Blog
7 reasons why your Brand’s Architecture matters

What is common amongst companies such as Sony, P&G, Hindustan Lever, Amazon, and FedEx? Yes, they are all established players in their domain and have a strong brand presence. But, apart from that what resonates across these brands is a strong brand architecture that emphasizes their corporate brand name over individual brands. As we delve deeper into the empowered economy, brands across the globe are gearing up to provide authentic […]

Continue Reading


5 Points to Consider While Designing a Logo for Your Brand

Close your eyes and imagine your favourite food. What’s the first thing that pops into your mind? Is it the smell of the dish? It’s texture on your tongue? Or would it be the way it looks? Most people pick answer number 3 and for good reason. Around 30% to 40% of our cerebral cortex is used for vision, as opposed to a mere 3% for hearing and 8% for […]

Continue Reading


No Mo’ Nano – Goodbye and Thank You For The Memories

Nano in Ratan Tata’s (presumably) native Gujarati means “small” -presumably an inside joke the top management at Tata Motors bought into while naming their soon-to-launch microsized-wondercar. It’s fair to assume they did not expect the adjective “small” to apply to the lifespan of the vehicle though. Recent reports suggest that the Nano may have died an unnoticed and unlamented death in Sanand. So, what went wrong with the so-called people’s […]

Continue Reading


Life’s Good – But Is The Corporate Brand Communication?

It seems that everyone in India who has anything to do with marketing or branding has seen the LG Innovation Story. The Corporate Brand Film created to celebrate 21 years of the brand has already seen over 116 million views on YouTube. The film is beautifully made, shot, emoted, and set to music. It tells an uplifting story. It tugs at the heartstrings and shines a spotlight on some of […]

Continue Reading


Let’s Raise Our Cups To a Truly Inspirational Leader

Every time you, as a brand custodian, feel threatened by the Entropy/ chaos around your brand and are tempted to consider a knee-jerk, short-term riposte, we recommend taking a moment to stop for a cup of coffee. While having that cup, we encourage taking a look around the Starbucks you are in… (well, of course, it’s a Starbucks!). Think of the tens of thousands of Starbucks outlets around the world, […]

Continue Reading


6 points to consider while driving Customer Engagement for your Brand

In a world where brands are battling severe competition, driving customer engagement has become every brand’s key goal. Establishing a connection with your customers and building an enduring relationship based on engagement is vital for success. Since customers tend to make purchasing decisions based on their entire experience with a brand, and not just based on reviews or word-of-mouth, the onus of building a strong, relatable brand is entirely on […]

Continue Reading


6 recent F&B Branding stories that will catch your eye…

The food and beverage industry is among the most difficult places to thrive in. In India, economic development and supportive government policies have resulted in a higher demand and supply of innovative F&B solutions. With a spike in demand, there’s been a high rise in production, processing, distribution, and the marketing of F&B products in our country. As far as manufacturing goes, F&B is now the fifth largest sector, and […]

Continue Reading


6 reasons why your Brand’s Positioning matters

As markets become crowded, the task of building strong brands becomes harder. The reality is that consumers of today are surrounded by the cacophony of brand messaging and advertising clutter. With dynamically changing markets, products that continue to evolve, and competition that increases almost every day, how do brands stand apart and successfully build that strong recall factor in the minds of their consumer? This is where brand positioning comes […]

Continue Reading


Why Taglines and Slogans Matter…

When carefully defined, taglines and slogans can reinforce your brand’s value proposition and provide a reason for your audience to connect with your message. In fact, many brands are recalled by their taglines and not by their names – it is the tagline or slogan that influences their perception in the market and helps consumers identify the service or product that they provide. Here are some reasons why taglines and slogans […]

Continue Reading


5 Super-Smart Brand Names And What They Stand For…

  Anyone who has ever thought about creating a company, and pretty much all brand managers and product owners here, can empathize, just how difficult it is to devise a name that is unique as well as descriptive. Among the most important tasks for the marketing team is to coin a brand name that would reflect the essence of the brand and fit seamlessly into the core ethos of the […]

Continue Reading