By Shaziya Khan, VP & Executive Planning Director (JWT, Mumbai)
In the new year, resolve to listen to your customers and talk to them in their language.
And then, participating in it rather than interrupting it via plans that convert these connections into compelling brand opportunities. These participation pointers for brands comprise 2014 resolutions for brand custodians.
As the CEO of photo app company Aviary says: “As the mobile and social consumer is discerning, the images posted must be native to the underlying service and match its tone and content to deliver authentic communication.” Brands thus must rethink their visual aesthetic and re-interpret brand assets for a visual age. They should focus on how to convey messages visually and train teams to become more visually literate.
The article was first published in The Hindu Business Line (Jan 2, 2014)