Tag: Brand Breakthroughs

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

In these times of data-driven performance marketing, some marketers might be tempted to pooh-pooh the notion of brand love. And yet, these same marketers will vouch for the value of using rational means to persuade customers to develop an emotionally driven, compelling disposition to the brand in one’s charge. Well, that’s why they say, in the end love always wins. Even, brand love, writes Sumit Virmani, global chief marketing officer, Infosys. (Image source: Unsplash)

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

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

"Appearing as a sponsor of a big sporting events, especially consistently over a longer period, can signal positive brand associations and cue greater confidence in the brand," writes Virmani. (Image: bo-zhang via Unsplash)

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 Breakthroughs: Decoding the Gen Alpha opportunity for brands

Gen Alpha is that ignore-at-your-own-peril, highly influential ‘gateway generation’ bringing, in addition to new lingo, stimuli, information, brands, and even value-shifts to purchase-decision-makers in their homes – with the propensity to create tectonic changes in long-term consumer habits, writes Sumit Virmani, global chief marketing officer, Infosys. (Image source: Firstpost)

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

Running a business is complex, mistakes are not uncommon, and customers are sometimes disappointed. Especially in these times when brands need to position themselves as culturally relevant and insert themselves into cultural conversations, the risk of getting it wrong is ever imminent, writes Sumit Virmani, global chief marketing officer, Infosys. (Representative Image: Bernard Hermant via Unsplash)

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 Breakthroughs: Why sports must be key to your brand strategy

As Sumit Virmani, global chief marketing officer, Infosys, puts it, brands that align their sports marketing to their purpose know that their efforts tie back to the core of the very reason their business exists, with the deepest engagement from their top team, clients, and broader stakeholders. (Image via Unsplash)

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.

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

A first footing forward is to invest in a unified data management system that consolidates data from various sources – apps, CRM, social media, you name it – into neatly organized customer profiles. This holistic view of the organization’s data means better data management made easy and ready reliable insights too, writes Sumit Virmani, global chief marketing officer, Infosys. (Image: Via Unsplash)

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.

Marketing for growth: Connecting campaign outcome with business performance

Notably, the average transaction size for mass-market and mass-affluent products jumped by 11 percent and 12 percent respectively on match days in host cities. (Representative Image: Mathieu Stern via Unsplash)

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 Breakthroughs: Can gen AI make all marketers creative?

As Sumit Virmani, global chief marketing officer, Infosys, puts it, brands that align their sports marketing to their purpose know that their efforts tie back to the core of the very reason their business exists, with the deepest engagement from their top team, clients, and broader stakeholders.

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.

Purpose: The cornerstone of timeless brands

Patagonia, the outdoor recreation clothing brand, is committed to “saving our home planet”. They see their reason grow more relevant as the climate crisis deepens. They donate time, services and at least 1 percent of sales to help hundreds of grassroots organizations remain vigilant, appreciate and protect natural life and resources that face the threat of extinction, writes Infosys' Sumit Virmani. (Representative Image: Unsplash)

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.