Brand building is not the same as TV advertising, but being consistent is the key to success, says the marketing director of Amazon India. 

Why it matters

When brand building, companies should run a cohesive marketing exercise that engages the whole brain, because the best efforts integrate the product seamlessly into the messaging and create a larger narrative.

Takeaways

• The more intuitive and creative the marketing effort, the better the brand can tell its story across multiple platforms.
• Most brands cannot integrate the product seamlessly into the messaging because of the high fragmentation in marketing.
• Influencer marketing is integral to...