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Latest Articles in branding

What Is Your Personal Brand Promise?

A personal brand goes much beyond what you have done so far in your career!

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Culture Of Customer Co-relation: How It Is An Important Factor In Any Brand's Success

A customer who buys a luxury product expects to not just own a great product, but also wants to have a pleasant experience while shopping

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Organisational Brand Impact Through Employee Branding

The success of an organization is essentially a sum-total of the contribution of its employees. Can an organization therefore overlook the significance of building its brand through its people?

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Lemon Mobiles Revamps Its Brand Identity With New Logo

The company has also come up with new mission and vision which is to be a seamless organization adopting innovative technologies and ‘empowering lives’

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'Universities Need To Invest And Develop Their Brand'

In an interview to BW Businessworld, Sanjay Gupta, Vice Chancellor of World University of Design, Sonipat talks about branding, cost of education and employability of the students

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The Consumer & The Idiot Box

Today a big dilemma among marketers is to choose between following the beaten path or the road less travelled

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Marketing Outlook For 2018

Marketers today are rich with data through availability of variety of analytics tools to understand customers

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The 4Ps Hinder Marketing Integration

Integration is clearly in the hands of educators, not practitioners or managers

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More Or Less

Customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey

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Identifying Your Consumer Is Half The Battle Won

For a relatively matured sector like mobile handsets which has high penetration, faster replacement cycle and heavy competition, identifying your consumer can be the start point to success

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Floating your (Paper) Boat

Kite-flying, like brand management, is exhilarating. Few remember the battles lost and won after a point; only how it feels when your kite is up in the clouds, among many others, adding colour to the skies, and you are the pilot on the ground, floating your (paper)boat

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Brand Ignition: Interruptive Communication

It’s time for advertisers, the media and consumers to feel “Sorry for the Interruption”!!

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8 Rules Of Positioning

In a market crowded with a lot of brands offering similar products, a good positioning makes a brand and its products stand out from the competition

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Quibbles On Media Piggybacking

The visual assault such a flyer-cloth makes on flyers erodes, I believe, Spicejet’s own value

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Is Your Brand 'Hot' Enough?

Loyalty is dead! It is a world moving towards 'gigs' rather than job security. Brands are/will re-orient themselves from trying to chase customer loyalty to becoming all-time relevant

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