BRAND-BREAKTHROUGHS

Brand Marketing

Brand Breakthroughs: Micro Influencers Matter – More

The influence that comes from relevant expertise no matter how enticing the follower count is invaluable. These influencers with relatively fewer followers are often better suited to drive sales outcomes as they are readily trusted amongst their specialized target base, writes Infosys global CMO Sumit Virmani in this Brand Breakthroughs column.

Brand Marketing

Brand Breakthroughs: Infosys Global CMO on what it takes to love a brand

In an exclusive column for Storyboard18, Infosys global CMO Sumit Virmani, decodes why some brands are good at winning the consumer's love.

Brand Marketing

Mega Sports Platforms: Infosys global CMO on the mega brand opportunity!

Sumit Virmani, Global Chief Marketing Officer, Infosys, writes about the power of sustained sports associations. Read Virmani's column Brand Breakthroughs exclusively on Storyboard18.

Brand Makers

Brand Breakthroughs: Decoding the Gen Alpha opportunity for brands

In an exclusive column for Storyboard18, Sumit Virmani, global chief marketing officer, Infosys writes that the Gen Alpha are more empowered than any single generation before – larger in numbers, very digital, more than half of them with their own smart phones, their access to information near-unlimited, with awareness into social issues and readiness to speak up being unprecedented.

Brand Marketing

Brand Breakthroughs: Infosys global CMO Sumit Virmani on 'The Anatomy of Brand Trust'

The insight is telling – if we can evolve our customers from wondering if the brand will make good on its promise to simply take it for granted, purchases will start to become a habit – a matter of brand trust – rather than a go/no-go decision every time, writes Sumit Virmani, global chief marketing officer, Infosys, in an exclusive column for Storyboard18.

Brand Marketing

Brand Breakthroughs: Why sports must be key to your brand strategy

In an exclusive column for Storyboard18, Sumit Virmani, global chief marketing officer, Infosys, writes that one should zero in on the sport that naturally appeals to their stakeholder groups – from potential employees to purchase decision-makers.

Digital

Infosys global CMO Sumit Virmani on navigating the big hurdle to the Gen AI promise

The outcomes we generate can be as distinctly different as our approaches. We could get exponentially more productive, more creative. Or, at the other end, create for ourselves a recipe for chaos and disastrous decisions. Sumit Virmani, global CMO of Infosys, writes in an exclusive column for Storyboard18.

How it Works

Marketing for growth: Connecting campaign outcome with business performance

The test for marketers, is to eliminate inefficient spends and reinvest the saving in investments that balance the short-term growth acceleration with a long-term agenda to secure market share gains. It’s up to marketing to create a resilient impact framework that helps the business outlast the storm and set sail confidently when the headwinds calm down.

Brand Marketing

Brand Breakthroughs: Can gen AI make all marketers creative?

When it comes to amplifying human potential for creativity, AI, especially generative AI, can make written and visual communicating easier. Idea generation, thought-starters, personalized content development, image and video generation, even press release generation are all areas that gen AI can impact, writes Sumit Virmani, global CMO, Infosys, exclusively for Storyboard18.

Brand Marketing

Purpose: The cornerstone of timeless brands

In an exclusive column for Storyboard18, Sumit Virmani, global CMO of Infosys, writes, the moment a brand is born, the pressure for it to stay relevant is also born. Timeless brands never stop changing with changing times, and yet remain unchangingly recognizable and comfortingly familiar at the same time.

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