Centre for Unique Branding Experience (CUBE)

The magnification of consideration set has led to confused consumers on the one hand and stressed brand custodians on the other. The Center for Unique Branding Experience (CUBE) is formed to serve a global requirement: bring together academic professionals, industry specialists and consumer segments to undergo rigorous research, arrive at insights, and propose directions to brands and the advertising industry so that all the stakeholders are satisfied. In addition to engaging in research activities, CUBE will also serve as a discussion forum for brand researchers, heads of agencies, and advertising and marketing professionals to debate on issues and arrive at possible solutions. The aim of this center will be to create clutter free, innovate and cutting-edge branding and advertising strategies, and to research processes which will be.

  
Objectives :

  •  Act as knowledge leaders in providing advice and ideas to industry leaders, experts and academicians globally, laying the foundation to build a globally reputed research center for Branding and Advertising.
  • To become brand doctors for ailing brands through the process of brand tracking journey.
  • To come out with innovative and effective research processes which will be cost effective and yet provide relevant data for the industry.
  • Engaging in a lot of collaborative projects nationally and internationally to understand consumer behavior and accordingly create brand’s vision.
  • To create culture labs and human experimentation labs for in-depth consumer research.

With over 20 years of experience in branding, Babita Barauh is currently the Managing Partner of WPP’s Global Team Blue (GTB).  Her spectacular portfolio includes a diverse range of brands like Unilever, Godrej, Kotak, Aditya Birla Capital, Kingfisher Airlines, Diageo, Wills, Bata, De Beers, World Gold Council, Nokia, et cetera. In all her endeavors, Ms. Barauh follows the motto “Make it Matter”.

 
A seasoned Marketing Communications professional, Shivaji Dasgupta has over 15 years of experience in the Communications industry. He has worked with several notable establishments including TC Ltd., Pepsico, Eveready, Tata Steel, Tata Teleservices,Tata Motors, Mondelez India, Samsonite India, Edelweiss India, RPG Group (Spencer’s Retail and Music World), Emami, Sahara India, et cetera. Mr. Dasgupta is an exceptional leader, and has the ability to build and sustain valuable relationships over time. He has currently undertaken a Business Development role.
Vikas Mehta has been in the Marketing Communication Industry for the last 30 years. He has worked in India, Indonesia, Egypt, Dubai, Oman and Bahrain with global communication conglomerates. He was the CEO of Mullen Lowe Dubai, Regional Account Director on Pepsodent and Regional Strategic Planning Head on Lifebuoy. Currently he runs his own blog, As Maad Musings.
Saurabh Uboweja is a Brand Strategist, Indian Entrepreneur, Writer, Columnist, and Visiting Faculty at Indian Institute of Management. He is a member of the Executive Committee, World Communication Forum, Davis and co-founder, Brand India Summit. Mr. Uboweja is a well recognized International expert on branding and is frequently published and featured for his views on branding.

12th October, 2017 –  Guest Lecture on Changing Trends of Indian Advertising by Mr.Vikas Mehta

 

Mr. Vikas Mehta, independent advertising consultant, deconstructed the world of advertising from where advertising was and what it is today. He strongly opined that in today’s world, an advertisement should not only be differentiated from other ads but they should be made distinct. Mr. Mehta viewed today’s advertising as being focused on insights, cultural vulture and emotional connect. He explained that they form the links between the products and the customers. He cited examples from both Amazon and Flipkart suggesting that the communication of Amazon focuses on being the biggest online market, whereas Flipkart advertises by an executional storytelling format thorough the use of kids in the advertisement. The changing paradigm of advertising is that advertising is changing from following society to magnifying society. Mr Vikas spoke about the changing trends of advertising focusing on positive results and rather than the negative ones. He contextualized his argument through the example of Surf Excel that was related to modern parenting, Ariel where the advertisement questioned the audience “Why should washing clothes be a woman’s job and not a man’s”. He also commented on the competitive advertising of Lifebuoy and Dettol. Mr. Mehta concluded by saying, advertisements have transformed from functional to emotional benefits and are now doing celebrity endorsement. From using baselines, they now use #(hashtags), they have transformed from Tagline to Brand idea and are embracing multimedia including digital. 

14th October, 2017 – Guest Lecture on Brand Sustenance in a Cluttered Branding Environment by Mr. Saurabh Uboweja

 

Mr. Saurabh Uboweja, CEO brands of Desire, started his speech by stating that India never created any brand on its own but it has become a consumer of global brands. The question for the future is, can India be a creator of brands instead of being a global consumer? Saurabh created a distinction among true and truth, suggesting that truth is something which every brand should focus on. Discovering the truth about brands is something that brand creators do. He was of the opinion that a brand creator needs to clarify the distinction between brand identity and image and hence brand creators should focus first on the identity, stating what a brand is capable of doing and then on what people think about the brand. Brands should have the process of overcoming suspicious for customers by providing them with valuable truth, making one promise instead of making many promises and then failing to fulfill either of them. Brands should deliver something valuable for consumer, something consistently for a long period of time. Brand needs to create an equity among consumers by re-constructing themselves. What brands forget is that, branding isn’t used to make money, but to create equity, and more a brand creates equity, more money will be accumulated.  These were the key highlights of Mr. Uboweja’s talk on the future of branding in India.

Dr. Sabyasachi Dasgupta
sdasgupta@jgu.edu.in
+91 8930103031   
  
Malini Chidambaram 

17jgls-malinic@jgu.edu.in
+91 9741456968