MxMIndia

Author: mxmadmin

  • Ayushmann Khurrana promotes Titan Eye+

    By Our Staff

     

    Titan Eye+ releases its latest campaign with brand ambassador Ayushmann Khurrana. Conceptualised by Ogilvy, the ad is devoid of voice-overs and dialogues and uses the signature Titan symphony to deliver the key messages.

     

    Commenting on the new campaign, Maneesh Krishnamurthy, Marketing Head EyeCare Division, Titan Company Ltd. said: “It is our ongoing effort to lead consumer conversation in the eyewear category that’s often dominated by price and discount. It is our perspective that Indian consumers are value-conscious and not merely price-conscious. Titan Eye+ provides great value for money with expertise in eye testing, care in recommending the correct solution and a wide choice starting Rs. 999 – making us India’s most trusted eyewear retailer with a 4.9 / 5 rating on google. That we could say all this, without uttering a single word makes this truly enjoyable.”

     

    Added Puneet Kapoor, Chief Creative Officer, Ogilvy South: “Brands like Titan Eye + that deliver consumer delight at all touchpoints, do generate a great word of mouth. And our very talented team on Titan Eye+ came up with the idea of what better expression for word of mouth, than whistling the beloved Titan tune. The idea had instant likability and took a lot of detailing and designing with the director, to deliver the message charmingly.”

     

  • Raises awareness about the impact of a protein-deficient diet

    Danone India launches campaign for Protinex

    By Our Staff

     

    Protinex, the nutrition drink and flagship brand of Danone India, has launched its new campaign. The campaign is a part of ‘The Protinex Protein Abhiyaan’, an endeavour to sensitize Indian adults across age groups on the integral role of protein in improving physical health and hence overall well-being.

     

    On the launch of the campaign, Sriram Padmanabhan, Marketing Director, Danone India said: “Being an Indian Parent is a full-time job. You cannot afford to take even a day off. With growing age and hectic schedule, maintaining adequate protein and nutrient intake becomes more and more critical. Through this campaign, we are trying to shed light on how inadequate protein intake can, not only have an impact on our life but also on our little ones.”

     

  • Unlocks commercial opportunities and creates positive societal impact

    WPP publishes ‘The Consumer Equality Equation’ study

    By Our Staff

     

    WPP has published The Consumer Equality Equation, a study into the relationship between ethnicity, the consumer experience in the UK and potential business growth opportunities.

     

    Supported by WPP’s Racial Equity Programme – which funds inclusion projects that advance racial justice across the world – the report reveals ways in which businesses can address what matters most to these consumer groups to both unlock commercial opportunities and create positive societal impact.

     

    The report features data from 8,300+ participants from six ethnic groups: Black (2,000+), East and South East Asian (700+), Middle Eastern (600+), Mixed Ethnicity (1,000+), South Asian (2,000+), and White (2,000+). The study was a two year-long collaboration between WPP, GroupM and Ogilvy Consulting with original research from Kantar, BAV and Choreograph. It explores in detail different aspects and categories that make up a person’s consumer experience: health, employment, finance, retail, clothing and fashion, beauty and personal care, food and beverage, luxury, and the high street.

     

    Said Mark Read, CEO of WPP: “We know that brands who invest come out stronger in times of economic uncertainty. As people look to prioritise their expenditure and change their habits, businesses need to rethink any previous assumptions about Minority Ethnic spending. The consumer experience – good or bad – directly shapes and influences people’s daily lives, meaning business leaders play a pivotal role in helping to build a more equal and thriving society.”

     

    Added Shelina Janmohamed, VP of Islamic Marketing at Ogilvy Consulting, and lead author of The Consumer Equality Equation: “We set out to ask a simple but infrequently asked question that is fundamental to future brand success: what does it mean to stand in the shoes of Minority Ethnic consumers? Our research has helped us create a transformative framework for our clients and their customers that addresses systemic consumer inequality and leads to business growth through holistic engagement. This relationship – ‘The Consumer Equality Equation’ – is an important and game-changing milestone in laying the groundwork for tangible change in everyone’s consumer experiences.”

     

    Brands have an important role to play in society and all consumers’ lives, irrespective of ethnicity:

    82% of all respondents say that brands play an important role in shaping Britain’s culture.

