Brand leadership – What does it mean?

Leadership is a much debated subject. The debates range from whether we are born or made as leaders, successful personality traits, do's and dont's, creating more leaders or followers, standing the test of time and hundreds of other topics. But at least there is consensus on who is a leader and what defines leadership. When... Continue Reading →

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Brand transformation or re-wiring?

Brand transformation has become a heavyweight term and conjures up visions of hundreds of strategists burning the midnight oil, boardroom strife, war games, million dollar marketing and advertising budgets and staff churn in the process. In reality, what is described above is an organisation's struggle to come to terms with new reality and new ways... Continue Reading →

Are you raising up a resilient brand?

After running the Begin your own tradition campaign for 13 years, Patek Philippe launched their new global campaign titled Generations in 2013. The single common underlying theme between both campaigns is the iconic slogan "You never actually own a Patek Philippe, you merely look after it for the next generation", which has kept its allure and impact for more than... Continue Reading →

Are you a brand or a solution?

Everyone wants to be someone else. Alternately, everyone wants to evolve into someone different. In the case of human beings, who does not like a "new you" (or at least pretend to like one). When we get a new hairstyle, we get praises and brickbats, and then our internal self decides whether it can live... Continue Reading →

The future of branding (or “choices”)

The future of branding will not be defined by the platforms available, and nor will it be defined by what marketers can do on those platforms. It will be defined by how we make “choices” and the factors that influence or are going to influence our decision-making. The traditional brand funnel is dead. A consumer can straightaway start... Continue Reading →

Looking inside before venturing outside

So you have made a decision to embark on a strategic brand transformation exercise? That's great for a start, as you have obviously realised that a brand (or a portfolio of brands) you own and manage, needs rebranding to be able to better tap into current and future opportunities. Most organisations get the 'need' for... Continue Reading →

Moving sideways isn’t easy

There is an innate charm about being effortless or natural. It is about not trying too hard, not pretending and not putting on a fake persona. The world's greatest statesmen, politicians, business leaders and speakers have this trait. It is a trait that only few brands have been able to embrace. But what is it about being effortless... Continue Reading →

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