Monthly Archives

February 2013

Thinking

How to Rebrand Without Losing Your Heritage

February 12, 2013

By Lulu Raghavan

Rebrands often involve a change in logo. While this step should ideally be the last in a series designed to transform a company, it is usually the one–and more often than not, the first and only–step on which brand custodians spend a considerable amount of time and energy. And understandably so, as a logo is the most visible manifestation of a business. Whether evolutionary or revolutionary, it communicates how much a company has changed and its vision of the road ahead. It entails a key challenge many Indian companies face when undergoing a rebrand: for a venerable brand with plenty of equity in its current logo, how do you evolve and contemporise without losing your brand’s heritage? To this end, here are four things to keep in mind.

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Thinking

Are We Focused Enough on Our Clients?

February 11, 2013
By Lulu Raghavan

I’m a huge believer in kaizen, the Japanese philosophy of continuous improvement. It has egged me on to constantly think of how I can be better at what I do. Self-introspection is one piece of it. And client feedback is the other. On this note, there’s one thing that I have been hearing rather often from clients and prospects. And it is that consultancies and agencies in the branding business are too focused on themselves and not focused enough on their clients. This, clients say, is true at both the pitch stage as well as after the account has been won. This has been bothering me and it has led me to question:how can we shift the focus from us to our clients and in the process create shared success?

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