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7 mistakes to avoid when branding consumer durables

From your coffee maker to your electric toaster – your hairdryer, your smartphone, washing machine your electric toothbrush – it’s all in the consumer durable category. But what makes a brand more successful than the others? It may be down to how the brand is perceived by its consumers. Consumers may not know the specific tangible differences between two brands – however, they still have preferences and these preferences are […]

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E-commerce Branding Best Practices

In the e-commerce world, sales are entirely web-based or app-based. Your website/app is your hub and sales are driven by online advertising and branding. It’s “No branding, no sales” in the competitive e-commerce space -there’s always another site available for the consumer! How do you create and promote an online brand and how is it different from the traditional? While the principles of branding are universal, the online world is […]

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4 logo design stories each brand can learn from…

The logo is often the first point of contact of a brand with its customer audience. It is a vital marketing tool for the marketers to create, establish, and cement the brand’s identity in the minds of the consumers. The logo reinforces what the company or brand is trying to communicate about itself by providing a unique visual stamp of the identity of the brand. A good and effective logo […]

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The Importance of the Art of Looking, Drawing, and Storytelling

We live in a society, so we believe in what it tells us, preaches to us. We accept it all happily because we feel it is good for us. The society has made standard systems for every field and if any particular system says this is a problem, we take it seriously and work on it. A few years ago our education system became very conscious of Dyslexia and said if some […]

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To Retail Brands With An Eye On Ikea

Ikea’s Hyderabad store opening was the stuff of retail legend. There were traffic jams on the highways leading to and away from the store. Footfalls and sales were at levels seldom encountered in India before. Even the in-house restaurant is said to have clocked enviably high sales on the opening day. Despite it being early days yet, there is a sense that this take-off is due to more than mere […]

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Just ‘Cause – Why Brands Shouldn’t Support Causes (…And Why They Should)

I’ve written here that I think Nike may have been justified in their recent choice of ad spokesmodel (you know the one I’m talking about). I have also written here that I do not believe the assorted pubs, doughnut shops, and mattresses gleefully posting meme-worthy content on their social channels after the Sec 377 verdict were similarly justified. Hypocrisy much? Well, you decide. To my mind, the most critical question […]

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7 Ways in Which Brands Can Drive Loyalty

Loyalty is a powerful feeling that can unite millions of people together towards a common shared goal. It is strong enough to make an individual take substantial risks for the object of their allegiance. The concept has been explored by psychologists, philosophers, economics, political scientists, and marketers alike. And certain evolutionary biologists view loyalty as an adaptive mechanism passed down through the generations. To a relationship counsellor, it could mean […]

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12 Powerful Vision Statements Driving Strong Brands

Earlier, we had discussed how the driving force behind any brand is its purpose. Like the captain of a ship navigating its way through unpredictable seas, a brand’s purpose acts as the driving force behind an organization. Brand vision, on the other hand, is comparable to a compass. The brand’s vision is what shows the path for the rest to follow. The vision helps the company plan out exactly where […]

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7 Signs That Your Business Needs Rebranding

  The sum of the beliefs, ideas, and impressions a consumer possesses of what a specific brand represents defines the overall branding. Branding traditionally consists of the look of the product and its accessories, such as logos, slogans, and other identifiers. There are many factors at play when customers are interacting with a brand. This perception of the brand can be strengthened via advertising, word of mouth publicity, packaging, and […]

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I Have Some Good News and Some Bad News, But Would You Like To Hear The Fake News First?

Apparently, 59% of respondents in a survey said that they would stop buying the products or services of a brand, even one they “loved” if it shared “fake news” with them. The connect of a brand with such “fake news” does not even have to be so direct to hurt-mega brands like Kellogg’s saw a public backlash when it was revealed that their ads were appearing on sites known to […]

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