Regular readers of my blog probably know well by now that I don’t think the digital medium is suited to brand-building. At least not in its current form. I have written a few pieces on the subject already. And many might be wondering why I would even be remotely interested in writing about digital brands,… Continue reading Let’s Get Digital Brands Growing
In my last blog post on brands, I had written about brands having the ability to affect and influence companies’ operations at the corporate level, not merely at the marketing level. That is, if brands are used to determine and guide a company’s direction. If used strategically and imaginatively well, brands might even help reinstate… Continue reading How Brands Can Propel Business Strategy Forward
In one of my recent blog posts, I said I would like to read David Aaker and Kevin Lane Keller and I am glad to say that I have just finished reading Aaker’s Building Strong Brands that I ordered from Amazon. A lot of it was familiar territory to a seasoned advertising professional like me,… Continue reading Building, Managing and Measuring Brands
We all talk of brand equity, especially in the advertising and brand communications industry. The Economic Times in India even has an advertising and marketing supplement called Brand Equity. What exactly do we mean, when we speak of brand equity? The term has come to encompass many aspects of a brand’s growth, from brand awareness… Continue reading Between Equity and Valuations, What Brands Represent
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
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
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
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
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
Peripatetic Perch 