    80% of all respondents agree brands have a responsibility to reflect modern Britain.

    70% of all respondents believe that the actions, products and services of brands can affect their wellbeing.

    83% of all respondents believe brands should make more of an effort in understanding different ethnic groups.

     

    People want their brands to step up and be part of the conversation:

    77% of people from Minority Ethnic groups say that they actively choose to buy brands that have a strong social purpose and try to do good, compared to 56% of White respondents.

    73% of respondents from Black and Mixed Ethnic groups thought that “brands should be in conversations about climate change and sustainability” compared to 63% of White respondents.

     

    Diversifying the consumer experience and leaning into the needs of some groups doesn’t mean alienating others:

    Out-of-Home is a trusted broadcast medium across people from all Minority Ethnic groups due to its community-oriented and based nature which can achieve personalisation for different groups through strategic planning of both location and creative messaging.

    Every Minority Ethnic group considers Fenty as the most ‘courageous’ brand, while White respondents also ranked it highly in second place.

     

  • Joins hands with Udayan, a non-profit organisation

    SBI Life launches digital video to support education

    By Our Staff

     

    On Children’s Day, SBI Life released a digital video showcasing the importance of education in nurturing children to dream big. The company released a video of Mishti, an underprivileged child aspiring to be an astronaut, under its digital property #DilBacchaTohSabAcha. SBI Life has joined hands with Udayan, a non-profit organisation, to support education and holistic development of children belonging to leprosy affected families.

     

    Speaking about the campaign, Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life Insurance said: “While there have been advances in all spheres of medical sciences, leprosy continues to be a public health challenge across the country. This apart, individuals affected with leprosy and their families are subjected to societal discrimination as leprosy is still associated with a social stigma.  It is heart-wrenching to see the families of the affected suffer, especially the children who are not accepted in mainstream society. We believe education is a tool which can give the children an equal chance to live a normal life in mainstream society. Through our children’s day digital property, #DilBacchaTohSabAcha, we aim to highlight the importance of education in nurturing the young minds and our collaboration with Udayan, a non-profit organisation, to promote holistic development amongst the children belonging to leprosy affected families. The digital video through the story of Mishti; aims to emphasize on how education can help overcome social mind blocks, to help children dream big and spread their wings.”

     

    Commenting on the campaign, Sahil Shah, Managing Partner, WATConsult, added: “Dentsu has always worked on campaigns that bring about a positive change, and this year’s SBI Life’s Children’s Day campaign does just that. It has been planned to address the social stigma which is attached to people who are a part of the leprosy community. SBI Life’s #DilBacchaTohSabAccha campaign throws light on how every child’s dream needs utmost support from our end. In support of the big and small dreams of all these little powerhouses, it asks one simple question “Bade hokar kya banoge?” And to bring out the true essence of our thought, we have tried to show the regular life and dreams of the kids from Udayan, who have larger-than-life dreams, and we reaffirm their faith with our belief.”

     

  • The new owner's various moves to change Twitter will only be of advantage to right-wing oppressors, writes Ranjona Banerji

    Into the mind of Elon Musk

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiAmerican journalist Lydia Polgreen in a column for The New York Times has spelled out in detail the dangers of Elon Musk’s takeover of Twitter: for free speech and for democracy and especially for the media in countries like India:

    “Twitter has historically fought against censorship. Whether that will continue under Musk seems very much a question. The Indian government has reasons to expect friendly treatment: Musk’s company Tesla has been trying to enter the Indian car market for some time, but in May it hit an impasse in negotiations with the government over tariffs and other issues. India’s Economic Times reported last month that one of Musk’s other companies, SpaceX, would seek government permission to offer its Starlink satellite internet service there.”

    https://www.nytimes.com/2022/11/14/opinion/elon-musk-twitter-free-speech-india.html? auth=login-google1tap&login=google1tap&smid=share- url&unlocked_article_code=GhdOtxTJNL_LGexve9SiWf17EppMzzZnGD6_PJyQf9PZadFfN5WC6 12NtVCwgCOxvovJ9QoStaYJRG6K6oi-kFw6LMO8gK3DEal4_ZXypdSX5gZemhEj- 5qwEOSTGGgQt3B5-mjRanURR0bNCa33CD7fA3aA_XlVBxtlfJ0wHwXlfn0Vd_i- Gu4sOx1wj84UyVRZ_yMyA5svphOUIXvCPirIyn1DN13ZeJxmlqqnxvzDaXTi3H7hLKG7OH10xGo5 7Ktd3gj5qrp7q_GZfi-6fjowfwwDXrAYchVNyBK0aCtMjWt921bhF- UMbvus56MECeMLs3c_s1OnTgE5IyW_3qyxUbKNoatddujG3Bk

