Building a Corporate Brand Requires a Change in Mindset

As someone who has worked in the advertising industry in India for decades, I am always surprised by how few companies think of themselves as brands. Not just in India, but across the world. The few who do, think of it in terms of slapping on a corporate logo at the end of a brand… Continue reading Building a Corporate Brand Requires a Change in Mindset

Brands Need Long-term Vision and Care

In addition to my last blog post in which I had shared five of my presentations on the building blocks of brand development, I thought it might make sense to explore other aspects of brand-building as well. I have been thinking about these subjects for many years, while observing developments in the advertising and marketing… Continue reading Brands Need Long-term Vision and Care

How Jaguar Land Rover Can Build its Corporate Brand

Sometime last year, I had shared my thoughts and ideas on how corporate brands can enable renewal, and in that context, I had shared my thoughts on a corporate branding strategy for Jaguar Land Rover in a blog post. An important part of that branding strategy was to bring together Jaguar and Land Rover as… Continue reading How Jaguar Land Rover Can Build its Corporate Brand

Brand Development, Explained

I recently wrote a set of slide presentations for SlideShare to explain very simply, what brand-building is all about and I thought it might be worth sharing them with my blog’s readers and subscribers as well. In recent years, brands have become more significant in a company’s operations and there are entire new disciplines emerging… Continue reading Brand Development, Explained

Brands and Democracy: Freedom of Choice Helps Brands Thrive

With the phenomenal growth of China over the past three decades and its adoption of capitalism and private enterprise, albeit with Chinese characteristics, we have to question many of our assumptions about capitalism, communism, free market economies and state control. Not only are some Chinese companies beginning to enjoy high market shares and market valuations,… Continue reading Brands and Democracy: Freedom of Choice Helps Brands Thrive