Investment in thought leadership good for brand value: Research

Thought leadership is typically seen as a very daunting exercise for many leaders and rightfully so. With business environments across sectors changing by the day, it would be fair to say that founders and their teams should focus on what it is going to take to make their business as adaptable as it can get. However, the power of thought leadership is often undermined and instead is seen merely as a branding tool. Founders and CXOs are increasingly becoming vehicles of communication where they now have the additional power to change perceptions. The internet has indeed made the world smaller and social media has made every other unicorn founder as accessible as your next door neighbour. This is why Thought Leadership matters - to change perceptions, to take one’s story their way and finally to see that shift in perception reflect the way a brand is valued.

‘Voice of Influence’, a research report by reputation management advisory, The Mavericks India in collaboration with media monitoring agency ConceptBIU, has been curated with the purpose to understand and decode the fundamental principles of thought leadership, and its alignment with a company’s purpose, vision and mission. This extensive audit has revealed that not everyone survived audience scrutiny through their thought leadership, and though challenging, if done right, a sound thought leadership strategy can result in long term gains for the brand.

Commenting on the launch of the report, Chetan Mahajan, Founder and CEO, The Mavericks India said, “Perceptions can make or break the reputation of a brand and we have seen such instances in the recent past. We are often posed with the question of whether thought leadership could be an option and we have never been able to justify its importance backed with data. This truly was our north star when we set out to create this report and with a clear hypothesis to prove or disprove - how crucial thought leadership is to the financial and emotional value of a brand.”