Your brand identity is a vital part of your business and brand strategy. In simple terms, brand identity is defined as the unique characteristics that influence the perceived personality, behavior, and appearance of your brand. It is similar to how your identity works. Just like how your identity is a combination of your name, personality, values, beliefs,…

So much of what we choose for ourselves has something or the other to do with how it appeals to us visually on some level. The clothes you buy for your body, the lipstick shade that you wear to match your mood, or the walls of your house that make it feel more like home.…

“Form follows function,” the timeless wisdom of renowned architect Louis Sullivan, resonates not only in the realm of architecture but also in the dynamic arena of branding. Amidst the relentless pursuit of triumph, countless brands tend to overlook their fundamental essence—their purpose. This blog embarks on an exploration of the captivating realm of anti-branding strategy,…

“Be Love” “Be Kind” “Be Better” “Be soulful” “Be the focus” “Be light” “Be the light” – it’s all out there, all kinds of “Be”s. Except maybe “Be a Bee”. The Be baseline for brands, it’s so easy to label and put on the shelf. Brand managers love it. Planners love it. Agency heads also…

Last week I was in a business networking conclave. You know how it goes, 15 to 20 people all wanting to exchange business cards and introduce themselves. I am so and so and I am a wealth manager, or I am a property consultant and can handle all kinds of properties, etc. And there was…

What your customers say about you is your reputation. Manage it. – Hiten Balsari A good reputation is important for branding. Managing this reputation, even more. We spoke to Hiten Balsari, India Partner and of SWS – a global reputation management platform, about how reputation management can be approached. WHAT’S THE DIFFERENCE BETWEEN REPUTATION MANAGEMENT…

The last 3 months has been quite challenging with me learning, unlearning and relearning a lot of things. Being in this hustle mode, I have missed out on quite a few rebranding stories. The quarterly compilation is my idea of catching up on those stories. And while doing so, I would like to share it…

Phase 2 It depends! Naturally, brands have that insatiable urge to run paid ads and reap the benefits sooner rather than later. But every product / service has different stages of consumer journey and so, think about your category, purchase frequency and buyer behaviours. It will help you create appropriate content for each stage and…

On the flip side, some enthusiastic start-ups are so desperate and flying blind without giving it much thought. Social media is a place where young people watch funny videos, send and receive emojis and make fun of one another for no reason. Using social media for marketing is a fancy idea. Not really. But unfortunately,…

A bitten fruit, black, gray, elegant, highbrow….? Apple! A little bird, eye pleasing blue, freedom, cute messenger…? Twitter! Logo – The core visual identity of a business. A powerful symbol that takes your noble message to the world. It represents your brand in the market. Creating a logo could probably be the first step in your…

Destination brand A destination brand is the sum of experiences of a traveller during a trip and the sum of all stories somebody has heard about a destination. The traveller landscape has always been complex but as new technologies emerge, travellers are faced with a greater choice – and, at the same time, greater complexity.…

There has been so much already written about brand archetypes and this is certainly not one more of those articles. In fact, this is rather a personal discovery, one which I wanted to share with you. It all started in one of the branding workshops that we conducted. We introduced a client to the concept…

“Beauty lies in the eye of the beholder?” Well, maybe. But beauty certainly lies in the process of creation, beauty lies in the execution, beauty lies in every product constructed. What’s important is how you show the world who you are through visuals and catch a wandering eye. In the world of branding, we call…

A Brand’s introspective tool Introspection is a tool that allows us to look inside. It gives insight to our own feelings, patterns, strengths, disadvantages and what not, helping us correct, create self-awareness and further build ourselves. We believe that Brands are human; and they need introspection too. SWOT Analysis is a way for brands to…

One of the things that most makes us human, are our errors and imperfections. But brands have it different. When it comes to brands, mistakes can have disastrous ramifications – ones one can’t prepare for. There’s a lot of talk about what brands should do. We have a ton of resources on how to go…

A recent conversation with my 15 yr old daughter about her birthday shopping got me thinking. She was recounting her angst and disappointment when she could not find anything that was to her liking. Every brand that we looked at had designs that were either for college kids or older women or was too childish…

A new world order is in place and the needs, wants and desires of consumers have also changed. Gone are the days when consumers wished to travel and they would pack their bags the very next day. Today stepping out of the house to buy groceries is the only travel plan that anybody is allowed…

It seems as if we’ve collectively embraced the mantra of this unprecedented uncertainty to describe the current social, cultural and economic climate. We all feel it and live it, personally and professionally on a day-to-day basis. For business entities and brands, this must be a period of hopelessness. Some may have capitalised on the uncertainty…

Are you thinking about how to stay relevant in the lives of your consumer and engage with them during these times? Well, in this interesting byte, Sarah Thomas outlines her perspective on how Fitness First has taken steps to play a positive role in the life of their customers who are highly anxious during this…

It’s mid of the year and things are back to normal. We can go out, we can meet face to face and travel is possible. But things have changed. The coronavirus pandemic is likely to go down as one of the most significant events of our lives and has eternally changed the experience of being…

These are time when brands across most industries are facing a transaction restrain or block and Nivea Heuley a marketing and business expert outlines that these are also times when brands shouldn’t completely shutdown communication with their consumers. This is a time to be PRESENT in their lives in a meaningful way. She further outlines…

Rasika Prashant, Co-Founder and Chief Marketing Officer at Soulfull Foods, shares her journey in helping create a much loved cereal brand. She touches upon the inspiration to start an enterprise such as this, the challenges in promoting a ‘healthy’ food brand, and some interesting insights on what makes Soulfull the brand it is today. Most…

The coronavirus pandemic is likely to go down as one of the most significant events of the last 100 years. Brands need to prepare for the post coronavirus world. Things are going to be different than they were at the end of 2019, and we need to be ready to adapt to these differences. However…

Many a time, the brand owners and marketing fraternity gets confused by terms like brand strategy, brand positioning and creative strategy. 

As a start up, you don’t always have to come into the market with a completely new product offering. Very often market sizes are large enough to accommodate more than two if not many players.