By Lulu Raghavan
Branding has not fundamentally changed in the age of social networks. Social media is just another channel, although a critical one now, that has to be mastered and perfected as a medium if brands are to thrive in this uber connected world that we live in.
A brand still needs to stand for a singular compelling idea that is both meaningful to its target audience and different from its competitors. A brand still needs to have consistency in presentation and experience across different touch points of the brand. And it still takes years to build a brand’s reputation but just one mistake to tarnish it. These basic tenets of what a brand stands for and how they work have not changed.
Chances are that in the last year you have walked into a Café Coffee Day for its coffee and noticed a transformation of the space. Yes indeed, CCD has evolved from a regular neighbourhood coffee shop to a centre of buzz with coffee as the chief provocateur–stimulating conversations, sparking ideas and bringing a sense of fun, lightness and vibrancy to the café experience. Read on to learn what went on under the hood to bring the new CCD to life!