A panel discussion on branding was organised by World Trade Center. Marketing experts from around the world joined to discuss ways to position SME brands globally.

Panelists

• Andrew Canter, Global CEO-Branded Content Marketing Association from London, UK
• Roger Casas, Founder and Director-El Canonazo from Barcelona, Spain
• Rebecca Allen, Chief Commercial Officer, Codec from London, UK
• Spero Patrocios, Founder and MD-Lunch Factory from Johannesberg, South Africa

 

The panel opined that brands these days should be authentic to their clients and to the society. The power of collaboration needs to be tapped during uncertainties. Take time to understand the audience and customise products and services accordingly. Priority should be for survival. Beauty of branded content is that it provides companies the ability to engage with consumers through story-telling. Covid has in fact given a boost for branded content particularly digital media. As cash flow slows, clients turn choosy. Content marketing strategy also differs based on industry. The key is to provide value by informing, educating, entertaining and inspiring clients. Panellists also shared their rules of engaging with clients in their respective geography especially on limited budgets through case studies.

Moderator

Karnvir Mundrey, Founder and Chief Ideation Officer-Adharva Marcom from Bengaluru.

He opined that companies should seriously focus on branding when a crisis hit. According to him this lockdown was the most underutilised time for many brands. Mundrey said it is better to know the market first and then communicate accordingly. When in a crisis, it is important to stay honest with stakeholders.

SMEs across industries participated in this discussion which was the first webinar in the series on branding.