Building brands in India - insights from ad:tech New Delhi 2013

Preeti Chaturvedi

Marketers in India are having to learn the art of brand-building at a rapid speed, as digital media and changing consumer behaviour transform the marketplace at a relentless pace.

Building brands in India - insights from ad:tech New Delhi 2013

Preeti Chaturvedi

Brand building as an art form has undergone a rapid transformation as the forces of digital media and changing consumer behaviour reset expectations across the board. As the audience at ad:tech New Delhi 2013 discovered, it also means the need for integrated storytelling is now more pressing than ever.

Ruth Stubbs, the chief executive of iProspect and digital media, Aegis Media Asia Pacific, suggested that inconsistency was hampering many attempts to build, or rebuild, brands. "Companies are trying to jump from one idea to another in an...

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