VIDEO: "In the digital world, no matter who you are, you're exposed": Interbrand's Green

Green responded, "It's mixed. Some of the companies we talk to have a misperception of what brands really are. So we spend a lot of time in developing markets educating as much as we consult." When asked to pick his favourite Indian brands, he chose to go with Interbrand's clients in India - Godrej, Taj and Videocon Mobile Services, and said Tata and Reliance were two companies with immense branding potential. 

 

Green said, "We've got to work out what value that sponsorship brings for the brand." To that end, it's also about which aspect of the brand will be showcased. He cites the example of Rolex pitching precision for their sailing sponsorships. 

 

Answering a query about how he thinks brands are reacting to the temptation of social media, Green believed that a lot of companies are jumping on it, just to be there. He emphasised that it's more important to have a holistic digital strategy. "The one thing that is true about the digital world is that no matter who you are, you're exposed. You've got to be transparent and that forces better behaviour from companies, which I think is a good thing," he stated.