Suresh

Brand Consulting

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1. The human side of branding

Brands are like people. They need love, care, respect and admiration. They need to be looked after. They have emotions just like people. In a world grappling with the deficit and surplus conundrum (deficit of trust, time, resources, attention and the surplus of information, goods, services and choices), branding needs to be humane to connect and bond with the consumer emotionally and walk the loyalty tightrope. Suresh champions the cause of emotional humane branding that strikes a strong chord with customers and works closely with brands in realising that objective.

2. Branding that disrupts, respects and awakens!

The biggest danger that Suresh feels for brands is the seemingly comforting cocoon of the status quo. Over time we have all seen brands that were market leaders and category pioneers disintegrate to nothingness and lower. Brought about by taking the customer for granted. In an era where the consumer is marketing to marketers (rather than the other way round) through the 3 P's ie Price, Pressure & Politics, it increasingly hinges on brands to do all that it can, day in and day out to keep the customer at heart. Through his concepts of CLAP (Customer Love Affair Plan) and BEST (Brand Energy Stimulation Treatment), Suresh works with brands to create the spark and desire for customers to keep coming back to brands for more and more.

3. Brands - Content- Customer

Suresh has pioneered the 5C model where all communication must integrate Content, Context & Conduit appropriately to translate to Customer and Commerce. As brands get into media avataar mode in an increasingly ever connected, socially vibrant, community and conversation oriented eco system, how they create, manage and disperse content is of paramount importance. Content for brands has already become the omnipresent tool to pull and engage potential audiences/customers and Suresh works with brands in multiple categories and disparate geographies to facilitate that.

4. Mine share, Mind Share, Market Share

Consumer insight is critical to branding and communication. So when it comes to reaching out, impacting and influencing consumer behaviour, it is indeed wise to bear in view the key cognitive habits that are and will shape their behaviour. So be it the Maslow's Hierarchy of Needs or the Hedonic Adaptation * or Inequity Aversion, dealing with consumers is much more than being just transactional. Brands need to prepare for multi-polar global consumerism, in which consumers-newly rich, newly sophisticated, or simply altogether new-with their own fresh demands, drive product and service innovations across territories. The consumer and the business landscape has been remapped. Suresh helps brands to understand the emerging trends, dive in and profit from them.

* Hedonic Adaptation: Soon after a highly positive or negative life event-winning the jackpot for example-self-reported happiness will return to its previous level (known as the hedonic set-point) for most people. Hedonic adaptation is one of the fundamental psychological drivers of consumerism, pushing consumers to demand, acquire and experience even more top achieve the same highs.

5. Brands and NEWISM

Brands are like people. They need love, care, respect and admiration. They need to be looked after. They have emotions just like people. In a world grappling with the deficit and surplus conundrum (deficit of trust, time, resources, attention and the surplus of information, goods, services and choices), branding needs to be humane to connect and bond with the consumer emotionally and walk the loyalty tightrope. Suresh champions the cause of emotional humane branding that strikes a strong chord with customers and works closely with brands in realising that objective.


Concept & Development:

 Isd global

For disruptive branding and creative communication