In a fleeting world, the only way to build brand love is to be clear of what your brand stands for, believes Rohit Kapoor, chief executive officer, Swiggy. He explains in case of Swiggy, the brand stands for “unparalleled convenience to the Indian consumer.” That purpose, the company doesn’t let go, and in every communication they speak in creative ways. “What we mean to the consumer and what the consumer perceives about us has to be fairly consistent. Your values anchor you as a human being. Similarly, brand purpose and what you stand for as a company anchors you when there is so much noise around you,” he adds.
On the sidelines of Goafest 2023, Storyboard18 also asked Kapoor his views on Artificial Intelligence (AI). He believes, AI will impact everything around us. With respect to its usage in marketing, brand will have to understand the use cases, before AI-ing it. “The core problem does not go away. The core problem is a for consumers to do something which the brand wants them to do. Here, AI will be transformational in two to three areas,” he states.
One, creating content will be a lot easier with AI. Second, the ability to tailor to the right audience will get sharper. Marketers still have a lot to explore and decode using the power of AI.