The IILM Blog
  • Home
  • Blog Category
    • Alumni
    • Campus Life
    • Career Development
    • Center for Emotional Intelligence
    • Center for Teaching Research and Learning
    • Center for Family Business, Entrepreneurship, and Innovation
    • Conferences
    • Events
    • Exam Watch
    • Faculty
    • General Blog
    • Global Study
    • Guest Blog
    • IILM Stories
    • Testimonials
    • Uncategorized
  • Campus Blog
    • IILM Lodhi Road
    • IILM Univeristy
    • IILM GSM
    • IILM UBS
    • Latest Blogs
  • Podcast
  • Authors
  • IILM.edu
Home / Blog Catgeory / Center for Teaching Research and Learning / Harnessing Brand Communication to Reignite Momentum & Restart Commerce

Harnessing Brand Communication to Reignite Momentum & Restart Commerce

Center for Teaching Research and Learning, Events22 MayPamposh GulatiBrand Building, Brand communication, Brand Story telling, IILM University, IILM Webinar
Brand Communication

Brand communication is voice. It humanizes any brand to be able to create real and relevant conversations with people. In times of crisis like today, brands play a significant role in shaping the choices people make. These choices are not just about the product or service, but also message and purpose-driven.

IILM conducted an engaging and interactive webinar on “Brand Communication in Times of Crisis ” by Karen Wilson – Publisher & Business Head Lifestyle Division – India Today Group. The webinar was scheduled for 15 May and was streamed live on YouTube. The participants were a mix of students, faculty, and guests who joined through registration.

YouTube video

 

Karen initiated the webinar by talking about how in these unprecedented times, people look to leaders and institutions for guidance, reassurance, and information. We further deliberated that customers today are more aware and exposed to the realities of business. And that’s why it becomes imperative for any business to stick to implicit messaging.

The webinar took an interesting turn when Karen highlighted how increasingly, businesses require to reignite momentum and restart commerce. How they should perceive this moment of crisis not as a danger but also as an opportunity but not at the cost of sounding an opportunist. She added that this is the time for brands to take a moment and reassess past business practices and the road ahead. Karen showed some eye-opening advertisements from the past and from the present that exhibited what brands must do in times of crisis and how in the process maintain their reputation as well.

The latter part of the webinar was open to the audience and some interesting questions on how businesses should strategize their brand policy when sales begin to nosedive, consumers set stricter priorities and reduce their spending, and most businesses postpone new investments. To this Karen focused principally on the right brand messaging and its importance. She explicitly pointed out how brands must appeal to consumers’ emotions. All messaging must elicit a high emotional response to the said product. The underlined sentiments of this new normal must be reinforced in all communication. To a very interesting question on how businesses dealing in non-consumable services must do their branding? Karen was quick to answer that businesses must leverage testimonials and focus on the USP of their service for the end-user.

The webinar was a grand success in terms of the relevance of the content, the structuring of the presentation, the flurry of questions from the audience, and the huge participation.  The crux that as humans, we’re programmed to stay connected. While social distancing measures offer protection and security, they come with a significant impact on the emotional and mental well-being of individuals, communities, and the world at large. It is at times like this that brands must continue to connect and reassure their customers that this too shall pass, and we are in this together, therefore resulting in them remaining top of mind.

Check out this post I wrote on “The Anatomy of Online business- Brand Storytelling the new normal, it’s packed with amazing tips.

Tweet
Skills Required in the Digital Age
Skills Required in the Digital Age
←
International Education – Can the Dream Come True?
→
Prof. Pamposh Gulati

Prof. Pamposh Gulati

Over 13 years of experience in strategic communication, planning outreach activities & publishing; adept at creating & disseminating official corporate communication and client engagement. Highly seasoned and reliable Content Management Specialist, with an excellent work history in content development, editing, writing, curation, and proof reading. Worked in close liaison with top management and cross-functional teams in developing and producing marketing content, policy documents, website content, and press releases that defined corporate identity to employees, customers, and the broader community. Adept at bringing multiple simultaneous editorial projects to completion with comprehensive professionalism and accuracy. Instrumental in managing and executing the development of communication material that is well structured and reusable. Proficient in writing and editing, adhering to set standards regarding order, clarity, conciseness, style and terminology, and in accordance with any defined framework; strong creative skills with a flexible & detail-oriented attitude. An effective communicator with excellent relationship building & interpersonal skills.

