Branding in India: The People's Era

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Domain-B.com has published an interesting interview with Aruna Rathod. The interview talks about how branding has changed over the years and how brands are becoming properties of people.

The biggest revolution is happening across the world. Brands are not properties of manufacturers but are becoming properties of people. We have transformed ourselves from the brand era, ideas era, marketing era to a peoples era.

If you go to YouTube and type Nike India, you don't see the official commercial but you see a lot of consumer-created content. There are films songs and stunts done on the street. This way the consumer shows what they think of a brand.

We are doing B to C (business to consumers). An advanced cell phone features should be explained in the language of a six-yr-old, that's where the skill of the copywriter comes in.

The full interview can be found at: domain-b.com : Brands are becoming properties of people