     

    That the Government of India is averse to free speech that is critical is not new. That the Government of India and the political party which controls it has spent the last eight and a half years tightening the noose on an independent media is not new either. Musk’s various moves to change Twitter will only be of advantage to right-wing oppressors, if he carries on the way he started.

    I can hear the screams and shouts about how other governments controlled by other political parties have also attempted to control the media.

    The issue is of degrees.

    And from that perspective, no one yet even comes close to what the Modi government and the BJP have done to destroy India’s democratic foundation.

    Polgreen has looked at Musk’s destructive efforts from the point of view of what she calls “fragile democracies” like India and sadly, that is what we have become in the past eight years. The capitulation of the mainstream media is definitely one of the main reasons for this fragility, and we have discussed this over and over again. But Twitter also gave a platform to marginalised voices which countered – to some extent – the media’s lack of engagement with democracy as well as the growing power of rightwing trolls and regressive mindsets.

    Musk’s actions only embolden these sections of society which aim to restore old systems of patriarchy and control. He appears to have little understanding of how technology works in social media platforms. And like Mark Zuckerberg’s early attempts to use India’s population base to control internet usage like his “Free Basics” plan, for instance, Musk also has his Starlink agenda. Many of the arguments to describe Musk are much like those used for Zuckerberg in those days.

    The Indian media is largely absent here as well – in decoding Musk, social media and Twitter for its readers and viewers. The reasons are obvious: no commitment to free speech, fear of money and fear of power.

    This piece by journalists Aaron Rupar and Noah Berlatsky provide intriguing insights into Musk’s mind:

    https://aaronrupar.substack.com/p/elon-musk-destroying-twitter-why

    Why am I persisting with this theme?

    Because the shrinking of spaces for free speech is not dangerous for just journalists, activists, the marginalised, even the radical, it is eventually dangerous for everyone. Getting trapped in stifling, controlled environments has never benefitted humanity. It has only helped the controller to the detriment of everyone else.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • The reach of sports on television is 720+ mn viewers in 2022 thus far, notes the report

    Sports market: Rs 9,500cr in FY22: KPMG, CII & IBDF report

     

     

    By Our Staff

     

    Television remains the largest media platform in India, both in terms of reach, as well as consumer engagement in terms of time spent. As per KPMG Analysis 2022, the number of TV households in India is expected to reach 250 million by 2026, from 210 million in 2020. When it comes to TV consumption, sports has the highest reach among all genres on TV at 722 million in the first nine months of this year. The genre has remained largely resilient to the COVID-19 headwinds and is expected to scale the 2019 highs by the close of this year. The advertiser interest in sports broadcast has grown strongly with the increasing viewership and demographic reach offered by sports properties. Both traditional and new age businesses have turned the spotlight on sports TV broadcasting with the segment clocking revenues of INR7,560 crore in FY22 (with the TV + digital OTT sports market at INR 9,500 crore in FY22) as per KPMG India.

     

    Through this whitepaper, “Sports broadcasting on TV – A match made in heaven”, launched at the CII 11th Big Picture Summit 2022, KPMG in India, CII & IBDF presented a report on the growth drivers for sports broadcasting in India, the potential runway ahead and how the value chain stands to gain from it.

     

    TV has an unparalleled reach of 900 million viewers, the largest of any media platform in the country. Apart from the significant scale advantage of TV, relevance of TV for sports consumption stems from the fact that sports is essentially developed and shot for the large screen owing to the ability of TV to create a more engaging viewing experience compared to smaller screens like smartphones. Co-viewing is an intrinsic part of the sports consumption experience across the world and even more so in India owing to the emphasis on family viewing, for not only sports but also other genres – thus underscoring the importance of TV for sports consumption.

