Not long ago, Microsoft faced a daunting task: overcoming perceptions of its brand as slow-moving and traditional, leaving it struggling to compete with the likes of Amazon, Google and Facebook. Not only was rapidly changing technology reshaping the industry, but fierce competition and stagnant internal culture had left Microsoft feeling like it had lost its soul.
I graduated in 2009 when the gloom of the global recession had spread far and wide. From not having a job, to working at Landor, one of world’s leading brand consulting firms, the journey has been infinitely rewarding and life-changing. Of course, there have been moments of despair, anxiety and self-doubt along the way which I believe are par for the course. A combination of naiveté and occasional maturity kept me going over the years.
As I look back, I wish I knew the following from the very start.
On 27th November, Landor Mumbai hosted a Tech. Gender. Brand, a panel discussion focussed on exploring and building an understanding of two biggest forces of our time that redefine our future – technology and gender.
Deepali Naair, Director of Marketing, IBM India & SA, Falguni Nayar, CEO, Nykaa, Garth Viegas, Director of Insights, TATA Global Beverages and Jaimit Doshi, EVP, Kotak Securities came together to form a panel rich with insights from different industries and from eminent speakers at the helm of some of India’s biggest brands. The panel was chaired by Nick Foley, Regional President, Landor SEAPJ.
Lulu Raghavan, MD, Landor Mumbai opened the discussion with a thought provoking presentation on gender stereotypes that find their way into brands and how technology is influencing how brands are built and managed.
Over 80 clients, partners and contacts attended the event and the ensuing networking session.
Speaking about AI at risk of being sexist, experts concluded that brands must train their AI with more responsibility. They contended that product and branding decisions can be biased because of unconscious, preconceived notions about gender roles but they need to be upfront with their consumers, steer away from these stereotypes and stay honest and relevant.
Click here for the official photo release from Tech. Gender. Brand.
To know more about the event or to schedule a presentation in your office, please write to: Manil Dodani Business Development and Marketing Manager firstname.lastname@example.org
The holidays are a great time for brands to connect with consumers by engaging their festive spirit. However, brands seeking to leverage this opportunity must also take on the chaotic festive clutter that ensues.
If you’ve asked your Amazon Echo to play your favorite song and turn your living room lights on as you arrive home from work; if you’ve told your iPhone to text a friend or dial their number while you drive—you’re familiar with voice technology.
The air is filled with a new exuberance. Prime Minister Narendra Modi’s vision of ‘Make In India’ aspires to turn India into a manufacturing hub for the rest of the world. Alongside, his invitation to US companies to participate in India’s industrial space signals a robust development for India’s booming SME community.
At an estimated 64 million in 2016, India has the second largest number of SMEs in the world, with China leading the table. While it has been established that SMEs have the potential to drive industry growth, what most entrepreneurs do not realise is that apart from conducive administrative reforms, some of the challenges they face can often be addressed by one important strategy in their arsenal: Branding.
Branding is a need, not a luxury.
Artificial intelligence is revolutionizing the way customers engage with brands. Businesses leveraging AI are setting a new bar in customer experience– and being part of this movement is essential for brands to thrive.
In fact, Servion predicts that artificial intelligence will power 95 percent of all customer interactions by 2025. That’s quite an evaluation, and it begs the question, what is artificial intelligence and how can we leverage its infinite possibilities?