Branding in the age of Algorithms

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Save the dateJune 27, 202111:00 - 12:00 GMT +05:30

Organizer

Organizer: 3AI - AI and Analytics Association

Phone: +91 9642633311

Contact Person: Sayed Akhtar

Email: sayedakhtar@3ai.in

Event Details

As Artificial Intelligence's unseen hand becomes pervasive across business and marketing operations, the capabilities and cultures of various AI organizations are blurring into one another. Equally, valuations and employee attrition have become hot button topics. In such an environment, it is imperative to, sharply and distinctively, define the purpose of the organizational brand.

How does one create a brand that appeals to its customers, gears it for the next level of growth, helps attract top talent and get better valuations? Subu is here to answer such questions.

Krishnan Subramanian (Subu), Ex- Chief Strategy Officer at TBWA India, is a marketing, brand and communications strategist with over three decades of in shaping business perceptions. Subu will share his views on how AI-led organizations need to use new age branding and communication principles to get to their next level of growth.

Speakers

Krishnan Subramanian

Ex- Chief Strategy Officer, TBWA India

Krishnan Subramanian

Ex- Chief Strategy Officer, TBWA India

https://www.linkedin.com/in/submayahai/

Krishnan Subramanian is an expert in the field of marketing, brand and communication strategy. He has over three decades of hands-on experience working across fifteen cities in Asia including Shanghai, Tokyo, Singapore, Hong Kong, Kuala Lumpur and Mumbai.

He has an in-depth understanding of marketing, advertising, media, design, activation, retail and digital. This has been acquired during his strategic experience across blue chip, global advertising agencies like Ogilvy, McCann and TBWA.

During this time, he has strategized across more than four dozen brands, as diverse as (alphabetically) American Express, Apple, Blackrock Mutual, British American Tobacco, Coca Cola, Ikea, Marico Industries, Mondelez, Nissan Motors, Standard Chartered Bank and Unilever. He has also extensively worked on business to business (B2B) brands like Accenture, Bank of America Equity Partners (BAEP), Fractal, IBM, Mu Sigma and World Gold Council.

Subramanian’s skills lie in three specific areas. Firstly, creating intangible brand equity to increase business valuation. Secondly, defining growth enhancers to increase consumer demand. And, thirdly, strategizing to increase conversion at the Last Mile and Point of Sale.

After his graduation from St. Stephens in Delhi and an MBA from Podar Institute in Jaipur, Subramanian started his career selling appliances in upcountry rural India. Since then, he has worked across global advertising agencies on brand and communication strategy in various avatars. He has continuously enriched his knowledge of the varied interactions between culture and consumers by working across various communication disciplines, all within the frame of brand strategy. This has matured him to be a holistic strategist who helps clients create new demand for their products andservices.

An illustration of this can be evidenced in his work with cross functional teams in marketing, innovation, trade and sales for British American Tobacco across Asian markets from Japan to Sri Lanka. The second example is of Blackrock Mutual Funds where he pivoted the global approach of cautious ‘wealth preservation’ towards a focus on the optimistic risk-taking nature of Asians. This saw a 30% increase in assets under management within two years of execution.

Subramanian enjoys using data, research and marketing analytics to unearth business opportunities. Among various examples, a particularly small but unique project that he helped lead was an eye tracking research of shopping behaviour at the Duty-Free shop at Changi airport. This led to a strategic re-think and reorganization of the displays, which led to a 4% growth in sales and various awards in travel retail.

Importantly, Subramanian has published various articles and papers on societal, cultural, consumer and shopper trends. Many of these have won industry accolades and recognition. His paper on ‘Beyond the Kitchen: New trends within Asian Women’ won a letter of commendation from the WPP Atticus Awards. He has also been actively contributing to the marketing industry by writing articles in WARC, Brand Equity, AdGully, AgencyFaqs, Campaign India, etc.

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3AI Knowledge Insights Series #55

Krishnan Subramanian

Ex- Chief Strategy Officer, TBWA India

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