     

    The carefully packaged entertainment rendered by domestic sports league and India’s performance in international platforms like the Commonwealth Games furthers the viewer interest in and engagement with sports. Corporates are also increasing their involvement in sports beyond advertising and are participating as franchise owners and/or engaging in grassroot development programs – thus playing an active role in development of India as a sporting nation. These efforts set in motion a virtuous cycle, as an increasing interest in sports fuels further consumption, which is beneficial for the entire value chain including the sports broadcasters.

     

    Commenting on the findings, Akhilesh Tuteja, Partner and Head, Technology Media and Telecom, KPMG in India said: “Given its wider reach and interest as compared to other content genres, sports on Television is one of the most monetisable genres. The Television and Digital OTT sports market is estimated at close to INR 10,000 crore in FY22, with sports on TV holding a lion’s share. With a large screen experience, co/family viewing and investments by broadcasters, bringing the best of Cricket and other sport to Indian viewers, sport on TV is likely to remain highly relevant for the foreseeable future.”

     

    Added Vibhor Gauba, Associate Partner, Deal Advisory – M&A Consulting, KPMG in India: “Advertisers on TV see tremendous value when it comes to sport. Whether it be traditional or digital first brands, the premium NCCS AB audiences that sport on TV has access to; means that these brands continue to see TV as the first port of call for increasing reach, building brand recall and relevance; and getting their messages across to consumers. Impact properties like IPL and PKL will continue to see brands flocking to them in the coming years.”

     

  • No better person than a print veteran like our Wizard with Words to comment on the Association of Indian Magazines angst. Here's Dr Bhaskar Das in the November 16 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | The Association of Indian Magazines has petitioned the I&B minister that even though it has 20% of print readership it gets less than a percent of government spends. Fair ask, would you say?

    Bhaskar DasNo better person than a print veteran like our Wizard with Words to comment on the Association of Indian Magazines angst. Here’s Dr Bhaskar Das in the November 16 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. The Association of Indian Magazines (AIM) has petitioned the I&B minister that even though it has 20% of print readership it gets less than a percent of government spends. Fair ask, would you say?

     

    A. So far I know, the advertising rates, as approved by government, are always below commercial rates of any publication and, more often than not, the rates are not high enough to cover DVC even. So govt advts can’t shore up the beleaguered fortune of the commercial viability of magazines. Secondly, most of the government ads are topical in nature. With a variety of frequency of magazines (ranging from weekly, fortnightly to monthly), the scheduling becomes a challenge specially for topical ads. Some magazines do publish state features and they get support from concerned state governments.

     

    For magazines, it’s better to give more quality content for readers to experience and justify higher cover price to improve profitability. Finally, magazines generally offer high production quality and high profile advertisements. The advertising copy of government communication appeals to its functionality and not necessarily on creative aesthetics. That might bring down the overall environment of the magazines for high profile brands to participate. These are my top-of-mind thoughts and I feel it’s in the interest of magazines of some stature to avoid this path in their own interest.

     

  • Captures the company's ethos

    IIFL Wealth & Asset Management is now 360 One

    By Our Staff

     

    IIFL Wealth & Asset Management firm has rebranded itself as 360 One.

     

    Said Karan Bhagat, Founder, MD & CEO, 360 One: “360 One is an embodiment of two words that are extremely important to us – ‘360’ represents the holistic view we take of the ‘One’ person whose interests are always first: Our Client. We believe that the new name conveys the values and strengths of our past and our aspirations for the future.”

     

  • Credit Repayment via UPI mode sees 251% growth in expenditure

    Travel expenditure grows 165%:  PayU Insights Report-Festive Edition

    By Our Staff

     

    PayU unveiled its Insights Report – Festive edition which compares digital payment transaction trends on the PayU platform between the festive seasons of 2021 and 2022. The year 2022 saw a 64% increase in expenditure and 31% increase in the number of transactions vis-à-vis festive sale period in 2021. Moreover, the report also mapped the overall pandemic impact on Indians’ adoption of digital payments for the festive period. There has been a 245% increase in expenditure & 130% increase in the number of transactions between the ‘normal’ period of 2019 & post-pandemic period of 2022.

