MUMBAI: Today, brand positioning and brand marketing for a corporate is so critical that one has to be on his foot all the times. Essar Group president- corporate branding and strategic initiatives Shivnath Thukral said at World Brand Congress (WBC).

He said, "One should know everything in Business to Business (B2B) brands. Informed citizens are partners in the evolution and transition of a corporate. Today, everyone who hears about me is my stakeholder. So, the whole world is my stakeholder and I have a responsibility towards them."

"For B2B, one has to embrace technology in marketing the brand and surround customers in 360 degree communication. Also use technology and show that with the use of technology we can reach out to the customers wherever they want us to be. Technology enables us to be ahead of time and break the clutter both internally and externally," Thukral added.

Talking about brand new corporate, Thukral said, "If you look at the new age informational architecture, that is how your corporate brand has to be. There is no margin for error. You are being watched and heard all the time. Your reputation is what matters a lot as if something goes wrong nobody is spared here."

"B2B brands should be associated with an attributes like nation building, pride, fairness, transparency, responsibility, credibility and humility. If they achieve these using technologies, they are on the right path," Thukral added.

Thukral feels that brands should marry every form of media because the outcome is intangible and very important for B2B companies.