Keep running…someone moved the Finish line

There is an aspect of brand building that makes it simple but equally complex. This aspect is knowing that 'brand building is a journey and not a destination'. Brand building is a journey. There are no doubts or second guesses about it. If you believe you have reached your destination, your brand stagnates or starts becoming... Continue Reading →

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To adapt is not to survive, it is to win

Adaptability has always been the defining characteristic of the fittest. Adaptability enhances longevity and adds armour to withstand the winds of change. Charles Darwin's immortal "survival of the fittest" adage seems to be getting more and more relevant for brands in today's age. In the animal world, adaptability takes various forms. It includes the ability... Continue Reading →

Reigning in the ‘big’ and ‘significant’

Decision making in a brand strategy formulation and implementation process is getting increasingly hard and complex. Brand strategy in itself requires careful planning and forensic analysis of choices along the way. It also requires the courage to ignore the 'low hanging fruit' and aim for the 'challenging peaks'. Over a period of time, decision making... Continue Reading →

So what?

Till 2-3 years ago marketers built brands. Now they are increasingly being tasked with building 'experiences' (and in many instances with no direct or indirect references to a brand). Previously, selling a brand meant identifying a need or a problem, create a product that solves that problem and finally creating a set of differentiated branded... Continue Reading →

Cooking Up A Culturally Relevant Brand Dish

Originally published at www.cmo.com on August 5, 2016. Let’s begin with some bad news. For any brand manager or marketer, the concept of a one-dimensional, static, consistent global brand is dead. If this concept is still living or lurking in a corner of your organisation, force it out and kill it. Just because the same brand name... Continue Reading →

How are you going to eat?

This post was originally published in LinkedIn Pulse on 6th October, 2016 Before you start reading, or even contemplate whether you should read, stop for a minute. For a minute, think about food and how you have been eating. Think about any kind of food. It could be lovingly home made by yourself or by... Continue Reading →

 Simplify, simplify, simplify…….

To really cut through the faff, brand marketers need to subject their brand strategies to some stern tests. Let's look at a few examples. Twitter is a great platform to sharpen your writing skills. The 140 characters limit (even with recent relaxations) forces you to cut out verbose, makes your thought process focussed and helps... Continue Reading →

Knocking on the right doors

Building and growing a brand has never been more challenging. Strategies cannot be designed and implemented in a linear fashion anymore. This is equally true for growth and identity / equity building strategies. Even before getting to a state of harbouring global ambitions, brands need to negotiate a maze of evolving and complex category dynamics... Continue Reading →

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