Browsing Tag

Consumer

Work

V-Guard: A Big Leap Forward

February 7, 2018

This is a story of ambition. But more importantly this is a story of a vision. A relentless vision that took birth with one lakh rupees and forty years later has grown to become a household name in India with multiple product categories and an annual turnover of INR 21.5 billion. Founded in 1977, V-Guard has come a long way from a small manufacturing unit of voltage stabilizers to become a brand that offers a wide range of innovative electronic goods.

Continue Reading

Thinking

How to Brand a Bargain

February 16, 2017

By Sanjana Mathur

Everyone loves a bargain, whether it is free “dhaniya” from your vegetable vendor or a stylish pair of stilettos at half price, and that’s what makes it one of the main benefits that any brand considers offering its customers.

Continue Reading

Thinking

From Domino’s Pizza to AAP: A Look at Branding in the Age of Social Media

February 19, 2014

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.

Continue Reading

Work

ICICI Bank Credit Cards: Credit cards to carry and flaunt

June 1, 2013

ICICI Bank wanted to grow its business within India’s fast-emerging affluent consumers, but felt limited by the bank’s nonexclusive image. So when it decided to launch credit card collections that catered to this market’s desires, it wanted cards that truly stood out. Cards that would mirror India’s growing status and lifestyle choices. Cards that people would be proud to carry and flaunt.

Continue Reading