Helping organizations solve complex business problems is at the core of what we do. Doing it in a human-centred way is at the core of how we do it. These problems may relate to evolving the organization’s vision, a brand differentiation strategy that includes brand purpose and positioning, consumer segmentation strategy.... in order to achieve market share growth, profitability, premiums to name the key ones.
Our approach to company vision is not based on ready-made frameworks, but a deep enquiry into the leadership team’s personal relationship with the company, the category and the impact that they want to leave on the world at large. When we get people to feel, rather than think about why they do what they do, magic happens. It is a journey of joyful self-reflection - a way to awaken by looking within as Jung said. A place where both the individual and the collective can find their deep personal truth that inspires action. The articulation is just an outcome of this process. We have evolved a powerful method of doing this over the years.
The cornerstone of brand strategy is sustainable differentiation - one that consumers find meaningful and relevant. The questions we seek about ourselves as human beings are pretty much the same questions we seek answers to, when it comes to brands as well. Who is the brand, why does the brand exist and what is the change it seeks to create in the world? In other words the ‘brand personality', 'brand positioning' and 'brand purpose', all of what makes it truly unique. A magical intersection of the brand’s best self with the deepest needs, fears, hopes and dreams of its consumers. The place where loyalty, growth, premiums and eventual profitability also reside.
Understanding consumers as human beings allows us to address their most powerful dreams and hopes, their deepest fears and anxieties. It also allows us to find the most powerful compromises that they face while dealing with categories and brands. New or modified products or segments, new or modified services, added service elements and breakthrough design and communication that drive business growth are natural outcomes.
Human beings are similar in many ways and yet unique in their own way. We all need love, belonging, status, justice and beauty as much as we feel disgust, shame, guilt and fear from among others. Our unique life journeys determine how we access these motivations through the categories and brands we engage with. A human-centred approach to segmentation looks at a category through sets of people who have had similar life journeys. This is the most robust, enduring approach to segmentation and the most valuable as well to a brand or business.
Habit formation is as old as human history. So is behaviour change. Behaviour changes when there is a strong motivation - either a positive or negative one. It also changes based on the environment. A way by which people can find better destinations by getting off their usual paths. This could be getting people to build and use toilets, making healthier choices when it comes to food habits, getting people to shift to online from offline or even to just adopt a new product or service.
Employees are human, first. The ones who see the talk and the walk of a brand or a business, up-close and personal - the insiders. They are people with their hopes and desires, fears and doubts which the brand needs to address based on a deep and continuous understanding. The brands that do a great job with their external stakeholders are very often the brands that do a great job within as well. The core of employer brand strategy includes vision, values, culture and creating work and workspaces that are meaningful, joyful and rewarding.
WHAT CLIENTS SAY ABOUT CENTRE OF GRAVITY
Amit Syngle, MD & CEO, Asian Paints
Anand Piramal, Executive Director, Piramal Group & Founder, Piramal Realty
Jalaj Dani, Co-Promoter, Asian Paints
Jiten Mahendra, Senior Vice President - Marketing, Landmark Group
Manish Choksi, Vice Chairman, Asian Paints
Sooraj Bhat, CEO - Fast Fashion Business, ABFRL - Aditya Birla Group
Manish Dubey, Chief Marketing Officer, ICICI Prudential Life Insurance
Revathi Kant, Chief Design Officer, Titan Company Ltd.
Sandeep Kulahallli, Sr.Vice President-Retail & Marketing-Jewelry Div, Titan Company Ltd.