KU's NewGen IEDC holds workshop on 'Building Great Brands'

With an aim to create a robust entrepreneurial ecosystem, University of Kashmir’s New Generation Innovation and Entrepreneurship Development Centre (NewGen IEDC) held a daylong workshop on ‘Building Great Brands’ in collaboration with Red Stone Films and tech startup, Algospark.

The workshop was conducted by head of digital marketing division of Motivate Media Group, Dubai, Anusha Azees, who is an expert in brand building through storytelling. About 30 startup founders and established entrepreneurs from across Kashmir participated in the workshop.     

 In a four hour-long interactive session, Azees delved in detail about how to build a successful brand. She talked about different strategies with focus on using storytelling for building great brands. She stressed focussing on using the human emotion rather than data for effective and long-term strategy of promotion.

The session talked about benefits of content and storytelling in building brands through global and local examples and how storytelling can be effectively used to grow business.

“Brand building driven by effective storytelling can not only help your business create a distinction in the market, but also drive conversation, brand goodwill and more importantly recall and preference amongst your consumers,” said Azees said, who has worked as a marketing communications consultant advising clients in India including Accenture in India, Tata Group, Airtel, Vodafone etc.

KU’s dean research Prof Zaffar Reshi presided over the session, while dean of Business Studies Prof Mufeed Ahmad and former head and dean faculty of commerce and management studies Prof Ajaz Mattoo were present at the occasion.

Chief coordinator of NewGen IEDC, Majid Qadri talked about the aim and purpose of the centre. He said NewGen IEDC is working to inculcate the spirit of innovation and entrepreneurship amongst the young students, encourage and support startup creation through guidance, mentorship and resources.