Below The Line

State of B2B brand building

Published

2 years ago

April 8, 2024

Mumbai: In today’s digital era, the importance of online brand building in the B2B sector is becoming increasingly evident. While many B2B companies have traditionally focused on performance attributes such as price and features, they have often neglected the broader initiatives to build their online brand presence. However, recent studies suggest that this approach may be overlooking a crucial aspect of modern marketing.

Research in the European Journal of Marketing explored how B2B companies create their brand image online through their products and customer interactions. The study found that companies can build a strong and consistent online brand image by focusing on two key aspects: the quality of their products and their customer engagement. This means companies need to show they are good at what they do and also need to build good relationships with their customers online.

This finding challenges the traditional B2B marketing paradigm. It suggests that B2B companies should not only emphasize competence in product design and R&D but also warmth in activities related to sales and customer service. This approach can help firms build strong B2B brands that are both warm and competent online.

The argument for a balanced approach to online brand building in B2B marketing is further supported by data from Boston Consulting Group (BCG) and Google. Their research shows that online brand marketing improves not only the brand but other components as well, such as the return on marketing investment (ROMI) on performance marketing, customer advocacy, and even employee satisfaction. Despite the clear benefits of online brand marketing, many B2B companies continue to underinvest in this area. This is a missed opportunity. Companies that are more mature in terms of online brand marketing generate a higher ROMI on those efforts; moreover, strong online brand marketing capabilities reinforce performance marketing, leading to better engagement overall.

Let’s take the example of Tesla. Elon Musk, the CEO of Tesla, has played a pivotal role in the company’s growth and success. His charismatic personality and visionary leadership have been instrumental in shaping Tesla’s brand image. Musk’s personal brand is characterized by his passion for innovation, commitment to sustainable energy, and bold, often controversial, statements.

Musk’s active presence on social media platforms, particularly Twitter, has been a key aspect of Tesla’s online marketing strategy. His tweets about new product launches, company updates, and even his personal thoughts and opinions, generate significant media attention and public interest. This has helped boost Tesla’s brand visibility and market value.

If you want more examples near home, take a look at the judges on Shark Tank India. They are not just investing in businesses; they’re also investing in their personal brands. Each judge, a successful entrepreneur in their own right, uses the platform to demonstrate their expertise, strategic thinking, and unique approach to business. Their critiques, advice, and investment decisions all contribute to their personal brand narratives. Plus, they extend their brand-building efforts beyond the show. They engage with their audience through social media, sharing insights, experiences, and personal stories that reinforce their brand identities. They also leverage their business ventures and public speaking engagements to further enhance their personal brands.

This strategic personal brand building serves to strengthen their business interests. A well-crafted personal brand can foster trust, attract opportunities, and drive business growth. Therefore, their participation in Shark Tank India is not just about discovering the next big business idea; it’s also about shaping public perception and building a strong personal brand that supports their entrepreneurial endeavors. This strategic personal brand building serves to strengthen their business interests. A well-crafted personal brand can foster trust, attract opportunities, and drive business growth. Therefore, their participation in Shark Tank India is not just about discovering the next big business idea; it’s also about shaping public perception and building a strong personal brand that supports their entrepreneurial endeavors.

In fact, B2B businesses need to build their brands online. This is because the B2B buying process often involves more research and consideration than B2C purchases. By building a strong online brand, B2B companies can position themselves as thought leaders in their industry, build trust with potential customers, and ultimately drive more sales. So, whether it’s through content marketing, social media, SEO, or other digital marketing strategies, online brand building should be a key part of any B2B company’s marketing strategy.

The author of this article is Bottle Openers COO Shilpi Prasad.

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Below The Line

Jayaram Nair sparks Intensity in Tribes JV, relocates to Bangalore for brand blitz

Published

10 months ago

April 15, 2025

indiantelevision.com Team

MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.

“I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.

Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.

“I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”

Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.

“With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”

He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.

Below The Line

Jos Alukkas Reports 28 per cent surge in diamond jewellery sales, emphasises natural rocks

Published

1 year ago

January 23, 2025

indiantelevision.com Team

MUMBAI: Natural is in. That is natural diamonds versus the lab-cultured diamonds. No further proof of that is needed than jewellery retail chain Jos Alukkas sales graph which has seen a 28 per cent uplift in diamond jewellery sales, reflecting a growing consumer preference for high-quality, natural diamonds.

The brand’s commitment to elegant designs and quality has propelled this growth, aided by a recent partnership with the Natural Diamond Council (NDC) to boost awareness about natural diamonds.

The surge in sales signals a shift in consumer attitudes towards diamonds as symbols of personal style and sophistication. Key categories like engagement rings, wedding bands, and diamond necklaces have seen significant demand, driven by rising disposable incomes.

Jos Alukkas Group managing director Varghese Alukkas stated: “India has become the second-largest market for diamond jewellery. Our 28 per cent growth this financial year underscores the emotional connection customers have with natural diamonds. Our collaboration with the NDC enhances our mission to educate consumers about their brilliance and heritage.”

NDC managing director India and the Middle East Richa Singh said that engaging content and workshops to elevate consumer understanding of ethical diamond sourcing were in the offing..

Jos Alukkas managing director John Alukkas highlighted the future potential of the diamond market in India, predicting a growth of 150 per cent to $18 billion in the next decade. He pointed to the brand’s goal of making natural diamonds more accessible through innovative designs.

Managing director Paul J. Alukkas added that the company takes pride “in celebrating the legacy of natural diamonds and aims to build trust and admiration through our work with the NDC.”

Jos Alukkas has been a prominent name in the jewellery industry for over six decades, offering quality gold, diamond, and platinum designs. The company operates over 60 showrooms and an online store, maintaining a commitment to quality and innovation.

Below The Line

Amazon India boxes it up for 2025 Mahakumbh Mela attendees

Published

1 year ago

January 18, 2025

indiantelevision.com Team

MUMBAI: If you are Amazon, you have to do something different, something amazing, something out of the box, right? Which is what Amazon India has done.

In a heartfelt endeavor to enhance the experience of attendees at the 2025 Mahakumbh Mela, Amazon India is stepping beyond conventional boundaries with its innovative “dibbon se badhkar” (More than just boxes) initiative.

Amazon India director growth & marketing (CMO) Pragya Sharma emphasised that true innovation lies not just in creating new products, but in transforming lives by seizing meaningful opportunities.

In collaboration with the Mahakumbh Mela authorities, the ecommerce giant has repurposed its iconic cardboard boxes into portable beds. These thoughtfully-designed beds are providing a much-needed oasis of comfort for tired attendees at vital locations including the lost and found center, the Kumbh hospital, and for the Kumbh police. The beds serve as a sanctuary, offering respite to those navigating long festival days and nights.

“Our initiative goes beyond conventional thinking; we’re transforming the very boxes we use into a solution that brings comfort and convenience,” said Sharma. “This is a testament to our collective commitment to serving communities with care and thoughtfulness.”

This innovative idea aligns seamlessly with Amazon’s mission to enrich daily lives. As hundreds of millions gather in Prayagraj for this monumental event, the “dibbon se badhkar” initiative stands as a small yet significant step towards delivering much-needed care and comfort.