Mindshare Brand Equity Compass 2012: Awakening to the moment of truth

MUMBAI: The fifth edition of the Mindshare Brand Equity Compass 2012 was held on March 27 in Mumbai. With 'moments of truth' being the theme of the event, luminaries from the marketing fraternity deliberated over the quintessential factor around consumer growth, leadership, communication and market penetration, including rural markets, through a series of panel discussions and presentations.

Setting the pace for the event through his special address, Marco Rimini, Leader, Business Planning, Mindshare Worldwide, spoke about the change from the consumer point of view and adaptive marketing, which is the direction where it’s all headed now. Similarly, in his keynote address, Shantanu Khosla, Managing Director &CEO, P&G, stressed on the fact that truth is always on real-time branding as it moves from product to purposes.

Following this, the panel discussions where newer ideas centring on the theme of the event were held. Some interesting ideas, including the concept of original thinking, the need for interface with the consumer, and 2 pyramid theories, among others were touched upon by CMOs and CEOs from different sectors such as FMCG, BFSI and automobile. The untapped potential of the rural market, which contributes the highest to the GDP, was also highlighted. The role of the Internet and mobile telephony, which have changed the perception of a consumer, and have necessitated the need to evolve more game-changing strategies, was also underlined.

This event has proved to be an exclusive platform for the next generation to highlight marketing, media and consumer behaviour and equip them with an arsenal of marketing mantras.