The controversies surrounding the 2022 Qatar World Cup prompted many brands to consider taking a stance to appeal to purpose-driven consumers. But would this do more harm than good? Canvas8 spoke to Amitava Chattopadhyay about how brands may navigate people's values in a global economy.
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Professor Amitava Chattopadhyay is an expert on branding and innovation. Currently, he is researching how business models of social innovation and customer-driven digital transformation create value for organisations, their customers, and partners. He has published a book, 70-plus scholarly articles, and 30-plus case studies, with his publications receiving several prestigious awards. Professor Chattopadhyay has worked as an advisor on marketing and branding challenges at major multinationals. He has advised tech start-ups on strategy, marketing, and branding. He has designed and taught programmes for senior and middle-management at some of the largest multinationals, with delivery across five continents.
Riani Kenyon is a caffeinated Zillennial who is hopelessly addicted to The Sims 4 and binge-watches her latest anime obsession when she’s not busy bopping to early 2000’s K-pop. Beyond being a nerd, she has worked on initiatives for the UN Academic Impact and the UK Model WHO, and also explored politics while interning at the House of Commons.
