a brand live by being sensitive to these developments,” he said.

In her inaugural address, Ms J. Geetha Reddy, Andhra Pradesh Minister for Major Industries, said the gross domestic product of the State had grown by over 11 per cent in the last financial year.

“This growth is much higher than the national average. Andhra Pradesh has been a hub of development and on the radar of foreign investors,” she said.

The two-day meet is being attended by over 200 industry representatives from India and abroad.

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