Dr. Smitha Ranganathan, Unprofessor, Independent Board Member, Healthcare Brand Leader
- Dr Smitha is an unprofessor and independent board member, at Healthcare Brand Leader.
- She teaches digital strategy brand communication and contemporary marketing at SP Jain School of Global Management.
Podcast
Overview
In a generalized sense, a digital branding strategy is how you communicate your brand’s identity to consumers online with the overarching goal of increasing customer loyalty and sales. In this episode, we have Dr. Smitha Ranganathan who talks about branding. She talks about the evolution and adaptation of branding strategies as per the latest happening in the fast-moving world.
00:35- About Dr. Smitha Ranganathan
- Dr. Smitha is an unprofessor and independent board member, at Healthcare Brand Leader.
- She teaches digital strategy brand communication and contemporary marketing at SP Jain School of Global Management.
- She’s on the Board of Governors of IIM Kozhikode. And she’s the recipient of several awards.
02:09- What goes into building a successful brand?
- There are three critical Vs that go into crafting a brand.
- One is vision. Brands cannot be afterthoughts.
- Second in volition. Not every organization out there has the drive to make that delta x difference to what it takes to create those brands.
- The third is vulnerability, just like human beings, organizations and brands need to embrace vulnerability.
03:46- How can brands stay relevant for a long period of time?
- Brands are living beings.
- It’s a set of experiences and an experience is as good as the previous one.
- So the only way to continue keeping them relevant is to stay humble so that you can continue to create a very authentic and vibrant experience for your stakeholders.
14:19- How does a brand decide which platform is the most appropriate one for it?
- Social media, when used well can be an extremely powerful channel to both listen and communicate.
- Social media can also be like a big inauthentic beach party.
- Everybody likes to say the right or the nicest things to each other on social media, whether they need it or not.
- It’s important for you to establish yourself as a brand, which is authentic, you got something relevant to say, and you’re there to mean business, which is going to make a difference in the lives of customers.
16:54- How are influencers supporting or harming brands?
- It’s a huge opportunity when done well.
- Micro-influencers, when chosen well come with a tremendous amount of credibility to truly make a difference in your decisions.
- Brands also should change the metrics around their choice of influencers.
- It’s not about the number of followers, it’s about the quality of the engagement that an influencer manages to garner.
- When influencer marketing is done well it can be extremely powerful.
RESOURCES:
You can connect with Dr Smitha Ranganathan| LinkedIn
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Profile
- Dr Smitha is an unprofessor and independent board member, at Healthcare Brand Leader.
- She teaches digital strategy brand communication and contemporary marketing at SP Jain School of Global Management.
- She’s on the Board of Governors of IIM Kozhikode. And she’s the recipient of several awards.
