Purpose-driven marketing is integral for brands to form authentic relations with their customers: Vibha Thusu

Purpose-driven marketing is integral for brands to form authentic relations with their customers: Vibha Thusu

Dubai, UAE: Vibha Thusu highlighted the importance of building a brand community, especially when customers are advert-exhausted and have short attention spans at Intrigue Madtech Summit, which took place on December 7th in Dubai. She further shared how Himel has been developing and nurturing communities through periodic training, workshops, retailer and distributor seminars.

Vibha Thusu, Global Head of Marketing and Communications, Himel, said: “As a global marketing and communications leader, my strategy for the brand has always been backed by purpose driven marketing that impacts every customer touch point. At Himel we strive to align product and purpose that amplify our business values, to build trust and loyalty within our rapidly growing community.”

“As new age marketeers we shoulder the responsibility to do lesser frivolous advertising and have more meaningful dialogue with our socially conscious consumers. We have developed a framework where the key question is not have we invested enough, but are we doing enough? This enables us to create a more genuine relationship with our audience,” she added.

Regarding community-based marketing, Vibha highlighted how it is vital to set fundamentals earlier - a product or service with a unique differentiator and excellent customer service, so communities don’t become rant platforms.

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