     

    Key insights for 2022 vis-a-vis 2021

    India’s strong credit preference

    Credit cards were the most preferred mode of payment this season. Interestingly, credit card users spent about 5 times more than debit card users in 2022 (total expenditure), in spite of the fact that there is 1 credit card for every 12 debit cards. On an average, a credit card user spent Rs. 6000 as opposed to a debit card user who spent Rs. 2500, in 2022. Year on year, credit card transactions and expenditures grew 42% and 84%, respectively. One reason could be banks offering cashback, reward points, discounts, deals & add-on services on cobranded cards and standalone cards.

    The appetite for credit is also reflected in the fact that credit repayment (i.e. personal loans for consumers & businesses) saw a 107% increase in expenditure and 105% increase in transactions over the last festive season. One of the highest categories for UPI spending was Credit Repayment, showing that Indians are increasingly repaying personal loans using UPI. Not surprisingly, debit card transactions declined by 34 %.

     

    Revenge tourism is the rage

    Whether motivated by revenge tourism or the extended Diwali weekend Indians’ expenditure in the travel and hospitality sector showed a 165% increase this festive season. Not only are Indians traveling extensively, but they are using all modes of travel. Cabs showed a 121% increase in expenditure, while train bookings witnessed a 50% increase in expenditure and 33% increase in average ticket size. Airlines saw a 95% increase in average ticket size. Holiday packages saw a 70% increase in expenditure & 341% increase in average ticket size.

     

    UPI driving digital payments adoption for daily use-cases

    There was a 133% rise in the number of transactions and a 124% growth in expenditure compared to 2021, probably echoing economic recovery, increased UPI adoption by small businesses & consumers. Interestingly, the average ticket size for UPI transactions has gone down marginally (-4%). Consumers used UPI for small ticket items such as groceries, within city travel & entertainment, which could be the reason ticket size declined. The Top 5 cities contributing to the highest number of transactions through UPI are Mumbai, Bangalore, Hyderabad, Chennai and Delhi NCR.

     

    Digitization and economic expansion led to the growth of financial services

    In the Banking and Insurance sector, transactions & expenditures increased by 100% and 143% respectively. This general sentiment is reflected across BFSI categories; total expenditure made in the insurance space grew by 41% perhaps driven by economic expansion, regulatory moves and increasing insurance penetration. Investments saw a 66% growth in expenditure and 50% growth in average ticket size – one possible reason could be the increased adoption of do-it-yourself wealth management platforms – especially among millennials & post-pandemic behavioural changes.

     

    OTT & gaming leading digital entertainment adoption

    The entertainment industry witnessed an increase in both expenditure and transactions of 52% and 54%. OTT expenditure has grown by 80% & transactions by 175%; gaming expenditure shot up by 20%. However, expenses related to watching movies physically and attending on-ground events witnessed a decline in expenditure and transactions of 11% and 43% respectively – perhaps habits set during the pandemic (OTT preference & avoiding public spaces) continue post-pandemic.

    Commenting on the PayU Insights Report – Festive Edition Paulami Das, Director, PayU Payments said: “PayU is a pioneer in driving value addition for merchants and banks through data insights, offering targeted solutions which allow them to deepen customer engagement & create actionable business strategies. Based on these insights, we are able to determine economic & industry-specific trends and whether these reflect broader market movements. We see that behaviours formed during the pandemic persist into the new normal with the preference for travel, digital entertainment & UPI continuing to increase significantly this festive season.”

     

  • Offers customers indigenously produced tiles

    Salman Khan promotes Somany Ceramics

    By Our Staff

     

    Somany Ceramics has launched a brand campaign ‘Zameen Se Judey’ with brand ambassador Salman Khan.

     

    Speaking on the occasion, Minal Somany, Brand Custodian, Somany Ceramics said: “Somany’s TVC empowers our brand, bridges luxury with a strong legacy and portrays simplicity, just like pioneer Indian actor, Salman Khan. Through our campaign ‘Zameen se Judey’ we aim to offer our customers affordable products with innovative designs to add glitz and glam to their homes. Further, she added, we will continue to produce contemporary products meeting international quality standards aligned with our customer’s demand.”

     

  • Campaign created by WPP advertising agency

    Marico launches special Parachute packs as tribute to farmers

    By Our Staff

     

    Marico Limited’s flagship initiative – Parachute Kalpavriksha Foundation launched a multi-pronged campaign to pay tribute to India’s farming communities by celebrating their spirit of growth.

