CMO Hall of Fame : Interview with Dharini Mishra, Global Head of Brands, Suzlon Group 

"A cause marketing program that is honest, engaging and aligned to a company's core business or philosophical premise can boost a brands stature significantly" - Dharini Mishra, Global Head of Brands - Suzlon Group

With over 17 years of experience, Dharini Mishra heads the Suzlon Group Brand for all its companies across the globe. She is also responsible for the recently launched and hugely successful, 'Pure Air Lovers Society' (P.A.L.S) brand campaign for Suzlon (in India). Dharini has authored several papers on 'Green Marketing', 'Sustainable Brands' and building true global brands. In this interview, Dharini talks to Paul Writer about creating a global and a preferred brand in the category of wind/renewable energy in India. 

Dharini Mishra joins Paul Writer's CMO Hall of Fame program that recognizes senior marketers who are developing and enhancing the marketing eco-system in India. The program is by invitation only and individuals are selected for this honour based on their career track record and peer reviews. 

Read her interview here...

Has Marketing Enhanced or Tarnished the Olympic Brand?

CMO Hall of Fame : Interview with Krishnan Chatterjee - VP & Head of Strategic Marketing, HCL Technologies

"It is Unfavourable for a Brand to base its Positioning on the Firms Proposition"- Krishnan Chatterjee, VP & Head of Strategic Marketing, HCL Technologies

Krishnan Chatterjee is the Vice President and Head of Strategic Marketing at HCL Technologies. He has the overall responsibility of building HCL's marketing strategy and infrastructure to propagate demand creation, ensure an intent-driven business approach, and create a superior customer experience. Krishnan is an economics graduate from Presidency College, Calcutta and has an MBA in marketing and strategy from the Indian Institute of Management, Ahmadabad. He is an opinion leader and an active blogger who can be reached at MarketingMuse. In this interview with Paul Writer, Krishnan talks about HCL's philosophy of Employees first, digital efforts to engage with connected employees, his marketing idol - Bruce Springsteen and more. 

Krishnan Chatterjee joins Paul Writer's CMO Hall of Fame program that recognizes senior marketers who are developing and enhancing the marketing eco-system in India. The program is by invitation only and individuals are selected for this honour based on their career track record and peer reviews. 

Read the interview here...

Out in the Open

"All man's miseries derive from not being able to sit in a quiet room alone," the 17th century philosopher Pascal famously said. Four centuries later, however, research asserts a direct correlation between openness and happiness. It turns out humans are social animals, after all. "Openness is the freedom to be one's self," one self-help blog states, representative of common belief. I concur. In my life, openness has been a prerequisite for almost anything good happening to me

Many organizations have come to realize that embracing openness is key for cooperation as an effective defense mechanism in the reputation markets. But not only that: Openness is now also recognized as a main driver of value-creation. Openness, as per Rachel Botsman, one of the most popular advocates of the business models of 'Collaborative Consumption', serves as the foundational attribute of the 'share economy,' in which resources are pooled and leveraged collectively for greater 'social' value - based on reputation and trust.

A Leo's Guide to Training and Brand Management

My birthday is coming up and my gift to myself this year is completing my first half marathon (Delhi, September 30th). I am super excited! I am benefiting from the experience and expertise of my runner friends who have helped me put a good training plan together, which is a combination of discipline through a schedule and injury prevention techniques. Much like managing a brand isn't it? Here are parallels I see:

1. Compete only with yourself, enjoy the training process and do not fix any time target for the race. Great brands are built over time for the long run (no pun intended).  Brand visibility and buzz through big ATL spends and sponsorships may seem like high impact for new brands but what matters more is brand relevance. When your brand is owned by your customers, as it now is in the social/digital world, you can't set build a new brand successfully using a stopwatch or by being louder than the rest. 

2. Run 4 days a week with a mix of easy, moderate and long runs. When I first started training I thought I needed to run as much as I could, as long as i could, as fast as I could, until I got too tired, or until the park closed. I was obviously wrong! Faster, longer, higher may work for the Olympics but for brands to win marathons, they need to have a strong foundation. 

Get the complete guide here...

Marketing Events

Paul Writer has speaking engagements and association with a few upcoming marketing events and afcourse we are organising our flagship event The Futurist CMO 2012 in August this year. Get all the information about these events in our event section on paulwriter.com

Futurist CMO 2012, August, New Delhi 

Are you a forward-thinker? Youʼre intrigued by how digitization is changing marketing. Youʼre not a geek, but have a technology roadmap for your team. Youʼre thrilled by the changing role of the CMO. Then you should join us, and a hundred other senior, forward-thinking global marketers for the second edition of

The Digiratti Awards drew a lot of great entries we will announce the list shortly. 

Registrations are open and there are great offers if you are 2 or more colleagues joining the event.  Register now! 

This Summit 2012 brings together the leaders and the brilliant minds of the Marketing industry at Bangalore (August 21, 2012). CMO's can learn advanced Marketing strategies, Digital Marketing & Social Media techniques from these industry leaders.

The Keynote speaker for the event is Jeffrey Hayzlett - a global business celebrity and former Fortune 100 c-suite executive

More details are available here

Think Glocal Conference 2012, September, Mumbai 

Think Glocal Conferences is a banner started by Attitude Events Pvt Ltd in the year 2011, to conduct knowledge based business conferences in India. 

The second edition of Think Glocal is on a larger and grander scale with the theme of "Building Brands", a Journey towards building a strong Brand.

Get all the details here...