BRAND POST

Brands that smash stereotypes with smart marketing strategies

In Episode 1, Season 2 of HT Brand Studio Live, top brand leaders will talk about how they steer clear of common marketing clichés.

Kantar’s ‘Connected Life’ study (which analysed 70,000 people in 56 countries from 2017 to 2018) concluded that most domestic buying decisions are made jointly by men and women.

Yet, domestic products are often marketed to women.

It’s not just about generalisations based on gender—people also feel that brands often resort to age, race and ethnicity-based stereotypes. There is a tendency to showcase millennials as reckless or selfish while senior citizens as less tech-savvy.

While market segmentation is a necessary tool for brand leaders, it tends to veer towards stereotyping. To connect with consumers, it is essential to think beyond established norms and take an inclusive approach.

To know more, tune in to the 1st episode of HT Brand Studio Live, Season 2. The show will be webcast from the Mint Facebook page at 10 am on August 13.

Brand leaders such as Rana Barua (Havas Group India), Malini Agarwal (MissMalini Entertainment), Anshuman Goenka (Bacardi India), Amisha Jain (Zivame) and Sharad Gupta (Escorts India) along with popular filmmaker Ashwiny Iyer Tiwari will discuss marketing beyond stereotypes.

The themes will include marketing in the age of personalization; going beyond the traditional ‘party culture’ narrative in the alcobev industry; the art of making unconventional films; and challenging taboos associated with women’s intimate wear.

HT Brand Studio Live is hosted jointly by HT Brand Studio and DMAasia, and is a part of the HT Brand Leadership Series, an annual property hosted under the domain of HT.com that has content around breakthroughs in marketing.

The previous season of HT Brand Studio Live saw over 100 brand leaders including the likes of Anjali Malhotra Nanda (Aviva India), Puneet Anand (Hyundai Motor India), Karan Kumar (Fabindia), Kedar Apte (Castrol India), Megha Tata (BTVI), Solomon Wheeler (Vistara), Nikhil Rastogi (Citibank), Sandeep Singh (Bira 91), Tarun Garg (Maruti Suzuki), Priyanka Gill (POPxo), Asha Kharga (Axis Bank), Srihari Gopinath (Hewlett Packard Enterprise) and Mandar Natekar (Kidzania).

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