Shunning disbelief and getting just the right connect with the consumer is what always works for any brand. It is this attempt to lure people towards it that has become the order of the day. The human connect is what every brand is looking for; the better you strike a
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Rupin Jayal
Willing Suspension of Disbelief
Identity and Experience
Identity without experience is superficiality. Experience without a distinctive identity is confusion.
I recently walked into the showroom of a telecom brand that promises to be "happy to help". First of all there was no happiness in sight.
Brands with feet of clay
The first and the most important lesson is to avoid hype without substance. The end is coming for brands created by hype alone.
The year 2010 is turning out to be a bad year for brand icons. Not a day passes without the news of some brand icon stumbling.
Insights from a visit to the Auto Expo 2010
A party can say a lot of things about the people hosting it. Are they generous or tight-fisted? Are they liberal or control freaks? Are they thoughtfully organised or mindlessly bureaucratic? Do they really want you or is it mere formality?
The Brand Harmony
Will there ever be an India Philharmonic orchestra and what that means for brands
Watching one of the massive western classical music orchestras playing, with a wide diversity of instruments, a collection of highly talented musicians, all playing in marvellous unison, makes one wonder why...
Watching one of the massive western classical music orchestras playing, with a wide diversity of instruments, a collection of highly talented musicians, all playing in marvellous unison, makes one wonder why...
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