Mr. Subramanian talked about how insights create great brands and how consistent positioning of these brands spell out their success mantra. He dwelled upon brands like Dove, Harley Davidson, Nike, Body Shop and Arrow to highlight how each one of them leveraged on their consumer insights to be the classic examples of brand connect with the consumers. He enthralled the audience by pointing out how brands like Harley Davidson stresses on “rugged individuality” which is what all consumers identify it with even now, creating such brand loyalty that the consumers brand themselves with the Harley logo via tattoos! Taking Arrow as the example, Mr. Subramanium reminisced how the success of their ‘Unstainable’ collection was also based on the consumer insights; the massive promotions making people actually try out the effectiveness of the claim. This got the brand the attention that it needed and the collection was out of stock in two months itself. Through various case studies he also brought out how when consumer insights if taken too literally, fails to create the intended impact. The range of cases given was eclectic to say the least and very informative. Needless to say, the students were fascinated by the talk which was carried out brilliantly by the speaker who with a dash of humor and creativity created a perfect learning atmosphere. Like he said, “Dig deep into personal experience, all great insights come from life itself.”

Mr. Shiv Subramanium has had 13 years of experience with JWT before he joined as an integral part of Arvind Mills.