MUMBAI: The utility derived from time has changed significantly in the last decade and will change even more in the next decade as very young people become consumers and buyers of brands.

Thus, marketers believe that brands have to do the unexpected to create and spread awareness and stickiness in the shortest time span possible.
 
“Gone are the Ramayan days when media planners would capture the maximum pie on the show and thus, get 80 per cent exposure. These are the days of optimizers as everyone is fighting for their share wherein consumers are spoilt with choices.," said Colors CEO Rajesh Kamat, while speaking at the The Mindshare Brand Equity Compass 2010 held here today.

Kamat noted that with one thousand messages reaching consumers daily in various formats, marketers can no longer cut paste the winning template. 
 
“If a brand wants to grab attention, it has to be a showstopper in the very first instance today as there is no second chance given in this competent market,” he said.

However, Radio Mirch CEO Prashant Pandey noted that unlike other media platforms, radio still remains to be built as a conventional brand as the fundamentals of radio marketing stays unchanged. 
 
Panday further explained that brand building has to talk about the style and persona of the product and that has to be supplemented with right delivery and consistency.

Thus, according to Pandey, brand building can never take place in compressed time “but sales surely can.”