Recommended for you

Great-Management-Apps

Great Management Apps for Small Business Owners

Faculty03 JulyHimani Sardar#APPS, IILM University, Small Business

  In today’s time we all have different goals or resolutions as individuals. If it is to read more, think less or finally taking some time off. Apart from personal aspirations, we might have some for our businesses too. And we probably wish to get things faster, better and more efficient. Small business owners sometimes Read more

0Shares
IILMUniversity-Fee

COLLEGE FEES, NO LONGER A BURDEN DURING PANDEMIC

IILM University02 JulyHarshita JainCOLLEGE FEES, IILM University, Law Fee

Living in the age of competition makes everyone choose the best. While choosing the best, we also need to protect our financial pockets, especially during the pandemic when it is in the most vulnerable situation. During this time getting admission, for a professional course like Law in a good college will scar the pockets a Read more

0Shares
An-Ideal-Law-School

An Ideal Law School

Campus Life, Career Development (Placement), Center for Teaching Research and Learning, General Blog, IILM University28 JuneHarshita JainBest Law School, IILM University, Law School

The question that most frequently crosses our mind while selecting a college to pursue our higher education in law is what we need and what they offer? An ideal Law college should be a paradise land offering a mock of the entire life ahead of every budding lawyer. It is paramount to understand that a Read more

0Shares

Top Course Links

  • Global BBA
  • PGDM
  • MBA
  • BBA / BCom
  • School of Law
  • School of Design and Fashion
  • School of Technology
  • School of Humanities and Social Sciences

Recent Posts

  • Simplicity can be Detailed
  • THE DICHOTOMY OF MORALITY AND MARITAL RAPE IN INDIA
  • WHAT IS LAW?
  • MANAGING HR FROM A LEGAL PERSPECTIVE “IGNORANTIA JURIS NON EXCUSAT”
  • Why Embracing Uncertainty is Critical to your Success: Try to Push Open the Envelope … bit by bit

Categories

  • Alumni
  • Blog Catgeory
  • Campus Blog Category
  • Campus Life
  • Career Development (Placement)
  • Center for Emotional Intelligence
  • Center for Family Business, Entrepreneurship, and Innovation
  • Center for Teaching Research and Learning
  • Conferences
  • Events
  • Exam Watch
  • Faculty
  • General Blog
  • Global Study
  • Guest Blog
  • IILM Graduate School of Management
  • IILM Institute for Higher Education
  • IILM Stories
  • IILM Undergraduate Business School
  • IILM University
  • podcast
  • Testimonials
  • The Edge
  • Uncategorized

Tags

#COVID19 #IILMUNIVERSITY BBA BBA colleges in Delhi BBA course BBA in Entrepreneurship Brand Building Business School Placements Campus Life Campus Placements Career Coaching company visit Design Economy Engagement entrepreneurship Faculty Finance Global Study Global Study Program Global Study Program at IILM Human Resource IILM IILM BBA IILM Blog IILM Gurgaon IILM PGDM IILM PGDM Placements IILM University industry visit jobs Management Marketing MBA MBA admission Mentoring optimism PGDM Placements Student Engagement study tour Technology top business schools in India Workplace

About Us

IILM has ranked consistently as one of the top MBA colleges in Delhi. It offers three campuses that are advantageously located. The Delhi campus is well established at the heart of the nation’s capital, Lodhi Road. The Gurgaon Campus is situated on the Golf Course Road and the Greater Noida Campus is located at Knowledge Park, amidst the most affluent corporate hub in the NCR.
IILM offers hostel accommodation with state-of-the-art facilities to out-station students. Further, it provides a vibrant residential community to create a homely atmosphere. Besides its world-class facilities, the Institute is extremely safe for its students, staff and faculty. It boasts a fully functional safety department that works round-the-clock to maintain a safe and secure environment.
  • IILM HOME

    IILM Institute for Higher Education

    IILM Undergraduate Business School, Lodhi Road

    IILM University

  • IILM Graduate School of Management

Follow On Twitter


Tweets by @IilmInstitute

The IILM Blog