Browsing Tag

Branding

Thinking

Consumers seek ‘identity’ through brand choices

September 19, 2018
By Lulu Raghavan

The link between strong brands and shareholder returns has been very well established across numerous studies. The most recent data point is the BrandZ India Top 50 Portfolio which outperformed the Sensex between August 2014 and July 2018. Clearly, brand value is a critical driver of business performance and shareholder returns. But what drives brand value?

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Thinking

Inside the Studio with Landor Mumbai’s Lulu Raghavan and Hiren Dedhia

August 29, 2018

What drives successful strategy and design? How does Landor produce inspired ideas for some of the world’s largest global brands? This year, we’re sharing the inner workings of our studios around the world through our Inside the Studio series. We’ll speak with some of our top strategic and creative minds, asking what it takes to produce innovative, effective, award-worthy work. Up now: Landor Mumbai’s managing director, Lulu Raghavan, and design director, Hiren Dedhia.

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Thinking

Brand Adaptability: The Shapeshifters Among Us

August 27, 2018

It’s not just a world of absolutes. Change is the order, a borrowed gene, a distortion that’s not about to disappear. People and the phenomena are both changing rapidly, switching, jumping into what they like, jumping out of what they don’t. Brands used to be absolutes. Wholesome but stubborn, resistant to the slightest of changes and averse to adapt.

But working with the change, rather than resisting it is more important than ever. Read on.

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Thinking

Beauty in the eye of the millennial: What brands need to know

July 14, 2018

One look at my bathroom shelf and you will notice a multitude of beauty products ranging from gels and foams to creams and polishes. Some are for hair, some are for skin, some are for nails, but they all share one trait in common: the goal of making me feel beautiful.

The beauty industry has long been driven by the desire to help consumers look and feel attractive. Traditionally this has centered around visible qualities such as radiance, glamour, cleanliness, or even confidence. But after my recent trip to Sri Lanka I had to wonder, “Is the conversation changing?”

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Thinking

Six lessons on naming your brand, as told by a new mom

June 21, 2018
naming

By Gazala Vahanvati

I’ve spent nearly 10 years developing names for brands, so when it came to naming my first child, I was sure the process would be a breeze. Little did I know how wrong I was. Even after I finally made the decision to name my baby Zayd, I wanted to change it within the week! The process radically shifted my perspective on naming. All of a sudden, I was the client. I was thinking about naming from their perspective, because for our clients, their brand is their baby. Here are the six lessons I learned from naming my son.

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