Why Trust is a precondition to Brand Building in Low Income Markets
Foreign brands fail again and again with their communication at the launch stage and very often cannot really figure out the reason for that. Our analysis shows that there is deep sense of mistrust that exists amongst consumers in low income markets. Most of the time, they do not trust new brands and hence find their benefit articulation irrelevant. The need is to first establish credibility.
Read moreOnce upon a Emerging Market.
Trust is CRITICAL in emerging markets, much more than marketers care to realize or are willing to build. There are numerous examples of those who thought otherwise and today are sitting on invaluable consumer franchise – because they created TRUST amidst a largely uncertain economic, political and social environment. ...
Download: Trust INM V1.2.pdf [501.78KB]
Storytelling in Strategy - Co-Create a Tale
Article Synopsis
“..Stories are like the user interface of a smartphone. The average user doesn’t need to know the complex technology that works beneath the beautiful phone. They marvel at the outcome of such technology through the user experience. Similarly, real life is multi-variate. Most real-life outcomes cannot really be explained by just one or two variables. Stories are potent because they help us understand complexity in a simple way. There may be multiple reasons why something happens the way it does, and no mathematical analysis can illustrate that point to an average person in a way that they get it instantaneously….” For the full article, click on link....
SO, WHATS YOUR STORY
The important thing to understand here is that the power of the tool is in the telling. The story has to be told to an audience and that’s how it comes to life. There is no usefulness to a story if it’s not internalized by the audience, if they don’t live, breathe and imagine it....
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