'5 Questions' with Lavanya Wadgaonkar, Nissan Motor Chief Communications Officer

Q1. How is Nissan contributing to the Formula E racing championships?

Nissan is proud to contribute to the Formula E racing championships as part of its commitment to the future of electric vehicles, mobility, and sustainability. Motorsports are in our DNA, and our participation in Formula E showcases our innovative engineering and advancements in electric mobility. The concept of "road to track, track to road" embodies our dedication to continuous innovation and highlights the symbiotic relationship between our motorsports efforts and the development of technologies for everyday consumers. By leveraging insights gained from racing, we enhance our electric vehicle lineup, bringing customers the latest in performance, efficiency, and sustainability.

Q2. How important is it for leaders to build their thought leadership?

Building thought leadership is vital for leaders today, especially in a rapidly changing landscape marked by the rise of electric vehicles, self-driving technology, and evolving regulations. It's essential for leaders to cultivate a shared perspective, fostering a collaborative environment where everyone can focus on common goals. This unified view not only helps align strategies but also simplifies the process of breaking down challenges and driving progress.

Moreover, being recognized as a thought leader enables companies to stand out in a competitive market. Leaders who share their insights can influence industry practices, shape public policy, and guide future developments. In a field that relies heavily on collaboration and shared knowledge, having a clear and common vision is crucial for success. Therefore, developing thought leadership is not just beneficial; it is essential for leaders who aspire to make a meaningful impact.

Q3. How do communications teams enable a company to thrive on a global scale?

Communications teams play several crucial roles in helping a company thrive, especially as issues become more complex and global. As advocates, they build and promote a strong brand message that resonates with diverse audiences across different cultures. They act as influencers, shaping public perception and engaging stakeholders through effective storytelling and targeted campaigns. They provide strategic insights on how to communicate effectively in various markets. Finally, they function as counsellors, guiding the company during crises and managing its reputation to maintain trust and loyalty, thus addressing challenges in a global landscape and driving the company's success.

Q4. What’s one mistake companies often make when entering global markets?

The biggest mistake is neglecting cultural differences and the unique needs of each market. Like I said earlier, many organizations assume their message will resonate universally, but this can lead to misunderstandings. Instead, I advise companies to prioritize a deep understanding of the culture and people in each market.

Communications teams should play a crucial role in this process, acting as the conscience and connection for the organization. They can ensure that the company maintains a global narrative while tailoring messages to fit the cultural context of individual markets. This approach not only enhances brand acceptance but also fosters deeper connections with local audiences, ultimately leading to greater success in diverse regions.

Q5. Your advice to aspiring communications professionals who aim to lead global brands someday?

My key advice would be to prioritize honing storytelling skills, knowing your audience, and understanding different cultures. First, it's essential to recognize that different cultures have unique values and communication styles. Taking the time to learn about these differences will help you create messages that resonate with diverse groups.

Second, strong storytelling skills are crucial. Being able to craft compelling narratives will not only engage your audience but also make your messages more memorable and impactful.

Finally, always keep your audience in mind. Understanding their needs, preferences, and behaviours will enable you to tailor your communication effectively, ensuring that your brand connects with them on a deeper level. By focusing on these three areas, you'll be well-equipped to succeed in the field of communications and lead global brands.