As day progressed, it was Nitin Mantri, Group CEO of Avian WE & Regional Executive Managing Director for Asia-Pacific, WE Communications who took the stage sharing details from the Brands in Motion report, unveiling new rules of personal communication. The topic was – “It’s personal – the New Rules of Personal Communication”.
The onslaught of these emerging and enduring existential threats is putting pressure on brands to figure out being a part of the solution, Nitin Mantri said. But many brands still remain focused solely on bigger-picture, longer-term commitments when for most people, their anxiety is urgent. It’s personal, and it’s now.
Nitin emphasised the pressing need for brands to address emerging existential threats and connect personally with their audience. He highlighted the gap between people’s urgent needs for personal communication and brands’ focus on broader, longer-term commitments, signaling a shift in the communications landscape.
That gap – between what people say they need to hear now and what companies have been talking about, is evidence of a rapidly shifting communications world. One that brands need a new rule book to navigate – was his clear message.
How will your brand make it brave, make it real, and make it personal now and in the future? Brands in Motion showed it’s never too late for brands. He shared the new rules of corporate reputation: Make it Brave, Make it Real, Make it Personal.
#PersonalCommunication #BrandsInMotion #SPECTRAInsights #CorporateReputationMatters
The Brands in Motion report, now in its sixth year, surveyed close to fifteen thousand people in seven global markets. It revealed four authentic ways brands must follow: Prioritise personal, Push boundaries of transparency, Recognise that Employer Reputation equals Corporate Reputation and Embrace AI.
In a Fireside Chat with Ashmita Sethi, President & Country Head Pratt & Whitney, Nitin explored the significance of corporate reputation, especially in industries like aviation. Pat came her answer – “Aviation touches the lives of 8-7 million passengers annually. They depend on us!” “Trust and reliability are paramount. Our company is almost 100 years old, tuned into your purpose and mission. The trust people place in us, defines us,” she added.
Discussing the evolution of reputation, she highlighted the role of various stakeholders, emphasising the importance of real and personal communication. Any advice regarding the option to work towards safe reputation? She provided advice on working towards a safe reputation, emphasising understanding the business, continuous learning, and the need to ‘unlearn’.
Is reputation seen as a ‘core’ priority? Belonging to company that recognises the power of reputation, she felt in India we still have a long way to go. Addressing the core priority of reputation, she called for a comprehensive measurement approach using both qualitative and quantitative methods. So, reputation must be measured not only through ‘qualitative’ but use ‘quantitative too. It’s important to communicate this message.
As far as the aviation business goes, she emphasised the need for authentic communication, particularly in addressing sustainability concerns. But, there was a word of caution – you have to draw the line on confidential obligation.
In aviation, sustainability is important and 2% of carbon imprint comes from this business sector. “You don’t have to do purpose washing but, remain authentic”, she disclosed.
Last but not least, she shared valuable tips for communicators to be successful in their careers. Get out of you comfort zone and be open to challenges!
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