Why Brands Matter - Sunita Bangard

Brian Tellis interviews Sunita Bangard, Group Director - Consumer Insights and Brand Development at Aditya Birla Group, about the evolving nature of brands. Bangard argues that brands are no longer just identifiers but are now about creating holistic experiences for consumers. This applies to both B2C and B2B businesses, as ultimately, all businesses interact with people. She emphasizes the importance of customer intimacy, understanding the ""why"" behind consumer behavior, and aligning brand purpose with consumer needs.
Bangard uses Amazon as an example of a brand that excels at creating seamless experiences and highlights the importance of innovation, data-driven insights, and omnichannel presence. She also discusses Aditya Birla Group's ""Mission Happiness"" framework, which focuses on customer centricity and its evolution towards predictive problem-solving. Finally, she predicts that the biggest trend influencing consumer behavior in the coming years will be the shift from a VUCA (Volatile, Uncertain, Complex, Ambiguous) world to a FINER (Flexible, Intuitive, Non-linear, Excitable/Exciting, Resilient) one, requiring brands to adapt and evolve accordingly.