Ramanathan Vythilingam

speaker

390 appearances 1 recordings 1 series first heard Jul 2026 last heard 13 Jul

Ramanathan Vythilingam’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.

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Looking Outside · Who are 'influencers' influencing? (Marketers.) - Marketing Professor Ramanathan Vythilingam · 13 Jul 2026 podcast

Is this brand for me?

Things like message association, brand definity, all the things that you mentioned now is where influencer marketing should really lean into.

So you got to be clear on where in the funnel you are leveraging influencers, what are they best suited for, which is mid-funnel almost education, is the kind of core value that I see influencers bringing to the table.

And therefore, that will also then have a roll-on effect on your

Therefore.

sales.

That's what you then kind of measure with your MMMs and therefore looking for every dollar that you're investing, what's the incremental outcome on sales that we generated?

I mean, to be honest, when I used to be at Unilever, there have been a few instances where the celebrity that we had partnered with for a certain brand, there was some negative PR that happened.

And obviously, then as a brand, you're trying to think about what do we do in that situation.

Like Adidas and Kanye West, for example, there was a big partnership globally.

Like Easy's shoe apparently was like a billion-dollar business or something.

And then it completely overnight.

They had to cut that relationship for very

Various reasons.

So that reality of when you're trying to get the halo from somebody else for your brand, that reality of things would change very quickly, kind of remains whether it is a celebrity or if it's an influencer.

Going back to this idea of education, if education is where influencers add real value to your brand and people's understanding of what makes your brand different, what makes your product superior to other products in the market.

Market, it essentially means there is a certain level of expertise expected from the influencer.

I'm not just anybody with a ring light, a smartphone, and video editing skills.

I am interested in that category and therefore I keep myself updated with what's happening in the category so that I come across as a credible voice when I talk about a certain product.

I think it becomes almost like the baseline requirement.

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