     

    Speaking on the campaign, Koshy George, Chief Marketing Officer, Marico Limited, said: “Marico has always believed in rearing brands with purpose as our core strategy. This campaign, under Parachute Kalpavriksha Foundation is dedicated to the country’s farmers. The unique limited-edition packs will act as a platform to acknowledge their consistent contribution to the society and give a glimpse of their life to the people. The objective is to appreciate and highlight how every farmer rises above their circumstances to feed the people. Our brands have always led the way with authenticity, this campaign is yet another way to create deeper connections in the communities to understand and support them at the ground level. Thus, trying to make a difference in their lives significantly”

     

    Added Rohit Devgun – ECD Team @ WPP added: “The Parachute Kalpavriksha Foundation campaign is dedicated to our nation’s farmers. The film is a tribute to the ones who form the backbone of our agriculture-oriented economy. It tells you the untold story of those who rise above their circumstances every day and work hard towards feeding a growing nation. The special limited-edition pack design with real farmer stories serves as a platform to highlight their ongoing contributions to society and provide a window into their lives for us.”

     

  • The path to the pyramid top could be smoother and faster if your personal branding is right and is built around the most relevant X factor, writes Sanjeev Kotnala

    Sanjeev Kotnala: Relevant VXP or MXP Employee with X-Factor

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Last week I wrote about the six types of employees in an organisation. Where I asked the ones employed by an organisation to evaluate which type of employee they were and which type they wanted to be. This question was also open to self-employed people. Naturally, I had a few polarised reactions and feedback. A few readers suggested completing the thought with actionable inputs. So, here I share what I teach about ‘Employee X-Factor’ in my Personal Branding workshops and interactions.

     

    The Employee X-Factor.

    It is a simple thought. Being employed is a constant race to the top of the pyramid. And if you are in that race, you know only a few will climb the pyramid. I believe you want to be one of the employees climbing that ladder of success faster than anyone else. Unfortunately, the people you are fighting for the spot up the ladder have similar education, experience, and success.

    In such a scenario, fundamental qualities like honesty, hard work, dedication, passion, being an extrovert, and being a team player are essential. However, they do not give you any advantage during appraisals. You and those in real contention for the next position, promotion, responsibility, or bonus demonstrate these traits almost equally.

    You need a relevant, impactful differentiator, and that is the Employee X-factor.

    In this era of expertise, you need to be the VXP- Very ‘X’ Person and, better still, the MXP – Most ‘X’ Person.

    Where ‘X’ is the relevant and desirable trait not for your current position of responsibility but needed for the next position or the responsibility you want.

     

    How To Find The Relevant Employee X-Factor.

    This is much simpler than it sounds. In the organisation, look out for people who have moved up the ladder and are branded successful. Observe them and analyse their work style, their qualities and interaction.

    Find the three critical factors that are relevant to the organisational success and which differentiate them. Analyse how they are internally branded? What are they known for? On what kind of work do the seniors seek their input? Someone will be the most proactive, innovator, and go-to person, and someone may be expert in scaling up, executing and detailing.

    Do this analysis for five-six seniors who are most successful in the organisation. You will have a list of attributes, and hopefully, you will find a few common attributes. Note down these common attributes and qualities.

     

    Actionable Employee X-Factor

    Now evaluate where you stand against the top two most common attributes among successful people. Find the gap and draw a plan that will help you work towards internally being recognised as the MXP for the first attribute and VXP for the second attribute.

    Just work on the top two attributes, and you will find that they will take care of other attributes too. There is no point in complicating things.

     

    Amplify The VXP And MXP Association

    Find ways to demonstrate these X factors for internal branding and recognition. Remember, it is not sufficient for you to have the X factor. You must be known and recognised to have this X factor- by the people who matter, people who will decide what step of the ladder you should climb.

     

    Net-Net

    Yes, you need all the skills and talent for the position you work and the position you want. You still need to demonstrate the performance and deliver the goods. However, the path to the pyramid top could be smoother and faster if your personal branding is right and is built around the most relevant X factor. It will be better if you are the VXP and MXP on the appropriate and relevant attribute ‘X’.

    Also, you will be branded by default if you don’t work on your personal branding. So, it is recommended that you avoid this branding by default and work on it. Because all things being equal, your personal branding will determine if you climbs the pyramid.