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 […]
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 […]
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 […]
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 […]
In the hospitality world, if you can’t keep up, there are plenty of contenders waiting in line to take your place in the hearts and minds of your consumers. The digital consumer of today is more empowered than ever and unafraid to rustle a few feathers with a devastating Yelp review. It is up to the brands to implement strategies that will serve the tide of demanding customers. So, what […]
Take a moment to look around the vast ocean of brands that surrounds us today. It is easy to distinguish the established ones from those still struggling. Why is it that some of these brands are successful and the rest still only finding their footing? There are some brands that naturally generate a feeling of trust with their customers. Look at some of the most successful brands across the globe, […]
Starbucks will close 8000 stores across the USA for half a day to train all employees on diversity, inclusion, and sensitivity in response to an incident in one store. ABC canceled an extremely popular TV series within hours of a racially charged tweet by the star of the show. There is ample evidence to suggest that in an age where the consumer is spoiled for choice, the “Purpose” of the […]
Have you ever wondered about the lifespan of a brand? Do they all last the same? Or they swing from ‘a flash in the pan’ time span and ‘they lived on and on’? Does the principle of ‘well-begun is half-done’ hold true here? A close look at the history of branding makes it crystal clear: most brands fail. Reports suggest that 96% of businesses fail within 10 years of inception. […]
Even uber-geeks like Elon Musk and Mark Zuckerberg cannot agree whether the growth of Artificial Intelligence is a threat or a boon to mankind. Clearly, this is a complex, layered issue with no black or white takeaways. That said, much of humanity, whether directly impacted by AI or not, has various degrees of concern. Some of this apprehension may well be “Terminator” and “Matrix” influenced, but that is the stuff […]
Your business plans are in place, the product is taking shape nicely, the top management is champing at the bit, especially the sales and marketing folks are eager to start talking about what you have to offer. Except there’s one thing missing – the perfect name for your brand. The name you choose can either emphasize the value you espouse or distance you from it. A good name is critical […]
- Just How Far are Brands Being Driven By Purpose?
- 7 Pitfalls to Avoid in F&B Branding
- Is It Alive Or Just Artificial?
- 5 points to consider while coining a name for your Brand
- 5 Best Practices For Personal Care Brands
- 5 Trends For F & B Brands To Watch Out For In 2018
- 7 Points To Consider While Defining Your Brand Purpose
- “Purpose” Is Back In Positioning And We Love It!
- The Public and the Republic Day
- Hearing The Voice Of Reason In The Social Echo Chamber
- The Museum: Emerging narratives in contemporary India
- What Role Can Brands Play In The Lives of their Consumers?
- The Copy-Cat Chronicles – 5 Brands That Chose to Follow and Fail
- The Feeling is Electric – The Havells story, and our part in it!
- The business of Entropy
- Hello 2018!